Executive summary
The ice cream market in Vietnam has become increasingly competitive, driven by the entry of foreign companies that have invigorated the industry With a remarkable growth rate, particularly in frozen ice cream, this sector is now considered a "hot" and potentially lucrative opportunity for businesses The ongoing rivalry among firms highlights the dynamic nature of the dairy and dairy products industry in Vietnam.
To enhance the experience of Vietnamese consumers and offer them high-quality products that reflect their style, we developed a year-long marketing strategy to launch Celano's new Pop-cream ice cream line This initiative aims to solidify Celano's status as the leading brand in the Vietnamese ice cream market while showcasing its unique identity through the innovative Pop-cream product.
Introduction
KIDO Foods is a leading company in the frozen food industry, particularly excelling in the ice cream segment The company initially introduced three key brands: Merino, KIDO Foods Premium (now Celano), and Wel Yo With a commitment to sustainability and a strong brand presence, KIDO Foods has achieved significant market success, holding a dominant 43.1% market share in the ice cream sector, surpassing major competitors (Euromonitor, 2019).
In 2020, KIDO Foods continues to lead with a 43.5% market share,far ahead of other major competitors such as Unilever Vietnam with11.1% and Vinamilk with 9.1% (Euromonitor, 2020).
KDC aims to establish itself as a leader in the conditional food sector in Vietnam and Asia by delivering joyful experiences through its delicious, nutritious, and convenient products Their standout offerings include snail ice cream with cinnamon, ice cream sticks, cups, and boxes, all designed to enhance the quality of life for consumers.
To boost Celano ice cream's market share in the business and travel sectors, we are excited to introduce "Celano Pop-cream," a new product designed for on-the-go enjoyment This launch is supported by a strategic marketing plan tailored to effectively reach our target audience With KIDO Foods' strong resources, we are well-equipped to implement this new product, ensuring optimal market positioning and a successful entry into the ice cream segment.
SWOT & Macro - Environment Analysis
SWOT
It is a subsidiary of a huge Kinh Do firm and is heavily invested in a variety of fields.
Celano is well-known, especially among young people.
Kido Company dominates the ice cream market, particularly with
Celano as the premium ice cream market leader.
To accommodate a variety of needs, we provide a wide range of tastes in a variety of packaging options.
There are numerous new and distinctive ice cream flavors.
The pricing will be higher than competitors because the target market is middle-class people.
There is currently no factory in the Central region.
Customers have not been drawn in by the design of the ice cream cabinet or the ice cream products.
Celano still has not taken advantage of amusement parks, which are popular with teenagers.
The packaging is primarily constructed of non- environmentally friendly nylon.
According to emotions, ice cream is the most popular FMCG item.
The hot climate in Vietnam provides a tremendous opportunity for the ice cream business to grow.
The novelty of the product piques people's interest.
The young population represents a large potential consumer base for the fast food and ice cream industries.
When more ice cream brands are served at the shop, the market becomes more competitive.
Health issues are more concerned, especially after the epidemic
People tend to save money on eating out and recreation as a result of the epidemic's influence.
Consumers' desire for high- quality goods at a reasonable price is growing by the day.
Macro - Environment Analysis
Despite the significant economic downturn experienced by many countries due to the Covid-19 pandemic, Vietnam demonstrated resilience with an estimated GDP growth rate of 2.91% This growth has contributed to an improved standard of living, leading to increased consumer spending as households feel more confident in their financial situations (GSO, 2021).
- The stable political situation is decisive in economic development, creating jobs, increasing incomes for Vietnamese workers, and increasing social consumption needs.
Legal regulations governing the frozen ice cream industry primarily focus on food safety and consumer protection KIDO Foods has prioritized these issues for many years, viewing them as integral to their long-term strategy.
As lifestyles improve and consumer needs grow, there is a heightened focus on quality standards, food hygiene, and safety This shift in customer preferences, particularly in travel and entertainment, significantly influences manufacturers The rising trend in tourism is driving an increased demand for food products, notably ice cream.
Vietnam's population exceeds 98 million, with a significant youth demographic The 2019 Census reveals that the most populous age group is 25-29 years, comprising 8.78% of the total population, closely followed by the 30-34 age group at 8.72% KIDO Foods primarily targets customers who are students within this young demographic.
12 - 30 years old, so this is a potential market for KIDO to develop its ice cream industry.
