In addition, Nuzel also offers a variety of products such as traditional hazelnut milk, hazelnut milk mixed with dates, and hazelnut milk mixed with pears to make it easy for consumers t
KEY STRATEGIC CAMPAIGN DECISIONS .ì ii 2
The objectives of Nuzel's IMC communication campaign within 6 months include increasing the brand awareness of Nuzel and hazelnut milk in the nut milk market in Ho Chi Minh City
HCM also increases sales, increases customer engagement and loyalty with hazelnut milk and the Nuzel brand To achieve these goals, Nuzel needs to undertake communication activities to:
(| Increase brand awareness: Aim to increase brand awareness by at least 15% after 3 months, to meet requirements
C1 Increase social media engagement: Increase at least 30% of interactions (likes, shares, comments) on Nuzel's existing social media platforms such as Facebook, Tik Tok on social media platforms after the campaign
(1 Increase sales: Increase sales by at least 10% within 6 months compared to your pre- campaign capital Increase customer engagement and loyalty:
(1 Increase customer loyalty and repeat purchases: The percentage of customers returning to buy hazelnut milk and Nuzel brand 1s at least 25% after 6 months
C1 Living in the South and surrounding areas
1 People who lead active, active lifestyles
1 Enjoys taking care of herself and her family
Ol Care about health, nutrition
LC Love to experiment with new and different products
LO Regularly use social media to read information about nutrition and health
OC Use nut milk as a daily drink
1 Prefers to use nut milk as an ingredient for dishes
1 Allergy to lactose in cow's milk
Nuzel Hazelnut Milk is nutritious, healthy, and rich in protein This product is suitable for customers who care about health, have a stable income, vegetarian customers, and customers who are looking to lose weight Along with delicious taste suitable for the taste of Vietnamese people In addition, the product can be used directly or processed with other water drinks Nuzel brand chooses packaging made of glass to mmimize waste, easy to recycle, and can be reused many times
Nuzel hazelnut milk products are made from special whole nuts that have three letters "no"
No sugar, no flavors, no preservatives Therefore, the price is higher than competing products such as "Super Nuts" of Vinamilk, Fami Soy Milk, and TH True Nuts of TH True Milk Target customers who are interested in health and understanding nutrition In terms of competition, there is a line of nut milk products with added sugar, milk, and preservatives The price is lower than Nuzel products When it comes to competitors, customers care about health and customers love taste
Since hazelnut milk products, Nuzel have just appeared on the market, the price of the product may be higher than competing products that have been on the market for a long time However, the quality of Nuzel products is higher than competing products because the ingredients do not contain preservatives or additives To compete with established competitors, Nuzel needs to focus on building its brand and improving its communications to reach more customers
Goal Create awareness and interest in nut milk among the target audience, which are mainly health-conscious, environmentally friendly, and adventurous consumers who are looking for alternatives to dairy milk
Content An introduction to hazelnut milk, its origin, composition, nutrition, and health and environmental benefits to potential customers
Message Emphasize the refreshing taste and novel taste that hazelnut milk brings, while focusing on environmental protection and health through the use of Nuzel nut milk
User engagement on social networks >20%
Reach 40% of the target audience Increase revenue by 10% for all 3 hazelnut milk lines
Table 2.1 Plan for Stage Awareness
Spreading Nuzel's challenge campaign "For a green future, for a healthy life” Content Encourage consumers to care about health and the environment by creating dishes or beverages combined with hazelnut milk
Message Nuzel gives customers creative freedom
KPI TikTok: 5,000 participants Shares and participation: 50,000
10% increase in sales of Nuzel hazelnut milk products
Table 2.2 Plan for Stage Positioning
Goal Launching the event "Nuzel Welcome
Stimulate consumer purchases, protect existing customers of businesses, attract new potential customers
Content Create attraction, bring Nuzel hazelnut milk image closer to customers, increase sales and expand brand awareness
Message Nuzel wants customers to participate in the event not only to bring themselves positive experiences when trying products but also to brmg memorable moments when participating
KPI Website traffic 6,000 times, shares, and engagements 2,000,000 times
Table 2.3 Plan for Stage Sale Promotion
MEDIA STRATEGY Q1 n1 2n n1 111 11H 11H nh Ha 7
Target audience: Customers who care about health and nutrition Prioritize convenience, speed, and love to experience new and different products
L 01/09 to 15/10: TikTok and Facebook — Run impressions: To reach target customers as well as potential customers In addition, running social media displays helps Nuzel brand convey content quickly to customers and increase awareness of Nuzel brand Stage 2:
