Executive summary
STAR KOMBUCHA is a nutritious fermented beverage made from 100% natural ingredients, including tea, SCOBY, fruits, and herbs Packed with probiotics, organic acids, antioxidants, vitamin B, polyphenols, and EGCG, it offers significant health benefits, particularly for gut health and the immune system Originating from Eastern regions approximately 2,000 years ago, Kombucha is famously referred to as the “Tea of Immortality.”
The Kombucha fermentation process lasts 30 days and requires fresh ingredients such as pure tea, SCOBY, pressed juice, and herbs Today, Kombucha has emerged as a popular daily beverage choice that nourishes the mind, body, and soul Enjoyed globally from the U.S to Canada, France, and Germany, Kombucha is celebrated for its health benefits and delightful taste Star Kombucha aims to share its craft with the world, promoting health improvements one gut at a time.
Star Kombucha encountered significant challenges in entering the Vietnamese market, as fermented tea remains an unfamiliar beverage for many consumers, leading to skepticism Additionally, the brand's communication efforts have not effectively enhanced its appeal among Vietnamese customers To address these issues, our article, "STAR KOMBUCHA INTEGRATED MARKETING," will propose targeted communication strategies aimed at engaging the desired audience.
The communication plan for the first six months of 2022 will begin with an in-depth analysis of the fermented tea market in Vietnam, focusing on Star Kombucha's target audience and a comprehensive SWOT analysis Next, we will define the strategic objectives, develop creative tactics, and outline communication strategies, sales promotions, and public relations efforts A detailed timeline and budget will be established to ensure effective execution Finally, we will implement measures to evaluate effectiveness and maintain control over the strategy's outcomes.
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
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on promoting the health benefits of its products, particularly their ability to enhance the immune system As consumers become more health-conscious, there is a growing demand for beverages that support overall wellness This plan aims to effectively communicate the unique advantages of Star Kombucha, positioning it as a go-to choice for health-oriented individuals.
The pandemic has highlighted the severe impact on individuals with hypertension, diabetes, and cardiovascular diseases, prompting a heightened awareness of the importance of weight management This growing anxiety is driving demand for functional solutions that promote healthy weight control, particularly as type 2 diabetes remains a significant global threat.
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.
The increasing prevalence of obesity, lipid metabolism disorders, high blood pressure, and cardiovascular diseases highlights a growing demand for health care products As market trends evolve, there is a significant opportunity for the development of innovative health solutions Kombucha, a promising new product, is poised for substantial growth, with the global market expected to expand from $3.5 billion to $5 billion by 2025 (Kim & Adhikari).
Star Kombucha target market
Star Kombucha is a dietary supplement, not just a beverage, designed with various flavors to enhance its appeal and make it more enjoyable to consume Due to its diverse flavor options, it can easily be mistaken for a soft drink For optimal health benefits, it is recommended to consume 1-2 cans daily or whenever fatigue is felt.
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 a crucial market segment, particularly for women aged 18-44 from Generation Z and Y, who are increasingly prioritizing their health and beauty This demographic consists of educated and informed professionals belonging to the upper-middle class, making them eager and prepared to invest in products that enhance their well-being.
Star Kombucha's integrated marketing communication plan for the first six months of 2022 targets health-conscious consumers who are willing to invest in premium products This demographic is likely to already use functional food supplements or similar health-oriented products, indicating a readiness to pay more for quality health benefits.
Star Kombucha targets supermarkets and agents as key customers, capitalizing on the rapid growth of modern distribution channels like Bach Hoa Xanh and Vinmart With less than a decade in the market, these retailers significantly shape consumption trends and play a crucial role in product visibility By partnering with these influential retailers, Star Kombucha aims to persuade them to stock its products, reaching its desired consumer base effectively Statistics indicate that shoppers at these stores align perfectly with Star Kombucha's target audience.
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.
An increasing number of individuals are becoming aware of their health issues and seeking ways to improve them This growing demographic is influenced not only by internet advertising and recommendations from friends but also by a variety of other motivating factors As this group expands daily, it presents significant growth potential for the health market.
