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MKT 3362

Advertising and Promotion

Term Paper

IMC Plan: Passiona Coffee for women


Instructor: Nguyen Tien Dzung Prepared by:
Nguyen Vu Huyen Tram 1286362 Nguyen Van Ha 1251950 Le Thi Hai Yen 1329670 Dang Thao Trang 1315157 Nguyen The Hoang Tung 1148588

Hanoi 28/05/2012

Contents
Contents...............................................................................................................................2 I Executive summary........................................................................................................2 II Evironmental Scanning.................................................................................................3 Market summary:.............................................................................................................3 Product innovation:..........................................................................................................5 Profile of target customer:...............................................................................................5 SWOT Analysis:..............................................................................................................7 Competitor analysis:........................................................................................................7 III - IMC Objective:.............................................................................................................8 IV-Creative Strategy ...........................................................................................................8 V-IMC Element...................................................................................................................9 Start................................................................................................................................10 Before campaign ...........................................................................................................10 In campaign ...................................................................................................................11 After campaign ..............................................................................................................12

I Executive summary
Passiona is a one most product of Trung Nguyen coffee which is a famous brand of Vietnam and now it is still know as in the world. Passiona is the first coffee for own women in the instant coffee market in Vietnam. Before 2010, this product has low caffeine for women and it will have many benefits for women. Passiona use diet sugar, therefore it bring a good health for women. More than that, to share the beauty of women, with the secret of Trung Nguyen coffee, Passiona has many materials for women such as: collagen, vitamin PP and many East plants good for health and skin of women. Special is high-technology will keep smell and taste of Passiona remain stable, intensive and attractive, to bring for women fresh mind and they can focus on their work and finish their work is more effective. Trung Nguyen believe that the appearance of Passiona will make high the rate of Vietnamese who like to use coffee. It will support for coffee industry of Vietnam and

Passiona Coffee for beautiful women

help for the coffee in Vietnam is more develop. With the slogan: Best coffee for modern women make the good image of Passiona to consumer. Furthermore, the key of this marketing plan is creating an emotion relationship with women. Sharing ideas and experience in work and life on social networks or in given seminars, free soft skill courses and sponsoring event honor womens role, and their beauty and highly recommended, budget requirement for this plan is around 450,000 USD for 7 months. With the new pricing, sales, promotions and emotional branding, strategies, I believe that Passiona can embark as one of the top five favorite dinks of Vietnamese women.

II Evironmental Scanning
Market summary:
In the Vietnam market coffee there are two kinds of coffee and they are: ground coffee and instant coffee. While ground coffee has lost prestige in export because of additives that are not good for health and are unsuitable foreign customers taste, instant coffee has gained a foothold in local and foreign markets. Instant coffee are into: pure instant coffee (accounting for 14%) and 3-in-1 instant coffee (accounting for 86%). The market of instant coffee is a potential market with a rapid growth rate due to the demand of less time-cosuming products in the developing economy like Vietnam. In this market there are more than ten companies. The leader is Vinacafe and the follower is Nestcafe and G7 of Trung Nguyen Corporation. This is the instant coffee market shares in Vietnam :

Passiona Coffee for beautiful women

Source: Vietnannet.vn

In January, Trung Nguyen introduced a new Passiona, the first coffee in Vietnam with a new design and new features especially focusing on female consumer based on the old name was Passiona having low - caffeine inside

Passiona Coffee for beautiful women

Product innovation:
a. The Chari (Excelsa) bean, a rarely growth coffee containing about 35% the normal caffeine is the key component b. New ingredient are compounded : Collagen, sugar for diet people, vitamin PP and some ingredients having on Asian traditional medical plants which are good for womens health and beauty. c. The new proposed image of this product is designed: White background with the picture a cup of coffee and a portrait of pretty women Specific information provided clearly in the text on the surface of package d. 1 Package include 30 sachets with price is 45.000 VND

Profile of target customer:

Passiona Coffee for beautiful women

Gender: Female Age: 22 40 Occupation : Working at office Income: $300 - $450/month Lifestyle : active, independently Characteristic: Well-informed, willing to learn, care about health and beauty. Buying situation: buying coffee for refreshing before working and using in meeting with friends

Passiona Coffee for beautiful women

SWOT Analysis:
STRENGTHS - The first coffee product for own women in Vietnam. -The first coffee product contains some ingredients good for women's health. - Strong cooperate image of Trung Nguyen's product brand - a good smell and a typical flavor, especially, with G7 instant coffee "inspire creativity". - The manufactory is located in the country capital of coffee. - A wide distribution through G7mart mini-supermarket of own Trung Nguyen, 600 retail stores as well as 1,000 franchises.
WEAKNESSES

- Market share of Trung Nguyen still is small. - Passiona is not well-known - The flavor of coffee with low-caffeine is lighter to coffee addicts than general coffee product. - The seller staff is not trained well.

