(TIỂU LUẬN) MARKETING PLANNING FOR KITKAT SAKURA CHERRY BLOSSOM OF NESTLE COMPANY

MINISTRY OF FINANCE UNIVERSITY OF FINACE – MARKETING FACULITY OF MARKETING -!"&!" - FINAL REPORT MARKETING MANAGEMENT MARKETING PLANNING FOR KITKAT SAKURA CHERRY BLOSSOM OF NESTLE COMPANY GROUP: SUPREME Teacher: Mr Dang Huynh Phuong Class: CLC_20DMA03 Student’s name: Huỳnh Thị Yến Nhi 2021001763 Trần Xuân Thống 2021001509 Nguyễn Đông Bảo Châu 2021006465 Nguyễn Văn Lắm 2021001609 Hồ Chí Minh City - 2021 EVALUATION BOARD NAME MSSV LEVELS OF COMPLETION Huỳnh Thị Yến Nhi 2021001763 100% Nguyễn Đông Bảo Châu 2021006465 100% Nguyễn Văn Lắm 2021001609 100% Trần Xuân Thống 2021001509 100% i TABLE OF CONTENTS EVALUATION BOARD i! TABLE OF CONTENTS ii! LIST OF FIGURES iv! LIST OF TABLES v! SECTION 1: EXCUTIVE SUMMARY 1! SECTION2: SITUATION ANALYSIS 2! 2.1 MARKET SUMMARY 2! 2.1.1 Market Demographics 2! 2.1.2 Market Needs 3! 2.1.3 Market Trend 3! 2.1.4 Market Growth 3! 2.2 SWOT ANALYSIS (NESTLE) 3! 2.2.1 Strengths: 3! 2.2.2 Weaknesses: 4! 2.2.3 Opportunities: 4! 2.2.4 Threats: 4! 2.3 SWOT Analysis (KitKat) 5! 2.3.1 Strengths 5! 2.3.2 Weaknesses 6! 2.3.3 Opportunities 6! 2.3.4 Threats 6! 2.4 PRODUCT OFFERINGS 7! 2.5 KEYS TO SUCCESS: 7! SECTION 3: MARKETING STRATEGY 8! 3.1 MISSION 8! 3.2 MARKETING OBJECTIVE 8! 3.3 FINANCIAL OBJECTIVE 8! 3.4 SEGMENTATION 9! 3.5 TARGETING 9! 3.6 POSITIONING 10! ii 3.7 4P’s STRATEGY 10! 3.8 MARKETING PROGRAM 14! 3.9 MARKETING RESEARCH 15! SECTION 4: FINANCIALS 16! 4.1 BREAK- EVEN ANALYSIS: 16! 4.2 EXPENSE FORECAST: 17! SECTION 5: CONTROLS 19! 5.1 IMPLEMENTATION: 19! 5.2 MARKETING ORGANIZATION 19! 5.3 CONTINGENCY PLANNING 20! 5.3.1 Difficulties and risks 20! 5.3.2 Worst-case risks 20! REFERENCES 21! iii LIST OF FIGURES Figure 1: Segmentation of the Kitkat cherry blossom 9! Figure 2: Kitkat cherry blossom in Japan 11! Figure 3: Kitkat Cherry Blossom bar 11! Figure 4: Packing of Kitkat Cherry Blossom in Japan 12! iv LIST OF TABLES Table 1: Break - even analysis 16! Table 2: Expense forecast 17! Table 3: Action plan 19! v SECTION 1: EXCUTIVE SUMMARY Nestlé Vietnam Co., Ltd was established in 1995, is a 100% foreign-invested company, under the Nestlé S.A Group – is the world's largest food and beverage group, present in 191 countries with 328,000 employees globally, headquartered in Vevey Switzerland Currently, Nestlé Vietnam is operating 04 factories producing food and beverage products located in Dong Nai and Hung Yen and employs more than 2,000 employees nationwide All Nestlé factories in Vietnam are designed and built to meet the highest standards of quality consistent throughout the group, while always complying with Vietnamese laws on environmental protection, prevent pollution and applying initiatives to reduce emissions to the environment, save water, and aim at Zero waste in production (Path to Zero) In addition to the four factories mentioned above, Nestlé Group also has 02 La Vie mineral water factories located in Long An and Hung Yen, under the direct management of La Vie Vietnam Co., Ltd., a joint venture between Pierre Vittel of Neslté and Long An Trading Company Kit Kat was first introduced as a new cake specifically for afternoon tea parties in England in 1935 by Rowntree However, it was not until 1937 that people named this new product line Kit Kat In 1973, Kit Kat first set foot in Japan However, the initial impression of Japanese people about this confectionery product was not very successful It was only at the beginning of the 1990s that Kit Kat suddenly became a "phenomenon" when it was chosen as a souvenir on the island of Hokkaido And surprisingly, this cake is very popular with customers In 1988, Kit Kat was acquired by the confectionery giant Nestle Kit Kat realizes that the Japanese people are very fond of variety in flavors as well as respecting the traditional culture of the nation This is the reason why after 2000, Kit Kat planned to "localize" its products to exploit the characteristics of each region Up to now, Japan has had over 300 different Kit Kat flavors, this is a huge number showing the variety of flavors as well as the brand's influence throughout Japan Recognizing the desire and need to enjoy more new Kit Kat flavors from Japan, Nestle Vietnam is about