GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Lê Gia Hân Student ID number: 31211023234

Student name: Đỗ Thùy Linh Student ID number: 31211020082

Student name: Trương Khắc Trang Nhi Student ID number: 31211022047

Student name: Huỳnh Ngọc Diễm Phúc Student ID number: 31211022278

Student name: Hoàng Minh Quang Student ID number: 31211023045

Student name: Nguyễn Đức Tính Student ID number: 31211022150

UNIT AND TUTORIAL DETAILS

MkC_S1(2023-2024)DH47IS
Unit name: Marketing Communications Unit number: B-1

Tutorial/Lecture: Class day and time: Monday, 8AM

Lecturer or Tutor name: Ms. Pham Thi Hoa

ASSIGNMENT DETAILS

Title: Final Project

Length: 11,667 Words Due date: December 12th, 2023 Date submitted: December 12th, 2023

DECLARATION

I hold a copy of this assignment if the original is lost or damaged.

I hereby certify that no part of this assignment or product has been copied from any other student’s work or from any
other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another (previous or
current) assessment, except where appropriately referenced, and with prior permission from the Lecturer /
Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person except where
collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software programs for the
purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism
checking).

Student’s signature: Lê Gia Hân

Student’s signature: Đỗ Thùy Linh

Student’s signature: Trương Khắc Trang Nhi

Student’s signature: Huỳnh Ngọc Diễm Phúc

Student’s signature: Hoàng Minh Quang

Student’s signature: Nguyễn Đức Tính

Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not been
signed.

TABLE OF CONTENT
1
I. SITUATION ANALYSIS 2
1. Segmentation and target marketing 2
2. Decision-making units 2
3. B2C/B2B segments 3
4. SWOT analysis 4
5. Partnership and Intermediates 7
6. PESTEL analysis 7
II. BIG IDEA AND KEY MESSAGE 9
1. About Brand 9
2. Vision and Mission 9
3. Big idea and key message 9
III. OBJECTIVES 10
1. SMART 10
2. Marketing Objectives 12
3. Communications Objectives 12
IV. Strategy 13
TOPP SEED Strategy 13
1. Target markets 13
2. Objectives Strategy 14
3. Positioning 14
4. Processes 14
5. Partnership 16
6. Sequence of stages 17
a. Phase 1 17
Channel: Advertising 17
b. Phase 2 18
Channel: Public Relations 18
Channel: Personal Selling 18
c. Phase 3 19
Channel: Sales Promotion 19
7. Experience 19
8. Engagement 20
9. Data 20
V. Tactics 21
VI. Action Plan 22
VII. Task owners and duration 27
VIII. Control System 30
IX. REFERENCES 34
 I. SITUATION ANALYSIS
1. Segmentation and target marketing

Based on research conducted by Ogilvy & Mather Asia-Pacific on diet in 14 countries in the area, including
Vietnam, consumers' eating preferences are shifting, utilizing canned and processed meals or fast food. The
primary cause of this shift is most likely the steady acceleration of social life's pace. People are getting busier
and don't have time to cook. Another, more straightforward explanation is that fast food is convenient. This
practice is growing in popularity in Vietnam, where the population is still relatively young. Convenience is
prioritized above all else due to the growing trend of simplifying life, which frees up more time for other
pleasures.

Regarding growth potential, the food and beverage industry currently accounts for about 15% of GDP and
is likely to increase in the near future. In addition, with an increasing proportion of the young population
(estimated at over 50% of Vietnam's population under 30 years old), income levels are improving and the
habit of shopping for processed foods is becoming more and more popular. The richness and abundance of
agricultural products - the source of raw materials for food and beverage processing are advantages for
businesses in the industry to diversify product types to respond to constantly changing consumer needs.

The Target Customer mainly comes from urban cities where the busyness and pressure are placed on the
head. The Ages range from 20 to 40 years old, classified into Gen Z and Millenials, most are college and
working people, with high workloads and difficulty getting a nutritious meal. It can be seen that in modern,
busy life, especially in urban areas, demand for fast-moving consumer goods have increased. To serve these
audiences, food and beverage companies have changed the specifications and weight of goods, packaged
products in small sizes, used them to suit individual needs and are easy to carry and use. In addition,
companies also aim to provide ready meals to bring consumers not only packaged/dry instant products, but
also delicious, nutritious, as well as safe and convenient.

2. Decision-making units

The decision-making units of the "ready-to-eat" market in Vietnam can be divided into two main categories.
First, the group is categorized as Household decision-makers (B2C). This segment mainly includes
Generation Y (25-34 years old). Millennials are a growing demographic in Vietnam, and they are also a key
target market for ready-to-eat products. This is because millennials are more likely to be busy and on-the-go,
and they are also more likely to be willing to pay for convenient and healthy food options. An additional
potential group of DMU is generation Z (early 20s). This group age is emerging and accounting for parts of
consumption in the market, which share the same lifestyle and behavior of being tech-savvy and convenience
followers.

Institutional decision-makers (B2B) of reaDi are Convenience stores, Supermarkets and hypermarkets and
E-commerce platforms. Despite being the secondary focus of distributing segments, these methods still need
to be considered and help with the widespread awareness of the brand and product.
 3. B2C/B2B segments

B2B: Retail partners

By 2022, there will be roughly 6,740 convenience stores in Vietnam, with more than 2,600 of them in Ho
Chi Minh City; other major cities like Hanoi, Da Nang, and others follow. (VietData, 2023). This broad
distribution is an ideal channel for ReaDi to far-reaching all customers. Additionally to the research of
VietData in 2023, Vinmart and Bách Hoá Xanh currently have the most stores allocation, together with
dedicated sections for RTE meals and snacks, catering to the growing demand for convenient and healthy
food options. It is advisory for ReaDi to partner and distribute products at those supermarkets. Another
B2B companion could be convenience stores like Ministop, Circle K and Family Mart. Convenience stores
offer a variety of on-the-go food options for customers, with RTE products playing a major role in their
offerings. With the main customers being younger generations, partnering with convenience stores will help
ReaDi to meet its target customers easier.

B2C: Main Target customers

Demographic
The reasons behind the choosing of the target customers is based on the statistics of the Vietnamese MRE
market. Active users and consumption of the products lies in the segment of 25-34 years old. This group
accounts for 38.1% of consumption in the total market (Statista, 2023) This will be considered the Main
Target customers group. The secondary TA group ranges from 20 to 34, who are currently Gen Z. This is
the potential future consumers of the products who will soon share the same behaviors and lifestyles.

Geodemographics
The target customer group will mainly live in urban areas where (1) daily life is mainly busy, (2) stable
incomes and (3) many convenient amenities.

Psychographics
The structure of occupations in large cities in Vietnam hardly involves agriculture, but mainly economic and
service industries. That attracts a large number of people of working age to live and work. This pace of
working in metropolitan cities demands a hustle lifestyle where people have a tendency to prioritize their
works and optimize other necessities

The living standards of people in cities are often higher. According to statistics from the General Statistics
Office of Vietnam, the GDP of people in urban areas is 1.54 times higher (2022) than people in other
regions. They have higher living needs and requirements for a higher and more convenient standard of
living.

Another key point is the target group has a favor for health-driven values products. After the pandemic,
most people take a closer look-out for their health. For people in the working age, the crucial element in their
chosen products have to be health-driven.

Habits & behavior

Prioritized convenience: Convenience is prioritized above all else due to the growing trend of simplifying life,
which frees up more time for other pleasures. (Ogilvy & Mather Asia-Pacific, 2020). The behavior becomes
significant for youngsters who happen to have a lower efficiency of work-life balance.