- Modern lifestyle expanding requires products less timeconsuming. => instant coffee market keep widening. - The trend of women joining in workforce is increasing -Most of current coffee products containing a certain quantity of caffeine serve coffee general addicts. However, women consumers specially worry about coffees effects on their health and body because of the quantity of caffeine

OPPOTURNITIES

THREATS - Many women are afraid of having acne caused by using coffee. - Strong competitors who have experience and strong finance in retaliatory competitive strategies may introduce other drinks for women. - Price increase for associated raw ingredients such as sugar, milk .etc.

Competitor analysis:
- Industry rivalry is high: Two big competitors of Trung Nguyen coffee is Vinacafe and Nestcafe (accounting for 75% segment). The instant coffee market players if want to be exist should be based on the additional ingredients or style of coffee preparation. For example: Nestcafe is one brand of Nestle a multinational which has a big budget and deep experience in marketing and selling soft drinks and beverage in global. If Nestcafe Passiona Coffee for beautiful women

also intend to launch a new kind of coffee for own women, Trung Nguyen will meet a big pressure in competition. - The threat of substitutes is high in Vietnamese market given by propensity of Vietnamese women to prefer tea, milk, fruit juices, soya bean, and so on with typical flavor, provision of Vitamins and cheaper price - The bargaining power of consumer is high given that instant coffee is readily available through various distribution channel and both private individual consumers and large wholesale buyers have a very wide range of brand to choose from and will make comparisons. - The threat new of entrants is high given that in the past of few years, many domestic players have entered into the instant coffee market. Affordable pricing and localized product was identified by one industry report as key drivers for the increased prominence of the domestic coffee brands. - As the coffee bean commodity market is a mature open market, the bargaining power of supplier is low.

III - IMC Objective:


Raise awareness of customers and coffee women customer from 30% to 80% to ask people about coffee effect of Passiona. The effect of Passiona is health and beauty by the end of the year 2012 Grow the customer database by 5% with new customers matching the existing long-term customer profile by the middle of the next year 2013 This product still in introductory stage of the product life cycle. During this stage we expected to have slow sales growth and low profit but are optimistic for growth stage to increase both. Therefore, the marketing objective in revenue achieving the sales target just occupied 10% of total revenue of Trung Nguyen Corp after 1 year

IV-Creative Strategy

Passiona Coffee for beautiful women

Slogan: Best coffee for modern women

Positioning statement
The target segment of Passiona coffee is modern women, who are working in offices. Half the world was created by women, who are known as beatiful, always adorned with the beauty of the world's natural shape, the natural character of the gift is made. Today, women also bring new colors to life when stepping out and shines with the aspirations, confirmed his passion and dedication to the community. The powerful beauty and freshness of the women she has created inspiration in many areas, including, Passiona, coffee for beauty is a fun story, full of creativity, bringing the spirit of promoting belief passion and honor women, are the beautiful people love. The subtle combination between coffee and good nutrition for health, beauty, creating a specially formulated, unique only in Passiona. Together with the caffeine content appropriate response treats mild coffee, there are components Passiona collagen, vitamins, herbs and dietary use the appropriate personal care regime proportions of beautiful people. So not only supports the creation, pursue the passion of women, Passiona also help women more beautiful and confident with their own secrets. Advertising goals: Raise the ratio of customers are willing to by product. Source: The message of this IMC plan is to transfer the information about Passiona Coffee, and make this brand become famous with all Vietnamese women. Besides, the messages in newspapers, magazine, Television will be are sources of Passionas messages source.

Message:
Message communication: Best coffee for modern women

V-IMC Element

Passiona Coffee for beautiful women

The implementation process

Start
1. Objective:
Raise awareness of customers and coffee women customer about coffee effect of Passiona, the effect of Passiona is health and beauty in big cities

2. Communication facility
Free samples and taste test supermarkets and in front of office buildings in Ho Chi Minh City and Hanoi Capital. In Every weekend of June, 2012 and 6 biggest Buildings: Every Monday and Thursday of June. Besides, in other large cities: Hue, Da Nang, Hai Phong, and Can Tho we also have free samples and taste test at one biggest supermarket and one office buildings at the weekend. With Free samples and taste test program we expect more and more consumer in big city know about Passiona and also the effect of Passiona is health and beauty. And help customers know and understand the objective and the goal of Passiona coffee is help women more and more beautiful and healthy and also understand the communication message: Best coffee for modern women Place: Big C supermarket, Metro supermarket, Viet Tower building

Before campaign
1. Objective:

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Raise awareness of customers and coffee women customer about coffee effect of Passiona, the effect of Passiona is health and beauty in other cities and provinces

2. Actions:
Post articles about products on magazine, newspapers, forums, social network, help consumer in other cities and provinces know about Passiona coffee. In this period, we are publishing the confirmation and instruction of professors about using coffee as well as its positive effect on famous magazines, newspaper and online news. With the popularity of internet, online newspaper and social network online media expect become very importance channel to attract more customers and expand segment. Bedsides, printed media and online media can help customer, who cannot have chance to try of Passiona coffee in free samples and taste test program, who also dont know the taste of Passiona know about the effect of Passiona and willing buy the product. Articles on p, Th Gii Ph N, Thi Trang Tr magazines

In campaign
1.

