(TIỂU LUẬN) STAR KOMBUCHA INTEGRATED MARKETING COMMUNICATION PLAN FOR THE FIRST 6 MONTHS OF 2022

Executive summary

STAR KOMBUCHA is a healthy fermented drink with 100% natural ingredients from tea, SCOBY, natural fruits and herbs It is rich in probiotics (lactobacillus), organic acids, antioxidants, vitamin B, polyphenols, EGCG that have wonderful health benefits, especially for your gut and immune system Kombucha originated from the Eastern regions around 2,000 years ago It was widely known as the “Tea of 2020 Immortality”.

Kombucha fermentation process takes 30 days, fresh ingredients include pure tea, SCOBY, pressed juice, and herbs In the modern world, Kombucha has become a daily beverage preference to nourish mind, body & soul People around the world, from the U.S to Canada, France, Germany, and many more countries are drinking kombucha as a healthy alternative beverage, and its amazing taste The mission of Star Kombucha is to spread our craft to the world, the journey to improving health, one gut at a time.

However, when it came to accessing the Vietnamese market, Star Kombucha faced several hurdles and challenges For Vietnamese customers, fermented tea is an unusual drink, therefore they are still wary of it Furthermore, Star Kombucha's communication operations in the Vietnamese market have not significantly increased the brand's appeal Our company will suggest communication actions directed at the target audience in the article "STAR KOMBUCHA INTEGRATED MARKETING

COMMUNICATION PLAN FOR THE FIRST 6 MONTHS OF 2022" The first section will include research on the fermented tea market in Vietnam, StarKombucha's target market, and a SWOT analysis Then we'll establish the strategy's objectives, create innovative tactics, plan and strategize communication, sales promotion, and public relations Then, we will design a timetable and a budget.Finally, measuring effectiveness and control.

The fermented tea market

Due to the impact of the COVID-19 pandemic, 57% of global consumers said they were worried about their body's immunity As consumers seek to boost their

0 0 immune system, they are increasingly interested in products that boost their immune system and overall health

In addition, the consequences of the pandemic are more severe for people with hypertension, diabetes and cardiovascular disease, making consumers realize the importance of weight management This anxiety is likely to increase the need for functional solutions that support healthy weight management More specifically about the concern of consumers when type 2 diabetes is still a threat to all of humanity In

2019, there were 88 million people in Southeast Asia with diabetes, the trend will increase sharply in 2045, increasing by 75% or 153 million people.

In particular, it entails the risk of obesity, lipid metabolism disorders, high blood pressure, cardiovascular disease, Market trends have changed, requiring products to meet this demand This is an opportunity for the development of health care products according to the general trend of the world Kombucha is a new product that promises to explode in the future The size of the world's Kombucha market is forecast to grow, reaching from $3.5 billion to $5 billion by 2025 (Kim & Adhikari)

Star Kombucha target market

Although we call it a drink, Star Kombucha is not a beverage, but a dietary supplement, flavored to make it easier to drink Also because there are many different flavors, the product is easily confused with soft drinks The product is recommended to use whenever the body feels tired or to drink 1-2 cans daily to maintain good health.

In the same segment of Star Kombucha are functional food supplements, not soft drinks or fermented juices The market for this drink are consumers (or private buyers) (B2C) and business (B2B)

Health is the most important market This product is aimed at a target group of women aged 18-44 (gen Z & Y) who are starting to care about their health and beauty. They are well-informed and educated adults Therefore they are professional occupations and of upper-middle class So they are not only ready to purchase a

0 0 product which is good for their health but also able to pay more for it They are most likely to already own a functional food supplement or similar.

Supermarkets and agents are also the customers that Star Kombucha is aiming for Although less than 10 years of existence, the strong development of modern distribution channels (Bach Hoa Xanh, Vinmart, convenience store chains, ) in recent years has had a great influence on consumption trends Retailers have great influence in bringing products to consumers, so they are important partners that Star Kombucha aims to promote products, convincing them to bring Star Kombucha to put on shelves in the store According to statistics, the customers who come to these stores are the consumers that Star kombucha is aiming for.

Retail systems are notoriously difficult to choose for companies that supply products But the development of this distribution system will greatly contribute to the development of product reputation.

Those who are recognizing the health issues and would like to improve them. This group is likely to be exposed to internet advertising and effects from acquaintances but that is not the only reason to motivate them to purchase The size of this group is growing everyday and promises huge growth potential for this market.

A common problem among this target group is chronic stress The root of this problem comes from the pressure of life plus the lifestyle and way of living of each person If everyone is interested in a healthy lifestyle and eating, there will be no need for additional foods like Kombucha If not, Star Kombucha will help balance and supplement the missing nutrients.

