Tài liệu Môn Truyền thông Marketing tích hợp | Đại học Kinh Tế Quốc Dân

lOMoAR cPSD| 61408350
NATIONAL ECONOMICS UNIVERSITY -------***------- INTEGRATED MARKETING COMMUNICATION GROUP 1 Members Student ID Đặng Đình Đức Anh 11210294 Trần Nguyễn Phương Anh 11210776 Nguyễn Việt Đức 11211404 Cao Tùng Lâm 11212977 Trần Ngọc Khánh 11212871 Nguyễn Thu Thảo 11215444 Nguyễn Thị Khánh Vi 11216232 Vũ Minh Châu 11211023 Vũ Xuân Mai 11213729 Lê Khánh Toàn 11207133
INSTRUCTOR: MRS. TRẦN HỒNG NHUNG Hanoi, 2024 lOMoAR cPSD| 61408350 TABLE OF CONTENTS 1.
Macroenvironment..............................................................................................2
1.1. Economic...........................................................................................................2
1.2. Social..................................................................................................................3
1.3. Technology........................................................................................................4
1.4. Environmental...................................................................................................5
1.5. Legal...................................................................................................................6 2.
Microenvironment...............................................................................................7
2.1. Industry.............................................................................................................7
2.2. Competitors.....................................................................................................10
2.3. Suppliers..........................................................................................................13 3.
Internal Environment........................................................................................13
3.1. Historical performance...................................................................................13
3.2. Brand health....................................................................................................14
3.3. IMC activities..................................................................................................15 1. Macroenvironment 1.1. Economic
a. Overview of Vietnam's Economy
- GDP: VND 10,221.8 trillion, equivalent to USD 430 billion, with a 5.05% increase.
- CPI (Consumer Price Index): Increased by 3.25% compared to the previous year.
- Per capita income: VND 101.9 million/person, equivalent to USD 4,284, an
increase of USD 160 compared to 2022. - Inflation rate: 3.8%.
b. Vietnamese Snacking Habits
Specifically regarding the snack market, according to Nielsen's report, lOMoAR cPSD| 61408350
Vietnamese consumers are now willing to spend more on various snack products (such
as popcorn, bubble tea, spicy noodles, skewered chicken feet, sausages, mixed rice
paper, sushi rolls, etc.) than on essential daily products.
For the younger generation, they indulge in snacks more frequently, averaging 8
times per week with an approximate expenditure of USD 0.7 per occasion.
c. Impact on Shopping Behavior
- Increased purchasing power: Economic growth and stability can enhance
consumers' purchasing power. With additional income, consumers are more
likely to spend on high-quality products like bubble tea.
- Increased consumption of snacks: The willingness of consumers to spend more
on snacks than on essential food items indicates a significant demand for snacks.
-> As the overall economy develops steadily and the snacking habits of
Vietnamese consumers increase, this directly influences their shopping behavior.
Economically and financially, consumers have the means to afford snacks, making it
easier for them to purchase items like chilled yogurt. Moreover, the growing demand
for snacks among Vietnamese consumers affects their purchasing behavior, making
them not only easily spend money on chilled yogurt but also willing to allocate more
funds for their snacking habits. 1.2. Social
a. Consumer preferences
- Increased health awareness: Vietnamese consumers are becoming increasingly
conscious of the long-term health implications of artificial additives. Concerns
about synthetic preservatives, coloring agents, and flavor enhancers are driving
the demand for natural alternatives.
- Desire for clean label products: Transparency and simplicity in ingredients lists
are valued by Vietnamese consumers. Products marketed as "natural" or
"organic" resonate better with health-conscious buyers, leading to a preference for natural additives.
- Growing appreciation for traditional flavors: Nostalgia for the authentic taste of
Vietnamese cuisine plays a role. Consumers perceive natural additives as
preserving the original flavors and aromas of SCHL, unhampered by artificial enhancements.
b. Regulatory landscape
- Government initiatives: The Vietnamese government is taking steps to encourage
the use of natural additives. Regulatory frameworks are evolving to establish
stricter standards for synthetic additives and promote the adoption of natural alternatives. lOMoAR cPSD| 61408350
- International trade agreements: Participation in international trade agreements
exposes Vietnamese manufacturers to global trends favoring natural ingredients.
This creates pressure to adapt production processes and cater to international
markets with growing demand for natural additives. c. Industry dynamics
- Innovation in natural additives: Food scientists and manufacturers are constantly
developing new and improved natural additives that offer comparable
functionality to synthetic ones. This advancement addresses concerns about the
effectiveness of natural alternatives, making them a more viable option.
