Bản sao Group-3 trọn bộ ôn tập - Tài liệu tham khảo | Đại học Hoa Sen

Table of Contents
1. Situation analysis......................................................................................................1 1.1
Background research........................................................................................1
1.1.1 Company.......................................................................................................1
1.1.2 Product..........................................................................................................1
1.2 Competitors.........................................................................................................2
1.3 Market Growth.....................................................................................................4
1.4 SWOT.................................................................................................................. 5
1.5 Key Communication Problem..............................................................................5
2. Key strategic campaign decision...............................................................................6
2.1 Objectives............................................................................................................ 6
2.2 Target Audiences.................................................................................................7
2.3 Positioning...........................................................................................................8
2.4 Campaign Strategy...............................................................................................8
3. Message strategy.....................................................................................................10
3.1 Key customer insight.........................................................................................10
3.2 Message objectives............................................................................................11
3.3 Selling promise (USP).......................................................................................11
3.4 Big Idea..............................................................................................................11
3.5 Message design and executions.........................................................................12
3.5.1 Message design............................................................................................12
3.5.2 Executions...................................................................................................12
4. Media strategy.........................................................................................................13
4.1 Media Objectives...............................................................................................13
4.2 Media Selection.................................................................................................14
4.3 Media Planning.................................................................................................. 15
4.4. Budget............................................................................................................... 20
5. Marcom tools used to support.................................................................................24
6. Campaign management...........................................................................................25
6.1 Evaluation of Effectiveness...............................................................................25
6.2 Campaign Budget..............................................................................................27
7. Media release..........................................................................................................29
8. Print AD.................................................................................................................. 30
9. Editorial PR writing about the product....................................................................31
10. A 1-minute clip about the product.........................................................................32
11. References.............................................................................................................32
APPENDIX................................................................................................................. 34 1. Situation analysis
1.1 Background research
In the current beverage market, the majority of products consumed are carbonated soft
drinks, which contain high amounts of sugar, causing many health problems, especially
among young people, including obesity and other health problems. cardiovascular
problems. Although some companies have introduced electrolyte drinks to meet the
demand for healthy drinks, most have not really conquered the taste of Vietnamese consumers. 1.1.1 Company
Aware of this situation, we - IonBalance, a new brand launched in March 2024, is a
flavor-free drinking water, aiming to provide a solution that is as pure as filtered water,
but still contains the necessary ions for the body, helping to balance and enhance health
from the inside. IonBalance is not only a regular beverage manufacturer but also a
reliable companion on the health care journey and improving the quality of life for
customers. We apply advanced manufacturing technology and strict quality control
procedures during the production process.
Mission: Improve the quality of life and health of customers through providing drinking
water containing necessary ions, bringing balance and freshness every day.
Vision: Become the leading and most trusted brand in the health beverage industry in Vietnam and expand globally. 1.1.2 Product
IonBalance is a breakthrough in the health beverage industry, providing a unique
hydration solution for those seeking water balance after exercise or in hot weather. This
product is designed to meet the urgent need to quickly replace water and minerals lost
through sweat, helping the body recover and rebalance quickly. The charged minerals in
IonBalance help absorb three times more water into the body than regular water, quickly reducing thirst and fatigue.
The highlight of IonBalance compared to other ion mineral water products on the market
such as Pocari Sweet is its taste. IonBalance is completely tasteless, just like regular
spring water. Pure and natural, suitable for all customers, including those who do not like
the taste of electrolyzed water commonly found on the market. General information: ● Price: 10,000 VND/bottle.
● Ingredients: Water, Ions and minerals, Vitamin C. ● Flavor: Tasteless.
● Product description: IonBalance is the ideal choice to replenish water and minerals
for the body, especially after vigorous exercise or going out in hot weather. With a
unique electrolyte-replenishing ion mineral water formula, IonBalance helps
regenerate energy and balance the amount of water in the body, reducing the
feeling of thirst three times more than regular water. ● Manufactured: Vietnam. 1.2 Competitors Direct Competitors Pocari Sweat Aquarius Revive Price (VNĐ) 13.000 9.000 10.000 Capacity 500ml 390ml 500ml - Strong
and - Wide range of - Suitable for people reputable brand
users, from athletes who practice sports. to regular consumers. - Popular and easy to - Easy to find and Strength buy. - Strong brand buy. recognition.
- Flavored (may not -Flavored (may not - As a carbonated
be suitable for be suitable for drink product line, it tasteless product tasteless product will not be suitable seekers/some seekers/some for people who are Weakness consumers. consumers. losing weight, dieting, weak kidneys, etc. Indirect competitor LaVie Aquafina Dasani Price (VNĐ) 5.000 5.000 5.000 Capacity 500ml 500ml 500ml
- Prestigious brand in - Strong international - Owned by Coca- Vietnam. brand, proven Cola => high quality. reputation. - Easy to access and popular.
- Pure taste (favored - Widely present in Strength
by many people) and the market. widely distributed.
- Has a brackish taste - The product does - The product does (many people do not not focus on not focus on like this taste). electrolyte electrolyte Weakness supplementation. supplementation. - No electrolytes. - Slightly sweet taste (many people do not like this taste). 1.3 Market Growth
In recent years, the beverage market has seen a significant shift from carbonated soft
drinks and sugary drinks to health-focused products, such as mineral water and water
supplements. The ionized mineral water segment is expected to grow strongly at a CAGR
of 2.81% from 2024 to 2029, driven by growing awareness of the importance of
hydration and mineral replenishment after exercise. fluctuations or lack of water due to weather (Euromonitor, 2023).
Figure 1: Electrolyte mixtures market size (Source: Mordor Intelligence)
Demand for electrolyte-rich beverages has increased, according to a study by Mintel
(2024), consumers are increasingly prioritizing products that support health and well-
being, as customers seek products Helps them stay hydrated and encourages overall
health. Besides, according to Stellarmr (2023), the trend of favoring goods with clear
labels, few additives and natural ingredients is increasing as people become more health
conscious, making Manufacturers must rethink and improve their product lines. In
addition, electrolyte drinks are advertised for recovery after intense exercise.