to bring a new product from Japan, the Cherry Blossom Kit Kat (Hạnh, 2020), (VietNamReport) SECTION2: SITUATION ANALYSIS Nestle is the world’s largest food and beverage company Because they have more than 2000 brands and are present in 191 countries around the world In Particular, Nestle has built factories and had about 2000 employees in Vietnam.With a total investment of 520 million USD, Nestle not only represents long-term development in Vietnam but also wishes to improve the quality of life for generations of Vietnamese families.Although many brands have an negative effect of the Covid-19 pandemic, Nestle is again the world’s largest food company, holding onto the top seat in the industry as sales of its frozen staples like Hot Pockets, Stouffer’s and DiGiorno surge alongside coffee brands like Nespresso Besides, Full-year revenue including currency fluctuations, acquisitions and divestments, grew 3.6% in 2020, ahead of Nestle's own guidance of "about 3%" and underlying sales growth of 1.9 % of Unilever Moreover, they were voted as the top 03 Most Sustainable Enterprises in Vietnam in the field of manufacturing in 2019 and 2020 respectively (About us, n.d.) (The World’s Largest Food And Restaurant Companies In 2020, n.d.) 2.1 MARKET SUMMARY In the context of the Covid-19 pandemic, Vietnam is one of the few countries in the world with positive economic growth (+2,91%) According to Phu Hung securities report, total revenue of food and beverage products reached VND 975,867 billion (+3.8% YoY) in 2020 And the contribution of the food and beverage industry to GDP was approximately 15.8% Food and beverage spending currently accounts for the highest proportion in the monthly expenditure structure of consumers (about 35% of spending) (FOOD AND BEVERAGE INDUSTRY) 2.1.1 Market Demographics - - - Geographics Vietnam has a total area of 331,212 km2 Vietnam is a tropical country with steep terrain covering 3/4 of the land, low hills covering the rest, and the plain covering barely 1/4 of the land Vietnam is divided into regions: North, Central and Southern Demographics According to the results of the 2019 Vietnam Census, 55.5 percent of the population is under the age of 35, and the average life expectancy is about 76 years, which is greater than other nations in the region with similar income However, the population is increasingly aging The middle class is forming; it presently accounts for 13% of the population and is predicted to grow to 26% by 2026 Vietnamese people have a per capita income of around 3,000 USD per year 2.1.2 Market Needs Convenience, ease of use, and purchase: Due to their busy lives, consumers desire a product that is simple to use and purchase Vietnamese consumers like new cakes with attractive flavors, rarely appearing in the Vietnamese market: KitKat cherry blossoms have a unique and delicious flavor that is hard for anyone to surpass because of the strong sweet and sour strawberry flavor strong This is a breakthrough, and the flavor combination of strawberry, mochi cream and sakura sensation in every bite is also very delicate 2.1.3 Market Trend In the Vietnamese market, young people often tend to buy Kit Kat as a present on Tet and Valentine's Day Red is a symbol of good luck, so Kit Kat is an appropriate gift to pray for luck for friends and family And on Valentine's Day, chocolate is a gift to show love to your lover, so Kit Kat is a perfect one Vietnamese people's curiosity about new flavors of Kit Kat is also what has created a trend to seek out new flavors even if it has not been sold in Vietnam yet 2.1.4 Market Growth Vietnam's economy is one of the world's fastest growing The confectionery sector in Vietnam now has a significant market size and is growing at a rate of over 15% per year Kit Kat has an opportunity to grow its market and revenues by expanding in emerging countries like Russia, China, or Brazil Additionally, establishing companies in countries like China, India or Vietnam will provide the brand with cheap labor 2.2 SWOT ANALYSIS (NESTLE) 2.2.1 Strengths: World Renowned brand: It is fortune 500 Company and is world’s largest food company measured by revenues (2014) Nestle does individual branding of their different food brands which help them