KIDO Foods boasts the most advanced ice cream production line in the region, adhering to European standards, as highlighted in the KDC Annual Report 2020 With a complete investment in cutting-edge machinery sourced from various countries, each production line is meticulously designed for optimal efficiency across different product lines Furthermore, the company's distribution system is highly professional, ensuring excellence in the frozen ice cream industry.
The tropical monsoon climate in our country, characterized by distinct rainy and dry seasons, poses challenges for businesses like KIDO Foods in preserving and transporting ice cream Weather conditions significantly influence product consumption, with demand rising during the dry season and declining in the rainy season, complicating sales efforts.
Competitors
❖ Two direct competitors of the premium ice cream of KIDO Foods
"Celano Pop-cream" in the domestic market are Vinamilk's Twin Cows and Unilever's Cornetto.
- Vinamilk's Twin Cows Ice Cream:
Overview: Vinamilk is the leading nutrition company in
Vinamilk has established a robust nationwide distribution network and a comprehensive factory system, contributing to significant sales and growth In 2020, the introduction of new products propelled Vinamilk's ice cream segment to achieve the third position in the competitive ice cream market.
Vinamilk will account for 9.1% of the ice cream market share in the Vietnamese market (Euromonitor, 2020).
Product: Products of the high-class ice cream line in the
Vinamilk produces high-quality ice cream in Vietnam, sourcing raw materials from top domestic and international suppliers Their Twin Cows ice cream features luxurious packaging and offers five irresistible flavors: Chocolate, Vanilla, Green Tea, Tiramisu, and Strawberry Cheese Free from preservatives and rich in nutrients, this product prioritizes health and safety, making it a delightful choice for consumers.
Overview: As a company that owns 5 of the 10 most valuable ice cream brands in the world (First Vietnam,
In 2020, Unilever made its entry into the Vietnamese ice cream market, aiming to provide high-quality services to local customers Currently, the company holds an 11% market share, positioning it behind KIDO Foods in the competitive landscape of Vietnam's ice cream industry (Euromonitor, 2020).
Product: Cornetto ice cream products are targeted by
Unilever offers exceptional customer service and captivating products, featuring vibrant packaging and innovative flavors that appeal to young consumers, such as a unique blend of cotton candy and marshmallows However, the absence of a local ice cream factory in Vietnam leads to reliance on imported ice cream from Thailand, resulting in higher prices and less efficient logistics compared to competitors like KIDO, intensifying competition in the ice cream market.
❖ Currently, indirect competitors in the ice cream segment ofKIDO Foods are many when there are domestic and foreign businesses investing in the ice cream food segment in Vietnam.
Objectives
In its first year post-launch, KIDO Foods achieved remarkable sales figures, selling 87 million products across various distribution channels With a network of 120,000 retailers, the average daily sales per point of sale reached two products, showcasing the brand's strong market presence and consumer demand.
- In the first quarter of 2022: Increase the number of new customers to distribution channels and reach 5 million products.
- Maintain positive and strong growth each quarter Achieve a steady increase in market penetration.
- The new product quickly reached target customers and became one of the best-selling products of the year.
Segmentation, Targeting and Positioning strategy
Segmentation strategy
Celano Pop-cream, developed by KIDO Foods, is specifically designed for the youth demographic aged 12 to 30 This age group is characterized by a penchant for travel and a willingness to explore innovative and trendy products.
Utilizing unique and visually appealing product advertising images can effectively evoke the delicious taste of the product, stimulating a desire in target customers to own and experience it.
To enhance the accessibility of ice cream for travelers, Pop-cream products will be strategically promoted in tourist destinations, particularly near amusement parks, alongside existing retail channels.
Targeting strategy
Introducing our innovative product, "Celano Pop-cream," designed specifically for modern customers aged 12 to 30 This unique treat caters to those who embrace their individuality and savor flavors in their own distinctive way, making it the perfect companion for exciting outings and adventures.
KIDO Foods focuses on a targeted marketing strategy that effectively addresses the entire market segment by utilizing a tailored marketing mix By concentrating on a narrow segment with shared characteristics such as age and interests, the company not only optimizes operational costs but also fosters a cohesive brand image in the minds of consumers.
Positioning strategy
KIDO Foods strategically positions its Celano ice cream line as a premium offering, utilizing high-quality imported ingredients to satisfy the refined tastes of consumers The company is dedicated to exploring emerging flavor trends to continually attract a broader customer base.
