imc plan for new brand vinamilk healthy milk tea

Introduction

Vinamilk is a leading nutrition group in Vietnam and has been reaching more than 50 countries, generating over USD 2,5 billion per year in revenue.

"Becoming the number 1 belief symbol in Vietnam about nutrition and health products serving human life."

"Vinamilk is committed to providing the community with the best and most quality nutrition with its own respect, love and high responsibility to people and society."

5 download by : skknchat@gmail.com

"Becoming the leading symbol of trust in Vietnam about nutrition and health products serving human life."

Vinamilk is dedicated to providing customers with nutrition solutions that adhere to international standards, offering a range of delicious and nutritious products The brand is a market leader with favorites such as Vinamilk liquid milk, yoghurt, Longevity sweetened condensed milk, Southern Star Sweetened Condensed Creamer, Dielac powdered milk, and Vfresh Fruit Juice.

+ Top 10 Vietnamese high quality product by Association of Vietnamese high quality products from 1995 to 2020.

+Vietnam’s 50 top valuable brands by Forces Vietnam since 2016.

+ Ms Mai Kieu Lien - Vinamilk’s Chairwoman and CEO was honored with the following noble award: Top 50 most influential women in Viet Nam 2019, Prize “Lifetime achievement” in 2018 International Achievements:

+Top 200 ASIA’s best over a billion by Forbes Magazine in 2019.

+ Top 300 most dynamic ASIAN companies since 2016 (VINAMILK, ANNUAL REPORTS, 2020)

Current Situation Analysis

Market Analysis

The Vietnamese milk tea market is now growing at a rate of around 20% per year More than 1,500 milk tea stores and roughly 100 brands compete aggressively in the country.

The COVID-19 pandemic has significantly affected Vietnam's milk tea market, leading to a projected growth rate of just 5.7 percent annually in the near future This figure represents a stark decline, as it is merely a quarter of the remarkable 200 percent growth experienced during the peak years of 2017 and 2018.

Market research indicates that milk tea enjoys significant popularity, with 50% of respondents consuming it at least once a week This beverage resonates well with Vietnamese tastes, offering a convenient, quick, and portable option for consumers on the go.

The current market demand for milk tea is very high when customers drink 1-2 cups/week on average.

Milk tea has become a popular beverage among young people, particularly students and office workers aged 18 to 35, in major cities like Ho Chi Minh City, Hanoi, and Da Nang This trend is especially prevalent among females, who make up 53% of consumers, and younger individuals aged 15 to 22, accounting for 35% of the market.

Grindstones lead the beverage preferences with 36% of users favoring them, while Milk Tea follows as the second most popular choice at 23% Cappuccino and Latte rank lower, with only 4% and 1% of respondents respectively This trend highlights the growing appeal of Milk Tea, indicating a high-potential market that is shifting consumer interests away from traditional beverages.

Background Rearch & Analysis

In 1Q2021, consolidated net revenue of Vinamilk reached VND 13,190 billion, completed 21.3% of the annual guidance, of which: Domestic business recorded net revenue of VND 11,178 billion.

The long-term effects of the Covid-19 pandemic have led to a notable decrease in consumer purchasing power for fast-moving consumer goods (FMCG) According to AC Nielsen, the FMCG sector experienced a 7% contraction in total value during the first two months of 2023.

The Company has enhanced its distribution channels, broadened its farm network, and introduced new products to align with the anticipated recovery of domestic consumption as the effects of Covid-19 begin to diminish.

Moc Chau Dairy Joint Stock Company (MCM) reported a net revenue of VND 621 billion, while actively implementing strategies to restructure its distribution channels to enhance market coverage across both traditional and modern platforms.

Vinamilk achieved significant success in its export activities, reporting a net revenue of VND 1,166 billion, marking a 7.9% year-on-year increase This growth is attributed to Vinamilk's ongoing support and additional incentive programs for export partners during challenging times Following the strong performance in the first quarter of 2021, export sales in April 2021 are projected to exceed a 30% increase compared to the previous year.

