Our company will suggest communication actions directed at thetarget audience in the article "STAR KOMBUCHA INTEGRATED MARKETINGCOMMUNICATION PLAN FOR THE FIRST 6 MONTHS OF 2022" The fir
Executive summary
STAR KOMBUCHA is a healthy fermented drink with 100% natural ingredients from tea, SCOBY, natural fruits and herbs It is rich in probiotics (lactobacillus), organic acids, antioxidants, vitamin B, polyphenols, EGCG that have wonderful health benefits, especially for your gut and immune system Kombucha originated from the Eastern regions around 2,000 years ago It was widely known as the “Tea of 2020 Immortality”.
Kombucha fermentation process takes 30 days, fresh ingredients include pure tea, SCOBY, pressed juice, and herbs In the modern world, Kombucha has become a daily beverage preference to nourish mind, body & soul People around the world, from the U.S to Canada, France, Germany, and many more countries are drinking kombucha as a healthy alternative beverage, and its amazing taste The mission of Star Kombucha is to spread our craft to the world, the journey to improving health, one gut at a time.
However, when it came to accessing the Vietnamese market, Star Kombucha faced several hurdles and challenges For Vietnamese customers, fermented tea is an unusual drink, therefore they are still wary of it Furthermore, Star Kombucha's communication operations in the Vietnamese market have not significantly increased the brand's appeal Our company will suggest communication actions directed at the target audience in the article "STAR KOMBUCHA INTEGRATED MARKETING
The communication plan for the first half of 2022 encompasses thorough market research on the fermented tea industry in Vietnam, identifying Star Kombucha's target audience, and conducting a comprehensive SWOT analysis Based on this foundation, it establishes strategic objectives, develops innovative communication tactics, and designs integrated communication strategies involving sales promotion and public relations The plan further outlines a precise timeline and budget, ensuring effective implementation To gauge the success of these initiatives, performance metrics will be tracked, and control mechanisms established for ongoing optimization Adherence to these parameters ensures a coherent and impactful communication strategy for Star Kombucha.
The fermented tea market
Due to the impact of the COVID-19 pandemic, 57% of global consumers said they were worried about their body's immunity As consumers seek to boost their immune system, they are increasingly interested in products that boost their immune system and overall health
The COVID-19 pandemic has highlighted the importance of weight management, particularly for those with underlying health conditions such as hypertension, diabetes, and cardiovascular disease This realization has escalated consumer demand for functional solutions that promote healthy weight management Notably, the ongoing prevalence of type 2 diabetes remains a significant concern, further emphasizing the need for effective weight management strategies to mitigate its health risks.
2019, there were 88 million people in Southeast Asia with diabetes, the trend will increase sharply in 2045, increasing by 75% or 153 million people.
In particular, it entails the risk of obesity, lipid metabolism disorders, high blood pressure, cardiovascular disease, Market trends have changed, requiring products to meet this demand This is an opportunity for the development of health care products according to the general trend of the world Kombucha is a new product that promises to explode in the future The size of the world's Kombucha market is forecast to grow, reaching from $3.5 billion to $5 billion by 2025 (Kim & Adhikari)
Star Kombucha target market
Although we call it a drink, Star Kombucha is not a beverage, but a dietary supplement, flavored to make it easier to drink Also because there are many different flavors, the product is easily confused with soft drinks The product is recommended to use whenever the body feels tired or to drink 1-2 cans daily to maintain good health.
In the same segment of Star Kombucha are functional food supplements, not soft drinks or fermented juices The market for this drink are consumers (or private buyers) (B2C) and business (B2B)
Health is the most important market This product is aimed at a target group of women aged 18-44 (gen Z & Y) who are starting to care about their health and beauty.They are well-informed and educated adults Therefore they are professional occupations and of upper-middle class So they are not only ready to purchase a product which is good for their health but also able to pay more for it They are most likely to already own a functional food supplement or similar.
Supermarkets and agents are also the customers that Star Kombucha is aiming for Although less than 10 years of existence, the strong development of modern distribution channels (Bach Hoa Xanh, Vinmart, convenience store chains, ) in recent years has had a great influence on consumption trends Retailers have great influence in bringing products to consumers, so they are important partners that Star Kombucha aims to promote products, convincing them to bring Star Kombucha to put on shelves in the store According to statistics, the customers who come to these stores are the consumers that Star kombucha is aiming for.
Retail systems are notoriously difficult to choose for companies that supply products But the development of this distribution system will greatly contribute to the development of product reputation.
Those who are recognizing the health issues and would like to improve them. This group is likely to be exposed to internet advertising and effects from acquaintances but that is not the only reason to motivate them to purchase The size of this group is growing everyday and promises huge growth potential for this market.
