- Geographic: This target customer group may live in big cities and developed urban
areas.
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e Big cities: Parents live in big cities, such as Ho Chi Minh City, Hanoi, Da Nang, Hai Phong, where many mothers care about the quality and origin of food for their children
¢ Developed urban areas: People living in Developed urban areas, where parents have high incomes and care about health and the environment.
- Demographic:
e Age: Most parents are from 25 to 45 years old, the age when they have children from 6 months to 2 years old (the age when children are developing their digestive system and absorbing nutrients from first foods).
first) and pay attention to the care and nutrition of children.
¢ Gender: Both men and women can be parents interested in Happi Bébi organic baby rice, but mostly women.
¢ Income: These parents often have a medium to high income, enough to be able to afford organic and high-quality products for their children .
¢ Number of children: This target customer group may be parents with one or more young children. When you have many children, finding and choosing safe and nutritious food for children becomes more important.
¢ Education level and economic status: Parents with a relatively high level of education and economic status are often more likely and aware of the benefits of using organic products for their children's health. female. They are also able and willing to pay for higher quality products.
- Psychological:
¢ Customer groups care about their children's health: Target customers often set the goal of taking the best health care for their children. They are aware of the significance of using organic products in ensuring that their children's food is free of harmful additives and chemicals.
¢ Customer groups interested in product quality and origin: Target customers are also particularly interested in the quality and ongin of the foods their children consume. Target customers want to use safe and reliable products for their children. They look for products that are certified organic and have clear origins to feel secure about product quality and safety.
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2.2.
2.21,
22.2.
2.3.
Nutritionally aware customer group: Target parents are well aware of the importance of providing their children with a complete and nutritious diet.
They look for quality products that provide essential nutrients such as vitamins, minerals, fiber and fats that are beneficial for children's development and health.
Behavioral
Conscious shopping: Target customers often have the habit of shopping consciously. They search for information through forums, groups, Facebook fan pages, websites about products, quality and read reviews from other users before deciding to purchase. They value choosing high- quality organic products for their children.
Children's health care: Target customers care about the health and development of their children. They use organic products like Happi Bébi baby rice to ensure that children receive a healthy and natural diet, free of harmful additives and chemicals.
Like promotions and discounts: Target customers often tend to like discounts and look for valuable offers. They regularly monitor promotional information on websites or groups, forums , and fanpages on Facebook.
They are smart consumers, always looking for ways to save costs while still ensuring product quality.
Customers often use products from popular brands: Vinamilk, Dielac, Ridielac, Cerelac, Danalac,.... Most people have never heard of the Bébi Weaning Rice brand (from survey results) .
Strategic objectives:
Business objectives:
Increase monthly revenue by 15% within one and a half months through integrated Marketing communication campaigns.
Communication objectives:
Increase target customer awareness of the product by 30% within one and a half months by implementing integrated marketing communication campaigns.
Design communication messages
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Slogan/message (USP of the product):
Built based on the user-type positioning strategy, to meet the needs of mothers who want to raise happy children. “Let mothers raise happy children” is a message to honor the importance of mothers in caring for and nurturing their children. With a mother's love and attention, a child will feel happiness in every day approaching childhood. If mothers can create a safe environment and give their children nutritious meals, they can help them develop comprehensively. With high-quality organic Happi Bébi baby rice, mothers can be assured that their baby will receive the essential nutrients and will not be exposed to harmful chemicals. This is the best choice to ensure your baby's healthy development. Choose organic Happi Bébi baby rice and bring happiness to the whole family. Happi Bébi will accompany mothers in nurturing their children and bring joy and satisfaction to every family member.
Communication process:
2.4.
2.4.1.
Sender: The sender is the Happi Bébi brand, aiming to convey the message to mothers about using organic weaning rice to nourish and bring happiness to their children.
Encoding: Happi Bébi uses communication and marketing techniques such as posters, videos, taglines to encode messages
Communication channels: Brands use communication channels such as Facebook, YouTube; website; email marketing and events to get their message out to consumers.
Decoding: Mothers receive the message and decode it, clearly understanding the meaning and intention that Happi Bébi wants to convey.
Receiver: The recipient is the mother, the object that the campaign wants to impact. Mothers have the ability to receive the message and make decisions to use Happi Bébi weaning rice for their children.
Feedback: Mothers can give feedback through direct interaction with Happi Bébi, writing reviews, sharing on social networks or through purchasing products.
Media selection:
Advertising:
2.4.1.1, Hierarchy of effect
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The target audience of the advertisement has not changed compared to the target audience mentioned above.
