FOREIGN TRADE UNIVERSITY

HOCHIMINH CAMPUS
DEPARTMENT OF INTERNATIONAL BUSINESS AND TRADE
FINAL EXAMINATION
Principles of Marketing
Semester II, Academic Year 2020- 2021

Student’s Full Name: Nguyễn Thị Thúy Date of Test: 15/7/2021

Date of birth: 18/06/2002 Time: 9:00
Student ID: 2011156103 Date of submission: 23/7/2021
Class code: ML88 Time: 9:00
Grade Examiner’s Signature
In numbers In words Examiner 1’s Signature

Examiner 2’s Signature

Table of Contents
1. INTRODUCTION.........................................................................................................2
2. TARGET AUDIENCE AND ITS CONTEXT.............................................................2
3. DESIGN THE PROJECT.............................................................................................2
4. COMMUNICATION OBJECTIVE............................................................................3
5. MEDIA SELECTION...................................................................................................3
6. MESSAGE SOURCES..................................................................................................4
7. FEEDBACK CHANNELS............................................................................................4
8. BUDGET SETTING......................................................................................................5
9. PROMOTION MIX STRATEGY................................................................................5
10. PROMOTION TOOLS.................................................................................................5
11. EVALUATION & CONCLUSION..............................................................................5
 12. REFERENCES..............................................................................................................6

1. INTRODUCTION
Holiday seasons have always been times for brands to launch promotion campaigns of
their products. Particularly Christmas, when people tend to gather together and exchange
gifts, as well as spend quality time for themselves and their loved ones. 
In this research, our brand Kit Kat, a chocolate-covered wafer bar confection created
by Rowntree's of York, United Kingdom, and is now produced globally by Nestlé, will
propose an integrated marketing strategy to promote and manage ongoing customer
engagement and relationships with the company and the product. The context here is
supposed to be COVID-free, which means we don’t count the worldwide invasion of
COVID-19 in this plan.

2. TARGET AUDIENCE AND ITS CONTEXT

CONTEXT: Christmas: a nice occasion for friends to hang out and have a blast, a
time look back at the old year and prepare for the upcoming year. 

Target audience: Youth living in Ho Chi Minh city, aged from 18 to 30.
“I am happiest when I have my friends around.”

Behavior Mindset Rationale

- Lonely due to being far away from family
- Spending times with friends - Under pressured by the fast pace of living in the I want to have a gift to give
in special occasions city and the stress coming from work/study life away to my friends on
- Appreciating the time being with friends  Christmas, because I am
- Giving themselves or the grateful to them for being with
- Holiday seasons are among the few occasions
people they love a gift me in such hard times and I
to strengthen connections with friends
want to enjoy the moment with
- Spending most of the daily - Feeling an urge to give something away as a
result of gratitude them in the short period of
life working or studying
holiday seasons.

Brand: KitKat has always been well-known for its redness – strongly associated with
the color of Christmas and love (which is the hot topic and what people seek in Christmas).
It comes from a strong brand (Nestlé, except in the US) and has a strong tag line: “Have a
break, Have a Kit Kat”. Its chocolate-covered waffle has been favorites of people at all ages.
Though it can be duplicated by low-priced competitors and easily broken when being
preserved in long time, it can unlock many opportunities. First, we must mention its brand
consistency in the color and tagline, not to mention Christmas time also means a higher need
of eating sweets and exchanging gifts and the undisputed growth of social media to promote
brands.

⇒ CUSTOMER INSIGHT: “I am worn out by the heavy workload of the city life.
Whenever there is a special occasion such as Christmas, I treasure that opportunity and
want to spend quality time with my friends and my loved ones to catch up with them and have
some heart-to-heart conversations. I need something representing the spirit of Christmas to
celebrate this occasion with them, something that represents connection and the holiday’s
spirits.”
 3. DESIGN THE PROJECT
With the given information above, we create our project by linking the famous slogan
of Kit Kat to the wish of human connection. Therefore, we come up with this Big Idea: 
FILL YOUR CHRISTMAS BREAK WITH KIT KAT
Key message: Young generation nowadays are snowed under with the heavy workload from
urban life. Therefore, Christmas, a fantastic year-end time occasion, is a perfect time for
groups of friends to have a whale of time in their hectic life. With that wish, Kit Kat, with its
strong tagline: “Have a break, have a KitKat”, will deepen its slogan which is to emphasize
the importance of a break in life in the connection with human bonds. In particular,
KitKat will catalyse heart-to-heart moments of the youth during Christmas.