A common problem among this target group is chronic stress The root of this problem comes from the pressure of life plus the lifestyle and way of living of each person If everyone is interested in a healthy lifestyle and eating, there will be no need for additional foods like Kombucha If not, Star Kombucha will help balance and supplement the missing nutrients.
Kombucha fermented drink is effective in maintaining and restoring health thanks to its high antioxidant, detoxifying and antibacterial ingredients, good for the digestive system and strengthening the immune system.
To empower consumers nationwide, we aim to educate them about our product and dispel misconceptions regarding healthy hydration Currently, our focus is on metropolises such as Ho Chi Minh City, Hanoi, and Danang, where residents exhibit modern lifestyles, prioritize health, and are open to innovative offerings.
With a system of stores stretching across the country, especially in big cities(Star Kombucha's main market) Cooperation with large retailers will help products close to consumers and easy to purchase when there is a need.
Goody group: SWOT analysis
- Consumption is conscious as well as higher spending on healthy products.
- The market has potential in the future.
- High quality raw materials contribute to improve product quality
- The majority of the population is still unaware of healthy products
- Meet customer needs of food supplements
- High-tech production lines, modern production facilities, high-quality raw materials, fast-developing technology, easy access, modern consumer tastes, with these factors the company invests in developing new product development.
- Customers' high requirements for quality and design should lead the company to develop new products.
- The price of the product is quite high compared to other soft drinks on the market.
- Consumers also do not have a clear understanding of the product, high risks
Financial sources is not strong
- The company has not yet built a product to distribute abroad combined with modern consumer tastes, so the company needs to focus on market development strategy.
- Competition is very fierce with competitors in the market and substitute products, high requirements of customers for quality and design, so the company focuses on developing new products.
- Strengthen marketing to expand the market and export products to the market
Campaign objectives
Awareness: Increase Star Kombucha brand awareness among target audience interested in products to 40% in 6 months in Ho Chi Minh City and Hanoi
Knowledge: Increase the understanding of target audiences in Ho Chi Minh
City and Ha Noi about products: information, benefits, of Star Kombucha by 25%
Conviction: Motivate 15% of the target audience in Ho Chi Minh city and
Hanoi to decide to buy products of Star Kombucha brand.
Creative strategy
Advertising campaign
Key idea: “Kombucha trà cho sức khỏe".
Key message: With Star Kombucha, women can bring their health and beauty enhancement by using an amazing tasting beverage made from natural fermentation.
Creative brief
Brand statement: Star Kombucha - Fermented drinks that improve the overall health and well-being for everyone.
The women between the ages between 18 and 44 (gen Z & Y) care about their health and beauty and live in metropolises such as Ha Noi, Da Nang and Ho Chi Minh City.
- Fact: They often choose purified water or fruit juice to use, since alternative canned or bottled drinks with many flavors currently on the market have a bad effect on health and beauty In addition, they also are shoppers who usually shop at point-of- purchase on modern trade channels and pay attention to product packaging
- Truth: They want to enjoy delicious drinks with diverse flavors, but they are concerned that the sugar and calories content on the ingredients list of these drinks are not beneficial for health and beauty, since high calories cause weight gain and high sugar index will easily cause skin aging.
- Insight: “I'm looking for convenient and amazing tasting drinks that offer a variety of flavors but having “fresh” ingredient lists which are good for health and beauty.”
- There are well-known brand in different categories such as retailers (Supermarkets: Co.op Mart, AEON Citimart, An nam Gourmet), Minimart (Bách Hoá Xanh, VinMart/ VinMart+), Convenience Stores (Circle K, 7Eleven) They have more than 5 years experience as well as a high reputation and strong potential in the retail market in Vietnam.
- E-commerce sites (Shopee, Lazada, Tiki) with a high level of popularity and strong potential in Vietnam.
- Members of the groups “Đẹp Chanh Sả" and “YÊU EAT CLEAN" on Facebook.
- Followers and Subscribers of these KOLs /Influencers
- Audiences of online newspapers Kenh14, Harper's Bazaar Vietnam.
- Audiences of the show “The Next Face Vietnam”.
- Other publics such as users of social media platforms including YouTube, Facebook, TikTok , Instagram as well as shoppers at all of the Point-of-purchase that Star Kombucha distributed.
- KOLs/ Influencers including Hana Giang Anh, An Phuong and Lam Thuy Nhan who are producing contents about health and beauty.
- Mentors of the show “The Next Face Vietnam” such as Mau Thuy, H'Hen Niê and other contestants in this contest.
- Administrators of two groups ”Đẹp Chanh Sả" and “YÊU EAT CLEAN" on Facebook.
