Executive summary
Company
TH products always put the criteria of "fresh", "clean" on the top, towards the core value completely from nature, for the health of the community
Under the guidance of Labor Hero Thai Huong, Founder of the Group, TH has laid the foundation for Vietnam's clean fresh milk industry, bringing the percentage of imported reconstituted milk powder on the market from 92% (2008) to less than 60% (2020) (TH Group, 2020) TH's success has attracted businesses in the same industry to seriously invest in high-tech concentrated dairy farming to create real fresh milk And consumers have distinguished the real value of fresh milk and enjoy quality products according to international standards
Currently, TH is continuing to carry out its mission for public health with the path of clean, organic, healthy drinks and a nutrition project for Vietnamese people Products made from nuts are an emerging consumer trend in the world and have begun to be talked about as a revolution in the nutritional food industry in Vietnam The healthy trend towards natural resources is not only supported by many nutritionists but also shared and followed by many celebrities Grasping the consumer trend, TH Group continuously launches a series of new products to improve people's healthy lifestyles, such as TH true NUT, TH true RICE, one of which is TH true CEREAL This product meets both the requirements of products that improve human health and the five core values of the TH Group In addition, this product is part of the campaign to improve the health of Vietnamese, so its purpose is to improve consumers’ breakfast and provide healthy nutrition for consumers.
Product
TH true CEREAL no Sugar is a delicious and nutritious drink made from TH FVF brown rice, oats, lotus seeds, and various grains The product is supplemented with calcium, using dietary sugar, excluding cane sugar Vitamins, minerals, natural fiber help absorb nutrients well and purify the body with 100% whole grain and 100% delicious
➢ 2 types: full pack and divided packs
➢ Contains necessary nutrients and qualified ingredients with red rice originating from TH FVF Red Rice that is carefully selected and applied high cultivate technology
➢ Ingredients exclude plant protection products, fragrance colorants, or preservatives
➢ Cereals contain low-fat ingredients
➢ Fiber-rich cereals are beneficial for the digestive system If you have chronic constipation, it is suggested to load into the body every day about 30g of cereals of all kinds If you have a function high blood cholesterol, one bowl of oatmeal every morning is a perfect choice
➢ Cereals are rich in B vitamins that are beneficial for the energy production quantity of the body In addition, high levels of folic acid are essential for planning for women to have a baby or are pregnant
➢ Cereals contain a good amount of iron, so take advantage of it to supplement it This is essential for the body Pregnant women, athletes, or people with substance deficiencies iron but must abstain from red meat should increase cereals daily
➢ Cereals are low in salt Suitable for people with high blood pressure or heart disease circuit
Red rice flour 60%, oats 6%, green, black beans 3%, glutinous rice 3%, corn, soybeans, rice, wheat, barley), lotus seeds 3%, vegetable cream powder, coconut powder, skim milk powder 7% (Instant skim milk powder 7%), Isomalt 3%, calcium 0.7%, iodized salt, xanthan gum thickener (E415), sweetener (INS) 951), anti-caking agent (E551), Maltodextrin, synthetic flavoring for food.