LO 16/10 to 15/12: Facebook — Challenge to run website access: Through the website to convey to customers all information about the Nuzel brand Not only saving time but also increasing the experience of consumers when clicking on the website
LK} 16/10 to 15/12: TikTok — Increase views + impressions: The goal is to increase reach to users Through TikTok, when views increase, it will pull more engagement metrics (likes, comments, and shares)
LK 16/12 to 01/03: Facebook — "Nuzel Welcome Spring 2024" event: Post articles and videos to attract customers, convey Tet messages and besides, and help customers know about the event "Nuzel Welcome Spring 2024” will be held on the ground floor of AEON Mall (01.01 — 7.1)
LO 16/12 to 01/03: TikTok — Convert customers to click on the website: The goal is to increase new consumers and increase conversion rates when there are more visits to
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Media Planning and Buying (Budget and Schedule) - c c2 sec 8
Stage Time Tools Contents Cost
Stage 1: 01/09- Advertising: | Product promotion 150.000.000 VND Awareness 28/09/2024 | Billboard Location: Su Van Hanh
29/09- PR: Write about the launch | Dantri.com.vn: 15/10/2024 | Newspaper | of the Nuzel hazelnut 10.000.000VND milk product Eva:
01/09- Social Media | Facebook: Display ads | 45.000.000VND
Social Media | Facebook: Run website | 35.000.000VND
TikTok: Increase views 75.000 views and Impressions 500.000 turms
(450VND/view) (Target 4300-67000 view) TikTok: Convert for customers to click on the website: 6.000 click and display
PR: Content: information 19.000.000VND Newspaper | about Nuzel’s challenge campaign "Vì tươi lai xanh, vỉ cuộc sức khỏe” on Vietnamnet, Dantri, and Eva
Stage 3: 01/01- Advertising: | Product promotion 58.000.000VND Sales 30/01/2024 | Billboard Location: Phu Dong promotion Road and 3/2 Road
Social Media | Facebook: 20 articles/60 | 86.930.000VND
MESSAGE STRATEGY Q.2 SH HH HH ngà HH Hye 9 CÔN (0 0 6a n.-Ỷâ.âăaa
Food and drink are Self-Care Decisions for clients, eating is not only a daily necessity but also a way to take care of themselves There are many different reasons why customers are aware of the importance of physical health because a healthy diet can control many diseases
In addition, Nuzel focuses on products and develops nutritious products that are beneficial to health, meeting the needs of customers
Awareness: When customers need a product, a specific brand always appears in their minds - those are potential products they love, trust, and are willing to spend money to buy Nuzel wants to be one of the first names that comes to mind for customers, thereby increasing the likelihood of being chosen when they search for nut milk, especially hazelnut milk in the market For first-time listeners, can easily distinguish Nuzel's hazelnut milk from other competitors on the market
Key attributes: When a company launches a brand or product, it will always have its characteristics, both rational and emotional - these are the points that create brand positioning or outstanding features, different from competitors Nuzel's goal is to embed these characteristics in customers' minds as clearly as possible, helping to shape the brand image and contribute to making consumers always remember the brand Therefore, Nuzel builds a brand image that is friendly to the environment and the health of consumers by focusing on activities to reduce waste and environmental impact such as: using glass bottles, biodegradable plastic bags, and packaging made from recycled hazelnut husks
“Nuzel Hazelnut Milk - A sustainable product for the future.”
Nuzel focuses on target customers who are middle-aged adults with high knowledge and responsibility for health Therefore, the goal is to make this group of customers trust and be loyal to the Nuzel brand Instead of making complex promises that are difficult to convey a clear message, strong and meaningful promises are made It shows Nuzel's commitment to providing customers with quality products that are good for their health and environmentally friendly
This promise focuses on two main elements: sustainability and the future
Sustainability: This promise shows Nuzel's commitment to using environmentally friendly ingredients and production processes Nuzel uses 100% fresh hazelnuts, harvested from sustainable farms that do not use chemical fertilizers or pesticides Nuzel's production process is also optimized to minimize environmental impact
Future: It shows Nuzel's commitment to providing customers with quality, safe, and healthy products Nuzel understands that product quality is the most important factor in building customer trust and satisfaction Therefore, Nuzel always puts product quality first and commits to being responsible for the quality of its products, along with the responsibility of building a sustainable future for the world
4.4, Big Idea “You Are What You Eat”
Key message: Nutrition profoundly affects the whole person, not just the body Nutrition will determine your quality of life and even determine who you are!