- Cost-effectiveness considerations: While natural additives may initially be more
expensive than synthetic ones, the long-term benefits in terms of consumer trust,
brand reputation, and potential premium pricing are driving manufacturers to invest in the switch.
- Marketing and awareness: As consumer demand for natural additives grows,
SCHL companies are actively promoting their use in products. This awareness
campaign further fuels the shift towards natural alternatives.
- Shift towards Natural SCHL Additives:
+ Although not yet widespread, there is a growing preference among informed
consumers for basic, naturally sourced ingredients with minimal industrial
additives. Recognizing the potential long-term health effects of introducing
chemicals into the body, consumers tend to reduce familiar cooking ingredients
such as refined sugar, refined salt, cooking oil, and processed fish sauce, opting
instead for homemade alternatives or products from trusted local sources. + Eat Clean - Non-GMO Food Trend:
+ The choice of non-genetically modified (GMO) foods is a prominent criterion
for new food selection in 2020. However, there is concern in Vietnam that the
majority of soy and corn products are GMO sources, leading consumers to seek
foreign products certified as GMO-free for reassurance.
- Willingness to Spend More on Clean Foods:
+ 5 out of 10 consumers recognize food standards and actively seek them when
choosing products. While specific knowledge of these standards remains limited,
popular food standards include VietGAP (25%), Organic (25%), and ISO (20%).
72% of those recognizing food standards are willing to pay an additional 10%
for products that meet these standards. Nearly 2 out of 3 consumers are willing
to pay an extra 10% for natural and organic products. Japan (40%), the United
States (32%), New Zealand (37%), and Australia (31%) are popular sources of
organic and natural foods. Organic and natural foods are becoming more popular
and highly regarded by Vietnamese consumers (23%). lOMoAR cPSD| 61408350 1.3. Technology
Freeze drying (also known as lyophilization) is a water removal process typically
used to preserve perishable materials under 40 celsius degrees, with the goal of
extending their shelf life and/or preparing them for transport. Freeze drying works by
freezing the material, then reducing the pressure and adding heat to allow the frozen
water in the material to change directly to a vapor (sublimate).
These are some advantages when SCHL applies the freeze drying technique for their products:
+ Inhibits the growth of pathogenic microorganisms.
+ Keeping SCHL without a cold chain.
+ Maintain the nutritional and sensory properties of SCHL, closet to the fresh form
+ Maintain the shape and size of the SCHL.
+ Convenient SCHL storage, transport and distribution, as it significantly reduces
weight and does not require cold chains.
+ It allows rehydration to restore the SCHL's organoleptic properties and weight. 1.4. Environmental a. Positive impacts
Vietnam's tropical climate creates favorable conditions for the cultivation and
production of fresh fruits, milk, the main ingredient for the production of Ha Long freeze dried yogurt.
According to data from the Ministry of Agriculture and Rural Development,
Vietnam is currently the 12th largest country in the world in terms of fruit production,
with a total output of 12.7 million tons in 2022. Popular fruits in Vietnam such as
mangoes, pineapples, jackfruit, grapes, etc. Vietnam's milk production in 2023 reached
1.2 million tons, an increase of 12% from 2022, are all ingredients used to produce Ha Long Freeze Dried yogurt. b. Negative impacts
Storms and floods can cause damage to fruit plantations, affecting the supply of
raw materials for the production of freeze dried yogurt. Droughts can cause raw material
prices to rise, reducing corporate profits.
Environmental pollution can affect the health of consumers, making them
concerned about the quality of freeze dried yogurt products.
Ha Long freeze dried yogurt is produced from natural ingredients, so it needs to
be produced in a clean and safe environment. Environmental pollution can contaminate
Ha Long freeze dried yogurt, affecting the health of consumers.
To mitigate the negative impacts of the natural environment on business, Ha
Long freeze dried yogurt needs to have appropriate coping measures, specifically as follows: lOMoAR cPSD| 61408350
- Increase investment in technology and techniques to produce high-quality freeze
dried yogurt that meets food safety standards.
- Strengthen cooperation with agricultural enterprises to ensure a stable and
quality supply of raw materials.
- Propaganda and raise awareness among consumers about the impact of
environmental pollution on health. 1.5. Legal
The law affects the production company and the product "Ha Long Freeze-Dried
Yogurt" in a variety of ways, including:
- Regulations on composition, quality, labeling, and packaging: Food products,
including yogurt, must comply with the legal regulations on composition,
quality, labeling, and packaging. Production companies of Ha Long FreezeDried
Yogurt must ensure that their products meet these regulations, otherwise they
may be subject to administrative penalties or even product recall.