In 1Q2021, Vinamilk's foreign subsidiaries generated net revenue of VND 846 billion, with Angkor Milk achieving double-digit growth According to Plimsoll, Vinamilk climbed six spots to rank 36th among the Top 50 leading dairy companies globally, moving closer to its goal of entering the Top 30 Notably, Vinamilk is the sole representative from Southeast Asia on this prestigious list.

Vinamilk Fresh milk 100% with immune system support is produced from farm fresh milk mainly sourced from our dairy farms, strictly selected and controlled to ensure food hygiene and safety.

Imported raw materials are sourced from the prestigious suppliers of America, Australia, New Zealand, France, etc.

Vinamilk prioritizes product quality control by implementing advanced management systems like BRC and ISO 17025 to oversee every stage of production—pre, mid, and post This rigorous approach ensures the safety and quality of its products Additionally, the company has established a product tracking system to facilitate recalls and manage the disposal of defective items, aiming to reduce potential negative impacts on consumers and society.

In March 2021, Vinamilk imported 2,100 HF dairy cows from the United States to enhance its new farm in Quang Ngai, increasing its total herd to nearly 33,000 cows This state-of-the-art farm spans over 100 hectares and is designed to accommodate 4,000 cows, representing an initial investment of VND 700 billion It is part of Vinamilk's commitment to developing its eco-friendly farm network, known as "Green Farm."

Since early 2021, skknchat@gmail.com has been actively investing and developing its operations This year, the company plans to import over 5,000 high-yield dairy cows to enhance its domestic farm projects Additionally, the Laos-Jagro dairy farm is anticipated to commence milk production in the first half of 2022.

+ Positioning the brand as a pride of Vietnamese people.

+ Build new emotional value of Vinamilk brand_ embodiment of life.

+ Maintain the No 1 position in Vietnamese market and become one of the 30 largest dairy companies in the world in terms of revenue.

+ Leading in innovation with high applicability.

Vinamilk is dedicated to the dairy industry and milk-related products, which form the foundation of its brand The company is committed to ongoing research and development to innovate and diversify its product portfolio, ensuring that it meets the evolving tastes and needs of consumers while providing a rich and convenient experience.

+ Consolidate the leading position in the dairy industry.

To enhance market presence in rural areas, it is essential to expand penetration and coverage with popular product lines that have significant growth potential In urban regions, the focus should shift towards high-end product segments that offer added value Additionally, strengthening the domestic distribution system is crucial for increasing market share and sustaining a leading position in the industry.

+ The dairy company that creates the most value in Southeast Asia.

Prepare for mergers and acquisitions (M&A) to enhance cooperative relationships through horizontal, vertical, and hybrid integration Focus on seeking M&A opportunities with international dairy companies to expand market reach and boost sales Additionally, aim to penetrate new export markets by shifting from traditional commodity exports to deeper collaborations with distribution partners in these key regions.

Vinamilk's research and product development team consistently stays informed about the latest technological advancements while conducting thorough market surveys both domestically and internationally to identify opportunities and innovative ideas for product development.

The Vietnam Dairy Factory utilizes advanced fresh milk production lines, implementing cutting-edge technology to ensure a fully closed process that spans from raw material input to the final product output.

After tested for quality, raw milk will be weighed, filtered and entered into a cold storage silo tank system (150 m3/ tank).

The leading smart warehouse in Vietnam spans 6,000 m² and features 20 entrances and exits, with a width of 105 m and a height of 35 m It is equipped with 17 storage areas, capable of holding up to 27,168 lots The facility utilizes 15 rail-guided vehicles (RGVs) for automated import and export, transporting pallets of finished products to the warehouse, where 8 stacker cranes efficiently organize them onto the shelving system The entire import and export process is managed through Wamas software, ensuring streamlined operations.

The Tetra Plant Master Automation solution serves as the backbone of the operating system, seamlessly integrating the entire plant from raw materials to finished products This integration allows for comprehensive control over all factory activities, enabling continuous monitoring and management of quality Additionally, the Tetra Plant Master system offers essential data that supports ongoing production improvements and operational maintenance.

SWOT Analysis

- Strong global brand – Vinamilk is the number 1 dairy brand in Vietnam.