in creating awareness about their various food brands This also helps them because if a brand like Maggi is affected, it does not affect the sale of Coffee (Bhasin) Extensive distribution system: With its diversified product portfolio Nestle has been successful in penetrating Urban as well as rural markets Locally adapted distribution methods & decentralization in supply chain, including street markets, mobile street vendors, door-to-door distributors & Medical outlets has helped the company in making its products visible in the market If you just look at the Broad Product portfolio: Nestle has more than 8000 brands / products under its name which ranges from beverages like Coffee & Mineral water, Breakfast cereals, Soups & sauces etc Under each product category Nestle has deep assortments to satisfy different needs and wants of the consumers Large workforce: Nestle has engaged 340000 odd global workforce who are continuously working to make its products available in every nook & corner of the world R & D centers: Nestle has the world’s largest food & nutrition research organization, with about 5000 people involved in R & D, as well as corporate venture funds and research partnerships with business partners and universities It has 21 research centers globally Brand equity – As of 2016, it is the 37th highest rank brand in the world which says a lot about its brand equity 2.2.2 Weaknesses: Brand structure: It has many brands under the same umbrella group so managing such large number of individual brands can create conflict Legal & consumer issues: Although Nestle is a global food giant it got into controversies over the years like Nestle baby formula boycott Child labor by suppliers, Chocolate price fixing etc which resulted in negative word of mouth 2.2.3 Opportunities: Healthy breakfast – Maggi oats or other such healthy breakfast alternatives have a big future as most breakfast alternatives are heavy and people are becoming more health conscious Nestle needs to more market penetration with regards to its Cereals Expanding market: Entering into other markets and penetrating more & more in the rural markets through its robust supply chain and transition of spots of unorganized business to organized one will lead to further expansion of the company’s business Increasing Income levels: Due to stable political scenario, improved literacy rate & controlled inflation, disposable income of the people is increasing thereby resulting in upsurge in demand and changing their lifestyle Strategic Alliances: Nestle is already engaged in partnerships with a number of major companies, such as Coca-Cola, and several others, opening doors of opportunities for the company It is one of the main shareholders of L’Oreal, the world’s largest cosmetics company, so partnering with other food giants will help the company in further growth 2.2.4 Threats: Competition in the market: With an increasing number of local and national players it’s becoming very hard for the companies to differentiate themselves from others There is also a threat from counterfeit products destroying its brand image in the market 2.4 PRODUCT OFFERINGS Packaging Kitkat's packaging is a pastel pink with cherry blossoms printed on top In addition, the packaging design is also very unique with the shape of a large cylinder which represents the diploma in Japan Because this product is only available for sale during the cherry blossom season in March, April, which coincides with the graduation ceremony of students Inside the product, you'll find Sakura Kitkat kits, vacuum sealed to keep all the delicate flavors sealed and fresh Included in each pack is a special KitKat in the shape of a full bloom cherry blossom and a special cherry blossom keychain made from cherry blossom wood However, in Viet Nam, cherry blossoms bloom in the spring season including January or February So, we can sell it on Tet holiday in order that customers can give as gifts for their families Taste KitKat cherry blossoms have a distinct strawberry flavor Besides, it also has a very subtle taste of sakura ice cream, similar to the taste for sakura mochi, a sweet traditional Japanese dish made from glutinous rice and wrapped in a pickled cherry leaf Specially, cherry