Integrated Marketing Communications Report Topic- Building An Integrated Marketing Communication Plan For The Bébi Rice Product.pdf

With the current Happi Bébi product, there are 4 products depending on the age of the baby for mothers to choose : Germ-cracked rice for babies from 6+ months old; Germ- cracked rice mix

FACULTY OF DIGITAL ECONOMY & E-COMMERCE

Vo Ngoc Doan Trang — 21BA056

FACULTY OF DIGITAL ECONOMY & E-COMMERCE

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a INTEGRATED MARKETING COMMUNICATIONS REPORT

TOPIC: BUILDING AN INTEGRATED MARKETING COMMUNICATION PLAN FOR THE BEBI RICE PRODUCT

Lecture : Dr Nguyen Thi Kieu Trang

Class : 2IGBA

Team : 6

Member : Huynh Gia Kiet — 21BA025

Nguyen Thi Kim Lan — 21BA026 Huynh Thi Mai Ly — 21BA027 Dang Le Xuan Mai — 21BA028

Vo Ngoc Doan Trang — 21BA056

ACKNOWLEDGEMENTS First of all, our group would like to sincerely thank Dr Nguyen Thi Kieu Trang - Lecturer of the Integrated Marketing Communication module for enthusiastically teaching and guiding us throughout the course

Next, we would like to express our gratitude to the lecturers at Vietnam - Korea University of Information and Communications Technology, especially the lecturers in the Department of Digital Economics and E-commerce, who have contributed the ability

to impart knowledge to help us have a good foundation like today In addition, we cannot help but mention our family, friends and relatives who have always been our strong rear and spiritual support throughout the past time The success of the report cannot be attributed to everyone's gratitude

But after all, we realize that with our little knowledge and experience, it will certainly be difficult for the report to avoid errors We look forward to receiving your feedback so we can learn more and become more and more perfect

Our group sincerely thanks you!

1 Reasons for choosing the topic

Baby rice is one of the essential nutritional products for children in the weaning period However, there are many different types of baby rice products on the market today, from domestic to imported brands This makes it difficult for parents to choose the right product for their children

Bébi Rice organic rice is a combination of organic rice from Trieu Phong (Quang Tr1) and organic beans and grains grown naturally It ensures that the baby's body 1s provided with adequate vitamins, fiber, and minerals

In order for Bébi Rice organic baby rice to communicate its product message and reach more customers, it is essential to build an integrated marketing communication plan That

is why we chose the topic: “Building an integrated marketing communication plan for the Bébi Rice product”

2 Research object and research scope

- Research object: Bébi Rice

- Research scope: An integrated marketing communication plan for the Bébi Rice product

3 Research purpose

- To enable Bébi Rice to communicate tts product message and reach more customers

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Team6

CHAPTER 1 MARKET RESEARCH AND ANALYSIS

1.1 Introduction

1.1.1 Overview of the Company

VITA TRADING & SERVICES COMPANY LIMITED, also known as VITA CORPORATION, is headquartered at Lot 42 Van Don Street, Nai Hien Dong Ward, Son Tra District, Da Nang 50411 VITA CORPORATION has a business registration number

of 0401840694 and began operations on July 6 , 2017 The company operates in the field

of retail of food and beverages, with a large market share The company's legal representative is Pham Thi Bich Ni

1.1.2 Introduction of the Happi Bébi product

Happi Bébi is an organic rice product for babies to eat This product is a combination of Trieu Phong organic rice (Quang Tri) and naturally cultivated organic beans and seeds It ensures that the baby's body is provided with adequate vitamins, fiber, and minerals This

is a product with extremely high nutritional value, with the rice bran membrane intact, accounting for 65% of the nutritional value of the rice grain It helps to strengthen the baby's digestive system and provides the baby with a complete meal , from a mixture of rice and organic ingredients that provides adequate nutrients for your baby, helps your baby feel full and promotes brain development in the best way In addition, the product can be cooked quickly and simply, which is very convenient and can help parents save time and energy in preparing meals for their babies

With the current Happi Bébi product, there are 4 products depending on the age of the baby for mothers to choose : Germ-cracked rice for babies from 6+ months old; Germ- cracked rice mixed with grains for babies 7+ months old; Bran mixed with grains for babies 8+ months old; Bran mixed with grains for babies 12+ months old

