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ng hi MINISTRY OF EDUCATION AND TRAINING ep UNIVERSITY OF ECONOMICS HOCHIMINH CITY w n lo ad ju y th yi pl n ua al TỐNG THỊ MỸ HẰNG va n COMMUNICATION STRATEGY FOR ll fu oi m NUMBER STRAWBERRY ENERGY DRINK at nh z z vb MASTER’S THESIS k jm ht om Ology code: 60.34.05 l.c Business Administration gm In n a Lu n y te re Dr NGUYỄN THỊ MAI TRANG va Supervisor ac th Ho Chi Minh City 2010 i ng hi ep Acknowledgement w Firstly, I would like to express my heartfelt gratitude to my tutor, Dr Nguyen Thi n lo Mai Trang for all her guidance, valuable advices, comments and suggestions when I ad was conducting the survey and writing my dissertation Thank you for sparing time y th to review my report even though it was a tight schedule for you and me ju yi I am sincerely grateful to all the survey respondents and interviewees who have take pl ua al precious time off to allow me to conduct the study and gain insights into consumer perception and response n va n I would also like to express my deepest appreciation to all my friends and family for fu ll their unwavering support and faith in me oi m Lastly, I would like to thank everyone else who has helped me in one way or at nh another in making this project possible z z Thank you so much jm ht vb k Ho Chi Minh City, Oct 25th, 2010 om l.c gm n a Lu Tong Thi My Hang n va y te re ac th i ng TABLE OF CONTENT hi ep Acknowledgement i LIST OF FIGURES vi w LIST OF TABLES vii n lo LIST OF GRAPHS viii ad CHAPTER INTRODUCTION y th 1.1 ju Problem statement yi 1.2 Rationale of the project Project objectives 1.4 Methodology pl 1.3 ua al Qualitative method 1.4.2 Quantitative method 1.4.3 Data source n 1.4.1 n va ll fu Scope and limitation 1.6 Structure of the project oi m 1.5 nh at CHAPTER LITERATURE REVIEW The role of Marketing Communications 2.2 Developing Effective Communications z 2.1 z vb Identify the Target Audience 2.2.2 Determine the Communication Objectives k jm ht 2.2.1 Category Need 2.2.2.2 Brand Awareness 2.2.2.3 Brand Attitude 2.2.2.4 Brand Purchase Intention om l.c a Lu 2.2.3 gm 2.2.2.1 Design the Communications 10 n Message strategy .10 2.2.3.2 Creative strategy .10 2.2.3.3 Message source .10 Non-personal communications channels 11 ii ac 2.2.4.2 th Personal communications channels 11 y 2.2.4.1 te re Select the Communications Channels 11 n 2.2.4 va 2.2.3.1 ng 2.2.5 Establishing the Total Marketing Communication Budget 12 hi ep w n lo 2.2.5.1 Affordable method 12 2.2.5.2 Percentage-of-sales method 13 2.2.5.3 Competitive-parity method .13 2.2.5.4 Objective-and-task method .13 ad 2.2.6 Deciding on the Marketing Communications Mix 13 y th Advertising .13 2.2.6.2 Sales promotion 14 2.2.6.1 ju yi Public relations and publicity 14 pl 2.2.6.3 Events and experiences .15 2.2.6.5 Direct mail 15 2.2.6.6 Personal selling .15 n ua al 2.2.6.4 n va Measuring communication results 16 2.2.8 Manage integrated marketing communications .16 ll m Advertising media trend 16 oi 2.3 fu 2.2.7 nh Television advertising 17 2.3.2 Print advertising 18 2.3.3 Radio advertising 19 2.3.4 Online advertising .19 2.3.5 Others advertising 22 at 2.3.1 z z k jm ht vb 3.1 gm CHAPTER CURRENT SITUATION .24 Overall about Number Strawberry 24 Background of energy drink 24 3.1.2 Number Strawberry 25 om l.c 3.1.1 Product structure .25 3.1.2.2 Packaging focus 25 n a Lu 3.1.2.1 va Number Strawberry’s SWOT analysis 26 3.1.4 Number Strawberry communication 27 n 3.1.3 iii ac Sample description 28 th 3.2.1.1 Focus group 28 y 3.2.1 Research result analysis 28 te re 3.2 ng hi ep 3.2.1.2 Energy Drink Consumption 28 3.2.1.3 Energy Drink Awareness 29 3.2.1.4 Insight .29 w 3.2.2 Questionnaire 30 n lo 3.2.2.1 Sample description 30 Energy Drink consumption .31 y th ad 3.2.2.2 Energy Drink Awareness 34 3.2.2.4 Media Consumption 34 3.2.2.3 ju yi pl CHAPTER 360 DEGREE COMMUNICATION PLAN .38 Objectives 38 ua al 4.1 Business objective .38 4.1.2 Marketing objective 38 4.1.3 Communication tasks and objectives 39 n 4.1.1 n va fu Market & Environment .40 4.3 Consumer & Target Groups 42 ll 4.2 oi m nh Consumer Profile 42 4.3.2 Target group 43 4.3.3 Consumer’s shopping habit 44 4.3.4 Consumer’s Media Consumption 45 at 4.3.1 z z ht vb Communication channel selection .46 4.5 Creative idea .47 4.6 Channel planning 48 k jm 4.4 gm Television approach 49 4.6.2 Print approach .49 