- Modern, high-quality technology equipment.

• Just mix milk tea powder with boiling water to have a delicious cup of milk tea right away.

• Efforts for a green industry: Using paper packaging outside, and environmentally friendly aluminum foil milk tea bags inside.

• Compact packaging, easy to carry from home to office, school.

• Quality, food safety: ISO 9001, ISO 22000.

- The product is a combination of healthy nuts and dietary sugar, combined with mass production in line, so the ability to retain the maximum original nutrients of milk tea.

- Unable to control the source of raw materials.

- Products are diverse but not outstanding other than dairy products.

- Product variety: Limited in taste compared to market alternatives.

- Increasing demand of the group of potential for the care and irrigation of tea customers. plantations Insect damage reduces the

- Trends of consumption of products towards health: quality of tea Prolonged drought also causes difficulties for tea fields.

Changes in lifestyle, including longer working hours and an increase in women in the workforce, have led to heightened competition in the food and beverage industry, particularly for prepackaged foods According to a Nielsen study, two significant factors influencing Vietnamese consumers' purchasing decisions are the preference for healthy and organic products, with 77% prioritizing these choices Additionally, there is a growing emphasis on transparency regarding the sourcing of production materials, reflecting consumers' desire for quality and trust in the products they buy.

Research by Deloitte reveals that modern consumers prioritize transparency in product labeling Approximately 62% prefer products free from hazardous substances, while 51% are influenced by clear labels in their purchasing decisions Additionally, 47% express a desire for comprehensive product information to be clearly presented.

- The source of raw materials is supported by the government, import of raw materials is tax-reduced.

- Vietnam has a large amount of tea, creating stability for the cost of input materials of the product.

Key Marketing Problem or Opportunity

Vinamilk faces a growing challenge from healthier savory milk tea options that prioritize trustworthy and beneficial ingredients Despite holding a significant market share in the savory milk sector, the company recognizes potential threats from competitors To counter these challenges and enhance profitability, Vinamilk is launching a new campaign aimed at reinforcing its status as a leading player in the savory milk market.

Consumers are becoming increasingly more health conscious over recent years, therefore we believe this demand needs to be met to cater to consumers.

Vinamilk is enhancing its marketing mix by launching Vinamilk Healthy Milk Tea, a nutritious and lighter alternative for consumers made from all-natural flavors and healthy nuts Additionally, the introduction of resealable packaging will differentiate this product from competitors, offering a unique and convenient option for customers.

Key Strategic Decisions include any support material (assumptions, data analysis)

Marketing Objectives

- Vinamilk set the goal to account for 10% market share in the “instant milk tea powder” market in Vietnam.

- Vinamilk set a target of selling over 500,000 tea boxes in the first 6 months since its launch.

Vietnam population…… ……… ……… … … …98.446.496 Living urban ……….……… ….…… … 34,4% ……….….…….…… 33.122.548 Age 15-35.……… ………… 35%…….… … ……… ……11,592,899 Middle Class.……… ……… 30% …….… … ……… ……3,477,896 Instant Milk Tea Powder Penetration……… 25%… ………….……… 869,467

Frequency / 6 months……… ……… ……… 6 boxes Market size (units)……… ……….…… 5,216,802 POTENTIAL MARKET SHARE & SALE

Market share……….……… …… 10% Unit price……….…… …64,000 VND Potential

Sell out in unit……….……… 521,680 boxes Sell out in value……… …… 35,947,520,000 VND

Communication Objectives

By the conclusion of the campaign, 70% of the target audience will recognize Vinamilk Healthy Milk Tea at the point of purchase, driven by engagement on social media platforms like Facebook, TikTok, and YouTube, as well as traditional media outlets such as television.

After six months, Facebook posts are projected to generate 50,000 likes and 5,000 shares, while the Facebook Fanpage is expected to gain over 70,000 followers Additionally, Vinamilk's YouTube channel will see an increase of 50,000 subscribers, with the TVC on YouTube achieving 10 million views On TikTok, the campaign will result in 10 million views for the hashtag #VinamilkHealthyMilkTea, along with over 3,000 videos utilizing Vinamilk's music advertisement.

