The Marketing Plan to launch one of the ABBOTT maternal nutrition products: New SIMILAC MUM-Advance EyeQ Plus®

1 TRƯỜNG ĐẠI HỌC MỞ TP HCM UNIVERSITÉ LIBRE DE BRUXELLES SOLVAY BRUSSELS SCHOOL HO CHI MINH CITY OPEN UNIVERSITY ECONOMICS & MANAGEMENT MMA6 Author: NGUYEN NGOC TRAM DO ANH TAI The Marketing Plan to launch one of the ABBOTT maternal nutrition products: New SIMILAC MUM-Advance EyeQ Plus® MASTER PROJECT MASTER IN MARKETING & ADVERTISING Tutor s Name SERGE BYWALSKI Ho Chi Minh City (2013) COMMITMENTS & DISCLAIMERS We, the undersigned, Nguyen Ngoc Tram and Do Anh Tai commit that we have executed this final project by ourselves based on the information collected either or from A V N This document is designed only for the academic purpose of the completion of our Master in Marketing and Advertising It is therefore not expected for any other commercial uses In present this thesis in partial fulfillment of the requirement for the Master of Marketing and Advertising at the Solvay Business School Economics and Management, we agree that this material shall make it freely available for reference and study It is understood that copying or publication of this thesis for financial gain shall not be allowed ACKNOWLEDGEMENTS We would like to express our sincere thanks to Mr Serge Bywalski for his initial guideline of the structure of this project Prof Alain definitely deserves a deep gratitude from us for his comments, advices and approval on this paper We are grateful to the marketing department at Abbot Vietnam Nutrition for their continued encouragement and useful documents and recommendations Finally, we must express our deep appreciation to all the helpful staff at the Postgraduated Department of the Ho Chi Minh City Open University, our colleagues, friends, and our family, who have, as always, given us their throughout supports TABLE OF CONTENTS      COMMITMENTS & DISCLAIMERS ACKNOWLEDGEMENTS TABLE OF CONTENTS ABBREVIATIONS INTRODUCTION CHAPTER I: ABOUT THE PRODUCT BRAND 11 Abbott Laboratories Global 11 Abbott Nutrition Vietnam 13 CHAPTER II: ABOUT THE MARKET & BRAND KEY MILESTONES 14 Market Situation 14 Competitive Landscape 15 Market Share 16 Brand Key Milestones 17 CHAPTER III: BRAND POSITIONING 18  New Similac Mum Brand Key Attributes 18 Root Strengths 18 Competitive Environment 20 Target Group 20 Consumers Insight 20 Benefits 23 Driving Beliefs & Personality 23 Reasons To Believe 23 Discriminator 23 Brand Essence 23  New Similac Mum Positioning Charts 24 Brand Awareness Positioning 24 Market Share Positioning 24 CHAPTER IV: COMMUNICATION CAMPAIGN 25 Communication Strategy 25 Interpreted Communication Architecture 26 Integrated Communication Execution 28 Budget & Timeline 34 CHAPTER V: COMMUNICATION CAMPAIGN EVALUATION 34  REFERENCES 35  APPENDIX 36 ABBREVIATIONS CMR: Customer Relationship Management CSR: Corporate Social Responsibility FOS: Frebiotic Fiber HCPs: Hospital-Clinic Practitioners HTML: Hyper Text Markup Language IOM: Institute of Medicine KPI: Key Performance Indicator LCD: Liquid Crystal Display ME: Mother Education OTS: Opportunity to See PR: Public Relation ROI: Return on Investment SEC: Socio Economic Classification SEM: Search Engine Marketing SOM: Search Engine Optimization TVC: Television Commercial WOM: Words of Mouth INTRODUCTION The Importance of a Marketing Plan These days, no business can afford to trade without a marketing plan This applies to all types of businesses, large or small, online or bricks and mortar A marketing strategy enables us to reach new audiences, raise awareness of our brand and sell our products or services (Internet, adaptiveconsultancy.com, Adaptive Consultancy 2013) The Benefits of a Marketing Plan There are several which include: A U E T U A our products or services to the right groups of customers, e.g market segmentation -effective The end result is an increase in customers or web traffic if we trade online, which leads to increased sales This provides a very good return on investment (ROI) as well as boosting our bottom line (Internet, adaptiveconsultancy.com, Adaptive Consultancy 2013) Stages of a Marketing Plan A marketing plan consists of a series of stages which are reviewed at intervals These stages include: C