When we eat healthy foods, we will have a healthy body, a clear mind, and a happy life Capturing the trend of consumer demand for more natural and healthy products, Nuzel conveys a message that focuses on the origin of hazelnut milk The product is made from 100% fresh hazelnuts, without the use of preservatives, coloring, or flavoring agents, all of which give consumers a sense of safety and trust
The market has many different types of nut milk with different properties and nutrition Nuzel selects hazelnuts, which are rich in protein, fiber, vitamins, and minerals to help supplement nutrition, support health, and reduce the risk of chronic diseases Hazelnuts are carefully selected and produced in a closed, modern process to preserve the flavor and nutrition in the product
With slogan: "For a green future, for a healthy life”
Combining clean milk, ensuring health safety from hazelnuts combined with dates or pears - natural domestic fruits from quality raw material areas High quality, providing essential vitamins and minerals for the body Enjoy the delicious taste: The ingredients are combined with a unique formula to bring a delicious taste and completely natural nutrition In addition to the benefits of nutrition, the rise in nut milk consumption fits perfectly with the growing global focus on sustainability The environmental impact of nut milk production is negligible compared to its dairy counterpart With a significantly lower carbon footprint and grain milk ll production requiring fewer resources, less water is needed than traditional dairy farming methods Choosing nut milk actively contributes to the trend of building a greener planet and amore sustainable future
The campaign is carried out according to the process below:
Step 1: Set a goal: Increase the market share of Nuzel hazelnut milk to 10% in the next year, targeting urban customers who care about their health Health of yourself and your family, high awareness and concern for the environment The business sets a budget of
1,500,000,000 VND for a marketing campaign to promote hazelnut milk in the Vietnamese market and the time to implement and evaluate the message is 12 months
Step 2: Collect and analyze data: Based on secondary data sources from government reports, nut milk websites, and newspapers, and conduct primary analysis and research through surveys and interviews Consulting target customer groups From there, businesses rely on the collected data to identify strengths, weaknesses, opportunities, and threats for nut milk products and the appropriateness of the message for consumer groups and trends on the market From the research and data collected, the current trend is that customers are looking for natural alternative products that are healthy, good for their health, and do not have much impact on the environment At the same time, customers are often influenced by traditional social values and word of mouth
Step 3: Make an implementation plan: Promotional activities and conveying the message
"For a green future, for a healthy life” need to be effective and the recipient of the message to understand the true meaning through tools such as advertising, public relations, social networks, and word of mouth First use channels like Facebook, Youtube, and TikTok to advertise The content can be a short video introducing the ingredients and uses of hazelnut milk, and illustrations associated with the slogan, to persuade and direct people to have a greener and healthier lifestyle In addition, traditional advertising channels such as newspapers and posters are also used to convey messages to increase brand awareness and credibility In addition, PR channels such as commentary articles, interviews, or reviews of
50 5e
OTHER MARCOM TOOLS USED IN SUPPORT
The purpose of PR is to establish and maintain a positive image of the company in the eyes of the target customers PR can build credibility, making consumers less inclined to doubt beneficial information about a product or service when it comes from a neutral source Since then, Nuzel has partnered with mainstream newspapers to publish press releases about its new products such as Dan Tri, Eva, Vietnamnet, and VNexpress The company wrote a copy of its own ad featuring Nuzel and highlighting the unique features of the brand
Our brand then released an editorial written by the journalists Editonals often include compelling material, a unique story, an element of surprise, intrigue, and fascination, and provide a lot of value to readers In particular, the stories have a tone that matches the entire publication Sometimes the reader doesn't see the ad at all Based on that, the company can include it in its product, providing readers with ideas
Promotions are short-term incentives offered to customers to increase sales Based on this, the company Nuzel gives consumers reasons to buy its products By including attractive offers such as coupons in articles or offers after purchase Customers can also accumulate points by making purchases directly at the store to receive discounts.
