Final report intergrated marketing communication oreo’s imc plan

While most consumers know Oreo sandwich cookies as two round chocolate chip cookies with a vanilla icing in between, variations of the product can be seen in other countries.. Brand amba

MINISTRY OF FINANCE UNIVERSITY OF FINACE – MARKETING FACULITY OF MARKETING - - FINAL REPORT INTERGRATED MARKETING COMMUNICATION OREO’S IMC PLAN Teacher: Mrs Ninh Duc Cuc Nhat Class: CLC_19DMA10 Group: Student’s name: Nguyễn Anh Quốc 1921005624 Đào Minh Hảo 1921005422 Phạm Quốc Huy 1921005452 Nguyễn Đông Bảo Châu 2021006465 Ngô Gia Cát Bảo 2021007586 Hồ Chí Minh City - 2021 TABLE OF CONTENT Current situation analysis…………………………………………………… 1.1 Introduction about Mondelez Kinh Do………… …………………………4 1.2 Introduction about OREO……………… …………………………………4 1.3 Competitive analysis (Direct competitor analysis)…………………………5 1.4 Current Brand Item Evaluation 4P’s analysis………….………………… 1.5 SWOT……………………………………………… ……………………….5 Key strategy decision (Campaign Objective)…………………………………6 2.1 Business objectives……………………… ………………………………… 2.2 Marketing objectives………………………………………………… …… 2.3 Communication objective……………………………………………………7 2.5 Positioning…………………………………………………………………….7 2.5 Campaign target audience……………………………………………….… Creative strategy……………………………………………………… ………8 Media strategy………………………………………………………………… 4.1 Prepare for communication plan……………………………………………8 4.1.1 Media selected vehicle………………………….………………………… 4.1.2 Big Idea………………………………………………………….………… 4.1.3 Timeline……………………………………………………………………10 4.2 Content plan…………………………………………………………………11 4.2.1 Phase 1: Introduction of new products "Oreo Tet 2022"…………… 11 4.2.2 Phase 2…………………………………………………………………… 12 4.3 Action plan………………………………………………………………… 13 Budget……………………………………………………………………… 13 The effectiveness of the planned marketing communication program… 14 Current situation analysis: 1.1 Introduction about Mondelez Kinh Do - Mondelez Kinh Do is part of Mondelēz International, Inc., which fully acquired the Vietnamese-based corporation in 2016 for a total of $460 million - A global snacking powerhouse with iconic global and local brands such as Cosy biscuits, Kinh Do mooncookies, Solite cookies, Slide potato chips, AFC crackers, OREO cookies, RITZ crackers, LU biscuits, Toblerone chocolate, Cadbury Dairy Milk chocolate, Tang powdered beverage, Halls gum and candy, Trident gum and many more Mondelez Kinh Do Vietnam has successfully launched more than 80 new products in Vietnam in the past six years - In Vietnam, they are now operating in three locations with more than 3,000 employees: the head office in Ho Chi Minh City, two plants in Binh Duong and Hung Yen, Vietnam - Mondelez Kinh Do also focuses on upgrading factories in Vietnam for export purposes Today, the company's products have been exported to 16 countries around the world - The Company's products are generally sold to supermarket chains, wholesalers, supercenters, club stores, mass merchandisers, distributors, convenience stores, gasoline stations, drug stores, value stores and other retail food outlets 1.2 Introduction about OREO - Oreo sandwiches are available in more than 100 countries worldwide While most consumers know Oreo sandwich cookies as two round chocolate chip cookies with a vanilla icing in between, variations of the product can be seen in other countries This shows that Oreo adapts to the different tastes and preferences of local markets around the world - The National Biscuit Company (Nabisco) is the developer of Oreo, which they call Oreo Cookies This product started in 1912 and was trademarked the same year The product has undergone several name changes It was renamed Oreo Sandwich in 1921 and became Oreo Chocolate Sandwich Cookie in 1948 It was eventually changed to Oreo Chocolate Sandwich Cookie, first used in 1974 - In May 2019, Mondelēz International's market price reached $75.23 billion, ranking 117th out of 500 most valuable companies in the world by Fortune Magazine (2018) OREO alone has brought in about $7 billion in revenue for the company - In Vietnam, the biscuit market was worth VND 9.021 billion in 2018, with OREO alone accounting for 4% of the market, equivalent to VND360 billion This has made Mondelēz Kinh Do the largest enterprise in the industry today - Some of Oreo Brand Slogans: Wonderfilled, Milk’s favourite cookie, Only Oreo 1.3 Competitive analysis (Direct competitor analysis) - Some existing competitors:  Nestle: the world's largest food company in terms of revenue and other targets for highly diversified and expanded product portfolios  PepsiCo: famous for its Pepsi brand and other carbonated water, PepsiCo also has a diverse product portfolio - Some potential competitors:  Although the domestic market is flooded with imported confectionery and increasingly competitive, this context is also the motivation for domestic enterprises to make efforts to invest and seek their own advantages Currently, the confectionery market in Vietnam is growing more and more actively, currently the confectionery market in Vietnam is growing more and more vibrantly, making potential competitors: Bibica, Orion, Biscafun, etc 1.4 Current Brand Item Evaluation 4P’s analysis - Price: The price of a box of Oreo Tet in 2021 is 114,000 