TABLE OF CONTENT
1. EXECUTIVE SUMMARY 4
2. BACKGROUND INFORMATION 5
3. SITUATIONAL ANALYSIS 6
3.1 MARKET SHARE ANALYSIS 6
3.2 MARKET ANALYSIS 6
3.2.1 MACRO-ENVIRONMENT 6
3.2.2 MICRO-ENVIRONMENT 7
3.3 SWOT ANALYSIS 8
3.3.1 STRENGTHS 8
3.3.2 WEAKNESSES 9
3.3.3 OPPORTUNITIES 9
3.3.4 THREATS 9
4. TARGET MARKET 11
5. PRODUCT POSITIONING 12
5.1 POSITIONING STATEMENT 12
5.2 PERCEPTUAL MAP 12
6. OBJECTIVES STATEMENT 14
6.1 MARKET OBJECTIVES 14
6.2 FINANCIAL OBJECTIVES 14
7. MARKETING MIX STRATEGIES 15
7.1 PRODUCT 15
7.1.1 THREE LEVELS OF PRODUCT 15
7.1.2 BRAND OPPORTUNITIES 16
7.1.3 PRODUCT LIFE-CYCLE 16
7.2 PRICE 17
7.3 PLACE 18
7.4 PROMOTION 19
8. ACTION PLAN & BUDGET 22
9. CONTROL PROGRAM 25
10. REFERENCE LISTS 26
11. APPENDICES 27
1. EXECUTIVE SUMMARY
After the great successes from Number 1, Laser and Ben Thanh beer, Tan Hiep Phat (THP) – a powerful group launched Natural Green Tea 0 (0° Tea) in 2006, which continued marking its important advance in the beverage market.
The competitive advantage of being the first ready-to-drink tea product with high quality has helped 0° Tea, quickly penetrate and develop in Vietnam. At the end of 2007, it gains 56% market share and outdistances the other competitors (C2: 25%, 100: 12%, Pokka: 6%)
Green tea is a traditional and healthy drink; therefore, the bottled one like 0° Tea really satisfies the customers’ needs in the modern life. 0° Tea targets the customers from 15-29 and whose income ranges in the middle ($200-500). By maintaining the quality of product, introducing new flavours each summer and developing a proper marketing plan, THP strongly believes in the long future of 0° Tea. Not only aim to increase the market share to 65%, revenues by 40% in 2008, THP also plans to expand its market to other Asian nations in 2009.
After the event of Vietnam becoming an official member of WTO, in the near future, 0° Tea may face a big challenge from the high competitiveness of more imported ready-to-drink tea products. Thus, besides analysing the situation analysis of 0° Tea, this marketing plan is going to implement main strategies to maintain the product’s leading position in Vietnam and prepare for its market development.
- Keep all the creams of the product.
- Create new flavours for different tastes of customers; take the innovation in the package.
Promotion: plays a vital role in the success of 0° Tea and is invested lots.
- Continue launching advertising activities on TV, newspapers, magazines and the Internet.
- Have specific strategies to encourage the purchasing power through sale promotion (sample, discounts, etc)
- Invest more in PR, be a sponsor of big competitions: Tiger Cup, Miss Vietnam 2008 prepare for its market development outside Vietnam in 2009.
Finally, ‘Action Plan and Budget’ and ‘Control Program’ parts will illustrate specific plans to support for the marketing strategies for 0° Tea as mentioned.
2. BACKGROUND INFORMATION
Tan Hiep Phat Co. Ltd (THP) is one of the biggest companies in the beverage industry of Vietnam. Established in 1990, with the mission: ‘meet the demand of customers with perfect products’, THP has affirmed its leading position and received customers’ trust.
THP has successfully introduced Natural Green Tea 0 (0° Tea) since 1/2006. After great successes when this group continuously achieves many noble rewards from 1998 to 2005, the event of 0° Tea has marked a new step for THP being on the way to make its ambition ‘become the leading Beverage Group in Asia’ come true.
