Executive summary
The Vietnamese ice cream market is experiencing remarkable growth, driven by intense competition among implementing firms and the entry of foreign ice cream companies This sector, while not new to Vietnam, has become increasingly dynamic, positioning ice cream as a "hot" and potentially lucrative industry.
To enhance access to premium products and trendy flavors for Vietnamese consumers, we launched a year-long marketing strategy for Celano's new Pop-cream ice cream line This initiative aims to reinforce Celano's status as the leading brand in Vietnam's ice cream market while showcasing its unique identity through the Pop-cream product.
Introduction
KIDO Foods is a leading company in the frozen food sector, particularly renowned for its ice cream products Initially, it introduced three key brands: Merino, KIDO Foods Premium (which later evolved into Celano), and Wel Yo With a commitment to sustainability and a robust brand identity, KIDO Foods has successfully captured a significant portion of the market, achieving a remarkable 43.1% market share in the ice cream industry, surpassing major competitors (Euromonitor, 2019).
In 2020, KIDO Foods continues to lead with a 43.5% market share,far ahead of other major competitors such as Unilever Vietnam with11.1% and Vinamilk with 9.1% (Euromonitor, 2020).
Celano Pop Cream is a specialized marketing management plan designed to effectively promote and position the product in the market This comprehensive strategy focuses on identifying target audiences, leveraging digital marketing channels, and creating engaging content to enhance brand visibility By utilizing data-driven insights, the plan aims to optimize marketing efforts and drive customer engagement, ultimately leading to increased sales and brand loyalty Implementing these strategies will ensure that Celano Pop Cream stands out in a competitive marketplace.
Celano Pop Cream is focusing on specialized marketing management strategies to enhance its market presence The marketing plan aims to effectively promote the unique features of Celano Pop Cream, targeting specific demographics for maximum impact By implementing tailored marketing initiatives, the brand seeks to increase consumer engagement and drive sales.
KDC aims to establish itself as a leader in the conditional food industry across Vietnam and Asia, focusing on delivering value through enjoyable, nutritious, and convenient products Their signature offerings include snail ice cream cinnamon, ice cream sticks, ice cream cups, and ice cream boxes, all designed to enhance the quality of life with happy values.
To enhance the market share of Celano ice cream in the business and travel sectors, we are excited to introduce "Celano Pop-cream," a new ice cream product designed for on-the-go enjoyment This launch is supported by a well-crafted marketing strategy, leveraging KIDO Foods' robust resources to facilitate smooth product implementation Our approach focuses on targeted market segments and strategic positioning, ensuring we effectively reach and engage our desired customers.
SWOT & Macro - Environment Analysis
SWOT
It is a subsidiary of a huge Kinh Do firm and is heavily invested in a variety of fields.
Celano is well-known, especially among young people.
Kido Company dominates the ice cream market, particularly with Celano as the premium ice cream market leader.
To accommodate a variety of needs, we provide a wide range of tastes in a variety of packaging options.
There are numerous new and distinctive ice cream flavors.
The pricing will be higher than competitors because the target market is middle-class people.
There is currently no factory in the Central region.
Customers have not been drawn in by the design of the ice cream cabinet or the ice cream products.
Celano still has not taken advantage of amusement parks, which are popular with teenagers.
The packaging is primarily constructed of non- environmentally friendly nylon.
Celano Pop Cream is a specialized marketing management topic that focuses on innovative marketing strategies and plans This approach aims to enhance brand visibility and consumer engagement through targeted campaigns By leveraging market research and consumer insights, Celano Pop Cream develops effective marketing solutions tailored to meet specific audience needs The emphasis is on creating memorable experiences that resonate with customers, ultimately driving sales and brand loyalty.
Celano Pop Cream is implementing specialized marketing management plans to enhance its brand visibility and reach These strategic marketing initiatives are designed to effectively target key demographics and boost consumer engagement By focusing on tailored marketing strategies, Celano Pop Cream aims to establish a strong market presence and drive sales growth.
According to emotions, ice cream is the most popular FMCG item.
The hot climate in Vietnam provides a tremendous opportunity for the ice cream business to grow.
The novelty of the product piques people's interest.
The young population represents a large potential consumer base for the fast food and ice cream industries.
When more ice cream brands are served at the shop, the market becomes more competitive.
Health issues are more concerned, especially after the epidemic
People tend to save money on eating out and recreation as a result of the epidemic's influence.
Consumers' desire for high- quality goods at a reasonable price is growing by the day.
Macro - Environment Analysis
Despite the severe economic downturn experienced by many countries due to the Covid-19 pandemic, Vietnam has demonstrated resilience with an estimated GDP growth rate of 2.91% This growth has contributed to an increase in the standard of living, leading to higher consumer spending as individuals are more willing to invest in their daily lives (GSO, 2021).
- The stable political situation is decisive in economic development, creating jobs, increasing incomes for Vietnamese workers, and increasing social consumption needs.
Legal regulations in the frozen ice cream industry primarily revolve around food safety and consumer protection, areas that KIDO Foods has prioritized for many years as part of its long-term strategy.
As society evolves, lifestyles are improving and consumer demands are rising, with a growing emphasis on quality standards and food safety Additionally, customers are increasingly prioritizing their travel and entertainment preferences.
