NHÓM 6

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- Company Background: Nation, Specialize, Lifestyle,… related to
communication planning.
VMeat is one of the first series of research and production projects on
plant-based meat in the Vietnamese market, founded by the founders of
Cay De Vegetarian Food Business – Manufacturing Company Limited
in 2018. They specialize in vegetarians and general healthy products.

● Mission: Vmeat wishes to contribute to the mission of providing a

source of "green and clean food" for Vietnamese people.
- Save 99% water.
- Save 93% land.
- Reduce 90% of greenhouse gas emissions.
- 46% reduction in energy.

● Vision: is a domestic company that understands the taste of

consumers very well and makes the most suitable products for
Vietnamese consumers in terms of nutritional value. The desire to
provide cuts of meat that are not only suitable for vegetarians but
also very good for improving health for most people.
● Core Value: Integrity - Respect - Fairness - Ethics - Compliance.

- General Objectives: Launching a new product - Salmon plant-

based meat.
IMC Objectives - based on target, market, product and customer.
 Stage 1: Cognitive Stage 2: Affective Stage 3: Conative
Increase awareness of the 60% of Target Audience 30% of Target
product with more than go from awareness to Audience want to try
85% of Target Audience of interest. the product.
the campaign 40% of Target Audience 13% of Target
understanding Salmon want to own this product. Audience decide on
plant-based meat. purchasing this
75% of Target Audience product.
have manifold knowledge
about this product and
campaign.

- Target customer/ audience (miêu tả cụ thể đối tượng): Age/

Gender/ Relationship/ Income/ Lifestyle/ …. (Khán giả mục tiêu).
● Age: 20 - 45 years old.
● Gender: Both Men and Women
● Relationship: Single/ Married and have children.
● Income: > 15 million VND.
● Geography: Urban (Ho Chi Minh City and Ha Noi City).
● Behavior:
+ Desire to gradually switch from animal to plant foods, vegan.
+ Take care of health and prevent the risk of disease.
+ Vegetarian for health, new to vegetarian => still want to provide
enough protein and nutrients for the body.
+ Concerned about environmental pollution and the number of
animals that can be provided for daily meals.
+ People who exercise need to provide enough protein and calories
during the day but still be good for health.
● Mentality:
+ Market trends are more interested in healthy foods ⇒
Community effect.
+ Consumers for healthy foods: the higher the price, the better the
product.
+ Promotional tools are attractive, beautiful, professional and attract
more attention and appreciation for the product.
+ Marketing of novel products stimulates desire for ownership and
trials.
+ Easily influenced by friends, family, colleagues and the general
public, who care about plant-based meat.

- Brand voice: Fresh / Power / Freedom

● Style: Nature w Sky, Freedom, Full of energy, Future, Fresh.
● Color: green, blue.

- Customer Insight (Stated problem of customer) 🡺 1 Big Idea

(Solution) 🡺 1 Campaign theme (Name of campaign) 🡺 1 Key
message (Core message that you communicate to customers -
shorten form of big idea) 🡺 Tagline (hashtag #).
● Insight
- Fact: After the serious Covid-19 pandemic, Vietnam has had to
cope with many events and changes in the world. This causes Gen
Z and Millennials consumers to lose faith in the real world and
their way of life. On this day, they are people who are looking for a
new, healthier way of life.
- Tension: However, they don't know how to start. They are afraid
that finding out the wrong information will lead to "positive" in the
wrong way, making them easily confused and give up.
- Truth: They “wake up” after a long battle with thinking for
themselves. They return to reality with faith in a new life and a
 more powerful source of life. Their desire to find new energy
sources becomes a trend for the future and the world.
⇒ Insight: They need to improve their health in the most scientific
way, gradually change the habit of eating food from animals to plants
and supplement positive energy for life.
● Big Idea: “Salmon plant-based meat - Optimistic energy -
Optimistic life”
Vmeat understands and captures the desire to improve health but still
full of nutrients and full taste of the dish, Salmon plant-based meat was
born. Not only developing on an online platform, Vmeat also
strengthens the development of a consulting team on different platforms,
proactive and committed to helping customers solve all problems related
to health and balanced-diet. The desire of the Vmeat brand is
"Optimistic energy - Optimistic life".
● Key message: helping customers solve all problems related to
health and balanced-diet.
● Tagline: #SalmonPBMeat #VMeat #OEOL