individual assignment topic developing a media plan for a real company in vietnam

and in 2000, it was renamed Nutifood.Slogan: Nutritional solutions from experts.Vision: To become a leading company in nutritional food, sustainable development forthe benefit of consume

Topic: Developing a Media Plan for a real company in Vietnam

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Fullname : Lê Thị Hân

StudentID: HS180536

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Class : MKT1818

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Lecturer : Đoàn Thị Thanh Hương

Course : MKT304

Table of Contents

I Introduction 3

1.1 Company 3

1.2 Products/ services/ customers 4

II The situation analysis (MKT) – swot 5

1 Strengths 5

2 Weaknesses 6

3 Opportunities 6

4 Threats 7

III The Media strategy plan (min 1 month) 8

1 Objectives – smart goals 8

2 Media strategy 9

3 Selecting broad media classes 10

4 Selecting media within classes and 5 Media use decision 10

IV Creative strategy plan 12

1 Schedule 12

2 Evaluation and follow up 12

V Conclusion 13

VI Reference 13

I Introduction

I Introduction

I Introduction

I.Introduction

1.1 Company

1.1 Company

NutiFood is a Vietnamese enterprise operating in the field of nutritional foods With the achievement of accounting for 22% market share, a difference of 1.77 times compared to the next ranked enterprise, NutiFood was honored to receive the title of Vietnam's No 1 Children's

Milk Brand from the Vietnam Dairy Association in 2020 (nutifood n.d.)

and in 2000, it was renamed Nutifood.

Slogan: Nutritional solutions from experts

Vision: To become a leading company in nutritional food, sustainable development for the benefit of consumers

Mission: Meet the specific nutritional needs of each age group and each different disease, contributing to the comprehensive physical and intellectual development of people (nutifoodsweden n.d.)

Core value system: Honesty - Health benefits - Caring for people – Fairness

With the slogan "Nutritional solutions from experts", considered a guideline for the direction of its activities, NutiFood invests heavily in research and development of specialized nutritional products With the cooperation of domestic and foreign nutrition experts, NutiFood is the first company in the country to market special treatment milks for patients who can be fed through a gastric tube at a price of just over a fraction of the price Half compared to imported products; Special products for diabetics, children with anorexia, and obese people; Product lines follow the life cycle from newborns, to ages that need brain development, height development, to pregnant and lactating mothers, to the elderly who need calcium supplements (suckhoedoisong n.d.)

1.2 Products/ services/ customers.

Nutritional

products

according to

age

Nutritional

products

for

special

treatment and

disease

prevention

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Nutifood's marketing strategies in particular and other steps are very solid At the same time, aiming for sustainable development Thanks to that, we received great support and love from many customers So this is the foundation, a solid basis for brands to offer those solutions

1 Strengths

Invest and develop modern production technology

Invest in modern production lines and equipment imported from Germany, Sweden, Japan, etc Thereby, ensuring safe quality with maximum nutritional content Vietnam's No 1 children's milk brand

Leading nutritional research team and advanced production technology Nutifood has been at the forefront of health solutions related to malnutrition, diabetes,…

• Improve nutritional quality and community health care

Nutifood is honored to be trusted by the Government to jointly solve the national nutrition problem That is to reduce the rate of malnourished and stunted children from 31.9% in 2009,

to less than 15% in 2020 In addition, we also strive to bring quality products suitable for all ages

• Extensive distribution system

Distributed widely throughout the country so that users can access it easily In addition, there are also diverse forms such as retail, stores, supermarkets, schools, with a large number of

partners.

2 Weaknesses

Media crisis

In 2018, 73 Dong Nai students were hospitalized with stomach pain and vomiting due to suspected poisoning from drinking Nutifood milk Or most recently, in 2021, Nutifood caused great controversy when it let Hoai Linh be the product brand ambassador Meanwhile, this artist is suspected of stealing charity money from people in the Central region From there, it greatly affects the reputation and prestige of the brand

In 2021, Nutifood's Nuti Calcium soy milk was notoriously "accused" of having a strange smell Previously, there was a "scandal" of spoiled milk, floating about the ready-to-mix powder product Nuvita Grow 110ml However, after inspection, the products showed no strange signs However, this result still leaves customers confused

3. Opportunities

Dairy market potential in Vietnam

Economic development necessitates increased health care and investment in new generations, making supply-demand balance challenging Prioritizing milk and dairy products, particularly liquid and powdered milk, for potential markets

Current convenience trends

Instant drink products are very popular today Therefore, this is a good opportunity to combine powdered milk into ready-to-use formula Thereby, ensuring consumer demand as well as necessary nutrients

Vietnamese people increasingly prefer "domestic" products

After Covid-19, 76% of Vietnamese consumers prefer domestic products, particularly health-related brands, due to their clear origin, high quality, safe, and affordable prices Vietnamese goods account for 90% of domestic distribution facilities

4 Threats

Competition is fierce

The dairy market share is increasingly competitive with both domestic and foreign brands Some typical names include: Vinamilk, TH Milk, Moc Chau, Of which, Vinamilk is the brand holding more than 50% market share In addition, Abbott, Frieslandcampina Vietnam,

milk market with 75% It can be said that this is no small challenge for Nutifood.