applicable Once you know who your customers are, you can target your plan at them C weaknesses How you stand out from the rest? if “ D e building your brand identity, generating new leads, retain existing customers and establishing your position in the marketplace D individual plan Think about which marketing methods are appropriate for your business and how these will be measured Set a timescale Set a budget: cost is always a factor Many businesses avoid marketing due to the cost but it is possible to market your business on a budget (Internet, adaptiveconsultancy.com, Adaptive Consultancy 2013) The important of Advertising Advertising is a favorable representation of product to make consumers, customers and general public aware of products It lets the potential buyers, general public and end users to be aware and familiar with the brands and their goods and services (Internet, SimonCotter.com, important of advertising, 2009) Advertising is a paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect a brand with potential customers (the target audience) Advertising helps to identify a brand, provides information about the brand and persuades people to buy things (Professor Alain, Solvay-ULB Vietnam, 2012) In a successful business, advertising play an essential and important role Though advertising does not mean selling of products and services but it helps in increasing the sales Advertising create awareness in people When general public be conscious to the products, services and goods under the brands and pursuit people towards brands and make them buying better brands Advertising can be used to create brand awareness in general public and to make business more popular within the circle of potential buyers Advertising, in a straight line, increases profit of the companies by escalating its revenue The expenditure made on advertisement can turn as good boost in earnings (Internet, SimonCotter.com, important of advertising, 2009) The Roles of Corporate Social Responsibility (CSR) B H people, not just shareholders A company should be a responsible member of the society in I W B C “ D Businesses and their role in society are subjected to more intense scrutiny than ever What is the main purpose of a company? Is it to make as profitable business as possible in order to perspective in the society? Should this perspective go beyond pure financial aspects of the activities? The quotation above refers to the ongoing discussion about what kind of responsibility a company has Besides making profitable business the responsibility of a company can, for example, be connected to programs for fair treatment of employees, using sustainable environmental friendly methods and participating actively in discussions about ethical social dilemmas (Löhman & Steinholz, 2003; Philipson, 2004) It is a discussion about how companies chooses to business; solely with financial objectives or in a responsible way that might affect the financial return, but support other values CSR is all about how a company chooses to run its business i.e in which way business is done A company with a serious CSR intention is likely to gain a competitive advantage, while a company with a neglecting attitude might face overwhelming problems The discussion about CSR and communication of CSR shows that CSR should be an important part of a brand management Communicating positive CSR is a way of strengthening a brand, while neglected or negative CSR news can lead to dramatic consequences Communication Platforms In marketing, there are different ways of formulating and creating a message that is intended for the receivers These messages are seen as an important part of communication and they may be divided in terms of so called communication platforms Kotler (2003) These five communication platforms are presented in the figure below ADVERTISING SALES PPROMOTION PR & PUBLICITY PERSONAL SELLING DIRECT MAKETING Corporate communication platforms in terms of different channels and messages, each of these platforms is an important part of creating awareness of the business and the products among various stakeholders (inspiration from Kotler, 2003, 564) Advertising includes the traditional marketing communication tools; newspapers ads, television