Executive Summary
The snack industry is a rapidly growing sector within the food and beverage market, with Vietnamese youth spending approximately 13,000 billion VND on snacks each month, highlighting a significant opportunity for businesses Junk food represents a lucrative market in Vietnam, characterized by a rich diversity of flavors and affordable prices that appeal to young consumers Popular items such as chicken wings and potato chips are in high demand, as the convenience and affordability of these snacks provide new experiences for young people This trend has facilitated the increasing dominance of foreign snack brands in the Vietnamese market.
Recognizing Vietnam's promising market potential, we have developed a comprehensive marketing plan for the upcoming Karamucho potato snack product This strategic approach aims to effectively introduce Karamucho potato chips to a wide consumer base in Vietnam, ensuring the successful launch and acceptance of this new snack line.
In our Marketing plan, we utilize the SWOT model to assess the company's internal environment and evaluate previous product offerings while analyzing competitors in Vietnam's snack food market to develop unique differentiation strategies Furthermore, we implement STP strategies to effectively segment the market, select target audiences, and position our products We will also outline a comprehensive Marketing Mix 4P strategy and establish an action plan for each stage of product development and distribution to consumers Additionally, budgeting within the Marketing plan is essential for cost control and ensuring timely execution of the marketing initiatives.
The marketing plan for Koikeya Company's Karamucho potato snack in the Vietnam market focuses on establishing brand awareness, targeting health-conscious consumers, and leveraging local flavors to appeal to Vietnamese tastes Key strategies include social media campaigns, partnerships with local influencers, and in-store promotions to enhance visibility Additionally, market research will be conducted to understand consumer preferences and optimize product offerings By emphasizing quality ingredients and unique flavors, Koikeya aims to capture a significant share of the growing snack market in Vietnam.
Introduction
Name: Koikeya Vietnam Co Ltd.
Location: N3-2 Street, Long Duc Industrial Park, Long Duc
Commune, Long Thành District, Dong Nai Province, Viet Nam.
Field: Manufacturing and sales of snack foods and healthy foods
(potato chips, corn snack, etc.)
Karamucho, a beloved spicy snack brand by Koikeya, has been delighting consumers since its launch in Japan in 1984 With over 30 years of history, Karamucho continues to captivate snack lovers with its signature spicy products The brand has experienced significant global expansion, now available in countries like Belgium, Hong Kong, Taiwan, and Thailand, and has successfully entered the Vietnamese market in the past three years.
KARAMUCHO Potato Strong Tokyo BBQ flavour KARAMUCHO Potato Strong Hot Spicy flavor KARAMUCHO Potato Spicy Seaweed flavor KARAMUCHO Potato Hot spicy flavor KARAMUCHO Corn Hot spicy flavor
KARAMUCHO’s brand character is Tomi-chan from Japan In spite
KoiKeya's marketing plan for its Karamucho potato snack in the Vietnamese market focuses on engaging the youthful spirit and adventurous lifestyle of consumers The brand aims to resonate with vibrant personalities like Tomi-chan, who embodies a love for travel, exploration, and colorful expression Alongside her friends Chi-chan and Doraemon, KoiKeya seeks to create a connection through playful wordplay and cultural relevance, ensuring that the Karamucho snack appeals to the dynamic tastes of Vietnamese youth.
Mission With advanced manufacturing technology and top experts from Japan,
Karamucho is dedicated to offering premium snacks that deliver a unique and flavorful experience, particularly with their distinctive hot spicy flavor These products are designed to enhance life's moments, fostering connections among family and friends while celebrating joyful occasions together.
Karamucho aims to expand its distribution network to introduce authentic Japanese flavors to a broader audience The brand also plans to diversify its product range by developing new and appealing flavors.
- Develop some new product flavors suitable for Vietnamese people in the next 6 months.
- 80% of customers in the target market know about Karamucho potato snacks.
- Achieve a high level of customer satisfaction, approximately 95% of the target customers.
- 25% profit on total invested capital within one year.
The marketing plan for Koikeya Company's Karamucho potato snack in the Vietnam market focuses on leveraging local taste preferences and innovative marketing strategies By emphasizing the unique flavors and quality of Karamucho snacks, the plan aims to attract Vietnamese consumers who appreciate premium snack options Strategic partnerships with local distributors and targeted advertising campaigns will enhance brand visibility Additionally, social media engagement and influencer collaborations are crucial for building a strong online presence and connecting with the younger demographic Overall, the marketing strategy is designed to establish Karamucho as a leading snack brand in Vietnam.
