1 GROUP ASSIGNMENT Topic Integrated Marketing Communication Program Class MKT1618 Subject MKT304 Lecture Trần Tuyết Minh Group Members Bùi Ngọc Anh HS163153 Vũ Thu Trang HS163081 Trương Thị Huyền My H.
GROUP ASSIGNMENT Topic: Integrated Marketing Communication Program Group Members Bùi Ngọc Anh - HS163153 Vũ Thu Trang - HS163081 Class: MKT1618 Trương Thị Huyền My - HS163155 Subject: MKT304 Đào Thị Huyền Trang - HS163141 Lecture: Trần Tuyết Minh Trần Cẩm Ly - HS163125 TABLE OF CONTENT Introduction .3 1.1 Company 1.2 Chinsu chili sauce 1.3 Chinsu's customers 1.4 Objectives Analysis of Promotional Program Situation 2.1 Internal analysis 2.11Promotional/ Marketing Department organization .8 2.12 Firm’s ability to implement promotional program 2.13 Agency evaluation and selection Review of previous program results .11 2.2 External analysis 11 2.21Consumer behavior analysis .11 2.22Market segmentation and target marketing Market positioning 14 Analysis of Communication Process .15 3.1 Analyze receiver’s response processes 15 3.2 Analyze source, message, channel factors 17 3.3 Establish communication goals and objectives 18 Develop Integrated Marketing Communications Program 18 4.1 Advertising 18 4.2 Direct marketing .25 4.3 Digital/Internet marketing 25 4.4 Sales promotion 27 4.5 Public relations/publicity 29 4.6 Personal selling 29 Budget Determination 29 5.1 Set tentative marketing communications budget 29 5.2 Allocate tentative budget 33 Evaluate promotional program results/effectiveness (How/ tools) 34 Conclusion .35 Reference 36 Introduction 1.1 Company Masan Consumer named Masan Consumer Goods Joint Stock Company is the company that occupies the 7th position in the list of Top 50 most valuable brands in Vietnam in 2016 and ranks 2nd in the consumer goods industry Masan Consumer manufactures and distributes a wide range of food and beverage products Its products include soy sauce, fish sauce, chili sauce, instant noodles, instant coffee, instant cereals, and bottled beverages Masan - The origin of Chinsu brand to meet the needs of 90 million Vietnamese customers In 1996, Masan started with the food industry, established Viet Tien Technology - Industry Trade JSC, specializing in spices In 2000, Masan established Minh Viet Import-Export and Industry Joint Stock Company, specializing in trade and import and export In 2003, Viet Tien Company and Minh Viet Company merged to become MaSan Industry - Trade Joint Stock Company In 2008, Masan Industry and Trade Joint Stock Company changed its name to Masan Food Joint Stock Company (Masan Food) In 2011, Masan Food Joint Stock Company changed its name to Masan Consumer Goods Joint Stock Company (Masan Consumer) In 2002, Chinsu Masan was born with the mission of approaching the high-end spice market in Vietnam with a diverse product portfolio: fish sauce, soy sauce, chili sauce, ketchup In addition to Chin-su, Masan Consumer is also proud of the brands Tam Thai Tu, Nam Ngu, Omachi, Tien Vua, Kokomi, Bfast, Vinacafe, Wake-up, Vinh Hao All Masan products are aimed at safety for the health of customers Masan is the company that owns the Chinsu chili sauce brand Currently, many people still mistakenly believe that this business is from abroad However, Mr Nguyen Dang Quang - Chairman of Masan shared "The name Masan implies a Vietnamese company, Manh and Sang on the S-shaped strip of land" 1.2 Chinsu chili sauce Chinsu chili sauce is one of the most popular condiments today thanks to its pungent taste, which increases the deliciousness of the dish Therefore, genuine Chinsu chili sauce products are widely sold in stores, supermarkets, and grocery stores across the country Chinsu chili sauce is made from bright red chili peppers and fresh garlic cloves, then pureed and blended, bringing a pungent but not harsh taste, on the contrary, extremely fragrant The product has a beautiful, wavy red color, often used to dip into fried dishes, mix into dry dishes and stir in water to taste delicious Products meet food safety standards, not add artificial spicy or prohibited chemical ingredients After years of striving and development, Chinsu chili sauce gradually becomes close to every Vietnamese family, present widely from rural to urban areas, from small kitchens, popular shops or luxury restaurants Masan is the company that owns the Chinsu chili sauce brand Currently, many people still mistakenly believe that this business is from abroad 1.3 Chinsu's customers One of the most important and decisive factors to the marketing activities of the business is the customer