0° Tea is made from fresh green tea leaves, produced on one of the most modern production line in Asia, with four options for different taste: no sugar, honey, lemon and winter melon green tea, is becoming a popular drink of Vietnamese people.
3. SITUATIONAL ANALYSIS
3.1 MARKET SHARE ANALYSIS
Currently, 0° Tea occupies more than a half of the ready-to-drink tea market in Vietnam. It significantly increased by 190% from 12/2006 to 12/2007 (Source: ACNielsen). The chart below illustrates the ready-to-drink market share in 12/2007.
3.2 MAKET ANALYSIS
Thanks to Vietnam stable political environment, THP gains many benefits when operating its business. Moreover, with tea products, the Government tends to provide some kinds of subsidies to maintain the balance of payments.
However, THP has to follow strictly the legislations, which are changing overtime; the change in tariffs, for example, may have a negative effect on the sales of 0° Tea.
8.44% GPA in 2007, which ranks three all over the world (Source: The ministry of Foreign Affairs) definitely proves the living standard in Vietnam is increasing rapidly. Thus, the purchasing power of consumers also rises. They are now willing to buy and try new products, especially if these ones are good for their health.
However, due to high inflation rate, which leads to general price rising, THP has to calculate the cost of goods sold effectively to maintain its profit margin.
Tea is a popular and traditional drink of Vietnamese people. That has brought a great advantage for the development of 0° Tea when it jumped into the market.
As Vietnam being a ‘young nation’ (60% of the population is below 25 – Source: Nationmaster), the kind of convenience products like 0° Tea is suitable for a dynamic population.
Nevertheless, not almost all the youth like drinking tea as previous generations. They are absorbing culture and drinking habit from other countries and interested in coffee, packed fruit juice or gas soft drink.
Vietnam is located in tropical monsoon region - the land of tea plants. A huge rainwater amount of 1,700-2,000 mm/y, temperature at 21-22.6°C, humidity at 80-85%, fat schist and basalt land available, all support for the growth of tea plants. (Source: CRM Vietnam.com ) The source of raw material is therefore very rich.
Manufacturing process of 0° Tea is not so complicated. However, modern production line is used to produce the bottled tea product, which has high quality with wonderful flavours and meet the food safety standards.
0° Tea is adopted by many layers of the population. The old may try it sometimes instead of making green tea. The youth prefer a ready-to-drink tea like 0° Tea, which is convenient for their dynamic life. This product is also more popular among children, as a substitution for other soft drinks like Pepsi, Coca, etc.
THP takes the source for 0° Tea from villages or local tea planting entities. It can be seen as a favourable condition for THP because of the cheap human resources and rich raw material source.
In the tea domain, 0° Tea has to face several big competitors such as Vinatea, Lipton or Dilmah. However, they only provide tea bags, which is different from 0° Tea. In the market of bottled tea products, 0° Tea is now competing directly with: C2, 100, and Pokka.
Furthermore, 0° Tea also has to compete with other drinks in beverage domain, such as Tribeco, Pepsi, Coca, etc.
To increase sales, THP builds up large distribution networks; deal out 0° Tea to supermarkets, retailers and outlets, especially in big cities, which consume a large amount of this product.
3.3 SWOT ANALYSIS
- Take the prominent feature in the drinking habit of Vietnamese people.
- Be a product of THP, which has a reputation for its beverage products.
- With various nutritional facts included, 0° Tea brings practical benefits to people’s health. (Japanese researchers conclude green tea is a healthy beverage, and drinking it everyday helps reduce the risk of death from cancer and cardiovascular diseases (Source: suckhoe360.com).
- Adopted by large layers of population.
- Has larger product options than other competitors.
- Has large distribution networks all over the country.
- Take the advantages from being sponsored by No1: brand name, existing distribution networks.
- Produced on one of the most modern production line in Asia.
- Raw material source supplied depends on many factors, such as weather, natural disasters, increasing in fertilizer price, etc.