Care about health: Vietnam's consumer base appears to be changing in four ways as they become more
sophisticated: they are value-conscious, prefer omni-channel platforms, are less brand- and store-loyal, and
seek out products with a purpose. The "four zeros" are a framework that can be used to describe this. One of
which is "Net zero": Customers make deliberate purchases and opt for local, sustainable, and healthier
options; with the evidence of survey participants 75% choose to continue following healthy behaviors such
as diet plans and tracking apps. (McKinsey, 2023). Vietnamese have a high health consciousness. They also
believe that improvement in physical and mental health will lower the risk of disease and live longer.
(Cimigo, 2022)

Utilizing canned & processed meals: Consumers pay more attention to traditional flavor products that retain
pure natural origin, quick processing time but still ensure the flavor of the dish. (Nielsen, 2018). The
bustling life in urban areas and the appeal of prepared meals resulting in a new tendency of consuming them
more frequently (Nam, 2023)

Customer pain points

Customer pain points are specific moments in a user's experience when a feature, process, or problem arises
that makes using a product challenging for them. An entrepreneur can create a compelling value proposition
that entices a customer to purchase a product by identifying pain points. With ReaDi, the team discovered
the pain points based on the behavior and realistic dilemma of the targeted customer segments:
● The younger generations' hectic daily life cycle prevents them from taking well care of themselves,
which includes preparing a nutritious meal plan.
● The tiredness started to refrain them from going out for other food options. Their drained social
energy making the act of people interaction harder for the group.
The need for an alternative ready to eat meal option that is full of nutritions, but also imperishable for a long
period of time so that they could eat when needed, is urgent. ReaDi is the substitute solution rooting from
the above pain.

4. SWOT analysis
Strength
The first strength of the processed food industry is that effort,time, and cost saving: Packaged products help
consumers save time and effort in shopping, preparing and storing food. Pre-packaged products such as
fresh instant bread, instant noodles, packaged vegetables, or pre-processed products. Helps consumers use it
quickly and easily in daily meals.

Besides, Nutrition and safe food are the two of the most important factors when deciding to buy food.
Indeed, according to research, 68% and 47% of Vietnamese choose food safety and nutrition, respectively, as
purchasing food (FPT, 2022). Besides, Modern packaging methods help keep vitamins, minerals and other
nutrients in food from being lost to light, air or other factors. This makes it easy for consumers to access
important nutritional sources. Packaged products typically comply with food safety regulations and quality
standards. The production and packaging process ensures the use of safe ingredients. And strict cleaning
procedures. In addition, information on ingredients, expiration date, and usage instructions are also
provided on the packaging. So that consumers can rest assured about the quality and safety of products.

Additionally, processed food can have a longer storage. They help preserve and protect food from exposure
to bacteria, pollution, sunlight, air and moisture. Packaging materials such as plastic bags, plastic boxes or
shredders provide a layer of protection for food. Keeps it fresher and safer for a long time.

Weakness
The first weakness of this industry is heart diseases and diabetes. In fact, consuming the current trend of
processed foods doesn’t go with health. Instead of that, people use processed food based on their flavor as
well as their habits. Some types of chemically processed foods contain high sugar, salt, artificial ingredients,
which can make the foods tastier. Research shows that people consume about 25-60% of daily energy intake
(J.C Balachandar et al., 2023) , which can cause serious diseases such as heart diseases, diabetes, etc.

Besides, the increase in this processed food industry can cause environmental problems. Most of the
processed foods are packed in plastic material for longer preservation. Thus, if they don’t have suitable
treatment, it will cause environmental pollution, as the plastic materials cannot be disposed of for hundreds
of years.

Cost wastage is the last weakness of this industry. The cost for the process of creating plastics is high, around
370 billion US dollars and the minimum cost for disposing of it is about 3.1 trillion US dollars (Dalberg,
2021). Therefore, it might lead to cost and energy wasting if the packages are used only once.

Opportunity
The first opportunities of the processed food industry is a large consumer market. The worldwide processed
food market is 1,632 billion in 2020 and it is expected to grow at 2,367 billion in 2027 with a compound
annual growth rate of 5.46% (CAGR) (Knowledge Sourcing Intelligence, 2022). The demand for processed
foods has increased due to factors such as changing consumer habits, rising urbanization, and more
disposable income. Thus, it can be seen that processed foods have the potential market to significantly rise.

Moreover, the Development of technologies also creates great opportunities for this industry. The
technology industry is remarkably developing. Thus, there will be many new inventions that can be applied
in the production of foods, which is time-saving, and cost saving.

Threat
The main threat of this industry is the perception of using processed foods. In fact, many families still have
the perception that processed foods are harmful for health. The food has been criticised for promoting
unhealthy diets (Maria Godoy, 2023). Thus, traditional families will avoid using processed foods, and
buying raw materials for making foods on their own instead.
Competitors SWOT:
Vissan:

Strengths: Weaknesses:
● Great brand reputation ● Increased prices due to an Inflationary
● Strong finances Environment
● Extensive distribution system ● claims of poor product quality:

Opportunities Threats:
● Positioning has not been differentiated at ● Vietnam joins the Economic Community
the brand level. of Southeast Asian countries.
● Price policy is not flexible. ● Vietnam has strengths in agriculture:
● Not investing in advertising and public
relations.

Nestle:

Strengths: Weaknesses:
● Shifting focus towards environmental ● Positioning has not been differentiated at
sustainability: the brand level
● Increasingly focusing on providing healthy ● Price policy is not flexible
food options ● Not investing in advertising and public
relations

Opportunities: Threats:
● Increasing its focus on profitable ventures. ● Increasing competition from other brands.
● shifts in consumer perception in favor of ● Unfavorable changes in government
packaged goods. policy.

Cholimex:

Strengths: Weaknesses:
● Strong brand recognition and reputation ● Inefficient market research and low
for quality in Vietnam. development.
● Wide range of high-quality products. ● Complex business operation.
● Competitive pricing

Opportunities: Threats:
● High demand due to high living standards ● Reducing in export-import turnover.
 ● Exporting to other countries in ASEAN, ● Foreign business operates in Vietnam,
APEC, etc. increase the competition in this industry

5. Partnership and Intermediates

According to Globaldata.com E-commerce is evolving in line with the growing number of platforms and
devices available to customers, and brands and manufacturers must evolve and adapt as these become
increasingly integrated into consumers' lifestyles. As the interconnection of various channels and platforms
grows, having an e-commerce channel to push consumers to becomes increasingly important. It indicates
that site users can be guided to online shopping options, allowing businesses to turn internet surfing into
sales.

Our company could utilize three of the biggest consumers price comparison and aggregator websites /
e-commerce platforms for consumer goods, those are Shopee, Lazada, Tiki, Sendo These platforms’ websites
or social media pages usually promote individual products with attractive deals everyday of the week or
when there is a special event in the month. “reaDi” also jointly with 2 keys KOLs, which are Ăn Sập Sài Gòn
and Dino Vũ to review products on their Tiktok accounts

Affiliates:

It is crucial to have our own website and social media pages (Mainly Facebook and Instagram pages, Youtube
could be a choice worths considered)

These affiliates need to be maintained constantly as it provides numerous valuable benefits for the company.
Some of which are mentioned by Forbes:
- Having a website will increase the credibility of the brand
- A website or social media pages can help showcasing the brand image and distinguish the brand
from the competitors
- A website will be an timely tool for customers for updating the information of the brand’s products
(the “hot deal”, new products coming out, price adjusting, etc)

Besides our own website and social media pages, food and beverage related websites or pages (such as food
review websites) could be beneficial to partner with. These websites could be Cooky.vn (for food lover in
general), or Bachhoaxanh.com (for instant products)

6. PESTEL analysis

Regarding the Political factors, the opening of Vietnam in 1986 and the policy of “ Đổi Mới” has paved the
way for worldwide trade, globalization, which results in the Western impact on how Vietnamese consumers
digest information. To be specific, the growing proportion of private enterprises, as well as policies focusing
on enhancing productivity and competitiveness of the economy (Department of Trade Negotiations, 2017),
Vietnamese consumers are now highly exposed to not just more options, but also to more information
regarding these options. This phenomenon, along with the cheap and easy access to Internet connection,
have turned Vietnamese consumers into consumers of a huge amount of daily advertising information. As a
result, consumers of Frozen food’ information process mechanism tend to prefer short and visually
appealing advertising contents as their attention span becomes shorter. (Fill & Turnbull, 2019).