- Kenh 14 newspapers and Harper's Bazaar magazine.
Major selling idea
- Rational appeal: Kombucha fermentation process takes 21-30 days and has fresh ingredients including pure tea, SCOBY, pressed juice, and herbs SCOBY will transform tea and sugar mixtures into vitamin C, polyphenols, EGCG, vitamin B and many other good bacteria.The bacteria and yeast in SCOBY break down the tea’s sugars and convert them into a multitude of vitamins, enzymes.
- Emotional appeal: The ingredient - SCOBY, is selected and imported directly from the U.S Star Kombucha, bringing women the drinks which are fresh,amazing tasting and 100% natural ingredients, has become a daily beverage preference to nourish the mind, body & soul without worrying about weight gain,adverse effects on skin.
Creating brand image
Concept: Modern, dynamic and fresh.
Theme: Colorful fits our Star Kombucha products packaging.
- Demonstrates modern and dynamic, yet attainable the fresh feeling
- Contains diverse product images of Star Kombucha canned fermented beverages.
- Use the Star Kombucha logo.
- Concepts must be able to work for point-of-purchase materials, both print and digital advertising.
Creative strategy: Implementation and evaluation
Print advertising
Advertising appeal: Both rational appeal and emotional appeal are used in print ad Ad for Star Kombucha uses rational appeal by providing information about ingredients of product Emotional appeal relates to customer’s social and psychological needs Self-love and beauty needs are the emotional motives of target customers for their purchase decision The ad is targeted at women and designed to educate them how Kombucha can help them look better in - and - out
Advertising execution: Rational appeal combines with straight-sell execution to present information and benefits about Star Kombucha A picture of product occupies part of the ad, and the factual copy takes up the rest of the space
Headlines: Indirect headline is used to attract reader’s attention and interest, Provoking curiosity and lure readers into body copy to get an explanation
“Không chỉ là trà, là Kombucha”
Subhead: highlight the major point of the message
“Nuôi dưỡng sức khỏe và sắc đẹp mỗi ngày”
Body copy: straight-sell copy presents relevant information with type of rational appeal.
“Trà lên men- men SCOBY- trái cây- thảo mộc”
Visual elements: The focus of the visual is Star Kombucha product visual image to promote product identity Pink and orange are the main colors of the ad Painted illustrations of tea leaves, fruits, are used and work in a healthy and energetic concept to produce an effective message Logo should be included
Layout: Main visual- Star Kombucha can is in the center of the ad.Followed by big headline on the top of the main visual, subhead smaller than headline at under Body copy is separated into 4 parts and put at 2 sides of the main visual Small logo of Kombucha is on the top left.
Online advertising
Advertising appeal: Rational appeal - Provide the clearest information about the product Emotional appeal - Stimulate consumers to care about the health of themselves and their families
Advertising execution: Rational appeal combines with straight-sell provide the best information and benefits of Star Kombucha A realistic photo of Star Kombucha and our slogan will be presented with variable colors that stimulate viewers.
- Size: Medium rectangle banner (300*250) - is able enough to show all the information as well as the most appropriate image for the audience
- Place: The placement of this ad will be at the top of the page, in the right corner
- where it can attract a lot of attention from the target audience.
- Ads: The advertisement will show full information: the logo of Star Kombucha,each sample of Kombucha tea with different flavors and Slogan " Kombucha trà cho sức khỏe" The main colors will be vivid colors suitable for each taste of Kombucha The appearance of lively ads on social media will help Kombucha get the attention of many people.
Advertising appeal: Online videos will focus on the rational appeal to make awareness of target audiences about Star Kombucha’s special ingredients and functions.
Advertising execution: rational appeal and straight-sell will be combined continuously
Size: 16:9 - reasonable size to show ads in high quality (1920-1080px)
Use of video: interactive ads - that take over the full screen and preempt or pause the video content and allow a variety of interactions, like clicking for more information, signing up for a newsletter, or locating a store.
Audio elements: no audio, length: short form - 11s spots
Content: The video will revolve around the flavors of Star Kombucha Using bright and vivid colors that match the color of the product cans combined with video editing technologies will make the short promotional video stand out more.
Media planning, strategy and tactic
Press releases
Harper's Bazaar 95% 200K people 6 times /3 months
Classification: Harper's Bazaar Vietnam is a monthly women's fashion consumer magazine, a member of Harper's Bazaar worldwide, one of the world's leading fashion magazines Harper's Bazaar Vietnam magazine is read by more than 150,000 successful, stylish, high-income women who always consider the magazine as a guideline for their modern lifestyle Therefore, this is a consumer magazine in line with the brand image orientation and target audience of the Star Kombucha company.
