Kun Milk Case Study: Communication, Challenges & Opportunities | Đại học Hoa Sen

lOMoAR cPSD| 47206071 Trương Mai Hân Lê Minh Giang Lữ Bội Như Lê Các Nhi Vũ Quỳnh Uyên Nhi
Read the new release on "Dự án "Sữa Kun Cho Em" – Sự lan tỏa và khởi sự yêu thương
trong mỗi người" then work in group to answer these questions below. Please be creative in your solutions.
1. How would you describe good/effective communication - "Dự án 'Sữa
Kun Cho Em' – Sự lan tỏa và khởi sự yêu thương trong mỗi người"?
Thanks to the high percentage of social media users in Vietnam which accounts for 71% of
the population (DataReportal, 2023), Kun takes good advantage of the power of the
spreading on social media (Facebook, Tiktok) as well as the consumers’ compassion to
propagate their project which helps the children in the rural areas lacking necessary living
standards. Moreover, they also have a clearly designed website that mentions step-by-step
what the customers need to do to participate in the program.
2. What are the greatest challenges and opportunities to "Dự án 'Sữa Kun
Cho Em'– Sự lan tỏa và khởi sự yêu thương trong mỗi người"? Challenges:
The hurdle that the Kun brand has to face is related to the audience’s skepticism and
criticism in terms of their project. People believe that Kun Milk just makes use of the pitiful
image of highland children to appeal to the customers’ attention. Audiences think that the
way Kun Milk deals with malnutrition in children is by providing their milk production which
just gives others an il usion about the product's capability.
Moreover, audiences also think that Kun milk brand has regional discrimination among the
children because they just offer and give gifts to the mountainous children. This issue could
increase the readers' judgments about the region. Opportunities:
- Vietnamese people are wil ing to do charity and donate with an average of around 450,000VND (Cimigo, 2021)
- During COVID-19, 8 in 10 donors increased 46% of their charity activities, and 83%
of them donated money at least twice over the past 12 months (Cimigo, 2021) lOMoAR cPSD| 47206071
- 71% of the Vietnamese population are social media users, especially on Facebook
and TikTok (DataReportal, 2023) - The crowd effect
- The wealth inequality distribution in Vietnam
3. (Do you believe that audiences could benefit from "Dự án "Sữa Kun Cho Em" – Sự
lan tỏa và khởi sự yêu thương trong mỗi người"? Why/Why not?
- Regarding the intangible benefits, the customers do not receive anything since they
have to pay their own money and effort to buy the products and share Kun’s design
and hashtag on their social media channels.
- In terms of the tangible benefits, the customers are fulfil ed with social responsibility,
moral principles, self-pride, and self-value when they help other people.