As proven by many studies, Social factors have a great impact on how consumers digest information. In
recent years, people’s perception of Frozen food has become more positive due to reasons regarding the
increasing busyness of life (especially in urban areas), the westernization in culture and the growing
participation of women in their career (Ahuja, 2011). To be specific, the convenience of Frozen food made it
necessary for busy parents, married couples as well as single individuals (Nimalraj, 2014). This changing
perception has led to a more proactive approach to information on Frozen food. In addition, modern and
high- income households and individuals are more likely to experience Ethical consumption. To be specific,
these groups of consumers, with higher salary and education, place great importance on criterias such as
nutritional value, purity and quality (Machado 2003), even when buying Frozen food (Mohan Kathuria and
Gill 2013).

Regarding Economic factors, the increase in the number of middle to high income individuals and
households also play a crucial role. For example, the development in consumption of Frozen food has been
proved to be connected with the increment of the salary. According to Loureiro et al. 2001, higher income
people purchase Frozen food more frequently.

Regarding technology, there is a surge in e-commerce activities in Vietnam nowadays. Recently, there has
been a significant growth in internet penetration and smartphone usage in Vietnam, leading to an increasing
online shopping trend in customers’ behaviors. (Ngoc Lan, 2023), whose reasons are the trending
demographic of customers, which becomes tech-savvy, and digital development in the world. Despite several
benefits, there are some drawbacks in the ways people digest information that may negatively affect
themselves as well as businesses. Firstly, people may have to face overwhelming information which can lead
them to be lost in misinformation and fake news, which are created by technology. (Yersin University, 2022).
Secondly, in some cases, Nguyen Long (2019) said that people intend to over rely on technology due to its
convenience, resulting in a variety of consequences, which are limitation in thinking, reducing the ability of
digesting and analyzing information as well (VnExpress, 2015). Moreover, modern life makes it much easier
for young people to lose patience or not have time to give specific step-by-step instructions on how to use
technology for old parents. As a result, elderly people may feel difficulty in using and digesting complicated
information or products, which leads to feelings of isolation. (VnExpress, 2022).

In terms of environment, Rubik Top (2023) said that a growing interest in sustainable and environmentally
friendly products among Vietnamese consumers, especially young people, has appeared in recent years and
they are mostly willing to purchase more for these products. They tend to care about eco-friendly
information, resulting in an increasing trend of purchasing sustainable and “green” products (An Chau,
2023). For example, Lan Anh (2022) showed that 62% of consumers are also willing to change their
purchasing behavior to minimize\

negative impacts on the environment. In conclusion, it may be clearly seen that there is a huge growth in
customers’ caring about the environment and intention to protect it as well.

Last but not least, with reference to legal, the trending in customers’ behaviours in Vietnam nowadays is to
spend more and travel less. After the Covid-19 restrictions, customers’ shopping habits became different due
to their psychological shift. Although they may intend to pay more for a large range of products and
experiences, they become much more selective and deliberate, with a higher demand (Ngoc Lan, 2023). On
the other hand, due to limitations from Covid-19 restrictions, Vietnamese people tend to turn to online
shopping. For example, 48% of buyers have switched from direct to online in 2021 and milk, beer, canned
foods and personal care products are the most commonly online-purchased items (Viettimes.vn, 2022).

II. BIG IDEA AND KEY MESSAGE

1. About Brand

Revenue in the Vietnamese Ready-to-Eat Meals market amounts to US$5.65bn in 2023, which is expected
to grow annually by 7.84% (CAGR 2023-2028). (Statista, 2023). It is to say, the market is growing steadily as
the trend of consuming convenience food among office workers, freshers and college students increases.

"reaDi-Ăn đi" was born out of the need for the convenience of a nutritionally balanced meal. The brand
provides frozen Vietnamese dishes that can be turned into a hot dish with preserved nutrition. Unlike other
processed foods sold at convenience stores, reaDi products choose local dishes that are full of key nutritional
ingredients. Readi is currently launching 3 convenient meal products including: (1) broken rice, (2)
beef/chicken pho and (3) vermicelli noodles. With the desire to bring convenience, reaDi products will be
vacuum-sealed and completely frozen, including all cooked ingredients such as rice, pho noodles or broth.
With only 5-8 minutes of heating without any additional substances, customers can fully enjoy nutritious,
purely local flavors. Freezing technology can ensure reaDi products have a long-term storage period in the
refrigerator, with an expiration date of 6 months to a year. Therefore, customers can store the products with
large quantities and use them whenever necessary.

2. Vision and Mission

Mission: Providing healthy, convenient and delicious products to customers. With this mission, reaDi
focuses on the quality of the production process in order to meet even the most strict hygiene standards as
well as constantly developing new technologies to apply into the product and make them more convenient
and well-taste for dear customers.
Vision: Becoming the leading enterprise that not only changes the way Vietnamese people consume instant
food.

3. Big idea and key message

The main goal is to increase brand awareness, so this campaign will focus heavily on promoting the
product's functions. Along with that, it creates positive impacts on customer emotions.

To be able to effectively treat customers' emotions and generate sympathy, the brand has investigated the
insights and comes up with the pain points “Tôi mong muốn có thể chăm lo cho bản thân mình và những
người tôi yêu thương, nhưng cuộc sống quá bận rộn khiến tôi không thể làm điều đó” (I want to be able to
take care of myself and the people I love, but life is so busy that I can not do that). And to solve this problem,
the key message "Trao yêu thương, thưởng tròn vị" was born.

Living in a busy and stressful environment, customers always feel like they don't have "enough time" to take
care of themselves and those around them. But actually that's just what they feel. Actually, showing love
doesn't take that much time, and if they want, they can do it. With the message “Trao yêu thương, thưởng
tròn vị”, we want to deliver a meaningful letter, that it's not difficult to show love, it's just whether you want
it or not, and with Readi, you can care for others in a very convenient and easy way. With the core value is
convenience, when preparing a meal no longer requires too much time but still ensures adequate nutrients.

III. OBJECTIVES

1. SMART

Specific: In the period of 6 months, the main goal of our communication campaign is to increase brand
awareness, the focus is to promote the product's functions along with creating positive impacts on customer
emotions. To achieve that, all the communication channels have to achieve the objectives that will be
mentioned in the Marketing Objectives section.

Measurable: Our set of measurements and objectives for each measurement are as follow:

Advertising (Phase 1 in 3 month):

a) Facebook (Budget for 1.5 month: 5,760,000 VND/per post)
Minimum based on calculation of and references of advertising price and other relevant statistics:
- Reach: 10017
- Follower: 1002
- Engagement rate: 0.173%
- Positive engagement rate: 98%
- Conversion rate: 4%
Final objective based on total of calculation and our own experience:
- Reach: 20000
 - Follower: 2000
- Engagement rate: 0.173%
- Positive engagement rate: 98%
- Conversion rate: 4%

b) Tiktok (Budget for 1.5 month: 5,760,000 VND/per video):

Minimum based on calculation of and references of advertising price and other relevant statistics:
- View: 280454
- Positive engagement rate: 98%
- Engagement rate: 10%
- Conversion rate: 4%
Final objective based on total of calculation and our own experience:
- Reach: 400000
- Positive engagement rate: 98%
- Engagement rate: 10%
- Conversion rate: 4%

c) Youtube (Budget for 1.5 month: 5,760,000 VND)

This goal is based on calculation of and references of advertising price and other relevant statistics:
- View: 1000000
- Like to view ratio: 3%

Direct marketing (Phase 2 in 3 month):

Kiosk marketing:
- Foot traffic (only estimation): 9000 people
- Sales volume: 7200 units
- Average sale: 80.000 VND each customer (that means a customer will purchase 2 units of product)
- Estimated budget: 700.000 VND for one kiosk.