Situation analysis
Industry
Citing Nielsen surveys and global reports in 2018, 37% of Vietnamese consumers consider health to be among the top two concerns According to WHO (2021), access to sufficient amounts of safe and healthy food is key to sustaining life and promoting good health A report from CAGR shows that 76% of Vietnamese consumers want to know everything that goes into their food, while 89% are willing to pay more for foods that claim health benefits In a report, Vietnamese consumers ranked health as their most important concern
Chart 1 Major Concerns of Vietnamese Consumers
Health Job security Work/life balance Economy Increasing utility bills Increasing food prices
Q2 2020Q1 2020Q4 2019 behind only their job and the economy This proves that there is an increase in the demand of Vietnamese people for healthy food As health is of paramount importance in Vietnamese concern, there should be more products that claim health benefits This also demonstrates the growth and launching of new healthy and nutrient products entering the market, such as yogurt, milk, cereal,…Nielsen research also indicates that 90% are concerned about the long-term health impact of artificial ingredients Therefore, along with the nutrient effect of the product, customers also care a lot about the ingredients that they absorb, showing that healthy products should provide them with more health benefits
Among the top differentiating attributes that Vietnamese consumers consider when choosing healthy products are calcium-fortified, vitamin-fortified, mineral-fortified, micronutrient-fortified, made from vegetables or fruits, all-natural, high in fiber and low or cholesterol
According to Vietnamnews, the global market for plant-based foods and products replacing meat is estimated to reach US$480.43 billion by 2024, which offers producers of these products a great opportunity
According to a statistical analysis of Statista in 2018, cereal production for Viet Nam was 48.9 million metric tons
Cereal production of Viet Nam increased from 9.09 million metric tons in 1969 to 48.9 million metric tons in 2018 growing at an average annual rate of 3.65%
Chart 2 Predicted sales of Vietnamese cereal market
Moreover, in the Statista report in 2021, it is highlighted that:
➢ Revenue in the Breakfast Cereals segment amounts to US$413m in 2021 The market is expected to grow annually by 6.22% (CAGR 2021-2026)
➢ In global comparison, most revenue is generated in the United States (US$21,476m in 2021)
➢ About total population figures, per person revenues of US$4.20 are generated in
➢ In the Breakfast Cereals segment, volume is expected to amount to 108.2mkg by
2026 The Breakfast Cereals segment is expected to show a volume growth of 2.2% in 2022
➢ The average volume per person in the Breakfast Cereals segment is expected to amount to 0.9kg in 2021
Moreover, there is an upward trend in the sales of cereal from 2014 to 2021 The sales of cereal are also expected to climb significantly in the following years As healthcare is among the most important concern of Vietnamese people, cereal is among the most potential market for brand to develop and enter the market.
Consumers’ behavior
According to Mrs Nguyen Thi Lam, Former Vice President of the National Institute of Nutrition, the future trend of drinks will be products of organic or natural origin, with limited sugar (Hoàng, 2020) As incomes are higher, the proportion of the young population and the middle class grows, consumers will become wiser and raise standards, towards a green, healthy lifestyle, through the use of food that contains organic and clean ingredients Regarding the impact of COVID 19, people have to stay at home and have more time to care for their health They usually seek food that can be made at home For several people, they do not have much time spent in the morning to prepare breakfast for themselves or their family, they have a tendency to choose convenient, quick food but still claim health benefits.
Macro environment
Governments all over the globe have extensive regulatory frameworks in place for all aspects of the food business This covers commercial kitchen cleanliness, produce storage and transportation regulations, and even worker requirements in the food industry Without a dispute, this makes the food business one of the most strictly controlled On the good side, this guarantees that customers aren't exposed to low-quality nourishment, but the intricacies of regulation undoubtedly eat into the food industry's profits (THOMAS BUSH,
The economic situation of the country is severely affected by the pandemic but there is a recovery and an opportunity for the business sectors to grow again However, major obstacles remain stable, including:
➢ Due to the influence of objective factors such as the epidemic situation and family finances, the demand for essential foods is still higher than for healthy products, leading to a decrease in purchasing power and an increase in costs
➢ Consumers' trust when shopping online is still low, online payment is not popular, delivery and order fulfillment services have not kept up with demand, hindering the epidemic Besides, cross-border e-commerce and multichannel selling are emerging quickly, causing difficulties for businesses selling directly
Extensive scientific data has evolved in recent years indicating that food patterns have specific health or illness outcomes Obesity, cardiovascular disease, type 2 diabetes, hypertension, osteoporosis, and certain malignancies are some of the primary causes of morbidity and death in industrialized and developing nations worldwide The food sector may play an important role in encouraging healthy diets, physical exercise, and innovative product creation that adheres to dietary recommendations The food industry has made initiatives to lower the quantities of saturated fats, trans-fatty acids, sugars, and salt in processed meals, promote sensible portion sizes, and encourage the introduction of new, smart, and nutritious alternatives A reconsideration of existing marketing strategies might potentially hasten health improvements (Sedef Nehir El and Sebnem Simsek, n.d.)
In food technology, we are seeing an increase in various sorts of automation Advanced production technology brings products with better quality, more features Therefore, it brings competitiveness for products in the middle of the market For example, being organized to grow crops according to a closed process, closely monitored by a reputable scientific team, building a "green" restaurant model: providing complete information on quality and origin of raw materials and the restaurant's processing process, prioritizing the use of environmentally friendly products; investing in new sanitary equipment, strictly controlling the import/export process from suppliers, food preservation and processing,…
The laws of our country respect and encourage all business activities within the framework of the law Issue a number of ordinances on consumer protection, food hygiene and safety, commercial law and franchising activities
Not only is there growing awareness for the health repercussions of the food we eat, but also for the environmental repercussions of the food we eat It is generally understood that the environment in which bacteria live and develop may have a significant impact on the behavior of planktonic cells, including proliferation, resistance, toxin generation, and so on Temperature, nutrition, metals, water activity, pH, redox potential, microbial populations, interaction with host, stressors, antimicrobials, and so on were among these parameters.