Vinamilk aims to enhance brand awareness and recognition by utilizing television commercials (TVC) across multiple platforms, including television and YouTube Additionally, the company is actively advertising on social media channels such as Facebook and TikTok to reach a broader audience.

The second communication objective is to transform new customers' attitudes towards the milk tea due to the product of Vinamilk.

Milk tea is often perceived as an unhealthy beverage that contributes to weight gain and obesity due to its high sugar and calorie content However, Vinamilk has introduced a healthier milk tea option infused with barley extract, allowing consumers to enjoy this delicious drink without the worry of weight gain This innovative product not only satisfies taste buds but also provides essential nutrients that enhance overall health.

Customer Segmentation

Region: rural and urban areas.

Focus on targeted customers who live in urban regions, big cities such as Hanoi, Da Nang, Ho Chi Minh City, etc in Vietnam.

Age: This product line's target demographic ranges from 15 to 35 years old.

Generation: Customers who are Gen Z (born between 1997 and 2012), Gen Millennials (born between 1981 and 1996).

Occupation: students, office workers, etc.

Lifestyle: Customers who follow healthy living trends They are busy, so they emphasize the convenience.

Interest: Customers who enjoy milk tea or beverages which are made from milk.

Benefit Sought: Customers who are looking for a milk tea prepared from healthy ingredients that don't take up too many calories Good for health, delicious taste, convenient.

Buying Behavior: the frequency of drinking milk tea from 2-3 times per week.

Online Behavior: customers who spend many time on using social media such as Facebook,watching videos on TikTok and Youtube.

Targeting

With the new product line, Vinamilk will choose two specific targeted customer groups to satisfy their need and implement a marketing strategy on these segmentations.

The first segmentation for Vinamilk’s strategy is the young generation, specifically, they are gen

Generation Z, born between 1997 and 2012, comprises students aged 15 to 22 who favor milk tea as their preferred beverage, often allocating a significant portion of their spending to it This tech-savvy generation, raised in the digital age, is highly engaged with social media platforms like Facebook and Instagram To effectively reach this audience, Vinamilk can leverage these channels for promotional campaigns or consider sponsoring popular TV shows that resonate with young viewers.

Another segmentation in this strategy is Millennials who are people born between 1981 and

In 1996, research indicated that Millennials prioritize their health and are willing to pay a premium for healthier products Consequently, Vinamilk aims to focus its marketing campaign on office workers aged 23 to 35, who often work overtime and require convenient solutions to stay alert To meet this demand, Vinamilk offers a milk tea pack that can be quickly prepared with boiling water, providing a satisfying beverage in just a few minutes.

Positioning

Vinamilk Healthy Milk Tea - A Gift Of Health From Nature.

Vinamilk Healthy Milk Tea is a nutritious beverage made from barley and organic milk, free from preservatives This packaged milk tea offers customers a wholesome source of natural nutrition.

Vinamilk has consistently prioritized quality and taste by utilizing 100% fresh milk sourced from a network of dairy farms throughout Vietnam As a leader in the liquid milk market for years, the company continually innovates by introducing new product lines, including low-fat milk that caters to current healthcare trends and consumer preferences.

The selling price for a “Vinamilk Healthy Milk Tea” box which includes 12 packs is from VND

The price range of 58,000 to 64,000 VND is ideal for targeting students, making it an affordable option for everyone With just about 60,000 VND, customers can enjoy the product for over a week, ensuring great value for their money.

Vinamilk Healthy Milk Tea is priced higher than domestic competitors like Nestea and Lipton, with Nestea costing around VND 40,000 and Lipton priced at approximately VND 35,000 In the milk tea segment, Vinamilk encounters significant competition not only from these local brands but also from international players from Thailand and Taiwan.

Brand Personality/ Character

Vinamilk's logo features a harmonious blend of blue and white, symbolizing hope, stability, purity, and vitality The circular design represents protection and shelter, while the stylized "VNM" inside forms a continuous milk line This logo encapsulates Vinamilk's commitment to delivering high-quality nutrition with respect, love, and responsibility towards human life and society.