Team 6

Regarding the media that Happi Bébi is developing is Facebook Currently, H appi Bébi's page is active with 489 followers and 453 page likes This channel of Happi Bébi mainly posts images as well as information about the brand's products for sale Under the brand's posts, Happi Bébi has also received positive feedback from parents who have given their children the products Therefore, mothers can follow Happi Bébi's Facebook channel to get more product information

1.2 Analysis of environmental factors affecting IMC activities

1.2.1, External environment analysis

1.2.1.1 Macro environment

1.2.1.1.1 Economic environment

The accession of Vietnam to the World Trade Organization has brought many opportunities for Vietnamese enterprises to cooperate with major partners, including the baby rice industry GDP per capita growth rate of Vietnam from 2002 to 2020 increased 3.6 times, specifically reaching 3700 USD However, during the crisis period due to the COVID-19 pandemic, GDP in 2021 decreased to 2.58% but the situation Vietnam's economy is gradually improving and is on an upward trend in 2022

The average income of workers is tending to increase (specifically, it has increased by about 1.8 million compared to 2021), leading to higher purchasing power in the market with different needs and desires They spend more money on quality, design, etc requirements In addition, especially the uneven income also diversifies the needs and desires of consumers and creates many different segments in the market

According to statistics, the national CPI consumer index in September 2022 increased by 2.73% compared to the same period last year Many baby rice products have stable prices and low inflation, creating favorable conditions for more purchases Businesses are improving their production processes In today's development context, the baby rice industry is a daily essential item in all households with children, along with advanced technology and reasonable prices as well as good quality The rice industry will develop better in the future

— Opportunity: Increase purchasing power and diverse customer needs

~ Threatc: Need to develop products suitable for different income segments

1.2.1.1.2 Technology environment:

The development of the science and technology market : Increasing technology has given Happi Bébi many ways to create new products to affirm the brand of thew products Happi Bébi has applied many new achievements in machinery and equipment to produce products that are both effective in quality and comfortable On the other hand, science and technology affects advertising and the level of information about products: Scientific development has met the need to provide products to consumers because consumer demand is increasing quality and quantity At the same time, science and technology also create a new and very effective production force for businesses, helping to reduce product production time and improve product production efficiency Another threat is that products containing many scientific and technological elements are often difficult to prolong their life cycles due to high demands from consumers, leading to technical obsolescence of product lines on the market Therefore, the threat 1s constantly changing product production technology

For organizations that carry scientific research activities and apply scientific and technological advances: these are useful bases that will advise businesses on how to process baby rice to suit the different consumer tastes This is also one of the threats to find out the market faster through channels of advice on science and technology policies

— Opportunity: Use technology to create better products and advertise more effectively

~— Threat: Need to stay up to date with new technology and ensure that products always meet technological and safety requirements

1.2.1.1.3 Demographic environment

According to the investigation, Vietnam's total population is 99,855,920 people on September 19, 2023 according to the latest data from the United Nations Vietnam's population currently accounts for 1.24% of the world's population and is currently ranked 15th in the world in the population rankings of countries and territories Vietnam today can be said to be in the period of “Golden Population Structure”, a large population will boost demand for products, this will create opportunities for Happi Bébi to expand its brand as well as expand its brand such as increasing profits for businesses

However, the large population is growing rapidly, so the abundant labor source has now created pressure on the need to create jobs each year When the economic scale conditions are still low, labor productivity is also low, leading to high unemployment and

a long period of unemployment Besides, the educational level of the population in some regions in Vietnam is also considered low Therefore, the average income of Vietnamese residents will also be low, which is considered a big threat for Happi Bébi in bringing its products into the market

— Opportunity: A large population creates demand for products and increases profits

~ Threat: The differing needs of population segments require effective market segmentation and outreach

1.2.1.1.4 Cultural environment

For Vietnamese people, rice is a necessary food for almost every meal of every Vietnamese family It is the quintessence that nourishes the health and soul of Vietnamese people, so adults trust rice as a nutritional supplement for children That is an opportunity for the company's product development as well as easier market penetration However, a disadvantage for the company is that Vietnamese people often use what they feel confident in and rarely change Therefore, the company must create trust in quality reputation to easily make customers loyal to use the Company's products With Happi Bébi products, creating a healthy lifestyle for children is extremely important

— Opportunity: Take advantage of Vietnamese people's love and trust in rice and products for children

~— Threat: Need to build reputation and quality to maintain customer trust in the future

