Yummia dried food co , ltd

With fresh natural ingredients and vegan milk, along with that, Yogurt Bites are produced using the most modern drying technology, with -45 degrees Celsius cold sieve technology, ensurin

to making 100% natural ingredients

The cold-dried yogurt product is called Yogurt Bites, with 3 main flavors: traditional, strawberry and blueberry With strict and safe production processes, fruit ingredients imported directly from farms in Vietnam, especially fermented milk are made from nut milk, not cow's milk With fresh natural ingredients and vegan milk, along with that, Yogurt Bites are produced using the most modern drying technology, with -45 degrees Celsius cold sieve technology, ensuring to retain the flavor from the fruit without losing nutrients

Figure 2 Yummia's dried yogurt - Yogurt Bites

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are committed to using natural, vegan ingredients, without preservatives or colorants to produce safe, healthy products and provide nutritious food

1.2 SWOT analysis

1.2.1 Strengths

Cold-dried yogurt products have strengths compared to regular yogurt Such as the ability to remove management easily, convenient to carry or move anywhere without having to cover the cold With Japan's sublimation drying technology, Yogurt Bites ensures that the nutrition from the fruit is preserved, along with 3 billion beneficial bacteria in yogurt to support digestion

Besides, Yogurt Bites can be enjoyed in many ways such as eating directly, eating with cereal, mixed with milk or fruit or combined with desserts

In particular, Yogurt Bites is made with clean processing process, sublimation drying technology of Japan, Yogurt Bites is granted GMP certificate by the European Medicines Agency (EU), ensuring the nutrition from fruits is preserved and vegan ingredients, along with 3 billion beneficial bacteria in yogurt to support digestion

Yummia 1s a newly formed company, so consumers' abilify fo receive brand theuws 1s poor, which reduces the credibility consumers can have in the brand

Because it is a yogurt with 100% ingredients from raw materials such as fresh fruit and fermented nut milk, and the most modern drying technology in Japan Yogurt Bites cost more than regular yogurt, which makes the product not reach low-income customers 1.2.3 Opportunities

With the growing awareness of health issues, the opportunity to develop dried yogurt products as an optimal option in terms of preserving nutrients but also convenience There are opportunities to expand the market thanks to building and finding large distributors, keeping good relationships with distributors, to reach more target customer groups

As society grows, Yummia will focus and research product innovation to come up with

a variety of new flavors suitable for consumers, retain existing customers and attract

new customers

1.2.4 Threats

With potential markets, threats are inevitable that we cannot control In particular, climate change and the environment can affect the source of raw materials for production, leading to shortages, instability in supply as well as increasing production

1.3 Key Communication Problems

Yummia is a startup, so it is inevitable that problems will be encountered

areputation, leading to doubts about the quality of the product Therefore, it is necessary

to increase brand awareness

Next is to build the reputation of the brand as well as the reliability of consumers for the product At the same time, revenue improvement increased from VND 62 million to

Sold 20,000 products, boosting revenue to VND 1 billion 240 million

Build trust, get customer satisfaction for products in particular and brands in particular Gain 60% of consumers remember the brand

Increase the number of followers on social platforms, the number of subscribers to receive information about product promotions

Receive feedback from consumers, research and develop products continuously to be able to expand the market, develop sustainable brands

to replace their daily diet

These people usually have an income of VND 4 million in a month or more and are stable to be able to afford the product

2.2.2 Psychographic

The target customers of Yogurt Bites often have the mentality of wanting the body to always be healthy, loaded with more nutrients They are interested in maintaining a healthy lifestyle They focus on the consumption of organic food and natural wellness Therefore, Yogurt Bites dried yogurt can meet their needs

2.2.3 Behavioral

In terms of consumer behavior of this group of customers often have a healthy diet, who prefer raw dishes, which do not take much time to enjoy In particular, they also often have the habit of shopping on e-commerce platforms, or other social platforms 2.3 Positioning

Figure 3 Yummis's Positioning

In the Vietnamese market, Yogurt Bites is positioned as a high-quality product with completely vegan ingredients such as fresh fruit and nut milk instead of conventional

best experience to consumers

Compared to 2 direct competitors that are Ha Long yogurt brand and Vinamit For Ha Long Yogurt, Yummia has an advantage in quality thanks to the most modern drying technology with 3 bacterial ratios in 30g of yogurt instead of 400 million bacterial ratios of Ha Long yogurt Besides, Yummia offers a variety of promotions and multi-channel incentives compared to Ha Long yogurt In terms of price, because the ingredients of Yummia products are 100% natural, without flavoring along with modern Japanese drying technology at the moment, so the price can be slightly higher than Ha Long yogurt with the price of 62,000 VND for 30g