4.6.3 Digital approach 50 om l.c 4.6.1 a Lu Budget setting 52 4.8 Implementation 53 4.9 Tracking & Evaluation 53 n 4.7 n va ac iv th APPENDIX 1: METHODOLOGY .60 y REFERENCE 57 te re Conclusion 54 ng Data source: 60 hi ep Qualitative research .61 Quantitative research 62 w Limitations of Research Methodology 63 n lo APPENDIX 2: GUIDELINE FOR FOCUS GROUP 65 ad APPENDIX 3: QUESTIONNAIRE FOR SURVEY 67 y th APPENDIX 4: SOME PICTURES OF FOCUS GROUPS 72 ju yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re ac th v ng hi ep LIST OF FIGURES w Figure 2.1 Integrating Marketing Communications to Build Brand Equity n Figure 2.2 Steps in Developing Effective Communications lo ad Figure 3.1 Structure of energy drink of Tan Hiep Phat Group .25 y th Figure 3.2 Number Strawberry’s Pack Type .25 ju Figure 3.3 Number Strawberry’s Television Commercial (TVC) .27 yi Figure 4.1 The process of developing 360 degree communication plan 38 pl ua al Figure 4.2 Communication tasks 39 Figure 4.3 Number Strawberry’s key competitors 41 n va Figure 4.4 Target Group 44 n Figure 4.5 Communication plan 46 fu ll Figure 4.6 Communication idea 47 oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re ac th vi ng hi ep LIST OF TABLES w Table 2.1 Number of title by genre 18 n Table 2.2 Top websites in Vietnam .21 lo ad Table 3.1 Reason influencing the consumption of energy drink 32 y th Table 3.2 Criteria for choosing/buying soft or energy drink 33 ju Table 4.1 Profile of heavy energy drink 42 yi Table 4.2 Profile of light energy drink 43 pl ua al Table 4.3 Media Consumption 45 Table 4.4 Campaign flow strategy .48 n n va Table 4.5 Digital plan 51 ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re ac th vii ng hi ep LIST OF GRAPHS w Graph 1.1 Category Spends by year n Graph 1.2 Share of Spending by brand in energy and soft drink lo ad Graph 2.1 Total industry spend by medium 17 y th Graph 2.2 Last listened to radio by city .19 ju Graph 2.3 Total number of dot.vn domain names in Vietnam (‘000) 20 yi Graph 3.1 Age groups of respondents 30 pl ua al Graph 3.2 Profile – Education of respondents .31 Graph 3.3 Drinking energy drink 31 n va Graph 3.4 How often you buy/drink energy drink 32 n Graph 3.5 Brand of Energy Drink awareness 34 fu ll Graph 3.6 Advertising elements help in making purchase decision .35 m oi Graph 3.7 Media Consumption .36 at nh Graph 4.1 Media spend by brand 40 Graph 4.2 Magazine index 49 z z k jm ht vb om l.c gm n a Lu n va y te re ac th viii ng hi ep CHAPTER INTRODUCTION w 1.1 Rationale of the project n lo ad Nowadays, Vietnam has become a very attractive market for both international and y th domestic players Demand for soft drinks or energy drink in Vietnam is very high ju and the current production still cannot satisfy demand It is expected that in next yi pl period, the market of soft drink or energy drink in Vietnam will continue to Graph 1.1 Category Spends by year n ua al maintain its strong growth n va ll fu oi m at nh z z k jm ht vb om l.c gm Source: Kantar Vietnam (TNS) a Lu n According to the above graph, the energy and soft drink grew year by year, ac communication strategies in order to make them stand out from competitors The th share Both old and new brands need a lot of marketing supports as well as y competitive in terms of the number of players entering or competing for market te re 2009) In this year, the market beverage industry growth in Vietnam became more n va especially in 2009 The growth is 94% (from $ 8,218,000 in 2008 to $ 15,926,000 in ng − Johnston C et al (2007), Red Bull Energy Drink – Integrated Marketing hi ep Communication Plan, http://www.scribd.com/doc/2444837/Integrated- Marketing-Communications-Plan-for-Red-Bull-Energy-Drink w − Slideshare n (2009), Red Bull, It Gives You Wiings, lo http://www.slideshare.net/neha17tyagi/redbull-energy-drink# ad y th − Chibber N (2006), Is there a market for energy drink in India, Business ju Standard, http://www.rediff.com/money/2006/may/24drink.htm − The yi Student Room, SWOT analysis on Red Bull, pl al http://www.thestudentroom.co.uk/showthread.php?t=986602 n ua − Yaqoob M., Redbull Marketing Strategy, The Red Carpet Broadcast, n va http://www.trcb.com/business/marketing/redbull-marketing-strategy- Marketing Strategy m S., ll − Drawert fu 7375.htm of Red Bull, oi http://www.drawert.com/red_bull_2.php nh at − FactExpert, Adding