Chinsu's customers come from two sources: Retail customers and distributors such as agents and supermarkets In order to have the perfect marketing strategy, Chinsu sought to understand and hit the right habits of customers In Vietnam, Chin-Su is leading the chili sauce market with a 60% market share In addition, this product has been exported to Japan, North America, Europe, Australia, China, Korea… 1.4 Objective Masan's upcoming objective is to expand the scale of "Point of Life" Specifically, in 2022, Masan will initially expand the scale of the WinMart+ chain by 700 - 1,000 points of sale, bringing the total number of mini supermarkets to 3,300 - 3,600 points before the end of 2022 Masan also plans to convert at least 50 % of WinMart+ selling points into mini-mall stores Expansion into modern retail has increased Masan's market reach from just 1% of the consumer budget to nearly 25% Masan's next five-year plan is to build an efficient model to serve 30 to 50 million consumers and create a tremendous value chain This means that consumers will save 5-10% on essential goods; producers and farmers will increase profits by 5-10%; Retail franchise partners will increase their profits by 5-10% over their current operations.” The objective of Chinsu Chili Sauce is to prolong the product life cycle and successfully become a popular product in the top of mind of Vietnamese and international consumers By 2030, Chin-su strives to become one of the 10 strongest chili sauce brands in the world, contributing to bringing Vietnam's processed agricultural products to the world Analysis of Promotional Program Situation 2.1 Internal analysis Strength: The Board of Directors has the capacity, vision, and strategy to develop the company The staff have good knowledge of the domestic market and a lot of experience in the international market with foreign partners Masan Consumer focuses on investing in strong brand building, which has resulted in many brands quickly gaining market share in the condiments, convenience foods, and coffee industries Large distribution and agent system: Masan Consumer owns a large distribution channel system The distribution network of the company is very strong, the sales points are spread throughout 64 provinces The company has unique marketing activities, multimedia communication, and promotional campaigns, so brand awareness is very high The company owns the most modern Research and Development Center (MRD - Masan Research & Development Center) in Vietnam The production process is "closed", and the management is strict, promoting the development of consumer goods products and diversifying product categories The company's products have been chosen by many consumers Many products such as Chinsu fish sauce or Omachi instant noodles are suitable for the consumption needs of Vietnamese people Weakness: Spending too much budget on promotional activities and product development costs The management and treatment of employees and key management teams are not really good Most raw materials are currently imported from abroad leading to high production costs The company has not been able to adapt to unforeseen changes in business activities in the industry or in economic conditions, which greatly affects the strategies of the company Opportunity: Masan Company is a reputable joinj-stock company above, so it has the ability to mobilize many capital sources in the financial market Now that Vietnam has joined the WTO, Vietnamese enterprises benefit from preferential export policies, so the ability to develop with other countries in the world is more favorable than before Demand for export consumer goods is increasing, and the State's policies encourage exports to foreign markets Economic recovery and rising incomes lead to a great demand for packaged food products that still ensure nutrition and food safety The State strengthens the campaign "Vietnamese people give priority to using Vietnamese goods" in the new situation This campaign aims to increase the market share of consumption of goods and services produced by Vietnamese people, and actively support the development of the domestic market in a sustainable way Threat: The Covid-19 epidemic has caused disruptions to the production process and incurring costs Besides, the company's plan to launch new products was also delayed due to the impact of the pandemic The trend of using water-branded products is increasing, and the State's open-door policy creates conditions for foreign enterprises to strongly attack the domestic market As income