For its competitor Vinamit, this is an enterprise providing dried foods such as dried fruits and dried yogurt in Vietnam, but the drying technology used in Vinamit is the technology of drying products at higher temperatures than the drying technology that Yogurt Bites uses Like Ha Long yogurt, Yo'V uses non-vegan fermented milk like Yogurt Bites, Yummi's drying technology retains the natural flavor, nutrients found in the fruit and 10 times the benefits compared to conventional drying technology In addition, Yummia is widely distributed, multi-channel and easy to purchase

Yummua puts the health of consumers first, so the production process is strictly controlled to ensure food hygiene and safety, receiving GMP certification helps improve the reputation of product quality for Yummua dried food brand

2.4 Campaign Strategy

2.4.1 Phase 1: Brand Awareness Enhancement (01/04/2024 — 30/04/2024) The first stage, raising the level of brand awareness, can capture the interest of potential customers, which in turn can enhance brand awareness At this stage, Yummia will seek potential customers, in need of nutritious, health safety and quality food, by:

- Building social media communities and websites:

To increase consumer awareness of the Yummia brand, we will build a community of healthy food lovers by creating social networking sites such as Facebook and Instagram

process of yogurt bites At the same time, building a website provides information about products, manuals and information for customers to discuss directly Besides, search engine optimization, focusing keywords like "dried yogurt", "nutritious dried food"

- Building "looks" for yogurt bites:

The packaging design for the product is eye-catching and simple The outside of the packaging is printed full of component information, instructions for use

Design posters, banners advertising products and post launch ads on cooking and health blogs,

2.4.2 Phase 2: Building trust and promoting sales (01/05/2024 — 30/06/2024) After building brand awareness and announcing the 3 finished products, start to the stage of building customer trust in the product through interaction and positive feedback, by:

- Increase social media engagement:

Build a meaningful story with hashtags #HealthySnack Yummua, stimulate customers to participate in sharing stories, sharing messages, And when sharing the post, you will receive a 50% discount voucher for the first order Organize minigames such as crossword puzzles, correct answers are given trial products Actively respond to the inquiries of participating users

- User-Generated Content:

In cooperation with KOLs Vo Ha Linh review, with 3.9 million followers on tiktok and great influence Yummia will provide products for Vo Ha Linh to try and record honest video reviews about the product to build trust from the consumer community

Along with another famous KOLs like Gonpink with 2.9M followers on Tiktok Shoot promotional products according to Gonpink’s logistics team and content suggested by Gonpink

- Promotions that promote sales:

yogurt combo with toys for children In particular, when buying in bulk, it is preferential

to sell at wholesale prices

Run Facebook Ads, email marketing to announce ongoing promotions and give exclusive e-vouchers to 10 customers who quickly apply the code

2.4.3 Phase 3: Maintain and develop a sustainable brand (01/07/2024 — 30/09/2024)

In Phase 3, Yummia will focus on maintaining and growing the brand The objectives set at this stage are to maintain relationships with existing customers and seek to develop new relationships:

First, provide customer care services such as supporting and resolving customer complaints and inquiries 24/7 with enthusiastic staff Provide good and fast customer care to receive feedback from customers positively

This is followed by maintaining positive relationships with partners by seeking and cooperating with retailers, distributors and supermarkets to expand distribution channels, creating opportunities to improve sales

And finally, the continuity of product innovation Product research and development are becoming more and more perfect Launch, diversified product innovation

Ill Message Strategy

3.1 Key consumer insight

Consumer demand today most often prioritizes choosing healthy and convenient products And especially, food products must have clear origin, transparent ingredients

as well as prices They often appreciate the quality that the product offers as well as its convenience, they often want their products to have natural ingredients, no preservatives, flavorings or colorants And finally, they care about price must go hand

in hand with quality, the product they choose must ensure high nutritional value Therefore, Yummia was established to help consumers have the most optimal choice, Yogurt Bites dried yogurt products will meet 4 standards:

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the retention of flavor and nutritional value from natural fruits, with the main ingredient from vegan fermented nut milk