Chronic stress is a prevalent issue within this demographic, often stemming from life's pressures and individual lifestyles Embracing a healthy lifestyle and nutritious eating can mitigate the need for supplementary products like Kombucha However, for those who struggle to maintain such habits, Star Kombucha serves as an effective solution to restore balance and provide essential 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.
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand visibility and customer engagement The strategy includes a mix of digital marketing, social media outreach, and community events to promote product awareness Targeted campaigns will highlight the health benefits of kombucha while fostering a loyal customer base Collaborations with local influencers and health-focused organizations will be pivotal in driving brand advocacy Overall, the plan aims to establish Star Kombucha as a leading choice in the wellness beverage market.
We are developing a nationwide educational initiative aimed at equipping consumers with accurate information about drinking water and dispelling common misconceptions regarding its health benefits Our primary focus is on urban areas, particularly Ho Chi Minh City, Hanoi, and Danang, where health-conscious consumers are more open to embracing innovative products.
Star Kombucha has established a widespread network of stores throughout the country, particularly in major urban areas, which serve as its primary market By partnering with large retailers, Star Kombucha ensures that its products are easily accessible to consumers, making it convenient for them to purchase when needed.
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
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand visibility and consumer engagement The strategy includes targeted social media campaigns, influencer partnerships, and community events to promote product awareness Emphasizing health benefits and sustainability, the plan aims to attract health-conscious consumers and build a loyal customer base Additionally, the integration of online and offline marketing efforts is designed to create a cohesive brand experience, driving sales and fostering customer loyalty.
- Meet customer needs of food supplements
The company is committed to advancing new product development by leveraging high-tech production lines and modern facilities, utilizing high-quality raw materials, and embracing fast-evolving technology This approach ensures easy access to innovative solutions while catering to contemporary consumer tastes.
- 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
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand visibility and consumer engagement The strategy encompasses a multi-channel approach, utilizing social media, influencer partnerships, and targeted advertising to reach health-conscious consumers Emphasizing the unique benefits of kombucha, the campaign aims to educate potential customers about its health advantages while fostering a community around the brand Consistent messaging and creative content will be key to building brand loyalty and driving sales during this period.
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 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.
Consumers increasingly prefer purified water or fruit juice over flavored canned or bottled drinks due to concerns about health and beauty Additionally, they tend to shop at modern trade channels and are particularly attentive 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
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on promoting the health benefits of kombucha while addressing concerns about high calorie and sugar content The plan emphasizes that excessive calories can lead to weight gain, and high sugar levels may accelerate skin aging By highlighting these aspects, Star Kombucha aims to educate consumers on making healthier beverage choices that align with their wellness goals.
- 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.”
In Vietnam's retail market, prominent brands span various categories, including supermarkets like Co.op Mart, AEON Citimart, and An Nam Gourmet, as well as minimarts such as Bách Hoá Xanh and VinMart/VinMart+ Convenience stores like Circle K and 7Eleven also play a significant role With over five years of experience, these brands have established a strong reputation and demonstrate considerable potential for growth.
- 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.
Star Kombucha has developed an integrated marketing communication plan for the first six months of 2022, focusing on enhancing brand awareness and customer engagement The strategy aims to utilize a mix of digital marketing, social media campaigns, and community events to reach a broader audience By leveraging influencer partnerships and targeted advertising, Star Kombucha intends to promote its unique flavors and health benefits effectively The plan also emphasizes the importance of customer feedback and interaction to refine marketing efforts and foster brand loyalty Overall, the initiative seeks to establish Star Kombucha as a leader in the health beverage market while driving sales growth during this critical period.
- Administrators of two groups ”Đẹp Chanh Sả" and “YÊU EAT CLEAN" on Facebook.
- Kenh 14 newspapers and Harper's Bazaar magazine.
Major selling idea
Kombucha undergoes a fermentation process lasting 21-30 days, utilizing fresh ingredients such as pure tea, SCOBY, pressed juice, and herbs During fermentation, the SCOBY transforms the tea and sugar mixture into beneficial compounds, including vitamin C, polyphenols, EGCG, and various B vitamins, while also producing a diverse array of good bacteria The bacteria and yeast in the SCOBY effectively break down the sugars in the tea, converting them into essential vitamins and enzymes that contribute to the health benefits of kombucha.
