Group Project Pann Smart Lunch Box Course MKT304 (Integrated Marketing Communications) Lecturer Nguyen Thi Thu Hien Group 4 Table of Content I Introduction 1 1 Smart lunch box (Pann) 2 II Target custo[.]
Group Project Pann - Smart Lunch Box Course MKT304 (Integrated Marketing Communications) Lecturer Nguyen Thi Thu Hien Group Table of Content I Introduction 1.1 Smart lunch box (Pann) II Target customers III Campaign Objectives 3.1 Communication objectives 3.2 Sale Objectives IV External analysis 4.1 Customer analysis 4.2 Competitive analysis 4.3 Environment analysis 11 V IMC strategies 13 VI Implementing IMC plan 14 VII Evaluate the IMC plan, and predict risks 15 VIII Appendix 16 I Introduction: 1.1 Smart lunch box (Pann): Smart lunch box (Pann) Brand: VnPan Origin: Da Nang Capacity: 1000ml Product size: 21.5 x 12 x 12" Weight：0.65 (kg) Color: White/Gray/Blue/Red Quality: Stainless steel 304 Battery：2 CR2032 Batteries Warranty period: months Function: + Can keep the temperature for hours + Can be heated at will + Up to storage compartments can set the time and remind you every time it's time to eat + Hygiene safe Price: 1,000,000 VND - Meal reminder: The innovative reminder system including bells and LED lights will help you eat enough for each day - High-Quality Material: Made of high-quality stainless steel Pann can be used for hot and cold water and still retains the pure taste of water, rice, and food to ensure consumers' health - Stylish design: Compact design with layers and 1000ml1000ml capacity with modern design on white/gray/blue/red tones Pann is also considered an accessory when you go out - Environmental protection: Pann smart lunch box can be used many times, helping to reduce disposable plastic and foam boxes This is an excellent choice for those who love the environment II Target customers - Our target customers: are 16 years old and up (office workers, workers, and students) Daily life is not safe in terms of food hygiene; many people not have time to buy boxed lunches and Order rice outside for fear of food insecurity, many people cook and take away by themselves because to save their lunch costs, ensure health and convenience for users - Our competitor: is Bear company, they have created the same product as us, but the design is different, the function also retains heat and can be heated, the price is about the same, but many customers have said the product they create is not the same as advertised, which are poor quality products, it also retains heat worse than ours, because we always listen to customers' opinions and have a customer care switchboard, so we to listen to the opinions of customers and take those opinions to create the best product because we always put customers and quality first III Campaign Objectives 3.1 Communication objectives - Attention: To attract the attention of consumers in the target market, Pann is also aiming to increase brand awareness When encountering an image of a Pann electric lunch box, users will see a large photo with an eye-catching lunch box and food to attract their attention When winter comes, Pann will appear with a bowl of steamed rice and hot soup, looking very warm and soothing your cold heart, attracting more people who want to discover more about what Pann electric lunchboxes can The picture is in harmony with colors, making it easy to attract users to click to view the product - Interest: Pann leveraged social media to attract many customers and partnered with influencers to encourage their customers to be more interested in Pann Understanding that the target market and its customers are young and middle-aged who often use social networks, Pann has been active online to communicate and increase reach its target audience - Desire: To stimulate customers' desire to own the product, Pann has promoted promotional activities about the product, such as when making purchases and being given discount vouchers Pann offers discount vouchers and free shipping in the inner city, making customers think, "I like it" to "I want it." - Action: VnPan's two calls on the media homepage (1) try using Pann to cook great food like at home, but you're not at home (2) join Pann's rewards program to get free items when you shop 3.2 Sale Objectives IV External analysis 4.1 Customer analysis - Demographic: ● Age: 16 and older ● Gender: Male and Female ● Social class/income: have an average and moderate-income ● Geograp: concentrated in cities such as Ho Chi Minh and Hanoi ● Life-cycle stage: Single people, young people, young married couples, couples, ● Geographic: Region: Ho Chi Minh City, Hanoi, Da Nang, ● Density: Urban, supermarkets/Shopping malls, retail stores, e-commerce platforms - Psychographic: ● Social Status: Middle and Upper-class markets ● Lifestyle: They are people who like thrift, take care of their health, and care about their health ● Personality Traits: thrifty, convenient, dynamic, optimistic, positive ● Value: Raising awareness of protecting their health against food hygiene and safety issues, prioritizing convenience, protecting the environment, and minimizing plastic waste in the environment ● Geographic: The "Need-proof" buyers are customers who need popular product receipts and smart lunch boxes ● The "Price Conscious" buyers are customers looking for the most stable price possible ● The "Smart" buyer is a meticulous researcher who wants to know the product well ● the "Loyal" buyers are customers who have already purchased the product and continue to look to Pann 4.2 Competitive analysis Factor Competitor Competitor Yoice Introduction Bear It is a high-tech company based Is a brand of smart home in China that has mainly appliances and electrical developed and manufactured appliances established in small and infant kitchen 2006, headquartered in appliances for more than 11 Shunde, Guangdong province, years Major markets include China Over 14 years of North America 40.00%, South development and operation Asia 40.00%, and East Asia With continuous efforts with 20.00%.