ads and symbols and logos are some examples (Kotler, 2003) Sales promotion refers to communication through events like fairs, exhibits, games, lotteries and demonstrations and to give away free samples and gifts Public relations and publicity is the platform that is not directly aiming to communicate to customers Examples of public relations are the annual reports from a company, participation in seminars and sponsorships and publications Personal selling is when a sales person from the company approaches potential customers through sales meetings and presentations Direct marketing means that 10 the company contact potential customers through mail, e-mail, fax or telephone and offer the products in a direct, but non-personal, way An alternative way of describing the different communication platforms is to talk about communication options (Keller, 2001) The division between the different options can be done in a similar way as in the model by Kotler, but the main point is that the sender of a message must make an active choice of which channel to use for communication Understanding the possibilities and managing the risks of communication a company can create a strong brand (Keller, 2001; Kotler, 2003) The main idea of branding is that everything a company does communicate and that successful brand management will secure cts in the mind of the customer (Carolina von Schantz (MSc) & Cecilia Mark-Herbert (Ass.Prof.), Swedish University of Agricultural Sciences, SLU) Based on the above theory and consultancy, we will apply for the below project: The Marketing Plan for one of the ABBOT maternal nutrition products New Similac Mum-Advance EyeQ Plus (Low Fat Maternal Supplement with Fibre (FOS) for Pregnant & Breastfeeding Mothers) Primary objective: to increase products awareness Secondary objective: to push sales (No.1 in value share) New Similac Mum-Advance EyeQ Plus 26 Interpreted Communication Architecture Creative Idea Communication Objectives Integrated Communication Platform Interpreted Communication Architecture: THE SIDE VIEW   Key Communication Objective: – A New Similac Mum by making targeted value immunity & brain development from pregnancy (20th week, baby kicking) up to lactating period – New Similac Mom supports moms to be at most well-being to deliver best supports for baby as well as enjoy her great time to the fullest Message Strategy and Creative Idea Message Strategy: New Similac Mum lets your baby absorb the most advanced unique EyeQ system for both brain and body development Most advanced immunify ingredients with Fibre (FOS) supports appropriate weight gain and provides mums a host of valuable nutrients to be at most well- 27 Creative idea: HAPPY KICK-HAPPY MOMENT Treasure your great time in life! Drinking New Similac Mum, the baby is healthy and growing up smart inside the The proof is that baby can produce happy kicks which definitely bring utmost happiness to his or her mom to help her treasuring that great time in her life  360 degree Integrated Communication Platform DIRECT MARKETING PR/EVENT/TRADE N “ M the most advanced unique EyeQ system for both brain and body DIGITAL HAPPY KICK-HAPPY MOMENT Treasure your great time in life! ADVERTISING M Fibre (FOS) supports appropriate weight gain and provides mums a host of valuable nutrients to be at most well- SALES PROMOTION Interpreted Communication Architecture: THE CLOSE-UP EYE BIRD VIEW SPONSORSHIP CHARITY DONATION 28 Integrated Communication Execution ADVERTISING A strong media campaign to be implemented to support the new TVC HAPPY KICK-HAPPY MOMENT which should be a right balance between functional (fetus story), emotional (take care for baby, take care for mum) in order to obtain the best of awareness Ad premium positioning for both print ads and TVC should be taken into consideration  TVC: a robust tool to boot awareness at wider coverage  TVC H K -Happy Moment : creative script playing kicking with mom and d B (A funny, quite exaggerative but lovely story of a baby who is ready to follow “ M with the illustration of the womb ption)   TVC: standard 30 sec thematic TVC (tentatively 20s + 10s) TVC to broadcast on HTV & VTV (most popular and credible TV channels in Vietnam) and on LCDs in supermarkets  