In agriculture, dairy farms areincreasingly dependent on imported milk.Figure 1: Liquid milk production, 2014 – Q1/2020SourceCre: VIRAC, 2020 Trang 11 Figure 2: Structure of Vietnam''''s d
SITUATION ANALYSIS
VIETNAM NUTRITION MARKET OVERVIEW
According to statistics from the President of Global Statistics, liquid milk production in the first quarter of 2020 reached 369 million liters, up 1% over the same period last year Liquid milk revenue in Q1/2020 reached VND 15.3 billion Vietnam's liquid milk market has a compound annual growth rate of 14% in the period 2014 - 2019.
It is forecast that the liquid milk production industry in Vietnam will continue to grow in the next few years to mobilize investment capital In agriculture, dairy farms are increasingly dependent on imported milk.
In 2018, the domestic nut milk market accounted for 12% of the liquid milk market structure, the highest among liquid milk lines.
Figure 2: Structure of Vietnam's dairy market
Before that, the market was also familiar with the soy milk product of Vinasoy (belonging to Quang Ngai Sugar Joint Stock Company) In the first 10 months of 2019, Vinasoy's soy milk consumption increased by 13% and revenue also increased by 15% (Nielsen) However, the nut milk market really started to accelerate when Vinamilk and
TH True MILK started investing and launching diversified products in 2018.
Figure 3: Nut milk products of Vinamilk and TH True milk
SourceCre: Vinamilk, Th true MILK,2023
1.1.2 Consumption trend of nut milk on the market.
Milk of plant origin – green consumption trend
Nut milk is currently the fastest growing product group in the world market.According to recent data from Innova Market Insights, the global market for plant-based beverages grew to $16.3 billion in 2018, twice as much as $7.4 billion in 2010 According to Nielsen, the global plant milk market is estimated to reach $11.9 billion in 2017 and will grow to $34 billion by 2024.
In Vietnam, the trend of using nut milk is also increasing strongly According to survey results in 2019, up to 66% of Vietnamese consumers want more products made entirely from natural ingredients The alternatives to cow's milk such as soy milk, almond milk, rice milk, oat milk, coconut milk, cashew milk will become increasingly attractive to consumers, with demand varying by region.
Due to the impact of the Covid 19 epidemic, many people tend to choose items that can be preserved for a long time to store food during the epidemic period Plant milk has a more stable shelf life than raw milk, so many consumers choose them to stock up during social distancing According to research results of Mintel, up to 66.4% of consumers intend to continue using plant milk in the post-covid period for 2 main reasons: The health benefits of nut milk and the habit of consuming plant-based milk has been formed during the quarantine period at home.
Plant milk has a wide range of products
Compared to milk derived from animals such as cow's milk, goat's milk, the market for plant-based milk is much more diverse thanks to its rich source of ingredients, including: nuts, cereals,
Enterprises are constantly creating many plant-based milk formulas, through the exploitation and combination of many ingredients with high nutritional value and delicious taste such as: cashews, pecans, pistachios, etc
Plant milk is suitable for many users
Dairy products made with plant-based ingredients are relatively low in calories. Therefore, this is a suitable food for many subjects such as: dieters to lose weight, people pursuing healthy diets to maintain shape, vegetarians
For those with an allergy to the protein (protein) or lactose (latose) in cow's milk,plant-based milk is also a great alternative to dairy.
VINAMILK’S COMPANY OVERVIEW
On August 20, 1976, Vinamilk was established on the basis of taking over 3 milk factories left by the old regime.
In 1995, Vinamilk officially inaugurated the first dairy factory in Hanoi Since 2001, Vinamilk has continuously expanded production with many factories located in Can Tho, Binh Dinh, Nghe An,
In 2010, Vinamilk entered into a joint venture with a company specializing in the production of whole milk powder in New Zealand with a production line of 32,000 tons/year In addition, Vinamilk also invested in the US and opened more factories in many countries, export turnover accounted for 15% of revenue and continues to increase.
In 2015, Vinamilk officially launched the Vinamilk brand in Myanmar, Thailand and expanded operations in the ASEAN region.
In 2016, the company pioneered to pave the way for the high-end organic food market in Vietnam with the USDA USDA standard Vinamilk Organic Fresh Milk.
In 2021, celebrating 45 years of establishment, Vinamilk not only became the leading nutrition company in Vietnam but also established a solid position as a National Brand on the map of the global dairy industry The company entered the top 40 dairy companies with the highest revenue in the world (Plimsoll Statistics, UK)
“To become a world grade brand in food and beverage industry, where people put all their trust in nutrient and health products.”