VND for 342g, 77,000 VND for 199.5g, 35,000 VND of chocolate and vanilla cookie, 38,000 VND of Red Velvet cookie On e-commerce shopping sites like Shopee, prices can be cheaper with some incentives - Place: Oreo's distribution channel is diverse; therefore, it can be found in any store, supermarket chain However, some special edition Oreos such as Oreo Tet only appear on holidays in some locations - Product: Oreo Cross Cookies (352.8g) have a modern, premium tin design inspired by the US with flavors vanilla, chocolate, strawberry and Blueberry More specifically, Oreo Tet cookie with beautiful design, cheerful shades, is a unique gift in the Tet season The cookie is made from select ingredients, rich in nutrients, providing energy to your body when needed, with moderate sweetness It can be used with tea to experience a more attractive taste - Promotion: Mondelez Kinh Do has many promotional strategies for Oreo Tet, such as advertising on official websites, television or other platforms on the Internet Here Mondelez Kinh Do uses push and pull strategies 1.5 SWOT - Strength:  Mondelez Kinh Do is the leading confectionery industry in Vietnam  High quality production line  An attractive workplace - there is a large workforce of 4000 employees  There is a large distribution system  Brand ambassadors for Oreo have a great influence  Oreo cookies have been widely favored by Vietnamese people - Weakness:  Oreo's market share is still low  High production costs due to still depending on imported raw materials  The price is quite high compared to the common ground  Taste of Oreo cookies of special type not yet available on the Vietnamese market - Opportunities:  The rise of Gen Z - the next wave of Vietnamese consumers This is a generation of consumerists, frequently dominated by media and online purchases, which Iseo is focusing on developing  The rise of e-commerce could allow Mondelez Kinh Do to distribute this product more efficiently (Trent, 2019) The purchase of online sales sites, e-commerce channels, online shopping such as Shopee, Lazada, Tiki and social networking sites became more popular during this period because of its convenience, fast, safety, with a variety of types and prices This is an opportunity to promote Oreo, expanding the distribution channel to online  Due to covid-19 pandemic, the trend at home encourages snack buying decisions → retail confectionery is forecast to increase in the coming years  The product design of cookie sandwiches can allow Oreo to create different types of products such as changing the composition for wafers or different flavors (Graham, 2018) - Threat:  Many new manufacturers and brands are born with increasing levels of competition  Fierce market competition with the participation of major confectionery companies (Graham, 2018)  The emerging trend of abandoning products containing high levels of sugar and sodium, affect the Oreo product line People are increasingly concerned about health leading to more caution when consuming confectionery because it is easy to cause obesity, diabetes, etc  The epidemic is complicated, Oreo's seasonal products such as The Oreo Tet Cookie box, Oreo mooncookies are no longer much sought after because of economic difficulties, limited consumer demand, people are now worried about daily life, priority is given to essential items Document continues below Discover more fmroamrk:eting management MM20212022 Trường Đại học Tài… 654 documents Go to course [123doc] - de-tai- phan-tich-chien-luoc… 47 100% (50) PHAN TICH Chien LUOC Marketing CỦA PHUC… 98% (58) Shopee MM 100% (13) 16 marketing management LRP-Marketing-Plan - Grade: 96% (23) 21 marketing management Muji Economics Project 27 marketing 100% (4) management Marketing plan for Cocoon's new produc… 16 marketing 83% (18) management Key strategy decision (Campaign Objective) 2.1 Business objectives  Strengthening sales and boosting the growth of the brand in the consumer food market during the Lunar New Year 2022  KPI: Top best-selling cookie brands during Lunar New Year 2022 2.2 Marketing Objective  Reach a dynamic, creative young audience with a new, more interesting image  Strengthen the trust and loyalty of customers  Entering the Tet confectionery market 2022: New Oreo products are dedicated to Tet with different colors and designs along with oreo's favorite signature flavors 2.3 Communication Objective  Increase brand and new product awareness (Oreo Tet 2022) for consumers  Create opportunities for customers to interact more with the brand, increasing affection  Reposition the brand with a new image: dynamic, creative and trendy  KPIs: + 30% increase in brand and new product recognition  Reach 20% of new customers  Create a media effect on social platforms promoted (more than million hits in a month) 2.4 Positioning: - Oreo is a cookie brand that gives consumers special flavors for their taste buds, affordable for children, young adults, teenagers and families to enjoy - Oreo is doing its best to refine and improve their products to please customers and create harmony for the family In the biscuit market, Oreo is always the first choice because of the reasonable price and high quality of the product Oreo product positioning table (according to group survey) 2.5 Campaign target audience - Main segment:  Age: Oreo Tet's main target audience is children and adolescents, who are to 24 years old who make up the ability to buy or influence Oreos' decision to buy products Because customers share the same age attributes, school children are common consumers because their parents buy this product as a snack during breaks  Preferences: With the age of children and teenagers, medium-sweet, eye-catching snacks like Oreo are the favorite dishes to enjoy after school Sandwich cookies are attractive to teenagers and children due to the famous "Twist, Lick, Dunk” (Xoay bánh – Liếm kem – Chấm sữa) campaign Since then, it has made it a habit for teenagers and children to enjoy Oreo cookies by turning the cookie, licking ice cream, inging milk  Demand: This is a segment of customers who are still in the development age, so the demand for nutrition is very high At the same time, snacks are also indispensable in daily life - Sub-segment:  Age: The sub-goal for this campaign focuses on the customer segment of parents, grandparents, etc between the ages of 30 and 50, relatives of children and young people  Preferences: Original packaging of oreo cookies is more likely to be purchased by adults due to familiarity and nostalgia Children's preferences also have a little impact on their preferences  Demand: From their child's own needs and preferences, parents will create a need for buying treats like Oreo, making snacks to meet their child's nutritional and hobby needs Creative strategy: - Oreo's campaigns always have a characteristic with the slogan "Twist, Lick, Dunk” (Xoay bánh – Liếm kem – Chấm sữa) through which the brand image is associated with the sharing between people, expressing love between people through a cookie - This strategy focuses on the new Oreo version for Tet 2022 by combining on modern and traditional media (TV, magazines, etc) - Compared to the campaigns of competitors, Oreo's campaign always shows creativity and meticulousness in every detail Along with a dynamic, confident, vibrant image of Oreo's campaign always makes a difference, suitable for the tastes of all customers, especially young customers Media strategy 4.1 Prepare for communication plan 4.1.1 Media selected vehicle Tool Media objectives Internet marketing - Create brand awareness, change perception - Provide information related to the benefits of the product Sampling - Provide information related to the benefits of the product - Convince customers who have never used a trial product Advertising - Create brand awareness, change perception - Encourage customers to use Oreo cookies more often or for more cases Sale Promotion - Encourage customers to use Oreo more often or for more cases OutDoor Advertising - Transfer customers from other labels to company customers - Create brand awareness, change perception 4.1.2 Big Idea - A long year of hard work, Tet is always a special occasion of the year so that we can rest and return to gather with our families, return to be loved and pampered But this year is a special year, the long epidemic makes many people unable to return to their hometowns to celebrate Tet with their families or even though we are close to each other, but we can not comfortably travel to spring, meet friends and relatives to ensure safety for ourselves and society Although geographically distant, we still have hundreds of thousands of ways to express our feelings to each other Just by sending your loved ones a box of Oreo Tet 2022 cookies via the Grab app, you are sending new year's love and joy to those you love while ensuring safety - Choosing simple characters such as children away from home, neighbors, friends who want to give gifts to each other instead of wishing peace and new year to come, Oreo hopes no matter who you are, whatever job you are doing, whether near or far from your loved ones, you always feel love because love is "no distance" - Telling the story through a short TVC makes it easy for the brand to convey a message that touches the viewer's emotions From there, the brand creates topics of debate on social networks for viewers to share their views and personal stories, create a connection and draw the brand closer to customers 4.1.3 Timeline Stage Stage Stage 10 Time 27/12/2021 - 31/01/2022 01/01 - 07/02/2022 Purpose  Introducing new products "Oreo  Drive sales and connect Tet 2022" with target customers Main activity  Increase Oreo brand  Maintain brand recognition, increase interaction recognition with target customers  Promote products using  Promote advertising through TVC via TV and Youtube social media, influencers  Giving gifts when buying  Organize minigames to attract many products of "Oreo the participation of customers Tet 2022" Main Tình u “Khơng khoảng cách” - no matter what the circumstances Oreo message will help you connect love Support  Digital marketing  Digital marketing tools  Socials: Facebook, Youtube,  Socials: Facebook, TikTok Youtube  Delivery app: Grab  TV 4.2 Content plan 4.2.1 Phase 1: Introduction of new products "Oreo Tet 2022" - The new product is called "Oreo Tet 2022" dedicated to this year's Tet holiday with a uniquely designed, beautiful tin cookie box