- Regulations on food safety: The production of Ha Long Freeze-Dried Yogurt is
a food production activity, therefore it must comply with the regulations on food
safety. Production companies of Ha Long Freeze-Dried Yogurt must ensure that
the conditions of the physical facilities, equipment, utensils, production
processes, environmental hygiene, etc. meet the regulations on food safety.
- Competition regulations: Production companies of Ha Long Freeze-Dried Yogurt
must comply with the competition regulations, avoiding unfair competition
practices such as misleading customers, selling counterfeit or pirated goods, etc.
- Tax regulations: Production companies of Ha Long Freeze-Dried Yogurt must
fulfill their tax obligations in accordance with the law, including corporate
income tax, value-added tax, and special consumption tax, etc.
In addition, the law can also affect the production company and the product "Ha
Long Freeze-Dried Yogurt" through policies and regulations on socio-economic
development, investment promotion, and environmental protection, etc.
For example, the Vietnamese government is promoting sustainable
socioeconomic development, including environmental protection. This will affect
production companies of Ha Long Freeze-Dried Yogurt, forcing these companies to
apply environmental protection measures during production.
In conclusion, the law plays an important role in regulating the production and
business activities of businesses, including production companies of Ha Long
FreezeDried Yogurt. These businesses need to be aware of the relevant legal regulations
to ensure that their production and business activities are legal and effective. lOMoAR cPSD| 61408350 2. Microenvironment 2.1. Industry
The product ' HaLong freeze dried yogurt” fall into the snack category, and for
the snack market, Vietnam leads Asia in snack consumption growth. Vietnamese spend
up to 13 trillion VND ($520.65 million) monthly on junk food, showing that quality and demand are increasing.
For the snack market, health and wellness remained the key trend. The trend of
healthy snacking among Vietnamese people is growing rapidly. While the healthy eating
trend may have limited the growth within snacks to some extent, it also brought
opportunities for the industry, as more younger customers chose to snack throughout
the day, in preference to sitting down for three main meals. They also consume more
snacks, with an average of 8 times per week and spending approximately $0.70 per time.
According to statistics from Nielsen, the healthy food market in Vietnam reached
a value of $1.2 billion in 2022 and is expected to grow at a rate of 15% annually in the
2023-2027 period. Vietnamese consumers are increasingly concerned about their
health, especially since COVID-19 pandemic. They realize that a healthy diet is one of
the important factors to help boost immunity and prevent diseases. The trend especially
rises among parents, those who want to build a healthy diet for their children from a
very young age. 78% of Vietnamese parents are concerned about providing healthy food
for their children, of which 48% believe that healthy snacking is an important part of lOMoAR cPSD| 61408350
the child's diet. Hence, snacks that hold high nutrition value witnessed a high growth
during the year, 11.9% sales growth for yogurt products which contain probiotics.
Therefore, this is an opportunity for “Ha Long freeze dried yogurt' to thrive. A 16-gram
package contains 400 million probiotics, which help to improve digestion and boost
intestinal immunity, as well as other nutritional value.
Supply developments of the healthy food market
The trend of clean, healthy eating is spreading, leading to an increasing demand
for natural foods with clear origins. Many families are willing to "invest" to have a safe
and healthy meal. That is the reason why the trend of selling and trading healthy food
has become popular and brought a huge supply.
There are many ecommerce platforms and social networks where people can
look for healthy snacks: Facebook, Instagram, Shopee…
Update on the market situation Healthy snacks have more than 456 sellers on the ecommerce platform
● Shopee accounts for 66.9% of total sales and 71.7% of sales volume
● Lazada accounts for 32.6% of total sales and 28.0% of sales volume
● Tiki accounts for 0.4% of total sales and 0.3% of sales volume
A series of investors from organizations to individuals began building a weight
loss snack business model to start a business.
Healthy snack products for office workers are mainly due to high demand.
Moreover, office workers typically have to sit a lot and have little exercise, so they
easily get fat and like to eat snacks
Demand developments in the healthy snack market
According to research, the healthy snack business has only become vibrant in
the past 3 years. On October 12, 2019, Google returned 278,000,000 search results for
the phrase "Detox", 361,000,000 for the phrase "Eat clean" in the world and 89,900,00
for the phrase "Business of nutritional products". nursing” in Vietnam.
=> This proves that the attraction of the healthy nutrition group is extremely
large all over the world and even in Vietnam. lOMoAR cPSD| 61408350
A healthy diet, simply put, is a nutritional regimen that allows you to improve or
enhance your health every day. It includes all meals of the day, both main and side.
