Digital Marketing Strategy for STAR Kombucha Tea Plan | Đại học Văn Lang

lOMoARcPSD| 58854646
1. Executive Summary 1.1.Overview of the company
Goody Group Joint Stock Company is Vietnam's leading food and beverage business
group established in 2019 with the purpose of providing high quality products that are good
for consumers' health (Kỳ Thơ, 2020). Currently, the group owns 3 main brands: Goody, Chill,
Goody Food. All of Goody Group's products are produced with modern technology, ensures
that their products are extremely high quality and food safe. Among the products the company
produces, beverage (Star Kombucha Tea) is the company's most prominent product. In 2019,
Mr. Paul Nguyen Hung and Goody Group company established the Star Kombucha brand and
launched this product called Star Kombucha Tea with the desire to bring a new product that
is good for consumers' health and creates healthy lifestyle for consumers in the Vietnamese
market (Kỳ Thơ, 2020). Star Kombucha is a fermented tea with probiotic properties that provide
many health benefits. It was created by people who are passionate about healthcare and brings
many benefits to the community. Kombucha has the ability to provide necessary nutrients for
the body, strengthen the immune system, lose weight and control blood sugar levels, helping
to protect the human body from harmful organisms (Vinmec, n.d.). In addition, it also improves
cardiovascular problems through reducing bad cholesterol and increasing good cholesterol.
Because it is a good product for consumers' health, the company regularly participates in
sponsoring running tournaments such as Run to Heart 2023, Ecopark Marathon 2023, Miss
Grand Vietnam 2023 to market its products (Thanh An, 2023). These contests are shown the core
benefits that the company's products bring to users (health and beauty). Because of its
activities for public health, brand has attracted many consumers to use products to protect their health. 1.2.Mission and Vison Mission:
Their mission is to provide the highest quality products to their customers. Helping
customers improve and enhance their health and quality of life brings many wonderful
experiences to them. Besides, Star Kombucha also wants to bring nutritious products to the
entire community (Star Kombucha, n.d.). Vision: lOMoARcPSD| 58854646
Star Kombucha's vision is to create a leading brand in the Kombucha tea industry to
bring products that are good for human health. Their main goal is to become a brand that
customers trust and love. When mentioning healthy products, consumers will immediately
think of the Star Kombucha brand. They also want to contribute to making the community's
life even healthier (Star Kombucha, n.d.).
2. Situation And Market Analysis 2.1.Macro environment
2.1.1. Political environment
Government has a policy support the young company, policy support for dietary
supplements like Star Kombucha (Hoàng Liêm, 2024)
The regulations about food safety and hygiene which compulsory the company in
FMCG, F&B industry (Hoàng Huyền, 2024) must compliance to create a fair competitive environment.
2.1.2. Economic environment
According to (Đức Anh, 2024), one of top of the global risk 2024 is economic
downturn. This impact to the consumer purchasing power and demand use
supplemts product. At the same time, economic downturn lead to interrupt the supply chain for ingredients.
Inflation increase lead to the currency flow volatility so the purchasing power the
Star Kombucha is decrease (Viễn Thông, 2023)
2.1.3. Social environment
After the COVID-19 pandemic, customer change to use product that good for health (Lê Anh, 2022)
Trend use Kombucha viral on social media about its benefit.
Demand about the health care product increase
Demand about the product use the natural ingredients more and more popular(Bông Mai, 2019)
2.1.4. Technological environment
Technology and canned process must ensure food safety and hygiene lOMoARcPSD| 58854646
Technology inovate day by day, make Star Kombucha must ready to adapt and
innovation technogy for its product. 2.2.Micro environment 2.2.1. Customer
Although the outer packaging is similar with other beverages or even like alcoholic
beverages, Star Kombucha are not similar as function, it been seen as a functional food but
combined with some fruit flavor for easier to consume. However, the more flavor it has the
more misunderstood that it is like other beverages. Star kombucha producer encourages
consumers to consume the product 1-2 can per day to maintain their health (Diệu Uyên, 2020).
In fact, with the segment are functional foods, Star kombucha target to customers who
are women in 30-45 year old, which especially concern about their health, hope to improve
their health after the COVID-19 or just simple like want to make their skin to be more beauty
and improve their body shape, because most of women that has been describe are working
very for their life in that moment so that it is become a prospects segment for business. With
the income and living standard are increasingly become develop so that even Star kombucha
are sell at quite high price but if people care about their health, the price will not become a
factor to be concern than the quality (Thanh An, 2023).
