PRESENTATION 1

DOJI
Group 5: Trần Hồng Anh
Lê Thị Thùy Dương
Trần Đức Hùng
Phạm Thị Nguyệt Thảo
Trương Thu Thủy
PART A: BRAND OVERVIEW
I. Company name, vision, mission II. History
1. Company name
Doji (Development Of Jewelry and Investment). The letter
"DO" in DOJI also represents the surname of Mr. Do Minh
Phu, who is a Chairman of the Board of Directors and
General Director of DOJI Gold and Gemstone Group.
2. Vision
Continuously expand production and business and develop
sustainably to become a leading Group in Vietnam and the
region in the fields of Gold, Silver, Gemstones, Jewelry as
well as Real Estate, Investment, Trade and Services.
3. Mission
Towards people and for people with top quality products
and services in production, business and corporate
governance, for social prosperity, personal values and the
quintessence of life.
PART A: BRAND OVERVIEW
III. The company's brand name & reputation evaluation in the market
1. Company’s brand name
- DOJI owns famous high-end jewelry brands in Vietnam’s market.
- DOJI is famous for the 8 Hearts & 8 Arrows diamond jewelry set, with the design of the 8 Hearts & 8 Arrows line, the
image of "Heart" - "Heart"
- Bao Phuc Gold Gifts are like a breath of fresh air for the fine arts market, crafted using the breakthrough Nanotechnology
gold coating technique, providing sophisticated, highly durable products.
2. Reputation
- Quality of product: High-quality products, including diamonds, gold, silver, and gemstones with strict quality control
measures, ensuring that all its products meet international standards.DOJI is recognized for its innovative designs, which
blend traditional and modern styles.
- Market position: DOJI has been honored by Vietnam Report as a “prestigious retail company” for 7 consecutive years and
has been the leading brand in the Jewelry, Gold, Silver and Gems industry. DOJI holds the largest revenue position in the
Vietnamese jewelry sector, with reported revenues reaching approximately VND 77.19 trillion ($3.25 billion) in 2022.The
company operates a vast distribution network with DOJI owns 50 branches, nearly 200 stores, over 400 agents, and
numerous selling points across Vietnam.
- Customer trust and loyalty: DOJI has built a loyal customer base over the years, thanks to its commitment to its
authenticity, transparency in pricing and customer service.
- Corporate social responsibility: Scholarships and Education Support: DOJI sponsored 20 scholarships worth 160 million
VND for students of the National Economics University in 2009. The company supports the Learning Promotion Fund with
400 million VND. Healthcare and Humanitarian Aid: DOJI actively participates in annual humanitarian activities such as
providing medical expenditure for pediatric patients and senior patients with leprosy in Qua Cam Leprosy Camp (Bac Ninh).
Core Cultural Values: DOJI's core cultural values include Integrity, Innovation, Synergy, Knowledge, and Benevolence.
PART B: MARKET RESEARCH
I. Macro Environment
PART B: MARKET RESEARCH
I. Macro Environment
PART B: MARKET RESEARCH
II. Opportunities and Threats
PART C: BRAND ANALYSIS
I. Five Forces Model
1. Threat of new entrants – High
- International jewelry brands:
+ Global jewelry chains: Reputable international brands such as Tiffany & Co., Cartier or Bulgari could enter the
Vietnamese market, leveraging their global reputation and luxury appeal.
+ International online platforms: International online platforms such as Blue Nile or James Allen could offer
competitive prices and a wide selection, attracting tech-savvy consumers.
- Localized jewelry brands and stores
2. Bargaining Power of Suppliers – Low/ High
- Pioneering enterprise, and currently exploiting large-scale gemstones in mines in Yen Bai and Nghe An provinces with
high-quality stones such as Ruby, Ruby Sao, Saphia, Spinel..
- Constructing and inaugurating many factories across the country, notably the DOJI Jewelry factory in Co Loa
commune, Dong Anh district, Hanoi. The factory will provide the gold import and export market with good quality
products, diverse in designs and models
- The unit invests in mining machinery systems and gemstone cutting and polishing equipment imported from countries
with famous gemstone processing technology such as Korea, Thailand, China, allowing cutting, shaping, polishing
gemstones with diverse designs, sizes and sophistication.