- Has higher price in comparison with the domestic same kind of product.
- Have not developed any new flavour within the last 1 year.
- Young population easier for 0° Tea when penetrating and developing the market.
- The living standard is increasing very sharply increase sales.
- The tourism in Vietnam is developing, that is a good chance to introduce that new product to foreigners enlarge the market for 0° Tea abroad in the near future.
- Compete with more rivals, especially from abroad, as Vietnam is being a very attractive destination for foreign investors.
- High inflation rate threatens the product’s development directly when it causes a considerable increase in production cost.
External Strength Weakness
Opportunity Backed up by a strong brand name, easier to develop its market.
Based on the existing distribution networks, expand its market easily.
Do market research to set the suitable price for the living standard of people.
Deal out the product more widely to tourism cities.
Threat Create more flavours to attract a large number of population, especially the youth, who are willing to try something new.
Take the innovation in some features of the product to attract more customers.
Reduce the production cost such as transportation cost by cooperating with other SBU of THP. Create new flavours, which are suitable for each segment, for example, fruit, peach green tea for children and the youth, jasmine one for the old, etc.
Accumulate experiences from other drinks of THP to take the advantage to compete with rivals.
Have plans to store material enough in the case of bad weather and natural disasters.
4. TARGET MARKET
The tea market in Vietnam was quite wide because of the traditional drinking habit. Nevertheless, as the company wants to offer the best quality product, promotion and customer service, it only chooses selected market segments that are most attracted:
As in the countryside, people tend to drink fresh tea; THP chooses to target the product in urban areas and some tourism cities.
- Age: from 15 to 29 years old. They are the active group involved in many outdoor activities, and use ready-to-drink products very often.
- Income: Because of its higher price compared to the other soft drinks, THP targets people whose income in the middle group ($200-500)
- Occasion: As 0° Tea is a healthful refresher, THP focuses on both regular occasions (eg. Festivals) and special occasions (eg. sport competitions, big performances)
5. PRODUCT POSITIONING
5.1 POSITIONING STATEMENT
To tea lovers, 0° Tea is the first choice that satisfies both refreshing needs and convenience ones. 0° Tea is distilled from fresh tea to reserve the original flavour of green tea leaves; bottled in PET, CAN and glass bottle (in the near future), which are very suitable for the modern life. Healthiness and convenience are what 0° Tea promises to bring to customers.
5.2 PERCEPTUAL MAP
6. OBJECTIVE STATEMENT
6.1 MARKET STATEMENT
- Maintain the market leading position in Vietnam, gain 65% market share at the end of 2008.
- Increase sales by 50% in 2008.
- Introduce at least one flavour before each summer.
- Develop a new market in SEA in 2009.
6.2 FINANCIAL STATEMENT
- Increase revenue by 40% in year 2008.
- Stop using short-term loans at the end of 2008.
- Reduce days for collecting debts from wholesalers to less than 30 days.
7. MARKETING MIX STRATEGIES
7.1.1 THREE LEVELS OF PRODUCT
Scientific researchers have proved green tea is a healthy drink. Succeeding in conveying all creams of green tea, 0° Tea was noticed since the formative days. Customers buy 0° Tea to not only satisfy their thirsty; but also hope to find “a healthy body” in the bottle.
Number 1 was chosen to sponsor for 0° Tea because it has had a firm position in the market, and a good image in the customers’ mind before. Thus, when 0° Tea was introduced to the market, consumers would be more willing to accept and use it.
0° Tea has four types of packet, which are PET 500ml and 1500ml, CAN 330ml, and glass bottle 400ml (on process).
The natural green color of tealeaves is chosen to decorate for every packaging.
The PET gains a great success, as it is designed and produced to sustain from high temperature (88̊ C) when extracting hot tea.
0° Tea is made from fresh tealeaves and is produced on modern Japanese production line. THP ensures to keep the quality of product that meets the customer’s needs.
