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Business & brand strategy · Academic project

A boat travelling through nipa palms in the Mekong Delta

A sustainability-led business and brand proposal built around a local ingredient, a customer journey and a realistic route to market.

2025 · Research / 4Ps / IMC

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(The academic brief)

Give a local nipa palm beverage a clearer reason to exist — and a plan to grow.

This is coursework, not employment with the company. The team developed a business plan and brand direction for a nipa palm beverage, addressing revenue, cost and awareness challenges through a sustainability-led strategy.

My contribution covered market research, customer insight, content strategy and the wider marketing plan.

TypeAcademic project
RoleStrategy contributor
Framework4Ps + IMC
FocusLocal sustainability
Nipa palms along a Mekong Delta waterway
Place as the strategic starting point
A pile of fresh coconuts at a Vietnamese market
Local produce and everyday access

(Project outputs)

Strategy with a
route to market.

01Business planRevenue, cost and awareness considerations
4PsMarketing mixProduct, price, place and promotion
IMCContent systemTikTok, Facebook and offline activity

These are completed academic deliverables, not achieved commercial results. Any business figures in the supporting document are proposals or forecasts.

(Working method)

From local resource
to brand logic.

  1. 01

    Research

    Reviewed the market, customer behaviour, survey findings and SWOT factors before proposing creative or commercial actions.

  2. 02

    Position

    Built around the thought “Mineral Refreshment — Renewed Energy,” connecting natural origin with an everyday benefit.

  3. 03

    Go to market

    Developed the Sales Plan, 4Ps, sampling, influencer activity, minigames and remarketing across the customer journey.

  4. 04

    Operate

    Proposed a booth-led model to improve direct reach while maintaining control over operating costs.

(The integrated plan)

A business idea made
concrete.

01 / Product

Natural energy

The ingredient story and refreshment benefit shaped the proposed value proposition.

02 / Price

Accessible value

Pricing logic was considered alongside costs, customer expectations and sales volume.

03 / Place

Booth-led reach

A direct model offered product discovery and customer access without heavy fixed overhead.

04 / Promotion

Joined-up content

TikTok, Facebook, sampling and influencer activity supported different journey stages.

05 / Retention

Remarketing loop

Customer data and repeat communication extended the plan beyond first purchase.

06 / Forecast

Commercial check

Financial assumptions helped test whether the recommendation could work in practice.

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