To sum up, Star kombucha target customers are mostly women, 30 to 45 year old, have
mid-range to high income, live in urban, able to try new things but will be concern and
searching for information about the product, focus to the convenience because of limited time of their life. 2.2.2. Competitor
Table 2.1 Star Kombucha direct competitors # Product name Flavor Packaging Volume Price material 1 Lady Buddha 6 Bottle 500ml 54.000 – 63.000 VND Kombucha 2 Teazen Kombucha 3 Bag 5g*10 bag 229.000 VND/10 bag 3 Captain kombucha 6 Bottle 400ml 90.000 VND lOMoARcPSD| 58854646 4 Kombucha Vgreen 4 Bottle 330ml 30.000 VND
Table 2.2 Star Kombucha indirect competitors # Product name Corporate name Volume Price 1 Cocoxim Betrimex 330ml 18.000 VND 2 TH True Tea TH True Milk 330ml 18.000 VND 3 Vfresh Vinamilk 1l 40.000 – 50.000 VND 2.3.SWOT analysis Strength:
1. Clearly material sourcing, meet America FDA standards, and especially is ecofriendly (Diệp Chi, 2021)
2. Suitable prices compare with other Kombucha beverages in the market.
3. Combine both online and offline channels to sell products, have various
paymentmethods and have deliver to home.
4. Have been established since 2019, create a brand awareness in customer mind, buildtrust.
5. Variety of flavor for consumers
6. Meaningful PR activities, positive message make positive brand image. Weakness:
1. Hard to compete with other older brand because the product still be considered
asalcohol beverage and package in can usually be unhealthy.
2. Material to produce mostly are outsourced, not able to self-produce.
3. Some fruit ingredients are seasonal, the flavor can be affected if it is not in the rightseason.
4. The price is still high compared to other natural drinks. Opportunities:
1. Customer tastes are changing every moment after COVID-19 to searching for asuitable product for their health.
2. Young people are following trends, concerned about eye catching products, but
theystill need to be good for health. lOMoARcPSD| 58854646
3. Income and living standard are increasing compared to previous year.
4. E-commerce is still a particularly useful and efficient tool for every brand in theworld,
it is easy to attract customers, increase awareness, and connect with many more potential customers.
5. International markets are more available when companies already have
FDAcertification when export to America market. Threat
1. Copying ideas may cause the dissatisfaction of customers.
2. The number of healthy products is increasing day by day.
3. The market share for healthy product is large but customers still not willing tospending for those products.
4. Target customers who can spend on the price will find some foreign product and havea significant benefit.
5. Material sourcing can be unbalanced because most of the ingredients to produce areoutsourced.
3. Marketing Strategy and Action Plan 3.1.Marketing goal and objectives, KPIs 3.1.1. Message development
Message: “Sự tự tin - chìa khóa để tỏa sáng”
Every individual in life is always create a limitation for themselves, in order to fit
society or just want to reduce their prominence, because if too special or too unique it will
make that person become unusual, and it shape a barrier to distract the development of
individual. Therefore, Star Kombucha desires to point out this message, for everyone to figure
out their confidence in their soul, freely express their lifestyle, live this life to the fullest. Each
person’s life is a journey, and if it is a journey there will be the challenge, however, challenge
is not an unanswered question, so that be confident with yourself, and turn you into a shine
bright star to self direction in the darkness and awful day.
3.1.2. Campaign Goal and Objectives, KPIs
Based on Star Kombucha earlier activities, most of them is sponsorship for running
contest programs, and female activities, somehow create a barrier for brand target customers.
Although, it can help brand increase the brand awareness, and it quite effective because Star
Kombucha Facebook page have reach 38,000 followers and get 37,000 post interactions, and lOMoARcPSD| 58854646
brand get 28,800 followers with 36,100 likes on TikTok. However, the most important thing
that every brand wants to get or receive is high ROI which is gain profit after all the marketing
activities that brand have set up, so, thought this campaign, the goal that brand has set is increase sales. Channel Goal Objective Facebook
Increase brand interaction, Engagement: 20,000 – 40,000 views
improve page follower and Follower: increase 2,000 post interaction.