suitable for display or as a gift Inside the box are 12 Oreo cookies with a variety of flavors: vanilla, chocolate, green tea, red beans, vanilla flavor combined with fruit candy, firework Oreo The unique combination of flavors will bring a taste-booming experience to customers when using On each cookie is embellied with the words Happy - New - Year to celebrate this special launch - Slogan: Turn the cookie, open spring, explore Tet (Xoay bánh, mở Xuân, khai phá Tết) - Message: "No Distance" Love (Tình yêu “Không khoảng cách”) - Objectives: 11  Introduce new products to target audiences  40% increase in brand recognition  30% increase in new customers using the product  How to do: - Focus on social media promotion such as Facebook, Tiktok and Youtube through famous influencers such as: + Giang Ơi: This YouTuber is famous with more than 1.2 million followers and a large number of interactions on the facebook platform will help Giang introduce new products "Oreo Tet 2022" closer to a variety of customers In particular, every year Tet comes to Giang, there is always a series "Home with Tet" that attracts a good number of viewers, positive, happy, family-connected image in accordance with Oreo's criteria + Nino Home: This YouTuber is famous with more than million followers, is the leading food sharing channel in Vietnam when attracting not only domestic audiences but also abroad In the past, the YouTuber has also shared how to make cookies with Oreo and garnered a lot of views This time, Oreo will sponsor to appear on his videos with cooking topics and food reviews, thereby introducing new products "Oreo Tet 2022" + Appears on tiktoker's popular channels such as Long chun and Tun Pham with a frequency of about 4-5 videos on topics such as Tet shopping, food reviews, etc to help Oreo's new products increase their recognition and reach many young customers - Run ads on digital platforms such as Facebook ads, Google ads with more than million appearances in months - Minigame: Share your loving connection moment with Oreo:  Competition rules: Starting from to People will post a photo or a short video sharing a moment of connection between you and your loved ones such as friends, relatives on Facebook, Youtube and tiktok with the hashtag: #OREOTET2022 #Tinhyeukhongkhoangcach Whoever shares the best sentence, the most touching moment will be awarded by us  Award structure: o Audience-voted award: For posts with the most interest: like+1d, cmt+2d, share+3d First prize: boxes of cookie "Oreo Tet 2022" and 15 million VND Prize: boxes of cookie "Oreo Tet 2022" and 10 million VND 3rd prize: box of cookie "Oreo Tet 2022" and million VND o Award voted by the organizers: For posts that touch the emotions of the organizers most according to the criteria: meaning, clarity and honesty First prize: boxes of cookie "Oreo Tet 2022" and 15 million VND Prize: box of "Oreo Tet 2022" and 10 million 12  This minigame will receive support from influencers working with Oreo in this campaign to appeal and disseminate to all audiences In addition, minigames are also repeated many times on Oreo Vietnam's fanpage and social networking platforms that run ads 4.2.2 Phase  Goals: Drive sales and connect with your target customers  TVC - TVC content: Oreo X Grab - Tình u “Khơng khoảng cách” Scene 1: On the afternoon of 23rd Tet, looking at the empty city through the main character (young man about 25 years old) remembers this time of the previous years the street is crowded with people shopping for flowers, preparing clothes, sweets to celebrate Tet The main character is also unable to return to his hometown due to the epidemic of that causes him to stay to work for the whole year While looking for ways to send gifts to parents and grandparents on the occasion of the end of the year, he suddenly saw a new cookie advertisement for Oreo's Tet 2022 on the Grab app He was immediately interested because the product has many colors, providing a meaningful message, so he decided to order a box of Oreo Tet 2022 cookies to send to his parents Grab with the option of fast delivery delivered the cookie box to his parents quickly Scene 2: Receiving the gift box of the son, his parents were very touched and they also felt that this gift was very meaningful so they discussed to order Grab to send more Oreo Tet 2022 cookie boxes to many other relatives and friends This action is replicated, Oreo and Grab have made millions of rides to give loving gifts to people in provinces and cities across the country Oreo and Grab images are intertwined, skillfully appearing in TVC in a subtle way to help audiences enjoy the emotions of watching the story Here, Oreo wants to convey the message: “Khơng có khoảng cách ngăn u thương, khơng có khó khăn ngăn đón Tết nhau”  Accompanying gifts: - How to it: When customers buy boxes of "Oreo Tet 2022" will be given a file of Tet envelopes designed by Oreo When buying or more Oreo boxes, you will get a 10% direct discount voucher or use it the next time - Location: At all direct distribution stores (supermarkets, convenience stores, etc) or on e-commerce platforms: Tiki, Lazada, Shopee  Give Oreo, exchange love with Grab - How to it: Food ordering apps are more common than ever