~ From there, we can see that the target audience of Happi Bébi organic weaning rice is at the awareness stage of the hierarchy of effects.
Advertising goals:
¢ Increase the awareness level of target customers about Bébi baby rice products by 10% within 1 month by conducting advertising activities on social media.
¢ Boost monthly sales of Bébi baby rice products by 7% within one month through advertising campaigns on social media
2.4.1.2. Attributes selected to bring in to the message: use means - end chain theory Means - end chain theory:
¢ Delicious and clean organic ingredients -> Healthy and balanced meals -> Healthy development for children -> Mothers raise happy children.
~ From the above means-ends chain theory, the product attributes of Happ Bébi organic weaning rice need to be emphasized: delicious and clean organic ingredients.
Some taglines for the advertising campaign of Happi Bébi organic weaning rice:
¢ “Happiness is when you know how to worry about your child's health.”
¢ “Safe, natural and organic food for every meal of your child.”
¢ “Caring for your children every day with love and organic ingredients.”
¢ “Let your child discover the flavors of nature with every bite.”
These taglines emphasize the value of organic ingredients in providing children with healthy meals and creating healthy futures for them, thereby contributing to the happiness of every family.
2.4.1.3. Media (+ Position) Youtube ad :
¢ Ad type: Non-skippable in-stream ads
ô Duration: 15 seconds
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¢ Channel, for example:
o YouTube channel “Good Powdered Milk”
o YouTube channel “Thuy Thao's mother”
© Youtube channel “My Thuan Family”
* Posting form
o Non-skippable TrueView in-stream ads before the video: This ad will be played before the video the user wants to watch. Users can only start watching a video after watching all the ads.
ô Estimated budget:
The average cost for a 15-second unskippable TrueView in-stream ad view in Vietnam is 75 VND.
Number of ad views: from 200,000 - 250,000 views
~ Total cost: 75 VND/view * 200,000 - 250,000 = 15 - 18.75 million VND So, YouTube advertising costs can range from 15 million VND to 18.75 million VND per month.
Facebook ads:
¢ Ad type: Video ads_skippable in-stream
¢ Duration: 15 seconds
¢ Channel, for example:
¢ Facebook channel “NHANH THANH WEaning”
¢ Facebook channel " Wise Mother 4.0 - Modern Eva"
¢ Facebook channel “Delicious food for babies - All kinds of weaning”
* Posting format:
¢ The most popular type of video ad on Facebook. This ad shows in videos on Facebook Watch. Viewers can skip the ad after 5 seconds.
ô Estimated budget:
Skippable in-stream video ad view in Vietnam is 600 VND.
Video ad views: 20,000 views
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~ Total cost: 600 VND/iew * 20,000 = 12 million VND
So, YouTube advertising costs can fluctuate around 12 million VND a month.
2.4.1.4. Frequency
¢ Because the goal of the advertising campaign is mainly to increase awareness of the Happi Bébi organic rice brand, the advertising run time on Facebook ad and Youtube ad platforms may be longer, specifically within | month. Running ads on these platforms for a period of time will create a strong impression and enough time to remind customers about the brand. From there, the brand can reach its potential customers.
24.1.5, Time:
The start time of the advertising campaign can be from May 1, 2024 to June 1, 2024. For some of the following reasons:
ô International Labor Day: May Ist 1s a major holiday of the year, lasting | day.
This is an occasion when families with young children often travel and vacation to relax and enjoy time together. During trips and vacations, mothers often have to prepare food for their children, especially babies who are weaning.
¢ Start of summer: Summer is a time of hot weather, children are susceptible to dehydration and nutritional deficiencies. Therefore, mothers are often more interested in supplementing their children's nutrition in the summer.
Thus, starting an advertising campaign at this time will help the Happi Bébi brand reach many mothers who want to learn about products for their children. This will contribute to increasing brand awareness and driving sales.
2.4.1.6. Design/script (starring if yes)
Based on target audience analysis, the promotional video for Happi Bébi organic weaning rice will likely have the following characteristics:
¢ Main target audience: Parents with children from 6 months to 2 years old, living in big cities, with average to high income, concemed about their children's health and nutrition.
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¢ Objective: Create awareness about Happi Bébi organic rice, emphasizing product benefits such as:
o Safe for health: made from organic rice, 100% milled rice, free of additives and toxic chemicals.
o High quality: produced according to a closed process, ensuring quality and nutrition.
o Convenience: easy to use and process.
¢ How to express:
o Vivid images and sounds, close to children.
o Use child actors and mothers with young children.
o The dialogue is short, concise, and easy to understand.
o Call to action: buy the product, visit the website, or follow the brand's social networks.