- Importing production lines from abroad.
 PART C: BRAND ANALYSIS
I. Five Forces Model
3. Bargaining Power of Buyers: Moderate
- People who intend to store gold for long-term investment
- People who buy for important events (such as weddings, anniversaries,...)
- People with average and high incomes who use it as a adornment, gift or investment.
=> The gold and jewelry market are expanding rapidly so that buyers will have more choices.
4. Threat of Substitution: High
- Cheap jewelry items are affordable, and are frequently updated with fashion trends.
- Artificial and high-tech jewelry are gradually becoming popular, affordable and becoming a sustainable product, competing
with Doji's high-end natural jewelry.
5. Rivalry among existing competitors
- PNJ: One of PNJ's main business strategies is to focus on expanding the distribution system. The brand focuses on investing in
customer care services with flexible marketing strategies, suitable for the needs of each different target customer group. The
message "the beauty of women has no stereotype" has helped PNJ successfully reach a wide range of potential customers.
- SJC: SJC offers a wide range of gold, silver, and gemstone products. It is well-known for its gold bullion products and has a strong
reputation in the industry.
- Pandora: is one of the largest jewelry brands in the world, with affordable products and pioneering the "charm bracelet" trend.
Emphasizing personalization in services and products, along with a different business strategy, Pandora has been one step
ahead of its competitors in the same industry in connecting with young consumers - the most potential customer group in the
current jewelry market.
PART C: BRAND ANALYSIS
II. Attractiveness of key products and market share of the firm
1. Attractiveness of key products
Doji has 5 key products: Diamond Jewelry, Colored Stone Jewelry, Pearl Jewelry, 24K gold jewelry with 3D technology,
Wedding Land Jewelry.
a. Product Range
- DOJI's gold products, Gemstone Jewelry like star rubies are crafted with high purity, making them a popular
choice for both personal adornment and investment internationally, enhancing their appeal among collectors and
investors.
- DOJI also offers delicate silver and platinum pieces, catering to customers looking for more affordable yet stylish
options.
b. Investment Potential
DOJI jewelry is viewed as a tangible asset that not only holds value over time but also serves as a hedge against
inflation and currency devaluation. This characteristic attracts investors looking to diversify their portfolios.
c. Quality and Craftsmanship
- DOJI is known for its meticulous craftsmanship, combining traditional Vietnamese artistry with contemporary
design elements. This attention to detail enhances the aesthetic appeal and perceived value of their jewelry.
- The company employs skilled artisans and applies modern production facilities. This supports innovation in design
and high-quality output.
d. Extensive Distribution Network
DOJI has established an Extensive Distribution Network across Vietnam, enhancing accessibility for consumers.
PART C: BRAND ANALYSIS
II. Attractiveness of key products and market share of the firm
2. Market and market share of the firm
- The DOJI Jewelry and Gems Group constantly expands production and develops sustainably to become a leading
group in Vietnam and the region in the fields of Gold, Silver, Gems, and Jewelry. Besides that, DOJI also operates in
fields such as real estate, investment, trade and services.
- DOJI's extensive distribution network, high revenue, and acquisitions have made it one of the largest players in the
Vietnamese jewelry market.
PART C: BRAND ANALYSIS
III. Key Resources of DOJI
1. Technological Capabilities
- DOJI has been equipped with modern production techniques, including advanced gemstone cutting and
grinding technologies. This capability allows the company to create intricate designs and high-quality jewelry
products.
- CAD (Computer-Aided Design) tools for designing intricate jewelry pieces.
- Online systems for sales, inventory management, and customer interaction. Online presence for reaching a
wider customer base.
2. Human Resources
A skilled workforce with expertise in jewelry design, manufacturing, sales, and real estate management.
3. Physical Resources
- Precious Metals: Gold, silver, platinum, etc.
- Gemstones: Diamonds, rubies, sapphires, and other precious stones.
- Other Materials: Pearls, beads, and additional components used in jewelry making.
4. Financial Resources
- With a solid financial foundation, DOJI has the capacity to invest in new technologies, expand its product
offerings, and enhance its marketing efforts, further solidifying its market position.
THANK YOU!