N ÀO CŨN G

MÓN
LÀ MÓN MỚI

Course: MKTG1422_Digital Marketing Communication

Lecturer: Dr.Nguyen Anh Thu
Assignment 3 - Design an IMC Campaign
Group: 4 1
Meet our team

Pham Quang Vinh Le Hoang Nam Anh Pham Viet Hai

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Luong Nguyen Thien Phuong Nguyen Trong Thuy Linh Nguyen Hoang Thi Trang
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Agenda

01
Brand &
02 03
Market Target Campaign
Analysis Audience Objectives

04 05 06 07
Strategic Campaign Content Campaign
Approach Framework Framework & Planning,
& Execution Marketing Budget &
Channels KPIs
 COVID-19

OPPORTUNITIES CHALLENGES
Campaign Objectives

Maggi Oyster Sauce campaign 2021

Campaign Duration: 2 months

Updated according to COVID-19 situation in Vietnam

Business Objectives ● Increase 10% Maggi OS trial rates among the Gen Z and
Millennials age group from July to September 2021

Budget ● 7.5 Billion VND

Channels ● Digital Channels Only

BRAND &
MARKET
ANALYSIS
About Maggi
Maggi Oyster Sauce
1884 1936
Campaign Hero

Establish in Entered Vietnam

Switzerland market

Maggi Oyster Sauce USP

★ Premium and healthy products

★ Visually appealing to help create
restaurant-like dishes

Maggi Oyster Sauce Brand Message

Maggi Oyster Sauce is your inspiring

companion in the kitchen to creatively
make your dish tastier and have a
restaurant standard.
Brand Social Media Analysis

Cross-channel Overview

⇨ Facebook is Maggi’s major social media touchpoint, witnessing positive upward trend in consumer engagement
⇨ Brand Communications are not regularly updated on YouTube, mostly reserved for campaign videos

Rival IQ, Maggi Social Media Performance from 22 April to 22 May 2021
Market Context
Customer Trend

Fusion cuisine

Maggi Healthy lifestyle

from nature

ranks at 8th place in Sauces,

Dressings, and Condiments.
Convenience, fast &
easy-to-season
51,664B Value sales of Sauces, Dressings,
VND in 2025 and Condiments in Vietnam

Euromonitor 2020
Competitive landscape
DIRECT COMPETITORS INDIRECT COMPETITORS

High price
Fish sauce

High oyster extract

Low oyster extract

Seasoning packet

Significant brand

Low price

Focus on emotional benefit instead of functional

 TARGET
AUDIENCE
The Shift in Behaviors and Perception

Devoted Cook Young Novice

I consider oyster sauce an

I don’t know how to
important condiment to
season and mix
make the dish tastier and
different spices
visually appealing

Adding oyster
I love cooking & sauce is the final I want to cook I want my meal to
confidently know ingredient to beautifully be nutritious and
how to season complete the dish. & have an diverse but my
delicious dish, cooking capability
but don’t have restrain me from
the talent doing that
LET’S MEET JENNIFER NGUYỄN - YOUNG NOVICE COOKS
Characteristics & Behaviors
● Hectic lifestyle → no time for cooking their own meals
● Seek for new experience and easily getting bored of repetitive tasks
● Social expressors: “Cooking can be a way for me to express my unique
identity”
● Seeking recognition by their peers so they tend to record every
milestone to keep track of their growth
● Shopping: Connected Generation with no boundaries between online
and offline.
Media habit
● Spend 3 hours on social media on average daily
● Engage with entertaining contents on Tiktok, Instagram, Facebook
Youtube
● Social is life, prefer user-generated content
- 20-30 years old
- Live in urban and suburban areas
- University students and
first-jobbers
 YOUNG
WHY KOCs? NOVICE COOKS (TARGET CUSTOMER)