(Source: Alibaba.com.) 2000 employees and 100 technicians at various facilities worldwide.(Source: Giới Thiệu (2021) Bear Việt Nam) - Strengths Specializes in manufacturing - Bear is proud to be in the Top best baby milk warmers, medium sterilizers, kettles, Chinese domestic home appliance brands and lunch boxes with an annual output of over voted by users 10 million units - Bear has manufactured and distributed more than 20 million household appliance products to the market 7 - Using three-dimensional - - Using three-dimensional microbic microbic technology, steam technology, steam food and cook it food and cook it quickly quickly Exquisite, beautiful design - Delicate, beautiful design, diverse products - Weaknesses Yoice's strengths are generally - Large capacity, for office workers, still products for mothers and babies Yoice has there is usually a need for less only focused on developing lunch boxes in recent capacity because the larger the years, and it is quite new and little-known in capacity, the more food you take Vietnam - - With the Bear lunchbox, the heat Yoice lunch box with 3-spoke retention is up to hours Some sales wire when buying needs to buy an additional addresses advertise a 6- to 8-hour switch socket product heat retention However, in - The power cord is quite short reality, the products they sell are of poor quality There are many fakes on the market, and bear is difficult to control, so look for reputable places to choose to buy genuine products Price - 400.000 VND – 600.000 VND 400,000 VND – 1.000.000 VND SWOT of Pann - Modern and advanced machinery and equipment - Well-trained staff - Using three-dimensional microbic technology, steam food, cook it quickly, and retain heat for up to hours - Delicate, beautiful design, with sturdy handles that are easy to carry out and various products Strengths - Durable and quality premium materials ensure safety for your health - The power cord is long and does not require a switch socket - VnPan company was established in 2020 and is still in construction and development There is only one factory in Da Nang Weaknesses - VnPan's main product is Pann smart lunch box The next time will launch various other products, not only Pann - Little is known in other countries because it was only recently established - Pann is proud to be the only smart lunchbox with the function of setting the time and reminding you every time it is time for dinner - The coronavirus epidemic has made people more concerned about their health and gradually switched to Opportunities using lunch boxes - Environmental safety protection is a thorny issue today, so Pann launched to solve the problem of plastic waste such as plastic containers, plastic spoons, and plastic bags 10 Threats - Strong competitor companies like Yoice and Bear 4.3 Environment analysis - Economy: Despite the devastating impacts of COVID-19, Vietnam's economy still has many prospects for development After long social distancing, Vietnam's economic situation has recovered significantly Inflation will remain low, and the dong will continue to appreciate slightly against the US dollar This forecast assumes that China's border closures will ease, allowing for more normal trade flows than in 2021 Vietnam relies heavily on input materials from China and other countries But with China enduring prolonged lockdowns with minimal movement at its ports, such as in Shanghai, it has become even more difficult to source inputs Therefore, product development in Vietnam has more opportunities than ever Pann may have a domestic location - Social Factor: VnPan still has to adjust its products constantly to suit customers' needs because rapidly changing consumer preferences can substantially impact businesses that stand still and refuse to change Because the Coronavirus epidemic affects everyone's health somewhat, VnPan has integrated the time mode into Pann; it can help Pann remind people when it's time to eat - Technological: Nowadays, technology is highly developed, so VnPan always uses the most advanced technologies in its products Pann smart lunch box uses 11 three-dimensional micro basic technology, steaming food, cooking quickly, and retaining heat for up to hours Sewing hooks and equipment are modern and advanced, putting the safety of the staff first - Legal: VnPan puts the legal factor first VnPan will inevitably plagiarize products like Bear, so VnPan will impose a hefty fine for plagiarizing the company's products On all VnPan products, there will be anti-counterfeiting stamps and barcodes - Environmental: Pann smart lunch box is proud to be a product that protects the environment and reduces plastic waste, such as plastic containers, plastic spoons, and plastic bags Shell material: PP high-quality plastic shell, resistant to high temperatures, does not contain carcinogens to protect health Material of trays: SUS 304 standard stainless steel 12 V IMC strategies Advertising Public relations Direct marketing Personal selling Sales promotion (Online) Purpose Suitable for brand Help in creating Focus on building brand awareness Immediate purchase Help in building Help increase strong customer sales relationships Help convey Maintain