(Tiểu luận) final examtopic research project on consumer behaviour

UNIVERSITÉ DE ROUEN NORMANDIEHO CHI MINH CITY OPEN UNIVERSITY

FINAL EXAM

TOPIC: RESEARCH PROJECT ON CONSUMER BEHAVIOUR

Class: 21ROVN

Course: Customer BehaviorLecture: Ms Do Khac Xuan Diem Group Members: Thang Ngoc Khoi Nguyen

Pham Nguyen Quynh Vy

TABLE OF CONTENT

I Introduction

● Introduce Mentos

● Problem of Mentos brand:

● Mentos’s present opportunities:

● Theoretical use in this research:

● The project’s objective:

II Theoretical Background:

1) Definitions of key concepts

● Utilitarian Function of Attitudes

● Balance Theory

● Social Identity Theory

● Traits Theory ( Personality Traits )

● Simple Trait Theories

● General Trait Theories

2) Present the theories on consumer behavior applied for the project

● Functional theories of attitudes ( utilitarian function )

● Balance Theory

● Traits Theory ( Personality Traits )

III Situation Analysis:

Phase 1: Awareness - “Finding brightness again with mentos, the journey of color

Phase 2: Amplify : 2 tuần

PHASE 3: Chiến dịch “ MẶC ÁO CHO MENTOS” and“ ĂN SINGUM MÀ CŨNG ĐIỆU” challenge

VI Conclusion

I.Introduction ● Introduce Mentos

- A global brand :Mentos comes in a lot of different shapes, flavors and sizes, Mentos has something to offer for every taste This well-known and well-loved brand offers a fresh way to connect with each other.

- Mentos has three different types of candy such as: Soft candy, compressed candy and gum These are already Hproduced and introduced in Vietnam’s market

+ History

- Mentos was first invented in 1932 by a Dutch confectionery company called Van Melle The company was founded in 1900 by brothers Izaak and Gerard Van Melle and started off making caramel sweets However, in the 1930s, they decided to shift their focus to creating a new type of candy And thus, Mentos was born Initially, Mentos came in just two flavors – mint and fruit The candy had a hard shell with a chewy center and was marketed as a breath freshener.Over the years, Mentos has expanded its range of flavors, introducing new and exciting options like green apple, strawberry, and grape.Today, Mentos is sold in over 130 countries.

- USP Mentos: Refresh - brings a feeling of freshness from the inside, fresh taste from fruit

● Problem of Mentos brand:

- : Mentos Candy growth is positive but Mentos Gum growth is slowing down

+ The survey above shows that: When it comes to Mentos, their top-of-mind product is multi-flavored fudge, then lozenges and finally Singum.

In addition, Mentos stands out in the hearts of customers with rainbow colors and through viral clips “ explosive reactions Mentos candy and carbonated water” Mentos’ Gum line, on the other hand, does not have the rainbow nature that has followed the brand from somewhere.

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: High Awareness but low Top of Mind Low conversion from awareness to usage

- : Relevance of candy not clear to consumers They know Mentos, but don’t know what Mentos is about and it is seen as an aged/dads brand

Brand’s problem: Customers, they buy to try 1-2 times In addition, the famous advertising campaigns of mentos were 5 years ago, quite a long time In that moment, competitors overwhelmed Mentos, rather than places frequented by Gen Z That absence, does not prompt the user Although the awareness is high, it is used as if it has been temporarily forgotten by consumers when there is a need to buy that product => The solution is: Our mission is to bring Mentos back to the race, remind the brand to the customer group, build a younger brand image, closer to the Gen Z target group, increase the presence of mentos in gen Z life Our task is to bring Mentos back to the race, recall the brand to the customer group Build a younger brand image, closer to the Gen Z target group.

- In 2003, Mentos came to Vietnam and launched many new advertising campaigns, attracting the attention of young people and becoming a famous brand But with the emergence of many major competitors in the same industry with outstanding marketing campaigns such as Cool Air, Double Mint, Lotte Xylitol, Mentos is gradually weakened, forgotten by consumers, less considered when there is a need to buy that product

● Mentos’s present opportunities:

- We found that Vietnam’s food sweetener market is growing at a CAGR of 2,24% during the forecast period 2020-2025

- According to the survey, the gum line has a higher percentage of choices than cakes, milk and icecream Top 2 in the ranking of selected products using the most snacks in the Vietnamese market

- In addition, the health factor is increasingly favored by customers and considered a trend in choosing confectionery products.