SWOT & Macro - Environment Analysis
SWOT model company analysis
Table 3.2: SWOT model company analysis
- As a long-standing snack company and a famous brand in Japan
- Having relationships with foreign companies is quite wide, such as the USA, Taiwan, Canada, Singapore, Thailand, Malaysia, China,
- Development cooperation with many major suppliers and distributors in Vietnam such as BigC, Coop mart,
Snacks are non-essential items that do not fulfill fundamental human needs, leading consumers to seek alternative products As a result, diminishing purchasing power can negatively affect company revenues.
Every year, the company relies on importing essential raw materials like flour, flavoring, and milk powder Fluctuations in exchange rates can lead to increased input costs, which directly impact the company's production and overall business performance.
- The company's brand in Vietnam is not known to many people.
- Vietnam's economy in recent years has grown by 7-8% per year, this will stimulate people's demand for consumption, which will be an opportunity for Koikeya to grow its business.
- "Young people aged 15-23 are snacking all day long," Decision Lab's recent report said about the trend of young people going out to
- When Vietnam joins AFTA, the import tax rate for confectionery products will be reduced The selling price of these products may be more competitive, thus affecting the Company's business
- Imported raw materials and raw sugar account for about 20% of the Company's product cost Therefore, changes in import-related circulars
To effectively introduce KoiKeya Company's Karumucho potato snack in the Vietnamese market, a comprehensive marketing plan is essential This plan should focus on understanding local consumer preferences, emphasizing the unique flavors and quality of the product Additionally, strategic partnerships with local distributors can enhance market penetration It's crucial to monitor market trends and regulatory changes that may impact input material costs, ensuring pricing strategies remain competitive Engaging marketing campaigns that leverage social media and local influencers will further boost brand awareness and drive sales.
- Many long-standing rival companies in Vietnam such as Orion, Pepsico,
Market summary
3.2.1 Overview of snack market in Vietnam
In 2017, Vietnam's snack industry generated approximately $535 million in revenue, marking an increase from $479.5 million in 2016, according to Euromonitor International's Sweet and Savory Snacks report As one of the most advanced snack markets in the ASEAN region, Vietnam ranks just behind Thailand, Indonesia, and the Philippines in a $3.5 billion market The average per capita consumption stands at 0.8 kg, translating to about $5.66 per person.
According to a recent Nielsen report, the global snack market experienced a growth of $3.4 billion, with Vietnam's snack products witnessing a remarkable 21% increase in 2017 The revenue for the Vietnamese snack market reached VND 8,000 billion in the same year and is projected to grow at a CAGR of 6.78%, potentially reaching VND 10,400 billion by 2021.
Vietnam's economy has made significant strides toward stabilization and development, fostering a conducive environment for the growth of various domestic sectors Among these, the snack industry has emerged as a key player, benefiting from the overall economic stability and increasing consumer demand.
Figure 3.1: Snack group revenue diagram over the years
The demand for potato snacks among young people in Vietnam is on the rise Vietnam has been recognized for its economic growth potential, with expert Nguyen Xuan Thanh, Director of the Fulbright VN economic curriculum, noting that in 2016, the country had the opportunity to become the economy with the highest growth rate in East Asia and Southeast Asia, making it an ideal market for companies like Koikeya to introduce their Karamucho potato snack.
In 2017, the Vietnamese economy achieved remarkable growth, with a GDP increase of 6.81%, surpassing the target of 6.7% and marking the highest growth rate in a decade This impressive performance was largely driven by a robust recovery in the second half of the year, particularly with growth rates exceeding 7% in both the third and fourth quarters This achievement transformed the ambitious goal of 6.7% growth into a significant milestone for Vietnam's economy, exceeding the expectations of international organizations, economic experts, and the Vietnamese government.
The size and organizational structure of a population significantly influence the potential customer base for businesses Key demographic indicators, such as population size and growth rate, play a crucial role in market potential A large and expanding population presents substantial opportunities for various enterprises, particularly for Koikeya's Karamucho snack product With Vietnam's population exceeding 98 million, as reported by the General Department of Population, the market potential is considerable.
2021), so its high population is an attractive market for this business.