Star Kombucha offers a refreshing and delicious beverage made with high-quality SCOBY imported directly from the U.S This 100% natural drink has become a daily favorite among women, providing nourishment for the mind, body, and soul while alleviating concerns about weight gain and skin health.
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
The Star Kombucha advertisement effectively combines rational and emotional appeals to engage its target audience By detailing the product's ingredients, it addresses consumers' logical considerations, while also tapping into emotional drivers such as self-love and beauty Aimed primarily at women, the ad emphasizes how Kombucha can enhance both their appearance and overall well-being, ultimately influencing their purchasing decisions.
The advertisement for Star Kombucha effectively utilizes a rational appeal through a straight-sell execution, highlighting the product's information and benefits The ad features an image of the product alongside factual copy that occupies the remaining space, ensuring clarity and engagement for the audience.
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”
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand visibility and consumer engagement The strategy includes a mix of digital marketing, social media campaigns, and influencer partnerships to reach a broader audience Emphasizing the health benefits and unique flavors of Kombucha, the plan aims to position Star Kombucha as a leading choice in the beverage market Continuous analysis of consumer feedback will guide adjustments to ensure effective communication and marketing efforts throughout the campaign.
Body copy: straight-sell copy presents relevant information with type of rational appeal.
“Trà lên men- men SCOBY- trái cây- thảo mộc”
The Star Kombucha advertisement prominently features vibrant pink and orange colors to enhance product identity, while painted illustrations of tea leaves and fruits convey a healthy and energetic concept The design effectively communicates the brand's message, with the logo prominently included to reinforce recognition.
The advertisement features a striking layout with the Star Kombucha can prominently displayed at the center A bold headline captures attention at the top, complemented by a smaller subheadline directly beneath it The body copy is thoughtfully divided into four sections, positioned on either side of the main visual to enhance readability Additionally, a small Kombucha logo is placed in the top left corner, contributing to the overall branding of the ad.
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
The advertising execution for Star Kombucha effectively utilizes a rational appeal combined with a straightforward selling approach to highlight the product's benefits Featuring a realistic image of Star Kombucha alongside our engaging slogan, the ad employs vibrant colors to captivate and stimulate viewer interest.
- 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.
The advertisement for Star Kombucha will prominently feature the brand logo and showcase a variety of Kombucha tea samples, each representing a distinct flavor Accompanied by the slogan "Kombucha trà cho sức khỏe," the ad will utilize vibrant colors that align with the unique taste of each beverage, effectively capturing attention and promoting health benefits.
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on leveraging vibrant social media advertisements to capture the attention of a wider audience By utilizing engaging content and strategic messaging, the campaign aims to enhance brand visibility and drive consumer interest in Kombucha.
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)
Interactive video ads are immersive advertisements that occupy the entire screen, interrupting or pausing the video content These ads offer various engagement options, such as clicking for additional information, subscribing to a newsletter, or finding a nearby store.
Audio elements: no audio, length: short form - 11s spots
The promotional video will showcase the vibrant flavors of Star Kombucha, utilizing bright, eye-catching colors that reflect the hues of the product cans By incorporating advanced video editing techniques, the video aims to create a visually striking presentation that captures attention and enhances brand appeal.
Media planning, strategy and tactic
Press releases
Harper's Bazaar 95% 200K people 6 times /3 months
Harper's Bazaar Vietnam is a prestigious monthly women's fashion magazine, part of the globally recognized Harper's Bazaar brand With a readership of over 150,000 affluent and stylish women, it serves as a key resource for modern lifestyle guidance This aligns perfectly with the brand image and target audience of Star Kombucha, making it an ideal consumer magazine for the company.
Positions: Lifestyle categories of Harper's Bazaar magazine.
Magazine features effectively utilize full-page advertisements by showcasing half of the product's images alongside informative content highlighting the product's benefits This approach targets specific audiences interested in beauty, ensuring that the messaging remains aligned with the advantages the product offers By narrowing the customer base, this strategy not only enhances engagement but also reduces 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.
