Final report imc campaign for karo

Overview of the company Richy is a famous confectionery brand and trusted by consumers, with a variety of products: Richy rice cakes, Richy egg butter cakes, Peppie cakes, cookies, fresh

HCMC UNIVERSITY OF ECONOMICS AND FINANCE

38

U UNIVERSITY OF ECONOMICS & FINANCE

FINAL REPORT

IMC CAMPAIGN FOR KARO

Lecturer: Nguyễn Thị Thuỷ Ngân

Nguyễn Minh Phuong

T6 Mai Nhat Huy

1 Objectives and KPIs

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4.2 Estimated total budget óc: 1211 1211211011011 1111111118111 01101111 011111 ky 16

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Table 1: SWOT cee ceccececceseeceseeecseeeceeseseeseseesenscseeseensceescseessseessaeesssesesiesrensesieeaeeeeetenees 2

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Picture 2: Post on FacebooK - c cctH HH1 0121111411111111 1111111111111 11 1H HH TH rà 11

PHẢN 1 INTRODUCTION

1 Overview of the company

Richy is a famous confectionery brand and trusted by consumers, with a variety of products: Richy rice cakes, Richy egg butter cakes, Peppie cakes, cookies, fresh cakes, Merry cookies Richy's products are available in about 30 countries worldwide

2 Development history

Richy Group was established on October 8, 2001

Richy Group's member units include:

¢ Northern Richy Food Joint Stock Company

® Southern Richy Food Joint Stock Company

® Hoang Mai Trading and Production Company Limited

e Santa Food Joint Stock Company

Richy Group is currently the leading reputable confectionery importer in Vietnam At the same time, it is a partner of many major brands in the world such as Lambert, Gavottes, Apollo, Rinda The goal is to bring the world's leading confectionery products to domestic users

Karo chicken rice cake is a fresh cake product with delicious flavor from fresh eggs and fragrant chicken meat Of which 22% fresh eggs, 21% chicken fibers, suitable for all customer tastes This is a product that many people use as a snack that is full of essential nutrients for the body Up to now, chicken nuggets continue to be available at points of sale

at supermarkets and grocery stores nationwide

3 Vision and mission

Vision: "RICHY is to become a pioneering enterprise in the field of importing and distributing confectionery in Vietnam" RICHY also aspires to create unique and high-value products, demonstrating their commitment to quality and innovation

Mission: RICHY is committed to providing customers with safe, delicious and nutritious

products By using Vietnamese rice grains as a main ingredient, they also emphasize

honoring and promoting the country's culture and values, thereby creating pride in the

Vietnamese brand in the international arena

4 SWOT and PESTLE

¢ The ingredients in the product

ensure safety and the best

quality, rich in nutrition

¢ Professional and experienced

¢ Great potential for developing

the confectionery market

¢ Consumer demand for high-

quality nutritious foods is

confectionery business is increasingly high

In the domestic market, karo cakes have

to compete with products such as Kinh

Do company and Orion company

Political :The Vietnamese government reduced corporate income tax from 20% to 17% This

helps Richy reduce tax costs and increase profits

Economics: In 2023, Vietnam's GDP will grow by 6.02%This may lead to increased

consumer demand for Richy's products, especially high-end confectionery products

Social: Consumers use snacks to relieve stress and boredom Has high requirements in terms

of health and nutritional value

Technology: Richy uses social networks like tiktok to create videos with the hastag

#karochallenge to help reach more potential customers

Legal: Food hygiene and safety must be the ultimate principle Nearly 20 years of

establishment and development, Richy has continuously met the standard of "High quality

Vietnamese goods"

Environment:Richy has applied advanced production technologies, saves energy and

minimizes waste emissions And participate in environmental protection activities to enhance

the company's image

PHAN 2 PROBLEM/ OPPORTUNITY IDENTIFICATION

1 Summary of market

In the period from 2021 to 2026, the confectionery market will grow at a compound annual

rate of 3.45% Confectionery and sweets are increasingly popular due to a significant increase

in consumption

According to a research survey by BMI International Market Survey Company Vietnam is

currently one of the markets with great potential for confectionery products

The confectionery industry achieved high growth rates and maintained stability Compared to

the average growth rate of the world confectionery industry (about 1.5%) and Southeast Asia