Interaction: 1000 - 1500/post
Number of hashtag post: 200 – 300 posts TikTok
Increase brand interaction, Engagement: 20,000 – 40,000 views
improve page follower and Number of hashtag post: 200 – 300 posts post interaction.
Livestream view: 5,000 – 10,000 views
Sale revenue: 200,000,000 VND Event
Improve brand awareness, Know about the event: above 50,000
increase sale, push interact Participants: 1000 - 3000
Participants buy product during event: 70% E-commerce Increase sale
Revenue: 400,000,000 VND platform 3.2.Target Customer
The group's campaign will target customers aged from young to middle-aged (Around
18-45). This group of customers has a stable source of income and is especially interested in
health and is willing to try products that are beneficial to their health. Psychologically, this
group of customers has in common that they like a healthy life by using many natural products
to replace sugary soft drinks that are harmful to health. On the behavioral front, the group
targets consumers looking for natural products that offer specific health benefits such as
improved digestion, increased energy or immune support. This group of people also often
supports brands that sell completely natural products without chemicals or harmful fragrances. lOMoARcPSD| 58854646
Geographically, this group's campaign brings marketing purposes to both urban and rural areas
because these two locations are both places with a large number of people interested in health
and using social networks. This effort will help the company easily access and bring its products to consumers here.
Because they have clearly identified a market segment, the team has also accurately
identified the target market that this campaign is aimed at, which are young to middle-aged
consumers living in urban and rural areas, and especially young and middle-aged consumers
living in urban and rural areas. This group shares the same behavior of extensively using social
networks. The mentality of this group is to always care about health and be conscious of protecting the environment.
3.3.Marketing mix Product
In this campaign, the company will bring many different flavors of Kombucha tea for
winning contestants to experience the product. And advertise to consumers about the
ingredients and origin of high-quality ingredients that create healthy products to bring to their
customers. Besides, the company wants customers to know that the packaging (cans) we use
is completely recyclable. Shows that the company's products are for consumer health and the
environment. Moreover, the contest prize or this campaign is using box with combo 12 flavor
mix, and box with combo 6 flavor mix, bring to customers more satisfaction and give them
more chance to try other new flavor if they have not tried yet. lOMoARcPSD| 58854646 Price
In this campaign, our Star Kombucha brand will offer promotions by providing
discount vouchers to customers. Our brand offers diverse types of Vouchers: Voucher 20%
off for minimum order 29,000 VND with maximum discount 15,000 VND, Voucher 30,000
VND for minimum order 99,000 VND, Voucher 100,000 VND for minimum order 299,000
VND. VND (for new customers only), etc. We hope that this promotion will bring Star
Kombucha tea made from the highest quality, natural ingredients to customers, making it worth every penny they spend. Place
Distribution channel: Star Kombucha Tea products will be focused on being sold in
urban areas through health food stores, markets, and supermarkets. And especially, we must
focus on selling on ecommerce and electronic platforms such as Shopee, Facebook, Instagram,
TikTok... to reach and bring products to consumers far from urban areas.
Then, this campaign is action online so that brand choose to run the contest on
Facebook and TikTok which are two main platforms of brand. Moreover, because the contest
is online so that it creates convenience for customers or participants to join in, and the contest
can reach more people to engage than offline event. Promotion
Our campaign will be content marketing on social networks by using platforms such
as Facebook, TikTok to post engaging content, promotional videos about product benefits
while educating, sharing shares healthy lifestyles and ways to protect consumers' health.
Besides, we also cooperate with influencers such as nutrition experts and lifestyle bloggers to
promote Star Kombucha tea. For more specific, content that post on Facebook and TikTok is
create based on the contest, how it action, announcing participants, poster, pictures, and clip
to run advertising on social media (Facebook, TikTok), and those content will post with the
campaign hashtag to increase awareness, and interaction while the event is in process. lOMoARcPSD| 58854646 3.4.Action plan
There will be 3 phases of the campaign: Awareness, Engagement, and finally sales
promotions. The campaign timeline will be performed in May for one month only.
Phase 1: Awareness (01/05/2024 – 07/05/2024)
There are going to be 2 main tools in this phase: Advertising, Sales promotion.
Advertising: Post content on Facebook, TikTok about coming soon event, increase awareness about the event
Sales promotion: Voucher and discount for double day E-commerce platforms
(Shopee, Lazada, Tiki, TikTok Shop)
Phase 2: Engagement (08/05/2024 – 29/05/2024)
In this phase, Star Kombucha will focus most of the activities of the event and during
the event to optimize engagement, and customers experience to increase the positive
perspective about brand as well as increase sales.