Microenvironment
All THG products are aimed at improving human health As one of them, TH true Red Rice CEREAL also aims to improve public health and meet 5 core values of TH Group (For
‘True Happiness’, “For Public Health”, “True Nature”, “Environmental-friendly”, Innovative thinking and harmony of interests) (TH Group, 2020) To meet those 5 values, the product is guaranteed by the company from the production process until the product is sold to consumers Cultivation, care and harvesting techniques and processes are applied synchronously to ensure quality and productivity No residues of pesticides Fragrance-free
- colorant No preservatives Product is processed and packaged according to standards, ensuring food safety and technical requirements so that product grains are delicious for the longest time Moreover, this product is in the current product chain developed by THG This chain is geared towards the development of the community and they have a greater effect when used together
The vision of THG is to become the leading Vietnamese manufacturer in producing products that have natural ingredients, and the mission of this corporation is to nurture Vietnamese health by bringing healthy, nutrient, and qualified products TH true CEREAL is closely in line with this vision and mission of THG and will contribute to the development of the TH ecosystem as it can be used with other TH products to make delicious breakfast dishes such as TH true YOGURT or TH true MILK
Besides, although TH dairy products are not historically standard in the Vietnamese diet,
TH true MILK and TH true YOGURT have become hugely popular This is an opportunity for TH to develop cereal product as the previous milk and yogurt products are successful in the market We intend to combine cereal and milk in marketing to promote the image and bring it closer to customers
Xuan An dragon blood brown rice cereal
Nestle Nesvita cereal Nestle Milo
Feature It is a Vietnamese brand Xuan An
Nutrition Food Co., Ltd., founded in 2004 in Ho Chi Minh City, is a pioneer in manufacturing, importing, packing, and distributing HEALTHY NUTRITIONAL
FOOD such as oats and chia seeds quinoa, cereals, and so on Customers praise Xuan
An dragon blood brown rice cereal goods for their high-quality raw ingredients
Nestlé Nesvita is a prestigious product of the Swiss Nestlé Group, a group of Nutrition, Health, Healthy Living with 150 years of research and development Products are now used by consumers all over the world
12 produced by the following criteria: Green
Dragon Blood brown rice cereal contains
18% oats, malt, maize, soybeans, sugar salt, vegetable cream powder, 0.5 percent calcium, and fiber As a result, it serves as a source of energy For users, the amount is
374.4 457.6kcal/100g The unique recipe – is low in calories, low in fat, and rich in fiber, making it excellent for people of all ages and those who wish to control their weight adequately, bring a healthy body, and a figure slim in that way (NGŨ CỐC
Natural whole-grain components are fortified with critical elements, including calcium, fiber, vitamins, and iron in Nestle Nesvita cereal It then fulfills all of an adult's daily dietary requirements for a working day
The product is high in fiber, beneficial to the digestive system, lowers cholesterol, and aids weight maintenance Furthermore, the antioxidants in this Nestle cereal aid in the battle against aging, ensuring that customers enjoy optimal health and youthfulness (Ngũ Cốc Dinh Dưỡng Nestlé NESVITA, n.d.)