At present, 0° Tea has introduced four kinds of flavour: no sugar, honey, lemon, and winter melon green tea. Jasmine green tea will be brought into the market this summer. Traditionally, the green tealeaves are combined with jasmine before brewing, hence, drinkers can feel the comfortable flavor of jasmine in the hot cup of tea. This new flavor is promising to increase the sales of 0° Tea this year.
Ingredients: 0° Tea consists of nourishing substances that are good for drinkers’ health. Vitamin C, and E increase the resistance ability to some diseases, especially, it includes EGCG (Epigallocatechin Gallate ) that can lessen the longevity.
0° Tea is considered the “first mover” in the ready-to-drink tea industry in Vietnam, so it is a big competitive advantage for the product.
“We are responsible to every customer’s problems when using our products”
A roll-free telephone number is available for customers to call if they have any concerns or problems about the product.
7.1.2 BRAND DEVELOPMENT
Line Extension is mainly focused
- New flavour: This summer, 0° Tea offers one more flavor to the market, which is Jasmine green tea. However, in the near future, THP has the strategy to develop 0° Tea combined with some common flower’s fragrance, and fruit.
- Packaging: 0° Tea glass bottle 400ml is in production and it will be introduced in the final months of 2008.
7.1.3 PRODUCT LIFE-CYCLE
The natural green tea has reached the Growth stage in its life-cycle. Its proportion in the market has been increased quickly after only 2 years operating.
These figures below show its proportion in the beverage industry in 2007:
“Delivering a deserved product to the customers’ budget” is the message that 0° Tea wants to send to its customers. The product’s price is higher than other soft drink because of the equivalent high product’s quality it brings.
Price - demand relationship
Most consumers consider 0° Tea as a healthy drink, so price seems to be a less influential factor on their demand.
Different price is set for different trade-channels
Pricing adjustment strategy
- Quantity discount:
On special occasions, 0° Tea offers price pack for buyers, like “buying 6 for the price of 4”
Besides, 5% discount is given to any order from 5000 units (mainly apply for big wholesalers)
- When entering a new market, a promotion price is applied to attract buyers’ attention in that area.
When introducing 0° Tea to the market at the beginning of 2006, THP immediately used the intensive distribution strategy for this product in order to make it available.
One advantage for 0° Tea is that it inherits the successful distribution networks of No1 brand. That helps to reduce the production cost greatly.
The multichannel distribution system
The conventional distribution channel is used; each is a separate business seeking to maximize its own profit and there is no control of one member over the others. However, sometimes, THP actually does not know who the customers are.
- Wholesalers: order directly from the manufacturers and then sell for small retailers at a higher price than producer’s price to gain profit.
Main wholesalers are Metro, Big C, BinhTay, LongQuan, CamTay, BinhThanh, etc.
- Retailers 1: buy product from the wholesalers and then sell to final customers at a higher price than wholesalers’ price to gain profit.
- Retailers 2: order directly from THP and then sell at a higher price to final customers to gain profit.
Both retailers 1 and 2 are mainly restaurants (eg. CungDinh, VanTue), cinemas (e.g. Galaxy, the National cinema), supermarkets (eg. Fivi-mart, Hapro-mart), canteens (at offices, universities, and schools), and grocery stores, etc.
In order to get the recognition of customers quickly, THP invested lots in advertising for 0° Tea. A combination of Push and Pull promotion mix has been chosen. On one hand, consumer advertising is directly applied to attract consumers’ attention. Besides, “Push” the product through distribution channels to final customers is also used effectively.
Five promotion tools are used to reach the customers’ attention
TV advertising: “Refresh the life” is the message that 0° Tea sends to customers on TV add.
THP invested in creating an attractive advertisement before introducing 0° Tea into the market. It has been broadcasted on popular stations like VTV3, Hanoi station, HTV9 (once or twice a day at prime time - likely at lunch and dinnertime because most Vietnamese have a habit of watching TV during the meal time).
This is an expensive advertising method, which costs VND 6 billion one year. However, it brings significant realizations as it helps to promote 0° Tea on a large scale and quickly remind people of the product.