People cannot only care about healthy main meals and ignore side meals. On the other
hand, statistics have shown that the majority of overweight and obese people eat
unhealthy snacks and side dishes. And at that extra meal, healthy snacks are a perfect choice
Examples of most popular healthy snack
- Granola: one of the familiar snacks that is easy to make with ingredients that
need to be prepared such as flat oats, nuts such as macadamia nuts, almonds,
walnuts, pumpkin seeds, flax seeds; dried fruits such as blueberries, grapes,...;
honey; olive oil; vanilla extract tea; salt.
- Greek yogurt is both good for digestion, healthy, and beautiful for the skin. It is
a mixture of unsweetened whole milk and unsweetened yogurt
- Biscotti: one of the current trending snacks that women cannot miss when
starting their healthy diet. The cake is made from ingredients such as unsalted
butter, sugar, pistachios, raisins, baking powder, eggs, and all-purpose flour.
- Nuts: Raw nuts such as walnuts, chia seeds, macadamia nuts, etc. are great
choices when you are looking for weight loss snacks that are both delicious and
effective. These seeds are rich in protein, fiber and omega 3, 6, 9. Not only do
they create a feeling of fullness for a long time, providing energy for you to
maintain concentration while working, but also bring many other health benefits. 2.2. Competitors a. Direct Competitors Joppy Yumi Yumi Yobite SCSLHL lOMoAR cPSD| 61408350 33,000
54,000 VND/30g 46,000 VND/20g 29,000 VND/16g Price VND/20g pack pack pack pack Convenience Website, stores, SCTCHL Ecommerce, Website, stores, E-commerce, Place supermarkets, Ecommerce, Ecommerce, supermarkets Mom & Baby supermarkets supermarkets, stores Mom & Baby stores Value “5 Adequacies” Contains - The No. 1 - Boost Proposition - 5 Đủ beneficial dried yogurt digestive - Protect digestive system and boost system, immune dissolve system lactose and in Vietnam - 5 different destroy fruit flavor intestinal - Support harmful
and a piece bacteria, that are immune & bacteria of fruit good for digestive - Convenience, within digestive system system & development can be - Convenience - 2 billion consumed probiotics - Preserve anywhere nutritional - 400 million value, more probiotics than 1 billion probiotics - Safety lOMoAR cPSD| 61408350 Not many sales promotion 4-pack combo, Flash sales, Sales programs,
Same as Joppy, vouchers and discounts, Promotion mostly mostly discounts discounts combos sampling and discounts Digital
Message: Highlight the functional benefit of the Communicat product Message:
ion Direction Tone & Mood: Informative, neutral Highlight mass distribution and digestive benefits of the product for children - target end users Tone & Mood: Playful, youthful and witty (targeting both parents and children; in addition, Gen Z)
b. Indirect Competitors
Traditional snacks (bimbim, Foreign snacks sweets) Low to mid-high, ranging from Price High 5,000 - 30,000 VND/pack Mostly traditional retailers, Place convenience stores and
E-commerce, Mom & Baby stores supermarkets
This category pays little none attention to communication in Promotion
Diverse, depending on the brand Vietnam market, mostly known
through WOM, retailers’ fanpage lOMoAR cPSD| 61408350
SCSLHL has outstanding nutritional values compared to traditional snacks,
while offering an attractive price compared to its direct competitors. Therefore,
SCSLHL can compete and replace part of traditional snacks category 2.3. Suppliers
- Dairy Farms: Sữa chua Hạ Long operates its own large-scale dairy farms in
Vietnam, but also sources raw milk from other reputable domestic. These
suppliers must meet this company’s strict quality and sustainability standards.
- Other Ingredients: For their diverse range of products beyond dairy milk, Sữa
chua Hạ Long sources ingredients like fruits and sweeteners from domestic and
international suppliers. They prioritize quality, taste, and ethical sourcing practices.
- Machinery: Sữa chua Hạ Long relies on state-of-the-art equipment from leading
global companies, mainly from Sweden and those certified by ISO standards.
- Services: Sữa chua Hạ Long partners with various service providers for different
aspects of their operations, including logistics, packaging, marketing, and IT.
These partnerships help them maintain their competitive edge and navigate the dynamic market landscape.
3. Internal Environment
3.1. Historical performance a. About brand
Hạ Long Pearl Yogurt - The most popular national pearl yogurt in Vietnam is a
familiar dish that brings the pure flavor of Vietnamese cuisine to national pride with
international friends. Hạ Long Pearl Yogurt is proud to be one of the F&B brands
founded by Vietnamese people, ensuring public health, and always striving to become
a brand that inspires traditional values. The brand believes that the moment of gathering lOMoAR cPSD| 61408350
with family and friends, the love that is spread through each product is the most valuable
thing that touches the hearts of customers.