¢ Actress:
Normal nursing mothers: This is a suitable choice for small businesses and limited budgets. Any image of a mother creates friendliness and sympathy for viewers.
Videographers may be required to meet the following criteria:
¢ Age: 25-35 years old
¢ Gender: Female
ô Have small children 6 months or older
¢ Job: Stay-at-home mom or freelance job
¢ Location: Da Nang City
Here are some questions to ask the cameraman to assess their abilities:
ô Have you ever recorded a video before?
ô Can you express yourself naturally in front of the camera?
¢ Are you willing to share your story about raising your baby on solid foods?
Script
Script name: Happy Bébi - Mother's dream Topic: Happy Bébi weaning rice
Slogan: Mother raises happy children
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Target audience: Mothers with children in the weaning age Target:
Âô Emphasizing the advantages of Happy Bộbi weaning rice products such as:
© Organic ingredients, delicious and clean o Healthy and balanced meals
o Healthy development for children
¢ Evoke mothers’ happy emotions when raising their children Plot:
Scene |:
A young mother is holding her baby sơn In her arms, watching him sleep soundly. The mother smiled, remembering her dream when she was pregnant with her child.
Mother's voice:
“T dream of seeing you grow up healthy, smart, and my pride.”
Scene 2:
On the screen appeared an image of a bowl of Happy Bébi weaning rice porridge.
Delicious bowl of porridge, eye-catching colors.
Voice over:
“T want you to have such a beautiful dream. And I know, my dream will come true if you are fed with Happy Bébi weaning rice."
Scene 3:
The baby is playing happily and healthy.
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Voice over:
“Happy Bébi weaning rice is made from organic Trieu Phong rice, combined with naturally cultivated organic beans and seeds. Make sure to provide adequate vitamins, fiber and minerals for your baby's body.”
Scene 4:
Mother and baby are playing together. The mother held her child in her arms, happy.
Mother's voice:
“T know, my dream has come true.”
End:
On the screen appeared an image of Happy Bébi weaning rice product along with the slogan “Let mothers raise happy children”.
Voiceover: “More specifically, from May 16 to May 23, Happi Bébi will organize the mini game MOTHER & BABY QUESTION for mothers at Happi Bébi Fanpage. So, join the minigame to win attractive gifts for your baby!”
Video filming budget:
Expense Total
Director 10,000,000/Day 17,000,000
Performer 2,000,000/day
Film 5,000,000/day
Device 10,000,000/day 13,000,000
Backgrounds, props 3,000,000
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Post-production costs
15,000,000 15,000,000
TOTAL COST
45,000,000
Poster ideas
1. Color: The main colors will be green, yellow, and orange to create a happy and positive atmosphere.
2. Main image: In the center of the poster, use the image of a smiling child sitting and eating solid food next to the baby rice product BéBi Rice.
3. Slogan: Place the slogan “Let mothers raise happy children” at the top of the poster in a dark blue font to stand out. Use a compatible blue color to link with the image of rice fields.
4. Use symbols: Around the product, there are uses of the product - Milled Rice Rich in BI
- Practice Chewing and Digestion - Cognittve Motor Development
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Dé Me Nusi Con
Tiêu Hóa
Phat Triển LG.) LG
Expected poster budget:
¢ Plan to make 3 posters to display and introduce products
¢ Making large size AO paper with dimensions of 841 x 1189, so the price is about 300,000 VND per poster.
~ Total cost: 300,000 x 3 = 900,000 2.4.2. PR
Workshop “Safe choice for your baby” in Da Nang Target:
- Increase target customer awareness of the product by 5% within | day by implementing integrated marketing communication campaigns.
Object:
- Demographic:
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Age range: 25-35, pregnant mothers or nursing mothers with children aged 6 to 12 months
Gender: Female is the majority.
Income: Medium to high.
Number of children: One or more children.
Education level and economic status: Education level is relatrvely high, economic status is relatively stable.
Geographic:
Area: Cam Le, Da Nang, because this is an area with a high population and average income or higher, where parents can afford high quality products.
Behavioral:
Nursing mothers are learning the best methods for their children's development.
Nursing mothers can learn about these methods through the following channels:
o Websites and fanpages: There are many websites and fanpages of reputable experts and organizations that provide information about child care and parenting methods.
o Forums and groups for mothers and babies: Forums and groups are where mothers often share experiences about caring for and raising children.
o Classes and seminars: There are many classes and seminars for mothers and babies that provide knowledge about child care and parenting methods.