In the competitive ice cream industry, leading players like Vinamilk and Unilever are focused on product innovation and refining production processes to expand their market share In response, KIDO Foods is committed to developing new products, sourcing diverse raw materials, and enhancing production techniques with advanced technology to sustain its market presence and boost competitiveness.
We strive to offer premium products that are not only delicious but also nutritious, ensuring they meet the health needs of our target age group.
Marketing Mix Strategies
Product strategy
Introducing our new line of ice cream products, "Celano Pop-cream," inspired by the delightful cake pop Each spherical ice cream has a diameter of 4cm and features three delicious layers, offering a unique and enjoyable treat for all ice cream lovers.
Ice cream filling with three different flavors: cookie cream, banana milk, and vanilla with melted caramel in the centre.
The thin layer of sponge cake provides just enough crunch to add to the interestingness of this ice cream without being too thick to boring customers.
Chocolate coating with healthy nuts like walnuts,almonds, etc., or multicolored candy nuggets.
- All of the ingredients for Pop-cream will be imported from abroad and rigorously tested for food safety before being used in manufacture.
Our products derive their sweetness and richness from natural ingredients, with sugar content minimized to align with the current trend among young consumers who prefer reduced sweetness in their diets.
Celano Pop-cream features elegant white lettering with a sleek black border, complemented by the company logo The phrase "Premium Trip Special" prominently displayed beneath the name highlights the ice cream line's upscale quality and its suitability for outings.
Picture 2: Poster Celano Pop-cream design
- The Pop-creamrange will be packaged in a paper box and an ice cream bag.
Each individual Pop-cream will be wrapped with the cream on top, similar to how a lollipop is packaged.
To enhance customer exploration of diverse flavors, we will introduce packaging that features a combo of two products in a rectangular bag, reminiscent of the previous Celano design Customers will have the choice between selecting two packs of the same flavor or enjoying a random mix of two different flavors.
For a paper box: There are two types:
A small package will contain three Pop-cream flavors: the same flavor or all three flavors/box, with two sticks attached to the lid.
A large package contains 5 Pop-creamice cream flavors in two options: the same flavor or all three random flavors/box, with two sticks attached to the lid.
- The top of each package displays the product name, taste, nutritional information about the ingredients in the ice cream, and extensive and clear suggestions for product identification and selection.
- The color of the packaging will relate to the cream flavor, for example, banana ice cream will have yellow packaging.
We will create unique package designs for Tet, Valentine's Day, and Christmas, including gift boxes and ice cream bouquets, perfect for consumers looking to purchase thoughtful gifts for their loved ones.
Pricing strategy
We aim to enhance health and nutrition while understanding our customers' desire for value in their purchases Our premium Pop-cream products are priced to reflect the high quality of ingredients used, yet we offer them at a competitive and relatively affordable price compared to other brands.
We will implement a market penetration and product quality pricing strategy for our Pop-cream line, recognizing the heightened price sensitivity in the market due to the Covid-19 pandemic By offering competitively priced products, we aim to effectively attract consumers in this volatile environment.
Table 2: Selling price per unit of product in distribution channels (VND)
Type Quantity Selling price/unit
Bag 1 tablet/bag 17.000 179.000/ carton/ 12 bag
5 tablets/box 75.000 539.000/ carton/ 8 product boxes
- Capturing the mind of the Vietnamese consumer philosophy is that price goes hand in hand with quality, we use a psychological pricing strategy, balancing price with product quality.
Distribution strategy
- The group always pays attention to how customers buy products and where customers will receive the products that the group provides to serve and take good care of customers.
KIDO Foods has successfully reached over 120,000 retail locations nationwide, leveraging a wide distribution strategy to ensure that their fast-moving ice cream products are easily accessible to customers This approach is particularly effective in Vietnam's hot climate, allowing consumers to purchase quality ice cream without concerns about product integrity.
The "Celano Pop-cream" ice cream product was specifically designed for travel enthusiasts, leading to the strategic placement of dedicated ice cream cabinets in amusement parks and eco-tourism areas to effectively attract customers.
KIDO Foods aims to "spread passion" beyond ecotourism areas by enhancing product sales through stronger connections with retail, grocery, and convenience stores nationwide This strategy focuses on quickly reaching customers and maximizing profits for the business.
Marketing communications strategy
- Post articles announcing the arrival of “Celano Pop-cream” on social media platforms such as Facebook, Youtube, and the company's official website.