Positions: Lifestyle categories of Harper's Bazaar magazine.
Magazine features: Use the full page to place advertisements with half of the product's images, the other half is the content of information and benefits about the product This is a perfect choice because it has been promoted to specific target audiences who are interested in beauty, and has been true to the benefits that the product brings to customers, narrows the customer base and saves costs for Star Kombucha businesses.
- Contact the advertising department of Harper's Bazaar magazine: contact.bazaar@sunflowermedia.vn
- Submit images and content of articles to promote in the Lifestyle categories
- Release time: April 25, 2022, May 30, 2022, June 27, 2022.
Types of newspapers: Kenh14 is one of the most influential online daily newspapers on social platforms The age of readers with 18-44 years old accounts for more than 70% of the total readers of the newspaper, readers living in Ho Chi Minh City and Hanoi accounted for 69% In which, Beauty and Fashion section has more than 20 million readers per month Moreover, the majority of kenh14's readers are teenagers and office workers, thus stimulating and imprinting on the target audience's mind about Star Kombucha.
Types of newspaper advertising: Because Star Kombucha is a new product entering the market, choose the form is to book advertising articles in the Beauty and Fashion categories will reach the most customers Especially Kenh14 is an online newspaper that can create unique contents that can influence many people, audiences read and learn the information through it.
- Contact the advertising department of Kenh14 newspaper:giatrixahoi@admicro.vn
- Submit article content and product images to promote in the Beauty and Fashion categories.
Traditional support media
The option of using tote bags in advertising campaigns to increase business awareness will be applied Tote bags have high durability, low cost and easy printing features Promotional tote bags are often used as product packaging or gifts to give customers and partners on special occasions Thereby, it will create better sympathy in the hearts of customers and effectively spread the brand Because of that, STAR KOMBUCHA can increase its recognition for customers and communicate marketing messages to all potential customers Thereby making a strong impression on customers and spreading the company's brand more effectively When buying a combo of 6 cans of Star Kombucha with a capacity of 240 ml for 210,000 VND, you will get a free tote bag.
Poster is an effective and inexpensive communication tool aimed at specific audiences and customers When placed in the right place STAR KOMBUCHA can use posters placed in supermarkets, convenience stores (AEON Mall, Co.op Mart,Vinmart, Annam Gourmet Bach Hoa Xanh, Circle K, 7-Eleven) through the displayed content, conveying the full meaningful message of STAR KOMBUCHA to the customers Eye-catching posters that can attract viewers will make customers buy or use the products and increase brand awareness.
Non-traditional support media
Star Kombucha strategically targets women aged 18-44, addressing their multifaceted concerns in this stage of life These women face pressures balancing work, domestic responsibilities, and self-care, often neglecting their well-being Postpartum issues can exacerbate these concerns, manifesting in various symptoms Star Kombucha aims to offer respite by featuring in the 1990 film, which resonates with women grappling with issues of marriage, work, love, and beauty The film's prominent placement of Star Kombucha underscores its relevance to women's concerns, presenting it as a potential solution to life's challenges.
1990 film, Star Kombucha, seeks to express to women who need to know how to take better care of themselves and love themselves more so that they can do a good job as a woman.
Data from SocialHeat - a Social Listening and Market Intelligence system (collecting and analyzing information in real-time, automatically, and with coverage covering more than 90% of news and discussion sources on the internet) society - show that reality shows and game shows are currently popular among Gen Y and Gen
Z The rating of reality programs and game shows in 2020 ranged from 1.5 to 3.3%.Sponsorship of reality TV shows by Star Kombucha has the potential to have substantial spillover effects and attract the attention of target consumers As a result, for the first six months of 2022, Star Kombucha will sponsor one program aimed at the same audience as Star Kombucha:
- The Next Face Vietnam : The Next Face of Vietnam is a competition to identify influential model faces on social networking platforms in the 4.0 era.Not only do you need to have the dazzling look and abilities of a professional model, but you also need to be able to make an impression on digital and social media platforms This is an intriguing playground for Gen Z young people who have a huge interest in models.
Influencer marketing
Influencers roles: convey the message with the quantity and time given by brief
Post: 1/day, Story: 5- 7/day, Reel: 2/week
Content creation refer to key message and brand orientation.
Guarantee: post quantity, letter quantity for each post, number of channels, time sharing.
- Message customization: transfer key message to their own followed by personal style, followers,
Star Kombucha ingredients are good for digestion and weight loss
Fitness language: how product help customers in fitness journey
Star Kombucha is a daily product for women to have smooth skin and a nice body.
Picture Daily language: How products affect influencer’s skin and health.