Find out product information:
Nursing mothers with a stable income often research product information carefully before deciding to buy. They can find out product information on the following channels:
o Manufacturer's website: This is the official information channel of the manufacturer, providing full mformation about the product, including:
nutritional ingredients, flavor, safety, usage.,...
o Manufacturer's Fanpage: Manufacturer's Fanpage is a popular information channel, providing product information quickly and conveniently.
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o Forums and groups for mothers and babies: Forums and groups are where mothers often share experiences about taking care of their children. They can find out information about weaning rice products on these forums and groups.
o Nutrition experts: Nutrition experts can provide useful mformation about weaning rice products, helping mothers choose the nght product for their children.
ô Search for promotions and incentives:
In addition to finding out product information and choosing reputable sales channels, nursing mothers with a stable income also often look for promotions and incentives to save costs.
~ From the analysis above, information about the conference and registration link will be posted about a week before on social networking platforms such as: Happi Bébi's Facebook fanpage, Happi Bébi's website; on group forums on Facebook (Mothers and babies, ...). Post announcing event information on Facebook:
Wee Xe cạn an tan cheb 9
GF) th - h30 ngàu 01/06/2024 ( Thứ 7) Hội thụ triển lầm 0à Nẵng ( số 9 cách mạng tháng 8, Quận (ẩm Lệ )
Number of participants: expected 100 people
Topic: “Safe choice for your baby”. Choose this topic because
¢ Organic weaning rice is a new product that is gaining interest from many nursing mothers.
¢ This topic is consistent with the product's communication goals.
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Time: The workshop starts from 8:00 a.m. - 11:30 a.m. on June 1, 2024 (Saturday), and was chosen to organize a seminar on Bébi products for the following reasons:
¢ Suitable for mothers’ schedules: Mothers are often busy with work and family, so the exhibition time should suit their schedules. This time frame is the time frame when nursing mothers have more free time, after taking their children to school or work.
¢ Weekend: Because Saturday is the time mothers usually take off work, they have more time to spend with their families. This is also a good time for mothers to take their children to participate in useful activities, such as visiting exhibitions.
Location:
Âô Da Nang Exhibition Fair (No. 9 Cach Mang Thang 8, Khue Trung Ward, Cam Le District, Da Nang): spacious outdoor space, easy to organize communication activities and display products for sale.
Specific content of each section:
¢ 8:00 a.m. - 8:15 am.:
o Guests will be welcomed and guided into the conference room.
o Introductory documents about the Bébi weaning rice product will be distributed to guests.
¢ 8:15 am. - 8:45 a.m.:
o Arepresentative of the Bébi weaning rice brand will introduce the products, including:
ô Ingredients and production process
ô Benefits of organic weaning rice
ô Product lines of Bộbi weaning rice
¢ 8:45 a.m. - 9:15 am.:
o Nutrition expert (Doctor Nguyen Le Hong Van) will share about the importance of organic weaning for young children, including:
ô Potential risks of unsafe weaning
ô Benefits of organic weaning
ô How to choose safe weaning foods for children
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¢ 9:15 am - 10:00 am:
o Guests will be able to participate in a cooking experience with Bébi rice.
o Nutrition experts will guide guests on how to cook delicious and nutritious snacks for babies.
¢ 10:00 a.m. - 10:30 a.m.:
o Answer guests' questions.
¢ 10:30 a.m. - 11:00 a.m.:
o Guests will participate in mini games to receive gifts.
ô 11:00 - 11:30:
o Arepresentative of Bébi weaning rice brand will conclude the event.
o Guests will take souvenir photos with nutrition experts and brand representatives.
This event is an opportunity for the Bébi weaning rice brand to directly reach mothers, convey the message about the importance of organic weaning for children and introduce its products.
KOLs
Happi BéBi will contact to hire a KOL (Doan Thi My Hanh) in Da Nang to have a video posted about the seminar on Happi Bébi's Fanpage. Reasons to choose this KOL:
¢ As an adoptive mother of abandoned babies and pregnant mothers without families, her shares and stories attract a lot of attention from other mothers.
Influential on both Facebook (30K followers) and TikTok (174.4K followers). So hiring this KOL will be effective in advertising.
ôồ KOL rental price: 5 million/ 1 video talking about Happi Bộbi products and seminar information that will take place on June 1, 2024
Time: Post on May 23 to increase attraction for the conference.
Estimated budget for PR:
¢ Rent Da Nang exhibition fair area: 1,080,000
¢ Hiring a nutritionist: 5 million
¢ Printing, decoration: 10 million
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