increases, the standards of customers are getting higher and higher, which poses a great challenge for manufacturers to diversify product categories but still ensure quality, good health, and competitive prices painting Price competition in both import and export markets Competitive pressure to attract labor resources when there are many potential competitors and big foreign brands in the market The exchange rate between the Vietnam doing and other foreign currencies is on an upward trend along with inflation leading to higher import prices of production materials 2.11 Marketing Department organization Source: Masanconsumergroup.com 2.12 Firm’s ability to implement promotional program The field of fast-moving consumer goods (FMCG) is considered a fertile land, but the level of competition is extremely fierce If businesses not invest in continuous brand promotion, it also means giving up the playing field to competitors Therefore, it will not be too surprising if top enterprises such as Masan Consumer, Vinamilk, and Sabeco spend trillions of VND per year on advertising and image marketing For Masan Consumer, if the amount spent on advertising in 2014 was only VND 1,282 billion, equivalent to 10% of total revenue, by 2015, advertising expenses had reached VND 1,500 billion, equivalent to 11% turnover In the first months of 2016, this figure continued to increase by 26% YoY to VND 737 billion, equivalent to 13% of revenue In 2017, Masan Consumer's selling expenses were VND3,013 billion; in which, advertising and promotion expenses, market research display expenses account for 2,195 billion VND, equivalent to more than billion VND per day After five years from being the top largest advertising spenders in Vietnam and reaping revenue growth "on all fronts" of consumer goods, Masan Consumer has increased its inventory to 80 Today, although the distributor benefits from the big promotion policy and cheap purchase, of course, the revenue and cash flow of the company has decreased accordingly Realizing the disadvantage of the sales strategy is also a necessary marketing support for new products, especially as Masan Consumer is planning to increase the proportion of its premium products, the Company has returned to the strategy of contributing to the success of the market The previous stage: Invest in marketing to build strong brands With the characteristics of essential and fast-moving consumer goods, the company is forced to use marketing to increase brand love and remind customers of the company's products That is why Masan is one of the companies that has spent a lot of money on advertising and has become the Top of mind in its field 10 - Mast-head runs the first week of the campaign Figure: Mast-head Yan news (Source: Yan news) - Desktop Banner for the rest of the campaign Figure: Desktop Banner Yan news (Source:Yan news) 24 4.2 Direct Marketing Direct selling: - In the supermarket: Employees stand at the display point to sell and support customers in the Winmart supermarket - Quantity: employees per booth Total: 10 employees • Hanoi: Winmart at Vincom Nguyen Chi Thanh, Vincom Center Tran Duy Hung, Vincom center Pham Ngoc Thach, Vincom Center Lieu Giai, Vincom Center Tran Duy Hung, Vincom Ba Trieu • Ho Chi Minh: Winmart at Vincom center Mega Mall Thao Dien, Vincom center Dong Khoi, Vincom Plaza Quang Trung, Vincom Plaza Ba Thang Hai - Resellers: Sellers will assist customers in exchanging gifts 4.3 Digital/Internet marketing 4.31 Search engine optimization Book keywords such as: Chili sauce, delicious dishes in Vietnam, Chin su, how to make delicious dipping sauce, delicious fried spring rolls, Things to try when coming to Vietnam, Food with home flavor, so when Users search for Chinsu chili sauce websites and "Thousand of loves in the taste of nostalgia" campaigns will appear at the top of the search engines in Google 4.32 Content marketing Build a content marketing system to convey the campaign's message on the page CHIN-SU cycle: Before the campaign, during the campaign • Before the campaign: producing content related to Chinsu chili sauce quality, Chinsu chili sauce's attachment to Vietnamese family • During the campaign: Produce content related to the message the campaign wants to convey 4.33 Social media advertising Marketing on today's popular platforms such as Facebook, Youtube, Tiktok, … 25 KOLs help businesses reach target customers more effectively than Google ADS or Facebook ADS because they already have a certain amount and audience of followers The KOLs we selected in this campaign