Reason to buy

Easy to combine with many food and other

seasoning condiments to elevate the taste

Tension

● Enjoy diverse and delicious meals but limited

cooking skills especially in seasoning is a barrier.
● Want to be creative but little experience makes
them stick to old recipes.
● For them, oyster sauce is an advanced
condiment → demotivation to use for cooking →
low trial rate.
STRATEGIC
APPROACH
Strategic Approach

CATEGORY TRUTH CONSUMER TRUTH

Oyster sauce helps combine
ingredients easily and
tastefully to create new
delicious dishes but it is yet
widely used by young cooks
WHAT IF?
With little cooking skills, I feel
thrilled to create a new dish with
my own recipe or even just
Maggi can take the next step to adding some twists to my
inspire young novice cooks with normal dishes
the excitement of the brand’s
creativity-stimulated Oyster
Sauce

BRAND TRUTH

Maggi has worked persistently to inspire everyone and

now young novice cooks to be creative with their
everyday dishes
Target Audience Insight

“First time achieving something, even a new dish is a thrilling experience.

Because that's MY recipe and MY dish, I was more than excited to share it with
the world. However as a novice cook, little experience quite stops me from
experimenting and making different dishes that reflect my unique style.

I want to create more new dishes with my own creative recipes and show it to
the world. Those thrilling emotions of the first time dishes always excite me.”
BIG IDEA

COOK YOUR FIRST

MÓN NÀO CŨNG
LÀ MÓN MỚI
Maggi oyster sauce will be the seasoning for
young novice cooks to always feel inspired &
excited at cooking new dishes with their
unique creativity
Brand Roles

Functional Emotional

Inspires young novice

Help season your food
cook to be creative with
and combining with
their cooking journey
basic condiments more
deliciously and easily.

Help to express
themselves through
dishes’ characteristics
Create a restaurant-like
visual for the dish
Campaign Narrative

KEY MESSAGE
With Maggi oyster sauce, every dish will be your whole new
experiment of creativity

TAGLINE
Cook Your First With Maggi Oyster Sauce
Dầu hào Maggi - Món Nào Cũng Là Món Mới

HASHTAG
#MonNaoCungLaMonMoi #Maggi #dauhaoMaggi
 INCREASE BRAND RELEVANCE TO CUSTOMERS

One-way media from BRAND level is NOT ENOUGH

PULL MARKETING STRATEGY

From COMMUNITY to BRAND level
 CAMPAIGN
FRAMEWORK
 Strategic Campaign Framework
CAMPAIGN AWO CONTENTS

CATCH CONNECT CONVERT CONTINUE

Proposition COOK YOUR FIRST - MÓN NÀO CŨNG LÀ MÓN MỚI

Provoke young novice cooks’ Engage about your creative first Encourage young novice cooks to Encourage young novice cooks
Objectives interest in being creative with time dishes to highlight Maggi start cooking creatively with to share their new first time
their daily dishes oyster sauce inspirational role Maggi oyster sauce to push trials dishes cooking moments

Maggi oyster sauce helps you Maggi embraces your creative

It’s such an exciting experience to be creative in cooking your
Key Message combine ingredients tastefully to cooking moments with first
first time dishes
create new first time recipes time dishes & recipes

SEO
Key Hooks & Touchpoints Mapping

Retargeting
Search for functional
SEM messages

AWO Contents on Brand

Website Website

KOCs’ contents in community

Influencer Triggering Campaign main Hooks
MKT KOCs’ contents on Tik Tok

Social
Contents AWO Contents on Brand Facebook

Collaborate with
SEOGrab Mart to sell
Sales
Partner full ingredients package with
Maggi Oyster sauce
Strategic Campaign Framework
CAMPAIGN CONTENTS BY TIME PHASE Livestream Day

Timeline 15 June 15 July 7 August 8 August

CATCH CONNECT CONVERT CONTINUE

Proposition COOK YOUR FIRST - MÓN NÀO CŨNG LÀ MÓN MỚI

Provoke young novice cooks’ Engage about your creative first Encourage young novice cooks to Encourage young novice cooks
Objectives interest in being creative with time dishes to highlight Maggi start cooking creatively with to share their new first time
their daily dishes oyster sauce inspirational role Maggi oyster sauce to push trials dishes cooking moments