Vinamilk's brand is vividly represented by vibrant green meadows and cheerful, healthy cows, creating a strong connection to nature This appealing imagery resonates particularly well with children, who are the primary consumers of the company's products, enhancing brand recognition and engagement.

Ads with fast-paced, funny, catchy, easy-to-remember, easy-to-remember, addictive melodies not only for children but also for parents.

Integrated Communication (Creative) Brief

Vinamilk is a leading brand in the Vietnamese dairy market, dedicated to providing safe and high-quality nutrition to consumers The company emphasizes innovation and quality in its product offerings to fulfill the diverse needs of its customers.

Vinamilk Healthy Milk Tea is designed to cater to the health-conscious preferences of consumers, presenting a unique challenge for Vinamilk in promoting this innovative product line However, the relatively low market share and limited competition in the Vietnamese packaged milk tea sector provide a significant opportunity for Vinamilk to expand and enhance its product offerings.

In today's health-conscious market, consumers, particularly young people and office workers, are increasingly seeking healthier food options While milk tea remains a popular beverage, many traditional varieties are high in calories, raising concerns for those committed to a healthy lifestyle This has led to a growing demand for lower-calorie alternatives that allow milk tea lovers to enjoy their favorite drink without compromising their health goals.

We concentrated on addressing two key issues to develop products that cater to our target customers' needs Additionally, we aimed to expand Vinamilk's offerings by introducing a new product line designed for health-conscious milk tea enthusiasts.

Vinamilk set the goal to account for 10% market share in the “instant milk tea powder” market in Vietnam.

Vinamilk set a target of selling over 500,000 tea boxes in the first 6 months since its launch.

- Communication Objectives/Desired Attitude or Behavioural Change:

By the conclusion of the campaign, 70% of the target audience will recognize Vinamilk Healthy Milk Tea at the point of purchase, leveraging both social media platforms like Facebook, TikTok, and YouTube, as well as traditional media channels such as television.

After six months, Facebook posters can generate 50,000 likes and 10,000 shares, while TV commercials on YouTube are projected to reach 10 million views Additionally, campaigns on TikTok can achieve 10 million views for a specific hashtag within the same timeframe.

#VinamilkHealthyMilkTea along with over 5000 videos that use Vinamilk’s music advertisement.

The second communication objective is to transform new customers' attitudes towards the milk tea product of Vinamilk.

Vinamilk aims to encourage purchase behavior through promotional efforts such as advertising.

We aim to target consumers aged 15 to 35, regardless of gender, who possess an average or above-average income Our primary audience includes students, office workers, and housewives.

Psychographically, our products are aimed at customers who follow the trend of healthy living and enjoy drinking milk tea.

Geographically, we will distribute to both domestic and foreign markets through distribution channels and agents that Vinamilk has cooperated with.

Our campaign will focus on attracting favorable brand switchers who occasionally choose Vinamilk but frequently opt for other brands Our goal is to convert these consumers into loyal customers while also appealing to new users.

Vinamilk aims to engage students and office workers aged 18 to 35 through its marketing campaign, recognizing their busy lifestyles and need for convenience With their demanding schedules filled with studies and overtime work, these individuals require a quick solution to stay alert A packet of milk tea that can be prepared with boiling water in just minutes perfectly meets their needs for both efficiency and satisfaction.

Vinamilk Healthy Milk Tea offers a guilt-free indulgence, combining quality taste with health-conscious choices Enjoy the perfect blend of sweetness and comfort, allowing you to savor every sip without worrying about fat Experience the satisfaction of choosing a beverage that prioritizes your well-being while delivering a delightful flavor.

Vinamilk Healthy Milk Tea introduces a new instant milk tea that blends moderate sweetness with skim milk and natural ingredients, aiming to stand out in a competitive market The brand emphasizes sincerity and ethical practices, fostering trust and emotional connections with consumers The "Healthy Choice" message highlights the brand's commitment to quality With a delightful aroma and a refreshing taste that promotes health without contributing to obesity, the product's benefits are backed by scientific research The campaign will focus on the target audience's physical fitness to capture their attention and engage their senses effectively.