have a large following and are young people, and the product's audience is aimed at young people far from home Therefore, the yield will definitely be high Using KOL in the "push trend" campaign for Chinsu chili sauce on social networks in a short period of time will help Massan accelerate the time to accomplish the set KPI goals, the interaction with customers and orders a Before and during the campaign - Booking KOLs: "Dinology, Jun Pham Official, Ninh tito, Duc Phuc, Ong Anh thich nau an, Chau Bui" posted the question "Does it take to miss home every Tet?" and attach the hashtag #tuongotchinsu #nganyeuthuongmuonvinho on their page to create topics for the audience to discuss b In the campaign: - Facebook: • Page Chinsu publishes informational articles and campaign messages • Booking KOLs: Chau Bui, Jun Pham, Dinology, Duc Phuc take a photo with a family dish cooked with Chinsu chili sauce and tell a story related to that dish while also conveying their information and message campaign "Thousand of loves in the taste of nostalgia" - Youtube: • Post TVC at Chinsu channel • Booking KOLs and Channel: Misthy, Hom an gi, Ninhtito, Dinology, Jun Pham took a video of the experience of drawing a message card from a giant bottle of Chin su chili sauce placed at the supermarket and buying a bottle of 26 chili sauce with a winning scratch code to have a chance to win, receive prizes at the counter - Tiktok: • Booking KOLs: Hom an gi, Ninhtito, Dinology recorded a video of the experience of drawing a message card from a giant bottle of Chin su chili sauce placed at the supermarket and buying a bottle of chili sauce with a winning scratch code to have a chance to receive prizes right at the counter Social networking platforms such as Facebook, Tiktok, Youtube, attract a lot of people, so advertising about them is really one of the great marketing strategies, attracting target customer 4.4 Sales Promotion 4.41 Consumer-Oriented Sweepstakes: have a chance to win gifts through the winning scratch code on the back of the chili sauce bottle label • Family tour to Phu Quoc days nights • 2000 Bowls of Love 27 • 1000 Bags of Happiness • 1000 Family Lunch Boxes 4.42 Trade-Oriented: Incentives: Incentives: With a revenue of million VND from chin su chili sauce, dealers will receive shelf with the company's logo printed 28 4.5 Public relations/publicity Sponsor the TV program "Sao Nhap Ngu", “Running Man Viet Nam” in Vietnam These shows are around the time our campaign is running Moreover, these two programs attract a large number of followers, and it targets all audiences 4.6 Personal selling Chinsu is a cheap essential item that can be purchased anywhere, so it is not necessary to use Personal Selling in the Marketing Communications Program Budget Determination 5.1 Set tentative marketing communications budget 29 TYPE OF MEDIA: Advertising Out-of-Home Advertising Types Detail Billboards Ha Noi JUNE JULY August TOTAL PROPORTION Ho Linh Dam, Giai Phong, Hanoi 800,000,000 VND / Year Crossroads Lac Trung – Kim Nguu – Thanh Nhan, Hanoi 1,000,000,000 VND/year Total: 900,000,000 VND (for half a year) Ho Chi Minh Crossroads 4, Phan Dang Luu – No Trang Long, Ho Chi Minh 950,000,000 VND Binh Trieu Bridge, Binh Thanh, Ho Chi Minh 1,660,000,000 VND Total: 1,305,000,000 VND (for half a year) Street Furniture Ha Noi Bus shelter advertising 6,000,000 VND/3 months Total: 36,000,000 VND Ho Chi Minh Bus shelter advertising 6,000,000 VND/3 months Total: 36,000,000 VND Transit Ha Noi Big bus 28,000,000 VND/ months Total: 112,000,000 VND Ho Chi Minh Big bus 28,000,000 VND/ months Total: 112,000,000 VND In-Store Media In- store ads Ha Noi Giant chili sauce bottle model and booth 50,000,000 VND/1 month Total: 300,000,000 VND Ho Chi Minh Giant chili sauce bottle model and booth 50,000,000 VND/1 month Total: 300,000,000 VND In- store TV: Ha Noi LCD advertising 41,140,000 VND/month Total:123,420,000 VND Ho Chi Minh LCD advertising 34,980,000 VND/month Total:104,940,000 VND Shopping cart signage Ha Noi Advertising on shopping carts 3,000,000 VND/month Total: 90,000,000 VND 30 4,124,580,0 00 VND 72% Ho Chi Minh Advertising on shopping carts 3,000,000 VND/month Total: 90,000,000 VND Print Media Online newspapers Kenh14 EMAGAZINE 75,000,000/day Outstanding 20,000,000/day Banner Billboard Plus 70,000,000/week (share brands) Banner Medium rectangle 15,000,000/week (Share brands) Banner Medium rectangle 15,000,000/week (Share brands) Total: 120,000,000 VND Total 530,000,000 VND Yan news Homepage Highlights 20,000,000/week Masthead 26000 CPM, 