In today's competitive market, technology serves as a crucial weapon, driving the creation of innovative products that challenge existing offerings and open doors for new businesses These emerging companies leverage advanced technologies to strategically compete with established firms The rise of information technology enhances the management and oversight of business operations across various markets, enabling constant customer engagement through effective advertising and facilitating rapid decision-making As a result, technology has become a pivotal factor in determining a company's success or failure For instance, Koikeya's Karamucho snack brand utilizes automated Japanese production line technology, significantly boosting the company's productivity, efficiency, and accuracy.
Karamucho potato snacks by Koikeya are poised to enter the Vietnamese market with a strategic marketing plan aimed at capturing local consumer interest This plan focuses on leveraging unique flavors and high-quality ingredients to differentiate Karamucho from existing snack options Additionally, targeted advertising campaigns will be implemented across social media platforms to engage the younger demographic, while partnerships with local retailers will enhance product visibility By emphasizing the brand's Japanese heritage and commitment to quality, Karamucho aims to establish a strong presence in Vietnam's competitive snack industry.
Technological and social changes present both opportunities and challenges for businesses, particularly in the health sector According to Maslow's hierarchy of needs, as individuals fulfill their basic needs for food, clothing, and shelter, they begin to prioritize higher-level needs such as safety and security With rising incomes and the satisfaction of fundamental needs, consumer preferences shift towards healthier and higher-quality food options This evolution in consumer behavior indicates significant growth potential for the snack market, where the demand for safe and nutritious products is increasing By aligning advertising and promotional strategies with these health-conscious trends, businesses can effectively capitalize on this emerging market opportunity.
3.2.3 SWOT model of Karamucho potato snack
Table 3.3: SWOT model of Karamucho potato snack
- Is the number 1 product in Japan Nhật
- It is a product made from potatoes
- As a convenient product (easy-to- open packaging)
- There are many price options
- Products are only distributed in certain places, making it difficult for customers to find and buy
- Promotion is not really effective, not many people know and use it
- High price compared to the ground
+ The trend of developing fast food and entertainment food is gradually increasing in Vietnam.
+ High demand for entertainment, many common malls, movie theaters, grocery stores, … results in high demand for snacks.
+ Effective marketing opportunities on the Internet platform during Pandemic.
+ Difficulty in expanding the market + Being competed by many strong competitors such as Lays, O'star, Oishi, etc
The marketing plan for Koikeya Company's Karamucho potato snack aims to establish a strong presence in the Vietnamese market By leveraging local consumer preferences and trends, the strategy focuses on targeted advertising and engaging promotional activities Emphasizing the unique flavor and quality of Karamucho snacks, the plan seeks to attract health-conscious and snack-loving consumers Collaborations with local distributors and retailers will enhance product availability, while social media campaigns will drive brand awareness and consumer interaction Overall, the marketing strategy is designed to position Karamucho as a leading choice for potato snacks in Vietnam.
Competitors
Figure 3.2: Karamucho's market share and competitors in Vietnam market (Source: Koikeya) (Data as of
The snack market in Vietnam is categorized into three primary segments based on processed ingredients: chips, nuts, and processed snacks that include additional components like fruit or starch In terms of revenue distribution, processed snacks dominate the market with a 33% share, followed closely by nuts at 30%, and chips, primarily potatoes, making up 24%.
Karamucho is a potato chip snack.
Oishi, a brand under Liwayway (Philippines), dominates the potato chip snack segment in Vietnam with a diverse range of products featuring ingredients like seafood, corn, and pumpkin, available in both sweet and salty flavors With a substantial market share of 53%, Oishi has established itself as a beloved brand among Vietnamese consumers.
PepsiCo's Poca, by 2019, was changed to Lay's brand to share the same name with the world, ranked 3rd on the market share table with 16%.
Born at the same time as Poca, Orion's O'star brand (Korea) and later Toonies is currently the
"ACE" of Orion in the market accounted for 22% market share.
Segmentation & positioning strategy
Segmentation
Table 4.4: Karamucho Market Segment table
KoiKeya's Karumucho potato snacks are set to enter the Vietnamese market with a strategic marketing plan aimed at capturing local consumer preferences The plan focuses on leveraging unique flavors and high-quality ingredients to differentiate the product from existing competitors To effectively reach the target audience, KoiKeya will implement a multi-channel marketing approach, including social media campaigns, influencer partnerships, and in-store promotions Additionally, market research will be conducted to understand consumer behavior and trends, ensuring that the marketing strategies resonate with the Vietnamese demographic Overall, KoiKeya aims to establish a strong brand presence and drive sales growth in Vietnam's snack food sector.