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand visibility and consumer engagement The strategy includes a mix of digital marketing, social media campaigns, and community events to promote awareness and drive sales Emphasizing the health benefits of kombucha, the plan aims to attract health-conscious consumers while building a loyal customer base Additionally, partnerships with local businesses and influencers will amplify outreach efforts and strengthen brand credibility Overall, the plan is designed to position Star Kombucha as a leading choice in the beverage market.
Kenh14 is a leading online daily newspaper with a strong presence on social media, attracting over 70% of its readership from individuals aged 18 to 44 The majority of its audience resides in Ho Chi Minh City and Hanoi, making up 69% of total readers Notably, the Beauty and Fashion section garners more than 20 million monthly readers, predominantly consisting of teenagers and office workers This demographic focus effectively promotes and establishes a strong brand identity for Star Kombucha among its target audience.
To effectively promote Star Kombucha as a new product in the market, it is essential to utilize newspaper advertising, particularly in the Beauty and Fashion categories This strategy will maximize customer reach, especially through platforms like Kenh14, an online newspaper known for its ability to generate unique and engaging content that resonates with a wide audience By leveraging this medium, Star Kombucha can effectively inform and attract potential customers.
- Contact the advertising department of Kenh14 newspaper: giatrixahoi@admicro.vn
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand awareness and customer engagement The strategy includes a mix of digital marketing, social media campaigns, and community events to connect with target audiences By leveraging influencer partnerships and creating compelling content, Star Kombucha aims to establish a strong market presence Additionally, the plan emphasizes the importance of customer feedback to refine marketing efforts and foster brand loyalty Overall, the initiative seeks to position Star Kombucha as a leading choice in the health beverage sector.
- Submit article content and product images to promote in the Beauty and Fashion categories.
Traditional support media
Using tote bags in advertising campaigns can significantly enhance business visibility due to their durability, affordability, and easy customization These promotional items serve not only as product packaging but also as thoughtful gifts for customers and partners during special occasions, fostering goodwill and brand loyalty By incorporating tote bags, STAR KOMBUCHA can effectively communicate marketing messages and strengthen its recognition among potential customers Additionally, customers who purchase a combo of 6 cans of Star Kombucha (240 ml each) for 210,000 VND will receive a complimentary tote bag, further promoting the brand and leaving a lasting impression.
Posters serve as a cost-effective communication tool designed to target specific audiences, particularly for STAR KOMBUCHA Strategically placed in supermarkets and convenience stores like AEON Mall, Co.op Mart, Vinmart, Annam Gourmet, Bach Hoa Xanh, Circle K, and 7-Eleven, these eye-catching posters effectively convey the brand's message By capturing the attention of potential customers, STAR KOMBUCHA can enhance product visibility, drive sales, and boost brand awareness.
Non-traditional support media
Star Kombucha primarily targets women aged 18 to 44, who often juggle multiple responsibilities and face various stressors in their lives These women strive to excel in their roles as partners and professionals, leaving little time for self-care.
The Integrated Marketing Communication Plan for Star Kombucha in the first six months of 2022 aims to address postpartum issues that women face, such as stretch marks, weight gain, and hair loss, which can lead to anxiety The 1990 film by Nhat Trung highlights the struggles of three close female friends in their thirties navigating marriage, work, love, and beauty Star Kombucha's product placement in this film holds significant value, as it offers support to women in overcoming various life challenges, reinforcing the brand's connection to female empowerment and well-being.
The 1990 film "Star Kombucha" emphasizes the importance of self-care and self-love for women, encouraging them to prioritize their well-being in order to thrive in their roles.
According to data from SocialHeat, a Social Listening and Market Intelligence system that analyzes real-time information from over 90% of online news and discussion sources, reality shows and game shows have gained significant popularity among Generation Y and Generation Z.
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
Star Kombucha's integrated marketing communication plan for the first half of 2022 focuses on leveraging substantial spillover effects to capture the attention of its target consumers To achieve this, the brand will sponsor a program specifically designed to engage the same audience, enhancing brand visibility and connection with potential customers.
The Next Face Vietnam is a competition designed to discover influential model faces in the digital age, particularly on social media platforms Participants must possess not only the stunning appearance and skills of a professional model but also the ability to captivate audiences online This competition serves as an exciting opportunity for Gen Z, who have a keen interest in modeling and digital influence.