Star Kombucha is a product for both in-and-out beauty
How products help influencer boost energy and keep fit
Digital marketing and social media
According to a report by Hootsuite (2021) that 70.3% of Vietnamese people use the Internet and 94.7% of them use Social Networking sites Therefore, Star Kombucha chooses to run banners on media vehicles including:
- Facebook is currently the most popular social networking site in Vietnam with
68 million users Running banner ads on Facebook helps brands easily reach the public quickly and the audiences easily accessing the brand's official page on the platform With the current figure of likes on Facebook at 16,000 likes, using banners will increase engagement with the brand's post and increase the number of page likes, also increasing traffic of Star Kombucha's website with the attached link.
- The brand decided to run the banner on Facebook with the ads “Kombucha trà cho sức khoẻ" in 14 days.
- Instagram has 6 million users, of which 60.5% are women between the ages of
Instagram's significant user base, particularly within the target demographic of 18-24, makes it an ideal platform for Star Kombucha's health- and beauty-oriented beverages Instagram's image-centric nature complements the brand's strength in visual content creation Notably, Instagram offers two advertising options: post and story ads, facilitating tailored outreach to the intended audience.
With the habit of story surfing for the target audience nowadays, the brand will choose to run ads on Instagram story with the same message “Kombucha trà cho sức khỏe" at the same time as running on Facebook to increase the frequency for target audiences in two media vehicles In addition, running ads in the form of Instagram story also helps to increase the number of followers for Star Kombucha's account when the current figure of followers is only 1643 followers and increases website traffic to support the SEO of the brand's websites.
8.5.2 SEO - Search Engine Optimization and Behavioral targeting:
With its position as the most popular search engine in the world as well as in Vietnam Star Kombucha chooses to run SEO on Google to help the website increase the position appearing on the first page (Top Google) when the audience searches for the keyword "Kombucha", thereby increasing the brand's awareness for the target audience as the main objectives of our plan.
Compared to paid search, SEO is a cost-effective marketing strategy However, businesses must invest significant time to achieve top rankings on Google Star Kombucha has consistently implemented SEO initiatives and witnessed gradual improvements in their search visibility Their website currently occupies the 2nd position on the 2nd page of Google's search results for the keyword "Kombucha." To further enhance their online presence, the brand should prioritize on-page SEO optimization.
Increase website traffic of target audiences by using keywords "Kombucha",
"Star Kombucha", "Trà lên men", "Good for health and beauty", “Sức khỏe", “Sắc đẹp" and continuously update images and clips for latest product information on the brand's website.
Star Kombucha utilizes behavioral targeting through Google Shopping Ads, effectively targeting consumers based on their search history and preferences This strategy is combined with brand SEO keywords such as "Kombucha," "Star Kombucha," "Trà lên men," and "Good for health and beauty," ensuring that the ads are displayed to relevant audiences who have expressed interest in these keywords.
“Sức khỏe", “Sắc đẹp" when audiences mention and search about them
Accordingly, images and links to Star Kombucha's website or E-commerce platforms (Shopee, Lazada and Tiki) for customers to purchase products will appear when they surf on media vehicles Facebook, YouTube, Google etc.
A social network with a fast growth rate these days with 10 million users including target audiences of Star Kombucha.
Tik Tok, Facebook Story, Instagram Story, Youtube short platforms will be chosen by brand to run short video in 15 seconds to promote Kombucha product for 2 months, these short videos will be appeared when users access the application
Interstitials on social media platforms like TikTok, Facebook, Instagram, and YouTube integrate seamlessly with a business's personal account This strategic placement not only reinforces the campaign message to the target audience but also drives traffic and boosts engagement for the account of Star Kombucha By leveraging this feature, brands can effectively remind audiences of their campaign and simultaneously enhance their social media presence.
According to a report by Hootsuite (2021), 55.7 million Vietnamese people use the social network YouTube, is the second most popular social network after Facebook and according to a report from Q&Me, each user spends 2 hours on average per day for using YouTube.
Star Kombucha has its own YouTube account but its subscribers are not high (only 344 subscribers) so in this plan we decide to run ads on YouTube, in the form of Bumper Ads by using our short videos in 6 seconds to introduce our product images and benefits of Kombucha Tea for 2 months The form of Bumper Ads helps the receiver receive and remember the main message that the brand wants to send as well as Star Kombucha can save the amount of costs in communication activities by using this form.