1.2.1.1.5 Political - legal environment

With a very stable political environment, along with policies aimed at encouraging and supporting the development of businesses, protecting the rights and legitimate interests of businesses in our country, it has created many more favorable conditions not only for Happy bébi but also for many businesses in Vietnam to have an environment for long- term investment and business

In addition, the raw material sources of rice businesses in Vietnam are mainly domestic sources our country has quite a number of policies to support the development of rice resources, from there, businesses will have access to both quality raw materials, and together they will synergize to develop the weaning rice for babies

Regarding the law, our country allows freedom and encourages all forms of business according to the provisions of law With the promulgation of a number of legal documents such as:

Commercial law and franchising activities:

Government Decree No 35/2006 ND-CP dated March 31, 2006 detailing the implementation of commercial laws on commercial activities on the territory of the Socialist Republic of Vietnam Applies to Vietnamese and foreign enterprises in franchising activities, foreign-invested enterprises specializing in the purchase and sale of goods and activities related to the purchase and sale of goods commercial franchise for products that the enterprise is allowed to provide distribution services according to Vietnam's international commitments

Ordinance on food hygiene and safety:

The Ordinance was issued on August 19, 2003 regulating food hygiene and safety, overcoming the situation of food that does not ensure hygienic quality and affects people's health and lives

Vietnam has been perfecting the legal system to create favorable conditions for businesses while promoting economic development

— Opportunities: Stable political environment and supportive policies create favorable conditions for business development

~ Threat: Need to strictly comply with food hygiene and safety regulations to ensure product quality

1.2.1.1.6 Natural environment

Vietnam is a coastal area, located at the crossroads of extremely important international maritime and aviation routes This not only brings opportunities for the entire industry to

facilitate Vietnamese services in the international market, but this also brings threats for Vietnam because cross-Vietnam transportation is quite expensive and difficult towel For Happi Bébi products, Vietnam has quite favorable climatic conditions: With a humid tropical climate, the soil in some regions is suitable for better development and exploitation of the agricultural sector So that when exploited and _ processed, deliciousness and quality have become the golden key to making Happi Bébi products

— Opportunity: Producing rice with local and high quality ingredients

~ Threat: Need to protect the environment and maintain sustainability in production 1.2.1.2 Micro environment

1.2.1.2.1 Competitors

In the weaning food supplement market, Happi BéBi has to compete with famous brands,

as well as pressure from developing companies Weaning food is an indispensable item for infants, so understanding customer psychology and producing products that meet market needs is very important Therefore, Happi BéBi not only competes with domestic competitors but also faces foreign competitors Below are some of Happi BéBi's competitors

- Domestic competitors:

® S725 Orgamic:

Awarded “BEST RICE IN THE WORLD” in 2019 This type of rice is considered the pride of Vietnam All production processes of ST25 rice are unified to ensure that the rice is grown in the most natural way ST25 rice has has long, even grains, no belly silver, white opaque color and a very fragrant pandan leaf scent This is rice for babies to eat, so when cooked into porridge, it will be extremely soft and fragrant, with a sweet taste, helping babies enjoy each meal more

Because this is an Organic rice line, families can be completely assured about the quality and safety of the rice Does not contain cholesterol or gluten, helping your baby grow healthy and strong without worrying about being overweight, obese or having excess sugar

Team 6

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Facebook page: 13N likes, 14N followers Posts are often sharing about international awards and certifications the company has achieved, in addition to sharing information about the origin, quality and usage of ST25 rice

— $T25 rice has created a strong impression in the international rice and food market through building a reputable brand, quality and effective communication This has helped it become a popular weaning product not only in Vietnam but also around the world

- Foreign competitors:

¢ Bio Milchreis organic milk rice (Germany):

Bio Milchreis is a brand of the German Dm system This is a system specializing in providing high quality organic foods Along with the motto

“Experience natural deliciousness” This brand has provided many products that ensure the best quality Strict production process according to EU standards

— Opportunity:

«ồ Growing market: The baby food market is growing, and demand for safe and nutritious products is high Happi BéBi has the opportunity to take advantage of this growth to expand market share and generate profits

¢ Create unique products: Happi BéBi can create unique products based on local factors and different market requirements They can create products that suit customers’ specific tastes and needs

— Threat:

Team 6

Fierce competition: Both ST25 Organic and Bio Milchreis have built strong reputations and presence in the international market Competing with these brands requires Happi BéBi to ensure the quality and value of their products to compete effectively