Magazines and newspapers:
0° Tea is advertising in some common ones, like the Youth, Hoa hoc tro, Family health, Muc tim, and Sinh Vien. A big message title, product image and model image are designed similar to the TV advertising’s one to catch customers’ attention.
Internet is a useful tool to advertising 0° Tea as there are more and more people using it to update information. The product is advertising on some websites that have the highest number of viewers, such as Thanhnienonline, vnn.vn.
When entering a new market, to promote the product more effectively, at some places, a free amount of 0° Tea is available for consumers. Moreover, the price pack as mentioned above “buy 6 for the price of 4 bottles” encourages customers buying power.
Giving wholesalers and retailers discounts and allowances (as mentioned in the Price part), is the most effective method to persuade them to carry the brand, give 0° Tea a shelf space, promote in advertising, and “push” it to final customers.
To prepare for expanding its market to some other Asian countries, besides of being a sponsor for annual activities and contributing to charity funds, 0° Tea will be one of the main sponsors for the two great events in 2008 (Tiger Cup and Miss Vietnam Contest 2008), which promisingly develop its image in and outside Vietnam.
To enlarge 0˚ tea’s market, THP cannot lay on the efforts of its wholesalers and retailers only. The company intends to open more official brand outlets in some big cities (eg. HoChiMinh, HaNoi, Danang) and invest money in designing professional sale staffs.
THP has applied the team selling to increase the sales for product. Each outlet is assigned to be a selling team. It means that each team will be responsible for the demand from retailers, wholesalers, and individual customers at a particular area.
0° Tea is a daily product targeted to almost every people in the society, therefore, developing the direct marketing such as selling by mail and telephone seems to be ineffective. That is the reason why this domain is not applied.
8. ACTION PLAN AND BUDGET
Plans Division Time Frame ( April 2008 – March 2009) Budget
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Introduce new flavour 0° Tea to public.
(Trial drink in public areas) Sales promotion X X VND 200 millions
Advertising on VTV3 and VTV1
( On Monday, Wednesday, Friday, and Saturday nights before News)
( Refer to Appendix for quotation) Advertising X X X X X X X X X X X X VND 6 billions
Advertising on News Paper and Magazine.
(Including E-news webpages)
( Refer to Appendix for quotation) Advertising X X X X X X X X X X X X VND 4 billions
Co-Sponsor for Vietnam football team in Tiger Cup 2008 PR X X X X VND 1 billion
Sponsor for ‘Choose the Price’ program on VTV3 PR X X X X X VND 500 millions
Monthly scholarship for poor students PR X X X X X X X X X X X X VND 200 millions
Co-Sponsor for Miss Vietnam Contest 2008 PR X X VND 500 millions
Product and Market Research
Consumer Feedback Analysis Marketing and Sales Department X X X VND 50 millions
Developing new flavour Marketing and Production Division X X X VND 200 millions
Quarterly Market research Marketing Department X X X X VND 150 millions
Seeking and contracting with wholesalers Sales Department X X X X X X X X X X X X VND 200 millions
Seeking and contracting with important retailers Sales Department X X X X X X X X X X X X VND 100 millions
TOTAL VND 13.1 billion
9. CONTROL PROGRAM
When applying the Marketing plan to the product’s real market, it is necessary for the company to have some methods of evaluating the efficiency of their work to support the positive sides and fix the bad drawbacks, in order to build up a better product, service and reputation.
It is very important to conduct the market research to know whether the customers have satisfied with the product or not. Consumers give feedback on how they assess the product and customer services. The Market research helps the company to define the reasons, give solutions to the problems, and then improve them.
Number of sales
The quantity of sales is the top considered factor of almost every business. The figures given through the sale volumes illustrate the success of product and how effective the promoting campaigns works. As a result, the company will continue developing important strategies to make more profit.