Celano Pop Cream Marketing Plan focuses on specialized marketing management strategies tailored to enhance brand visibility and engagement By leveraging innovative techniques and targeted campaigns, the plan aims to effectively promote Celano Pop Cream in a competitive market Key elements include audience analysis, creative content development, and multi-channel distribution to maximize reach and impact The goal is to establish a strong market presence and drive consumer interest in Celano Pop Cream, ensuring sustainable growth and brand loyalty.
As tourism continues to rise, the demand for food, particularly ice cream, is also increasing To capitalize on this trend, manufacturers should consider implementing specialized marketing plans that effectively target this growing market By focusing on innovative marketing management strategies, businesses can enhance their visibility and attract more customers to their ice cream products.
Vietnam's population exceeds 98 million, with a significant youth demographic The 2019 Census highlights that the most populous age group is 25-29 years, representing 8.78% of the population, closely followed by those aged 30-34 at 8.72% KIDO Foods primarily targets customers who are students in this young age bracket.
12 - 30 years old, so this is a potential market for KIDO to develop its ice cream industry.
KIDO Foods boasts the most advanced ice cream production line in the region, adhering to European standards, as highlighted in the KDC Annual Report 2020 The company has invested entirely in new machinery and equipment, ensuring that each production line is an optimal blend of state-of-the-art technology sourced from various countries Additionally, KIDO Foods maintains a highly professional distribution system tailored for the frozen ice cream industry.
Our country experiences a tropical monsoon climate characterized by distinct rainy and dry seasons, which presents challenges for businesses like KIDO Foods in preserving and transporting ice cream These weather conditions significantly influence product consumption, as demand tends to rise during the dry season while declining in the rainy season, complicating sales efforts.
Competitors
❖ Two direct competitors of the premium ice cream of KIDO Foods
"Celano Pop-cream" in the domestic market are Vinamilk's Twin Cows and Unilever's Cornetto.
- Vinamilk's Twin Cows Ice Cream:
Overview: Vinamilk is the leading nutrition company in
Vietnam in terms of sales and growth with a nationwide distribution network, factory system and member units.
Vinamilk's new products have helped its ice cream segment to rank third in the ice cream market, in 2020
Celano Pop Cream is a unique product that requires a specialized marketing management approach to effectively reach its target audience The marketing plan for Celano Pop Cream focuses on innovative strategies that highlight its distinct qualities and benefits By leveraging digital marketing techniques and social media platforms, the plan aims to create brand awareness and engage potential customers Furthermore, the marketing strategy emphasizes collaboration with influencers and partnerships to enhance visibility and drive sales Overall, a tailored marketing management plan is essential for the successful promotion of Celano Pop Cream in a competitive market.
Celano Pop Cream is focused on developing specialized marketing management plans to enhance brand visibility and engagement Our strategic approach aims to optimize marketing efforts, ensuring effective outreach and customer connection By implementing tailored marketing strategies, we strive to position Celano Pop Cream as a leader in the market, driving growth and consumer loyalty.
Vinamilk will account for 9.1% of the ice cream market share in the Vietnamese market (Euromonitor, 2020).
Product: Products of the high-class ice cream line in the
Vinamilk produces its ice cream products, including the popular Twin Cows line, directly in domestic factories, sourcing high-quality raw materials from both local and international suppliers Available in five irresistible flavors—Chocolate, Vanilla, Green Tea, Tiramisu, and Strawberry Cheese—these ice creams feature luxurious and diverse packaging Notably, Vinamilk's Twin Cows ice cream is free from preservatives and packed with essential nutrients, ensuring a safe and healthy treat for consumers.
Overview: As a company that owns 5 of the 10 most valuable ice cream brands in the world (First Vietnam,
In 2020, Unilever ventured into the Vietnamese ice cream market, aiming to provide high-quality services tailored to local customers Despite its efforts, Unilever currently holds an 11% market share, positioning it behind KIDO Foods, the market leader in Vietnam's ice cream sector (Euromonitor, 2020).
Product: Cornetto ice cream products are targeted by
Unilever offers exceptional customer service and features vibrant packaging with enticing flavors, including a unique blend of cotton candy and marshmallows that appeal to young consumers However, the company currently imports ice cream from Thailand, leading to higher prices and less efficient logistics compared to local competitor KIDO, intensifying competition in the ice cream market.
❖ Currently, indirect competitors in the ice cream segment ofKIDO Foods are many when there are domestic and foreign businesses investing in the ice cream food segment in Vietnam.
Celano Pop Cream's marketing plan focuses on specialized marketing management strategies to effectively promote its unique product offerings By leveraging targeted marketing techniques, the plan aims to enhance brand visibility and engage with potential customers Key components include identifying market trends, utilizing social media platforms, and implementing promotional campaigns that resonate with the target audience This comprehensive approach is designed to drive sales and establish Celano Pop Cream as a leader in the market.
Celano Pop Cream is set to launch a specialized marketing plan aimed at enhancing brand visibility and engagement This comprehensive strategy focuses on targeted marketing management to effectively reach the desired audience By leveraging innovative techniques, Celano Pop Cream aims to establish a strong market presence and drive sales growth.
Objectives
In its first year after launch, KIDO Foods achieved impressive sales figures, with 87 million products sold across various distribution channels This success is supported by a network of 120,000 retailers, averaging two product sales per point of sale each day.
- In the first quarter of 2022: Increase the number of new customers to distribution channels and reach 5 million products.
- Maintain positive and strong growth each quarter Achieve a steady increase in market penetration.