● Theoretical use in this research:

- Functional theories of attitudes ( utilitarian function ) - Balance Theory

- Social identity theory

- Traits Theory ( Personality Traits )

● The project’s objective:

We want this project to be a return of Mentos to the track, bringing new colors to customers from the Gum candy line The project aims to reposition the brand- bringing

1) Definitions of key concepts

● Utilitarian Function of Attitudes

- Consumers use attitudes as ways to maximize rewards and minimize punishment In other words, purchasing something because it brings forth a specific benefit is one example Another example would be, baseball fans are more prone to purchase and wear their favorite sports team apparel because they are better able to fit in within society and also connect with others.

● Balance Theory

The cognitive link between observers (o), other individuals (p), and objects (x) is studied by the balance theory In a consumer context, the observer is the consumer, the object is a specific product or brand, and other people may be the product's endorsers Two types of associations exist: + Emotional connection and subject relationship Affective bonding is an observer's judgment of another person and of an object It has a positive (+) or negative (-) sign, representing a positive or negative attitude + The second type of association is the subject relationship, which occurs when the observer perceives that there is some sort of connection between the other person and the object.

The factors influencing an individual's perception of this association are the Gestalt principles of cognitive organization.

● Social Identity Theory

Social identity theory is a theory that deals with the ways in which the individual’s self-concept or the part of it that is derived from being a member of a group can be used to explain intergroup behaviors The primary tenet of social identity theory is that people seek to become members of groups that raise their self-esteem This is a kind of positive reinforcement People need to believe that the group they belong to is superior to other groups Thus, they seek to raise the status of the group that they belong to As a corollary to this, they seek to lower the status of other groups.

From Marketing perspective, advertisements not only market products but also a lifestyle They offer suggestions to the consumer regarding ways in which they can improve their quality of life Advertisements are often geared towards members of a specific group, like members of a particular gender, particular nationality, or smaller groups like players of a particular sport or practitioners of a certain profession The self-identity of the individual develops in response to members of the group the individual belongs to

The individual adopts behaviors that are expected of them as a member of a

particular group Advertisements and marketing campaigns in general play a significant

role in the development of these behaviors.

When the consumer’s own self-concept is in line with the image of the brand it

results in a strong connection being formed between consumer and brand The more the consumer’s concept of themselves lines up with the image of the brand, the likelier it is the consumer will desire to become a member of the in-group of those who utilize the brand.

● Traits Theory ( Personality Traits )

Personality is the inner psychological characteristics that determine and reflect how a person responds to his or her environment.

Traits are the features of an individual or tendency of an individual in a particular manner Traits help in defining the behavior of consumers According to the Trait theorists, an individual’s personality make-up stems out of the traits that he possesses, and the identification of traits is important.

Trait theory is representative of multi-personality theories Trait theory is based on certain assumptions, such as traits which are certainly stable in nature and a limited number of traits are common to most of the people.

According to the Trait theorists, an individual’s personality make-up stems out of the traits that he possesses, and the identification of traits is important The trait theories can be of two broad categories, viz., Simple trait theories and general trait theories.

● Simple Trait Theories

+ In simple trait theories, a limited number of traits are identified, and people are categorized and classified on the basis of these traits.

● General Trait Theories

+ In general trait theories, a large variety of traits are identified

2) Present the theories on consumer behavior applied for the project● Functional theories of attitudes ( utilitarian function )

- Because Mentos’s Gum line has only just launched 2 colors-2 smells ( sugary and sugar free) The Mentos Gum line will launch a new candy line, consisting of 6 jars with 6 different flavors focusing on the taste and sugar-free nature of the product, each taste will be a representative color ( Lemon, Grapes, Apples, Strawberries, Blueberries) I want to refer to the imagery and text to show the explosiveness of the Mentos Squad, like: “Bursting with taste with the Mentos Squad’’

“ Buy to Try’ will be the key to our campaign, but also the newness in the gum market and

with Mentos in particular.