4. COMMUNICATION OBJECTIVE
 Bearing that message in mind, we hope customers will regard Kit Kat as a catalyst
for people's connection in special break time, or Christmas in this case. Gradually,
young people shall associate Kit Kat with their break time, not restricted to those
short ones in their studying/working life but also their long break in holiday seasons.
 We also aim to strengthen the brand’s slogan: Have a break, have a Kit Kat.

5. MEDIA SELECTION
To make the campaign run effectively, we will divide our campaign timeline into 2
main stages with different media selection and the adequate priorities:
 Stage 1: AWARENESS: to make the target audience aware of the message in the
holiday season and draw as much youth as possible to engage in the next stage by Viral
Clip, Email Marketing and Advertising.

Figure 1. Figure 2. Age and gender breakdown of advertising

What marketing channels delivered the most return on audience across Facebook, Instagram and
investment at your last campaign? (Software Advice) Facebook Messenger in Vietnam as of January
2020 (Statista 2021)

 According to the statistics given by Software Advice and Statista, we can see that
Social Media delivers the highest ROI, and our target audience which is youth
(ranging from 18 to 30) accounts for nearly 30% of total media users for both
genders. ⇒ We prioritize Social Media as our top Marketing Channel.
We use Viral Clip to convey our message through storytelling. We will share the
story of youth completely worn out of the fast pace of living in the big city. Then,
when Christmas comes, their friends contact them and ask them to have a night out. In
that video, Kit Kat appears as a catalyst, a silent friend fostering the connection of
 young people. With Kit Kat, youth feels nothing but pure joy and energy to recharge
them for the upcoming working hours. Altogether, the clip delivers the key message:
FILL YOUR CHRISTMAS BREAK WITH KIT KAT. ⇒ We shall make full use
of the channels highly used by youth such as Kenh14, Google, Facebook, YouTube...
 Advertisement: blending the signature colors of Christmas (red, green, brown) to
design a special Christmas-edition package for Kit Kat, the advertisement shall appear
anywhere on social media sites and channels with the key message.
 We can see that Email Marketing brings the second highest ROI. Furthermore,
according to Techcrunch, Email is responsible for 20% of online holiday visits, not
to mention consumers who purchase products through email are likely to spend
138% more than people who don’t receive email offers (Source: Wordstream). Also
since email marketing can deliver our message vividly via the design of the mail, we
consider Email Marketing our 2nd priority in our promotion campaign.
 Stage 2: CALL-TO-ACTIONs: engage youth to spread their stories with KitKat
based on this campaign’s key message with KOLs, Social Media Campaign, PR and
Advertising.
o KOLs will play a key role in our promotion campaign in accordance with the strong
growth of youth’s interests in their lifestyle. It’s clearly seen that youth is significantly
influenced by KOLs’ thoughts, their lifestyle on social media. Since our campaign is
about connecting people and encouraging the young to take a break in this big holiday
with their loved ones, we tend to choose KOLs that meet 4 requirements: (1) value
friend connections, (2) in the youth-age range, (3) often spread positive values on
their social media, (4) widely recognized by youth ⇒ Example: Giang Ơi. We will
use KOLs to share stories about them taking a break in their work life to celebrate
Christmas with their friends. They will post on social media sharing their thoughts
and moments featuring KitKat products with a hashtag and motivate their followers to
do the same.
o Campaign on Social Media: encouraged by the brand and KOLs, youth will share
their stories featuring KitKat on social media. After sharing their stories, they can also
submit their outputs to KitKat. KitKat then evaluates all the submissions and chooses
the top stories conveying key message in the best way and gives rewards.
o PR: to enhance the reputation and the brand’s integrity through articles on digital
news websites for Youth like brandsvietnam, Zing News, Kenh14 … The message
also appears to more people as “news and events”, rather than promotion efforts.
o Direct marketing in retailers/supermarkets: youth often goes to the supermarket to
do the shopping, and they are drawn into the special deals or booths at the
supermarket.

6. MESSAGE SOURCES
We utilize our KOLs in our campaign to make our campaign consistent and deliver
the key message in the best way. For example, Giang Ơi, who is a viral youtuber often
sharing positive values on social media as well as treasuring people connection, perfectly
meets the requirements (listed above) for the face of this campaign with its key message: Fill
your Christmas break with KitKat. She also has a positive lifestyle and a strong reputation
and influence on Youth in shaping their mindset and behaviors.  She will be our message
source to make youth aware and engage them in this very campaign.
Message sources can be from the viral clip itself and the role of KitKat in that video.
Since the viral clip has already shown the campaign’s big idea authentically, we should
utilize them to spread the key message.
 7. FEEDBACK CHANNELS
After running the campaign, to measure how our audience is aware of the content as
well as the behaviors resulting from our brand’s promotion efforts (see whether they are
aware of our campaign, how many times they saw it, what points they recall, how they felt
about the content, and their past and present attitudes) and then to have ways forward to
improve the campaign, we shall use Surveys and polls with multiple answers (not written
since it will be much more convenient to click on one answer rather than typing it)
 On social media such as YouTube, Facebook (as we display our ads and viral
clips on these platforms) 
 Email marketing since this is our prioritized channel
We also may do one-to-one interviews at retail stores/supermarkets or on the street to
get more detailed answers.