The main ingredient is malted barley extract, which has a Milo flavor and is low in fat, sugar and salt Moreover, it contains many essential minerals such as calcium, iron, vitamins, iodized salt Therefore, it can provide abundant energy sources, support against rickets and vitamins in cereals, prevent anemia in young children, and help develop both mind and body
Ages six and older Ages six and older Suitable for children 18 months and older
Price 70,000 VND for a 400g Xuan An dragon blood brown rice cereal package
A bag (16 packets per bag) with a total weight of 400g and a price range of 68,000-70,000 VND
98,000 VND for a 330g Nestle Milo cereal package
Due to the attractiveness of the eat clean market, especially the attraction of cereal products in the market, many other brands are likely to enter, such as Vinamilk, Moc Chau, They do not directly affect TH, but they can cause many difficulties for the company if they are taken lightly Brands Vinamilk, Moc Chau, have always been strong competitors of TH in the nutritional market ( milk, yogurt, etc.) They have the conditions of famous brands and available fuel sources to research more about nutritious cereal products in the future Therefore, in the course of our product development, potential competitors can pose formidable obstacles Besides, the attraction of other nutritional products for breakfast of famous brands such as diet black bread (King Do), sugar-free diet cakes, is also a potential competitor Customers can choose these nutritious foods instead of
Due to the attractiveness of the eat clean market, especially the attraction of cereal products in the market, many other brands are likely to enter, such as Vinamilk, Moc Chau,…They do not directly affect TH, but they can cause many difficulties for the company if they are taken lightly Brands Vinamilk, Moc Chau, have always been strong competitors of TH in the nutritional market (milk, yogurt, etc.) They have the conditions of famous brands and available fuel sources to research more about nutritious cereal products in the future Therefore, in the course of our product development, potential competitors can pose formidable obstacles Besides, the attraction of other nutritional products for breakfast of famous brands such as diet
14 black bread (King Do), sugar-free diet cakes, is also a potential competitor Customers can choose these nutritious foods instead of TH true CEREAL
➢ High-quality product nutrition: The product contains low calories while increasing nutrient level
➢ Famous and reputable brand: The product has the brand name from TH, therefore their quality is highly qualified in customers’ minds
➢ Standard production process and materials available:
TH has high technology and TH farm
➢ Wide distribution network: TH retail store, supermarket,…
➢ Large market share, extensive distribution channel system
➢ Price (higher price than other products in the same segment on the market)
➢ New product in the market: TH true CEREAL goes after many other cereal brands
➢ Growth potential (The demand for people to use nutritious foods to eat clean increases)
➢ The price of brown rice tends to increase, which can cause product prices to increase
➢ Competition in the market is fierce
➢ Consumer trends and tastes are always changing
➢ Various substitute products on the market (the risk of facing fierce competitors in the future in the market with the presence of some famous brands: Vinamilk, Moc Chau, etc)
➢ Due to COVID 19, it is difficult to push sales for the product at retail stores
➢ Psychology of using foreign goods
Strategies & Tactics
Objectives
Consumers' familiarity with the availability and accessibility of a company's product and service is defined as brand awareness If a company has a successful brand awareness campaign, it means that its products and services have a solid reputation in the market and are simply acceptable Due to understanding of the brand and its uniqueness, brand awareness plays a vital part in the purchase of a product or service and may have an influence over customers' perceived risk appraisal and their level of assurance about the buying decision (Ghafoor et al., 2013)
TH Group is a company that has built a reputation with many previous products such as
TH true MILK, TH true YOGURT, TH true JUICE Therefore, with TH true CEREAL, the goal here is to make users remember the product name, recognize the logo, design and color of the packaging At the same time, the benefits and differences in quality and nutrition of the product are also something that needs to attract the attention of consumers
Along with increasing brand awareness, attracting target customers is always an important factor for a product At this stage, the main goal is to get customers interested and eager to try the product
To do that, campaigns for discounts, trials, and giveaways at the stalls will be a top priority
In addition, communication campaigns are also considered
1.3 Growth phase: Enhancing customer’s loyalty and increasing revenue
The longer the loyalty, the bigger the rewards Research shows that over a cross-section of industries, the longer a company retains a loyal customer, the more profit that customer generates (Griffin, 2002)
To increase customers’ loyalty, we need to enhance their decision to repurchase and then repurchase A powerful way to motivate a customer to repurchase is to establish the idea in the customer’s mind that switching to a competitor will cost the customer, in terms of time, money or performance With TH true CEREAL, this stage is the time to raise awareness about the nutritional value of products as well as the brand reputation of TH Group At the same time, it is also necessary to have appropriate promotions and policies for customers.