Maggi oyster sauce helps you Maggi embraces your creative

It’s such an exciting experience to be creative in cooking your combine ingredients tastefully to
Key Message cooking moments with first
first time dishes and recipes create new first time recipes time dishes & recipes

SEO
Key Hooks & Touchpoints Mapping

KOCs’ contents in community KOCs participate in Social

Influencer #MonNaoCungLaMonMoi Tik
MKT Tok challenge Shared Moments
KOCs’ contents on Tik Tok

Social challenge: Setting record of most people cooking online at

Livestream
the same time (via Zoom)

SEO on Lazada (7/7 & 8/8)

Bundle Package Toolkit
Sales
Partner Sell new full ingredients packageSEO
with Maggi Oyster sauce on GrabMart
Social Shared Moments
SEO
#MonNaoCungLaMonMoi on FB
Social
Contents
Contents on Brand Facebook: Announcement, Engagement and Amplification for Key Activities
#MonNaoCungLaMonMoi IG Filter
Influencer Marketing Strategy

Mass
Awareness INFLUENCER SELECTION WHO ARE THEY OBJECTIVES CAMPAIGN ROLES

Passion Influencers They are well-known in

Build an inspirational Participate in campaign
their passion fields and
Streamers familiar to a wide range of
image of Maggi oyster social challenge through
sauce as the seasoning sharing their First-time
Comedy & Lifestyle vloggers audience, regularly
that enables your dishes and call their fans
Cook enthusiasts interacting with their fans
creative cooking to join along
entertainingly

KOCs in FB They are community Provoke discussion on

Community group leaders or your first time new dishes Share their own first time
influential members or recipes to inject Maggi new dish scenarios and
whose voice is oyster sauce as the perfect call for other members’
captivating & seasoning for creative comments & advice
convincing for others cooking

Authentic
Engagement
Influencer Marketing Strategy
Passion Influencers
Streamers Comedy & Lifestyle Cooking enthusiasts

Misthy Bongtim Ông Anh

thích nấu ăn
5.9M 390K
followers followers 393.625
followers
2.8M 26.5K
followers followers 11.6K
followers
4.6M 3.9M
followers followers 906K
followers
Linh Ngoc
Dam AdinhSG
Phượng Vỹ

4.6M 48K
61K
followers followers
followers

4.1M 24K
752K
followers followers
followers

5.2M 752K
followers followers
 WHY NANO/MICRO KOLS?
WHY KOCs?

ADVOCACY

COST-EFFICIENCY AUTHENTICITY
EXECUTION
Pre-launch Phase Timeline Proposed: 1 month before the actual campaign

Website Teaser When the customer hit the “Create with

Maggi”, they get to recommend an
Create a tag for ‘Old Dish New Taste’ to fit ingredient to renovate the dish and are asked
Lead Email
with the Big Idea to leave an email.

MÓN CŨ VỊ MỚI

SEO/SEM
● Generic non-branded keywords “món ngon dễ Display ads on Google
nấu”, “dầu hào”, “món ăn Hàn Quốc”, etc.
● Banners to advertise the
● Specific non-branded keywords that is the livestream
name of the popular dish: “gà xào xả ớt”, “cà ● Banners to encourage
tím xào”, etc. sales of Maggi products
● Branded Keywords: dầu hào maggi, nước
tương maggi, etc.
 Pre-launch Phase Timeline Proposed: 1 month before the actual campaign
Owned Community Group- Estimated members after 1 month: 100K
Community Content: Cooking for Beginners in Vietnam
Main theme: Cook your first dish
Community Content: Cooking for Beginners
in Vietnam
Main theme: Cook your first dish
WHAT
Sample contents:
+ Seeding posts in the community to tease the
topic “first time making a dish” and how I
create it my way.
+ Essential toolkit in your kitchen (Pick and
choose ingredients
WHY
Covid-19 influence: Offline Activation should
not be utilized
Long-term results: Create a brand-owned
community to boost digital presence, brand
love and powerful tool for afterward campaign.
CATCH
KOCs Contents in Community Group CATCH

KOCs in social community group

produce cooking-related contents
to build inspiration among the TA
about cooking first time dishes and
recipes with unique creativity.