- The new product quickly reached target customers and became one of the best-selling products of the year.
Segmentation, Targeting and Positioning strategy
Segmentation strategy
KIDO Foods has identified Celano Pop-cream as a key product segment aimed at individuals aged 12 to 30 This demographic is characterized by a propensity for travel and a willingness to explore innovative and trendy products.
Psychological research suggests that employing distinctive and visually appealing product images in advertising can effectively evoke the delicious taste of the product, stimulating a desire in potential customers to own and experience it.
To enhance the accessibility of ice cream for travelers, Pop-cream products will be promoted primarily in tourist destinations, particularly near amusement parks, in addition to existing retail channels.
Targeting strategy
We are excited to introduce our latest product, "Celano Pop-cream," designed specifically for the modern lifestyle of customers aged 12 to 30 This unique offering caters to those who appreciate flavors in their own distinctive way and seek enjoyable experiences during their outings.
- With KIDO Foods' target market marketing, the company aims for a marketing mix for the entire market segment With a
Celano Pop Cream's marketing strategy focuses on specialized management techniques to effectively promote its unique products By leveraging targeted marketing plans, the brand aims to enhance visibility and engage with its audience The strategy emphasizes innovative approaches to capture consumer interest and drive sales Additionally, Celano Pop Cream prioritizes understanding market trends and consumer preferences to tailor its marketing efforts effectively Overall, the brand's commitment to specialized marketing management is key to its growth and success in a competitive landscape.
Celano Pop Cream's marketing plan focuses on a targeted approach, catering to a specific demographic with shared characteristics such as age and interests This mixed marketing strategy is not only cost-effective but also helps establish a cohesive brand image in the minds of consumers.
Positioning strategy
- Product positioning: KIDO Foods positions the Celano ice cream line as a high-class ice cream line, so Pop-cream with quality imported ingredients meets the delicate needs of consumers.
And the company is constantly looking for new flavor trends to attract more customers.
In the competitive ice cream industry, major players like Vinamilk and Unilever are focused on product innovation and optimizing production processes to boost their market share In response, KIDO Foods is dedicated to developing new products, sourcing diverse raw materials, and enhancing production techniques with advanced technology to sustain and grow its market presence.
We strive to offer premium products that are not only delicious but also nutritious, ensuring they align with the health needs of our target age group.
Marketing Mix Strategies
Product strategy
Introducing "Celano Pop-cream," our innovative line of ice cream products inspired by cake pops Each spherical treat measures 4cm in diameter and features a delightful three-layer design.
Ice cream filling with three different flavors: cookie cream, banana milk, and vanilla with melted caramel in the centre.
The thin layer of sponge cake provides just enough crunch to add to the interestingness of this ice cream without being too thick to boring customers.
Chocolate coating with healthy nuts like walnuts,almonds, etc., or multicolored candy nuggets.
Celano Pop Cream is a specialized marketing management plan designed to enhance brand visibility and engagement This strategic approach focuses on innovative marketing tactics tailored to the unique needs of the product By leveraging targeted campaigns and consumer insights, Celano Pop Cream aims to capture the attention of its audience effectively The marketing strategy emphasizes the importance of digital presence and social media engagement to drive sales and brand loyalty Overall, the plan outlines a comprehensive framework for promoting Celano Pop Cream in a competitive market.
Celano Pop Cream is launching a specialized marketing plan focused on effective marketing management strategies This initiative aims to enhance brand visibility and engage target audiences through tailored campaigns By implementing innovative marketing techniques, Celano Pop Cream seeks to strengthen its market presence and drive sales growth.
- All of the ingredients for Pop-cream will be imported from abroad and rigorously tested for food safety before being used in manufacture.
To align with the preferences of today's youth, we prioritize natural ingredients that provide sweetness and fat while minimizing sugar content, catering to the trend of reduced sweetness in diets.
The Celano Pop-cream logo features elegant white lettering with a black border, exuding a sense of sophistication and refinement The addition of the phrase "Premium Trip Special" subtly underscores the brand's high-end status, while also emphasizing the convenience and portability of its ice cream products, making them perfect for outings and special trips.
Picture 2: Poster Celano Pop-cream design
- The Pop-creamrange will be packaged in a paper box and an ice cream bag.
Each individual Pop-cream will be wrapped with the cream on top, similar to how a lollipop is packaged.
Furthermore, in order for customers to explore a variety of flavors, we will design the packaging to sell in a combo of two products wrapped in a rectangular bag, similar to the
Celano Pop Cream is at the forefront of specialized marketing management, offering innovative marketing plans tailored to meet the unique needs of the brand Our strategies focus on enhancing brand visibility and engagement through targeted campaigns By leveraging data-driven insights, we create effective promotional strategies that resonate with our audience Our commitment to excellence ensures that Celano Pop Cream stands out in a competitive market, driving customer loyalty and increasing sales Discover how our specialized marketing management can elevate your brand's presence and success.
Celano Pop Cream offers specialized marketing plans that focus on effective management strategies to enhance brand visibility The product features innovative packaging options, allowing customers to choose between a single flavor or a delightful random mix of two flavors per pack This approach not only caters to diverse consumer preferences but also aims to boost sales and engagement in the competitive market.
For a paper box: There are two types:
A small package will contain three Pop-cream flavors: the same flavor or all three flavors/box, with two sticks attached to the lid.