Energy to Beverage Industry: A New Drink, z http://energydrinks.factexpert.com/882-energy-drink-industry.php Research Centre, Developing a ht Strategy, http://www.idrc.ca/uploads/user- k S/11606746331Sheet01_CommStrategy.pdf jm Communications Development vb International z − The http://www.slideshare.net/ves_quan/chap01-an- om l.c Communications, gm − McGraw-Hill Companies (2004), An Introduction to Integrated Marketing introduction-to-integrated-marketing-communications-presentation Integrated marketing communications, y elements, http://www.youtube.com/watch?v=_TWnGGIELBA te re − Powell I., Integrated Marketing Communication: Control of the various n va http://en.wikipedia.org/wiki/Integrated_marketing_communications n − Wikipedia, a Lu − Li H., Advertising Media Planning: A Primer, Michigan State University ac th 58 ng − Powell I., Integrated Marketing Communication: What is IMC? (Integrated hi ep Marketing Communication), http://www.youtube.com/watch?v=7QdiSAoLaJM w − Google n Business, Search advertising and Google AdWords, lo http://www.youtube.com/watch?v=flnbGU9SGzg&playnext=1&list=PL6452 ad y th 946170B37988 − Blacksheepa, ju How to Create a Media Plan, yi http://www.youtube.com/watch?v=8OAv0nZ8IzU pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re ac th 59 ng hi ep APPENDIX 1: METHODOLOGY w This part describes in details about the research method, how to collect primary and n lo secondary data, how to conduct the qualitative and quantitative research It also ad describes about the sampling method and questionnaire design for the qualitative y th and quantitative purpose ju yi Data source: pl al ua Gordon (1995) pointed out marketing research routinely utilizes many types of data n and information The single most prevalent type is data and other pieces of va n information that were first collected for another purpose When such data are used fu ll in a particular marketing research project, this use is then the second use and the m oi data are correspondingly referred to as secondary data The title does not signify at nh secondary importance, minor value, or inferior quality These data are collected and analyzed first, before primary data, in most marketing research projects z z vb The secondary data in this project was collected from: jm ht − Some reports of Kantar Vietnam (the new brand name of TNS Media): k including media spending (television, print, radio) as well as media habit of gm all target audience in Vietnam om l.c − Magazine, journals, articles: including overall information of industry, market share and market volume as well as communication trend nowadays a Lu − Internet: including some other past researches that can be referred to make the n project strongly persuasive y ac th − Wikipedia: some definitions concerning research, or communication te re innovative ideas in communication of famous brands n va − Youtube: including some video clip about communication strategy or some 60 ng The primary data was processed from the results of qualitative research, i.e the hi ep focus groups discussion among target consumers, together with the raw data of quantitative research which was a survey with a sample size of 150 respondents in w Ho Chi Minh city n lo ad Qualitative research y th ju Qualitative research involves collecting, analyzing and interpreting data by yi observing what people and say Ghuri & Gronhaug (2005) stated that Qualitative pl al research especially relevant when prior insights about subject of study are modest, n ua implying that qualitative research tends to be more exploratory and flexible with an n va emphasis on understanding ll fu The most common ways to conduct qualitative research are focus group discussion, oi m in-depth interview, and ethnography (or ethnographic observation) After reviewing past research and evaluating the benefits and disadvantages of various research nh at methods available, for the purpose of project, in this research, the focus group was z used z vb According to Wikipedia, a focus group is a form of qualitative research in which a ht jm group of people are asked about their perceptions, opinions, beliefs and attitudes k towards a product, service, concept, advertisement, idea, or packaging Questions gm are asked in an interactive group setting where participants are free to talk with om l.c other group members The