“To deliver the valuable nutrition to community with our respect, love and responsibility.
Vinamilk desires to become one of the most favorite brands in every region and territory Therefore, we keep in our mind and our heart that quality and innovation are always our most important companions We act with customer-centered approach and commit to respond to all their needs
Figure 4: Mrs Mai Kieu Lien CEO of
Always satisfy and be responsible for consumers’ needs by diversifying products and services, assuring quality, food safety with competitive price, respecting the business ethics and complying with laws.
Currently, the nut milk market is increasingly developing, many dairy giants in Vietnam have been starting to participate in the nut milk market It can be said that Vinamilk will have to overcome many competitors to be able to stand firm in this market. Some direct competitors such as
TH True Milk Nut: This is a brand of premium nut milk belonging to TH Group The brand's nut milk products ensure delicious, quality, nutritious criteria with fresh and clean milk flavoring from TH farm Currently, TH True Milk Nut stands out with products including nut milks such as macadamia nut milk, almond nut milk, walnut milk.
It is a famous and favorite soy milk brand in the Vietnamese market today. Accordingly, Vinasoy's soy milk products are processed pure, rich in natural protein, each bean is carefully selected, 100% non-GMO The product is also rich in Isoflavones with the effect of balancing hormones, balancing the physique effectively
137 Degrees pure almond milk is made from 99% fresh nuts and uses organic coconut nectar to create natural sweetness, without the use of white sugar, preservatives and harmful chemicals, suitable for all audiences, especially very good for vegans and pregnant women (Flavor, 2023)
In addition to brands that compete directly with Vinamilk Super Nut in the nut milk market, some other milk brands will also compete with Vinamilk Super Nut indirectly, which can replace Vinamilk Super Nut to solve customers' problems Typically, liquid milk brands: Moc Chau, Dutch Lady, DalatMilk,
Since the nut milk market is a potential new market and is a consumer trend in the new era, it is easy to guess that other large and small milk brands may also gradually enter this market such as Abbott, Nestle, FrieslandCampina, Vinamilk Super Nut's substitutes can be powdered milk, nutritious milk, or with other drinks such as green tea, oolong tea, fruit juice , These are all competitors that Vinamilk Super Nut will face.
Vinamilk milk brand, with more than 40 years of construction and strong development, has increasingly affirmed its position as the No 1 fresh milk brand in Vietnam, with fresh milk products not only trusted by domestic users but also exported to the most demanding foreign markets (Camnangceo, 2021)
High quality products but lower prices than imported products of the same type and owning the largest market share in Vietnam among suppliers of similar products. With prices suitable for consumers of each segment
Overcoming other brands from many countries, Vinamilk Super Nut 9 Nuts won convincingly in the category "Best Dairy Alternative 2023" thanks to the uniqueness of the product when combining up to 9 different types of nuts at the same time, produced with the breakthrough new Wholesome Soy technology to help preserve the full aroma natural delicious while minimizing by-products to the environment (Baochinhphu.Vn, 2023)
Raw materials imported from abroad
Vinamilk's biggest weakness is that most of its raw materials are imported from abroad The brand is not yet able to be self-sufficient in domestic raw materials The source of nut materials to make Vinamilk Super Nut is mainly from foreign nuts such as walnuts and almonds imported from the US.
As a new brand in the nut milk market
Vinamilk Super Nut has only been launched in the past 1 year, so although Vinamilk already has a reputation in the dairy market, Vinamilk's nut milk product line is still not known by many people This will make it difficult and a challenge for Vinamilk to confront other competitors.
Trends in the consumption of healthy products
One of the reasons why Vinamilk decided to enter the nut milk market is the development potential of nut milk in recent years With the trend of healthy eating - clean drinking is gradually being valued, consumers are also becoming more demanding not only in the quality of milk, but also in terms of ingredients and long-term benefits that milk brings to their health.
There is support from the Government
KEY STRATEGIC DECISIONS
MARKETING OBJECTIVES
Try to achieve revenue of 2,000 billion VND in the first six months of 2024.