with its convenience Customers can choose Oreo's Tet products on the booth, sending good wishes to those who love Grab will help you deliver to the right person in the right place 13 - Combined application: Grab - Content: Build a combination menu for GrabFood and Gofood customers - Risk projection: The number of people using the service is too large Make a planned plan 4.3 Action plan Budget Stage Purpose Business Executer Cost (VND) Working with Marketing 800.000.000 Introducing new influencers, events Department 300.000.000 products "Oreo Tet Advertising on Marketing 200.000.000 2022" social media Department Increase Oreo brand Minigame Marketing recognition, increase organization Department + interaction with Finance- target customers Accounting Department Increase Oreo brand recognition, increase interaction with target customers 14 Maintain brand Promote products Marketing 1.500.000.000 recognition using TVC via TV Department 600.000.000 and Youtube Drive sales and Marketing connect with your Giving gifts when Department + target customers buying many Sales Department products of "Oreo Tet 2022" Total 3.400.000.000 The effectiveness of the planned marketing communication program - Evaluation The confectionery market in Vietnam is very potential and fierce at the end of the year, with the participation of many brands large and small The marketing plan above has partly shown the potential and development orientation of the brand The strength of the marketing plan is that there has been an overview of the transformation of the confectionery market in the Tet period and set out some specific directions for Oreo Tet 2022 to be able to meet the demand well But there are still some limitations, such as references that not update the economic situation, the difficulty of experiencing culture and subjective perspectives that can make the plan table not highly applicable - Measurement The purpose of Oreo's communication plan is to serve the orientation of the organization in the Tet 2022 period and will be monitored to evaluate performance:  The level of customer access to the Oreo brand on the website reaches 1000 visits per day and through views through influencers and other digital marketing channels  The number of customers approaching products is in the early stages and increasing over time  Number of sales at direct distribution and e-commerce stores  Sales before and after the promotion  Customers show interest in Oreo's brand and products through feedback on social networking sites, reviews at the distribution store 15 Tools Measurement TVC  Number of ad views on social networking platforms  Product awareness level  Sales of products before and after advertising  How much love ad messages are responded to Personal Selling  Number of products sold at retail stores  The number of products that retail stores enter during the PR, KOLs month Special offers  Views, access to articles Direct  Comments and shares on brand topics and products Marketing  Number of people interested in events, minigames  Sales before and after promotions  Number of people who know and participate in promotions  Number of customer feedbacks and comments  Employee response speed for customers  Ratio of old and new customers - Control  Implementation The following milestones define marketing communications programs It is essential to complete each work on time and within the budget We will plan strict controls to closely monitor the quality and satisfaction of customer service This will allow us to react very quickly in fixing any problems that may arise To deploy social networks and websites, employees are required to control interactions and visits to the app At the end of each program, employees need to statistics and control the results of the program If the goal is not achieved, the plan needs to be revised  Contingency Planning Criteria Risks Solutions 16 Product - In the process of - Create new orders to confirm Financial transportation and the quality of the product production, damaged with customers products are detected - Confirm that it is the fault, - The product is overdue or there is a provision to has an unpleasant taste for compensate customers customers when used - It is recommended to - The campaign can reduce calculate and plan correctly the company's profits in based on specific reports to the early stages avoid losses - Failing to achieve the - Confirm the reason from the product's goal employee or strategy or product Marketing - Customers don't know/ - Use a backup strategy to Strategies don't care about the attract customers product 17 More from: marketing management MM20212022 Trường Đại học Tài… 654 documents Go to course [123doc] - de-tai-phan- tich-chien-luoc-kinh-… 47 marketing 100% (50) management PHAN TICH Chien LUOC Marketing CỦA PHUC… marketing 98% (58) management What are some of the things IKEA is doing… marketing 100% (21) management CHIẾN LƯỢC SẢN PHẨM CỦA Aquafina marketing 100% (15) management Recommended for you Shopee MM 100% (13) 16 marketing management LRP-Marketing-Plan - Grade: 96% (23) 21 marketing management Muji Economics Project 27 marketing 100% (4) management Marketing plan for Cocoon's new product… 16 marketing 83% (18) management