Intergrated marketing communication campaign

Vfresh, more healthy life!

Members: Nguyen Ha Dan Nguyen Thai Ngan Thai Quoc Son Nguyen Thuy Tram Nguyen Dinh Thi Le

INTERGRATED MARKETING COMMUNICATION CAMPAIGN

Group 5

Vfresh, more healthy life! CONTENTS

I. Market overview II. Situation Analysis (4C+4P) III.Objectives IV.Strategies and programs V. Evaluation and Measurement tracking (KPI) VI.Budget

Vfresh, more healthy life! Soymilk market in Vietnam

Vietnamese is one of two countries with large amounts of soya consumption in the region: • Estimated at 380 million liters • Just behind Thailand is estimated at 610

million liters. According to Tetra Pak (2009)


Soy milk industry is considered the industry has good growth rate: - Grew by 24.2% annually (the period 2004-

2009) - In 2011, the soymilk market size was about

2,000 billion VND and was likely to increase to about 2,500 billion in 2012

Habubank Securities Company statistics

Soymilk market in Vietnam

Vfresh, more healthy life! Soymilk market in Vietnam

Vfresh, more healthy life! Context

o Breast cancer is the most common type of cancer in women

o Ho Chi Minh City and Hanoi is where breast cancer rates highest in the country

o For every 100,000 women in Hanoi, there are 30 people with breast cancer, HCMC is 20

o Every year 14,000 women had breast cancer.

Vfresh, more healthy life! Context

o The majority of breast cancers occur in the age group 35-45, but even the women aged 20-30 can also get sick and the higher the age, the higher the risk.

o In current, knowledge of breast cancer has not been widely universal and drawbacks in terms of communication, access to information has made people not enough necessary knowledge about the disease.


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Weaknesses

• Low market share

• Product positioning is not unique

• Promotion activities is not diversified

SWOT

Strengths

• With long experience in the industry

• Modern

equipment and factories

• Soy milk (Vfresh) was widely known

Threats Opportunities

• There are many competitors in the industry

• Soy milk unknown origin, is not produced in conditions to ensure safety

• The market scale is bigger and consumers are more concerned about quality, hygiene and food safety and the benefits of natural products from plants

• People tent to choose nutritional products of natural origin

BRAND CONTEXT

Vfresh, more healthy life! Competitors

o Vinasoy – Vinasoy mè

đen – Vinasoy – Fami – Fami kid

o Tribico – Trisoy

o Number one – Soya


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Tan Hiep Phat, Vinamilk and Vinasoy acquire more than 90% market in this segment, in which, Vinasoy accounted for 78% (Northern accounted 47% market share)


o Vinasoy – Accounted for 80.4% – Product focus on good healthy, smoothie skin, good

shape, good for heart – DHA, Canxi and Vitamin – Customer: for kid, women, for all member in family

o Goldsoy

– Internal competitor – strong bones – Corn taste – For women


Vfresh Gold soy vinasoy fami Numberone

soya Box 4000 4,300-

5,600 4,400 4,400 (bottle) 5000

Paper package

3500

4,600

3,200

3,100

24,000/4

boxes

Box 1litter

16,500-18,000

25,000

26,400

Vfresh, more healthy life! Place

o Vinamilk systematic distribution and sales all over Vietnam.

o convenient for customers to buy and use o Available in supermarket and retailer

Vfresh, more healthy life! Product

o 3/2009, Vfresh product launched Vfresh Soy milk high protein

o Vfresh soy milk is certificated standards good for cardiovascular

o No cholesterol, no preservatives

o Contain acid amin – help consolidation and maintain immune

system for body.

o Soy protein – decreasing blood fats, blood pressure, good for

cardiovascular, and reducing the risk of cancer

Vfresh, more healthy life! Consumer Behavior

o The housewives, the elite students, workers and employees unmarried

o Most housewives adult group, income, need to care for the family so they often choose to buy the product quality

Vfresh, more healthy life! TARGET AUDIENCE

Low and moderate income

6 big cities HCM,HN…

The women aged >=18

( Follow World Bank(WB), in 2013, GDP per capita of VN is 1910 USD/person)


Currently the issue of food

safety is gradually alarm

Human health is affected

Lead to dangerous diseases

Consumers feel confused and are looking for a product not only good for health and body but also protects against dangerous diseases diseases.