Public Relation (Phase 2 in 3 month)

a) Seminars/workshops sponsors
- Attendance: 4000 people
- Sales volumes: 3500 units or more
- Average sales: 40.000VND per customer; equivalent to 140.000.000 VND sales revenue.
- Estimated budget: 2.000.000 VND per workshop (including place rental, POS set-up and other
services). Online seminar or livestream event: 1.500.000 for equipment rental per day.

b) Media coverages
- Number of press coverages: 10 news
- Traffic/Engagement: 10000 views (meaning a thousand views each)
- Conversion rate: 2-3%
 - Estimated budget: 2.000.000 VND for one press; equivalent to 20.000.000 VND cost for 10 press
coverages.

Personal Selling (Phase 2 for 1.5 months)

Facebook (Budget for 1.5 month: 5,760,000 VND)
Minimum based on calculation of and references of advertising price and other relevant statistics:
- Reach: 10017
- Follower: 1002
- Engagement rate: 0.173%
- Positive engagement rate: 98%
- Conversion rate: 4%
Final objective based on total of calculation and our own experience:
- Reach: 20000
- Follower: 2000
- Engagement rate: 0.173%
- Positive engagement rate: 98%
- Conversion rate: 4%

Sales Promotion (Phase 3 in 1.5 month)

POSM activities (standing booth, kiosk, standees and brochures)
- Foot traffic (only estimation): 10000 people
- Sales volume: 7000 units
- Average sales: 40.000VND (meaning a customer will pay for 1 product)
- Estimated budget: 700.000 VND for one kiosk, 300.000 VND for a standee, brochure and POS
displays.

Achievable: All of these communication objectives are proved to be achievable through our references and
calculations based on secondary data, as well as using our own knowledge.

Realistic: Based on the content, the budget and the scope of our communication campaign for the brand,
these objectives are realistic and consistent with what we are deploying.

Time-bound: The communication campaign will last over 6 months.

2. Marketing Objectives

Brand awareness: Spreading the love spirit, communicating the brand's core message of sharing and
connection, raising users' recognition about the brand, achieving 100,000 visitors on the website and
300,000 people to know about reaDi.
Brand reputation: Gain and retain a 80% positive share of voice by the end of the campaign so that
prospective customers know, like, and trust. Creating frozen-food consumption habits for young
Vietnamese people, increase penetration by 10% in the ready-to-eat meals market.

Sales: Increase 7,000 product purchases, of which include the same amount of new users for the brand
through a 6 months campaign.

3. Communications Objectives

a. Awareness:
Based on boosting mostly marketing activities through social media, collaborating with influencers,
applying SEO, etc., it is believed that the brand can achieve the KPIs in 6 months that increase the brand
awareness in the target customer, which is Gen Z, with the number of unique users is 1000 per month.

b. Knowledge:
Improving customers’ knowledge is an important task to a new company like Readi. Through a 6-month
campaign, the company expects to improve understanding of product features and benefits by 1 million
people. This is aiming to be accomplished mostly by social media (primarily Tiktok) and several other
channels such as Websites, landing Pages, and offline channels.
c. Persuasion:
With the value of products and key message that focuses on solving a pain point of customers, the brand
believes that after running the campaign in 6 months, they can increase a 10% sales with the website visits
reach 5000 visits per month. Also, the conversion rate will be at 4%, which is considered to be good for a
new business.

d. Engagement:
As a new company, Readi understands that engaging with its targeted customers is a crucial goal. Through a
6- month campaign, the company aims to increase social media engagement by about 500 thousand
individuals using interactive content campaigns, user-generated content contests on social media. The
results are based on the data of the engagement rate, as well as several other relevant metrics such as the
Conversion Rate, the Return Users Frequency, the Customer Retention Rate (CRR), etc.

IV. Strategy

TOPP SEED Strategy

1. Target markets

Identifying target markets defines the segmentation of customers in which the products best serve their
demands. For a new brand, segmented marketing is the ideal approach to save unnecessary resources.
Building a customer persona results from researching all customers, simultaneously discovering their main
pain points the reaDi's products can solve.
ReaDi aims to target youngsters, ranging mainly from 25 to 34. This group is currently the key consumers
of the Vietnamese ready-to-eat meals products. With the hustling lifestyle of urban and suburban areas,
these people are struggling to find a meal plan solution that suits their work-life cycle. Post-pandemic
speaking, they are also keen on health-driven values, with the feeling that achieving better physical and
mental health will reduce the risk of illness and lengthen life. Thus, as being the people that inherited the
advanced development of technology, this group also prefers products that bring convenient amenities.

From those behavioral perspectives, the team established two main pain points: (1) the targeted group want
a convenient, at-the-moment meal for their busy lifestyle but (2) are fully nutritious and healthy. ReaDI's
frozen meals are, therefore, established to solve these problems of busy urban young workers.

2. Objectives Strategy

The campaign will focus on increasing awareness among Gen Z customers, improving understanding of
product features and benefits, persuading customers about the product's value, and increasing social media
engagement. The campaign will also increase conversion rates and build a loyal customer community, which
will be boosted through 5 channels, advertising, public relation, direct marketing, personal selling and sales
promotion. Each channel will bring a different touch point to customers and be divided into 3 phases over 6
months.

Advertising will be used to build brand values and encourage behavior change. Public relations will focus on
sponsoring seminars on social issues. Direct marketing will be conducted on social media platforms and
websites, as well as physical kiosks in familiar areas. Personal selling will involve e-CRM and social CRM,
contacting potential customers directly and tracking their interactions. Sales Promotion will use a push and
pull strategy to increase sales and trigger customers to purchase the brand's products.

3. Positioning

reaDi considers itself as a provider of convenient yet nutritious meals, aiming to target young families and
individuals in big cities.

As for the product, the company positions its product as frozen- food with a relatively high- quality and
tasty flavor. The products are also designed to greatly match the taste and preference of Vietnamese
consumers, with a wide range of options that resemble the common breakfast menu of a typical Vietnamese.
With these reasons, reaDi chooses to offer its product with a higher price than that of the products from the
same product types in the market.

reaDi understands that customers who purchase its products demand for the best service due to 2 main
reasons: younger consumers are now highly considered about the service they receive, and the fact that
reaDi’s products require a higher price than average frozen meals or ready- to- cook products in the market.
Therefore, despite selling physical products, it is crucial that reaDi choose to differentiate itself from other
frozen food providers as a business with customer- oriented service. This is firmly reflected in reaDi’s
convenient, personalized customer service and 2- way communicative community.

From a marketing communication perspective, reaDi also targets to be customer- driven in its content.
Understanding that its customers are busy urban- dwellers who are exposed to multiple information and
stimulation everyday, the firm knows it has to produce highly relevant, “in the right place at the right time”
contents with valuable information and messages.

4. Processes

The brand can consider building a social CRM (Customer Relationship Management) system in order to
boost and track the engagement with their target customers. Firstly, it is said that a CRM system provides
the access to shared customer data for all the departments and customer interacting persons such as
salesperson, marketing department, account department (Havaldar, K. K. (2015). Also, according to
Havaldar, the CRM system allows the brand to manage sales, support customers and integrate crucial
marketing activities to optimize their efficiency, which are shown in the figure below:

Since reaDi’s communication marketing strategy mostly related to the realm of social media, using social
CRM system which is integrated within a traditional CRM system can not only help the brand track
interactions on three main social platforms which are Tiktok, Youtube, Facebook, as well as websites but also
track the sales and data analytics (Better Agency, 2023). Specifically, a social CRM helps track customer
knowledge from social media platforms through monitoring and mining data as well as interactions of users
through different platforms (Alt, R., & Reinhold, O. (2012). With a traditional CRM system, the brand can
easily manage and process those data more effectively. All of these components are shown in the figure
below:
As a result, the report suggests reaDi to use a social CRM system with the aim of increasing and managing
sales, monitoring social media, tracking customer service like feedback and opinions and building brand
loyalty as well.