Paid Interactors will comment to

help boost engagement.

Nam Anh
Chị Chi ơi nhìn ngon quá, chị uớp gì để kho chỉ em
với ạ. Người yêu em cực thích món này hihi.
Naturally inject Maggi oyster sauce
as the secret seasoning for this Nguyen Hue Chi
Chị ướp với dầu hào đó em, 3 lạng đậu chị ướp với
creative dish hai muỗng canh dầu hào và thật nhiều hành lá nhe.

Việt Hải
Chị ơi chị, nhà em thường ăn hơi mặn mặn chút, em
nên ướp khoảng mấy muỗng thì vừa ạ?
Community Group Selection for KOCs Contents CATCH
Lifestyle Community Groups Cooking Community Groups

Maximize reach and engagement with targeted young audience & young Build inspirational cooking contents for
novice cooks cooking and food lovers

1.1M members 160K members Brand Owned Community

184K members 520K members 212K members

KOCs Content Angles
Story Angle First Cook
With little experience
Ask for others’ help to
Core Theme cook new dishes or add
some twists to their
daily meals
Paid
Let’s try this recipe! It’s
Interaction
very easy and simple to
Angle
(Maggi) make
Lần đầu vô bếp nấu ăn mới
nhận ra nêm nếm thức ăn
Vietnamese khó quá, lúc mặn lúc nhạt,
Articulation không biết chỗ nào mà lần
luôn. Cả nhà chỉ em nấu
món gì ngon ngon với.
COOK YOUR FIRST
First Succeed First Share
Emphasize the cheerful Highlight that cooking
and delighted feeling of for others with your own
first time succeeding in creative recipes, even it’s
cooking a new dish or not perfect, can help
trying new recipes bring people closer.
My family loves that dish
Can you share with me too. Can you share with me
this recipe? How to your recipe? I really want to
make your dishes? cook for them listening to
your stories
Hôm nay tự mày mò làm Lần đầu em trổ tài nấu cho
thịt kho đậu hũ lạ lạ mà cả nhà bữa thịt nướng
ngon phết mọi người ạ. Ta hoành tráng mà bố mẹ
nói nó vui gì đâu. Covid khen tấm tắc. Hơi bừa tí
chứ ở nhà vẫn vui vẫn mà ấm cả lòng mùa covid
ngon hehe #MónMới
CATCH
First Twist
Emphasize that little
twist with unexpected
ingredients or new
seasoning can create
one-of-the-kind dishes
Wow that’s yummy, I
will try this recipe. How
many spoons of oyster
sauce did you put it?
Hôm nay rảnh rang thử
nghiệm chiên trứng sốt
dầu hào mà cuốn cơm
phết cả nhà ơi. Công thức
độc quyền của em luôn
hihi.
CONNECT
 #CookYourFirst TikTok Challenge CONNECT

ggi
#dauhaoMa PRIZE
1 year free delivery of Grab Mart and 1
year free using Maggi products

A Tik Tok stitch challenge with our key

passion influencer Bông Tím’s recipe
(inspired by Maggi oyster sauce)
TO inspire creative cooking and hype up the
exciting feelings
Other passion influencers will kickstart the
#MonNaoCungLaMonMoi stitch challenge & call their fans to join along
#dauhaoMaggi #MonNaoCungLaMonMoi

Why TikTok? #nauan 882,8M #nauancungtiktok 126,3M

#nấuăn 418,9M #nauanngon 105,3M
60% of TikTok users are comprised of
Generation Z (Forbes 2020) #nauankhongkho 250,6M #congthucnauan 104,1M
CONVERT
FIRST TIME ACHIEVING
SOMETHING?