Total cost and profit
Those figures present the proceeds that the company earns through the product. Therefore, if the company wants to increase its profit, it has to decrease the total cost of production or increase the price of product. There are some ways of reducing the cost such as cutting down the spending on product’s quality or promotion. The price rising seems to be not easy because it depends on the similar type of products’ price and the reaction of consumers.
10. REFERENCE LISTS
1. Kotler P, Armstrong G, Ang S, Leong S, Tan C, K.TSE D. 2005, ‘Principles of Marketing – An Asian Perspective’, Prentice Hall, Australia.
2. cmrvietnam, ‘The green tea battle’, viewed April 15 2008, http://www.crmvietnam.com/index.php?q=Cuoc_chien_tra_xanh
3. Ministry of Foreign Affairs, ‘An overview of Vietnam economy 2007’, viewed April 10 2008, http://www.mofa.gov.vn/vi/nr040807104143/nr040807105039/ns080115141647
4. THP Home Page, ‘Natural Green Tea 0°’, viewed April 10 2008, http://www.thp.com.vn/product.php?c=product_tea&menu=2
5. suckhoe360, ‘The usefulness of green tea’, viewed May 2 2008, http://www.suckhoe360.com/Song-khoe/Cac-Loai-Thuc-Uong/Cong-dung-cua-tra-xanh.php
6. Nationmaster, ‘Vietnam population pyramid’, viewed May 4 2008, http://www.nationmaster.com/country/vm/Age_distribution
7. TVAD, ‘Advertising Price List 2008’, viewed May 9 2008, http://www.tvad.com.vn/tvad/quangcao/index.asp?link_id=93
8. vietnambranding, ‘green tea battle’, viewed April 30 2008,
1. Vietnam Population Pyramid for 2005
Tariffs for advertising on Hoa Hoc Tro
Width x Height (cm) For Vietnamese firms For foreign firms or joint ventures
B/W Colours B/W Colours
1 page (38 x 52) 21.200.000 24.500.000 26.000.000 33.500.000
1/2 page (38 x 26) 10.500.000 12.600.000 13.600.000 17.300.000
1/2 page (28,5 x 34,5) or (24 x 37) 13.000.000 15.500.000 16.800.000 21.000.000
1/4 page (19 x 26) 5.200.000 6.300.000 6.800.000 8.600.000
1/4 page (28,5 x 17,5) page (38 x 12) 6.300.000 6.500.000 7.600.000 10.300.000
1/8 page (14 x 17) (19 x12), (38 x 6) 2.700.000 3.000.000 3.100.000 4.300.000
19x18 4.200.000 4.700.000 4.700.000 6.500.000
19x15 3.500.000 4.000.000 3.800.000 5.300.000
Tariff for advertising on Women World Magazine
Banner using given link
Size Front page Other pages
585x70 pixel, < 30kb 12.000.000
170x150 pixel, < 20kb 8.000.000 6.000.000
170x95 pixel, < 20kb 6.000.000 4.000.000
170x50 pixel, < 20kb 4.000.000 2.000.000
Banner and website
Size Front page Other pages
585x70 pixel, < 30kb 20.000.000
170x150 pixel, < 20kb 14.000.000 8.000.000
170x95 pixel, < 20kb 10.000.000 6.000.000
170x50 pixel, < 20kb 8.000.000 4.000.000
Designing fees Banner 200.000 100.000
Tariff for advertising on VNN.NET
Displayed Position Banner (VNĐ) Logo (VNĐ) Note