A large package contains 5 Pop-creamice cream flavors in two options: the same flavor or all three random flavors/box, with two sticks attached to the lid.
- The top of each package displays the product name, taste, nutritional information about the ingredients in the ice cream, and extensive and clear suggestions for product identification and selection.
- The color of the packaging will relate to the cream flavor, for example, banana ice cream will have yellow packaging.
We will create unique package designs for Tet, Valentine's Day, and Christmas, including gift boxes and ice cream bouquets, offering consumers thoughtful gift options for their loved ones.
Pricing strategy
We aim to enhance health and nutrition while understanding customer psychology regarding value for money Our premium Pop-cream products are priced to reflect the high-quality ingredients used, yet we offer them at a competitive and relatively affordable price compared to other brands in the market.
For our Pop-cream line, we will implement a market penetration and product quality pricing strategy The ongoing market volatility from the Covid-19 pandemic has heightened price sensitivity among consumers, making it essential to launch our products at competitive prices to effectively attract and engage customers.
Table 2: Selling price per unit of product in distribution channels (VND)
Celano Pop Cream is a specialized marketing management topic that focuses on innovative strategies and plans to enhance brand visibility and consumer engagement By leveraging targeted marketing techniques, Celano Pop Cream aims to create a unique position in the competitive landscape The marketing plan emphasizes the importance of understanding consumer preferences and utilizing data-driven insights to optimize campaigns Additionally, it highlights the role of social media and digital marketing in reaching a broader audience Ultimately, the goal is to establish Celano Pop Cream as a leader in its niche, driving sales and fostering brand loyalty.
Celano Pop Cream is launching a specialized marketing plan aimed at enhancing brand visibility and engagement This strategic approach focuses on effective marketing management techniques tailored to the unique characteristics of the product By leveraging targeted campaigns and innovative strategies, Celano Pop Cream aims to capture the attention of its audience and drive sales growth.
Type Quantity Selling price/unit
Bag 1 tablet/bag 17.000 179.000/ carton/ 12 bag
Paper box 3 tablets/box 46.000 329.000/ carton/ 8 boxes
5 tablets/box 75.000 539.000/ carton/ 8 product boxes
- Capturing the mind of the Vietnamese consumer philosophy is that price goes hand in hand with quality, we use a psychological pricing strategy, balancing price with product quality.
Distribution strategy
- The group always pays attention to how customers buy products and where customers will receive the products that the group provides to serve and take good care of customers.
KIDO Foods has successfully reached over 120,000 retail locations nationwide, leveraging a wide distribution strategy for its ice cream products Given the fast-moving nature of ice cream in Vietnam's hot climate, this approach ensures that customers can conveniently purchase products without compromising quality.
The launch of "Celano Pop-cream" ice cream specifically targets travel enthusiasts, with strategically placed ice cream cabinets at amusement parks and eco-tourism sites to attract customers.
- With the goal of "Spreading passion" not only in places like ecotourism areas, but KIDO Foods wants to increase sales of products, it must connect more retail, grocery, and
Celano Pop Cream Marketing Plan focuses on specialized marketing management strategies tailored to enhance brand visibility and consumer engagement This plan emphasizes innovative promotional techniques and targeted outreach to effectively reach the desired audience By leveraging market research and consumer insights, Celano aims to create a unique positioning in the competitive landscape of the cream industry The objective is to develop a cohesive marketing strategy that drives sales and fosters brand loyalty among customers.
Celano Pop Cream is implementing a specialized marketing plan aimed at convenience stores and supermarkets nationwide This strategy focuses on quickly reaching customers to maximize profits for businesses By targeting these retail outlets, Celano Pop Cream aims to enhance its market presence and drive sales effectively.
Marketing communications strategy
- Post articles announcing the arrival of “Celano Pop-cream” on social media platforms such as Facebook, Youtube, and the company's official website.
- Run ads to promote products on social networking sites such as Instagram, Facebook, and outdoor ads such as posters, billboards on buses, bus shelters, taxis,
- Post videos, clips, and images of Celano Pop-cream products along with offers when buying new products through social networking platforms and on company websites.
- For entertainment and tourist destinations, we print posters about products at the point of sale, increasing purchase stimulation.
- Organize events, programs to match winning stamps, and give- aways on Facebook pages.
Customers who check in with the "Celano Pop-cream" product and present an invoice exceeding 99,000 at the point of sale will receive one additional product of the same value in a different variety.
- Using the bundled promotion, for bills over 179.000, you will be given a thermos bag to store ice cream.
During the holiday season, including Tet, customers can take advantage of special discounts on their purchases For instance, buying a combo of three ice cream boxes will entitle you to a 10% discount, while purchasing two boxes of five ice creams will earn you a complimentary Pop-cream of any flavor.
- Press release about the product with ingredient information and product packaging design.
- Invite KOL to participate in outings and travel to create product review clips called “Celano Pop-cream” when used at entertainment spots in the most authentic and vivid way.
Celano Pop Cream offers specialized marketing management plans designed to enhance brand visibility and engagement Our tailored strategies focus on maximizing market reach and driving customer loyalty By leveraging innovative marketing techniques, we ensure that Celano Pop Cream stands out in a competitive landscape Our comprehensive approach includes digital marketing, social media campaigns, and targeted promotions, all aimed at boosting sales and brand recognition Trust our expertise to elevate your marketing efforts and achieve your business goals effectively.