Inadequacies in dairy farming

95% of dairy cows in our country are raised on a small, unprofessional scale Animal husbandry techniques and disease prevention have not been properly trained In addition, the increase in prices of breeds, animal feed and output prices, etc All make it difficult to ensure the quality of milk sources Not to mention, it can only meet 20-30% of consumption, so milk imports are huge And to solve this problem, businesses have to invest large costs From there,

it leads to price fluctuations, squeezing revenue and profits

Competitive pressure has increased sharply since joining the WTO

Tax cuts for foreign milk are committed to in the Preferential Tariff Agreement with general effect in the ASEAN Free Trade Area (CEPT/AFTA commitment) and commitments to the WTO

Externalizing psychology

However, currently, a part of consumers still tends to prioritize consuming foreign products From there, it has a negative impact on consumption

Food quality and safety issues

Due to loose inspection and control processes, many branded and counterfeit products are floating on the market It causes the reputation of brands to be seriously affected

III.TheMediastrategyplan(min1month)

1 Objectives – smart goals

Objectives increasing brand awareness and increasing sales are common goals of a communication plan This ensures that the company will focus on improving brand awareness and enhancing sales

increase in social media interactions and a 10% increase in sales within 1 month This goal is smart because it provides specific metrics and deadlines, making it easy to evaluate performance and progress

2 Media strategy

Image

An attractive TVC and advertising should be a top priority to attract potential customers Withthe 4.0 generation of features, boring content will not be able to attract customers

Advertisement

The content, the content about the valuable uses of the product makes the buyer make a product decision Gen Z uses Social Media very intelligently and critically This forces us to

be honest in the promotion and not make the product experience leave a bad impression That

is the key to breaking down barriers between brands and products with buyers

Story

of spreading the content and story of each product A social network is a suitable place for spreading information and creating unique and interesting things for customers

Buzz marketing

The impact of groups and marketing is pushed up and also makes people affected by positive beliefs about the product, thereby affecting purchasing behaviour This is also a fairly effective communication method for the brand

Influencers

Partnering with influencers, KOLs makes products more known on social networking platforms TikTok, encourages cooperation with people with product-related to promote easier

3 Selecting broad media classes

Imagery Interactive

tool

Internet

advertising

Support

Media

x

Online

newspapers

E-commerce

platform

Social

platform

4 Selecting media within classes and 5 Media use decision

Selecting media within classes Media use decision

Website:

Run by algorithm on Google with the

Keywords “Raising nutritional standards,

Reaching Vietnam's level”

Running NutiFood Official Website

Advertisement

Image ads interspersed with promotional Information

Website programs display relevant banners,hashtags, and slogans

Facebook:

Associate with KOLs with posts with

hashtags

Post in food review groups

and actors on social networks and a few short videos

Instagram:

Posting photos and videos on Instagram

and story

Book people who have Instagram channels about food, send reviews of product flavours

Tiktok:

Combined with performer Anh Tú and

Diệu Nhi with 67.4 million likes

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You can accumulate points to redeem gifts right on Tiktok when there is a code in the milk carton

Youtube:

Run online ads

Invite nutrition specialists to promote the product

Support Media:

Large billboards in big cities such as

Hanoi, Ho Chi Minh City and public

amusement parks such as pedestrian

streets

Estimated 150 billboards in Vietnam

Placed in places where many people gather, suchas pedestrian streets, public places, andcommercial centres

E-commerce platform:

Create sales on commerce platforms such

as Shopee, Lazada, Tiki to promote and

attract customers to buy products

Tiki: When ordering Grow PLUS+ products on Tiki app, users apply code

"UONGGROWPLUS+NGAYTHOI" before payment to receive 10% discount on products

IV.Creativestrategyplan

1 Schedule

4.2 Evaluation and

follow-up.

- Internet advertising:

2 Evaluation and follow up

- Internet advertising

With a low response rate of only 50%,

The number of positive feedback ranges from 75% to 89%

Received quite a lot of good feedback on product quality

Reach increases and leads to 100% positive responses

-Social platforms

- Social platforms

Social media engagement reaches 60%

With a dizzying reach in just 1 week create challenges

Up to 100% positive engagement rate,

In addition, there is still negative feedback, but only a small part of 10%

- Online Newspapers:

- Online Newspapers

Views of online articles are lower than views of websites reduced visits

Access by different age groups increases

V.Conclusion

Despite the fierce dairy market with countless reputable and top quality brands Customer benefits and improved quality of life are the key keys to creating this success Because it is the factor that brings the brand closer to customers Even everyday life With a solidly built foundation and stepping stones, NutiFood is ready for further success in Vietnam As well as reaching out to assert ourselves in the world market (nutifoodshop n.d.)

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n.d nutifood https://nutifoodshop.com/thong-tin/ABOUT-NUTIFOOD?key=lsht

- n.d nutifoodshop https://nutifoodshop.com/thong-tin/ABOUT-NUTIFOOD? key=lsht

- n.d nutifoodsweden https://nutifoodsweden.com/vi/

- n.d suckhoedoisong https://suckhoedoisong.vn/nutifood-va-hanh-trinh-day-thu-thach-nang-chuan-dinh-duong-cho-nguoi-viet-169160683.htm