CAMPAIGN MANAGEMENT nhanh re 14 6.1 Evaluation of eÍfecfiyeness - ác nh TH TH nh TH ng ng HH 14 'ý/2 6y v00) ,/) 2 5a .1Ẽ} 14 6.3 Campaign Budget L1 1 2111 vn TH 1111111111111 kg che en 16
Advertising reach: a minimum of 4,000,000 individuals, repeated per person twice
1,000,000 visitors to the website and 1,000,000 visitors interacting with the fan page in the first three months, with at least 10% more in the following months
After the campaign concluded, 500,000,000 VND was reached; six months after the campaign's end, 1,500,000 new customers were added
The marketing team monitors and tests during the campaign (weekly, and monthly tests) and overall checks after the campaign ends to make appropriate modifications, for example: changing the audience and running time of ads on Facebook, etc Through inspection, it can be compared with the expected plan to make appropriate adjustments Update market trends to have information for future communication activities
1 Price = Cost + Cost *% profit; selling price of one product per 180 ml; profit percentage in bracket
(price based on a unit is | box/ 180ml)
Types Cost Selling Price | Profit
Traditional | 12,000 VND | 18,000 VND | 6,000 VND hazelnut milk
Hazelnut 17,000 VND | 20,000VND | 3,000 VND milk mix dates
Hazelnut 16,000 VND | 20,000VND | 4,000 VND milk mixed with pears
Types Quality Revenue/day | Cost Profit
Traditional | 600 boxes 10,800,000 7,200,000 3,600,000 hazelnut VND VND VND milk
Hazelnut 600 boxes 12,000,000 10,200,000 | 1,800,000 milk mix VND VND VND dates
Hazelnut 600 boxes 12,000,000 9,600,000 2,400,000 milk mixed VND VND VND with pears
6 months profit: Plan to sell 1800 products on average per month (including Traditional hazelnut milk, Hazelnut milk mix dates, and Hazelnut milk mixed with pears), profit based on retail price, 1 box/180ml
Traditional hazelnut milk 3,600,000 VND 21,600,000 VND
Hazelnut milk mix dates 1,800,000 VND 10,800,000 VND
Hazelnut milk mixed with 2,400,000 VND
Tool Channel Content Start date | Duedate | Cost
Advertisin | Billboard Su Van Hanh- To | 1/9/2023 28/9/2023 | 150,000,000 g Hien Thanh
PR Articles | News Dantri.com.vn 1/9/2023 15/10/2023 | 10,000,000
Sales Sampling Booth+uniform 1/9/2023 28/9/2023 | 2,000,000 promotion Promotion Girl 5,000,000
Clean recorded a product review video and posted it on Facebook and Tiktok
Su Tu An Chay recorded a product review video and posted it on Facebook and Tiktok and | image post
Facebook Display advertising (400,000 VND/ lday)
Influencers | KOL Thu Nhi Eat 16/10/202_ | 15/12/2023 | 50,000,000 Marketing Clean uploaded a | 3 video of initiating and participating in the challenge on Tiktok video 1p30
5000 clicks to website (1,000 VND/ Iclick)
PR Create a 1 first prize: 1 16/10/202 | 15/12/2023 | 50,000,000 challenge year of free Nuzel | 3 on Tiktok hazelnut milk with the 1 second prize: 16/10/202 | 15/12/2023 | 25,000,000 theme "For half a year of free |3 a green use future, for a healthy 2 third prizes: 5 =| 16/10/202 | 15/12/2023 | 5,000,000 life" with cartons of milk 3 the content of creating dishes or drinks combined with hazelnut milk
Advertisin | Billboard Phu Dong 30/12/202 | 26/1/2024 | 300,000,000 g Junction 3
Sales Premium give coupons on | 6/1/2023 26/1/2024 | 10,000,000
Influencers | KOL Thu Nhi Eat 16/12/202 | 1/3/2024 5,000,000