blossom KitKat also contains sakura leaves, which make them more unique than other Kitkat By using leaves instead of flowers actually creates a better taste of sakura, but this Kitkat has a special taste that is surpassed by their strong sweet and sour strawberry flavor, which can be considered a breakthrough Production Kitkat cherry blossoms have just been sold in some KitKat Chocolatory stores in Japan This shows that these items are limited, and special for those who want to collect or give a gift for somebody on holidays In Viet Nam, this will be an outstanding product in customer’s mind With the curiosity of Vietnamese people, they will want to try this limited KitKat or use it as a gift on New Year’s Eve (Monnhatban, 2018) 2.5 KEYS TO SUCCESS: The keys to success are designing and producing products that meet market demand Because Kitkat cherry blossoms are not produced in Vietnam, it will attract Vietnamese people's attention In addition, Kitkat must ensure total customer satisfaction with the taste of the product when they have their first taste of Kitkat cherry blossom that is made in Vietnam Besides, Kitkat should target to display or sell it on special holidays such as Tet Holiday If these keys to success are achieved, it will become a profitable, sustainable company SECTION 3: MARKETING STRATEGY Kit Kat employs a variety of marketing methods Kit Kat has a continuous phrase as one of its marketing strategies "Have a break, have a Kit Kat" is one example of this Kit Kat has also reinvented their products with unique flavors that are offered in different areas as part of their marketing strategy Customers are more interested in their items as a result of this Kit Kat comes in over 200 distinct flavors and varieties, the majority of which are created in Japan Connecting with social media in terms of advertising is another Marketing Strategy Kit on which Kat has worked They already have advertising on YouTube, Facebook, and Twitter since using social media as a means of communicating with people nowadays Finally, because Kit Kat recognized the digital world, they collaborated with Google in 2013, proposing the name Android version 4.4 Kit Kat for the operating system This has fostered the Kit Kat craze in the twenty-first century In today's fast-paced world, Kit Kat's marketing management adjusts and innovates their products (D'étude, 2019) 3.1 MISSION Nestle’s mission statement is “the world’s leading nutrition, health, and wellness company Our objective of "Good Food, Good Life" is to provide consumers with the greatest tasting, most nutritious options in a wide range of food and beverage categories and eating circumstances This remark demonstrates that Nestle prioritizes the consumer experience while also emphasizing the nutritional value of its goods To improve people's quality of life and protect them from pollution, the company has worked hard to ensure that all of its goods meet minimal health standards 3.2 MARKETING OBJECTIVE - To be the largest food manufacturer - Target different market shares and also possible market segments such as the working class and those students who are in need of an energy outlet - Focus on creating a link in the minds of the indecisive customers - To achieve sustained mid single-digit organic sales growth through a combination of rapid innovation, portfolio management and market share gains 3.3 FINANCIAL OBJECTIVE - In 2022, achieving 80% of the total revenue expected after seasons of Tet and Valentine - Reaching the top 10 of the confectionery industry by 2022 - Capturing a large market share after Tet season - Maintain and stabilize the number of potential and loyal customers 3.4 SEGMENTATION People looking to have a chocolate which is high in quality and moderately priced Figure 1: Segmentation of the Kitkat cherry blossom 3.5 TARGETING Kit Kat’s target market is men and women of all ages The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolate snacks What draws consumers to this brand is its association with “breaks” due to its tag line “Have a Break, Have a Kit Kat'' It’s low prices, constant over the past 100 years, allows it to target the mass consumer market Many young Vietnamese today are loyal followers of Kit Kat, especially