Star Kombucha will contact and send our fermented tea products to administrators of two groups “Đẹp chanh sả” and “YÊU EAT CLEAN” on Facebook media vehicles Administrator’s team will use the product then post these product reviews on their group Each post will share the contents including the ingredients, the uses of the drink, price, the distribution for members to buy and the recommendation, also attaching testimonial photos of this Kombucha tea with the hashtags
Direct Marketing
Star Kombucha continues to produce content for social networking sites such as Facebook, Instagram, TikTok and YouTube to increase engagement for our page In addition to producing content about products and its use attached with images and videos, Star Kombucha will also publish content for sharing to target audiences on social networking sites about other communication activities in this plan.
- Star Kombucha will share the official poster of the show “The Next Face” as a show sponsor on Facebook and Instagram throughout the show time During the program, the brand will also regularly update photos of mentors and contestants taking pictures with our products with the hashtags
- The fanpage of Star Kombucha on Facebook and Instagram will share a link to access the article about the brand on the kenh14 with the hashtags
#Sacdep and post photos of the brand appearing in the Harper's Bazaar magazine on the story.
To promote our premium offering, we announced a Tote Bag giveaway on Facebook and Instagram Customers who make purchases during the specified promotion period will receive a complimentary tote bag We included a captivating image of the tote bag in our post and used relevant hashtags such as #STARKOMBUCHA, #Kombuchatrachosuckhoe, and #Dangthondadep to enhance visibility and reach.
#Suckhoe #Sacdep are also attached.
- In addition, before and during the Brand Activism activity at POP Aeon Mall Binh Tan, Gigamall Thu Duc and Lotte Mart South Saigon, the brand will post content about this activity on Facebook and Instagram platforms with hashtags
#Sacdep to attract the interest and interaction of our target audiences It also contributed to the success of Star Kombucha's Brand Activism.
Target market coverage
To be able to reach target audience awareness of around 40%, Kombucha will set a media coverage percentage approximately 40% With a recommendation of about 40%, since Star Kombucha is a new business,the goal of Star Kombucha will be to achieve full market coverage Therefore, the company will aim for Partial market coverage in about 6 months.
Sales promotion
Consumer-oriented
Vietnamese people have the mindset that if they notice a throng forming on the street, they would be intrigued The crowd effect will influence the bulk of customer mentality to utilize high-quality items for free According to a marketing institute research, when asked why consumers want to sample the goods, up to 81% of customers responded that they want to experience the genuine product and use the items for free Star Kombucha uses the Sampling technique because it hits consumer psychology and crowd impacts.
In order to swiftly learn about consumer opinions, sentiments, and responses. Star Kombucha used an "in-store sampling" method in delivering these prototypes to consumers:
- Retail chains: Big C, AEON Mall, Bach Hoa Xanh, AEON Citimart, An nam
Star Kombucha will employ self-liquidating premiums to entice its target audience to buy and use the product When you purchase a 240 ml can of Star Kombucha Passion Fruit for 35,000 VND, you will receive a 30,000 VND can of Star Kombucha Pink Guava In addition, if you purchase 6 cans of Star Kombucha for 420.000 VND, you will purchase a yoga mat for 100,000 VND, a savings of 50,000 VND off the usual price of 150,000 VND.
According to the poll, one-third of the consumers prefer to buy discounted goods Every year, they spend an average of roughly 10% of their basket on products on sale This demographic is primarily under the age of 40 Recognizing the benefits of discount programs, Star Kombucha will implement a sale campaign in the form of highly unique Price-off deals The discount will be as follows on important monthly days such as January 1, February 2, etc., or Star Kombucha holidays:
Type of goods Original price Reduced price
Combo 4 cans of Star Kombucha – Balance Pack 140.000 VND 120.000 VND Combo 4 cans of Star Kombucha – Beauty Pack 140.000 VND 120.000 VND
12 cans of Star Kombucha – All in one 420.000 VND 337.000 VND
Trade-oriented
Star Kombucha will subsidize its wholesaler and retailer partners some buying allowances, whereby Star Kombucha may reduce the list price offered by the company, This grant is granted to wholesaler and retailer partners for the purpose of helping to increase the profit margin for distributors and retailers Retailers, mistakenly make them more interested and preferential about the product.
Star Kombucha offers a range of promotional allowances to its wholesaler and retailer partners for additional promotional activity and strong partner support at the retail store level, which is important in this regard Establishing a relationship between the buyer and the product Star Kombucha will provide promotional allowances to their wholesaler and retailer partners to conduct promotional activities on behalf of the company to encourage the store to display its products in multiple locations in the store to stimulate purchases.
In order for its products to be noticed and easily seen by customers, the products must be placed in convenient locations and can reach customers as quickly as possible, to do that, Star Kombucha will have to pay a fees (slotting allowances) for trading partners to place their products on retail shelves, where the products can reach customers in the most convenient, easy and fast way.