Objective: Present Passiona coffee and the benefit of this product to customers
in Vietnam market by Television advertising, magazines and other out of home advertising; propagate the communication message and slogan to all people in territory of Vietnam where are had TV signal and had magazines.

2. Marketing tools
TVC for 3 programs on VTV3 and VTV1. Printed Advertising on 5 newspapers (Tui Tr, Mua & Bn, Ngi Lao ng, Si Gn Gii Phng, Tin Phong). Printed Advertising on 4 magazines (Thi Trang Tr, p, Tip Th & Gia nh, Th Gii Ph N). Out of home advertising: Video clip advertising in Big C and Intimex supermarket.

3. Actions:

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Television and magazines more and more become a closely friends of women, they watch TV and read magazines not just for update information, they want to find down the information about products are good for their healthy and also can make them more beautiful. Moreover most of Vietnamese women spend several hours to watch TV with their family in the evening with movie program, game show, music channel, and so on. With 30 second within above program in the evening, Passiona coffee can attract a large audience focus on advertising and catch a big number to buy coffee. Besides, with the adverting on magazines in the image of models adjacent Passiona coffee with the slogan and communication message, this advertising expected can catch a large female customer, who often read magazines. Moreover, with out of home advertisings such as Banner, logo, in supermarket and market in big cities and other provinces Advertising clip on LCD in supermarket such as Big C, Intimex and in some shopping centre. Open free hot line number to answer questions or advice to customers.

After campaign
1. Objective :
Maintain and augment benefits value for target customers use Passiona coffee.

2. Actions:
Create a strong relationship with customer. Promote website about product (hone page), provide product evaluation form for customer to collect the information, ideals and opinions of customers about Passiona coffee and had other marketing campaign in next time Organize the draw-win for customers to thanks customers, who bought Passiona coffee and give them a chance to win a lot of gifs (travel tour to Singapore, free Gifts, and free Passiona coffee).

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Award for outstanding agent (in months) to incentive outstanding agent attract more customers come with Passiona product.

Time schedule for each activity

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VI- Budget and Allocation

Television Advertising Budget

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Printed Advertising Budget

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Total Budget

VII- Evaluation
Evaluation of the idea of the messages.

Connects closely to the Passiona product with the communication message: Best coffee for modern women, with media advertising and article on TV, newspaper and magazine. Marketing campaign is expected provide enough information about (benefit of Passiona coffee for women) to the customer, special are modern women, who are in cities and working in office. This is smart move of Trung Nguyen because in a modern life, when women are more and more have jobs in office and in cities. Evaluation of the image of the message.

This IMC plan looked very imposing with a huge investment, compare with the previous message Live well and work well which had done pretty well with less total cost. The new image of massage is more closely with target customers. However it cannot avoid the weal point and makes the misunderstanding of customer. It is expected that approximately 8-15% of respondents didnt want to watch the ad again and 8% dont willing to use the product.

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Evaluation of strategy.

The image of Best coffee for modern women was expected become friendly with every customer because the benefit and substances beneficial to women's health is contained in Passiona coffee. However, it cannot avoid the mistakes and can be faced some bad feedback from the consumers. Because Vietnamese women are often worry about coffee because of the caffeine in coffee have some harmful and can be addictive. Evaluation of the transmission of advertising message.

In the transmission of advertising message, Best coffee for modern women has proven the innovation as well as the surpassing investment compared with Live well and work well because of the huge investment of new IMC plan.

References

1) Bernice Kanner, 2004. Pocketbook Power: How to Reach the Hearts and Minds of Todays Most 2) http://luaviet.co/bang-gia-quang-cao-dai-truyen-hinh-viet-nam-vtv-2012.lv 3) http://www.giaoduc.edu.vn/news/bang-gia-quang-cao-bao-giay-702/bang-gia-quangcao-bao-giay-100935.aspx 4) http://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.html Passiona Coffee for beautiful women

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5) tuoitreviet.com.vn/cms/Uploads/file/Thoi%20trang%20tre.pdf 6) http://muaban.net/uploads/huong-dan/bang_gia/bao_giay_MuaBan/index.html 7) http://nld.com.vn/lienhe_qc.html 8) http://www.horizon.net.vn/index.php/home/banggia?id=8 9) http://www.redsailvietnam.com/Detail.asp?Channel=1&Category=1&ID=212 10) http://www.marketingvietnam.net/content/view/454/25/ 11) http://www.quatangquangcao.com/forum/showthread.php?p=458

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