5. Partnership

Public relation

The seminar “Find connections in a busy world” will be organized in several universities as well as
start-up companies in Vietnam, our co-marketing partners will be the universities and start-up companies in
the planned areas. These units will provide the auditorium for the public relation seminar, including the
stage, the seats and other technical functionalities such as lights, camera, and so on. This will help optimize
the budget of reaDi.

Additionally, since the main topic of the seminar will relate to social problems that have negative impacts on
people’s lives, as well as how to manage and overcome them in a healthy and effective way, reaDi will also
partner with MindCare. MindCare psychological consultation is the brand of Vietnam Institute of
Psychology and Education Company Limited, operating in the field of Psychology. Since their target
customers are people who are dealing with unsolved psychological and social problems, which is aligned
with this seminar’s, this partnership will be beneficial for both parties in terms of increasing brand
recognition and cost optimization.

Direct marketing
The major tactics that we use for direct marketing are booths and kiosks located in strategic areas that help
the brand to increase its customer awareness. It is beneficial to find a partner to optimize the cost of
setting-up, operating and maintaining booths and kiosks.

The brand we are looking to partner with is UNISOY soy milk brand. UNISOY is an exclusive product
distribution unit from the brand UNISOY from Singapore. Their products are 100% Organic Soybean
Powder with various flavors and components focused on convenience and health. These criteria and their
target customers are similar to those of reaDi, additionally, a combination of food and drink is reasonable
since they compliment each other, and can be sold together in one kiosk.

6. Sequence of stages
a. Phase 1

Channel: Advertising

The role of advertising in most marketing communications campaigns is to engage audiences and enable
people to make brand-oriented associations. The brand will generate engagement by building brand values,
and encouraging a change in behavior.

A commercial video with the title "Tình yêu từ những điều nhỏ nhất - Love comes from the smallest
things" is being created. The content will be touching, about the connection of family, lovers and friends, in
order to strongly hitting the viewers' emotions

There will be 3 scenes taking place in the video. The first scene is the image of a girl who is a student having
to go through a long, hard and tiring day. At school, she had a conflict with her best friend, and when she
returned home, she argued with her father. Even when she intended to text and share with her boyfriend
who was studying abroad, he was also offline and not available.

In the second scene, the girl angrily throws the phone aside and lies on the bed, wondering why no one cares
about her and feeling sorry for herself. But she suddenly saw the light of the room opposite, which was her
father's room, still on even though it was late at night. And when she tried turning off the light in her room,
the light in the next room also turned off. It turned out that every night, her father always stayed up and
waited until she turned off the light to go to sleep before he could safely follow. And the next morning, she
saw a reaDi meal prepared on the table, needless to say, it was prepared by her father.

Finally, in the third scene, when the girl went to school, she saw in her desk drawer a reaDi meal with a note
saying "I'm sorry". She then looked up and saw her best friend looking down and smiling at her, wanting to
make peace. When she got home, she saw a box of reaDi meals in front of the door. At the same time, a
message from her boyfriend rang on the phone saying "I'm sorry for being so busy these past few days and
couldn't take care of you well :((( Send you a box of frozen food from reaDi, please stay healthy, I will be
back soon. Love you baby <3”. At the bottom of the screen will appear the words “Tình yêu luôn đền từ
những điều nhỏ nhặt nhất. Cùng reaDi trao yêu thương, thưởng tròn vị.”
The brand will use mainly social media advertising and display advertising, developed through Facebook,
TikTok and Youtube platform. Along with commercial videos are posters with touching and warm images
and text, for example the text can be included question “Hôm nay bạn đã nói lời yêu thương với ba mẹ
chưa?’, “Thể hiện tình yêu? Không khó như bạn nghĩ!”The purpose is to catch consumers' attention and
make a positive impact on their promotion.

b. Phase 2

Channel: Public Relations

According to the textbook, public relations is aiming to develop and maintain a portfolio of relationships
with a range of key stakeholder audiences. Compared to advertising, the use of public relations does not
require the purchase of airtime or space in media vehicles. (Fill & Turnbull, 2019).

In this channel, the brand will collaborate with some influencers and KOLs whose major is in cuisine such as
Ăn Sập Sài Gòn, Dino Vũ, and other supporting KOCs to share news about products, commercial videos
and other information with hashtag #reaDi and #Traoyeuthuong_Thuongtronvi on their social platforms,
which are Facebook and Tiktok, in order to create social discussion and media coverage. reaDi will also work
jointly with 2 keys KOLs, which are Ăn Sập Sài Gòn and Dino Vũ to review products on their Tiktok
accounts using the hashtags mentioned above. Besides, a music challenge whose lyrics about reaDi’s
products will be created on Tiktok by these KOLs with hashtag #Traoyeuthuong_Thuongtronvi and
encourage the audience to join together in order to spread the brand and increase the engagement with
target customers.

On the other hand, the brand will only focus mainly on Publicity and Event Management, which
specifically is doing sponsorship for many seminars related to topics about social issues such as emotions,
rushing lives make people not have enough time to care for others and themselves and the ways to deal with
those problems. reaDi will be the sponsor for in total 10 to 15 universities, which can be seen as a university
tour.

Channel: Direct Marketing

The purpose of Direct marketing is to “create a personal and intermediary-free dialogue
with customers” in order to “drive response and interactions” (Fill & Turnbull, 2019). The company is
planning to conduct the online direct marketing on main platforms such as Social Media (Tiktok, Facebook)
and Websites/ Landing pages. These platforms are chosen due to its alignment with the target audiences. On
these platforms, the firm can provide information regarding the products and in return generate responses,
feedbacks regarding the products. Apart from these online platforms, the direct marketing is also conducted
physically. To be specific, booths and kiosks can be built in areas which are familiar to target consumers. For
students and single adults, these places can be in universities or popular entertainment places such as
Nguyễn Huệ Walking street. For married people and parents, these places include supermarkets and
markets. The purpose of these brick-and-mortar kiosks is similar to that of online platforms - increase
approach and generate personalized, intermediaries- freed, 2- way dialogues.

Channel: Personal Selling

The firm will apply the two types of customer relationship management, which are e-CRM to social CRM.
Communicating with potential customers through Facebook, Instagram by directly contacting the
customers who want more information about our products as well as firms and events. This can improve
buyer involvement, and engagement, and can have a favorable effect on both information sharing and
customer responsiveness. Besides, the firm will also track all the customers’ interactions, as well as, the social
factors affect their life. This contributes in creating trust as well as customers’ understanding, which can help
to develop the relationships between customers’ and firms. We will have some counselors on our products’
shelves to provide more information for customers as well as giving advice for customers. Depending on
weather, budget, customers attitudes and behavior, the counselors will give advice to customers about what
they should buy for their meals. Besides, Posts pictures of menu or products on facebook. Make 5 CTA
(call-to-action) posts. Moreover, Readi also participates in food fairs and festivals twice in 1 week. Run
Facebook advertising for 2 posts that have the least interaction This can help the firm to approach more
potential customers as well as boost connection between the firm and customers.

c. Phase 3

Channel: Sales Promotion

Push and pull strategy will be applied in Sales Promotion, with the aim of increasing sales and triggering
customers to purchase the brand’s products.

For the push strategy, on Facebook, and Instagram, our firms will announce the special prices and sales on
special days. There will be discounts for customers, who become our members. We will be divided into 3
main types of membership, which are Silver, Gold, and Diamond. Customers can get silver membership
when they have the membership card. For Gold, they need to buy our products at least 20 times. 50 times
purchasing is required to be our Diamond membership. In Silver membership, customers will get a coupon
which is a 5% discount on the total bills for next time purchasing our products. In Gold membership, the
discount percent is 10 percent. 15 percent and 1 free product below 99.000 VND. Furthermore, making
weekly content (3 posts per week on facebook) about sales, discount vouchers, buy 1 get 1.