Influencer marketing
Influencers roles: convey the message with the quantity and time given by brief
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand visibility and engagement through strategic influencer partnerships and content creation The plan emphasizes leveraging social media platforms to connect with health-conscious consumers, promoting the unique benefits of kombucha Additionally, it aims to utilize targeted advertising and community events to foster brand loyalty and encourage product trials By implementing a cohesive messaging strategy, Star Kombucha seeks to establish itself as a leader in the health beverage market while driving sales and customer retention.
Post: 1/day, Story: 5- 7/day, Reel: 2/week
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand awareness and customer engagement The strategy includes a mix of social media campaigns, influencer partnerships, and community events to promote the health benefits of kombucha By leveraging targeted advertising and content marketing, Star Kombucha aims to reach a broader audience and establish a strong market presence Additionally, the plan emphasizes customer feedback and interaction to refine future marketing efforts and build brand loyalty Overall, the goal is to create a cohesive and impactful marketing approach that resonates with health-conscious consumers.
Body copy: straight-sell copy presents relevant information with type of rational appeal.
“Trà lên men- men SCOBY- trái cây- thảo mộc”
The Star Kombucha advertisement prominently features vibrant visuals that emphasize the product's identity, utilizing a lively palette of pink and orange The design incorporates painted illustrations of tea leaves and fruits, conveying a message of health and energy Additionally, the logo is prominently displayed to reinforce brand recognition.
Layout: Main visual Star Kombucha can is in the center of the ad
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand visibility and consumer engagement The strategy is divided into four key components, strategically positioned alongside the main visual to create a balanced presentation The plan emphasizes the importance of a cohesive message across all channels, ensuring that the brand resonates with its target audience Additionally, the small Kombucha logo at the top left reinforces brand identity and recognition throughout the campaign.
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
To effectively execute the advertising campaign for Star Kombucha, a strategic approach will be employed, combining rational appeal with a straight-sell technique to convey the key benefits and unique features of the product This will be complemented by the use of realistic and high-quality visuals of Star Kombucha, accompanied by the brand's catchy slogan, which will be presented in a variety of vibrant colors designed to captivate and stimulate the target audience.
- 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.
The advertisement for Star Kombucha will prominently feature the brand's logo and showcase a variety of Kombucha tea samples, each highlighting distinct flavors Accompanied by the slogan "Kombucha trà cho sức khỏe," the design will incorporate vibrant colors that reflect the unique taste profiles of each beverage.
The integrated marketing communication plan for Star Kombucha in the first six months of 2022 focuses on leveraging vibrant social media advertising to capture the attention of a broader audience By creating engaging and lively ads, Star Kombucha aims to enhance brand visibility and connect with potential customers effectively This strategic approach is designed to promote awareness and drive interest in the health benefits and unique flavors of Kombucha.
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)
Interactive video ads dominate the screen by pausing or preempting content, offering users engaging interactions such as clicking for additional information, subscribing to newsletters, or finding nearby stores.
Audio elements: no audio, length: short form - 11s spots
The promotional video will highlight the vibrant flavors of Star Kombucha, utilizing bright colors that correspond with the product cans By incorporating advanced video editing techniques, the short video aims to create an eye-catching and memorable visual experience that effectively showcases the brand's unique offerings.
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand visibility and consumer engagement The strategy includes a mix of digital marketing, social media campaigns, and community events to promote the health benefits of kombucha By leveraging influencer partnerships and targeted advertising, Star Kombucha aims to reach a broader audience and increase sales Continuous monitoring and analysis of campaign performance will ensure adaptability and effectiveness in achieving marketing goals.
- Magazine and newspaper: educate target audience of Star Kombucha
- Sponsorship: Increase brand awareness up to 25%
- Influencers: increase brand awareness and educate target audiences to 25%
- Promotional support products, in-store poster, samplings and : Increase product trial rate at POPs to 9%.
- Digital marketing and social media: Increase the engagement rate from target audiences on Star Kombucha’s social media accounts by 15%.