Segmentation and target customer
• Income: middle high to • Health care awareness
• Customers willing to pay for healthy products
After segmenting the market into 4 dimensions, there are 2 customer profiles that are suitable for TH true Cereal
➢ The first customer profile is people who are rural residents, had middle to high to income, care about their health and are willing to pay for healthy products
➢ The second customer profile is people who are urban residents, had middle to to high income, they also care about their health and their family health and are willing to pay for healthy products
Then we evaluated the market segments to find the final target customer
➢ Measurable: All of the segments have the information that TH true Cereal can measure
➢ Accessible: With the finances of TH corporation, the access ability of TH true Cereal can be dealt
➢ Substantial: We considered the rural residents in this criterion because this segment not large enough to serve, especially when TH true Cereal new for is is customers, it is hard to reach the rural customers
➢ Differentiable: All of the segments are different that respond differently to the product
➢ Actionable: The TH corporation has enough resources to serve these segments with a large amount of TH true Mart in big cities, which meant the rural area is hard to approach the product
After evaluating the market segments, we found the target customer to serve: Although TH true Cereal is suitable for all ages, not everyone can afford to buy and use it often Besides, other competitors have taken a large market share, so TH true Cereal uses a concentrated marketing strategy to target our market TH true CEREAL mainly focuses on urban, middle to high-income customers who have awareness and knowledge about their health, they have a strict requirement when selecting products and perhaps medical advice to follow This group of customers highly attracted to specialized healthy and is dietary brands and products, they are highly involved in the purchase decision, are highly brand loyal, and are very unresponsive to sales promotions and special offers outside the brands they know and trust They are generally less price-sensitive as they understand that they need to pay more for healthy quality food They would be attracted to brands that specialize in higher quality and nutritional products.
Differentiation Positioning
Compared to other products, TH true CEREAL adds more nutrients and lower calories (no sugar), while still keeping sufficient energy for customers Each ingredient is selected and processed carefully with the main ingredients are made from red rice that is originated from
TH farm to qualify the quality of the cereal
THG has a wide range of TH true MART in several areas in Vietnam People can easily access the product
Customers can come and try cereal or mix cereal with yogurt and milk at the sample bar at each TH true MART so that they can taste and mix with yogurt or milk This gives customers a satisfying experience that they can reach and have a try before buying our products TH staff are equipped with a nice, consistent appearance to serve our customers with the best attitudes Moreover, the staff have detailed knowledge of TH products to support customers with their suitable needs
Currently, the market is flooded with domestic and foreign cereal flour brands with countless marketing messages Every day, it affects the knowledge of consumers in many ways from outdoor to TV, flyers, posters to print and electronic advertising…So do How do consumers choose to buy our product instead of others? This is the question that companies need to answer when offering a positioning method in the consumer's mind Brand positioning helps consumers remember the brand and product message, not a is simple thing The solution of TH true Brown Rice CEREAL is to position the brand (Brand Positioning) and build personality brand personality consistently its
TH true CEREAL chooses to position by bringing customers the products with the best quality for health in which ingredients originate 100% from nature, and the main ingredients are generated from TH farm In addition, TH true Cereal also chooses a way to position value for the product brand Products TH true Brown Rice CEREAL leverages the manufacturer's brand TH to demonstrate its quality and reputation to assure consumers of product quality products and offer a price commensurate with the manufacturer's brand Because when the current product has a value to be positioned in the mind of the high consumer usage, the positioning of new products is completely favorable At the same time, consumers often think that the money they spend to own a good must be worth the product's value
TH true CEREAL has a high price, compared to other competitors However, with the quality of this product and also the brand image of TH Group, we are confident that the price reasonable is
TH true CEREAL creates a minimal natural style for the product with 100% natural ingredients from TH farm, mildly sweet flavor, high qualified production process to ensure food safety In addition, TH true CEREAL also focuses on product design to be oriented to minimalism design that is consistent with the design of the whole TH products, with red-brown as the primary color The name TH true CEREAL is created based on the consistency with other products The brand name will therefore make the right impression and stay in the customer's memory longer
Packaging is a crucial element in the process of building a strong brand (Kumar and Noble,
2016) No matter how good the product is, it will not be appreciated if it is not convenient and has an inappropriate design A package is said to be qualified when it meets the following requirements the following conditions: easy to feel, easy to open, easy to store, easy to use, easy to handle when thrown away Part size Packaging size and shape are equally important There are many products that have failed in the first place when there is no opportunity to penetrate distribution channels due to size and type Unconvenient shape for display (too big, too small, or eccentric shape, base cover not flat…) According to the associate director of Retail Measurement Services of Nielsen Vietnam, Vietnamese consumers view white or transparent packaging to be connected to something natural Therefore, with TH true CEREAL, we have the main color that is white blue red to – –
Less calories, more nutrient express the message of the product that is close to nature and also make the product appearance consistent with others of TH products.