- Run ads to promote products on social networking sites such as Instagram, Facebook, and outdoor ads such as posters, billboards on buses, bus shelters, taxis,
- Post videos, clips, and images of Celano Pop-cream products along with offers when buying new products through social networking platforms and on company websites.
- For entertainment and tourist destinations, we print posters about products at the point of sale, increasing purchase stimulation.
- Organize events, programs to match winning stamps, and give- aways on Facebook pages.
Customers who check in with the "Celano Pop-cream" product and present an invoice totaling over 99,000 at the point of sale will receive one complimentary product of equal value from a selection of different types.
- Using the bundled promotion, for bills over 179.000, you will be given a thermos bag to store ice cream.
During holidays like Tet, customers can take advantage of special discounts on their purchases For instance, buying a combo of three ice cream boxes will earn you a 10% discount, while purchasing two boxes of five ice creams grants you a complimentary Pop-cream in any flavor.
- Press release about the product with ingredient information and product packaging design.
- Invite KOL to participate in outings and travel to create product review clips called “Celano Pop-cream” when used at entertainment spots in the most authentic and vivid way.
- Combined with tourist attractions, amusement parks set up game counters to accumulate vouchers and gifts such as Pop- cream products.
- Sponsor music, sports, etc programs for young people.
- Coordinate with staff at retail points in introducing and advertising Celano Pop-cream products as well as surveying customers' reactions to products.
- During the first month of the product's launch, the company will send experienced employees to supermarkets or large amusement parks to directly introduce and promote the product.
Marketing research
KIDO Foods has strategically placed its ice cream products across various distribution channels, including supermarkets, retailers, and popular tourist destinations, to maximize visibility and accessibility Collaborating with KOLs at these locations, the brand promotes "Celano Pop-cream," leveraging their endorsements to enhance product awareness This extensive recommendation network provides KIDO Foods with valuable feedback, enabling the company to conduct research that measures brand awareness and consumer attitudes towards competitors By understanding customer needs and market expectations, KIDO can refine product quality and effectively target the youth demographic Additionally, ongoing research aids in identifying gaps in marketing strategies and optimizing communication efforts to attract potential customers Finally, KIDO Foods will utilize customer satisfaction studies to assess market responses during the pandemic, ensuring adaptability and relevance in a rapidly changing environment.
Action plan
Use personal selling to introduce Celano Pop- cream products.
7 million products were sold in the first month after launching at 120,000 retail points across the country.
Press release on the product on the company website.
Upload videos and product images on Celano's online pages.
Advertise on social media platforms.
Introduce products directly to consumers through the staff of KIDO Foods.
Focus on promoting personal selling with bonus promotions during the Lunar New Year.
Collaborate with KOLs to advertise products.
Coordinate with staff at retail to introduce and suggest Tet's gifts.
Reaching 1 million ad views on
16 million products were sold in two months.
With a bill over 149.000, get 1 lucky money envelope for Nham Dan, including 5 pieces, 2 weeks before Tet.
Invite KOLs to film Tet TVC. Create
Valentine gift boxes withPop-creams with the main colors being white and red.
Create game events that promote public relations.
Organized a check-in event to attract customers at a tourist destination with 1 million check-ins during the 2 weeks of the holiday from April 30 to May 1.
Reaching the number of 25 million products sold in 3 months.
Actively promote product images on social networking platforms.
Combined with tourist sites to organize a game counter to win Celano products.
During the check-in period, when buying a combo of 3 ice cream boxes, you will receive 10% off for 2 weeks of the holiday 30/2-1/5.
Organize activities and make summer greeting posters for young people.
Reaching the number of 10 million products sold in one months.
2 boxes of 5 ice-creams and get 1 free of any flavor (applied at tourist attractions).
Improve product image promotion on social networking sites.
Post product images through public relations.
We achieved sales of 11 million products.
Sponsor music, sports, and entertainment programs for young people.
"Back to School", any five boxes of ice cream will include a Pop- cream ball- point pen.
10 million products were sold in two months.
Organize a give-away on Facebook with surveys and lucky games during Black Friday week.
Collect stamps on packages to win prizes equivalent to the corresponding levels given.
Reaching the number of 8 million products sold in one months.
With a bill over 199.000, get 1 gift of Celano's exclusive
LaunchingChristmas videos and clips with products.
If there is a COVID-19 epidemic, we will focus on distribution channels at tourist destinations and densely populated areas.
Support customers by ordering ice cream products at retail points.