Full single color page print ads on most popular newspapers and magazines for our target likes: Women, especially Mom&Baby (Me va Be), Family Health (Suc Khoe Gia Dinh)  Print ads  Posters, Stands, Brochures & Leaflets    Posters and stands to be used in the super markets, key shops Strong display program at retail shops and supermarkets to introduce the new product Brochures and leaflets to give out for B to B and B to C 29 DIGITAL Digital is the strategic and ambitious channel of the brand to integrate with our target audience It will help the brand to connect with its customers as close as possible in order to send messages and receive feedbacks This channel is much less cost but can bring enormous positive results in marketing nowadays if proper managed T HAPPY KICKHAPPY MOMENT a lots on this criteria Digital Media must be paid serious control to maximize the efficiency as well as to avoid unwanted interferences or consequences that might lead to crisis  Paid Media     Heavily invest on Search Engine Marketing (SEM from Google to gain awareness for short term and SEO for long term) to gain the number in search During the launch, air banner ads on Mom&Baby website Especially, partnership with trusted sites of Mom&Baby (Cha me va con, Lam cha me Strategically partnership with Webtretho forum to own a microsite with advantages of the millions-member community  Owned Media   B HAPPY KICK-HAPPY MOMENT campaign www.happykick-happymoment.com sharing from community of all mums who can come to get information about pregnancy and join promotion campaigns to get free samples and booklets of taking care of themselves during the pregnancy and welcome the baby A HAPPY MOMENT website and recruit mums to come to share their stories and pictures of happy moment when she feel the kicks, 10 winners of best stories and pictures will be sponsored by the brand a package of products and expert consultants at Mum Center 30   Build a strong CRM program to recruit mums and engage them in activities: o E-Nuture communication program in which sending electric direct mail to mums every week to update information of their pregnancy o Especially, for mums who come to 20th week we send HAPPY MOMENT of feeling the kick from the baby Also we give mom supports if they get any worry by calling from the Mum Center to help her out with expert consultancy Build the fanpage on Facebook to share information for mums and get mums involved to share back their experience, their pictures of happy moments they have been through  Earned Media     TVC to post on Youtue to increase OTS and for sharing as well as to collect comments from viewers Video sharing on Youtube: encourage mums to make their own video clips telling about how happy she is when she feel the mums A HAPPY KICK-HAPPY MOMENT concept with mom fans who can create the HAPPY KICK-HAPPY MOMENT fanpage to continue sharing their happiness during the pregnancy (this one is supportive to the big purpose of treasure a great time in women life) Extend to earn a fan page of dad (not only mum) who comes to share the moment how he feel special after waiting to feel the kick from his child Dad can create more influence in the parent comm appy mom want to assist the mum  Mobile Marketing  WAP site: Build a wap site to offer mums who access from phone and other devices with HTML technology - Advertising on mobile ad network to drive traffic to the site 31     Smartphone Application: Develop application to track mum pregnancy period, push useful information about the development of fetus inside the womb following weeks of pregnancy, for ex: How the womb develop during week 20th, giving hints for mum to drink Similac Mum Direct Calls: Abbott experts contact mums through phone to consult about pregnancy nutrition program as well as invite mum to use Similac Mum Push information about brand promotion, brand activities to invite mums to join All based on the customer data base of the brand SALES PROMOTION  Package Pregnancy Check-up & Cash Away    Launch a big consumer promotion with integrated mechanism Mom buy New Similac Mum get the code in the pack Mom come to website of New Similac Mum Advance EyeQ Plus www.happykick-happymoment.com, enter the code and play with the