with two flavors of chocolate and green tea Also, Kit Kat is a gift that many young people buy on Tet and Valentine's holidays With this new flavour of sakura cherry blossom, which is a flower that blooms in spring, this new product is not only aimed at young people but also customers who buy Tet gifts as a symbol of spring The special taste is surpassed by their strong sweet and sour strawberry flavor, this can be considered a breakthrough from the perfect combination of strawberry, mochi cream, and sakura that is clearly felt in the taste of every bite So this is also a kind of confectionery that will attract love couples to buy and express their feelings 3.6 POSITIONING Kit Kat cherry blossom will position itself as the first confectionery in Vietnam with true cherry blossom flavor This will also be one of the leading products in the Vietnamese confectionery market The Kit Kat cherry blossom will be part of the Tet’s holiday treats for both the guest and the host family Because this product has real cherry blossom leaves, KitKat has a high potential to compete with other products It has a real taste and meaning because of the real cherry blossom leaves in the product, giving consumers the spirit of Tet’s holiday and spring season Cherry Blossom is only sold on Valentine's Day and Tet, so it has a higher product value and meaning than other normal candies Moreover, it also brings users expectations and excitement every time the Tet and Valentine seasons come In summary, Kitkat cherry blossom need to place itself so that people will think that “ Seeing Kitkat Cherry Blossom is seeing Tet and Love” 3.7 4P’s STRATEGY Product: To meet the needs of customers who want to feel the taste of spring, KitKat has created a Cherry Blossom product line with cherry blossom flavor, sweet, and attractive Not only is the packaging beautiful, but the taste of the product is also very special, accompanied by real cherry blossom leaves in the product Helping customers feel the spring atmosphere in the clearest way Packaging: Kitkat Cherry Blossom is an eye-catching design, with the pink color of cherry blossom, the first impression when looking at this product of the customer is the lightness of spring, this is the way to please customers at first sight 10 Figure 2: Kitkat cherry blossom in Japan Quality: Kitkat Cherry Blossom is a product that is very popular with customers, although the price is slightly higher than other Kitkat chocolate sponge cakes, it is still favored by users because of its extremely good quality The product: Kitkat Cherry Blossom is sold in large packs, with the quantity of 10 small packs packed in each big pack, each small pack will have small bars The KitKat bar has the color of white chocolate with a hint of pink - the color of cherry blossoms The filling of the cake is a layer of sponge cake, bringing a crispy feeling when eating The flavor will gradually deepen while eating, bringing an interesting and sweet feeling Figure 3: Kitkat Cherry Blossom bar Price Kitkat Cherry Blossom products will keep the pricing in line with the strategy that Kitkat has maintained for a long time at a mid-range price to ensure customer retention because chocolate accounts for a big portion of the market to compete with them In order to draw buyers' attention, the selling price will be set at odd digits v The following are the two pricing options: - Value - base: cost + value = price - Cost plus pricing: cost + markup = price 11 v The selling price will vary depending on the following two models: - The model agent will acquire goods directly from the Company at the price supplied by the Company, according to the model agent Following that, the dealers boost the selling price to the initial distributors Finally, depending on the market location, users will buy at a ceiling price or possibly a floating pricing - Distributors, under the distributor model, will purchase items directly from the Company at the price set by the Company, with a portion of the discount deducted Distributors must make the discount at the rate allowed by the Company when redistributing wholesale and retail intermediaries Consumers will pay the same price as they would in a retail store Figure 4: Packing of Kitkat