Reduce personal selling activities and instead increase interaction with articles on social networking platforms like Facebook and Tiktok.
Cooperation with KOLs continues to bring more popular product images to target customers.
Reduce the target from 87 million products sold in one year to
27 million products sold at 120,000 retail locations.
Logo KIDO Foods
KIDO Foods, a leader in the frozen food industry, excels particularly in the ice cream segment, boasting a significant 43.1% market share as of 2019 (Euromonitor) The company initially launched three key brands: Merino, KIDO Foods Premium (the predecessor of Celano), and Wel Yo, establishing a strong brand presence in the market KIDO Foods is committed to sustainability and continues to outperform major competitors in the ice cream sector.
In 2020, KIDO Foods continues to lead with a 43.5% market share,far ahead of other major competitors such as Unilever Vietnam with11.1% and Vinamilk with 9.1% (Euromonitor, 2020).
KDC aims to establish itself as a leader in the conditional food sector in Vietnam and Asia, focusing on delivering value through enjoyable, nutritious, and convenient products Their signature offerings include snail ice cream cinnamon, ice cream sticks, ice cream cups, and ice cream boxes, all designed to enhance customer satisfaction and well-being.
To enhance the market share of Celano ice cream in the business and travel sectors, we are excited to introduce "Celano Pop-cream," a new ice cream product designed for on-the-go enjoyment This launch will be supported by a well-crafted marketing strategy that leverages KIDO Foods' robust resources, ensuring effective implementation and strategic positioning to successfully engage our target customers.
It is a subsidiary of a huge Kinh Do firm and is heavily invested in a variety of fields.
Celano is well-known, especially among young people.
Kido Company dominates the ice cream market, particularly with
Celano as the premium ice cream market leader.
To accommodate a variety of needs, we provide a wide range of tastes in a variety of packaging options.
There are numerous new and distinctive ice cream flavors.
The pricing will be higher than competitors because the target market is middle-class people.
There is currently no factory in the Central region.
Customers have not been drawn in by the design of the ice cream cabinet or the ice cream products.
Celano still has not taken advantage of amusement parks, which are popular with teenagers.
The packaging is primarily constructed of non- environmentally friendly nylon.
According to emotions, ice cream is the most popular FMCG item.
The hot climate in Vietnam provides a tremendous opportunity for the ice cream business to grow.
The novelty of the product piques people's interest.
The young population represents a large potential consumer base for the fast food and ice cream industries.
When more ice cream brands are served at the shop, the market becomes more competitive.
Health issues are more concerned, especially after the epidemic
People tend to save money on eating out and recreation as a result of the epidemic's influence.
Consumers' desire for high- quality goods at a reasonable price is growing by the day.
Despite the significant economic downturn experienced by many countries due to the Covid-19 pandemic, Vietnam demonstrated resilience with an estimated GDP growth rate of 2.91% This growth has contributed to an improved standard of living, leading to increased consumer spending and a rise in budget allocations for various expenditures (GSO, 2021).
- The stable political situation is decisive in economic development, creating jobs, increasing incomes for Vietnamese workers, and increasing social consumption needs.
Legal regulations governing the frozen ice cream industry primarily emphasize food safety and consumer protection KIDO Foods has prioritized these critical issues for many years, viewing them as integral to its long-term strategy.
As lifestyles evolve and consumer needs rise, there is a growing emphasis on quality standards, food hygiene, and safety This shift in preferences is particularly evident in the travel and entertainment sectors, where an increase in tourism has significantly boosted the demand for food products, notably ice cream.
Vietnam's population exceeds 98 million, with a significant youth demographic The 2019 Census revealed that the age group 25-29 is the largest, comprising 8.78% of the population, closely followed by those aged 30-34 at 8.72% Notably, KIDO Foods primarily caters to students, highlighting the brand's focus on the younger demographic.
12 - 30 years old, so this is a potential market for KIDO to develop its ice cream industry.
KIDO Foods boasts the most advanced ice cream production line in the region, adhering to European standards, as highlighted in the KDC Annual Report 2020 With a complete investment in new machinery and equipment, each production line is meticulously designed to optimize efficiency, utilizing modern machines sourced from various countries Additionally, KIDO Foods features a highly professional distribution system tailored for the frozen ice cream industry.
Our country experiences a tropical monsoon climate with distinct rainy and dry seasons, presenting challenges for businesses like KIDO Foods in preserving and transporting ice cream These weather conditions significantly influence product consumption, with demand surging during the dry season and declining in the rainy season, complicating sales efforts.