Marketing mix decisions
Cereal is convenience goods that can be used flexibly in many situations With sufficient nutrients that claim health benefits for all ages and natural mild sweet flavor, customers will feel very satisfied with the product, especially when mixing it with TH true MILK or
TH true YOGURT, the nutrients will be much higher and bring more flavors to their tongue The main ingredients are red rice from the TH farm
The products have two types
➢ Divided packs additional option to bring on occasions such as traveling –
The product uses the main ingredient is brown rice, a type of rice that is easy to eat and provides full nutrients for the body
Products are packed with clear labels, full product details At the same time, the product has an average size compared to other cereal products, easy to carry, portable and convenient for trading
The product will have the form of a paper box, and inside the product is a paper-wrapped package in order to make it easy to use at all times Products use paper boxes to ensure environmental safety
The package has consistent design with other products from TH and the main color is a white – blue – red from red rice
With the goal of bringing the most favorable price to customers, TH Group divides the price of TH red rice CEREAL cereal into 2 types and its price is applied to both types:
➢ 400g with the price of 108.000 VND
➢ 200g with the price of 68.000 VND
The price of TH red rice CEREAL is higher than the average price of cereal products in the market For example, the product of GYM Cereal for Weight Gain and Muscle Gain with a weight of 500g is only priced at 75,000 VND, green Calbee Cereal with a weight of 350g is priced at 60,000 VND However, with TH true CEREAL product, the nutrient composition will be higher, the amount of fat in the product will be less than other cereal products, around 8% to 10%
Message Strategy : “TH true CEREAL – Bữa sáng Việt, sức khoẻ Việt”
In order to bring customers a healthy breakfast, we want to convey this message through all campaigns and activities
Products are promoted through social media such as Facebook, Youtube, Tiktok, to reach customers the fastest and most conveniently At the same time, the advertising will be done through sticking billboards at product agents, posters with high incentives The purpose of advertising is to widely publicize cereal products with high utilities and good health for users
TH Group will promote the product through promotional campaigns at a number of major universities, high schools and primary schools in the North, Central and South regions of Vietnam The purpose of the campaign is to target users' awareness of the health benefits that the product brings
At the same time, new cereal products will be advertised at TH true Red Rice CEREAL agents in big cities such as Hanoi and Ho Chi Minh The purpose of advertising in big cities is because of the large number of people, the surrounding environment has a high pollution rate, leading to a sense of supplementing nutrients to ensure health
The product distribution agents will organize weekly promotions, give membership cards to loyal and potential customers, and collect information about customer demand for products
In addition, the company will organize great promotions such as buy 2 get 1 free, buy many products will get discounts to bring convenience in the shopping of customers
We focus on four campaigns following three phases of the objectives
Building brands and the influence of products on customers through 2 methods:
- Buy 2 get 1 free program: Create a buy 2 get 1 free program to encourage customers to use multiple products 2 packs of TH true red rice CEREAL will come with
1 extra pack in the packaging At the same time, this promotion will be distributed at retail outlets, official agents, and product distribution supermarkets such as Tmart, Vmart, Circle K, etc., along with a cereal trial counter set up in the entrance area
- Organizing a nutrition seminar: The purpose of this seminar is to ta into the psychology of customers about health issues, to convinc them that cereal products are a safe solution for them to improv their health and supplement nutrients nutrition During the workshop, customers who participate will be given a handbook on how to balance nutrients, and when they leave, they will be given a packet of cereal to try
The above two methods will be used as small marketing steps for the product, as a basis for evaluating and developing the product advertising to the wider market The seminar is only organized at TH schools as we want to reach to TH audience first
➢ Introduce the product image and message
Creating MV in Youtube with KOL
Continuing the success of other cooperation between TH and KOLs, this year, in 2022, we decide to have Tlinh to create a Youtube music video and convey the message of TH true CEREAL
- Message: The key to success is good health The key to good health is a healthy breakfast
MV is about 5 minutes with Tlinh as the main character The song is about how to fulfilling enjoy life We can introduce both types of TH true
CEREAL through MV by scenes Tlinh has cereal for breakfast When eating at home, she uses the full pack type When she has to go on a flight early in the morning, she uses the divided packs and then has breakfast at her hotel