Increase 2% market share within 6 months (estimate current market share 20-30%)
COMMUNICATION OBJECTIVES
Increase the brand awareness of Vinamilk SuperNut by 20% for target customers from January 2024 to June 2024 (brand awareness)
Increase the number of target customers' understanding of the brand by 15% from January 2023 to June 2024 (target customers' knowledge)
Increase the number of target customers' love of the product by 7% from January
2023 to June 2024 (target customers' preference)
TARGET AUDIENCES
INTERNAL
Geographic Living in TP HCM and Ha Noi
Psychological Lifestyle The tendency to eat healthy, healthy foods Be aware of the health benefits of nut milk They often exercise, control and choose their food in terms of calories and health benefits (low fat; low sugar)
Personality trait Enjoy taking care of yourself, care about your body shape and weight, confident with a healthy body
Attention Environment, nutrition in food, new trends of healthy living and beauty
Behavioral Consumer behavior Love to buy and experience a variety of flavors They often read the nutrition facts on product labels first before buying a food or drink.
Barrier - The market price of nut milk is relatively high.
- Prefer imported nut milk, not familiar with domestic nut milk brands.
- The trend of nut milk is still new in the Vietnamese market, many people still have limited understanding of the quality and benefits of nut milk.
Media Behavioral Frequency of buying dairy products
Shopping channel Convenience store, supermarket/ hypermarket, traditional store, wholesaler, market
Tiktok is the most popular platform, Facebook ,Youtube, online newspaper Information sources Family, friends and colleagues, experts, food bloggers, fitness bloggers, consumer reviews
EXTERNAL
Lactose intolerance group: Many adults in adulthood have lactose intolerance (A condition in which the body has digestive symptoms such as bloating, diarrhea, etc.) after consuming foods and foods Drinks containing lactose At this time, nut milk is a perfect choice because it does not contain lactose Drinking nut milk still helps provide nutrients for the body like cow's milk but does not cause allergies and digestive disorders.
Vegetarian food consumption group: Nut milk is a suitable drink for vegetarians who abstain from using animal products.
CREATIVE STRATEGY
TRUTH - TENSION - MOTIVATION
Young people have the habit of using fresh milk to supplement nutrition or replace meals Besides, they are very concerned about their skin and body shape.
They worry that drinking a lot of fresh milk will have harmful effects such as weight gain, acne and sebum on the face, increased risk of cardiovascular disease, diabetes, and stroke.
They long to drink milk comfortably but still have a beautiful figure, beautiful skin and good health.
INSIGHT
“I drink fresh milk regularly, so I am afraid that I will gain weight, have bad skin and be at risk of cardiovascular diseases and diabetes I wish to have a regular use of milk that is good for health, improves body shape and beautiful skin”
Big Idea: “Super trẻ, Super kh eỏ ”
Key Message: Young people often use fresh milk but are afraid of gaining weight and suffering from cardiovascular diseases and diabetes Vinamilk Super Nut is made from 9 types of nuts with delicious flavor that will help you provide energy, control sugar,improve your physique and health.”
DEVELOP PLAN
DETAIL PLAN
Timeline Phase 1 - Trigger Phase 2 - Experience Phase 3 - Amplify
Big idea “Super Tr , Super Kh e”ẻ ỏ
-Trigger curiosity and awareness and initiate discussion among target audiences.
-Raise awareness of Super Nut as a quick and practical payment option
-Build and increase more interactions with customers.
- Create more trust and preference’ target customers about Super Nut.
-Boost the usage of Super Nut product
The ingredients in Super Nut milk help you control your weight and limit acne.
Super Nut is a companion in your journey of health and youth
Super Nut is not only an ordinary dairy product but also a product for the community.
Viral Clip on “Thung Long family” Tiktok channel
Organize an outdoor playground and Concert
“Vinamilk Super Nut, Super Tr , Super Kh e”ẻ ỏ
Conduct crowdfunding for Vietnam cancer fund
“Tri u kho nh khắắc vui ệ ả kh e cùng Vinamilk Super ỏ nut”
Channel Social media Outdoor Event Social media
- Run Ad (Facebook Ads) - Run Ad (Facebook Ads)
- 500.000 lượt tiếắp c n và ậ 100.000 lượt react bài đắng Facebook.