❖ Two direct competitors of the premium ice cream of KIDO Foods
"Celano Pop-cream" in the domestic market are Vinamilk's Twin Cows and Unilever's Cornetto.
- Vinamilk's Twin Cows Ice Cream:
Overview: Vinamilk is the leading nutrition company in
Vinamilk has established a robust nationwide distribution network and a comprehensive factory system, contributing to significant sales and growth In 2020, the introduction of new products propelled Vinamilk's ice cream segment to rank third in the competitive ice cream market.
Vinamilk will account for 9.1% of the ice cream market share in the Vietnamese market (Euromonitor, 2020).
Product: Products of the high-class ice cream line in the
Vinamilk produces its ice cream products, including the luxurious Twin Cows line, at domestic factories using high-quality raw materials sourced from both local and international suppliers Available in five irresistible flavors—Chocolate, Vanilla, Green Tea, Tiramisu, and Strawberry Cheese—this ice cream features appealing packaging and is free from preservatives, ensuring a nutritious and safe treat for health-conscious consumers.
Overview: As a company that owns 5 of the 10 most valuable ice cream brands in the world (First Vietnam,
In 2020, Unilever made its entry into Vietnam's ice cream market, aiming to provide high-quality services to local customers Despite its efforts, Unilever currently holds an 11% market share, positioning it behind KIDO Foods, which leads the market in Vietnam (Euromonitor, 2020).
Product: Cornetto ice cream products are targeted by
Unilever offers exceptional customer service and enticing products, featuring vibrant packaging and a delightful blend of cotton candy and marshmallows in their new ice cream flavors that appeal to young consumers However, the absence of a local ice cream factory in Vietnam means Unilever imports its products from Thailand, leading to higher prices and less efficient logistics compared to competitors like KIDO, intensifying competition in the ice cream market.
❖ Currently, indirect competitors in the ice cream segment ofKIDO Foods are many when there are domestic and foreign businesses investing in the ice cream food segment in Vietnam.
In the first year following the launch of KIDO Foods' new product, an impressive total of 87 million units were sold across various distribution channels, supported by a network of 120,000 retailers On average, each point of sale recorded sales of two products per day, highlighting the strong market presence and consumer demand for KIDO Foods.
- In the first quarter of 2022: Increase the number of new customers to distribution channels and reach 5 million products.
- Maintain positive and strong growth each quarter Achieve a steady increase in market penetration.
- The new product quickly reached target customers and became one of the best-selling products of the year.
5 Segmentation, Targeting and Positioning strategy
KIDO Foods has strategically positioned Celano Pop-cream to appeal to a youthful demographic, specifically targeting individuals aged 12 to 30 This age group is characterized by a propensity for travel and a readiness to explore innovative and trendy products.
Poster Celano Pop-cream design
- The Pop-creamrange will be packaged in a paper box and an ice cream bag.
Each individual Pop-cream will be wrapped with the cream on top, similar to how a lollipop is packaged.
To enhance customer experience and encourage flavor exploration, we will create packaging that features a combo of two products in a rectangular bag, reminiscent of the previous Celano design Customers will have the choice between two options: selecting the same flavor or enjoying a random mix of two distinct flavors per pack.
For a paper box: There are two types:
A small package will contain three Pop-cream flavors: the same flavor or all three flavors/box, with two sticks attached to the lid.
A large package contains 5 Pop-creamice cream flavors in two options: the same flavor or all three random flavors/box, with two sticks attached to the lid.
- The top of each package displays the product name, taste, nutritional information about the ingredients in the ice cream, and extensive and clear suggestions for product identification and selection.
- The color of the packaging will relate to the cream flavor, for example, banana ice cream will have yellow packaging.
We will create unique package designs for Tet, Valentine's Day, and Christmas, including gift boxes and ice cream bouquets, allowing consumers to purchase special gifts for their loved ones.
We aim to enhance health and nutrition while understanding customer psychology regarding value for money Our premium Pop-cream products are priced to reflect the high quality of their ingredients, yet we offer them at a competitive and relatively affordable price compared to other brands.
To effectively navigate the intense market volatility caused by the Covid-19 pandemic, we will implement a market penetration and product quality pricing strategy for our Pop-cream line Given the heightened price sensitivities among consumers, offering products at reasonable prices will be crucial in attracting and retaining customers in this competitive landscape.