Cherry Blossom in Japan Place Distribution strategy refers to determining the chain by which the product is going to be delivered to the end user We can choose from available two options: v Direct distribution: - In this channel, Kitkat can use their website to sell their new product Throughout this distribution channel, they can approach their customers directly - Moreover, they can also connect with other e-commercial channels like Shopee, Lazada, Tiki, in order to expand their approach or reach more young customers v Indirect distribution: - Indirect distribution is the better option here as it is possible to reach a wider market with the use of retailers and supermarkets than having specialized stores at one location Specifically, they can display these products in front of the Company's portal to attract people who are fans of Kitkat Besides, they also use modern distribution like supermarkets, grocery stores or connect with some restaurants, cafes and hotels in order to reach a variety of customers 12 - In addition, most of the competitors are also using the indirect channel of distribution for the better service and availability of the product To compete with them, Kitkat should focus on indirect distribution and develop it by selling it through wholesalers, retailers or agents and brokers Promotion: In order to raise brand awareness, promotion strategies must be implemented appropriately, especially via online platforms Southgate (2017) stated that using celebrities is a useful tactic to develop advertising Therefore, cooperating with celebrities will definitely benefit Kitkat in promoting this campaign Besides, generation Z consumers tend to be more positive towards user-controlled formats, which provide them control over viewing experience (Southgate 2017) Kitkat can take advantage of this situation by conducting a question poll for consumers on social media, especially Facebook - the most commonly-used platform of Vietnamese youngsters When given chances to express their opinions, consumers will be more interested in the brand’s campaign Besides, Kitkat can attract not only couples but also single people by emphasizing on the message of ‘enjoying your life’ Through conducting this campaign, Kikat can attain marketing objectives at the end of the given period Nestle KitKat has always relied heavily on media such as newspapers, magazines, billboards, posters, televisions, and especially online via the internet and various websites, etc So with those same methods, we will use them to introduce Kitkat Cherry Blossom to consumers On-site marketing: Kitkat will have a large team of sales staff, well trained, understand customer psychology and professional working style, good communication ability, working at Kitkat counters in supermarkets, shops a small store to introduce the new sakura flavored Kitkat product and provide samples for customers to experience The collaboration with famous characters will be an important factor to attract young consumers, especially Gen Z Advertisement: This will be Kitkat's main communication tool to introduce the product The firm will use paid media, specifically TV and social media to reach its consumers + Along with the current epidemic situation, this campaign theme will be the image of the family gathering together to send Tet wishes, health wishes, and love through these Kitkat Cherry Blossom gifts to overcome the pandemic Celebrities who we can invite cooperate for this advertising campaign can be Dong Nhi - Ong Cao Thang, Ho Ngoc Ha, Tran Thanh, who are currently married and have a big influence on young people with this theme 13 + On Valentine's Day, with this light pink product, we will think of Rapper Binz, whose main color is pink and is currently paired with model Chau Bui This is a couple who are currently having a great influence on Gen Z through their posts on social media Having an advertising image from this couple will leave a lasting impression on consumers Special offer: Nestle can apply many promotions for KitKat products in different forms such as + Discount when buying combo + Discount for early booking at Nestle website Point of purchase: + Displaying KitKAt products in a beautiful and eye-catching way, posm design theme