2 Natural taste: Yummi's Yogurt Bites Dry Yogurt is made from natural fruits and has the natural flavor of fruit, creating an appeal for consumers

3 Easy storage, convenient on the go: Yogurt Bites do not need a refrigerator and can be taken anywhere This is convenient for users in busy lives

4 Safe and healthy: Free of preservatives (4-Mel) and flavorings, Yogurt Bites will become a safe choice for all ages

3.2 Message Objective

"Enjoy dried yogurt with 100% vegan, safe, healthy ingredients"

With a special recipe combined from nut milk up, it is brewed according to a strict regime to ferment with moderate acidity Discover the natural flavor and amazing nutrition of Yogurt Bites made with vegan ingredients, say no to chemicals, colorants and preservatives Yummia is committed to standard products, full of transparent ingredient information, putting consumers’ health first

3.3 Sell promise (USP)

Yummia always prioritizes the natural choice that contributes to your healthcare, with respect for natural ingredients and a commitment to the importance of health for consumers’ lives:

- Natural and vegan ingredients: Yummia uses fermented nut milk (almonds, soybeans), along with fruits harvested directly from the farm to ensure the freshness of the product

- Easy storage: dried sour bark should have a longer storage time, convenient to move, or carry anywhere

- Quality assurance: with Japanese sublimation drying technology, the dried yogurt balls are completely retained nutrients and taste

3.4 Big idea

to spend more on organic and natural food with 5 out of 10 consumers aware of food standards and look for them when choosing products; 72% of those who are aware of food standards say they would be willing to pay 10% more for products that meet these standards (Minh Nguyét, 2024)

Based on this data, Yummia has launched Yogurt Bites - cold dried yogurt with extremely guaranteed quality, enhancing the percentage of beneficial bacteria good for the digestive system The product wants to target consumers who want to eat fast, convenient but still ensure nutrition for the body

Yummua's slogan "Natural nutrition, immunity boosting" brings consumers a healthy food, to enhance brand awareness, value that Yummia brings

3.5 Message design and executions

Table I Message design and Executions

"Discover Yogurt Bites Launch products and create qua Dried Yogurt product articles, and create prod

— The Perfeci Facebook, | short-videos on the viral platfor Combination | TikTok TikTok and use hashtags like popu

"Yogurt Create a short and engaging d Bites — introducing the Yogurt Bites produd Natural TikTok, The video focuses on the great tast¢ Nutrition, Reels the product, the positive impact

Boosting" enjoying sublimated dried yogurt

Experience the specia Create a video introducing natu and healthy Facebook, | almond and soybean milk ingredien raw materials TikTok and the nutritional benefits of Yogu

Phase 2: product

Maintain "Promoting

identification the health of

brand and young

Drive sales people" Showcase Yogurt Bites products, fr

"Nutrition Outdoor tastings, fun games, and special g from within" activities for customers

on World Health Day

8/4

"The KOL Ha Linh and GonPink will shar Healthy Outdoor their expertise, personal experier Living activities, | and suggestions on how to eat sma Journey: The TikTok the event including food choices, h¢ Smart Livestream| to prepare and balance nutrition, 4

Customers can send questions dire

to KOL and receive advice ar feedback from experienced a reputable people in this field

"Enjoy dried yogurt with | Website, | Write press releases about produ 100% vegan, | email surveys from customers a Phase 3: safe, healthy | marketing | distributors

Market ingredients"

and termite "Create customers creatively combine dish building delicious, with dried yogurt such as cereal, | Relations healthy food Outdoor cream, jam The message emphas

with Yogurt Activities the combination of great taste a Bites" health benefits, providing a hands-

31/10/2024:

Building customer awareness about the brand to enhance Yummia's reputation, through positive messages about "Eat well — live well" in phase 1 (01/04/2024 — 30/04/2024) and a positive image of the brand reaches many consumers

More specifically, the number of social media users for positive product reviews along with the hashtag #HealthySnack Yummia reached 10,000 Along with that, the number

of views on the viral tiktok platform with more than 300,000 views at phase 1 (April

2024 to early May 2024)

The end of the campaign can reach 1,500,000 people along with increased engagement with posts As well as increasing conversion rates to help increase sales through online platforms in phase 2