Celano Pop Cream is launching a specialized marketing plan aimed at enhancing brand visibility and engagement This strategic approach focuses on effective marketing management to optimize outreach and drive consumer interest By implementing targeted campaigns, Celano Pop Cream aims to establish a strong market presence and connect with its audience more effectively.
- Combined with tourist attractions, amusement parks set up game counters to accumulate vouchers and gifts such as Pop- cream products.
- Sponsor music, sports, etc programs for young people.
- Coordinate with staff at retail points in introducing and advertising Celano Pop-cream products as well as surveying customers' reactions to products.
- During the first month of the product's launch, the company will send experienced employees to supermarkets or large amusement parks to directly introduce and promote the product.
Marketing research
KIDO Foods has strategically positioned its ice cream product lines across various distribution channels, including supermarkets, retailers, and popular tourist destinations, enhancing visibility among consumers Influential KOLs promote "Celano Pop-cream" at these locations, generating extensive recommendations that provide valuable feedback for the company This feedback, combined with research studies, allows KIDO Foods to measure brand awareness and consumer attitudes toward competitors By understanding customer needs and market expectations, KIDO can refine product quality and effectively target the young market segment Additionally, ongoing research enables timely adjustments to marketing strategies and communication messages, attracting potential customers KIDO Foods also utilizes customer satisfaction studies to assess market response during the pandemic, ensuring they remain responsive to consumer demands.
Action plan
Celano Pop Cream specializes in innovative marketing management strategies tailored to enhance brand visibility and engagement Our comprehensive marketing plan focuses on leveraging digital platforms to reach target audiences effectively By utilizing data-driven insights, we aim to create compelling campaigns that resonate with consumers Our approach combines creativity and analytics to ensure maximum impact and return on investment Partner with us to elevate your brand's presence in a competitive market and drive sustainable growth.
Celano Pop Cream is implementing specialized marketing management plans to enhance its market presence The focus is on developing targeted strategies that align with consumer preferences and industry trends By leveraging innovative marketing techniques, Celano Pop Cream aims to effectively reach its audience and boost brand awareness These comprehensive marketing plans are designed to drive sales and foster customer loyalty in a competitive landscape.
Use personal selling to introduce Celano Pop- cream products.
7 million products were sold in the first month after launching at 120,000 retail points across the country.
Press release on the product on the company website.
Upload videos and product images on Celano's online pages.
Advertise on social media platforms.
Introduce products directly to consumers through the staff of KIDO Foods.
Focus on promoting personal selling with bonus promotions during the Lunar New Year.
Collaborate with KOLs to advertise products.
Coordinate with staff at retail to introduce and suggest Tet's gifts.
Reaching 1 million ad views on
16 million products were sold in two months.
With a bill over 149.000, get 1 lucky money envelope for Nham Dan, including 5 pieces, 2 weeks before Tet.
Invite KOLs to film Tet TVC.
CreateValentine gift boxes withPop-creams with the main colors being white and red.
Celano Pop Cream is a specialized marketing management plan designed to enhance brand visibility and engagement This strategic approach focuses on innovative marketing tactics tailored to the unique needs of the Celano Pop Cream brand By leveraging targeted campaigns and consumer insights, the plan aims to effectively reach and resonate with the target audience Emphasizing creativity and adaptability, the marketing strategy seeks to establish a strong market presence and drive sales growth for Celano Pop Cream.
Celano Pop Cream is focused on developing specialized marketing plans to enhance brand visibility and engagement Our strategic marketing management approach ensures that we effectively reach our target audience while optimizing our promotional efforts By implementing tailored marketing strategies, we aim to elevate the Celano Pop Cream brand and drive sales growth.
Create game events that promote public relations.
Organized a check-in event to attract customers at a tourist destination with 1 million check-ins during the 2 weeks of the holiday from April 30 to May 1.
Reaching the number of 25 million products sold in 3 months.
Actively promote product images on social networking platforms.
Combined with tourist sites to organize a game counter to win Celano products.
During the check-in period, when buying a combo of 3 ice cream boxes, you will receive 10% off for 2 weeks of the holiday 30/2-1/5.
Organize activities and make summer greeting posters for young people.
Reaching the number of 10 million products sold in one months.
2 boxes of 5 ice-creams and get 1 free of any flavor (applied at tourist attractions).
Improve product image promotion on social networking
Celano Pop Cream Marketing Plan focuses on specialized marketing management strategies tailored to enhance brand visibility and consumer engagement By leveraging innovative promotional tactics and targeted advertising, the plan aims to effectively reach potential customers and boost sales Emphasizing the unique qualities of Celano Pop Cream, the marketing strategy incorporates digital marketing, social media campaigns, and influencer partnerships to create a strong online presence Continuous analysis and adaptation of the marketing approach will ensure sustained growth and customer loyalty in a competitive market.
Celano Pop Cream is focused on developing specialized marketing plans to enhance brand visibility and engagement Our marketing management strategies are designed to effectively target and reach the desired audience, ensuring optimal results By implementing innovative marketing techniques, we aim to elevate Celano Pop Cream's market presence and drive sales growth.
Post product images through public relations.
We achieved sales of 11 million products.
Sponsor music, sports, and entertainment programs for young people.
"Back to School", any five boxes of ice cream will include a Pop- cream ball- point pen.
10 million products were sold in two months.
Organize a give-away on Facebook with surveys and lucky games during Black Friday week.