Display and Point-of-purchase materials
Set up booths and standees at points of purchase is:
At the point of purchase invite, 1 MC and 5 PG to promote Star Kombucha products with the message in booths and standee is "Star Kombucha - trà lên men tốt cho sức khỏe" for 2 days at 1 of the 2 locations above by organizing a winning mini games Booths and standees are located at the entrance of the point of purchase to attract the target audience, where the standee is placed within 2 weeks to promote the product.
Mini games: Take photos with products at the booth and post them on social networking sites with the hashtag #STARKOMBUCHA #Kombuchatrachosuckhoe to be able to receive a gift of Star Kombucha products
- Contact the advertising department of 2 trade centers to easily attract customers' attention.
- Set up a booth at the entrance of the supermarket
- Print pre-prepared questionnaire and distribute to each PG to collect customer information
- Put the Star Kombucha product display shelf in the center of the booth.
Public Relation
Objectives
- Community members: increased brand awareness in VietNam market by about 40% in 6 months of campaign implementation Create a positive view of the community about the brand image
- Customers and clients: increase 30% of customers returning to use the product,through environmental protection can help achieve a positive view from the target audience and capture more than 15% of the target market.
- The media: increase the coverage of Kombucha ads by 25%, repeat frequency at different time intervals, to be able to create stimulation for the target audience to buy and use the product, thereby increasing the target audience up about 15%
- Educators: 40% of those who have a habit of following those educators regularly will become a target of Star Kombucha in about 6 months
- Community involvement: Attracted 1000 participants in Ho Chi Minh City during the event.
Determining PR audiences
Internal audiences may include the employees, stockholders, and investors of the firm as well as members of the local community, suppliers, and current customers, members of community organizations for the environment,
Vietnam has just experienced the Covid19 pandemic crisis According to Kombucha's research, people tend to be more concerned about their health after experiencing the disease That's why Star Kombucha has launched a program to support patients who have recovered from illness, with gifts of free product use for 2 months as a gift to congratulate patients who have won the Covid pandemic.
Kombucha realizes that environmental issues are being deeply concerned by society Therefore, the company offers a program to build community value as well as corporate image through every 1 product sold by the company, a part of the profit will be contributed by Star Kombucha to the fund to rebuild the environment Thus, when this campaign is implemented, it will bring benefits to all 3 parties: Star Kombucha, clients and nature
The KOLs that Kombucha chooses as their educators, governments, social
Using social media tools is the best way to make connections and build relationships with your target audience With the coverage in different social platforms such as Youtube, Facebooks, Instagram, Google, together with the frequency of repetition of these ads will be deeply imprinted in the target audience's mind That will stimulate their buying behavior
Star Kombucha selects KOLs/Influencers to convey the benefits of usingKombucha They will educate the audience about using Kombucha regularly to improve health Moreover, these educators will regularly upload videos, statuses,stories about using daily products to express the importance and necessity ofKombucha for health Gradually, it will form a habit for the target audience and stimulate them to use the product
Implementing PR program
In a small survey that our team put together, up to 65% of consumers will choose products with good images Therefore, Star Kombucha will build community- oriented activities for consumers to have a good look at its products.
With the desire to help patients recover quickly, strengthen their resistance, regain optimism, and build a healthy community together, we launch the program
"Recovering health after the epidemic" together with STAR KOMBUCHA” to give free health gifts to patients who have recovered from Covid Participants are patients who have recovered from Covid between the ages of 20-45, are not pregnant or lactating women, have no underlying medical conditions, need to recover to quickly return to work, and live in HCMC After the player registers to participate, the brand delivers the Star Kombucha gift to the customer according to the address information provided Customers use the product 2 cans per day during or after meals to help with good digestion Then share product feelings with brands via survey, phone, gmail.
Timing and budgets
Measuring the effectiveness of the program
Within the first 6 months of 2021, Star Kombucha proposed an integrated Marketing campaign to be able to introduce their new products in the Vietnamese market as well as create a relationship with the target audience with repeat frequency The ads will help keep the Star Kombucha brand in their mind With the company's measurement and estimation, the target audience will reach approximately 250,000 target audience within the first 6 months of the year.
Activites Frequency Reach places Places
Bumper Ads YouTube April and
“Đẹp Chanh Sả” in April/2022
“YÊU EAT CLEAN” in April/2022
Facebook Sharing official poster “The Next Face” in March and April/2022
Facebook Sharing a link of kenh 14’s article in January/2022
Sharing a link of kenh 14’s article in April and May/2022
Story of appearance on Harper’s Bazaar in April, May and June/2022
Facebook Post about giving tote-bag activity in May and June/2022
Facebook Posting content about Brand Activism in January/2022
Star Kombucha is a groundbreaking brand in the Vietnamese healthy beverage market, targeting health-conscious women with a youthful and dynamic lifestyle Its key differentiator is the "meaningful message" it conveys through its products By prioritizing brand awareness and value, Star Kombucha aims to become a top choice for consumers seeking a healthy and fulfilling beverage option.