8. BUDGET SETTING
We use the Objective-and-task method: by (1) defining specific promotion
objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating
the costs of performing these tasks. The sum of these costs is the proposed promotion budget.
This has been so far among the most logical ways to set a budget as it keeps spending focused
on the business's key goals.

9. PROMOTION MIX STRATEGY

We use the combination of both pull and push strategies. To create brand
preference and pull customers into stores that carry its products, our brand focuses on
consumer marketing and sales promotions (the pull strategy). Meanwhile, to make sure that
they will be available on store shelves when consumers come calling, we use our own and
distributors’ sales forces and trade promotions to push the KitKat brand through these
channels (the push strategy).

10. PROMOTION TOOLS

 Tool 1: Advertising. Because it can reach masses of geographically dispersed buyers
at a low cost per exposure, and it enables the seller to repeat a message many times,
such as via television commercials. And if it appears on television and reaches such a
large audience (which is big), it can enhance the brand’s reputation. We can spread
the short version of our viral clip via this tool.
 Tool 2: Sales promotion (including free shipping, coupons, discounts and gifts such
as special KitKat Christmas cards). This tactic can attract consumer attention, engage
consumers, offer strong incentives to purchase, and can be used to dramatize product
offers and boost sagging sales:
  A survey by Shippo found that 34% of shoppers will only buy a product
from an online retailer if free shipping is provided. Correspondingly, a report
from the NRF found that 75% of consumers surveyed expect delivery to be
free even on orders under $50. ⇒ FREE SHIPPING IS A MUST for
Christmas.
 According to “Facebook Seasonal Holidays Study” of YouGov in 2019, the 5
factors affecting respondents’ decisions are: Price (79%), Discounts (63%),
Variety (62%), Free shipping (62%), and Customer service (57%)
 ⇒ We will increase discounts and coupons for KitKat products.
 Tool 3: Public Relations, in which the message gets to buyers as “news and events”
and to many prospects who avoid salespeople and advertisements. As mentioned
above in the media selection part, we will spread our message through digital news
websites for Youth such as Kenh14, Zing News.
 Tool 4: Social media: As mentioned in the Media Selection part, since youth accounts
for the highest share of Social media users, we will utilize this tool by spreading our
viral clip and display ads. 

11. EVALUATION & CONCLUSION

We will base on the statistics of: (1) percentage of positive responses of the project,
(2) number of Social Media reach and views, (3) satisfaction score from customers, (4)
number of the youth joining the contest, (5) sales growth, (6) customer feedback on each
channel.
To embed the value of purposeful connection among youth in them, we hope that
this campaign by KitKat can bring them closer to their loved ones, to enjoy every moment
of the rare break they have during Christmas, or to Fill the Christmas break with KitKat. 

12. REFERENCES
12.1. Agnes Teh Stubbs, 2019, 4 Retail Holiday Marketing Stats You Should Know for
2020, https://www.softwareadvice.com/resources/marketing-strategies-retail-holiday-
promotions/
12.2. Facebook Seasonal Holiday Study, YouGov, 2019,
https://www.facebook.com/business/insights/tools/holiday-season
12.3. Holiday Email Marketing by numbers,
https://www.campaignmonitor.com/resources/infographics/holiday-email-marketing-by-
the-numbers/
12.4. MHER DARBINYAN, 2020, Marketing Strategy and SWOT Analysis of KitKat,
https://thesocialgrabber.com/marketing-strategy-and-swot-analysis-of-kitkat/
12.5. Nestlé, 2020, Feast your eyes on KitKat Chocolatory's Christmas Dinner-Inspired Kit
Kat Bars, https://www.nestle.com.au/en/media/news/christmas-dinner-inspired-kit-kat-
bars
12.6. UNICEF Vietnam, Mental health and psychosocial wellbeing of children and young
people in selected provinces and cities in Viet Nam,
https://www.unicef.org/vietnam/media/981/file/Executive%20summary.pdf
12.7. Uyên, D., Campaign OWEN: Con đường tôi,
https://www.brandsvietnam.com/campaign/349-OWEN-Con-duong-toi