FAMILY LIFE CYCLE Married, single.
GEOGRAPHIC REGION North, Central, South of
PSYCHOGRAPHIC LIFESTYLE Young, dynamic, modern, interested in quality, and loves Japan.
Targeting
A recent report by Decision Lab highlights a growing trend among young people aged 15-23, who are increasingly snacking throughout the day This demographic segment represents a key target market for Karamucho's snacks, aligning the brand with the evolving eating habits of today's youth.
Age: 15-23 years old Gender: 20% male, 80% female Occupation: 80% students, other 20%
Age: 24-32 Family life cycle: 50% Single, 50% Married
KoiKeya's Karamucho potato snack is set to make a significant impact in the Vietnamese market This marketing plan focuses on leveraging local consumer preferences and snack trends to establish brand presence By emphasizing unique flavors and high-quality ingredients, KoiKeya aims to attract health-conscious and adventurous snackers Strategic partnerships with local distributors and targeted advertising campaigns will enhance visibility and accessibility Engaging social media content and promotional events will further connect with the target audience, driving brand loyalty and sales growth in Vietnam.
Positioning
Figure 4.3: Karamucho positioning diagram in VietNam snack market (The author's self-suggested model)
- From the above positioning map, it can be seen that:
Karamucho snacks are priced similarly to the well-established Lays brand in Vietnam However, despite being in the Vietnamese market for less than four years, Karamucho's pricing remains significantly higher than that of its three main competitors: Oishi, Ostar, and Toonies.
About the spicy flavor attribute: As a famous spicy snack brand in the Japanese market, its spicy flavor is superior to the spicy product lines of rival companies.
→ Therefore, we need to promote the positioning strategy for Karamucho snacks by product attributes to expand market share and increase brand awareness of consumers.
Positioning strategy: Positioning by product attributes: When it comes to Karamucho snacks, consumers will immediately think of the special spicy flavor that the product brings.
The marketing plan for Koikeya Company's Karamucho potato snack in the Vietnam market focuses on understanding local consumer preferences and trends To effectively penetrate this competitive landscape, the strategy emphasizes the importance of targeted advertising, engaging social media campaigns, and partnerships with local distributors Additionally, product localization, including flavor adaptations and packaging design that resonates with Vietnamese culture, will be crucial The plan aims to establish brand awareness and loyalty through promotional events and sampling activities, ultimately driving sales and market share in Vietnam.
Marketing Mix Strategies
Product
+ Should develop more spicy potato snacks with low calories for dieters, or for consumers with diseases that consume less fat such as obesity, blood fat, etc.
+ Add new flavors such as Potato Snack with Rib Rice, Potato Snack with Fried Chicken, Potato Snack with Tomato Flavor,
To enhance the appeal of Karamucho potato snacks, it is essential to innovate their shape, as the current monotonous design fails to attract consumers By introducing exciting shapes such as potato threads, spiral potatoes, and playful designs inspired by characters like Doraemon and Tomichan, the product can stand out in a competitive market and engage a wider audience.
- Proposal to change the packaging
+ Combining putting Tomichan on the packaging, the characters join hands, showing the spirit of solidarity and close friendship.
Figure 5.4: The authors' proposal to change the packaging of karamucho potato snacks
Karamucho potato chips, crafted in Japan, reflect the nation's strong commitment to personal health and well-being Designed with consumer safety in mind, these potato cakes are not only delicious but also prioritize health To further enhance consumer confidence, Karamucho potato chips proudly display a health safety certificate from the Ministry of Health, ensuring that customers can enjoy their snack with peace of mind.
The marketing plan for Koikeya Company's Karamucho potato snack in the Vietnam market aims to establish a strong brand presence and engage local consumers effectively By leveraging unique flavors and quality ingredients, the plan focuses on appealing to the taste preferences of Vietnamese snack lovers Strategic partnerships with local distributors and targeted advertising campaigns will enhance visibility and accessibility Additionally, social media marketing will play a crucial role in connecting with the younger demographic, fostering brand loyalty, and driving sales Overall, the strategy is designed to position Karamucho as a leading choice in the competitive snack market of Vietnam.