(about 3%) The growth rate of Vietnam's confectionery industry is still high

2, Analysis and evaluation STP strategy

Income: stable, average,

high

Parents buy them for their children to use

User status: replenishing energy and nutrition for the body

Children | All genders Need for use: as a snack

Age range: 5-9 User status: potential user

Student | All genders Need for use: as a snack or side meal

Age: 10 — 22 User status: replenishing energy and Viet Nam

2.2 Targeting customer

Although Karo has many different segments, students will have more need for snacks and

candy than older and middle-aged people Therefore, the number of products consumed in

this age group is also more popular than the rest

In addition, gender also has a small influence on the consumption of Karo chicken noodle

products Accordingly, women will need to eat candy and snacks more than men Therefore,

the main customers of the chicken noodle line are mostly women

2.3 Positioning

- Product brand positioning

Karo continuously reached the top selling trends on the Tiki e-commerce platform The cake

ranked second in Tiki's Top 100 best-selling cakes this month and received 79% 5-star

reviews from 1.9k buyers/ 6.3k products sold The product is also a best-selling item at

confectionery stores and supermarkets nationwide

Accordingly, the number of customers who have tried the product is up to 94% Customers

often know about products through introductions from friends and relatives (57%) The

remaining is accessed through display booths at supermarkets (47%)

- Price brand positioning

Cake weight: 26g/cake

1 box of Karo cakes = 12 bags x 6 cakes = 72 cakes/1 box of Karo

Karo cakes are sold at Bach Hoa Xanh and Vinmart as well as all supermarket systems in

Vietnam In addition, Karo Richy is also sold online at Tiki, Lazada, Shopee and other online

channels

- Competitor

Brand C'est Bon Suoi Chicken: Orion Group representative office in Ho Chi Minh City in

1997, in Hanoi in 2002 and began advertising in 1997 In 2005, officially established Orion

Vina Food Co., Ltd with headquarters in Ho Chi Minh City C'est Bon breakfast cake is a

perfect combination of soft, fragrant sponge cake and chewy, salty chicken meat The salty

taste of carefully marinated chicken floss, with the rich aroma of eggs, gives you a delicious,

delicious, ecstatic sweet and salty cake

3 Previous IMC campaigns

Big Idea "Karo is a savior, a nutritious snack made from 21% chicken fiber, guaranteed to be

delicious, nutritious and suitable for the whole family”

Key message "Karo sợi gà, nhà nhà đều thích" throughout the campaign

MIB A cHIEN DICH

KET QUA TONG QUAN CHIEN DICH

Picture 1: Karo sợi gà, nha nha déu thich

In just 2 months:

® 350% revenue growth

© Best selling product Tiki

¢ Search demand for Karo cakes from March 2020 to June 2020 increased by 750%

from 1,190 to 8,970 searches/month

¢ Nearly 500 messages contacted fanpage

PHAN 3 TARGET CUSTOMERS AND CUSTOMER INSIGHTS

1 Target Customer

1.1 Main customer groups:

Table 3:Target Customer

Students: Karo cake is a suitable choice for a snack between classes

Workers: Karo cakes provide quick, convenient energy for people with

busy jobs

Income Medium and high

Mentality Look for convenience: compact packaging size, easy to carry with you

Love the delicious taste: unique flavor, different from other candies on the market