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand awareness and customer engagement The strategy includes a mix of digital marketing, social media campaigns, and community outreach to effectively reach target audiences Emphasizing the health benefits of kombucha, the plan aims to position Star Kombucha as a leading choice in the beverage market Regular analysis of campaign performance will ensure continuous improvement and alignment with consumer preferences Overall, the plan is designed to build a strong brand presence and drive sales growth in a competitive landscape.
Developing and implementing media strategy for the media mix:
Harper's Bazaar 95% 200K people 6 times /3 months
Harper's Bazaar Vietnam is a prestigious monthly women's fashion magazine, part of the renowned Harper's Bazaar global network With a readership exceeding 150,000 affluent and stylish women, it serves as a key resource for modern lifestyle inspiration This magazine aligns perfectly with the brand image and target audience of Star Kombucha, making it an ideal platform for consumer engagement.
Positions: Lifestyle categories of Harper's Bazaar magazine.
Magazine features effectively utilize full-page ads by showcasing half of the product images alongside informative content detailing the product's benefits This strategy targets specific audiences interested in beauty, ensuring the messaging aligns with the product's advantages By narrowing the customer base, Star Kombucha businesses can optimize their marketing efforts and reduce costs.
- 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
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand visibility and customer engagement The strategy includes a mix of digital marketing, social media campaigns, and community outreach to promote the health benefits of kombucha Key initiatives will target health-conscious consumers and emphasize sustainability in production By leveraging partnerships and influencer marketing, Star Kombucha aims to build a loyal customer base while increasing market share Consistent messaging across all channels will ensure a cohesive brand identity and drive sales growth during this critical period.
Star Kombucha has developed an integrated marketing communication plan for the first six months of 2022 This strategic approach aims to enhance brand awareness and engagement through various channels The plan focuses on targeted messaging to resonate with health-conscious consumers, leveraging social media, influencer partnerships, and community events By aligning promotional efforts with consumer interests, Star Kombucha seeks to drive sales and establish a loyal customer base Continuous evaluation and adaptation of the plan will ensure its effectiveness in a competitive market.
Digital marketing and social media
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand awareness and engaging with health-conscious consumers The strategy includes a mix of social media campaigns, influencer partnerships, and community events to promote the benefits of kombucha Emphasizing quality and sustainability, Star Kombucha aims to establish a strong market presence while fostering customer loyalty through targeted promotions and educational content The plan also outlines measurable objectives to track progress and adapt strategies as needed for optimal impact.
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand awareness and customer engagement The strategy incorporates various channels, including social media, influencer partnerships, and community events, to create a cohesive brand message Emphasizing the health benefits of kombucha, the plan aims to attract health-conscious consumers while fostering a loyal customer base Through targeted promotions and consistent messaging, Star Kombucha seeks to establish itself as a leader in the functional beverage market.
A Hootsuite report from 2021 reveals that 70.3% of Vietnamese individuals are Internet users, with an impressive 94.7% actively engaging on social networking sites In response to this digital landscape, Star Kombucha has strategically opted to advertise through various media channels.
- Facebook is currently the most popular social networking site in Vietnam with
With 68 million users, Facebook banner ads enable brands to swiftly connect with their target audience, facilitating easy access to their official pages Currently, Star Kombucha boasts 16,000 likes, and leveraging banner ads can significantly enhance engagement with their posts, boost page likes, and drive more traffic to their website through the provided link.
- The brand decided to run the banner on Facebook with the ads “Kombucha trà cho sức khoẻ" in 14 days.
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand awareness and customer engagement The strategy includes a mix of digital marketing, social media campaigns, and community events to promote the health benefits of kombucha By leveraging partnerships with local businesses and influencers, Star Kombucha aims to reach a broader audience and foster brand loyalty The plan emphasizes consistent messaging across all platforms to create a cohesive brand identity Ultimately, the goal is to increase market share and establish Star Kombucha as a leading choice in the beverage industry.
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on enhancing brand awareness and customer engagement The strategy includes a mix of digital marketing, social media campaigns, and community events to promote the health benefits of kombucha Emphasizing storytelling and customer testimonials will build trust and foster a loyal customer base Additionally, targeted promotions and partnerships with local businesses aim to increase product visibility and sales This comprehensive approach ensures that Star Kombucha effectively reaches its target audience while aligning with current market trends.