Pricing
Cost-based pricing involves determining the price of a product by calculating the break-even point and the production costs associated with each unit This method ensures that the pricing covers all expenses while aiming for profitability For a detailed breakdown, please refer to the Appendix.
Place
- Distributing at convenience stores such as: Coop Smile, GS25, Family Mart, near schools.
- Increase distribution at grocery stores so that products can reach more customers, expand the scale of products
- Distributed to amusement parks, gyms,
- Snack Karamucho should be displayed at eye-level positions with customers such as cash registers, on third or fourth shelves,
- Add 1 more distribution location: It is distributed to the canteens of boarding schools (Signed with the school) (May be for meals)
Promotion
Karamucho potato snacks will utilize all five elements of the promotional mix—advertising, sales promotion, events and experiences, public relations, and direct marketing—to establish a robust integrated marketing communications (IMC) strategy As a new product, implementing a comprehensive IMC is essential for achieving effective market penetration.
- Place electronic billboards at roundabouts or red light stops.
- Advertise on TV at the time frames where customers have a snack such as from 9 am to 11 am, from 3 pm to 7 pm.
- Advertising on social networking platforms such as Facebook, TikTok, Instagram, Youtube (Snack review and advertising on food video clips with recipes combined with Snack Karamucho)
- Comes with 1 small tissue in the snack bag (worth less than 1,000 VND) to solve the real problem (after eating snacks, get dirty hands), we'll meet customer needs, help
KoiKeya's marketing plan for its Karamucho potato snack in the Vietnamese market focuses on highlighting the unique qualities and originality of Japanese products Emphasizing hygiene and safety before and after consumption is crucial to building customer trust and loyalty By showcasing the thoughtfulness behind their offerings, KoiKeya aims to attract health-conscious consumers and establish a strong presence in Vietnam's competitive snack market.
+ Tomichan photo tissue paper packaging with a thank you note when using the product.
- Winning scratch cards (winning phone scratch cards, winning Doraemon teddy bears, Tomichan, funny puzzles, collecting scratch cards to win gifts, )
Figure 5.5: Illustration for paper towel gifts when using Karamucho potato snack
Marketers engage students by offering product samples at school gates, often incorporating fun games and interactive activities to capture their attention and create a memorable impression of the product.
- Marketers market to customers at supermarkets, cinemas, amusement parks.
The marketing campaign will span two days at each location, utilizing a team of 2 to 4 marketing staff members per site Each venue will feature an attractively decorated mini stall or stroller, complete with eye-catching game posters The promotional strategy involves distributing sample snacks on plates, with approximately two pieces provided per person The total number of locations will be determined based on further considerations.
- Content: Let customers try the product, introduce the product, introduce the point of sale
- Requirements: Products need to be available at stores near the marketing location.
- Text customers gmail about newly launched products.
- Sponsorship for game show programs Ex: Food programs, children's programs,
- Collaborate with influencers to review the Karamucho potato snack experience.
- Open "Vietnam Japan Festival" for customers to take pictures with Japanese Kimono
Koikeya's Karamucho potato snacks are set to make a significant impact in the Vietnamese market with a comprehensive marketing plan This strategy focuses on highlighting the unique flavors and quality of Karamucho snacks, appealing to local taste preferences By leveraging social media and influencer partnerships, Koikeya aims to build brand awareness and engage with potential customers effectively Additionally, targeted promotions and in-store tastings will enhance product visibility and encourage trial among consumers The plan emphasizes the importance of understanding the Vietnamese snack market dynamics to establish a strong foothold and drive sales growth.
- Organize charity activities towards the community and society, especially for disadvantaged children.
- Write PR articles in gourmet magazines.
In conclusion, the five essential tools play a crucial role in developing a successful promotional strategy While our current budget for promoting our new product is limited, we anticipate that as we grow and increase our profitability, we will be able to enhance our promotional efforts accordingly.