Table 2: Selling price per unit of product in distribution channels (VND)
Type Quantity Selling price/unit
Bag 1 tablet/bag 17.000 179.000/ carton/ 12 bag
5 tablets/box 75.000 539.000/ carton/ 8 product boxes
- Capturing the mind of the Vietnamese consumer philosophy is that price goes hand in hand with quality, we use a psychological pricing strategy, balancing price with product quality.
- The group always pays attention to how customers buy products and where customers will receive the products that the group provides to serve and take good care of customers.
KIDO Foods has successfully reached over 120,000 retail locations nationwide, leveraging a wide distribution strategy for its ice cream products This approach ensures that customers can conveniently purchase high-quality ice cream, which thrives as a fast-moving consumer product in Vietnam's warm climate.
The "Celano Pop-cream" ice cream product was specifically designed for travel enthusiasts, leading to the strategic placement of dedicated ice cream cabinets in amusement parks and eco-tourism areas to effectively attract customers.
KIDO Foods aims to "spread passion" beyond ecotourism areas by expanding its product sales through increased connections with retail, grocery, and convenience stores nationwide This strategy focuses on enhancing accessibility for customers and maximizing profits for the business.
- Post articles announcing the arrival of “Celano Pop-cream” on social media platforms such as Facebook, Youtube, and the company's official website.
- Run ads to promote products on social networking sites such as Instagram, Facebook, and outdoor ads such as posters, billboards on buses, bus shelters, taxis,
- Post videos, clips, and images of Celano Pop-cream products along with offers when buying new products through social networking platforms and on company websites.
- For entertainment and tourist destinations, we print posters about products at the point of sale, increasing purchase stimulation.
- Organize events, programs to match winning stamps, and give- aways on Facebook pages.
Customers who purchase the "Celano Pop-cream" at the point of sale with an invoice exceeding 99,000 will receive one complimentary product of equal value from a selection of different types.
- Using the bundled promotion, for bills over 179.000, you will be given a thermos bag to store ice cream.
During the holidays, including Tet, customers can take advantage of special discounts on their purchases For instance, buying a combo of three ice cream boxes offers a 10% discount, while purchasing two boxes of five ice creams entitles you to a free Pop-cream in any flavor.
- Press release about the product with ingredient information and product packaging design.
- Invite KOL to participate in outings and travel to create product review clips called “Celano Pop-cream” when used at entertainment spots in the most authentic and vivid way.
- Combined with tourist attractions, amusement parks set up game counters to accumulate vouchers and gifts such as Pop- cream products.
- Sponsor music, sports, etc programs for young people.
- Coordinate with staff at retail points in introducing and advertising Celano Pop-cream products as well as surveying customers' reactions to products.
- During the first month of the product's launch, the company will send experienced employees to supermarkets or large amusement parks to directly introduce and promote the product.
KIDO Foods has strategically placed its ice cream products in various distribution channels, including supermarkets, retailers, and popular tourist destinations, to reach a wide audience Collaborating with KOLs at these locations, the company promotes its "Celano Pop-cream," leveraging their endorsements to enhance brand visibility and gather valuable consumer feedback This feedback, combined with research studies, enables KIDO Foods to assess brand awareness and consumer attitudes towards competitors, helping them understand customer needs and expectations By identifying quality values for new products aimed at the young market segment, KIDO can refine its marketing strategies and effectively communicate product messages to attract potential customers Additionally, customer satisfaction studies will be conducted to evaluate market responses during the ongoing pandemic.
Use personal selling to introduce Celano Pop- cream products.
7 million products were sold in the first month after launching at 120,000 retail points across the country.
Press release on the product on the company website.
Upload videos and product images on Celano's online pages.
Advertise on social media platforms.
Introduce products directly to consumers through the staff of KIDO Foods.
Focus on promoting personal selling with bonus promotions during the Lunar New Year.
Collaborate with KOLs to advertise products.
Coordinate with staff at retail to introduce and suggest Tet's gifts.
Reaching 1 million ad views on
16 million products were sold in two months.
With a bill over 149.000, get 1 lucky money envelope for Nham Dan, including 5 pieces, 2 weeks before Tet.
Invite KOLs to film Tet TVC. Create
Valentine gift boxes withPop-creams with the main colors being white and red.
Create game events that promote public relations.
Organized a check-in event to attract customers at a tourist destination with 1 million check-ins during the 2 weeks of the holiday from April 30 to May 1.