Table 5: Detail Plan for Viral clip
Planning to make a viral video
1 completed plan approved Brand team
Brainstorm main content ideas for the video (insight -> big idea)
1 brief for viral video Brand team
Find media agency, production house, actors
1 Media Agency, 1 Production house Brand team
Create a script for the video
Agency), the team of punctured long family
(Actor, Editor) drama and production)Develop production plan: 1 complete Ekip Thung choose the setting, actors production plan
Complete the detailed script and proceed to filming
1 script, raw video according to the script
Post-production (editing, commentary, effects, sound)
The video will be played on the official youtube, tiktok channel of the puncture long family at 21:00 on 10/2
Cutting video will be filtered and re-posted on Vinamilk's official fanpage and youtube channel at 21:00 on 11/2
Seeding, Facebook ads, tiktok ads
Script content: Busy work makes many young people unable to eat properly, but because of weight loss, they choose a box of fresh milk to fill their hungry stomach That behavior inadvertently easily causes intestinal problems, increases the likelihood of acne for the face, even weight because of the fat in milk.
Message: Vinamilk Super Nut Milk is a great substitute for your body and skin. Duration: 90s
Main actor: Thung Long Family
When the New Year season came, Bom was given a lot of beautiful dresses by some brands but Bom couldn't wear it anymore
Bom plan to lose weight, but suddenly realized that the year- end work was too much, she did not have enough time to go to the gym.
3 5s Bom decided to drink milk when hungry to lose weight quickly
4 10s The days of losing weight by drinking milk
5 15s With a few weeks left until Tet, Bom realized that her weight had not changed much, but her face still had acne.
6 15s Thung Long came and explained why Bom was in such a situation
7 10s Thung Long show the solution is to use Vinamilk Super Nut instead, with a reasonable diet
In a few days, it's Tet, Bom's facial skin has cleared of acne, Bom can fit her previous dress in time to return to her beautiful figure to comfortably take pictures on the holiday.
CATEGORY DESCRIBE UNIT KPIs INTO MONEY
Media Agency (Inclued ads cost Youtube, Facebook, Tiktok booking seeding)
- 500.000 lượt tiếắp c n và ậ 100.000 lượt react bài đắng Facebook.
Display Poster with size “234 x 60” for OOH and “18 x 24” for LCDs Poster content: Vinamilk Super Nut milk from the nut itself with the words "Super young, Super healthy", in the presence of the Dung Long Family.
Table 8: Supporting Activities for Phase Trigger
CATEGORY QUANTITY LOCATIONS TIME MONEY
Kenh Te bridge Nguyen Hue Walking Street Tan Phu intersection
Seven Hien Crossroads Peace Roundabout
Tòa nhà Bitexco, Landmark, Lotte Mart qu n 7, ậ
5.1.2.1 Event: Outdoor playground and Concert “Vinamilk Super Nut, Super Trẻ, Super Khỏe”
- Locations: Ho Crescent Park, District 7, HCMC
- Time to take place: from 10/3/2024 – 26/5/2024
- Target audience: Young customers, students and working people.
The first half of the event from 3:00PM to 6:00PM uses the park as an outdoor picnic spot along with creating a playground with a variety of activities, physical games, and teammates to help customers participate such as an amusement park Customers will receive gifts such as Super Nut milk, keychains, book bags designed according to product images
In the second half of the event from 18:00PM to 21:00 a live music concert with the participation of many famous singers and artists loved by young people created a concert space for participants.
- Ticket registration for customers: Create a microsite for ticket registration program.
Notice the specific date of opening ticket registration.
- Ticket registration method: Register for tickets on the website on opening day.
Before opening ticket registration: when customers access this website via links from mass media such as newspapers, fanpage Tickets cannot be purchased at this stage, but customers can refer to information about the program such as ticket registration opening date, guest line-up and issues to note when participating in the program.
When registering for tickets: customers will be asked to fill in personal information such as age, gender, email, current job so that Vinamilk can analyze and evaluate customer groups participating in the program .
Upon successful ticket registration: customers will receive a QR code via email.
Customers will use this QR code to check in when participating in the program.
Table 9: Detail plan for Event
STAGE TIME TASK CONTENTS KPIs DEPARTMENT
Pre-Event 10/3/2024 – 20/3/2024 Contact KOLs, Artist Contact to invite artists, singers, negotiate the price of sand, book an appointment
Mono, Phuong Ly, MIN, Hieu Thu Hai,
Select agency, bid Choose an agency for each stage of work
Contact media support partners and cooperation units
Online newspapers VnExpress, Tuoi Tre,
The first media announcement about the event on Vinamilk's fanpage
11/5/2024 – 24/5/2024 Communication on social channels, traditional partners
Continue to post on social channels: facebook, put the event on 14 newspapers, Tuoi Tre, VnExpress
Channel 14, Tuoi Tre, VnExpress 1 post/week, total 6 articles
Last call 20/5/2024 – 24/5/2024 Run Attendee KPIs Post on social media with a focus on call to action type.