Kombucha fermented drink is effective in maintaining and restoring health thanks to its high antioxidant, detoxifying and antibacterial ingredients, good for the digestive system and strengthening the immune system.

We are working on a plan to educate all consumers in the country with the right knowledge about the product as well as change the existing misconceptions about drinking water for health However, we are still focusing on customers living in big cities including: Ho Chi Minh city, Hanoi and Danang because consumers in this area are modern citizens, care about health and ready to accept new products faster.

With a system of stores stretching across the country, especially in big cities(Star Kombucha's main market) Cooperation with large retailers will help products close to consumers and easy to purchase when there is a need.

Goody group: SWOT analysis

- Consumption is conscious as well as higher spending on healthy products.

- The market has potential in the future.

- High quality raw materials contribute to improve product quality

- The majority of the population is still unaware of healthy products

- Meet customer needs of food supplements

- High-tech production lines, modern production facilities, high-quality raw materials, fast-developing technology, easy access, modern consumer tastes, with these factors the company invests in developing new product development.

- Customers' high requirements for quality and design should lead the company to develop new products.

- The price of the product is quite high compared to other soft drinks on the market.

- Consumers also do not have a clear understanding of the product, high risks

Financial sources is not strong

- The company has not yet built a product to distribute abroad combined with modern consumer tastes, so the company needs to focus on market development strategy.

- Competition is very fierce with competitors in the market and substitute products, high requirements of customers for quality and design, so the company focuses on developing new products.

- Strengthen marketing to expand the market and export products to the market

Campaign objectives

 Awareness: Increase Star Kombucha brand awareness among target audience interested in products to 40% in 6 months in Ho Chi Minh City and Hanoi

 Knowledge: Increase the understanding of target audiences in Ho Chi Minh

City and Ha Noi about products: information, benefits, of Star Kombucha by 25%

 Conviction: Motivate 15% of the target audience in Ho Chi Minh city and

Hanoi to decide to buy products of Star Kombucha brand.

Creative strategy

Advertising campaign

Key idea: “Kombucha trà cho sức khỏe".

Key message: With Star Kombucha, women can bring their health and beauty enhancement by using an amazing tasting beverage made from natural fermentation.

Creative brief

Brand statement: Star Kombucha - Fermented drinks that improve the overall health and well-being for everyone.

The women between the ages between 18 and 44 (gen Z & Y) care about their health and beauty and live in metropolises such as Ha Noi, Da Nang and Ho Chi Minh City.

- Fact: They often choose purified water or fruit juice to use, since alternative canned or bottled drinks with many flavors currently on the market have a bad effect on health and beauty In addition, they also are shoppers who usually shop at point-of- purchase on modern trade channels and pay attention to product packaging

- Truth: They want to enjoy delicious drinks with diverse flavors, but they are concerned that the sugar and calories content on the ingredients list of these drinks are

0 0 not beneficial for health and beauty, since high calories cause weight gain and high sugar index will easily cause skin aging.

- Insight: “I'm looking for convenient and amazing tasting drinks that offer a variety of flavors but having “fresh” ingredient lists which are good for health and beauty.”

- There are well-known brand in different categories such as retailers (Supermarkets: Co.op Mart, AEON Citimart, An nam Gourmet), Minimart (Bách Hoá Xanh, VinMart/ VinMart+), Convenience Stores (Circle K, 7Eleven) They have more than 5 years experience as well as a high reputation and strong potential in the retail market in Vietnam.

- E-commerce sites (Shopee, Lazada, Tiki) with a high level of popularity and strong potential in Vietnam.

- Members of the groups “Đẹp Chanh Sả" and “YÊU EAT CLEAN" on Facebook.

- Followers and Subscribers of these KOLs /Influencers

- Audiences of online newspapers Kenh14, Harper's Bazaar Vietnam.

- Audiences of the show “The Next Face Vietnam”.

- Other publics such as users of social media platforms including YouTube, Facebook, TikTok , Instagram as well as shoppers at all of the Point-of-purchase that Star Kombucha distributed.

- KOLs/ Influencers including Hana Giang Anh, An Phuong and Lam Thuy Nhan who are producing contents about health and beauty.

- Mentors of the show “The Next Face Vietnam” such as Mau Thuy, H'Hen Niê and other contestants in this contest.

- Administrators of two groups ”Đẹp Chanh Sả" and “YÊU EAT CLEAN" on Facebook.

- Kenh 14 newspapers and Harper's Bazaar magazine.

Major selling idea

- Rational appeal: Kombucha fermentation process takes 21-30 days and has fresh ingredients including pure tea, SCOBY, pressed juice, and herbs SCOBY will transform tea and sugar mixtures into vitamin C, polyphenols, EGCG, vitamin B and many other good bacteria.The bacteria and yeast in SCOBY break down the tea’s sugars and convert them into a multitude of vitamins, enzymes.