INSIGHT

Vfresh, more healthy life! APPROACHING

Companies who accompany with Vietnamese in

consumer health issues

Offering solutions, the story of health protection

To see the effects of the product and benefit of consumers

Vfresh, more healthy life! BIG IDEA

SLOGAN “Vfresh, more healthy life”

Vfresh, products with the goal of health promotion, prevention of chronic diseases, especially breast cancer in women

Message: So we hope can reduce of woman who has danger in breast cancer and increase people who know about breast cancer


OBJECTIVE

o Sales of Vfresh Raise 20%

o Profits raise 25% o Market share get 6% o ROS 1/4

o Reduce 20% breast

cancer o Increase 40% TOM

about breast cancer

Vfresh, more healthy life! CAMPAIGN ROLL OUT

PHASES

OBJECTIVES

SUSTAIN & POST-LAUNCH

2 weeks

LAUNCH 4 weeks

PRE-LAUNCH 2 weeks

KEY

MESSAGES

“Be careful with breast cancer”

“Protect half of the world. Protect the women you love”

Trigger attention & awareness of breast cancer

Encourage the target to join the promotion and create WOM appeal Generate engagement

Sustain the interest of the target to using Vfresh Spread wildfire new about the success of the campaign

“Sharing the love for the better life”

Đừng thờ ơ với ung thư vú


PHASE 1

OBJECTIVES

PRE-LAUNCH Awareness & Buzz

2 weeks

KEY

MESSAGES

Trigger attention & awareness of breast cancer.

Vinamilk & Minh Hang’s Fanpages

“Be careful with breast cancer”

ACTIVITIES

CHANNELS

Social Media Engagement Viral Video

Women Websites & Forums

Microsite YouTube

Vfresh, more healthy life! PHASE 1- Viral clip

Be careful

with breast

cancer

Touching viral clip to put people to the moment of truth, tell a moving story about a woman with breast cancer as well as her sharing

Vfresh, more healthy life! PHASE 1- PR

“Hãy cẩn trọng với ung thư vú”- clip chia sẻ lấy nhiều nước mắt

cộng đồng mạng

Mấy ngày nay, cư dân mạng nhanh chóng truyền tay nhau video

clip về những chia sẻ của một người phụ nữ đang mắc bệnh ung

thư vú. Câu chuyện của cô gái trẻ đã nhận được rất nhiều đồng

cảm, cũng như những lời động viên từ cộng đồng.

“Hãy bảo vệ một nửa thế giới khỏi bệnh ung thư vú”

Tỷ lệ bệnh ung thư vú ở phụ nữ đang tăng nhanh và đã giây ra rất nhiều

tổn hại về mặt tình thần, đời sống gia đình, xã hội cho chị em phụ nữ.

Mọi người cần ý thức được vấn đề này và bảo vệ bản thân từ sớm bằng

những chế độ ăn lạnh mành, tập thể dục thường xuyên, đi khám ngay

khi có dấu hiệu bất thường.

“Cùng Minh Hằng bảo vệ phụ nữ khỏi bệnh ung thư vú”


PHASE 2

OBJECTIVES

LAUNCH Engagement

4 weeks

KEY

MESSAGES

Encourage the target to join the promotion and create WOM appeal Generate engagement

Fanpage, Microsite

“Protect half of the world. Protect the women you love”

ACTIVITIES

CHANNELS

Contest


Television Google Display Network

Charitable Activity

TVC

Vfresh, more healthy life! PHASE 2 - Contest

The contest with the theme, "Protect the woman you love" It could be a short video clip, a reporter, or a card, a thank you to the women you love as women, mothers, wives , aunt, sister, sister, lover, friend ... the participants will have to submit entries for the program on Facebook. organizing committee and everyone will vote the best entries and prizes are 1 year Vfresh drink soy milk was donated for the message. Entrants may be called to like, share your posts. The contest will take place near 8/3 days so will attract more participants, the day that they will easily be able to show affection

Vfresh, more healthy life! PHASE 2 - Online Banner

The contest with the theme, "Protect the woman you love" It could be a short video clip, a reporter, or a card, a thank you to the women you love as women, mothers, wives , aunt, sister, sister, lover, friend ... the participants will have to submit entries for the program on Facebook. organizing committee and everyone will vote the best entries and prizes are 1 year Vfresh drink soy milk was donated for the message. Entrants may be called to like, share your posts. The contest will take place near 8/3 days so will attract more participants, the day that they will easily be able to show affection

“Protect a women you love”

Vfresh, more healthy life! PHASE 2- Online Banner

“ ”

o Content is attractive banner that make a curious about the contest for users. They will click to banner and link to Fanpage. KPIs is 10,000 clicks in four weeks

o Facebook Promote Post also used to advertise the posts related to the contest.


• Visiting and sharing with patients with breast cancer and donate money to the poor treatment.

• During 3 months, when buying a milk box, customer will contribute 40 VND for Funding and helping women with breast cancer.