In the pull strategy, focusing on search engine optimization for facebook, Instagram by running ads on these
platforms as well as other activities for customers. Making events for customers to interact with each other
and our firm through facebook and getting vouchers from minigames through Facebook, and 1 event per
month. Making bonus packs deal for customers purchasing more than 100.000 Vnd. These activities can
enhance the customers loyalty as well as interaction between customer and firm.

7. Experience
The strategy follows a sequence from improving brand awareness for customers to promoting purchases and
post-purchases. The idea of ​using commercial video for the first phase is with the goal of hitting the
emotional factor strongly. When the current trend of social network users favors videos, target customers are
also digital natives, demonstrating the correctness in choosing the form of expression. The touching
emotional element from the content combined with the right video format will help customers recognize
and remember the brand and its core values.

To be able to spread the message and create coverage, the activity in phase 2 is needed to cooperate with
KOLs and Influencers. Reviewing and evaluating products, plus creating a challenge on the platform most
used by target customers are TikTok, not only helps increase awareness but also promotes product
purchases. In addition, launching kiosks at universities and supermarkets also contributes to increasing
revenue and especially creating coverage. Above all, in order to put the message into customers' heads and let
them truly understand the values ​of the brand and the campaign, Readi has chosen to organize seminars and
talk shows to provide knowledge and convey it emotionally for the audience.

Finally, to strike a final blow in making a purchase, the brand launches attractive promotions like making
bonus packs deal for customers purchasing more than 100.000 Vnd, which are a pack of 3 instant noodles.
This is a way to really promote multiple purchases and come to a faster payment decision.

8. Engagement

Readi focuses on two ways of interaction through social media and face to face interaction to engage
customers at different levels. However, the firm will mostly aim at engaging customers at the low level.

Initially, for social media at low level, creating hashtag music challenge on Tiktok
#Traoyeuthuong_Thuongtronvi, contacting people have interaction on 3 posts with the Readi page,
Making events for customers to interact with each other and our firm though Facebook, Creating
livestreams about specific topics to encourages parents to join and get more knowledge, conducting
promotion, selling activities on websites. Thus, these activities can be beneficial for our brands. First of all,
events and activities can help to build customer loyalty as well as brand awareness. Besides, Readi can gain
more insights into behavior, preferences, and demographics of the customers, therefore, giving better
marketing strategies in the future.

Furthermore, for Face to face interaction at low level, providing customers who want to get more
information, participating in food fairs and festivals, conducting kiosks and booths in the supermarket.
Although Readi has less activities face to face, it cannot be denied that these activities have many advantages
for the brand. These can allow Readi to build better trust through eye contact, body language, and tone of
voice. Besides, This type of interaction can easily build professional and personal relationships with the
customers. Moreover, Readi can quickly react to customers complaints and react in suitable ways through
customers’ facial expression, body language, tone of voice, which help Readi to understand what customers
feel easier.
 9. Data

There are several ways for the brand to collect data of customers after starting running its business. The data
will be all about specific personal information such as name, email address, phone number; demographics,
purchase history, etc. In this case, the report suggests 3 ways that the company can easily track and collect
data, which are through social media, third-party partners and other marketing activities.

Firstly, in terms of social media, data can be collected through many social platforms, such as Tiktok, which
is the main platform in this campaign, and Facebook. These platforms have analytics tools which can gather
data through metrics, showing the results of demographics from customers’ profile, insight contents,
activating times, etc. (Newberry, C., 2023). For example, through metrics on Tiktok, the brand can know
the reach, engagement such as clicks, comments or saved, follower count and profile visits, etc. after posting
videos on their own profile. On the other hand, reaDi can also collect data from customers who access the
company's website or sign up to receive a newsletter from the company. Being applied for both social
platforms and websites, Pixels and Cookies can help record users’ behaviors on websites they visit. Secondly,
regarding third-party partners, the brand can hire a data provider or a market research company such as a
research agency to help them gather data from their customers. Finally, in other marketing activities, the
brand can use QR code in seminars they sponsor or some fairs and events to gather data. For example, in a
cuisine fair, when customers visit reaDi’s stand fair, they will be given a coupon for products after scanning
QR code and filling information. Also, all the data collected will be managed by the social CRM system to
be consistent and easily controlled in the company. Based on those data, reaDi can choose strategies to
improve products such as tastes, ingredients, etc. or target new customers depending on the market trend.

V. Tactics

Matrix Benefit Reach Speed Lead Message Targeting Personalise Cost Control Credibility
time size

Objective Channels

Social Media High Medium Medium High High Low Low Medium Medium
Awareness
Display ads High Medium Medium Medium Low Low Medium Medium Medium

OOH Medium Low Low High Low Low Medium Medium Medium

Consideration Website Low Low Medium Medium Medium High None High Medium
incentives

Search ads & SEO Medium Medium Long Small High High Medium High Medium

Social media High High Meidum Large Medium Low None Medium High

Decision Website Medium High High High Medium Medium Low High Medium
incentives

Social media Medium High High High Medium Medium Low High Medium
 OOH High Low High Medium Low Low Medium High High

Post-purchase Email and social High Medium Medium Medium Medium High Low High Medium
relationship media

Product High High Medium Short Medium Low High High High
value/offerings

Post- purchase Email Medium Medium Short Large High High Low High Medium
sales
Social media High Medium Short Large Medium Low Medium Medium Medium

VI. Action Plan

Stages Objectives Channels Main Task Task description Schedule Expected result

Stage 1: Ensure Prepare Commercial Create a specific 1/1 - 18/1

Advertising messages video with the proposal about the Finalise ideas and complete the
are title "Tình yêu content and message proposal
delivered từ những điều conveying to
clearly and nhỏ nhất - customers
thoroughly Love comes
from the
Hire an smallest Search and contact an 19/1-16/2 Finalise the Agency list
agency things" agency specializes in
with a video and image
reasonable advertising (creative
price and agency)
guaranteed
image Pitching and hire with 19/2-18/3 Choose an agency with suitable
quality the agency to finalise content and price
the content and price

Facebook: Manufacture and 19/3-5/4 Content quality ensures delivery of

- Reach per release the final the brand's value and message, with
post: product beautiful, attractive visual
20000
- Followers Youtube, Publish the video to 8/4-9/4 Facebook: - - Reach per post: 20000
(page): Facebook, media channels and - Followers (page): 2000
2000 TikTok social networks -Engagement rate: 0.173%
-Engageme -Positive engagement rate: 98%
Youtube, Run ads and display 9/4-17/4 -Conversion rate: 4%
nt rate:
Facebook, ads for videos
0.173%
TikTok TikTok:
-Positive
engagemen
t rate: 98% -Reach: 400000
-Positive engagement rate: 98%
 -Conversio -Engagement rate: 10%
n rate: 4% -Conversion rate: 4%

TikTok: Youtube:
View: 1,000,000
-Reach:
400000
-Positive
engagemen
t rate: 98%
-Engageme
nt rate:
10%
-Conversio
n rate: 4%

Youtube:
View:
1,000,000

Public Successfull Prepare Collaborate Make list of suitable 1/1–3/1 Lists of 20 KOLs and influencers in
Relations y deal with with KOLs KOLs and influencers total
the most and through research
suitable influencers
KOLs and (share Contact KOLs and 4/1-12/1 Contact successfully with 15 KOLs
influencers contents influencers and influencers
about
Deal with Ăn Sập Sài 4/1 - 23/1 Successfully deal with at least 10
products
Gòn, Dino Vũ and KOLs and influencers
using hashtag
other supporting
#Traoyeuthuo
KOCs.
ng_Thuongtr
5 million Social onvi and KOLs and Influencers 24/1-12/2 Views of hashtags: 4.5 million views
views with Media #reaDi) share 10 news about
each (Tiktok, commercial video on Reach: 15000
hashtag Facebook) Facebook with
#Traoyeut hashtags Engagement rate: 10000 views (each
huong_Th news)
uongtronvi Reviews products on
and #reaDi Tiktok using 2 key Social disucssion: mentions of brand
Phase 1 (2 KOLs with hashtags increases
tuần đầu)
Work and keep track 13/2-1/3 Follow up each tasks
Participant with KOLs and
s in the influencers
challenges:
Create hashtag music 11/2 - 25/2 Participants: 6000 people
 6000 challenge on Tiktok
people #Traoyeuthuong_Thu Social discussion: 1800 mentions of
ongtronvi brand
Social
discussion: Engagement rate: 98%
2000
mentions Conversion rate: 3.8%
of brand