- By using a combination of communication strategies to increase awareness and increase brand value
- Star Kombucha reaches and attracts consumers' attention with diverse approaches such as organizing promotions, discounts, giving gifts, using influence or trial programs In particular, interwoven with sales promotion programs, businesses also cleverly collect customer information and their reactions to this product line.
Through extensive market research, the team pinpointed their target audience as health-conscious female customers Tailoring their communication and sales promotion strategy accordingly, they effectively disseminated product information to the appropriate demographic, ensuring that their products reached the consumers most likely to be interested in them This targeted approach optimized their marketing efforts and increased the likelihood of successful sales conversions.
- Choosing to use reasonable sales promotion methods such as discounting from sales revenue, giving incentives to the sales force That way has convinced the sales force to focus on consuming the brand's products.
- Use support packages for wholesalers and retailers to encourage distribution intermediaries to display existing products and actively sell them to create high profits for wholesalers and retailers.
Risk management is one of the decisive factors for effective implementation of any project Risk management is the process of identifying problems that may occur during the implementation process, and propose appropriate solutions to increase the chances of success and reduce damage to the project.
With market volatility, contingency plans are also put in place to address rapid environmental changes such as changing consumer preferences, new products, and new competition.
The risks that may occur during the planning process are as follows:
Cannot invite 3 Influencers as expected Choose other backup Influencers to replace like Phan Nu Uyen Nhi, Uyen Pu and Chloe Nguyen
Cannot rent the place for the Brand
Make an alternative list of other places like Big C, Crescent Mall,
The Brand Activism activity was not attended by amount of audiences as expected
Boost seeding posts and running ads for posts on Facebook and Instagram
The Covid-19 epidemic leads to the Replace with hiring reviewers to write implementation of Brand Activism at
Aeon Mall and Lotte Mart. product review contents on Facebook, Instagram and Tiktok.
MC has a problem and can't come to host the Brand Activism activity
Prepare a list of replacement MCs
When the event took place, there was an unexpected power outage, the sound and light equipment, the stage malfunctioned
Carefully check and prepare equipment to promptly handle problems, estimate portable power station
The content of the review post in the two Facebook groups of Administrators will not receive high interaction
Star Kombucha staffs join the group and support article by seeding
Unexpected problems occur when shoppers try samplings
Carefully check the quality and expiry date of the product for sampling, prepare medical contact information before for timely handling.
PB/PG and MC are sending incorrect messages to shoppers in Brand
Sales employees and MCs must be trained as well as rehearsed before presenting the event
Promotional products sold out at POPs Apply the discount on the product for that day or collect the shopper's contact information, then the brand will deliver the gift to their home later.
In general, Star Kombucha is a relatively new brand in the Vietnamese market.The Kombucha tea market in Vietnam is still quite new and full of potential for development Since Star Kombucha is a new product that is also a leader in this field, it is both an opportunity and a challenge for the company.
To be able to find the company as the target audience, it is necessary to plan the product introduction campaigns carefully From marketing, social media, using social media to reach as well as create relationships with the target audience.
Through the analysis of the IMC plan, the team proposed an overview and integrated Marketing communication campaigns for Star Kombucha company to reach the target audience as well as gradually gain more market share; this campaign will be used in combination with frequency within 6 months to get the most benefit for Star Kombucha
Member’s name Mission Completion rate
4 Developing and implementing media strategy
Tran Quoc Tien 1 Executive summary 100%
3 Developing and implementing media strategy
3 Digital marketing and social media
4 Measuring the effectiveness of the program
4 Developing and implementing media strategy
4 Developing and implementing media strategy
7 Measuring the effectiveness of the promotional program
3 Developing and implementing media strategy
1 Uyên, N T (2020, 07 28) Phát triển sản phẩm mới #4: “Đại dương xanh” của thức uống lên men Star Kombucha From Brands Vietnam: https://www.brandsvietnam.com/congdong/topic/25325-Phat-trien-san-pham- moi-4-Dai-duong-xanh-cua-thuc-uong-len-men-Star-Kombucha
2 Thơ, K (2021, 08 27) Star Kombucha — Thương hiệu Kombucha thuần Việt đầu tiên tại Việt Nam From Vietcetera: https://vietcetera.com/vn/cau-chuyen-