• The Fund committed to support at least 4 billion for breast cancer women.

PHASE 2- Charitable activity

Vfresh, more healthy life! Channels Content Angle

“Giới trẻ phấn khích với cuộc thi- Bảo vệ người phụ nữ bạn yêu

thương”

Tuần lễ đầu tiên của cuộc thi đã diễn ra với số lượng không nhỏ bài dự thi.

Bên cạnh một vài ý tưởng thật sự xuất sắc, rất độc, và cũng rất trẻ thì cũng có

những bài dự thi rất cảm động, sâu lắng. Cùng xem vài video clip đang được

chia sẻ nhiều nhất nhé!

[ Share 1 video clip dự thi on her fanpage]

Một bài dự thi rất hay và ý nghĩa!!

Ông Cao Thắng đã tham dự cuộc thi và tặng một clip cực dễ thương

cho Đông Nhi

Công ty sữa đậu nành Vifresh đã tài trợ chữa trị cho những bệnh nhân

ung thư vú có hoàng cảnh khó khăn

Minh Hằng và nhiều nghệ sĩ khác đã đi thăm và tặng quà cho những

bệnh nhân ung thư vú

Vfresh, more healthy life! PHASE 2- TVC

o Preventing breast cancer to protect milk for children

o The main character: use normal character, role play the husband o As a newlywed, life is chaos; newlyweds are still no plans to have

children. One day, walking in the convenience store to buy a few items, the husband heard the words "breast milk is the best food of infants and young children". Then suddenly also thinking of having children later. The next day the ad is husband to see breast cancer prevention program, and Vfresh drinking soymilk can prevent breast cancer for women. Vfresh husband decided to buy milk for her to drink every day to prevent breast cancer and told his wife about the child after the mother's milk supply, the best way of protecting the welfare of the family.


PHASE 3

OBJECTIVES

SUSTAIN & POST-LAUNCH 2 weeks

KEY MESSAGES

Sustain the interest of the target to using Vfresh

Spread wildfire new about the success of the campaign

Fanpage

“Sharing love for the better life”

ACTIVITIES

CHANNELS

Event


Social Media Engagement

Online PR

Microsite

Vfresh, more healthy life! PHASE 3 - PR Articles

o There will be 2 types of press release that will be written about the success of the promotion:

o It will be a straight news release about the successful campaign that was organized by Vfresh. And to culminate the campaign, Vfresh has mounted 2 simultaneous events in Hanoi and Ho Chi Minh City to create charity fundraising to treat for breast cancer patients.

o It will be a photo news release of what transpired in the Events in Hanoi and Ho Chi Minh City. It will be photos of attendees enjoying the event as well as a showcase of the event highlights. (the celebrity and influencers attend the event will be asked to post a selfie of the event)

Vfresh, more healthy life! PHASE 3 - Event

o The festival will be took place in 2 cities are Ha Noi and Ho Chi Minh city.

o From 9:00 am to 12:00 pm There are some mini contests such as make cocktails with ingredients from Vfresh soy milk among group of attendees. There are some booths to apply mask free from soybeans. o From 13:00 pm to 17:00 pm Auction items, charity fundraising to treat for breast cancer patients. After that will be the part of the prize for the winner of the contest “Protect the women you love” and music program with the participation of Minh Hang and some other singers KPIs is 1000 attendees

Vfresh Festival – “Vfresh, more healthy life”

Vfresh, more healthy life! BUDGET Descriptive Quantity Cost

Microsite, Fanpage Facebook

Microsite: increasing view on website, GDN ads Facebook: increasing interaction, increasing fan Facebook, increasing fan Facebook via ads

Package 1.000.000.000 VND

Youtube Increasing view, Increasing view via ads


Facebook ads Facebook ads Package 500.000.000 VND

PR online + Banner on high quality website


SEO + SEM SEO ( 12 keywords) + SEM ads

400.000.000 VND

TVC 3.000.000.000 VND

Event ( Vfresh Festival) Package 1.600.000.000 VND

Total 17.000.000.000 VND

Vfresh, more healthy life! MEASUREMENT TRACKING

Phase 1 Phase 2 Phase 3

KPI

• Google Analytics, Getclicky, URL Builder

• Like-share amounts on youtube, facebook

• Rating on TV channels

• The amount of read and comment on every article

• Traffic to microsite

• Number of leaflets emanating

• Number of clients receiving gifts and leave information

• Number of locations accessible

• Some people take the initiative to learn about products, programs

• The number of people attending events and seminars

• Feedback from participants after the events, workshops


Thank you!

Intergrated marketing communication campaign

Education

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