Reaching the number of 25 million products sold in 3 months.
Actively promote product images on social networking platforms.
Combined with tourist sites to organize a game counter to win Celano products.
During the check-in period, when buying a combo of 3 ice cream boxes, you will receive 10% off for 2 weeks of the holiday 30/2-1/5.
Organize activities and make summer greeting posters for young people.
Reaching the number of 10 million products sold in one months.
2 boxes of 5 ice-creams and get 1 free of any flavor (applied at tourist attractions).
Improve product image promotion on social networking sites.
Post product images through public relations.
We achieved sales of 11 million products.
Sponsor music, sports, and entertainment programs for young people.
"Back to School", any five boxes of ice cream will include a Pop- cream ball- point pen.
10 million products were sold in two months.
Organize a give-away on Facebook with surveys and lucky games during Black Friday week.
Collect stamps on packages to win prizes equivalent to the corresponding levels given.
Reaching the number of 8 million products sold in one months.
With a bill over 199.000, get 1 gift of Celano's exclusive
LaunchingChristmas videos and clips with products.
If there is a COVID-19 epidemic, we will focus on distribution channels at tourist destinations and densely populated areas.
Support customers by ordering ice cream products at retail points.
Reduce personal selling activities and instead increase interaction with articles on social networking platforms like Facebook and Tiktok.
Cooperation with KOLs continues to bring more popular product images to target customers.
Reduce the target from 87 million products sold in one year to
27 million products sold at 120,000 retail locations.
Table 4: Financial projections Sales Revenue Forecast:
In the first year, Celano Pop-cream is projected to generate sales revenue of 1,392,000,000,000 VND, with an average unit price of 16,000 VND Break-even analysis shows that profitability will be achieved once annual sales volume surpasses a certain threshold The analysis is based on a selling price of 16,000 VND per unit, a variable cost of 7,500 VND per unit, and estimated fixed costs of 87,660,000,000 VND for the first year.
Product - The product is out of date and contains a manufacturing flaw.
- Ensure a consistent and high-quality supply of materials at a cheap cost.
- There is an excessive amount of inventory in the manufacturing warehouse.
- Damaged products were identified during the transportation and manufacturing processes.
- A team exists to pre-test all ingredients during the ice cream flavoring stage and before mass production to ensure quality, food safety, and hygiene.
- Before leaving the factory, finished products are double- checked for quantity and look.
- At the end of each month, strategies will be altered to ensure that the product is released as soon as possible.
Financials - Loss of money during operation.
- Failure to achieve the right sales target.
- If there is a risk of financial loss, review the contract conditions and the law.
- Accurate cash flow calculation and planning based on specific reports.
- Increase the number of consumer acquisition strategies used.
- Lack of sales at retail channels
- Customers complain about the place where they buy products.
- Retail channels raise the price of products beyond the allowable limit.
- There is the team to manage and analyze inventory and weekly product distribution, then deploys production and shipping parties working rapidly to fulfill retailer demand.
- Strictly supervise and offer policies to encourage distribution channels to generate high income and ensure items reach customers in good condition and with the highest level of satisfaction.
The proposed marketing strategy aims to launch the "Celano Pop-cream" ice cream product by KIDO Foods in Vietnam, enhancing the company's revenue and building consumer trust With a history of successful ice cream product launches over the past 28 years, particularly among young consumers, we have crafted a marketing plan to introduce "Celano Pop-cream." This plan includes expanding distribution channels at tourist destinations, ensuring that consumers can purchase the product directly while maintaining the highest quality and safe delivery standards.
KIDO Foods has successfully implemented an effective marketing strategy, leading to a significant increase in the popularity of its ice cream product lines Currently, KIDO Foods holds a dominant position in Vietnam's ice cream market, boasting a market share of 43.1% as reported by Euromonitor in 2020.
As the ice cream market evolves, KIDO Foods faces intensified competition, necessitating continuous enhancement of product quality to meet customer preferences To succeed, the company must implement effective strategies for retaining existing customers while attracting new ones Additionally, closely monitoring competitors' strategies is essential for developing appropriate response plans and introducing a wider variety of innovative product lines to the market.
To enhance product visibility and attract customers, it's essential to effectively promote product quality while actively engaging with customer feedback Implementing a variety of promotional strategies can capture consumer interest, but it's crucial to balance advertising efforts to avoid significant revenue impact on the company.
Dân số (2021), Trích từ: https://danso.org/viet-nam/