To promote a healthy lifestyle, it is essential that our new product packaging features prominent and easily visible labels highlighting its health benefits Additionally, our advertising should emphasize the unchanged Vinamilk emblem to enhance brand recognition and differentiate our product from competitors.

Our campaign will adopt a fun and engaging tone to connect with consumers, promoting Vinamilk Healthy Milk Tea as a delicious choice for those pursuing a healthy and energized lifestyle While traditional healthy product advertisements often convey a serious image, we aim to spark curiosity and encourage people to experience the joy of our product Our message emphasizes that choosing healthier options doesn't mean sacrificing taste—Vinamilk Healthy Milk Tea is both enjoyable and nutritious.

We are seeking a 30-second YouTube video advertisement and a 15-second audio ad for Facebook and TikTok Additionally, we intend to enhance our product promotion through traditional media channels, including a 30-second television commercial and various other effective marketing tools.

Figure 17 Creative Brief For Vinamilk

Marketing Mix Strategy

IMC Master Plan

Detailed IMC Plan Across Media

The advertisement begins with a university student leaving the gym, heading to the library to study with her boyfriend As she passes a milk tea shop, a look of disappointment crosses her face due to her strict weight-loss regimen, which makes indulging in her favorite drink difficult The scene shifts to an office worker at her desk, fully engrossed in her tasks and lacking time for a break Both characters share a common struggle with motivation as they navigate their respective challenges.

In the library, a university student sat down at her desk, her face reflecting a sullen mood Her boyfriend, noticing her expression, quickly realized she was craving milk tea He reached into his pocket and handed her a thermos bottle As she opened it, the sweet aroma of the drink filled the air, instantly lifting her spirits.

As she leaned back in her chair to relax after sending an email to her partner, a familiar scent caught her attention Turning her head, she noticed her colleague preparing a cup of milk tea at their desk, the aroma reminiscent of a previous moment.

In the library, a girl pouts at her boyfriend while holding a thermos bottle, unable to drink yet Understanding her frustration, he pulls out a box of Vinamilk Healthy Milk Tea from his pocket, ready to share a refreshing treat with her.

- You can be assured! Vinamilk Healthy Milk Tea is extracted from barley, supports weight loss, and especially does not contain calories.

At this time, the camera turns to the milk tea box and the ingredients list of milk tea.

Returning to the scene at the office worker's desk, she looked at her colleague and asked:

- Is that milk tea you made? It smells so good!

The colleague took out a package of Vinamilk Healthy Milk Tea from the desk drawer and smiled and said to her:

Discover the convenience of Vinamilk Healthy Milk Tea, a delicious and nutritious option that's simple to prepare Each small package is easy to carry, requiring just boiling water and a quick 30-second wait for a flavorful cup of milk tea Enjoy a guilt-free treat that fits perfectly into your busy lifestyle Are you ready to give it a try?

The office worker happily accepted a milk tea package from her colleague, then headed to the bar for water After pouring the milk tea into her cup and adding boiling water, the delightful aroma filled the air, bringing a smile to her face She then returned to her desk, savoring her freshly made milk tea.

The scene transitions to a split-screen, showcasing a close-up of two characters holding Vinamilk Healthy Milk Tea while relaxing in their chairs As they take a sip, an upbeat piece of music plays, emphasizing their delightful surprise at the product With satisfied expressions, they happily enjoy the milk tea in hand, seamlessly continuing their work.

The camera focuses on the Vinamilk Healthy Milk Tea boxes prominently displayed on the tables of the characters As the scene unfolds, the advertisement seamlessly transitions to showcase the Vinamilk Healthy Milk Tea products A voiceover emphasizes, “Vinamilk Healthy Milk Tea - the most convenient and best choice for your health and preferences!”

Vinamilk leverages the power of TV advertising to effectively communicate with customers about new product lines and the upcoming Mid-Autumn Festival event The advertising campaign will run for one month during the product launch phase, with a focused 15-day promotion for the Mid-Autumn event.