4.2 Media Selection

Take advantage of 2 social networking platforms Facebook and Tiktok: create interesting and outstanding posts to help attract customers who have a taste for dryware

or care about their own eating and health care to Yummia Yogurt Bites, accompanied

by vivid images, Interesting videos to engage to create more creative promotional

content

Content marketing: Create youtube clips, tikok related to the special and interesting use

of the product by making a specific script, with the title: "5 ways to enjoy delicious and nutritious Yummia dried yogurt" we will guide users on different ways to eat dried yogurt to increase the fun and stimulate the curiosity of those who have not yet used to use through In addition, strengthen SEO when writing blogs about safe and healthy foods to increase access to consumers

Influencer Marketing: Cooperate with influential KOCs and KOLs on social networks

to share positive and meaningful messages At the same time, evaluate products objectively based on personal views to increase brand credibility and positively impact consumers

Table 2 Media Planning and Buying

- Build brand awareness as

well as knowledge about

yogurt bites for consumers

- Increase customer satisfaction with yogurt bites as well as brand credibility

- Increase website visits and conversion rates

- Encourage customers to

try products and make purchases

- Revenue of VND 1 billion 240 million

Maintain customer awareness and trust in Yummia

Market expansion, brand development

upcoming products, guess

correctly to be given trial

products

- Send press releases about

products

- SEO for the official

website with keywords - Focus on User-Generated

Content to increase credibility, objective reviews (Tiktoker Vo Ha Linh product reviews)

- Send a press release to Vnexpress newspaper for objective evaluation

- Organize events, promotional activities on International Children's Day 01/06 at Aeon Mall - Blogging about health,

healthy food -Continuously innovate products to match the growing needs of consumers

- Consumer satisfaction survey

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Phase 1: Revealing and

Phase 2: Building trust | Phase 3: Maintain brand

and promoting sales recognition awareness

"Healthy Snack", "Dried | nationwide (taking place

yogurt" in 2 days 01/-6 — 03/06)

- Use affiliate marketing tools Booking tiktoker Gonpink to promote products, attach links to e- commerce floors

Facebook, Instgram, Facebook, Instagram, |

Channels | _ Tikok shơp, shopee, | Google, website, Email

Tiktok and Google

In addition, provide trial samples for supermarkets, or convenience stores for customers

to experience directly, collect more positive feedback on products to easily promote and reach the community

5.2 Promotions

their first release at a discount or offer More specifically, offer separate incentives and gifts for loyal customers for recurring purchases, such as buy one get one free offers for

"special products"

5.3 Packaging

Create packaging using eye-catching colors and graphics with concise text stating the advantages of dried yogurt products to convey the superior and unique quality of the product In addition to attracting consumers who care about the environment, we also use sustainable and eco-friendly packaging materials that are certified nght on the packaging

5.4 Personal sales

Provide salespeople with the tools they need to effectively communicate the benefits and special characteristics of Yummia yogurt, such as extensive product knowledge, health benefits, and brand special promotions More than that, it is training salespeople

to get 1 good psychology when facing questions from customers

5.5 Direct Marketing

Use email marketing to answer consumer questions about products by attaching company information on communication websites Email Marketing also announces good promotions to increase the number of potential customers for the brand

VI Campaign Management

implemented strategies and activities with high efficiency and is close to achieving what has been set, 50-55% will be considered, whereas the percentage equal to or less than

40 is just not achieved Yummia businesses should review their marketing and advertising strategies to accomplish their goals

e Determine average reach:

Objectives: 50,000 reach/post

Evaluation: Yummia receives a reach/post volume of 70% indicating that the content is

on track and going as planned, a relatively low 50% needs to be reviewed, a score of 40% or less is considered unsatisfactory Yummia needs to carefully review the amount

of content it wants to convey to consumers and redefine the important element of the message

« Average amount of interaction:

Objectives: 4000/ post

Evaluation: 80-90% of goals are completed well and effectively, 60% is considered a good assessment but also needs to consider and adjust some issues, 30% with a percentage that is too low to achieve, Yummia needs to review its media and content strategy to find ways to improve performance and increase user engagement

« Optimize clicks:

Objectives: Increase website link clicks to 600

Evaluation: A 10% increase in clicks indicates a small positive from users, a 25% increase in significant results, a 50% increase in export results indicates positive interest from the community

+ Tiktok platform on Tiktok Analytic tool:

® Increase followers

Objectives: Increase followers to 1,000 people

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