100 CPM/day Desktop Banner 10,000 CPM, 100 CPM/day Desktop Banner 10,000 CPM,100 CPM/day Total: 56,000,000 VND Total 39,220,000 VND TYPE OF MEDIA: Direct Marketing Detail June July August Ha Noi 180,000,000 VND Ho Chi Minh 120,000,000 VND TOTAL Direct selling PROPORTION 300,000,000 VND 5% TYPE OF MEDIA: Digital/Internet marketing Before the campaign Detail SEO July August TOTAL PROPOR -TION 989,200,000 VND 17% 250,000,000 VND Content marketing Facebook Social media June Dinology 9.600.000 Blog content 90,000,000 VND Design 70,000,000 VND Video production 70,000,000 VND Youtube Dinology 20,000,000 Tiktok Dinology 20,000,000 Facebook: - Châu Bùi 31 Facebook: - Dinology VND VND VND Đức Phúc 150,000,000 VND Đức Phúc 150,000,000 VND Jun Phạm Official 20,000,000 VND Jun Phạm Official 20,000,000 VND Ninh tito 20,000,000 VND Ninh tito 20,000,000 VND Châu Bùi 100,000,000 VND Châu Bùi 100,000,000 VND - Dinology - Jun Phạm Official - Ninh tito - Ơng Anh thích nấu ăn - Đức Phúc Total: 309,600,000 VND - Jun Phạm Official - Châu Bùi - Đức Phúc Youtube: - Misthy - Dinology - Jun Phạm Official - Ninh tito - Hơm ăn Tiktok: - Hơm ăn - Ninh tito - Dinology Ninh tito 20,000,000 VND Total: 679,600,000 VND Misthy 200,000,000 VND Ơng Anh thích nấu ăn 10,000,000 VND Hơm ăn gì? 50,000,000 VND Hơm ăn gì? 50,000,000 VND TYPE OF MEDIA : Sales Promotion Detail 2000 Bowls of Love June July August TOTAL PROPORTION Bowls of Love 8000 VND/pc 16,000,000 VND 1000 Bags of Happiness Bags of Happiness 15,000 VND Total: 15,000,000 VND 1000 Family Lunch Boxes Family Lunch Boxes 17,000 VND/pc Total 17,000,000 VND Sweepstakes Trade-Oriented Phu Quoc tours Phu Quoc tours 26,000,000 VND Total: 130,000,000 VND Store shelves of Chinsu Chili Sauce Shelves 200,000 VND/pc Total: 30,000,000 VND 32 208,000,000 VND 4% TYPE OF MEDIA: Public relations/publicity Detail June Sao Nhap Ngu Running Man July August 100,000,000 VND TOTAL 100,000,000 VND PROPOR–TION 2% TOTAL BUDGET: 5,721,780,000 VND 5.2 Allocate tentative budget The budget is mainly allocated to Digital/Internet marketing and Advertising Here is the proportional budget allocation: The budget is allocated from high to low as follows: Advertising 72% Digital/Internet marketing 17% Direct Marketing 5% Sales Promotion 4% Public relations/publicity 2% Personal selling 0% 33 Evaluate promotional program results/effectiveness (How/ tools) Measuring data is an extremely important task in assessing the success of a campaign For Facebook, it will be easy using Facebook Ads for this For Youtube, it can be measured using the Google Ads tool For tiktok, the built-in tool for it is TikTok Analytics From the above tools, it is possible to determine the indicators and can be used to evaluate the campaign For Print Media, Kenh 14 and Yan news will be responsible for submitting the results report MEASURES EFFECTIVE FAILED DIGITAL MARKETING Facebook DIGITAL MARKETING Youtube DIGITAL MARKETING Tiktok ADVERTISING (Print Media) SALES GOOD EXCELLENT FOLLOW 4M VIEW 5M INTERACTION < 15% 15%-40% > 40% REACH < 5M 5M-7M > 7M VIEW 5M SUBSCRIBE 300K INTERACTION 25% VIEW 5M INTERACTION 650K VIEW 138M REACH 500M SALES VOLUME 20% PROFITS 20% 34 Conclusion After many years of presence in the Vietnamese market, Chin-su chili sauce of Masan Consumer Group can be said to be successful when it has left strong impressions on consumers and achieved a number of achievements here However, Chin-su chili sauce still needs to compete harshly with the products of many businesses from other countries and other domestic products To be able to stand firmly in the market, the corporation needs to have specific development orientations in the future; catching up with the trend of consuming tested products, promoting marketing activities from product packaging, brand slogans to marketing methods that are closest to today's tastes of consumers "Thousand of loves in the taste of nostalgia" is a campaign of chinsu chili sauce to affirm the top of mind for consumers in the 18-24 year old segment Because the target audience is young, likes to experience, likes unique things, so the campaign has developed a campaign focusing on Advertising and Digital Marketing to attract customers Although still the top of mind of the chili sauce industry, Chinsu's competitor, Cholimex chili sauce, is rising very quickly, the speed is not inferior to Chinsu Therefore, the IMC Campaign will help Chinsu reach its top position of mind, increase brand love and long-term brand attachment 35 Referencefrr - 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