revolves around Tet, Valentine + Create more pop activation with minigames to attract a small number of people on the scene PR: Nestle will be using electronic media Kenh14, organizing a charity program with a portion of revenue to support children and students who have lost loved ones and families during the pandemic so that they can still have a loving Tet season 3.8 MARKETING PROGRAM Kitkat’s marketing program is divided into the following approaches to pricing, distribution, advertising and promotion, and customer service - Pricing:The focus will be on the selling price per unit Models for dealers or distributors - Distribution: Particularly, Kitkat will focus on indirect marketing in order to reach a wider market with the use of retailers and supermarkets than having specialized stores at one location - Advertising and promotion: Communication and promotion tools which are close to the target customers will be used - Customer service: KitKat will strive to achieve benchmarked levels of customer care 14 3.9 MARKETING RESEARCH Kitkat came to Vietnam when the consumer goods market here was still new, so there was a lot of land for business and the growth rate of Vietnam was still low, so the consumption capacity was high Currently, the market share of KitKat cake is quite large and reputable to consumers across the country KitKat always launches new products with many flavors to maintain market share and dominate the remaining market shares of other bakery brands in the Vietnamese market KitKat's "Stop a Day to Love" campaign is quite a successful digital campaign in Valentine 2014, with quite impressive numbers: + Video "Stop a day to love" reaches more than 1,700,000 on Youtube channel + Within weeks of the campaign's start, Kitkat's revenue doubled in 2013 and over 2012 + Facebook Fan growth rate reached 113% + The value of social media coverage reached $70,000 compared to the actual cost of only $20,000, achieving 350% ROI after the campaign Today KitKat is widely promoted on social networking sites, e-commerce shopping sites and many other sales locations Through many locations and sales methods, KitKat can approach and understand customers better to offer products and communication and promotion programs suitable for many audiences 15 SECTION 4: FINANCIALS This section will be evaluated based on the financial report of Nestle Company.These financial statements articles for the fiscal year ended December 31, 2021 and the next year 2022 - - - Nestle (2020) Gross revenue: 2090 Billion VND Cost of goods sold: 326 Billion VND Gross profit: 302 Billion VND Kitka Cherry Blossom which was sold in Viet Nam is estimated at 1/50 Nestle (2020) Gross revenue: 41.8 Billion VND Cost of goods sold: 6.52 Billion VND Estimated number of products sold: 45,642 package Kitkat Cherry Blossom belongs to a FMCG product - convenience goods The raw material for the product is mainly chocolate Therefore, the actual cost to create the product is quite high Unit cost: 10,000 VND/bar (= Product price + Other costs incurred, if any (shipping, packaging, marketing, labor … ) → Appropriate 100,000 VND/packbage The COGS of the product unit is 10,000 VND, the expected gross profit is 30%, the retail price will be: Retail price = [10,000 / (100 - 30)] x 100 = 14.285 VND/per bar 4.1 BREAK- EVEN ANALYSIS: The break-even analysis indicates that 4.571.200.000 VND will be required in sales revenue to reach the break-even point: Table 1: Break - even analysis Break- even analysis Quarter units break - even 32.000 VND Quarter sales break - even 4.571.200.000 VND Assumptions Average per - unit revenue 1.045.000.000 VND Average per - unit variable cost 202.100.000 VND Estimated quarter Fixed cost 850.045.000 VND 16 4.2 EXPENSE FORECAST: Unit of currency: VND Table 2: Expense forecast PHASE RESEARCH Desk research Field research CONTENT RESEARCH January 2022 February, March 2022 150,000,000 Brand review 40,000,000 Qualitative 60,000,000 Quantitative Process Conclude, evaluation Evaluate WEBSITE Design Writing content Advertisment SOCIAL MEDIA Design Take photo Create video Writing content Google Adwords CELEBRITY Đơng Nhi Ơng Cao Thắng MC Trấn Thành - Hari Won Rapper Binz Châu Bùi TVC Film making Writing content PR