SHALL WE BRING IT TO ANOTHER LEVEL!

 t b re a k in g
How abou
l d re co rd ?
the wor
 th e wo rld re co rd?
king
How about brea

Livestream
+
Cooking
+
TOGETHER
 CONVERT: Main activities - Livestream cooking

WHAT
Invite everyone and KOLs to join online and
cook together in real-time to break the
Guinness World Record

HOW
Create Zoom meeting for people
Livestream the whole event on Facebook
2 hosts to interact - Nguyên Khang & Sam

WHY
Be a part of something bigger than GUINNESS WORLD RECORD
yourself Most people cooking
First time ever, we cook to share and
to connect simultaneously online
FIRST TIME ever in Vietnam - Most people cookingsimultaneously online

D-9
● Run advertising to boost event awareness
● Set up Zoom technical & test for optimization
● Create control plan & communication crisis plan
● Emphasize “First time” and “Guinness world record”

D-DAY
● Post Zoom link on Maggi Official Facebook Fanpage
● Sam & Nguyên Khang host the whole event
● Livestream whole event on Maggi Official Facebook
Fanpage

D+1
● Discount code on E-commerce
MAGGILANDAUTIEN0821
42
Case study: Raheel Mirza (UK) on 12 February 2021
Small scale at RMIT - Engaging activities for all students and staffs

In the light of COVID-19

100% online
Supporting activities - Sales Promotion
PURPOSES
● Increase products trial
● Increase brand visibility
on E-commerce platforms
CONVERT
E-COMMERCE - NESTLE MALL
● Sell out bundle on
E-commerce platform
(Shopee, Lazada, Tiki)
● Take advantage of large
traffic from platform event
(8/8, 9/9)
● Flash sales and hot deals
within golden hours
CONTINUE
Social Shared Moments with Maggi Instagram Filter CONTINUE

Instagram Filters:
Inspires young generation to cook
the dish they & share creative
results of daily meals

#Monnaocunglamonmoi

TO create excited feelings of

cooking and sharing

Why Instagram Filter?

4o% of GenZ loyal to Instagram
Story Filter as a photo-sharing
feature (GritDaily 2020)
“Món nào cũng là món mới”
Filter with sparkle effect and
“Nấu món gì đây?”
Utilize AI technology to scan customers’ faces and
branded color and text
randomly suggest a dish for them to cook
#Monnaocunglamonmoi
 CONTENT
FRAMEWORK
Content Framework & Marketing Channels
CATCH CONNECT CONVERT CONTINUE

COOK YOUR FIRST - MÓN NÀO CŨNG LÀ MÓN MỚI

PR posts about upcoming events (Facebook)

Livestream cooking (Zoom)

MAGNETIC Sales promotion: package

on e-commerce & Grab
Recap campaign and
thank you post
(FaceBook)

Triggered posts on community groups (FaceBook)

PRACTICAL
Website Recipe suggestion tool

Tiktok challenge Instagram Filters

IMMERSIVE duet with influencers
#Monnaocunglamon
moi
 CAMPAIGN
PLANNING,
BUDGET & KPIS
Timeline
KPI Objectives
CATCH CONNECT CONVERT CONTINUE

Trigger conversation and ● Boost awareness of

● Increase Trial Rates
generate UGC in community Monnaocunglamonmoi concept ● Engagement with the
MAIN
● Generate emotional engagement new customer segments
OBJECTIVES
& interest with audience
● Draw awareness to the Livestream

