1

FINAL EXAMINATION REPORT

Name: Nguyen Ngoc Quynh Chi Subject: Internet Marketing

Student ID: 19071318 Class: INS303902
Class: IB2019G Lecture: Nguyen Van Phuong

Mondelez Kinh Do brings back the spirit of Tet

“Bring Tet home to everyone”

Nguyen Ngoc Quynh Chi-19071318

 2

CONTENTS

Company Background................................................................................................................. 3

Introduction ....................................................................................................................... 3
Current Marketing Situation.............................................................................................. 5

Year-end Holiday Marketing Campaign Planning………........................................................... 7

Project Goal........................................................................................................................... 7
Market segmentation & Customer selection......................................................................... 8
Media Message......................................................................................................................... 8
Mixed Media Tool................................................................................................................... 9
Content Marketing Planning...................................................................................................... 10
Conclusion ........................................................................................................................... 11
Reference.................................................................................................................................. 12

Nguyen Ngoc Quynh Chi-19071318

 3

A. COMPANY BACKGROUND
I. Introduction:
1. General Information

The Chicago, Illinois-based Mondelez International, Inc. includes Mondelez Kinh Do (US). With
iconic local and international brands like Cosy biscuits, Kinh Do mooncakes, Solite cakes, Slide
potato chips, AFC crackers, OREO cookies, RITZ crackers, LU biscuits, Toblerone chocolate,
Cadbury Dairy Milk chocolate, Tang powdered beverage, Halls candy, Trident gum, and many
more, it is a global snacking powerhouse that aims to lead the future of the snacking industry. It
employs more than 3,000 people and runs two plants in Binh Duong and Hung Yen, Vietnam, as
well as three locations in Ho Chi Minh City.

2. Development History

In 1993, brothers Tran Le Nguyen and Tran Kim Thanh established the company Kinh Do. This
was initially just a modest business with a 1.5 billion VND investment. comprising 70 workers
who specialize in baking fresh bread and cakes. District 6 of Ho Chi Minh City's Phu Lam is
where the facility is situated.

3. Mission & Vision

Nguyen Ngoc Quynh Chi-19071318

 4

Mission Vision
Kinh Do's mission to consumers is to create suitable and convenient products VISION OF KING DO GROUP
including common and essential foods, supplements and beverages. We
provide safe, delicious, nutritious, convenient and unique foods for everyone Make life more beautiful every day
to stay at the forefront of the food market.
Kinh Do makes life more beautiful every day
For shareholders, Kinh Do's mission is not only to bring maximum profit in
the long term, but also to perform well in risk management, thereby making With that in mind, each of us at Kinh Do strives to create products and services
shareholders feel secure with their investments. to improve people's lives every day.

With partners, Kinh Do's mission is to create sustainable values for all We gain the support and trust of our customers because we bring new meaning
members of the supply chain by ensuring a reasonable profit through to their lives and fulfill their aspirations. Moreover, we always bring pride,
innovative products and services. We not only meet the right consumer economic values and commercial successes to consumers, partners,
trends but also satisfy the wishes of customers. shareholders and everyone at Kinh Do.

We always incubate and create all conditions to satisfy the needs and
expectations at work in order to promote the creativity, dedication and
enthusiasm of our employees. Therefore, Kinh Do always has a dynamic,
creative, loyal, adaptable and reliable staff.
To contribute to the development and support of the community, we actively
create and look forward to participating and contributing to community and
social oriented programs.
Therefore, the trust, vision, creativity, dynamism, pride and continuous
development of the staff are the core values that contribute to maintaining Kinh
Do's leading position in the market. school.
BINDFOODS' VISION
Taste for life
At Kinh Do Food, we are constantly striving to always maintain a pioneering
position in the food industry. Our responsibility is to make the lives of
consumers more enjoyable with safe, delicious, nutritious, convenient and
unique products. Our wish is to bring enthusiasm and creativity to add flavor to
the happy life of every family.

4. Target Audience

Regarding the target audience, in the past with Kinh Do campaigns (both Mid-Autumn Festival
and Tet), I have always identified the female group, from 25 to over, quite traditional, taking care
of the family.

5. Company Value Proposition

In order to achieve today's success, besides well implementing the right strategies and business
plans, one of the important factors is the love and support of the community and consumers for
the company. products, brand Kinh Do. That's why we always want to return those precious
feelings by showing our responsibility to the community through practical and meaningful
programs.