games to win prizes (Easy mechanic of playing the kick of the baby and add element to make the baby and the mom, daddy happy + attractive prizes: package of pregnancy checkup at FV hospital and cash 100,000,000 VND to support Mom take care of her giving birth)  Dry Sampling & Gifts Away   Practical gifts for mum to use to take care of the baby later upon buying products at points of sales Dry sampling to offer at promotion stands at key stores and during ethical promotions in hospitals and clinics 32 PR/EVENT/TRADE  Public Relations      Press release of new product launch with great consumer promotion to attract mums Advertorial of functional and emotional angles on Mom&Baby magazine, Women Magazine, Family Health Magazine Invite a celeb who is pregnant to influence on mum community by getting her endorsement for PR articles and print ads Articles about our Mum Club activities and Happy Mum Fund Partnership with media strategically to sponsor an expert column to give consultancy and advice for mums with a sub column to introduce best choice for mums: New Similac Andanced EyeQ Plus  Event & Trade     Organize conference to invite HCPs to announce the launch of new maternal product with the presentation of our innovative formulas and ingredients which bring great benefits to mums and fetus Distributor conference to announce the new scheme and big consumer promotion with clear product benefit explanation to inspire and engage them at a high target Trade promotion: Bundle promotion with premium gift and good intensive scheme for retailers Launching event at 5-star hotel to invite the best retailers and winning consumer from the online contest to join a remarkable event where mum is seeing her baby kicking happily by a happy scanning machine They will get doctor advice and check up at the event as well 33 SPONSORSHIP CHARITY DONATION Abbott Nutrition Vietnam is a Vietnamese citizenship These activities show the way we run our business and conduct ourselves as a good citizenship with contributions to local society We are equally focused on creating a culture of citizenship grounded in the foundational elements of sound business practice T  Mum Club     Sponsor the Mum Club: in big cities HCMC, Hanoi, Danang Invite experts to come giving consultancy for mum to track their pregnancies and take care of themselves and their babies Weekly activities like instructing mum how to breathe, how to sleep, nutrition programs and supporting mum and dad in communicating with their child since the happy kick Give advices for mum how to take care their womb in the best way and product information advices to help mum have the smart choice  Happy Mum Fund      A fund called Happy Mum: to give support to single mum in Viet Nam (who is not supporting by family and any husband) This fund is distributed via Mum Club and its activities by giving free consultant, free product and a package of giving birth at a central hospital plus a full year of supporting the mum to take care of the baby As there is not any fund to support mum who stand on her own feet, Abbott is there to assist mum with happiness To give free pregnancy check-ups for pregnant women with economy difficult situations, especially women in rural areas This program will be in line with supporting activities from other charity organizations to maximize the efficiencies 34 Budget and Timeline TOOLS Week May Week Week Week Week June Week Week Week Week July Week Week 10 11 Week 12 TVC Print Ads ADVERTISING Posters Stands Brochures & Leaflets Paid Media DIGITAL SALES PROMOTION Owned Media Earned Media Mobile Marketing Check-up & Cash Gifts Sampling PR PR EVENT TRADE Event Trade SPONSORSHIP CHARITY DONATION Mum Club Happy Mum Fund BUDGET USD 600,000 CHAPTER V: COMMUNICATION CAMPAIGN EVALUATION The evaluation of the communication campaign will be measured by those KPIs: • • • • • The value of ROI of the paid budget compared with the media value The number of target audience saw, read the messages or joined the campaign based on the ratings, OTS, readership, accession, number of doctors, retailers, moms joined the brand activities The reaction to the media content (positive, neutral or negative) Integration efficient between the brand and consumers: number of collaboration, feedbacks, to the campaign through website, facebook, youtube The sales of New Similac Mum-Advance EyeQ Plus period May 13 to July 13 35 REFERENCES Abbott Global website: http://www.abbott.com/index.htm Abbott Nutrition Vietnam website: http://abbottnutrition.com.vn/ Adaptive Consultancy website: - Brand key: http://www.eurib.org/en/home.html Nielsen Qualitative Study Focus Group 2009 Retail Audit AC Nielsen 2010 Retail Audit AC Nielsen Feb 2013 T W A P G 2005 Business Strategy and the Environment Conference September 5-6, 2005, Leeds & West Yorkshire, the UK by Carolina von Schantz (MSc) & Cecilia Mark-Herbert (Ass.Prof.) Swedish University of Agricultural Sciences, SLU 36 APPENDIX Retail Audit AC Nielsen Feb 2013 Brand key model: EURIB (European Institute for Brand Management) MARKET SHARE Feb 2013 Sum(PER) - 6Cities (TT+MT2 Partial) Enh MANUFACTURER Mead Johnson Abbott FrieslandCampina Fonterra Brands Vinamilk Dumex FrieslandCampina Nam Yang PBM Nutritionals Nutifood Meiji Nam Yang Tan Uc Viet Nestle Nutribio Celia Hancofood Omni Nutrition US Milk Nam Viet Viet Uc Meliphar Van An Dai Nam BRAND Enfamama A Plus Similac Mom Friso Gold Mum Anmum Dielac Mama Dumex Mama Gold Dutch Lady Mum Imperial Mom Xo Insulac Mom Nuti IQ Mum Meiji Merry Mama I Am Mother Mom Arti Gold Mum Mom & Me Nactalia Mama Celia Mama Mamalac NutriMum Maternal Plus Alpha Milk Mama Grow Milk Mama Sua Non_For Mama Gold Milk Good Milk Manma Value % Share Volume % Share 27.6 23.4 23.1 17.4 13.3 11.0 12.5 11.8 10.9 23.9 3.1 2.9 2.0 3.7 1.5 1.0 1.2 1.1 1.1 2.2 0.6 0.5 0.6 0.3 0.3 0.3 0.3 0.1 0.1 0.1 0.1 0.5 0.3 0.2 0.1 0.2 0.1 0.1 0.0 0.1 0.0 0.1 0.0 0.0 0.0 0.1 0.0 0.0 Toan Cau Gigo Mama 0.0 0.0 Dong Anh Goldsure Mama 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Enter Milk Mama Lactalis Picot Maman Smart For Y Duoc Co Truyen Tue Tinh Mama Vina Food Vinafood Mamma Hikid Hikid Mum Nutricare Nutricare Mom Hoang Khang Mimimum Dai Nam Lacmilk Mama Vido Food Huong Khanh Mama Phuc Tho Inolac Mama Lypack Milmax Mama Tien Buu Nam Yang Star Mom Gold 0.0 0.0 Bellakt Dong Anh Topfer Vita Dairy Bibica Bellakt Mama Milac Mama Lactana Vita Mama Mumsure 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 K.A.T Food Katilac Mommy 0.0 0.0 Bidiphar Eutrolac Mama 0.0 0.0 FrieslandCampina Hancofood Meiji Nutifood Packed By Aida Frisomum Leap Mum Meiji Mama Nutimum Mumfit Prenagen Mama Talac Mama Arti Mum Uclady Mama 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Sanghiang Perkasa Ta Anh Tan Uc Viet Viet Y MARKET SHARE Feb 2013 Sum(PER) - 6Cities (TT+MT2 Partial) Enh MANUFACTURER Mead Johnson Abbott FrieslandCampina Fonterra Brands Vinamilk Dumex FrieslandCampina Nam Yang PBM Nutritionals Nutifood Meiji Nam Yang Tan Uc Viet Nestle Nutribio Celia Hancofood Omni Nutrition US Milk Nam Viet Viet Uc Meliphar Van An Dai Nam BRAND Enfamama A Plus Similac Mom Friso Gold Mum Anmum Dielac Mama Dumex Mama Gold Dutch Lady Mum Imperial Mom Xo Insulac Mom Nuti IQ Mum Meiji Merry Mama I Am Mother Mom Arti Gold Mum Mom & Me Nactalia Mama Celia Mama Mamalac NutriMum Maternal Plus Alpha Milk Mama Grow Milk Mama Sua Non_For Mama Gold Milk Good Milk Manma Value % Share Volume % Share 27.6 23.4 23.1 17.4 13.3 11.0 12.5 11.8 10.9 23.9 3.1 2.9 2.0 3.7 1.5 1.0 1.2 1.1 1.1 2.2 0.6 0.5 0.6 0.3 0.3 0.3 0.3 0.1 0.1 0.1 0.1 0.5 0.3 0.2 0.1 0.2 0.1 0.1 0.0 0.1 0.0 0.1 0.0 0.0 0.0 0.1 0.0 0.0 Toan Cau Gigo Mama 0.0 0.0 Dong Anh Goldsure Mama 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Enter Milk Mama Lactalis Picot Maman Smart For Y Duoc Co Truyen Tue Tinh Mama Vina Food Vinafood Mamma Hikid Hikid Mum Nutricare Nutricare Mom Hoang Khang Mimimum Dai Nam Lacmilk Mama Vido Food Huong Khanh Mama Phuc Tho Inolac Mama Lypack Milmax Mama Tien Buu Nam Yang Star Mom Gold 0.0 0.0 Bellakt Dong Anh Topfer Vita Dairy Bibica Bellakt Mama Milac Mama Lactana Vita Mama Mumsure 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 K.A.T Food Katilac Mommy 0.0 0.0 Bidiphar Eutrolac Mama 0.0 0.0 FrieslandCampina Hancofood Meiji Nutifood Packed By Aida Frisomum Leap Mum Meiji Mama Nutimum Mumfit Prenagen Mama Talac Mama Arti Mum Uclady Mama 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Sanghiang Perkasa Ta Anh Tan Uc Viet Viet Y