a positive Increase people's information and impression on Help businesses attention to the advantages of the customers capture market product product to trend information customers from customer feedback Customer large audience reach large audience reaches limited audience limited audience large audience reach reach reach reach Inexpensive Expensive Expensive Less expensive Mail, SMS In store Shopee, Lazada Cost Expensive Chanel/tool Facebook, Youtube, Việt Nam Instagram 13 VI Implementing IMC plan January Advertising more ads with February March April moderate ads moderate ads May June more ads with moderate ads more impressions more in interactive impressions in programs interactive (channels) programs (channels) Personal selling continue by continue by continue by continue by continue by continue by constant no along constant no constant no constant no constant no constant no the year in the along the year along the year along the year along the year along the year shopping mall in the in the in the in the in the shopping shopping mall shopping mall shopping mall shopping mall mall direct marketing public relations Sales promotion click on the link click on the click on the and receive gift link and link and (vouchers) receive gift receive gift (vouchers) (vouchers) 5.000 VND/1 5,000 VND/1 5,000 VND/1 5,000 VND/1 5,000 VND/1 5,000 VND/1 Product Product Product Product Product Product to support poor to support to support poor to support to support to support poor children poor children children poor children poor children children Grand opening Bonus International Bonus Mother’s Day International promotion decoration Women's Day decoration stickers stickers Children's Day Bonus Bonus decoration Bonus decoration Bonus stickers decoration stickers decoration stickers stickers 14 VII Evaluate the IMC plan, and predict risks Advertising Personal selling Direct marketing Public Sales promotion relations Advantage Repeating many There is flexible Optimize your Increased times helps interaction marketing budget reliability Attract customers' attention consumers easily remember brands Help develop sales Target the right and products relationships Increase reach Increase sales and customer segment revenue Increase customer Increase customer loyalty loyalty to the brand Easy to have customer data Disadvantage Only one-way, Requires a high It is easy to make No direct Only effective in does not bring level of expertise customers feel control over the short term interaction and professional overwhelmed with viral content behavior information Don't abuse it too Success is Predict risks This method is difficult to expensive measure There is a chance Will be that the customer negative if the will get annoyed information is and skip the ads wrong much 15 VIII Appendix (Budget and timeline setting) January Advertising Cost for February March April May more ads with moderate ads moderate ads a few times more ads more with more ads impressions impressions in interactive in interactive programs programs (channels) (channels) June Total cost moderate ads 300.000 200.000 200.000 100.000 300.000 200.000 Cost 9.000.000 6.000.000 6.000.000 3.000.000 9.000.000 6.000.000 Personal continue by continue by continue by continue by continue by continue by selling constant no constant no constant no constant no constant no constant no day (VNĐ) along the year along the along the year along the year along the along the in the in the year in the year in the shopping mall shopping in the shopping mall shopping mall shopping mall Cost for year in the 39.000.000 shopping mall mall 300.000 300.000 300.000 300.000 300.000 300.000 Cost 9.000.000 9.000.000 9.000.000 9.000.000 9.000.000 9.000.000 Direct click on the click on the click on the marketing link and link and link and receive gift receive gift receive gift (vouchers (vouchers (vouchers 10%) 10%) 10%) 300.000 300.000 300.000 9.000.000 9.000.000 9.000.000 day (VNĐ) Cost for 54.000.000 day (VNĐ) Cost 27.000.000 16 public 5.000 VND/1 5,000 VND/1 5,000 VND/1 5,000 VND/1 5,000 VND/1 5,000 VND/1 relations Product Product Product Product Product Product to support to support to support to support to support to support poor children poor children poor children poor children poor children poor children Cost for > 300.000 > 300.000 > 200.000 > 300.000 > 200.000 > 300.000 Cost >9.000.000 >9.000.000 >6.000.000 >9.000.000 >6.000.000 >9.000.000 Sales Grand Bonus International Bonus Mother’s International promotion opening decoration Women's Day decoration Day Children's promotion stickers day (VNĐ) stickers >48.000.000 Day Bonus Bonus Bonus decoration decoration Bonus decoration stickers stickers decoration stickers stickers Voucher 20k Voucher 20k + Freeship Cost for > 400.000 > 50.000 > 300.000 > 50.000 > 300.000 > 300.000 > 9.000.000 > 1.500.000 > 9.000.000 > 9.000.000 day (VNĐ) Cost > 12.000.000 > 1.500.000 Total cost >48.000.000 >25.500.000 >39.000.000 >22.500.000 >42.000.000 >42.000.000 >33.000.000 >210.000.000 17 ... Evaluate the IMC plan, and predict risks 15 VIII Appendix 16 I Introduction: 1.1 Smart lunch box (Pann) : Smart lunch box (Pann) Brand: VnPan Origin: Da Nang Capacity: 1000ml Product size: 21.5 x 12... white/gray/blue/red tones Pann is also considered an accessory when you go out - Environmental protection: Pann smart lunch box can be used many times, helping to reduce disposable plastic and foam boxes This... target market, Pann is also aiming to increase brand awareness When encountering an image of a Pann electric lunch box, users will see a large photo with an eye-catching lunch box and food to