Action plan
Stage 1: New product development and brand awareness
Table 6.5: Stage 1: New product development and brand awareness
Stage 1 New product development and brand awareness
2 months (From the beginning of July 2021 to the end of August 2021)
- Complete the Marketing plan and prepare to launch new products
- Launching new products such as Potato Snack with Ribs Rice, Fried Chicken, Doraemon- shaped Potato Snack, Spiral Potato Snack at retail locations
Karamucho potato snacks by Koikeya are poised to enter the Vietnamese market with a comprehensive marketing plan This strategy focuses on leveraging local flavors and preferences to attract Vietnamese consumers Key tactics include targeted social media campaigns, collaborations with popular influencers, and engaging in local events to enhance brand visibility Additionally, market research will be conducted to understand consumer behavior and preferences, ensuring that product offerings resonate with the target audience By emphasizing quality and unique taste, Karamucho aims to establish a strong presence in Vietnam's competitive snack market.
Technological and social changes present both opportunities and challenges for businesses, particularly in the health sector According to Maslow's hierarchy of needs, as individuals fulfill their basic requirements for food, clothing, and shelter, they develop higher-level needs, such as safety and security With increased income and the satisfaction of fundamental needs, consumer preferences shift towards healthier options Today, eating is not just about satiation; consumers seek nutritious and high-quality snacks that prioritize health and safety This trend represents a significant growth opportunity for the snack market, and businesses that effectively understand and respond to these consumer demands through targeted advertising and promotion of safe, healthy products are likely to succeed.
KoiKeya Company's Karumucho potato snack is set to enter the Vietnam market with a comprehensive marketing plan This strategy aims to leverage local consumer preferences and trends to establish a strong brand presence By focusing on unique flavors and quality ingredients, KoiKeya will differentiate its product from competitors Engaging marketing campaigns will target key demographics, utilizing both digital and traditional media to maximize reach The plan also includes partnerships with local retailers to enhance distribution and accessibility, ensuring that Karumucho potato snacks become a popular choice among Vietnamese consumers.
3.2.3 SWOT model of Karamucho potato snack
Table 3.3: SWOT model of Karamucho potato snack
- Is the number 1 product in Japan Nhật
- It is a product made from potatoes
- As a convenient product (easy-to- open packaging)
- There are many price options
- Products are only distributed in certain places, making it difficult for customers to find and buy
- Promotion is not really effective, not many people know and use it
- High price compared to the ground
+ The trend of developing fast food and entertainment food is gradually increasing in Vietnam.
+ High demand for entertainment, many common malls, movie theaters, grocery stores, … results in high demand for snacks.
+ Effective marketing opportunities on the Internet platform during Pandemic.
+ Difficulty in expanding the market + Being competed by many strong competitors such as Lays, O'star, Oishi, etc
The marketing plan for Koikeya Company's Karamucho potato snack aims to establish a strong presence in the Vietnamese market By leveraging local consumer preferences and trends, the strategy focuses on promoting the unique flavors and quality of Karamucho snacks Engaging marketing campaigns will be implemented across various platforms to enhance brand awareness and drive sales Collaborations with local influencers and retailers will further boost visibility, making Karamucho a popular choice among Vietnamese snack lovers Continuous market analysis will ensure the brand adapts to changing consumer demands and remains competitive in the dynamic snack industry.
Figure 3.2: Karamucho's market share and competitors in Vietnam market (Source: Koikeya) (Data as of
The snack market in Vietnam can be broadly categorized into three main segments based on processed ingredients, comprising chips, nuts, and processed snacks incorporating other ingredients like fruits or starch Notably, the revenue structure by product in Vietnam is distinctly divided, with processed snacks accounting for 33%, nuts making up 30%, and chips, primarily potatoes, occupying 24% of the market share.
Karamucho is a potato chip snack.
In the potato chip snack segment, there is Oishi - a brand of Liwayway (Philippines) company with diverse products in ingredients such as: Seafood, corn, pumpkin, from sweet to salty
KoiKeya's Karamucho potato snack has secured a notable position in the Vietnamese market, ranking third with a market share of 16% This marketing plan aims to leverage this success by enhancing brand visibility, targeting local consumer preferences, and implementing strategic promotional activities to further increase market penetration and consumer engagement.
Born at the same time as Poca, Orion's O'star brand (Korea) and later Toonies is currently the
"ACE" of Orion in the market accounted for 22% market share.
Table 4.4: Karamucho Market Segment table
The marketing plan for Koikeya Company's Karamucho potato snack in the Vietnam market focuses on strategic positioning and consumer engagement Emphasizing the unique flavor profile and quality of Karamucho snacks, the plan aims to attract local consumers through targeted advertising and promotions By leveraging digital marketing channels and social media platforms, Koikeya seeks to build brand awareness and foster a loyal customer base Additionally, the plan includes partnerships with local retailers to enhance product visibility and accessibility, ultimately driving sales growth in the competitive snack market of Vietnam.