Care about health: made from fresh, clean ingredients, providing nutrition

Behavior Use Karo cakes for snacks

Buy Karo cakes at grocery stores, supermarkets or online

1.2 Potential customer group:

- Children: Karo cake can be an attractive snack for children

- Elderly people: Karo cake provides abundant nutrition, is easy to digest, and is

suitable for the elderly

- Dieters: Karo cake can be an alternative to high-calorie snacks

2 Customer insight

- Customers don't have much time to cook so they need a convenient snack

- Looking forward to enjoying new flavors

- Customers are increasingly concerned about their health and want to use healthy

products

PHẢN 4 IMC PLAN

1 Objectives and KPIs

Objective: Enhance Karo brand recognition Become Top of mind in the hearts of

customers

Big idea: Karo is a nutritious cake that provides effective energy for people with busy

lifestyles

2 Key message

Key message: THEM NANG LUGNG CHO NGAY NANG SUAT

3 Chosen IMC tools

Create attention, increase brand Create interaction between | Promote the

Objective | recognition potential customers and purchasing process,

Karo cakes increase revenue Key hook | OOH POST TVC Mini game | Tik tok Discount/ Rebate

challenge Detail Thém 3 bira 1 Thém Choi Caro | Karotalent | 25% discount when

nang ngày liệu năng cùng Karo | Năng lượng | buying 2 packs

lượng cho | có đủ lượng cho cùng Karo Buy 5 packs get |

Tools Advertis- | Digital Digital Social PR, Social Personal Selling

ing Marketing, | Market- media media Sale promotion

Social ing, media Advertis-

ing Social media Deliver | Billboard | Social Social Social Online Supermarket,

Channels | Poster platform platfor platform activities, Convenient store

Street (Facebook) | (Youtube) | (Facebook) | Social

3.2 Phrase 1

In phrase 1, our group will apply media: OOH and Social media for the following reasons

- OOH: According to new survey results from the American Outdoor Advertising

Association, 9 out of 10 adults (88%) pay attention to OOH advertising

- Social media:

+ Facebook: The total number of Facebook users in Vietnam is nearly 76 million

people, accounting for more than 70% of the national population Facebook is a

platform where Richy has brand positioning and high interaction and following

+ YouTube: There are 1.7 billion monthly visitors On YouTube, you can use many

different types of ads including pre-roll ads, mid-roll ads, and post-roll ads

Billboard « 13 Phan Dinh Traffic: 110.000.000 290.000.000

(large outdoor Phung, Phu 500,000 100.000.000

advertising) « 389 Nguyen Trai

District 1

« No 322B XVNT

BT

furniture « Nguyen Cuu Van | Universities of location

advertising) « Da Kao Ward Finance, Hong

Station Van Lang,

Van Lan Foreign language

GS, CK, Muinistop, Family

Table 6: POSTER costs

Costumes and Make up 3.000.000

Estimated cost of running ads on youtube (short video 5s)

Ad format Bumper ads, with links included

Ad run time 2 weeks

KPI 300N view, IN click (150d/view) va (2000d/click)

[rot [mm 777 | 3.3 Phrase 2

In phrase 2, our group will apply social media: Facebook and TikTok

Reasons for Facebook's advertising reach in TikTok's advertising reach reached

choosing the Vietnam is equivalent to 67.2% of | 68.9% of all adults aged 18 and

platform the total population by early 2023 over in Vietnam in early 2023

and 84.9% of the Internet user base

Detail #HOT MINIGAME PLAY CARO #KARO TALENT - Energizing

> RULES: ¢ Tik Tok users will create many

CF Step 1: Take a screenshot at the dynamic and humorous videos right time when the karo cake is showing the energy boost from straight in a horizontal or vertical line Karo cakes

CF Step 2: Upload a photo right below | * Hashtag: #karo tiepsucsangtao this article, and choose 2 numbers #karo talent # #karonangluong

CF Step 3: Like and share this post on | > How to win

your personal page with the hashtag « The requirement is to show the

#K aro#banhtrungtuoichabong energy boost from Karo cake

#Richy#banhVietnam Airlines ¢ High views

#choicarocungkaro ¢ High interactions

« Contains the contest hashtag Prize Extremely attractive prizes: 1 unique prize for the winner

« 01 special prize: Philip HD9654/91 | A trip to Thailand and Bangkok for 2 oil-free fryer people for 3 days and 2 nights The

« 20 consolation prizes: Each prize | trip is completely free and is

is 03 bags of Karo cakes with fresh | coordinated with Vietnam Airlines egg floss