Electronic media Charity program TOTAL 150,000,000 20,000,000 30,000,000 31.000.000 12.000.000 21.000.000 8,000,000 9,000,000 5,000,000 10,000,000 8,000,000 110.000.000 110.000.000 30,000,000 15,000,000 15,000,000 30.000.000 15.000.000 15.000.000 15,000,000 15.000.000 35,000,000 35.000.000 150.000.000 100.000.000 52.000.000 220.000.000 250.000.000 60.000.000 90.000.000 50.000.000 50.000.000 200.000.000 200.000.000 170.000.000 170.000.000 30.000.000 30.000.000 150.000.000 150.000.000 50.000.000 50.000.000 100.000.000 100.000.000 17 400,000,000 300.000.000 POINT OF PURCHASE POP activation Winner gift Decoration, publication (standee, banner, ) Gift for attendees TOTAL 150.000.000 18 50.000.000 40.000.000 10.000.000 10.000.000 30.000.000 20.000.000 20.000.000 10.000.000 90,000,000 691.000.000 621.000.000 1.462.000.000 SECTION 5: CONTROLS The purpose of the Kitkat marketing plan has become one of the most popular socola cakes in Vietnam in spring and Valentine season The following areas will be monitored to gauge performance: ● Revenue: monthly and annual ● Expenses: monthly and annual ● Customer satisfaction ● The popularity of Kitkat cherry blossom ● New-product development 5.1 IMPLEMENTATION: Table 3: Action plan ACTION PLAN Milestone Start date End date Budget Manager Department Marketing plan completion 01/01/2022 01/21/2022 Xuân Thống Marketing Website completion 01/01/2022 01/14/2022 15 Văn Lắm Marketing Advertising campaign#1 (Tet Holiday) and (Valentine Day) 01/28/2022 03/14/2022 30 Yến Nhi and Bảo Châu Marketing Sponsorship 12/25/2021 03/14/2022 20 Team Supreme Marketing Total 65 5.2 MARKETING ORGANIZATION Team Supreme will be responsible for the marketing activities 19 Marketing 5.3 CONTINGENCY PLANNING 5.3.1 Difficulties and risks + Price high, customers not like the savour + An entry into the market by an already-established market competitor such as competing with traditional gifts like chocolate and roses in Valentine season or traditional candies in Lunar New Year + Vietnam does not prefer chocolate to other countries in Europe 5.3.2 Worst-case risks + Do not suitable for Vietnamese taste + Warning not to use for people who have allergy to cherry blossom + Manage expiry date + Can not compete with traditional cakes of Vietnam in Lunar New Year 20 REFERENCES Hạnh, L (2020) [Case Study] Kitkat – thành công thương hiệu ngoại gắn với “huyền thoại nội” Được truy lục từ Marketing AI Admicro VietNamReport (khơng ngày tháng) CƠNG TY TNHH NESTLÉ VIỆT NAM Về (không ngày tháng) Được truy lục từ Nestlé Việt Nam: https://www.nestle.com.vn/vi/aboutus The World’s Largest Food And Restaurant Companies In 2020 (không ngày tháng) Được truy lục từ https://www.forbes.com/sites/chloesorvino/2020/05/13/the-worlds-largestfood-and-restaurant-companies-in-2020/?sh=76ca7494262d FOOD AND BEVERAGE INDUSTRY (không ngày tháng) Được truy lục từ https://www.phs.vn/data/research/PDF_Files/analysis_report/en/20210526/F&B-20210525-E.pdf Bhasin, H (không ngày tháng) SWOT analysis of Nestle – Nestle SWOT analysis Được truy lục từ https://www.marketing91.com/swot-analysis-of-nestle/ SWOT KIKAT (không ngày tháng) Được truy lục từ https://pdfslide.net/documents/kit-katswot-analysis-marketing-strategies.html DARBINYAN, M (không ngày tháng) Marketing Strategy and SWOT Analysis of KitKat Được truy lục từ https://thesocialgrabber.com/marketing-strategy-and-swot-analysisof-kitkat/ Monnhatban (2018) Được truy lục từ http://www.monnhatban.com/amthuc/banh-keowagashi/kitkat-hoa-anh-dao D'étude, T (2019) A KitKat Market Research SWOT-Analysis, Objectives, Strategic Formulation, Creative Execution and Expense Budget Được truy lục từ https://www.grin.com/document/477614 21 ... 21! iii LIST OF FIGURES Figure 1: Segmentation of the Kitkat cherry blossom 9! Figure 2: Kitkat cherry blossom in Japan 11! Figure 3: Kitkat Cherry Blossom bar ... each pack is a special KitKat in the shape of a full bloom cherry blossom and a special cherry blossom keychain made from cherry blossom wood However, in Viet Nam, cherry blossoms bloom in the... cherry leaf Specially, cherry blossom KitKat also contains sakura leaves, which make them more unique than other Kitkat By using leaves instead of flowers actually creates a better taste of sakura,