Collect stamps on packages to win prizes equivalent to the corresponding levels given.
Reaching the number of 8 million products sold in one months.
With a bill over 199.000, get 1 gift of Celano's exclusive
Celano Pop Cream is a unique product that requires a tailored marketing strategy to effectively reach its target audience The marketing plan should focus on highlighting the product's distinctive features and benefits, ensuring that it stands out in a competitive market Utilizing various digital marketing channels, such as social media and influencer partnerships, can enhance brand visibility and engagement Additionally, implementing SEO best practices will help attract organic traffic, making it easier for potential customers to discover Celano Pop Cream online By combining creative marketing tactics with data-driven insights, the strategy can maximize impact and drive sales growth.
Celano Pop Cream is focused on specialized marketing management strategies to enhance brand visibility and product engagement Our marketing plan includes creating dynamic clips that showcase our products effectively, ensuring we capture the attention of our target audience By implementing tailored marketing tactics, we aim to drive customer interest and boost sales for Celano Pop Cream.
If there is a COVID-19 epidemic, we will focus on distribution channels at tourist destinations and densely populated areas.
Support customers by ordering ice cream products at retail points.
Reduce personal selling activities and instead increase interaction with articles on social networking platforms like Facebook and Tiktok.
Cooperation with KOLs continues to bring more popular product images to target customers.
Reduce the target from 87 million products sold in one year to
27 million products sold at 120,000 retail locations.
Logo KIDO Foods
KIDO Foods is a leading company in the frozen foods sector, particularly renowned for its ice cream products The company initially introduced three key brands: Merino, KIDO Foods Premium (which later evolved into Celano), and Wel Yo With a commitment to sustainability and a strong brand presence, KIDO Foods has successfully captured a significant portion of the market, achieving a remarkable 43.1% market share in the ice cream industry, surpassing major competitors (Euromonitor, 2019).
In 2020, KIDO Foods continues to lead with a 43.5% market share,far ahead of other major competitors such as Unilever Vietnam with11.1% and Vinamilk with 9.1% (Euromonitor, 2020).
Celano Pop Cream is a unique product that requires specialized marketing management to effectively reach its target audience Developing a comprehensive marketing plan is essential for promoting Celano Pop Cream, focusing on its distinctive features and benefits By leveraging various marketing strategies, including digital marketing, social media engagement, and influencer partnerships, we can enhance brand visibility and drive consumer interest Additionally, understanding market trends and consumer preferences will help tailor our approach, ensuring that Celano Pop Cream stands out in a competitive landscape Implementing these strategies will ultimately contribute to the product's success and growth in the market.
Celano Pop Cream is launching a specialized marketing plan aimed at enhancing brand visibility and engagement This comprehensive strategy focuses on effective marketing management to target key demographics and boost sales By leveraging innovative marketing techniques, Celano Pop Cream aims to establish a strong presence in the competitive market The plan is designed to optimize outreach and foster customer loyalty, ensuring long-term success for the brand.
KDC aims to establish itself as a leader in the conditional food sector in Vietnam and across Asia, focusing on delivering value through enjoyable, nutritious, and convenient products Key offerings include snail ice cream cinnamon, ice cream sticks, ice cream cups, and ice cream boxes, all designed to enhance the quality of life with happy values (KDC Annual Report, 2020).
To enhance the market share of Celano ice cream in the business and travel sectors, we are excited to introduce "Celano Pop-cream," a new ice cream product tailored for on-the-go consumers This product launch is supported by a well-crafted marketing strategy, leveraging KIDO Foods' robust resources to facilitate smooth implementation By focusing on specific market segments and effective positioning, we aim to successfully engage our target customers and drive growth.
3 SWOT & Macro - Environment Analysis 3.1 SWOT
It is a subsidiary of a huge Kinh Do firm and is heavily invested in a variety of fields.
Celano is well-known, especially among young people.
Kido Company dominates the ice cream market, particularly with Celano as the premium ice cream market leader.
To accommodate a variety of needs, we provide a wide range of tastes in a variety of packaging options.
There are numerous new and distinctive ice cream flavors.
The pricing will be higher than competitors because the target market is middle-class people.
There is currently no factory in the Central region.
Customers have not been drawn in by the design of the ice cream cabinet or the ice cream products.
Celano still has not taken advantage of amusement parks, which are popular with teenagers.
The packaging is primarily constructed of non- environmentally friendly nylon.
Celano Pop Cream is a unique product that requires a specialized marketing management plan to effectively reach its target audience The marketing strategy should focus on highlighting the product's distinct features and benefits, utilizing various digital marketing channels to maximize visibility Engaging content, social media promotions, and influencer partnerships can enhance brand awareness and drive consumer interest Additionally, analyzing market trends and consumer feedback will be essential for refining the marketing approach and ensuring sustained growth in a competitive landscape.
Celano Pop Cream is launching a specialized marketing management plan aimed at enhancing brand visibility and engagement This strategic approach focuses on tailored marketing initiatives that resonate with target audiences By implementing effective marketing strategies, Celano Pop Cream seeks to establish a strong market presence and drive customer loyalty The plan emphasizes innovative tactics to capture consumer interest and promote product awareness in a competitive landscape.
According to emotions, ice cream is the most popular FMCG item.
The hot climate in Vietnam provides a tremendous opportunity for the ice cream business to grow.
The novelty of the product piques people's interest.