Unlike many F&B brands that have not had an easy start, Ha Long Pearl Yogurt
has been welcomed and supported by Northern customers since launching its first store
at 19 Thai Phien, Hanoi. After just over 3 months of development, the Ha Long Pearl
Yogurt brand has over 30 stores across the capital and now more than 250 stores across
the country, and 6 manufacturing factories in 6 districts of Hanoi and Ho Chi Minh City.
b. About freeze dried yogurt
Not only serving the fresh yogurt line, Hạ Long Pearl Yogurt also expanded into
the production of freeze dried yogurt from early 2022, targeting children as the target
audience, and competing directly with instant products such as chips. Mr. Le Hong Huy,
CEO of Hạ Long Pearl Yogurt Joint Stock Company, said that freeze dried yogurt uses
freeze-drying technology at -40 °C to dry traditional yogurt cream into square, fluffy
yogurt cubes, combined with fruits to create a variety of flavors. Because the product
can be stored for a longer time but still maintains its nutrients and probiotics.
Mr. Huy said that there are similar products imported from South Korea and
Japan in the Vietnamese market with prices up to over 70,000 VND/pack. While with
equivalent quality, the retail price of Hạ Long freeze dried yogurt is only 25,000
VND/pack. In the coming year, Hạ Long Pearl Yogurt sets a goal to continue expanding
its chain of stores, while strengthening the distribution system to bring freeze dried
yogurt products to consumers from urban to rural areas. 3.2. Brand health a. Awareness
- SCTCHL store chain is one of the F&B brands with the most store density in Vietnam. In there:
+ In 2019, the first store was established, after 3 months there were 30 stores in Hanoi
+ After 1 year of operation, 60 stores in Saigon have been opened +
A total of 250 stores nationwide
=> Ha Long bubble yogurt stores are densely present in big cities, densely populated
places and in prime locations, helping the brand reach customers of all ages.
- SCTCHL store chain is known to customers through the media: + Tiktok: 260k followers + Facebook: 118K followers + Instagram: 1k followers
=> Communication and advertising campaigns have been successful in reaching
a large number of customers who regularly use social networks lOMoAR cPSD| 61408350
- SCTCHL brand cooperates with technology food delivery companies such as
Grab food, Shopee food, ... and offers advertisements and promotions for users
=> Even though SCTCHL has a strong brand awareness, SCSL, in particular, has not
received much attention from users. b. Brand love
- SCTCHL has been welcomed and supported by Northern customers since
launching its first store at 19 Thai Phien, Hanoi. And after only a short time, the
brand has expanded and is one of the most famous F&B brands in Vietnam.
- High interaction and love rates on social platforms with: + Tiktok: 3.3M likes + Facebook: 100k likes
- Purchase rate on high-tech food delivery companies with large customer reviews and likes c. Brand associations
- Yogurt is a specialty of Ha Long people, a familiar dish of the people here
- Aiming to be an F&B brand that cares about community health and traditional values
=> When people think of snacking and gathering with friends, SCTCHL is a new
choice with low price along with health benefits and a diverse menu. 3.3. IMC activities a. Channels
- Facebook: Despite the presence of a dedicated fanpage, the publication schedule
lacks consistency. While there are posts pertaining to celebratory occasions such
as Tet and Christmas, their effectiveness in eliciting substantial user interaction
is limited. The educational content disseminated lacks a distinct communicative
message, rendering it challenging for the audience to maintain focus.
- Website: Notably, there is an absence of an independent website for Freeze dried
yogurt. The positioning of products at the lowest section of the website renders
them susceptible to being overlooked by readers.
- TikTok: The absence of a dedicated channel, coupled with its shared nature with
Freeze dried yogurt, results in a diminished prominence of videos featuring
Freeze dried yogurt. Consequently, the level of user interaction remains suboptimal.
 In conclusion, there is an evident deficiency in the execution of a comprehensive
Integrated Marketing Communications (IMC) campaign. b. Budget
As of August 2022, the Sữa chua trân châu Hạ Long brand has more than 300 stores
across Vietnam, and is shifting to developing new products such as freeze-dried yogurt, lOMoAR cPSD| 61408350
or adding new flavors to meet the increasingly diverse needs of users. Although there
are no specific figures on the brand's spending budget, with regular expansion of stores
and development of new products, it can be seen that the brand has a solid capital source.
c. Pros and Cons of Past Campaigns Pros
- Promote communication activities on platforms widely used by young people Cons
- Haven't received much response from users
- There has not been a strong investment in image