Content marketing: Post content about the event and announce the next coming
livestream on TikTok by 2 channels are Facebook, TikTok. lOMoARcPSD| 58854646
Event marketing: PR event where customer needs to share their “rising star” moment
with Star Kombucha, and the winner will have a chance to be invited to livestream with
KOC Hong Van Fitness for TikTok livestream on 31/05/2024.
Advertising: Post on Facebook and TikTok, announce about event, next coming
livestream on TikTok, and top participant clip to spress the positive spirit of event.
Sales promotion: Voucher or discount for 15/05 on Shopee sales day.
Phase 3: Sales promotion (30 - 31/05/2024)
There is only one activity in this phase is livestream on TikTok but will have two tools
is influencer marketing and sales promotion.
Sales promotion: Having voucher or discount during livestream.
Influencer marketing: Brand will cooperate with Hong Van Fitness to livestream
sharing lifestyle, healthy nutrition, and support brand boost sales.
Table 3.3 Campaign activities timeline Stage Tools Channel Activities Timeline Advertising Facebook
Post content “Coming soon” 03/05 - post for next coming event + 07/05 poster TikTok In-feed clip with content: 03/05 - “Coming soon” 07/05 lOMoARcPSD| 58854646 Sales E-commerce Provide voucher, discount for 05/05 promotion platform double day event. Voucher 20% for minimum order 29,000 VND with maximum discount 15,000 VND Voucher 30,000 VND for minimum order 99,000 VND Voucher 100,000 VND for minimum order 299,000 VND (only for new customer) Event Facebook/ Contest with topic “Rising 08/05 – star journey” (Hành trình TikTok 22/05
Ngôi sao) with message “Sự tự tin – Chìa khóa để tỏa sáng” Advertising Facebook Post status about event 10/05 – activities. 16/05 Hashtag: #StarKombucha #HanhtrinhNgoisao Stage Tools Channel Activities Timeline #Toilangoisao lOMoARcPSD| 58854646 TikTok In-feed clip about event 10/05 – activities time 16/05 Hashtag: #StarKombucha #HanhtrinhNgoisao #Toilangoisao Sales Shopee Provide voucher, discount for 15/05 promotion Shopee sales day. Voucher 20% for minimum order 29,000 VND with maximum discount 15,000 VND Voucher 30,000 VND for minimum order 99,000 VND Voucher 100,000 VND for minimum order 299,000 VND (only for new customer) Content Facebook Announce 21/05 marketing customers/participants about
the last day to join the contest. Hashtag: #StarKombucha #HanhtrinhNgoisao #Toilangoisao Facebook Recap 23/05 Hashtag: #StarKombucha #HanhtrinhNgoisao Stage Tools Channel Activities Timeline lOMoARcPSD| 58854646 #Toilangoisao Advertising Facebook Contest result, notify the 22/05 – winning participant that 29/05 invited to join Star Kombucha next coming TikTok livestream with KOC Hong Van Fitness Hashtag: #StarKombucha #HanhtrinhNgoisao #Toilangoisao TikTok Post top 1, 2, 3 participant 22/05 – videos. 29/05 Hashtag: #StarKombucha #HanhtrinhNgoisao #Toilangoisao Content Facebook Announce the livestream 29/05 marketing Sales TikTok Provide vouchers/discounts, 31/05 promotion increase interaction, boost sales Influencer KOC marketing
Table 3.4 Campaign budget estimate Stage Tools Channel Budget Advertising Facebook 600,000 VND/day TikTok 600,000 * 5 = 3,000,000 VND Sales E-commerce
Voucher 20%, 30,000 VND, 100,000 VND promotion platform Event Facebook/ 37,760,000 VND TikTok lOMoARcPSD| 58854646 Advertising Facebook 600,000 VND/day TikTok 600,000 * 7 = 4,200,000 VND Sales Shopee
Voucher 20%, 30,000 VND, 100,000 VND promotion Sales TikTok
Hong Van Fitness: 4,000,000 VND promotion
Voucher: 20%, 50%, 100,000 VND (limit for Influencer KOC 20 orders) marketing 4. Evaluation 1. Campaign activites
To ensure the consistency and stability from target to action plans, brand perform the
following campaign is all using digital marketing focus on 2 main activities:
The contest “Hành trình ngôi sao”: in this contest, we want to bring the activity that
push the customer interaction with brand.