End 26/5/2024 Conclusion Post a thank you post, summarizing the post-event on social media and online newspapers
Table 10: Budget for Event Activities
CATEGORY DESCRIBE UNIT UNIT PRICE INTO MONEY
Book Agency organizes events Plan, Scenario, Implement - - 2.000.000.000
Activities in the event Outdoor physical activities 4 20.000.000 80.000.000
Gifts for customers participating in the event Super Nut milk, Keychains, Bags 4000
Hiếắu Th Hai + Hurrykngứ 2 (Songs) - 250.000.000
5.1.3.1 Fundraising contest for the community: “Triệu khoảnh khắc vui khỏe cùng Vinamilk Super nut”
- Articles about the contest on facebook
- Request to share, hashtag # SuperNut #Trieunguoiyeu
In order to contribute to community activities, Vinamilk Super Nut decided to organize a meaningful contest "Tri u kho nh khắắc vui kh e cùng ệ ả ỏ Vinamilk Super nut " Our goal is to build an environment of emotional connection through a fun and meaningful competition for the community (The luckiest person will be randomly selected by the system to receive gifts and each participant will receive a fund of 2000 VND to contribute to the Hair Library - Vietnam Breast Cancer Network to process wigs for the patients cancer patient)
Booking KOLs: Tiktoker Haha, Liu Thu, Chau Bui The KOLs will build the clip content about the contest "Millions of happy moments with Vinamilk Super Nut" to spread the contest to many people.
Let's make millions of happy and healthy moments together with Vinamilk Super Nut! And have more chances to receive attractive gifts with just 2 super simple steps:
- Step 1: Drop your IMAGE while enjoying one of Vinamilk Super Nut dairy products under the comment section of this post.
- Step 2: Drop any lucky number from 1 to 999 + tag 3 friends + hashtag #SuperNut
#Trieunguoiyeu and ask your friends to respond to your photo comments.
Example: [Image] 999 @NguyenA @NguyenB @NguyenC #SuperNut #Trieunguoiyeu
You can share the article in public mode so that Vinamilk and the Vietnam Children's Fund can spread love to the children.
Time: The program takes place from 03.06.2024 to 30.06.2024.
Organizer will randomly select by random.org system to find out the luckiest player to win the prizes below In case the random number is duplicated, Organizer will choose you with the highest NUMBER OF COMMENT RESPONSE to receive the prize.
32 LUCKY PRINCIPLES: Each prize is 1 gift voucher worth 500,000 VND when buying Vinamilk Super Nut dairy products on Vinamilk's official e-commerce channel. Prizes for 9 randomly selected photo comments in each week Time to participate in commenting from 03.06.2024 to 30.06.2024.
01 SPECIAL PRIZE 1: 01 Airpod Pro 2 for 01 luckiest person selected at random during the participation period from 0:00 on 10.06.2024 to the end of 00h on 17.06.2024.
01 SPECIAL PRINCIPLE 2: 01 Ipad Pro M2 11 inch 2022 (128GB) for 01 luckiest person selected at random during the participation period from 0:00 on 17.06.2024 to 0:00 on 24.06.2024.
01 SPECIAL PRINCIPLE 3: 01 Iphone 14 (128GB) for 01 lucky person who will be randomly selected during the participation period from 0:00 on 24.06.2024 to 0:00 on 01.07.2024.
LUCKY Prize: Closing comments at 0:00 every Monday and announcing the results of the 9 luckiest people before 18:00 every Wednesday.
SPECIAL Prize 1 : Closing comments at 0:00 Monday, June 17, 2024 and announcing the results before 6 p.m Friday, June 21, 2024.
SPECIAL Prize 2: Closing comments at 0:00 on Monday, June 24, 2024 and announcing the results by 6 pm on Friday, June 28, 2024.
SPECIAL Prize 3: Comments will be closed at 0:00 on Monday, July 1, 2024 and results will be announced before 6 pm on Friday, July 5, 2024.