aim of the qualitative research for this particular project was to provide a a Lu greater understanding of what needs to be studied and understood in the areas of n research examines the attitudes, feelings and motivations of a product user It is y ac th research (Proctor 2005, 222) The focus group in this project was designed as te re characterized by small sample and it can improve the efficiency of quantitative n va consumer behavior and the effects of promotion and communication Qualitative following: 61 ng − Target demographic: hi ep o People aged from 15 to 20 o The respondents chosen to participate are Number Strawberry’s w target consumers n lo − Sample: ad 14 pupils and students from 15-20 years in Ho Chi Minh city o They are young, dynamic, and often drinker of soft drink or energy ju y th o yi drink with their friends pl o al They are extrovert who love music and fashion n The focus group was scheduled within August 2010 The discussion was designed to understand how consumers perceive ll o fu − Research objective: n va o ua − Timing: m oi soft and energy drink in general and Number Strawberry brand in z z The interview was conducted in half a day Occasionally a little “chit vb o at − Method: nh particular k jm ht chat” was included to create a friendly environment gm Quantitative research l.c Following Ghuri & Gronhaug (2005), quantitative research employs numerical and om standardized data in the collection of results and analysis is conducted through the a Lu use of statistics and diagrams n Quantitative research is used to measure how many people feel, think or act in a 62 ac in this project was designed as following: th incorporating mainly closed questions - questions with set responses The interview y customer behavior in a market Structured questionnaires are usually used te re awareness and attitudes to different manufacturers and to understand overall n va particular way Quantitative research can also be used to measure consumers’ ng − Target demographic hi People aged from 15 to over 30 ep o − Sample w 150 respondents in Ho Chi Minh city o They are male or female They are often drinker of soft drink or n o lo ad y th energy drink ju − Timing Within August 2010 yi o pl o ua al − Research objective: The questionnaire was designed: To measure brand awareness of Number Strawberry amongst other n o n va soft and energy drink brands fu To try to determine levels of consumer desires and usage of soft and ll energy drink products m To try to evaluate effectiveness of the communication plan as well as oi o z The questionnaire process was done via survey online, electronic vb o z − Survey method at nh media channel k jm ht mails, and through face-to-face conversation gm Limitations of Research Methodology l.c Due to time and resource constraint, the small size of the sample used in both the om questionnaire and focus group discussion limited the accuracy of the results a Lu Moreover, the target respondents for both questionnaire and focus group live in Ho n Chi Minh city only due to resource and time consideration This limited the n va applicability of the research data on general consumers as a whole 63 ac interactive (digital advertising, out of home advertising, etc.) th conducted based on only mass media tools like television, print, radio and y personal selling, and sales promotion Due to time constrain, the project was te re As described above, the marketing communication tools are advertising, publicity, ng Besides, there were also limited availability and access to corporate information due hi ep to trade secrets and business confidentiality Therefore, there is a need for more investigation and analysis in order to have a w n more complete picture about communication strategy for energy drink lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re ac th 64 ng hi ep APPENDIX 2: GUIDELINE FOR FOCUS w GROUP n lo ad Good afternoon, I am Tong Thi My Hang y th Today I would like to invite you to take part in focus group to discuss about soft and ju energy drink All of your answers/ideas are valuable for this research study Thank yi pl you very much for taking the time to meet with me al n ua Q.1 Do you drink energy drink? n va (Yes move to question 4) ll fu at nh Q.2 If not, why don’t you drink? oi m z z ht vb k jm Q.3 What is your favorite beverage? gm om l.c Q.4 When the