SUPPORTING -To generate members for owned community

OBJECTIVES -Drive Traffic to Maggi Website

- Viewers on livestream: 15.000

● Number of posts with
#monnaocunglamonm
oi
KPI ● Avg Like 500 + Avg
Comment 50 on each
post in the social
community group
● Number of Instagram filter usage:
100.000
● Number of views with the
#monnaocunglamonmoi on
Tiktok: 100M views
● Number of Tiktok posts with the
#monnaocunglamonmoi: 50.000
viewers
- 1000 participants in the Zoom
Livestream
-Increase Organic Traffic to
website by 50% (3900)
-Number of bundle packages
sold: 1500 packages
-Number of people joining
Maggi owned community
group reaching 250.000
members
- Engagement rate:
Like+Share+comment increase
by 12%
Budget Planning

Total Budget: VND 7,701,100,000

Executive Summary
CATCH CONNECT CONVERT CONTINUE

Livestream cooking online at the

KOCs share on Community #MonNaoCungLaMonMoi Tik Tok same time (via Zoom) KOCs participate in Social Shared
Group challenge Sales promotion: package on Moments
KOCs’ contents on Tik Tok AWO Contents on Website Maggi community
e-commerce & Grab
 K YO U &
THAN
AY S A FE !
ST
References
● Cholimex Food 2021, Dau hao chai 350g, viewed 20 May 2021,
<https://cholimexfood.com.vn/san-pham-cholimex/dau-hao-chai-350g/>.
● Lee Kum Kee Facebook 2021, ‘Lee Kum Kee Vietnam’, Facebook, viewed 20 May 2021,
<https://www.facebook.com/LeeKumKeeVietnam>.
● Maggi 2021, Dau Hao Maggi, viewed 20 May 2021, <https://www.maggi.com.vn/san-pham/dau-hao-maggi/>.
● Maggi Facebook 2021, ‘Maggi’, Facebook, viewed 20 May 2021,<https://www.facebook.com/MaggiVietnam>.
● Mirza, R 2021, Most people cooking simultaneously online, Guinness World Records, viewed 20 May 2021,
<https://www.guinnessworldrecords.com/world-records/624506-most-people-cooking-simultaneously-online?fbclid=IwAR
2rtqZ19ssMM-MRAA6h5BXBSlUmpTnV72qvYLUkspwkRIid6B1H22kVJ2E>.
● Muliadi, B 2020, ‘What The Rise Of TikTok Says About Generation Z’, Forbes, 7 July, viewed 20 May 2021,
<https://www.forbes.com/sites/forbestechcouncil/2020/07/07/what-the-rise-of-tiktok-says-about-generation-z/?sh=59a6e5
526549>.
● Nam Duong 2020, About us, Nam Duong, viewed 20 May 2021, <https://namduong.com.vn/gioi-thieu/?lang=en>.
● Nam Duong 2021, Nam Duong oyster sauce, Nam Duong, viewed 20 May 2021,
<https://namduong.com.vn/product/dau-hao/?lang=en>.
● Nguyen, T 2020, ‘Dau hao Lee Kum Kee co ngon khong’, Chon Gia Dung, viewed 20 May 2021,
<https://chongiadung.net/dau-hao-lee-kum-kee-co-ngon-khong/>.
● Thanhnien 2018, ‘Hon nua the ky, ben bi vi nuoc tuong Nam Duong’, Thanh Nien, viewed 20 May 2021,
<https://thanhnien.vn/tai-chinh-kinh-doanh/hon-nua-the-ky-ben-bi-vi-nuoc-tuong-nam-duong-958962.html>.
● Thinh, T 2020, ‘Hanh trinh chinh phuc khau vi nguoi Viet cua Cholimex Food’, Dan Tri, viewed 20 May 2021,
<https://dantri.com.vn/kinh-doanh/hanh-trinh-chinh-phuc-khau-vi-nguoi-viet-cua-cholimex-food-20201128135343006.htm
?fbclid=IwAR3ulX7sAoiPHYECS1DMZlEZg88_ilCPIyhI4Wg5skOIyIcmmkPft_ob7xg>.
● Toplist 2020, Top 9 thuong hieu dau hao duoc ua chuong nhat hien nay, viewed 20 May 2021,
<https://toplist.vn/top-list/thuong-hieu-dau-hao-duoc-ua-chuong-nhat-hien-nay-28904.htm>.
APPE N D I C ES
Appendix A: Budget planning
Appendix B: Detail Schedule
Appendix C: Benchmark