The young population represents a large potential consumer base for the fast food and ice cream industries.
When more ice cream brands are served at the shop, the market becomes more competitive.
Health issues are more concerned, especially after the epidemic
People tend to save money on eating out and recreation as a result of the epidemic's influence.
Consumers' desire for high- quality goods at a reasonable price is growing by the day.
Despite the significant economic downturn experienced by many countries due to the Covid-19 pandemic, Vietnam demonstrated resilience with an estimated GDP growth rate of 2.91% This growth has contributed to an increase in the standard of living, leading to higher consumer spending as individuals are more willing to invest in their daily lives (GSO, 2021).
- The stable political situation is decisive in economic development, creating jobs, increasing incomes for Vietnamese workers, and increasing social consumption needs.
Legal regulations governing the frozen ice cream industry primarily focus on food safety and consumer protection KIDO Foods has long prioritized these issues, viewing them as integral to its long-term strategy.
As lifestyles continue to evolve, there is a growing emphasis on quality standards, food hygiene, and safety among consumers This shift reflects an increasing awareness of health and wellness, while also highlighting the importance of travel and entertainment preferences in today's society.
Celano Pop Cream is a unique product that requires a specialized marketing management plan to effectively reach its target audience By focusing on innovative strategies and tailored campaigns, we can enhance brand visibility and drive customer engagement Implementing data-driven marketing techniques will ensure that our promotional efforts align with consumer preferences, ultimately leading to increased sales and market share Continuous analysis and adaptation of our marketing strategies will be essential for maintaining a competitive edge in the dynamic market landscape.
As tourism continues to rise, the demand for food, particularly ice cream, is also increasing This presents a significant opportunity for manufacturers to implement specialized marketing management plans tailored to the unique needs of the ice cream market By focusing on effective marketing strategies, manufacturers can capitalize on this growing trend and enhance their market presence in the competitive food industry.
Vietnam's population exceeds 98 million, with a significant youth demographic; the 2019 Census indicates that the 25-29 age group constitutes 8.78% of the population, followed closely by the 30-34 age group at 8.72% KIDO Foods primarily targets this young audience, focusing on students as their main customer base.
12 - 30 years old, so this is a potential market for KIDO to develop its ice cream industry.
KIDO Foods boasts the most advanced ice cream production line in the region, adhering to European standards, as noted in the KDC Annual Report 2020 The company has invested entirely in new machinery and equipment, ensuring that each production line is an optimal blend of cutting-edge technology sourced from various countries Additionally, KIDO Foods maintains a highly professional distribution system within the frozen ice cream sector.
Our country experiences a tropical monsoon climate characterized by distinct rainy and dry seasons, presenting challenges for businesses like KIDO Foods in preserving and transporting ice cream The weather significantly influences product consumption, with demand peaking during the dry season and declining in the rainy season, complicating sales efforts.
❖ Two direct competitors of the premium ice cream of KIDO Foods
"Celano Pop-cream" in the domestic market are Vinamilk's Twin Cows and Unilever's Cornetto.
- Vinamilk's Twin Cows Ice Cream:
Overview: Vinamilk is the leading nutrition company in
Vietnam in terms of sales and growth with a nationwide distribution network, factory system and member units.
Vinamilk's new products have helped its ice cream segment to rank third in the ice cream market, in 2020
Poster Celano Pop-cream design
- The Pop-creamrange will be packaged in a paper box and an ice cream bag.
Each individual Pop-cream will be wrapped with the cream on top, similar to how a lollipop is packaged.
Furthermore, in order for customers to explore a variety of flavors, we will design the packaging to sell in a combo of two products wrapped in a rectangular bag, similar to the
Celano Pop Cream Marketing Plan focuses on specialized marketing management strategies to effectively promote the product This plan outlines key tactics to enhance brand visibility, engage target audiences, and drive sales By leveraging market research and consumer insights, Celano aims to position its pop cream as a leading choice in the competitive landscape The marketing approach includes digital campaigns, social media engagement, and influencer partnerships to maximize reach and impact Ultimately, the goal is to create a strong brand identity and foster customer loyalty through innovative marketing initiatives.
Celano Pop Cream is launching a new marketing plan that focuses on specialized marketing management The updated packaging offers two options for consumers: they can choose either a single flavor or a random mix of two different flavors per pack This strategy aims to enhance customer engagement and satisfaction while promoting the unique offerings of Celano Pop Cream.
For a paper box: There are two types:
A small package will contain three Pop-cream flavors: the same flavor or all three flavors/box, with two sticks attached to the lid.
A large package contains 5 Pop-creamice cream flavors in two options: the same flavor or all three random flavors/box, with two sticks attached to the lid.
- The top of each package displays the product name, taste, nutritional information about the ingredients in the ice cream, and extensive and clear suggestions for product identification and selection.
- The color of the packaging will relate to the cream flavor, for example, banana ice cream will have yellow packaging.
We are excited to introduce our exclusive package designs for Tet, Valentine's Day, and Christmas, featuring unique gift boxes and delightful ice cream bouquets These specially crafted gifts are perfect for consumers looking to surprise their loved ones with thoughtful presents for any occasion.
At our core, we're driven by a passion to bring joy and value to the realms of health and nutrition, while also understanding the psychology of customers seeking products that offer a fair return on their investment With this in mind, we've carefully priced our premium Pop-cream products to reflect the exceptional quality of their ingredients, resulting in a finished product that boasts a high-end price point Notably, our pricing strategy positions us competitively, offering a relatively affordable option for customers compared to similar products on the market.