- Emotional appeal: The ingredient - SCOBY, is selected and imported directly from the U.S Star Kombucha, bringing women the drinks which are fresh,amazing tasting and 100% natural ingredients, has become a daily beverage preference to nourish the mind, body & soul without worrying about weight gain,adverse effects on skin.

Creating brand image

Concept: Modern, dynamic and fresh.

Theme: Colorful fits our Star Kombucha products packaging.

- Demonstrates modern and dynamic, yet attainable the fresh feeling

- Contains diverse product images of Star Kombucha canned fermented beverages.

- Use the Star Kombucha logo.

- Concepts must be able to work for point-of-purchase materials, both print and digital advertising.

Creative strategy: Implementation and evaluation

Print advertising

Advertising appeal: Both rational appeal and emotional appeal are used in print ad Ad for Star Kombucha uses rational appeal by providing information about ingredients of product Emotional appeal relates to customer’s social and psychological needs Self-love and beauty needs are the emotional motives of target customers for their purchase decision The ad is targeted at women and designed to educate them how Kombucha can help them look better in - and - out

Advertising execution: Rational appeal combines with straight-sell execution to present information and benefits about Star Kombucha A picture of product occupies part of the ad, and the factual copy takes up the rest of the space

 Headlines: Indirect headline is used to attract reader’s attention and interest, Provoking curiosity and lure readers into body copy to get an explanation

“Không chỉ là trà, là Kombucha”

 Subhead: highlight the major point of the message

“Nuôi dưỡng sức khỏe và sắc đẹp mỗi ngày”

 Body copy: straight-sell copy presents relevant information with type of rational appeal.

“Trà lên men- men SCOBY- trái cây- thảo mộc”

 Visual elements: The focus of the visual is Star Kombucha product visual image to promote product identity Pink and orange are the main colors of the ad Painted illustrations of tea leaves, fruits, are used and work in a healthy and energetic concept to produce an effective message Logo should be included

 Layout: Main visual- Star Kombucha can is in the center of the ad.Followed by big headline on the top of the main visual, subhead smaller than headline at under Body copy is separated into 4 parts and put at 2 sides of the main visual Small logo of Kombucha is on the top left.

Online advertising

Advertising appeal: Rational appeal - Provide the clearest information about the product Emotional appeal - Stimulate consumers to care about the health of themselves and their families

Advertising execution: Rational appeal combines with straight-sell provide the best information and benefits of Star Kombucha A realistic photo of Star Kombucha and our slogan will be presented with variable colors that stimulate viewers.

- Size: Medium rectangle banner (300*250) - is able enough to show all the information as well as the most appropriate image for the audience

- Place: The placement of this ad will be at the top of the page, in the right corner

- where it can attract a lot of attention from the target audience.

- Ads: The advertisement will show full information: the logo of Star Kombucha, each sample of Kombucha tea with different flavors and Slogan " Kombucha trà cho sức khỏe" The main colors will be vivid colors suitable for each taste

0 0 of Kombucha The appearance of lively ads on social media will help Kombucha get the attention of many people.

Advertising appeal: Online videos will focus on the rational appeal to make awareness of target audiences about Star Kombucha’s special ingredients and functions.

Advertising execution: rational appeal and straight-sell will be combined continuously

 Size: 16:9 - reasonable size to show ads in high quality (1920-1080px)

 Use of video: interactive ads - that take over the full screen and preempt or pause the video content and allow a variety of interactions, like clicking for more information, signing up for a newsletter, or locating a store.

 Audio elements: no audio, length: short form - 11s spots

 Content: The video will revolve around the flavors of Star Kombucha Using bright and vivid colors that match the color of the product cans combined with video editing technologies will make the short promotional video stand out more.

Media planning, strategy and tactic

Press releases

Harper's Bazaar 95% 200K people 6 times /3 months

 Classification: Harper's Bazaar Vietnam is a monthly women's fashion consumer magazine, a member of Harper's Bazaar worldwide, one of the world's leading fashion magazines Harper's Bazaar Vietnam magazine is read by more than 150,000 successful, stylish, high-income women who always consider the magazine as a guideline for their modern lifestyle Therefore, this is a consumer magazine in line with the brand image orientation and target audience of the Star Kombucha company.

 Positions: Lifestyle categories of Harper's Bazaar magazine.

 Magazine features: Use the full page to place advertisements with half of the product's images, the other half is the content of information and benefits about the product This is a perfect choice because it has been promoted to specific target audiences who are interested in beauty, and has been true to the benefits that the product brings to customers, narrows the customer base and saves costs for Star Kombucha businesses.