Facebook Posting content about Brand Activism in January/2022
SEO and Behavioral Targetting (Shopping Ads)
Star Kombucha targets health-conscious women who embody a dynamic and youthful lifestyle As a pioneering brand in the Vietnamese market, it leads the healthy beverage sector while emphasizing a "meaningful message" in its brand positioning This approach aims to enhance brand awareness and increase overall brand value.
- By using a combination of communication strategies to increase awareness and increase brand value
Star Kombucha effectively captures consumer attention through a variety of strategies, including promotions, discounts, giveaways, influencer partnerships, and trial programs Notably, alongside these sales promotions, the company skillfully gathers valuable customer information and feedback regarding its product line.
- By correctly identifying target customers who are female customers, and customers who care about health, the team has built an appropriate communication
Star Kombucha's integrated marketing communication plan for the first six months of 2022 focuses on effectively promoting the brand and its products The strategy aims to deliver essential product information to the target audience, ensuring that consumers are well-informed about the benefits and features of Kombucha By leveraging various marketing channels, Star Kombucha seeks to enhance brand visibility and drive sales, ultimately connecting with consumers and meeting their needs.
Implementing effective sales promotion strategies, such as offering discounts on sales revenue and providing incentives for the sales team, can significantly motivate the sales force to prioritize and promote the brand's products.
- Use support packages for wholesalers and retailers to encourage distribution intermediaries to display existing products and actively sell them to create high profits for wholesalers and retailers.
Effective risk management is crucial for successful project implementation, involving the identification of potential issues and the development of suitable solutions to enhance success rates while minimizing project damage.
With market volatility, contingency plans are also put in place to address rapid environmental changes such as changing consumer preferences, new products, and new competition.
The risks that may occur during the planning process are as follows:
Cannot invite 3 Influencers as expected Choose other backup Influencers to replace like Phan Nu Uyen Nhi, Uyen Pu and Chloe Nguyen
Cannot rent the place for the Brand Activism activity as expected
Make an alternative list of other places like Big C, Crescent Mall,
The Brand Activism activity was not attended by amount of audiences as expected
Boost seeding posts and running ads for posts on Facebook and Instagram
The Covid-19 epidemic leads to the Replace with hiring reviewers to write
The integrated marketing communication plan for Star Kombucha during the first six months of 2022 focuses on implementing brand activism at Aeon Mall and Lotte Mart This strategy aims to enhance brand visibility and engagement through targeted product reviews on popular social media platforms such as Facebook, Instagram, and TikTok By leveraging these channels, Star Kombucha seeks to connect with consumers, promote its values, and drive sales effectively.
MC has a problem and can't come to host the Brand Activism activity
Prepare a list of replacement MCs
When the event took place, there was an unexpected power outage, the sound and light equipment, the stage malfunctioned
Carefully check and prepare equipment to promptly handle problems, estimate portable power station
The content of the review post in the two Facebook groups of Administrators will not receive high interaction
Star Kombucha staffs join the group and support article by seeding
Unexpected problems occur when shoppers try samplings
Carefully check the quality and expiry date of the product for sampling, prepare medical contact information before for timely handling.
PB/PG and MC are sending incorrect messages to shoppers in Brand Activism activities
Sales employees and MCs must be trained as well as rehearsed before presenting the event
Promotional products at POPs are available at a discounted rate for the day, allowing shoppers to either enjoy immediate savings or provide their contact information to receive a gift delivered to their home later.
In general, Star Kombucha is a relatively new brand in the Vietnamese market The Kombucha tea market in Vietnam is still quite new and full of potential for
Star Kombucha's integrated marketing communication plan for the first six months of 2022 presents both opportunities and challenges, as the brand is a new entrant and a leader in the kombucha market This strategic plan aims to effectively position Star Kombucha, leveraging its innovative qualities to capture consumer interest and establish a strong market presence.
To effectively engage your target audience, it's essential to meticulously plan your product introduction campaigns Leverage marketing strategies and social media platforms to reach and build relationships with your desired audience.