Designing Banner, Logo 500.000 Free from 1 year contract
First Front Page 5.000.000 2.500.000 Popup: 10.000.000 or 500.000/day
Last Front Page 2.000.000
News page 1.500.000 800.000
Sport page 1.500.000 800.000
Culture page 1.500.000 800.000
International news 1.500.000 800.000
Readers page 1.200.000 600.000
Reporters page 1.500.000 800.000
Economic – Social news 1.500.000 800.000
Viet Village Special 2.000.000 1.000.000
CLB Ket Ban 2.000.000 1.000.000
Youth Page 1.200.000 600.000
Travel page 1.200.000 600.000
Tri Tue Vietnam 1.500.000 800.000
Job finders page 1.200.000 600.000
Others 1.000.000 500.000
Tariff for advertising on Thanh Nien Online
Position Front page Other pages Units
(435x60) pixel 18.000.000 12.000.000 3
Right big logo
(165x140) pixel 10.000.000 7.000.000 3
(165x70) pixel 8.000.000 5.000.000 3
(147x60) pixel 6.000.000 4.000.000 3
Strip - ad
(782x98) pixel 10.000.000 6.000.000 2
(800 chữ + hình) 15.000.000 8.000.000
Tariff for advertising on VTV
ID Time Progam Tarrifs
10" 15" 20" 30"
Hour A From 5h30 - 17h
A1 5h30-7h30 From Monday to Sunday 5.000.000 đ 6.000.000 đ 7.500.000 đ 10.000.000 đ
A2 7h30-9h30 From Monday to Sunday 3.500.000 đ 4.200.000 đ 5.250.000 đ 7.000.000 đ
A3 9h30-11h From Monday to Friday 3.500.000 đ 4.200.000 đ 5.250.000 đ 7.000.000 đ
A4 11h -12h From Monday to Sunday 6.000.000 đ 7.200.000 đ 9.000.000 đ 12.000.000 đ
A5 12h - 14h In and out of the program 3.500.000 đ 4.200.000 đ 5.250.000 đ 7.000.000 đ
A6 14h -17h In and out of the program 3.500.000 đ 4.200.000 đ 5.250.000 đ 7.000.000 đ
A7 9h -11h Before movie 6.000.000 đ 7.200.000 đ 9.000.000 đ 12.000.000 đ
Hour B From 17h - 24h
B1 17h-18h Before movie 3.500.000 đ 4.200.000 đ 5.250.000 đ 7.000.000 đ
B2 17h-18h During movie 5.000.000 đ 6.000.000 đ 7.500.000 đ 10.000.000 đ
B3 After movie/Before 18h 7.500.000 đ 9.000.000 đ 11.250.000 đ 15.000.000 đ
B4 18h-18h30 In and out of the program 7.500.000 đ 9.000.000 đ 11.250.000 đ 15.000.000 đ
B4.1 18h30-18h50 Daily life 9.000.000 đ 10.800.000 đ 13.500.000 đ 18.000.000 đ
B4.1 Before daily news 9.000.000 đ 10.800.000 đ 13.500.000 đ 18.000.000 đ
B5 19h50-20h After 24/7 news 12.500.000 đ 15.000.000 đ 18.750.000 đ 25.000.000 đ
B6.1 20h-21h In and out of the program 11.000.000 đ 13.200.000 đ 16.500.000 đ 22.000.000 đ
B6.2 21h - 22h In and out of the program 11.000.000 đ 13.200.000 đ 16.500.000 đ 22.000.000 đ
B7 22h-23h In and out of the program 10.000.000 đ 12.000.000 đ 15.000.000 đ 20.000.000 đ
B8 21h - 23h Before movie weekend 14.000.000 đ 16.800.000 đ 21.000.000 đ 28.000.000 đ
B9 21h - 23h During movie (Sunday 15.000.000 đ 18.000.000 đ 22.500.000 đ 30.000.000 đ
B10 20h - 22h Music 5.000.000 đ 6.000.000 đ 7.500.000 đ 10.000.000 đ
B11 After 23h 2.500.000 đ 3.000.000 đ 3.750.000 đ 5.000.000 đ
Hour D From 6h-10h From Monday to Friday