Nguyen Ngoc Quynh Chi-19071318

 5

II. Current Marketing Situation:

1. Micro-enviroment Analysis

According to Michael E. Porter, an industry's level of competitiveness is influenced by the

following five fundamental competitive forces:
 Threat of new competitors
Since Vietnam joined the World Trade Organization (WTO) and the import tariff on sweets was
decreased by 20% in 2003, domestic businesses have been facing competition from both import
and overseas businesses. Many businesses and organizations with capital and technological
potential will invest in the Vietnamese market. Existing businesses face a significant difficulty
because they must constantly advance their technologies.
 The potential for replacement goods
The risk of substitute products is minimal in this situation. Numerous consumer requirements,
including those related to enjoyment, nourishment, and giving, are stratified by confectioneries.
There are extremely few products that can fulfill identical client needs to match consumer
demand.
 The purchasing power of consumers
The official distribution network for Kinh Do spans the entire country, with more than 200
distributors, 120.000 food retail stores, and 30.000 refrigerated retail stores. In Hanoi, Kinh Do
Bakery has a retail channel of its own. It has a variety of and a broad range of distribution
channels by paying attention to modern and public channels like supermarkets, bakeries, canteen
in schools, and recreational areas in addition to conventional and private channels.
As of now, the company's goods are sold in both urban and rural stores and shops. Kinh Do is
currently available throughout Vietnam, and the company's name is recognized by people of
various ages, professions, and places. However, Kinh Do has just recently reached its target
market of consumers with excess wealth, whereas those with greater disposable income like
purchasing foreign or higher-quality goods like Paris Gâteaux, Lambezt, and Hollanda.
Customers of Kinh Do are more concerned with product quality than price. Customers therefore
have little direct control over price and have low bargaining power.

2. S.W.O.T Analysis

Nguyen Ngoc Quynh Chi-19071318

 6

Nguyen Ngoc Quynh Chi-19071318

 7

B. Year-end Holiday Marketing Campaign

Planning
I. Project Goal

Bring Tet home to everyone is the topic of Mondelez Kinh Do's spring campaign, as seen in the
slogan "Together with Kinh Do to deliver Tet to every family."

Nguyen Ngoc Quynh Chi-19071318

 8

II. Market segmentation and customer selection

1. Market segmentation
 Segmentation:
- Group of individual customers: are customers who need to purchase Kinh Do products
and are willing to pay for them. They are clients of various ages, occupations, and
geographical locations who need to purchase and pay for Kinh Do's goods.
- Organizational customer group: are those who desire and are willing to distribute the
products of the company, including distributors, wholesalers, merchants, stores,
supermarkets, etc. This group has requirements for product distribution-related discounts,
sales incentives, timely deliveries, etc.
 Targeting: Everyone is highly familiar with the Kinh Do brand, and a wide spectrum of
consumers—from adults to children, farmers to employees, and those who work in both
urban and rural areas—are impacted by Kinh Do products. The high-end candy market
segment, however, belongs to imported confectionery from countries with a strong
history of confectionery manufacture. Kinh Do film production nearly exclusively caters
to the group of clients with good average income. Such as Korea, Belgium, and Denmark
(Butter Cake) (Chocopie Cake).
 Positioning: Bringing the joyful atmosphere of Tet to spring, helping people have a new
perspective on Tet. Not only reunion parties but also dynamic parties, having fun to relax
after a year of hard work.
2. Customer selection

The music festival is mainly aimed at customers who love innovation and are curious. Kinh Do
often focuses on traditional values, so when implementing this project, we will target young
dynamic and young people aged 15-30, in addition, there will be families who want to take their
children out.

III. Media Message

Based on the core value: "Seeing Kinh Do is seeing Tet", we hope to bring the bustling
atmosphere of the Lunar New Year and through Tet confectionery products, customers will have
family reunions completeness.

Nguyen Ngoc Quynh Chi-19071318

 9

IV. Mixed Media Tool

Mondelez Kinh Do is on all the relevant social media channels, Tiktok, YouTube, Facebook,
etc...The brand is interested in becoming one of the most talked about brand online, as they know
that by driving hype online, they could replicate the effect in real life.

MIXED MEDIA TOOL

Communication Purpose Deadline KPI

The most well-liked and advanced social networking site right now is called Tiktok.
10,000 likes and
Tiktok Tiktok has a hugely varied customer base. For us, this is "fertile ground" for growing our
followers
audience and revenue.
Instead of only using images to advertise, Kinh Do uses a YouTube account to give
customers comprehensive product information, increase awareness, and encourage
Before >100,000 likes and
Youtube viewers' feelings. dry. However, similar to Facebook, YouTube has some limits when it
New Year's subcribes
comes to reaching the bulk of customers. Additionally, there aren't many customer
Eve
interactions with Kinh Do on YouTube yet.
> 400,000 followers
By utilizing Facebook, Kinh Do is able to connect with a smaller segment of young
with a publishing
Facebook people and certain office workers, but not with housewives, consumers in rural areas, or
frequency of one post
middle-aged clients. developing.
every week