FAMILY LIFE CYCLE Married, single.
GEOGRAPHIC REGION North, Central, South of
PSYCHOGRAPHIC LIFESTYLE Young, dynamic, modern, interested in quality, and loves Japan.
A recent report by Decision Lab highlights a significant trend among young people aged 15-23, indicating that they are snacking throughout the day This insight reveals that Karamucho's snacks are strategically targeting this demographic segment, catering to their evolving snacking habits.
Age: 15-23 years old Gender: 20% male, 80% female Occupation: 80% students, other 20%
Age: 24-32 Family life cycle: 50% Single, 50% Married
The marketing plan for Koikeya Company's Karamucho potato snack in the Vietnam market focuses on establishing a strong brand presence and appealing to local taste preferences By leveraging social media campaigns and influencer partnerships, the plan aims to engage consumers effectively Additionally, market research will be conducted to understand consumer behavior and preferences, allowing for tailored product offerings The strategy includes promotional activities and in-store tastings to enhance product visibility and drive sales Ultimately, the goal is to position Karamucho as a leading snack choice in Vietnam, capitalizing on the growing demand for innovative and flavorful snack options.
This marketing plan outlines strategies for introducing KoiKeya Company's Karumucho potato snacks into the Vietnamese market The plan focuses on identifying target demographics, leveraging local cultural preferences, and utilizing effective distribution channels Key tactics include engaging social media campaigns, partnerships with local influencers, and in-store promotions to enhance brand visibility Additionally, market research will be conducted to understand consumer behavior and preferences, ensuring the product meets local tastes Overall, this comprehensive approach aims to establish Karumucho as a leading snack choice among Vietnamese consumers.
Figure 4.3: Karamucho positioning diagram in VietNam snack market (The author's self-suggested model)
- From the above positioning map, it can be seen that:
Karamucho snacks are priced similarly to the well-established Lays brand in Vietnam However, despite being a relatively new entrant in the market for nearly four years, Karamucho's pricing remains significantly higher than its competitors, Oishi, Ostar, and Toonies.
About the spicy flavor attribute: As a famous spicy snack brand in the Japanese market, its spicy flavor is superior to the spicy product lines of rival companies.
→ Therefore, we need to promote the positioning strategy for Karamucho snacks by product attributes to expand market share and increase brand awareness of consumers.
Positioning strategy: Positioning by product attributes: When it comes to Karamucho snacks, consumers will immediately think of the special spicy flavor that the product brings.
The marketing plan for Koikeya Company's Karamucho potato snack in the Vietnam market focuses on leveraging local consumer preferences and trends It aims to establish brand awareness through targeted advertising and social media engagement The strategy includes collaborating with local influencers and utilizing in-store promotions to enhance visibility Additionally, the plan emphasizes the importance of understanding the competitive landscape and adapting product offerings to meet Vietnamese tastes Overall, the goal is to position Karamucho as a leading snack choice among Vietnamese consumers.
+ Should develop more spicy potato snacks with low calories for dieters, or for consumers with diseases that consume less fat such as obesity, blood fat, etc.
+ Add new flavors such as Potato Snack with Rib Rice, Potato Snack with Fried Chicken, Potato Snack with Tomato Flavor,
To enhance the appeal of Karamucho potato snacks, it is essential to improve their monotonous shape, which currently fails to captivate consumers Innovative designs such as potato threads, spiral shapes, and playful characters like Doraemon and Tomichan can significantly elevate the product's visual interest and attract a broader audience.
- Proposal to change the packaging
+ Combining putting Tomichan on the packaging, the characters join hands, showing the spirit of solidarity and close friendship 0 0
KoiKeya Company is set to launch its popular Karumucho potato snack in the Vietnamese market, aiming to capture local consumer interest with a tailored marketing strategy The plan focuses on leveraging unique flavors and high-quality ingredients to differentiate the product from competitors Engaging marketing campaigns will utilize social media platforms and local influencers to increase brand visibility and consumer engagement Additionally, strategic partnerships with local retailers will enhance distribution and accessibility, ensuring that Karumucho becomes a preferred snack choice among Vietnamese consumers.