We will implement a market penetration and product quality pricing strategy for our Pop-cream line, as the Covid-19 pandemic has led to significant market volatility and heightened price sensitivity among consumers By launching our products at competitive prices, we aim to attract a larger customer base in this sensitive market.
Table 2: Selling price per unit of product in distribution channels (VND)
Celano Pop Cream is at the forefront of innovative marketing strategies, focusing on specialized marketing management to enhance brand visibility and engagement Our comprehensive marketing plan leverages targeted campaigns, social media outreach, and influencer partnerships to effectively reach our audience By analyzing market trends and consumer behavior, we tailor our approach to maximize impact and drive sales Our commitment to excellence in marketing management ensures that Celano Pop Cream stands out in a competitive marketplace, fostering lasting connections with our customers.
Celano Pop Cream is implementing specialized marketing management plans to enhance its brand visibility and customer engagement The focus is on developing targeted strategies that cater to specific market segments, ensuring effective outreach and promotion By leveraging innovative marketing techniques, Celano Pop Cream aims to boost its market presence and drive sales growth.
Type Quantity Selling price/unit
Bag 1 tablet/bag 17.000 179.000/ carton/ 12 bag
Paper box 3 tablets/box 46.000 329.000/ carton/ 8 boxes
5 tablets/box 75.000 539.000/ carton/ 8 product boxes
- Capturing the mind of the Vietnamese consumer philosophy is that price goes hand in hand with quality, we use a psychological pricing strategy, balancing price with product quality.
- The group always pays attention to how customers buy products and where customers will receive the products that the group provides to serve and take good care of customers.
KIDO Foods has successfully reached over 120,000 retail locations nationwide, leveraging a broad distribution strategy to ensure that its ice cream products, which thrive in Vietnam's hot climate, remain accessible to customers This approach allows consumers to purchase high-quality ice cream conveniently, without concerns about product quality.
The launch of "Celano Pop-cream" ice cream specifically targets travel enthusiasts, leading to the strategic placement of dedicated ice cream cabinets in amusement parks and eco-tourism locations to attract a larger customer base.
- With the goal of "Spreading passion" not only in places like ecotourism areas, but KIDO Foods wants to increase sales of products, it must connect more retail, grocery, and
Celano Pop Cream specializes in innovative marketing strategies tailored to enhance brand visibility and engagement Our comprehensive marketing plan focuses on leveraging digital platforms to reach a broader audience, utilizing social media campaigns, influencer partnerships, and targeted advertising We prioritize understanding market trends and consumer behavior to create effective promotional tactics that resonate with our target demographic By implementing data-driven approaches, Celano Pop Cream aims to optimize marketing efforts, drive sales, and foster customer loyalty in a competitive landscape.
Celano Pop Cream is implementing specialized marketing management plans targeting convenience stores and supermarkets nationwide The goal is to swiftly connect with customers, thereby maximizing profits for businesses.
- Post articles announcing the arrival of “Celano Pop-cream” on social media platforms such as Facebook, Youtube, and the company's official website.
- Run ads to promote products on social networking sites such as Instagram, Facebook, and outdoor ads such as posters, billboards on buses, bus shelters, taxis,
- Post videos, clips, and images of Celano Pop-cream products along with offers when buying new products through social networking platforms and on company websites.
- For entertainment and tourist destinations, we print posters about products at the point of sale, increasing purchase stimulation.
- Organize events, programs to match winning stamps, and give- aways on Facebook pages.
Customers who check in with the "Celano Pop-cream" product and present an invoice exceeding 99,000 at the point of sale will receive a complimentary product of equal value in a different variety.
- Using the bundled promotion, for bills over 179.000, you will be given a thermos bag to store ice cream.
During holidays like Tet, customers can take advantage of special discounts on their purchases For instance, buying a combo of three ice cream boxes offers a 10% discount, while purchasing two boxes of five ice creams comes with a complimentary Pop-cream of any flavor.
- Press release about the product with ingredient information and product packaging design.
- Invite KOL to participate in outings and travel to create product review clips called “Celano Pop-cream” when used at entertainment spots in the most authentic and vivid way.
Celano Pop Cream specializes in innovative marketing management strategies tailored to enhance brand visibility and engagement Our comprehensive marketing plan focuses on leveraging digital platforms and social media to reach target audiences effectively By analyzing market trends and consumer behavior, we create customized campaigns that resonate with potential customers Our goal is to establish a strong market presence for Celano Pop Cream, driving sales and fostering brand loyalty through strategic marketing initiatives.
Celano Pop Cream is launching a specialized marketing plan aimed at enhancing brand visibility and engagement The marketing management strategy focuses on targeted outreach and innovative promotional tactics By leveraging digital platforms and consumer insights, the campaign aims to effectively connect with the target audience This comprehensive approach is designed to drive sales and establish Celano Pop Cream as a leader in the market.
- Combined with tourist attractions, amusement parks set up game counters to accumulate vouchers and gifts such as Pop- cream products.
- Sponsor music, sports, etc programs for young people.
- Coordinate with staff at retail points in introducing and advertising Celano Pop-cream products as well as surveying customers' reactions to products.
- During the first month of the product's launch, the company will send experienced employees to supermarkets or large amusement parks to directly introduce and promote the product.