Vinamilk plans to strategically choose select TV channels that align with its target audience, focusing on popular entertainment options The channels include VTV3, known for its engaging entertainment programs; VTC3, which specializes in sports and entertainment; THVL, a favorite among Southern viewers for its appealing films and shows; and HTV2, HTV3, and HTV7, which also cater to diverse entertainment preferences.

To enhance the visibility of Vinamilk Healthy Milk Tea, we will invite consumers to sample the product at Vinamilk counters located in supermarkets, trade centers, and universities Additionally, we will implement promotional offers, including discounts and complimentary Vinamilk Healthy Milk Tea with the purchase of other Vinamilk products, to attract new customers and boost brand awareness for Vinamilk.

We will have staff standing at supermarkets to let consumers try products as well as give samples to consumers to take home.

In addition, there is a lucky draw program in each product with purchase vouchers and items such as Iphone, headset, etc.

Receive a complimentary water bottle and drinking glass when you check in to purchase two products on Facebook using hashtags such as #milkteagoodforhealth Alternatively, customers can collect enough codes from the box to enter for a chance to win exciting prizes.

Corresponding to the advertisement about the Mid-Autumn Festival in the advertising section, we will give lanterns to children for each product sold.

Figure 20 Packaging Vinamilk Healthy Milk Tea.

During 44 years of presence in the Vietnamese market, Vinamilk has not only provided consumers with many healthy nutritional products but has always shown its social responsibility and interest in community activities Therefore, Vinamilk is always ready to sponsor events to promote products For this campaign, Vinamilk will join KOL to organize an online event with the meaning of charity community: Buy one box of milk tea, you will contribute 1,000 VND to Vinamilk's charity From this charity fund, Vinamilk will empower and support the people on the anti-epidemic frontline, as well as the people and children facing difficulties during this Covid 19 pandemic.

We will collaborate with influential KOLs such as Chau Bui, Hana Giang Anh, and Dino Vu, who embody a healthy lifestyle and attract followers interested in health and fitness These KOLs will promote our products and campaign messages across popular social media platforms like YouTube, Facebook, and Instagram, enhancing consumer awareness and understanding of our offerings and their benefits.

We will host engaging programs at universities where students can participate in fun games and check in on Facebook with photos featuring our products to receive free items This initiative not only allows students, our target audience, to discover and experience our products firsthand, but also promotes brand awareness among consumers.

Timeline

Week Week Week Week Week Week Week Week Week Week Week Week

Campaign Budget

We have adopted the Incremental budgeting method for our financial planning In the first half of 2019, Vinamilk allocated VND 901 billion for various campaigns, and for our upcoming 6-month campaign, we have set a budget of VND 25 billion.

Program Detail Price Quality Total

1 times a day VTV3 110,000,000/ 30s for 1 months 3,330,000,000

1 times a day VTC3 25,000,000/ 30s for 1 months 750,000,000

1 times a day HTV2 80,000,000/ 30s for 1 months 2,400,000,000

Advertising TV THVL 60,000,000/ 30s for 1 months 1,800,000,000

Network and Google, 1.57 USD/CPM + 10,000

Digital Youtube Youtube 150/ Impression Impression 1,861,100

1 times a day VTV3 110,000,000/ 30s for 0.5 months 1,665,000,000

1 times a day VTC3 25,000,000/ 30s for 0.5 months 375,000,000

1 times a day HTV2 80,000,000/ 30s for 0.5 months 1,200,000,000

Advertising TV THVL 60,000,000/ 30s for 0.5 months 900,000,000

Total Phase 6,540,000,000 Total 23,181,861,100 Back-up plan 2,318,186,110

Tiêu đề	IMC Plan for New Brand Vinamilk Healthy Milk Tea
Tác giả	Le Kim Ngan, Tran Anh Thu, Phan Phuc Hai, Nguyen Thi Thao, Tran Thi Kim Ngan, Pham Nguyen Quynh Nhu
Người hướng dẫn	Ms. Dang Truong Thuy Anh
Trường học	University of Economics and Finance
Chuyên ngành	Brand Management
Thể loại	Final Project
Năm xuất bản	2021
Thành phố	Ho Chi Minh City

Định dạng
Số trang	47
Dung lượng	1,24 MB