last occasion you drank energy drink and what were you doing at n a Lu that time? ac 65 th y Q.5 When you usually drink energy drink? te re n va ng hi ep Q.6 Where you take energy drink? w n lo ad Q.7 Why you choose energy drink? y th ju (Mental stimulation, Physical stimulation, Or purely for the enjoyment of taste?) yi pl al n ua n va Q.8 Which energy drink brand you choose? oi m kiwi, Samurai, Red Bull) ll fu (Number Regular, Number strawberry, Sting regular, Sting strawberry, Sting at nh z z ht vb Q.9 What is your hobby? k jm Q.10 What is your motivation at this time? l.c gm om a Lu n y te re n va Q.11 What you think about “dare to think - dare to do” ac th 66 ng hi APPENDIX 3: QUESTIONNAIRE FOR SURVEY ep Do you drink energy drink? w Yes n lo ad No ju y th (If No, continue to the Question number7) yi How often you drink/buy energy drink? pl 1-3 times a week al n ua 4-6 times a week Rarely (fortnightly) n va More than times a week ll fu m oi Do the following reasons influence your consumption of energy nh drink? at = strongly agree z z k jm ht vb om l.c gm n a Lu y least preferred and being most preferred te re Rank the following soft or energy drink from to 5, with being n va It provides enjoyment It satisfies my basic thirst and is filling It gives me vitality and energy It relaxes me mentally I drink the same soft or energy drink as most of my friends = strongly disagree ac th 67 ng hi ep w n lo = most preferred ad Coca-Cola Pepsi Number tea Dr Thanh tea Sting Sting strawberry Number energy drink Number strawberry Samurai Aquafina La vie = least preferred ju y th yi pl n ua al n va ll fu Please give your criteria for choosing to buy soft or energy drink m These criteria are rated from to (1 is completely not important oi and is the most important to you) at nh z = most important z om l.c gm a Lu ac th y te re n va n k jm ht vb Flavor & Taste Easy to buy Good choice for many people Reasonable price Impressive advertising Good quality Having promotion Foreign brands Nice packaging Brand value/brand name Brand ambassador Good manufacturer Many pack types = not important 68 ng When you are purchasing soft or energy drink which of the hi ep following helps you make a purchase decision? Ads on television w Ads on the radio n lo Ads in newspaper ad y th Ads in magazine ju Recommendations from a friend/family member yi Poster on transport/street/store pl ua al Ads on internet n Search engines n va Comments on blogs/chat room/forums oi m None of above ll fu In-store display/position on shelf nh at Please indicate how often you see, hear or each of the following z activities z k jm ht vb om l.c gm n a Lu n va y te re ac th 69 ng hi ep w n lo ad ju y th Once a month on average Once a week on average Very often/most days yi pl n ua al n va oi at nh m ll fu z z k jm ht vb om l.c gm a Lu n n va y te re ac th Watch television Listen to the radio Read a newspaper Read a magazine See a poster See a billboard See a large TV screen in a public place Go to the cinema Go to a live music concert Go to a live sport events Use the internet for email Use the internet for information (news, research, etc.) Use the internet to communicate with others (e.g instant messaging, Skype, Yahoo chat, etc.) Use the internet for social networks Use the internet for entertainment (watching TV, gaming, etc.) Use an online search engine Mobile phone for calls Mobile phone for the internet Mobile phone for text messages Not very often (about once every Never six months) 70 ng Now I would like to know a little more about you hi ep Are you? Male w n Female lo ad y th How old are you? ju 15 – 18 years old yi 19-20 years old pl ua al 21-22 years old n 23-25 years old ll fu Over 30 years old n va 26-30 years old at nh Pupil - high school oi m 10 And your education? z Student – freshman or sophomore z ht vb Student – junior or senior k jm Grad student gm om create a research study l.c Thank you for your participation The collected information will be used to n a Lu n va y te re ac th 71 ng hi ep APPENDIX 4: SOME PICTURES OF FOCUS w GROUPS n lo ad ju y th yi pl n ua al n va fu ll Bao Tran & Hien Tran – 15 years of age Trinh – 15 years of age & Ngoc – 18 m oi years of age at nh z z k jm ht vb om l.c gm a Lu Phu – 19 years of age Phat – 18 years of age n n va y te re ac th 72
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