Engageme
nt rate:
98%

Choose Prepare Sponsor for Make list of 3-4-6/4 Lists of 30 universities

about seminars universities that
10-15 about dealing organize seminars,
organizatio with struggle events related to topics
ns emotions in for sponsorship
including rushing life in
companies universities Contact 30 7/3-26/3 Contact successfully 25 universities
and and universities
universities companies.
Work and deal with 27/3-24/4 Successfully deal with 10-15
to sponsor
universities universities

Increase Sponsorshi Implement the 25/4-6/3 Participants: 4000 people

awareness p sponsor for
by 20% universities Awareness increases by 30%
(University tours)
Considerat 4 out of 10 people said that they will
ion: be in put the brand in their consideration
the set
considerati
on set of
customers
Phase 2 (2
tuần đầu)

Personal Facebook Prepare Helping Posts pictures of menu 5 post with 500 interaction, at least
selling Reach: customers get or products on 100 each post.
10017 more facebook. Make CTA
information
Follower: (call-to-action) posts.
about the
1002 (5 posts)
products
Engageme through
nt rate: Facebook and
Run Facebook 11/3-18/3 Reaching at least 7000 people on
0.173% physical
advertising (Run for Facebook
 Positive stores. 2 posts that have the
engagemen Getting least interaction)
t rate: 98% customers
feedback Contact people who 11/3-18/3
Conversio
about the have interaction on 3 Contacting: 300 people
n rate: 4%
experiences
posts with our page.
and products.
Assure the
Providing customers 11/3-18/3 Replying: 150 people
informatio
who reply to our
n about
messages with further
the
information.
products
have been Participating in food 18/3-25/3 Participating: 2 food festivals
provided fairs and festivals
clearly

Sales OSM Prepare Getting Weekly content (3 25/3-25/4 Posts: 3 per week
promotion activities customers' posts per week on Interaction: 200 per post
(standing loyalty. facebook) about sales,
booth, discount vouchers,
Boosting
kiosk, buy 1 get 1.
interaction
standees between
and Making events for 25/3-25/4 Number of people participating: 500
customers,
customers to interact people
brochures) firms.
Foot traffic with each other and
(only our firm through
estimation) facebook and getting
: 10000 vouchers from
people minigames. Through
Sales Facebook, and 1 event
volume: per month
7000 units
Making bonus packs 25/3-2/4 People purchase over 100.000 Vnd:
Average 100 people
deal for customers
sales:
purchasing more than
40.000VN
100.000 Vnd.
D

Boosting
number of
customers
buying
products
Direct selling create a Social Create Creates livestreams 3/5-11/6 Attract at least 100k per livestreams.
personal media discussion about specific topics
and post such as “Quick and Increase awareness by 10%.
Websites/ nutritious for your
intermedia
Landing Update kids”, encourages
ry-free
pages informations parents to join and
dialogue of the earn knowledge and
with products, also to raise questions.
customers Addressing - 1 livestream
Kiosk questions every 2 weeks.
drive about the - 6 livestream
products during phase
response
2.
and Personal,
interaction direct selling, Websites: 16/4-23/5 Websites:
s samples. - Creates - 3 - 4 articles a week.
articles about - Earn 1000 transactions on
the products, this website during phase 2.
relevant
topics such as
nutrients,
cooking, etc.
- Creates an Landing pages:
online - Earn 50 clicks daily.
purchase
platform.
- Conduct
promotion,
selling
activities on
websites.

Landing pages:
- Brief and
short piece of
advertising of
the products.

Kiosk: 14/3-2/4 Kiosk:

Phase 2 (3 months):
- Choose the 50 participants daily.
location for
50 customers who ask information
kiosks.
about the product per day.
 - Design 100 samples try per day.
booths and
kiosks. On- point purchase of 30 per day.
- Conduct
activities at
kiosks.
- At-point
promotion
and selling at
kiosks.
- Provide
information
and product
samples at
kiosks.
- Conduct at-
kiosk selling.

3-4-10/5 100 visitors to website daily.

Build contents on
websites (Inbound
Marketing)

VII. Task owners and duration

No. Task Time Task

owners

1 Create a specific proposal about the content and message conveying to customers 2 week Team

2 Search and contact an agency specializes in video and image advertising (creative 3 week Trang Nhi,
agency) Thùy Linh

3 Pitching and hire with the agency to finalize the content and price 3 week Trang Nhi,
Thùy Linh

4 Manufacture and release the final product 2 week Agency

5 Publish the video to media channels and social networks 1 day Trang Nhi
6 Run ads and display ads for videos 1 week Trang Nhi

7 Erect advertising signs at major intersections in the city, supermarket chains, and Agency
convenience stores

8 Make list of suitable KOLs and influencers through research 3/7 week Gia Hân
Diễm Phúc

9 Contact KOLs and influencers 1 week Gia Hân

Diễm Phúc

10 Deal with Ăn Sập Sài Gòn, Dino Vũ. 2 week Gia Hân
Diễm Phúc

11 KOLs and Influencers share contents about commercial video on Facebook with 2 week KOL
hashtags

12 Reviews products on Tiktok with hashtags 2 week KOL

13 Work and keep track with KOLs and influencers 2 week Gia Hân
Diễm Phúc

14 Create hashtag challenge #Traoyeuthuong_Thuongtronvi 2 week KOL

15 Make list of universities, companies, organizations that organize seminars, events 3/7 week Minh
related to topics for sponsorship Quang
Đức Tính

16 Contact those organizations 2 week Minh

Quang
Đức Tính

17 Work and deal with organizations 3 week Minh

Quang
Đức Tính

18 Implement the sponsor for seminars (University tour) 4 week Minh

Quang
Đức Tính

19 Posts pictures of menu or products on facebook, make CTA (call-to-action) posts. 1 week Minh
Quang

20 Run Facebook advertising 1 week Minh

Quang

21 Contact people who have interaction with our page 1 week Đức Tính

22 Providing customers who reply to our messages with further information 1 week Đức Tính
23 Participating on Food fairs and festivals 1 week Minh
Quang
Thùy Linh
Gia Hân

24 Weakly content about sales, discount vouchers, buy 1 get 1. 4 week Minh
Quang

25 Making minigame and events for customers to interact with each other and our firm 4 week Đức Tính
through facebook

26 Making bonus packs deal for customer purchasing more than 100.000 Vnd, which are 2 week Thùy Linh
a pack of 3 instant noodle

27 Creates livestreams about specific topics such as “Quick and nutritious for your kids”, 4 week Gia Hân
encourages parents to join and earn knowledge and also to raise questions. Diễm Phúc

28 Creates articles about the products, relevant topics such as nutrients, cooking, etc. 4 week Trang Nhi

29 Search and deal the location for kiosks. 1 week Thùy Linh
Diễm Phúc

30 Design booths and kiosks. 1 week Thùy Linh

Minh
Quang

31 Conduct activities at kiosks. 2 week Diễm Phúc

Trang Nhi

32 At-point promotion and selling at kiosks. 2 week Diễm Phúc

Trang Nhi

33 Provide information and product samples at kiosks. 2 week Diễm Phúc

Trang Nhi

34 Conduct at- kiosk selling. 2 week Diễm Phúc

Trang Nhi

35 Build contents on websites (Inbound Marketing) 4 week Thùy Linh

This table is the note for the AON network diagram below. The number stand for the activities listed on the
table. The term "activity-on-node" in project management is a precedence diagramming technique that uses
boxes to represent scheduled activities. This diagram can help us to understand and follow the task, and
activities more effectively.