Nguyen Ngoc Quynh Chi-19071318

 10

C. CONTENT MARKETING PLANNING

Mondelez Kinh Do brings back the spirit of Tet

“Bring Tet home to everyone”
Communication Purpose Deadline KPI Content
Organize contests
The most well-liked and advanced social networking associated with Tet,
site right now is called Tiktok. Tiktok has a hugely 10,000 likes and take advantage of
Tiktok
varied customer base. For us, this is "fertile ground" followers KOLs, KOCs to
for growing our audience and revenue. communicate, evaluate
products
Instead of only using images to advertise, Kinh Do
uses a YouTube account to give customers
Before Still keeping the
comprehensive product information, increase
New tradition of being a
awareness, and encourage viewers' feelings. dry. >100,000 likes
Youtube Year's TVC to convey the
However, similar to Facebook, YouTube has some and subcribes
Eve message "Bringing Tet
limits when it comes to reaching the bulk of
to every home"
customers. Additionally, there aren't many customer
interactions with Kinh Do on YouTube yet.
> 400,000
By utilizing Facebook, Kinh Do is able to connect with
followers with a Upload articles about
a smaller segment of young people and certain office
Facebook publishing music festivals, Lunar
workers, but not with housewives, consumers in rural
frequency of one New Year,...
areas, or middle-aged clients. developing.
post every week

Nguyen Ngoc Quynh Chi-19071318

 11

CONCLUSION
Vietnam's confectionery industry has potential, and Kinh Do has further room to grow its brand
there.
- In the last ten years, Kinh Do has been the industry's top producer, and both domestic and
international consumers love it.
- The Happy cake that Kinh Do produces is ideal for a wide range of clients in order to meet
market demand.
- The analysis mentioned above will result in higher efficiencies for the Kinh Do enterprise.

Nguyen Ngoc Quynh Chi-19071318

 12

REFERENCE
“[Hồ Sơ] Trần Kim Thành & Trần Lệ Nguyên: Hai Anh Em Thống Trị Ngành Bánh Kẹo | Tin Tức Doanh Nghiệp Niêm Yết |.” CafeF.vn,

s.cafef.vn/kdc-90359/ho-so-tran-kim-thanh--tran-le-nguyen-hai-anh-em-thong-tri-nganh-banh-keo.chn. Accessed 5 Jan. 2023.

“Campaign Tết 2022: Slogan “Thấy Kinh Đô Là Thấy Tết” Có Từ Bao Giờ? | Bởi Linh Diệu | Brands Vietnam.” Www.brandsvietnam.com,

www.brandsvietnam.com/congdong/topic/322512-Campaign-Tet-2022-Slogan-Thay-Kinh-Do-la-thay-Tet-co-tu-bao-gio. Accessed 5

Jan. 2023.

“Chapter 4 - Kinh Do Case SV - Tên: Nguyễn Thị Hồng Phúc Lớp: 47K07. TÌNH HUỐNG về CÔNG TY CỔ PHẦN - Studocu.” Studocu,

www.studocu.com/vn/document/truong-dai-hoc-kinh-te-dai-hoc-da-nang/quan-tri-hoc/chapter-4-kinh-do-case-sv/29389413. Accessed

5 Jan. 2023.

Duy, Tan Le. “CHƯƠNG 2: PHÂN TÍCH TÌNH HÌNH SẢN XUẤT KINH DOANH CỦA KINH ĐÔ.” Www.academia.edu,

www.academia.edu/9206626/CH%C6%AF%C6%A0NG_2_PH%C3%82N_T%C3%8DCH_T%C3%8CNH_H%C3%8CNH_S%E1%

BA%A2N_XU%E1%BA%A4T_KINH_DOANH_C%E1%BB%A6A_KINH_%C4%90%C3%94.

Hạnh, Lương. “Kinh Đô Mở Màn Chiến Dịch Mới Bằng MV Cảm Động: Trung Thu Của Bố.” MarketingAI, 7 Aug. 2017, marketingai.vn/kinh-

do-chien-dich-trung-thu-cua-bo/. Accessed 5 Jan. 2023.

“Kinh Do Corporation.” Wikipedia, 1 Aug. 2022, en.wikipedia.org/wiki/Kinh_Do_Corporation#History. Accessed 5 Jan. 2023.

lamhuynh92. “KINH ĐÔ THƯƠNG HIỆU BÁNH LÂU ĐỜI TẠI VIỆT NAM.” Bánh Kẹo NhiFood, 19 May 2022, banhkeonhifood.com/kinh-

do-thuong-hieu-banh-lau-doi-tai-viet-nam/. Accessed 5 Jan. 2023.

“Marketing Strategy of Kinh %C4%91%C3%B4 - Google Search.” Www.google.com,

www.google.com/search?q=marketing+strategy+of+kinh+%C4%91%C3%B4&client=safari&rls=en&sxsrf=ALiCzsanaZLSZNb8No

YFRFtixI6-lWLTxQ:1672886211073&source=lnms&tbm=isch&sa=X&ved=2ahUKEwih-

vDisq_8AhU1wzgGHR1mBlYQ_AUoAXoECDQQAw&biw=1121&bih=1287&dpr=2#imgrc=J6iC7eZ7_0q9dM.

nguyen. “Phân Tích SWOT về Công Ty Bánh Kinh Đô.” Dân Kinh Tế, 2 May 2014, www.dankinhte.vn/phan-tich-swot-ve-cong-ty-banh-kinh-

do/. Accessed 5 Jan. 2023.

Nguyen Ngoc Quynh Chi-19071318