● Balance Theory

- Because we want to accelerate our marketing through social media platforms, image is very important to us How can users be aware and pay attention to the function that our Gum line brings A TVC, Kols and Viral Clip will definitely be our choice Young people who are influential, have color and idiosyncrasies in every field will shoot clips of eating gum candy while they are in a down-mood, needing something to refresh immediately while they are working The flavors they eat speak to their personalities- pink, blue, yellow, purple, red- as well as coloring and imaging similar fruits to represent the taste while also using mint images to represent the taste while also using mint images to represent the mint flavor in each candy

down- mood.

● Traits Theory ( Personality Traits )

With this campaign, we want to bring the Mentos brand closer to young people with the

Big Idea “F5 WITH MENTOS - SPEAK YOURSELF UP’’ Who are you? Is it an introvert

or an extrovert? Do you prefer pink or red, or do you not like any color at all? Or do you like all kinds of colors? No matter who you are, Mentos is here to support you, even if you get down-modded sometimes, it's okay to refresh Mentos a little bit and then run on

III Situation Analysis:

● Customer analysis:

- The target market for Mentos’ Gum is Gen Z- young generation which consists primarily of clients aged 15 and up They have the tendency to buy snacks or candies and gum to refresh immediately they have to sit still 45 minutes or even hours in their office Gen Z tends to care more about value beside the main function of the product They use products or purchases to express, protect ans shape their lifestyles in society Therefore, Mentos’ Gum with the variety of colors and flavors, plus its unique fresh breath after using the product will help it become closer with target customers

- In particular, they want to promote a product that helps to refresh their breath and also care about the healthy factors of that product by lessening sweetness Moreover, adding colors and flavors to meet the expectation and bring the best option when customers decide to purchase

=>Therefore, people are more and more inclined to use Gum more over

regular candies, although compared to the variety of candies in the market, Mentos Gum is still new and does not get that much attention beside its advantages In Vietnam, customer's decisions to buy candy products are influenced by many factors In particular, they care the most about “ Heath” accounting for 19% Next is “ Taste” accounting for 13% The level of interest by customers when deciding to by takes 10% And most customers buy Gum to use so that it will help them to stay awake and more energetic

IV Marketing Strategy

1) Target customer:

A Demographic Segmentation

- Age: 15-25 years old The target group has many choices, low brand loyalty but easy to spread, easy to catch trends, willing to play, bear to spend.

- Gender: Male and Female, All Genders

- Places: 3 big cities ( Hanoi- Ho Chi Minh- Da Nang) - Spending conditions: from 3 million.

- occupation : Students, office-workers…

B Segmentation of psychology Character:

- Young, dynamic, positive, vibrant, trendy people, like to experience, discover new things, unique, love yourself, Gen Z, Self- determination, have a high frequency of using social networks Always have to sit still and work for more than 45-90 minutes One thing in common is that there is enthusiasm, willingness to burn out, but there are also many worries.

● Psychology:

- The desire to eliminate prejudices, step out of the comfort zone, there is no limit for Gen Z.

C Behavioral Segmentation:● Habits:

- Use social networks ( surf the newsfeed, view facebook, reels or Tiktok) to look for motivation, ideas, advice ( in addition to surfing for fun) Respond to trends on social networks ( post clips, reup, share opinions and experiences, debate something, POV, participate in minigames, ) Supporting differences but must always go along with ethics and humanity Does not adversely affect others.

Frequency: Being busy, working, studying every day, high intensity, having to regularly

brainstorm, looking for motivation,

- Where to go: Schools, workplaces, supermarkets, convenience stores, groceries, cafes, convenience stories

D Shopping behavior:

- The decision to buy products that have a real price and can be used in many cases Seeing promotions, having a lot of presence on social networks Curious about it and buy

E Priority is given to Gum candy products that are used in the following order:

Oral protection, anti- caries, jaw muscle training Many types of rubber are made specifically for therapy to help with weight loss, reduce stress, help with self-improvement, increase concentration when working and studying.

Flavor: Use as pharmaceuticals for oral