Safety and quality: Customers care about the safety and quality of baby food products Happi BéBi must comply with food safety standards and ensure that their products meet high standards of quality and safety

Marketing strategy: To compete with famous brands, Happi BéBi needs to build a strong marketing strategy to create awareness and attract customers They need to invest in advertising, media and social interactions to build a strong brand 12.122 Chemt

Happy BéBi's target customers are parents or caregivers of young children, usually children 6 months or older, who need to provide their baby with their first food and help develop their child's taste and nutrition They have the following main goals:

Providing nutrition for babies: They want the food supplement to provide enough vitamins, minerals, and other important nutrients for babies

Baby's safety and health: They want to ensure that the weaning product does not contain ingredients that are allergenic or harmful to the baby, and that it is produced and stored safely

Convenience and time saving: Looking for weaning products that are convenient and time saving, especially in busy modern life

Meet special requests: There are customers who have special requests, such as products that are organic, gluten-free, lactose-free, or suitable for the baby's special nutritional needs

Opportunity: Happi BéBi has the opportunity to develop products and services based on the specific needs of target customers, including creating products that are organic, gluten-free, lactose-free and meet regulatory requirements special nutrition They can also create convenient and time-saving products that appeal to busy customers

Threat: Need to maintain product quality and safety to meet the unique requirements of target customers In addition, Happi BéBi must create a suitable marketing strategy to reach and retain these customers

1,2.1.2.3 Alternative products

Ensuring the development and nutrition of young children is a very important part, especially for picky eaters who do not like to eat rice alone The followmg are some substitutes for weaning rice

¢ Cerelac baby powder: Cerelac is a brand of Nestlé, a large and famous food and beverage corporation worldwide Nestlé has extensive experience and resources in ensuring food quality and safety This product can be easily found in stores and supermarkets

— Because Nestlé is a famous brand in the world, Nestlé products are more accessible to more consumers In addition, Cerelac has received a lot of positive feedback from parents about its ability to help babies transition from milk to solid foods easily

¢ Baby cereal: Gerber baby cereal is a product line of the Gerber brand, one of the famous brands of food for children This product line often contains ingredients such as rice, oats, barley and other grains Gerber baby cereals can often be easily mixed and prepared, making weaning your baby convenient especially when you're out or in situations when you don't have the means to cook

¢« Weaning cake

Team 6

— Opportunity: Happi BéBi has the opportunity to develop new products to compete with alternative products They can focus on creating more unique and attractive baby rice products by using special ingredients or distinct production processes

~— Threat: To compete with famous brands like Cerelac and Gerber, Happi BéBi must create uniqueness and family value in their products They need to ensure that their products are accessible and appealing to customers

Opportunities and Threats from Micro and Macre

- Opportunity:

¢ Growing market: The baby food market is growing, and demand for safe and nutritious products is high Happi BéBi has the opportunity to take advantage of this growth to expand market share and generate profits

¢ Create unique products: Happi BéBi can create unique products based on local factors and different market requirements They can create products that suit customers’ specific tastes and needs

¢ Opportunities to develop products and services based on the specific needs

of target customers, including creating products that are organic, gluten- free, lactose-free and meet special nutritional requirements They can also create convenient and time-saving products that appeal to busy customers

e Happi BéBi has the opportunity to develop new products to compete with alternative products They can focus on creating more unique and attractive baby rice products by using special ingredients or distinct production processes

- Threat:

e Fierce competition: Both ST25 Organic and Bio Milchreis have built strong reputations and presence in the international market Competing with these

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brands requires Happi BéBi to ensure the quality and value of their products to compete effectively

® Safety and quality: Customers care about the safety and quality of baby food products Happi BéBi must comply with food safety standards and ensure that their products meet high standards of quality and safety

e Marketing strategy: To compete with famous brands, Happi BéBi needs to build a strong marketing strategy to create awareness and attract customers They need to invest in advertising, media and social interactions to build a strong brand

e It is necessary to maintain product quality and safety to meet the special requirements of target customers In addition, Happi BéBi must create a suitable marketing strategy to reach and retain these customers

® To compete with famous brands like Cerelac and Gerber, Happi BéBi had

to create uniqueness and family value in their products They need to ensure that their products are accessible and appealing to customers

1.2.2 Current status of promotional media activities

1.2.2.1 PR

BéBi Rice weaning rice uses clean rice, naturally cultivated rice and does not use any drugs or chemical fertilizers in Trieu Phong district, Quang Tri Therefore, it is not surprising that Vita Foundation awarded the Natural Rice Cultivation Development & Companion Fund to that district