- Story: People may see Tlinh as an energetic gen Z girl with early success and support from a wide range of audiences She has to get used to skipping breakfast due to her schedule However, to have this achievement, she has to trade-off between her health and her success, which makes her success unfulfilling Sometimes, she cannot enjoy moments with her friend and family Then, her mom realizes and helps her improve by preparing TH true CEREAL, a fast, convenient and nutrient breakfast She enjoys eating TH true CEREAL with milk and yogurt from TH, and then thanks to having breakfast on a daily basis, she feels more energetic and can fully enjoy life
➢ Boom: Engage and amaze the community
• Enhance brand coverage by engaging the community, especially the young age 20
- 35 years old, who love to exercise and take care of their appearance, follow bloggers, groups, pages about healthy lifestyle, update trends in cosmetics, fashion
& food, shop on websites FB, IG & E-commerce pages, learn about products that are good for health and beauty such as cereals, brown rice, nut milk
• Foster the value of TH true CEREAL when it can be combined with other TH products to create delicious food This will also help to create the TH product ecosystem Moreover, by using other products of TH such as TH true MILK, TH true YOGURT in combining with TH true CEREAL can approach closer to customers, especially those already know get used to former products to
• Suggest people many delicious, fast and easily formulated dishes to try at home
- Insight: Although healthy products are good for health, they are not delicious, boring and have quite a high price
- Key message: Healthy products can be both nutritious and delicious Moreover, it can be created for various types of dishes
Implementation and control
Action plan
Objective Channel Detail Message/Name Description Performer Time
TH true MART, retail stores, supermark ets…
2 packs of TH true red rice CEREAL will come with 1 extra pack in the packaging
TH schools, pop-up workshop
Nutrition seminar with experts, influencers like Giang Ơi, Ngọc Khánh,
Raise brand awareness, increase purchases
“TH true CEREAL – - Collaboration with
- Foster the value of TH true
- Key message: Healthy products can be both nutritious and delicious Moreover, it can be created for various types of dishes
- TikTok users create dishes using
- Video must include the hashtag
- Most popular videos will receive gifts
- Creator will be promoted on TH social media
Enhance customers loyalty and trust
- Campaign TH spirit – For the Vietnamese
“Người Việt sức khoẻ Việt”
- Inside each cereal box is a QR code with a different range of money donated to the COVID-19 Vaccine Fund (10.000 - 500.000) Customers can scan codes on the TH website
Budget
In the first year of launching the product, TH needs to focus on marketing activities to attract people by taking activities on social media or organizing campaigns The total budget is estimated to be around 30 billion VND In the second year, the total budget will be lower by around 20 billion In this report, we estimate for the first year in 2022, from the period of launching the product in March
Social media advertising for trade promotion, retail store, distribution channel
Nutrient workshop at TH school 2.5 bil
Campaign TH spirit – For the
“Người Việt sức khoẻ Việt”
-Key message: Healthy products can be both nutritious and delicious
Creating MV on Youtube with KOL 3 bil
Controls
Because many surprises occur during the implementation of the marketing plan, TH true Cereal team is planning tight control measures to evaluate and closely monitor product quality, marketing campaign, customer satisfaction and budget TH true Cereal team will set goals for each phase of the plan, then evaluate the differences between goals and performance Finally, the team will take corrective action to close the gap between goals and performance
H true Cereal’s goal is to be a delicious and nutritious food that is suitable for everyone The product must fully satisfy the requirements that we had mentioned in the product part Our team will test the product regularly by applying 8 dimensions of product quality (David Garvin) to make sure that the products sold are of the best quality
TH true Cereal team has designed campaigns that match with each of the marketing phases
In each campaign, we set the KPI to evaluate the effectiveness of the campaign Besides, our team also monitor the campaign closely to make a corrective decision whether the campaign did not meet the goal
Customer satisfaction we measure the satisfaction based on the purchase frequency, the monthly revenue… If these results are positive that the indexes increase each month, we can say that the customer is satisfied with TH true Cereal On the other hand, if there are negative results that the indexes are not stable or decrease, our team had responded to find the reason through making research, surveys
TH true Cereal team has created an expected budget table, during the campaign run process, our team will compare the expected budget with the actual expenditure to measure if the campaign is stable, effective and profitable If the variance between budget and expenditure is negative, we will find the reason and take corrective action such as reducing or halting expenditure, using contingency funds, delaying the activities (Griffin, 2002).