- Contact the advertising department of Harper's Bazaar magazine: contact.bazaar@sunflowermedia.vn

- Submit images and content of articles to promote in the Lifestyle categories

- Release time: April 25, 2022, May 30, 2022, June 27, 2022.

 Types of newspapers: Kenh14 is one of the most influential online daily newspapers on social platforms The age of readers with 18-44 years old accounts for more than 70% of the total readers of the newspaper, readers living in Ho Chi Minh City and Hanoi accounted for 69% In which, Beauty and Fashion section has more than 20 million readers per month Moreover, the majority of kenh14's readers are teenagers and office workers, thus stimulating and imprinting on the target audience's mind about Star Kombucha.

 Types of newspaper advertising: Because Star Kombucha is a new product entering the market, choose the form is to book advertising articles in the Beauty and Fashion categories will reach the most customers Especially Kenh14 is an online newspaper that can create unique contents that can influence many people, audiences read and learn the information through it.

- Contact the advertising department of Kenh14 newspaper: giatrixahoi@admicro.vn

- Submit article content and product images to promote in the Beauty and Fashion categories.

Traditional support media

The option of using tote bags in advertising campaigns to increase business awareness will be applied Tote bags have high durability, low cost and easy printing features Promotional tote bags are often used as product packaging or gifts to give customers and partners on special occasions Thereby, it will create better sympathy in the hearts of customers and effectively spread the brand Because of that, STAR KOMBUCHA can increase its recognition for customers and communicate marketing messages to all potential customers Thereby making a strong impression on customers and spreading the company's brand more effectively When buying a combo of 6 cans of Star Kombucha with a capacity of 240 ml for 210,000 VND, you will get a free tote bag.

Poster is an effective and inexpensive communication tool aimed at specific audiences and customers When placed in the right place STAR KOMBUCHA can use posters placed in supermarkets, convenience stores (AEON Mall, Co.op Mart,Vinmart, Annam Gourmet Bach Hoa Xanh, Circle K, 7-Eleven) through the displayed content, conveying the full meaningful message of STAR KOMBUCHA to the customers Eye-catching posters that can attract viewers will make customers buy or use the products and increase brand awareness.

Non-traditional support media

Star Kombucha's target audience is females aged 18 to 44 Women have a lot of worries at this point in their lives They have to perform well as a woman and wife in addition to going to work, and it appears that they do not have time to take care of

0 0 themselves Postpartum issues can affect women in a variety of ways, each with its own set of symptoms and intensity Some typical issues, such as stretch marks, weight gain, hair loss, and so on, cause worry Nhat Trung's 1990 film is about a group of close friends made up of three females in their thirties who are dealing with issues including marriage, work, love, and beauty The appearance of the Star Kombucha brand in the 1990 film has a significant value for women, since it can assist them overcome some of life's problems Star Kombucha's use of product placement in the

1990 film, Star Kombucha, seeks to express to women who need to know how to take better care of themselves and love themselves more so that they can do a good job as a woman.

Data from SocialHeat - a Social Listening and Market Intelligence system (collecting and analyzing information in real-time, automatically, and with coverage covering more than 90% of news and discussion sources on the internet) society - show that reality shows and game shows are currently popular among Gen Y and Gen

Z The rating of reality programs and game shows in 2020 ranged from 1.5 to 3.3%. Sponsorship of reality TV shows by Star Kombucha has the potential to have

0 0 substantial spillover effects and attract the attention of target consumers As a result, for the first six months of 2022, Star Kombucha will sponsor one program aimed at the same audience as Star Kombucha:

- The Next Face Vietnam : The Next Face of Vietnam is a competition to identify influential model faces on social networking platforms in the 4.0 era.Not only do you need to have the dazzling look and abilities of a professional model, but you also need to be able to make an impression on digital and social media platforms This is an intriguing playground for Gen Z young people who have a huge interest in models.

Influencer marketing

 Influencers roles: convey the message with the quantity and time given by brief

Post: 1/day, Story: 5- 7/day, Reel: 2/week

 Body copy: straight-sell copy presents relevant information with type of rational appeal.

“Trà lên men- men SCOBY- trái cây- thảo mộc”

 Visual elements: The focus of the visual is Star Kombucha product visual image to promote product identity Pink and orange are the main colors of the ad Painted illustrations of tea leaves, fruits, are used and work in a healthy and energetic concept to produce an effective message Logo should be included

 Layout: Main visual Star Kombucha can is in the center of the ad

 Layout: Main visual- Star Kombucha can is in the center of the ad Followed by big headline on the top of the main visual, subhead smaller than headline at under Body copy is separated into 4 parts and put at 2 sides of the main visual Small logo of Kombucha is on the top left.