D1 6h-8h In and out of the program 2.125.000 đ 2.550.000 đ 3.187.000 đ 4.250.000 đ
D2 8h-9h In and out of the program 2.500.000 đ 3.000.000 đ 3.750.000 đ 5.000.000 đ
D3 9h-10h In and out of the program 2.500.000 đ 3.000.000 đ 3.750.000 đ 5.000.000 đ
D4 10h-11h50 In and out of the program 2.500.000 đ 3.000.000 đ 3.750.000 đ 5.000.000 đ
From 6h - 9h45 Saturday and Sunday
D5 6h-8h In and out of the program 2.500.000 đ 3.000.000 đ 3.750.000 đ 5.000.000 đ
D6 8h-9h In and out of the program 6.000.000 đ 7.200.000 đ 9.000.000 đ 12.000.000 đ
D7 9h-9h30 In and out of the program 8.000.000 đ 9.600.000 đ 12.000.000 đ 16.000.000 đ
From 11h55-19h From Monday to Friday
C1 11h55-14h Before movie 9.000.000 đ 10.800.000 đ 13.500.000 đ 18.000.000 đ
C2 12h-14h During movie 9.500.000 đ 11.400.000 đ 14.250.000 đ 19.000.000 đ
C3.1 14h-17h In and out of the program 6.500.000 đ 7.800.000 đ 9.750.000 đ 13.000.000 đ
C3.2 14h-17h30 In and out of the kids programs 6.500.000 đ 7.800.000 đ 9.750.000 đ 13.000.000 đ
C4.1 17h-19h Before movie 11.000.000 đ 13.200.000 đ 16.500.000 đ 22.000.000 đ
C4.2 17h-19h During movie 13.000.000 đ 15.600.000 đ 19.500.000 đ 26.000.000 đ
C4.3 17h-19h Before news 14.000.000 đ 16.800.000 đ 21.000.000 đ 28.000.000 đ
9h30 - 18h Saturday and Sunday
C5 10h-12h Before entertainment show 13.000.000 đ 15.600.000 đ 19.500.000 đ 26.000.000 đ
C6.1 10h-11h During entertainment show 15.000.000 đ 18.000.000 đ 22.500.000 đ 30.000.000 đ
C6.2 11h-12h During entertainment show 15.000.000 đ 18.000.000 đ 22.500.000 đ 30.000.000 đ
C6.3 10h-12h Trong CT dưới 30 phút 14.000.000 đ 16.800.000 đ 21.000.000 đ 28.000.000 đ
C7 12h-13h30 Before entertainment show 14.000.000 đ 16.800.000 đ 21.000.000 đ 28.000.000 đ
C8 12h-13h30 During entertainment show 15.000.000 đ 18.000.000 đ 22.500.000 đ 30.000.000 đ
C9 13h30-17h During others shows 10.000.000 đ 12.000.000 đ 15.000.000 đ 20.000.000 đ
From 19h45 - 23h Every night
C11 19h40 Between Weather Forecast and 24/7 program 27.500.000 đ 33.000.000 đ 41.250.000 đ 55.000.000 đ
C12 19h45 After 24/7 18.000.000 đ 21.600.000 đ 27.000.000 đ 36.000.000 đ
C13 19h50-21h10 After the movie 16.000.000 đ 19.200.000 đ 24.000.000 đ 32.000.000 đ
C14 19h50-21h10 During the movie 18.000.000 đ 21.600.000 đ 27.000.000 đ 36.000.000 đ
C13A 19h50-21h10 During ALTP,HCGĐ, TCAN 18.000.000 đ 21.600.000 đ 27.000.000 đ 36.000.000 đ
C14A 19h50-21h10 After ALTP,HCGĐ, TCAN 26.000.000 đ 31.500.000 đ 39.000.000 đ 52.500.000 đ
C15 21h-22h After the movie 14.000.000 đ 16.800.000 đ 21.000.000 đ 28.000.000 đ
C16 21h-22h During the movie 15.000.000 đ 18.000.000 đ 22.500.000 đ 30.000.000 đ
C17 22h-23h Other programs 11.000.000 đ 13.200.000 đ 16.500.000 đ 22.000.000 đ
C18 After 23h 3.500.000 đ 4.200.000 đ 5.250.000 đ 7.000.000 đ