Sales promotion: throughout the campaign we continue to bring 3 sales promotion
which in 3 phase of campaign, especially is the final livestream in month that
collaborates with KOCs and the winning participants of contest or can mention like
“star representative” of Star Kombucha 2. Evaluation of 3 phase Phase 1: Awareness
In the first phase, the campaign awareness and feedback interactions about the campaign will be considered:
Campaign awareness: monitoring the customers know about the campaign ratio,
searching for brand on social media platforms like Facebook, TikTok, this searching
number is come from natural searching or from social advertising. Advertising
retention rate is to evaluate the customer’s attract and interest.
Interaction rate: interation rate can be measure by looking for the number of followers,
likes, comments, shares. Customer link clicks rate in social advertising to evaluate the
effectiveness of those tools to use to attract customer. Phase 2: Engagement lOMoARcPSD| 58854646
Interaction rate: in this phase, it is needed to measure customer interaction rate by follows, likes, comments.
Ratio of participants participate in the contest is to judge the campaign coverage as
well as brand. Determine the number of hastag that have been mention throughout the campaign.
Conversion rate: conversion rate from potential customers that only reference page turn
into purchase and use the product
Phase 3: Sale promotion
Conversion rate from watching livestream customers to buy and experience product.
Customer watching and interacting on livestream to evaluate the effectiveness of event
After have receiving those indexes for each phase, we point out that the index needs to be
measured and evaluated after campaign to identify the campaign effectiveness:
Return on ad spend: to identify the profit that make from marketing. Acording to
Amazon Ads, this metrics is the most accurate measurement of a marketing campaign.
This metric is calculate by revenue that achieve from the advertising/advertising cost.
With this number, Star Kombucha will can determine the effectiveness of this
campaign and brandstorm for future activity.
Retention rate: measure the ratio of customers loyal with the product. Because it is
costly when attract new customers compared to retent current and loyal customers.
Therefore, this index will helf Star Kombucha develop and improve strategy for up coming plan
Revenue: Because the main goal of this campaign is to increase revenue so that it is
need to determine the revenue after 3 phase of campaign, especially is in the third phase.
Campaign coverage is also largely affect to revenue
To evaluate above index, Star Kombucha will use some popular tools like Google
analytivcs, Social mention, Cyfe, etc. lOMoARcPSD| 58854646 Reference
Amazon Ads. (n.d.). What is return on ad spend (ROAS)? Amazon.
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https://tuoitre.vn/nguoi-viet-tang-do-chiu-chi-cho-san-pham-co-thanh-phan-tu- nhien20191122202134373.htm
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triensan-pham-moi-4-Dai-duong-xanh-cua-thuc-uong-len-men-Star-Kombucha
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vathoi-tiet-cuc-doan-nam-top-dau.htm
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Kỳ Thơ. (2020, September 4). Câu chuyện thương hiệu: Star Kombucha — Thương hiệu Kombucha
thuần Việt đầu tiên tại Việt Nam. Vietcetera. https://www.starkombucha.com/en/blog-cau-
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2024, from https://www.vinmec.com/vi/tin-tuc/thong-tin-suc-khoe/dinh-duong/8-loi-ich-
suckhoe-dua-tren-bang-chung-cua-tra-kombucha/ lOMoARcPSD| 58854646
Appendix Advertising and Content marketing post: http://surl.li/saizt
Advertising – Facebook + TikTok: Coming soon post + Poster.
Advertising – Facebook: Post status about event activities
Hashtag: #StarKombucha #HanhtrinhNgoisao #Toilangoisao lOMoARcPSD| 58854646
Content marketing – Facebook: Announce customers/participants about the last day to join the contest.
Hashtag: #StarKombucha #HanhtrinhNgoisao #Toilangoisao
Content marketing – Facebook: Recap
Hashtag: #StarKombucha #HanhtrinhNgoisao #Toilangoisao
Advertising – Facebook: Contest result
Hashtag: #StarKombucha #HanhtrinhNgoisao #Toilangoisao lOMoARcPSD| 58854646
Content marketing – Facebook: Announce the livestream. lOMoARcPSD| 58854646