It is known that after 5 classic floods in October 2020, the Trieu Phong area was almost completely flooded, so Vita Foundation was established The first year, the Fund collected money and materials to support people after the flood In 2021, the Fund has collected an amount of 60 million VND and most recently, in 2022 the amount has been increased to 100 million VND All donations are from customers who have purchased Fresh Rice and Bébi Rice According to Vita, "For every lkg of nice sold, 1,000 VND is deducted and sent to Trieu Phong Clean Rice Cooperative" every September, before the flood season Thanks to this Love Fund, Trieu Phong has additional funding to:

¢ Support money to buy garlic, chili, tobacco, beer to make fermented products

¢ Partial support for seed purchase,

¢ Supporting farmer households at risk of rice harvest due to weather

¢ Support for sick cases

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Those things have contributed to making buying Bébi Rice baby rice more meaningful Mothers can not only give their children a nutritious meal, but also help poor farmers in Trieu Phong district earn some extra money Those are the good things that Vita hopes to achieve through Bébi Rice

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Team 6

feelings about Bébi Rice weaning rice on your personal Facebook page Along with that, tag #Gaoandam , #Bebi Rice , #Happi Bice , share in public mode and Check im at page: Happi Bébi, you will receive a loving gift from Happi Bébi, give your mother 01 unsigned product next order and 10% discount code for friends (mother's fb name)

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Team 6 : =| @ VIETBABY

~ Strength:

¢ Actively implement promotional programs for customers to enhance the brand and attract customers

¢ Interesting and unique promotions

¢ Long promotion period

— Weakness:

¢ Some promotions have not attracted customers

¢ Posts that haven't had recent attention

¢ Repeated promotions such as buy | get | free, less creative promotions to attract customers

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Here, customer support staff will always be ready to answer all questions as well as questions about the product from customers such as how to use, how to preserve, or programs promotions before and after purchasing products.,

Vita Corp-Bebi Rice weaning rice implements and deploys programs and events in many different places to attract customers, build trust and reputation with customers At these places, employees and customers can interact and exchange products

1.2.2.4 Direct & Digital Marketing

Social network (facebook)

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Facebook page “Ha | cam ———— „ — followers This number shows that there is a good opportunity to build relationships and engage with potential customers A positive point is the use of images in recent posts, which has the ability to create a quick visual and emotional connection with customers However, the posts did

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Team 6

not generate much attention when in the last 5 days, the post on August 9 received 8 interactions and 2 shares, and on August 4 only attracted 4 interactions, which may suggest that the content or timing of posting may need adjusting to increase interest The post on August 7 with 4 comments shows participation from the community, and this is

an opportunity to interact directly with customers Companies should take advantage of this opportunity to create deeper relationships and respond to their questions or comments

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brand specializing in baby food, and this website is an important platform to share information about these products with the target audience

The home page of the website usually has a section dedicated to Happy Bébi products, which helps highlight the brand and attract users’ attention Happy Bébi products are arranged into clear categories such as powdered milk, dietary supplements, and baby food, helping users easily search and choose products based on their needs

Each Happy Bébi product is presented with detailed descriptions of ingredients, uses, and benefits Product images are displayed visually to help customers have a clear view and feel confident when choosing to buy products Prices of Happy Bébi products are often clearly displayed, along with product status (in stock or out of stock), ensuring that customers have accurate information to make purchasing decisions

Finally, customer support and contact information is often provided on the website so customers can reach out and ask questions when necessary This demonstrates the company's commitment to providing excellent customer service

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In total, the website “https://thucphamsachvita.ccom/’ of Vita Corp company is an effective platform to introduce and present Happy Bébi products in an accurate and attractive way It provides essential information and facilitates online shopping, demonstrating the company's commitment to quality and customer service

One of the reasons that Happy BéBi has not currently chosen paid advertising on Facebook is financial The brand has made it a priority to invest financial resources in improving the quality of their products and services, ensuring that Happy BéBi's products always meet or exceed customer expectations They believe that creating superior products creates lasting value and organic customer interest

Furthermore, the brand has focused on building strong relationships with their online community through social media channels This helped them generate positive customer engagement and interest without having to resort to paid advertising

However, in the future, it can be seen that Happy BéBi will consider using paid advertising on Facebook The reason may be to expand the market or meet a sudden

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