Benchmark Community for Maggi owned community group

Appendix D: Brand Key
5. Values & Personality
Inspiring, Creative, Out-of-the-box but
Warm-hearted
4. Benefits
Functional: Help season your food and
combining with basic condiments more
deliciously and easily.
Emotional: Inspires young novice cook to
be creative in their cooking journey
3. Insight
With little cooking skills, I enjoy the
thrilling feelings of the first time creating
a new dish with my own recipe
1. Competitive Environment
Direct Competitor: Lee Kum Kee,
Cholimex, Nam Duong
8. Essence
Everyday inspiring ally for all cooks
6. Reason to believe
● #1 expertise with more than
130 years experience in food
& beverage
● #1 brand in Vietnam for
Oyster Sauce
7. Discrimination
Provide restaurant-quality
2. Target customer
Young novice cook from 20 to 30
who are university students and
first jobbers that do not spend
much time on cooking
Appendix E: Campaign Measurement Metrics

● Facebook & Facebook Community Reach

CATCH ● Facebook Posts Interaction on Brand Fan Page & in
Community Groups
● Website Traffic

● Facebook Reach & Facebook Posts Interaction on Brand Fan

Page & Influencers Fan Page
CONNECT
● Website Visit Time
● Hashtag tracking & participation monitoring on TikTok

● Conversion rate from TikTok to Livestream participation

CONVERT ● Sales conversion rate on (e-commerce, GrabMart & traditional)
● Facebook Posts Interaction on Brand Fan Page

CONTINUE ● Hashtag tracking analytics on Facebook

● Instagram Filters tracking analytics
● Sales conversion rate
Appendix F: Content Framework & Marketing Channels

PRACTICAL MAGNETIC
CONTENT CONTENT

SMART IMMERSIVE
CONTENT CONTENT
Appendix G: TASK ALLOCATION
 Appendix H: Unmatched Communication

Maggi is calling everyone “mother”

on Facebook

Might frustrated the young generation come

asking for information

Recommendation
Change its communication strategy by
calling everyone “you”
Appendix I: Devoted Cook (Current Customer)

Characteristics
● Confident with their cooking ability
● Family-oriented
Reason to buy
Maggi oyster sauce is an extra ingredient which
can combine with other condiments to enrich
the flavour of the dish
Tension
She wants to season on her own giving her dish
a traditional taste with many condiments like
salt, sugar.
35+ moms
Live in urban and suburban
Office worker with stable income
Appendix J: Competitive Landscape Direct Competitors

USP BRAND MESSAGE

Premium and healthy products Provide restaurant quality for homemade

Visually appealing to create restaurant-like dishes cook

Using Shen Tai & panda image in the packaging

Provide family flavour that can connect
Provide Chinese taste members together

Moderate consistency for the food to become shiny Provide Vietnamese soul in every meal

Voted as “High Quality Vietnamese Goods” Adjusted Provide a timeless and original taste that
to contain less salt for a better health have last for more than half a century
Campaign Objectives

Maggi Oyster Sauce campaign 2021

Campaign Duration: 2 months

Business Objectives ● Increase 10% Maggi OS trial rates among the Gen Z and
Millennials age group in 2 months

Marketing Objectives ● To create Maggi’s owned community group with 100k active
members (Benchmark from other food community).
● Increase 10% subscribers to YouTube channel of Maggi and 1%
(17.000 followers) increase in number of followers on Facebook.
Communication Objectives ● After two-month campaign, 50% young novice cooks will engage
with brand’s created trend Monnaocunglamonmoi
● Increase GenZ and Millenial engagement rate by 12%

Budget ● 7.5 Billion VND

Tools ● Digital Channels Only