Table 11: Recommend channels - media for Phase Amplify
Article on Kenh14.vn newspaper in the social
Article on VnExpress.net newspaper in the section of life
Table 12: Fundraising contest for the community Buget
CATEGORY DESCRIBE UNIT / KPIs UNIT PRICE
Contribute to the Vietnam Children's Protection Fund
Run ads Facebook Ads 50.000 clicks 900 45.000.000
Booking KOLs Haha, Liu Thu, Chau
TIMELINE
Jan Feb Mar Apr May Jun
Fundraising contest for the community:
5 Tiktok Viral clip with Thung long family
8 PR Event: Outdoor playground and Concert
“Vinamilk Super Nut, Super Tr , Super Kh e”ẻ ỏ
Donate to the cancer community
OTHER ACTIVITIES
SALES PROMOTION
Sale promotion for Tet holiday
Purpose: Increase the number of products sold, thereby increasing revenue
1 “Khuyến mãi sập sàn - Rộn ràng đón tết” When buying 1 box of Vinamilk Super Nut Tet holiday, immediately reduce 50k / box.
2 “Vinamilk Super Nut - Tết super vui” When buying 1 batch of 4 milk cartons, you will get 1 free milk drink in the collection of Vinamilk Super Nut cups for Tet holiday.
Locations: At supermarkets and stores (Go!, Vinmart, Coop Mart, Aeon mall,
Lotte mart, Mega market, Emart, Bach Hoa Xanh, Circle K, Ministop,
Table 14: Budget for Sale promotion
“Khuyến mãi sập sàn” 10.000 * 50.000 = 500.000.000 (VND)
SAMPLING
Content: Giving products to customers to try at Lotte Mart supermarkets (District
7, Go Vap District, Tan Binh District ) and advertising forms here.
Purpose: Increase sales of Vinamilk Super Nut products and provide necessary information if customers need it
Expected KPIs: used up 3000 milk cartons.
EVALUATION AND CONTROL
EVALUATION
- Views (Tiktok), reactions on Social Media channels.
Phase 2 Event - Number of people attending the event
- Rate of discussion on Social channels
Sampling - Customer product information response rate
Phase 3 Community activities - Number of participants
- Interact on social media channels
- Rate of discussion on social channels
Brand - Quarterly reports made by market research companies.
- Monitoring from awareness to loyalty of the media campaign
- Campaign's impact on brand awareness and sentiment
- The impact on the behavior of target customers:
Percentage of customers who buy products
Percentage of customers who speak well and recommend the brand to others
- Comments from the audience on how to convey the message
Media activities - Number of people who remember and understand the media message
- Number of people who read the article, their interactions with the article
- Frequency of appearing in newspapers
CONTROL 27 APPENDIX a REFERENCES b
Viral clip Low views, low comments or negative leads
Push clip interactions at Youtube, Facebook, team
Positive discussion thread creators are always available.
Influencer -Influencer was caught in a scandal during the campaign
-During the working process, there may be requests arising from the Influencer side If the brand cannot quickly resolve the situation or request the influencer poses, it is possible that the influencer will refuse to continue working and this will greatly affect the brand and the commitment and image that the brand has made previously revealed to the audience.
- Drafting contracts, specific legal evidence In order to avoid the case that the influencer changes the plan, marketing stalled or canceled.
- To avoid the situation that influencers and brands can't arrange time, brands need to work closely with that influencer or the influencer's assistant to make sure about the work schedule and give possible situations to have The best backup plan for both parties.
- Before deciding which influencer to cooperate with, it is necessary to ensure the information that the influencer is the exclusive face of any brand; Have you ever been in a competitor's influencer marketing campaigns? do they ask for anything in the course of work; the personality of the influencer that likes and dislikes working with; Influencer working style…
- Choose influencers with a clean lifestyle and private life, find out which influencer campaigns have participated in to compare and make a reasonable choice.
Print-ad Print- ad are not as requested/delayed.
Completion time is determined by the printing party
- Print a small amount (sample) to evaluate the quality of the publication, have a plan to change, make specific requirements for printing side.
- The program timeline is prepared 1-2 months before the campaign There are backup lists for flexibility to change printers, and print in batches to keep up with the schedule
Activities do not attract many people to buy products during Tet holiday
Enhance communication campaigns, bring the message closer to consumers
Low interaction Re-censor the transmission content, attract images, create excitement for everyone
Event KOLs, Stage, it's raining Terms with the event agency
Sampling The product is not tried by many people, the target customer is not aware of the brand
Let employees wear uniforms of Vinamilk Strengthen personal selling
Low engagement, audience misinterpreting the content they want to convey
Posted a similar post but at peak hours and falling on weekends Sentences adjusted Hire seeders to explain, directing public opinion to understand the true meaning of the article.
Post content is not as approved, misleading information.
Actively contact and request to remove the post if it is not the same as the information exchanged