Marketing Clean posted 3 photos of her participation in the event "Nuzel Welcome Spring 2024" on Facebook
Su Tu An Chay 16/12/202 | 1/3/2024 3,000,000 posts photos of 3 her participation in the "Nuzel Welcome Spring 2024" event on Facebook
Vinh Thich An 16/12/202 | 1/3/2024 3,000,000 Ngon posted 3 photos of
20 participating in the event "Nuzel greets Spring 2024" on Facebook
67000 views for 1 video about the event "Nuzel welcome Spring 2924" (700VND/ view)
Tiktok Convert to customers to click on the website:
PR Organizing the event Renting space on the ground floor 1/1/2023 7/1/2023 200,000,000
1 first prize with | 1/1/2023 7/1/2023 5,500,000 cash and l carton of milk
1 second prize 1/1/2023 7/1/2023 3,000,000 cash and discount voucher
2 third prizes:1 1/1/2023 7/1/2023 2,000,000 carton of milk and 1 coupon
Minh, N (2023, 11 1) 7 loi ich của sữa hạt đối với sức khỏe, người đái tháo đường cũng có thê dùng Báo Sức khỏe & Đời sống Retrieved rom Báo Sức khỏe & Đời sống - Cơ quan ngôn luận của Bộ Y tế: https://suckhoedoisong.vn/7-loi-ich-cua-sua-hat-doi-voi- suc-khoe-nguoi-dai-thao-duong-cung-co-the-dung- 1692 10926234516378.htm
Nam, C t (2020, 7 21) VIRAC Retrieved from Xu hu6ng phat trién thị trường sữa hạt trong tuong lai: https://viracresearch.com/xu-huong-phat-trien-thi-truong-sua-hat- trong/
Shojiki, C t (2023) Bảng quảng cáo ngoài troi quan 10, Hé Chi Minh Retrieved from https://shojiki.vn/bang-quang-cao-ngoai-troi-quan-10-ho-chi-minh
SUA HẠT — XU HƯỚNG DINH DƯỠNG
Theo thời gian, cơ thể người bắt đầu có những thay đổi nhất định, đặc biệt là về mặt sức khỏe Cơ thể sẽ dần lão hóa, dẫn đến nhiều vấn đề như tăng cholesterol, tim mạch, tiểu đường Do đó, việc xây dựng một chế độ ăn uống lành mạnh, giàu dinh dưỡng là vô cùng quan trọng
Người tiêu dùng Việt đang thay đổi chế độ ăn với các ưu tiên: thực phẩm có lượng đường thấp, ít chất béo, sử dụng các thực phẩm tươi sống để phòng tránh bệnh tật
Trong đó, sữa hạt đứng đầu bảng trong xu hướng tiêu dùng lành mạnh thời gian qua bởi nó đáp ứng đầy đủ nhu cầu ăn uống cân bằng, giúp dự phòng bệnh tật, bảo vệ sức khỏe
DINH DƯỠNG VÀ CÔNG DỤNG
1 Sữa hạt là nguồn dinh dưỡng dồi dào cho sức khỏe và sắc đẹp không chỉ cho người lớn mà cả trẻ nhỏ
2 Sữa hạt không cholesterol, không lactose, không casein
3 Sữa hạt rất giàu vitamin A, B, C, E, các khoáng chất (calcium, phosphor, potassium, magnesium, ) và acid béo tốt (lipid không bão hòa)
4 Nguyên liệu làm sữa hạt đều là những loại hạt giàu dưỡng chất như hạt óc chó, hạnh nhân chứa nguồn đạm (protein) cao, giúp tăng cường hệ miễn dịch
SỰ LỰA CHỌN BỀN VỮNG
Toàn cảnh ngành hàng sữa hạt tại Việt Nam mới chỉ dừng lại là thức uống từ hạt đơn truyền thống như đậu nành, mè đen, hạnh nhân, dừa, ngô Một số loại sữa hạt khác thì được sản xuất nhỏ lẻ và thủ công Trong phân khúc cao cấp Việt Nam cũng nhập khẩu nhiều dòng sữa hạt cao cấp từ Hàn Quốc, Tây Ban Nha, Thái Lan, Mỹ nhưng vẫn là sữa thực vật hoàn toàn và có giá rất cao
Trong lĩnh vực dinh dưỡng thay thế, sữa hạt phỉ đã nổi lên như một siêu sao Ngoài hương vị thơm ngon, nó còn mang lại nhiều lợi ích cho sức khỏe như giàu chất chống oxy hóa, vitamin và khoáng chất bổ dưỡng cho những người đang tìm kiếm một loại đồ uống không chỉ kích thích vị giác mà còn hỗ trợ sức khỏe tổng thể Nắm bắt sự phong phú, bền vững và tính linh hoạt trong ẩm thực của sữa hạt phỉ, đồng thời tham gia phong trào hướng tới một tương lai lành mạnh hơn, bền vững hơn