AON network diagram:

 VIII. Control System

Quantified Means of Frequency of Accountabilit Cost Action

Problems measuring measurement y How much
Sales analysis; Daily; weekly; Who does it? does it cost
number of monthly; to measure
responses; quarterly;
surveys annually?

Phase 1: Advertising

Unattractive content Low web page Weekly Collaborative Brainstorming:

and visual (Cyn) traffic ● Utilize design thinking
methodology: Employ
Low interactions on tools like empathy maps
 social media page and journey maps to
understand user needs
Low conversion rate and identify areas for
(lower than 4%) improvement.
● Conduct A/B testing:
Create variations of the
content and visuals and
test them with a small
audience to see which
one performs better.
● Gather feedback from
users and team: to
identify areas for
further improvement.

Utilize Tools and Resources:

● Content management
systems (CMS): Utilize
platforms like
WordPress or Drupal to
streamline content
creation and
collaboration.
● Accessibility tools:
Ensure content and
visuals are accessible to
everyone by using tools
like WebAIM WAVE to
identify and address
accessibility issues.

Low conversion rate Facebook, Daily freelancers to Evaluate Website Performance

Youtube, TikTok: analyze and Analyze Site’s User
Under 4% engaging customer Experience:
(Like, share, click experience and
through rate) improve ● Quantify the USP in
website layout clear words
Website: Under 4% ● Feature our best-selling
click through Freelancer to brands instead of offers
purchase improve ● Highlight free
content writing shipping/any new offers
through a welcome
pop-up
● Sort out possible
navigation & search
issues
● Introduce
 reviews/testimonials/pr
ess mentions in the first
fold
● Feature the live chat
option prominently

Improve Copywriting and

Personalize Content:

● Website’s copy
effectively
communicate the
benefits of the product
or service
● Crafting a message that
resonates with target
audience and compels
them to take action
● Personalize the user
experience or content
to the customer’s
preferences or needs.

Phase 2: Public Relations, Direct Marketing, Personal Selling

Public Relations: Media metrics: Daily Recovery Take immediate recovery

Crisis - Branded mention (recovery actions:
volume. campaigns,...) - Social Media:
- Brand sentimental ● Make immediate
(negative, neutral, responses.
positive). ● Withdrawal of
products.
● Identify the cause of
the crisis (external or
Customer metrics: Daily internal).
- Customer ● Make clear and honest
satisfaction. statements of the
- Customer causes, regardless of the
behavior. person to blame.
● In case of subjective
problems, a recovery
process is of crucial
importance.
Business metrics: Daily
● Use PR to recover.
- Sales during the
- Recovery Process
crisis.
● The recovery process
- Market share.
includes the use of a PR
institution.
 ● In case a huge damage
to the brand image is
detected, it is necessary
that the company
should conduct
immediate activities to
compensate for the
negative image such as
participating in social
events.

Direct Marketing: Conversion rate Daily Conversion rate

Communication Gap a. Kiosk
(Tính) Earned media Weekly - Training for personal
selling
Response and Weekly - Re-evalute and improve
feedback on target kiosk layout
platforms - Reallocate kiosk
- Add more attractive
promotion deals for
kiosk purchases
b. Media platforms:
- Increase user-generating
content
- Increase content supply
chain (diversify
customer-focused
content)
- Algorithm-focused
content optimization
(Use hashtags where
available to widen
campaign reach

Ensure photos and

videos are high quality,
even for casual,
behind-the-scenes
content

Create a regular posting

schedule to keep your
brand top of mind
 Get creative with
calls-to-action (CTAs)
to entice audience to
click through

Use product tags in

every post to simplify
product identification
and make it easier for
customers to locate
products on your site

Leverage user-generated
videos when posting
Instagram Reels and
TikToks to build
authenticity and
connect with viewers)

Personal Selling: Periodical Monthly CRM system: Use CRM system to keep
Service Performance evaluation 100.000VND track and provide consistent
/user/month data of customers
Customer → Total:
behaviors 600.000VND Meeting
/6 users

Phase 3: Sales Promotion

Overpromising Number of people Daily Use 3E - Engage, Educate,

- Quality gap buying over Empower to communicate
100.000 Vnd. with customers.
Applying pre-selling
Number of objections.
interactions on Share solutions to customers:
social media posts. extra gifts, faster delivery.

Emphasize the product gaps

to the customers.
—
Re-post
compensation

IX. REFERENCES
[1] Ahuja, H. K. (2011). A comparative study of attitude and adoption of frozen food amongst the
consumers of Ludhiana and Delhi cities. Punjab Agricultural University, Ludhiana– 141 004 (India).

[2] Alt, R., & Reinhold, O. (2012). Social customer relationship management (Social CRM). Business &
Information Systems Engineering, 4(5), 287-291.
https://www.researchgate.net/publication/233856479_Social_Customer_Relationship_Management_SC
RM_-_Application_and_Technology

[3] An Châu. (2023, March 30). Người dân ngày càng quan tâm đến ‘Tiêu dùng bền vững’. moit.gov.vn.
https://moit.gov.vn/phat-trien-ben-vung/nguoi-dan-ngay-cang-quan-tam-den-tieu-dung-ben-vung-.html
Better Agency. (2022, December 8). Social CRM vs traditional CRM • Better Agency™. Better Agency™.
https://betteragency.io/blog/social-crm-vs-traditional-crm/

[4] Burgstone, J., & Murphy Jr., B. (2012, July 31). Fastcompany.com. fastcompany.com.
https://www.fastcompany.com/1844165/why-customer-pain-your-most-important-resource

[5] CHI PHI Chay quảng CAO Facebook – Yếu to ảnh hưởng đến việc tối ưu. (2022, December 8). Vietnix.
https://vietnix.vn/chi-phi-chay-quang-cao-facebook/

[6] CHI PHI Chay quảng CAO TikTok la Bao nhiêu? Co đáng để đầu tu? (2022, October 30). Mega Digital.
https://megadigital.ai/vi/blog/chi-phi-chay-quang-cao-tiktok/?fbclid=IwAR1jnhJIrLfAAsFw1hF9BAvD4
O2xMLG8kc7FwQRKgfL5q-G87VmRhfttgV4

[7] Dalberg. (2021, September). Plastics: The costs to society, the environment and the economy. WWF .
https://europe.nxtbook.com/nxteu/wwfintl/tcops/index.php#/p/10

[8] Diendandoanhnghiep.vn. (2019, February 8). Con người đang quá ỷ lại vào công nghệ?
https://diendandoanhnghiep.vn/.
https://diendandoanhnghiep.vn/con-nguoi-dang-qua-y-lai-vao-cong-nghe-144711.html

[9] Ecommerce in consumer goods, 2022 update - Thematic research. (2023, February 10).
Market Research Reports & Consulting | GlobalData UK Ltd.
https://www.globaldata.com/store/report/ecommerce-in-consumer-goods-theme-analysis/

[10] Express, A. (2022, September 7). 11 tested tips for boosting your TikTok engagement.
https://www.adobe.com/express/learn/blog/guide-to-tiktok-engagement

[11] Fill, C., & Turnbull, S. (2019). Marketing communications: Touchpoints, sharing and disruption.
Pearson Higher Ed.
[12] FPT. (2022, July 7). Xu hướng Tieu dung CUA người Viet Nam với thực Pham đóng Goi. FPT
Digital.
https://digital.fpt.com/linh-vuc/xu-huong-tieu-dung-cua-nguoi-viet-nam-voi-thuc-pham-dong-goi.html

[13] GOS Vietnam. (2021). Thông cáo báo chí kết quả khảo sát mức sống dân cư 2021. General Statistics
Office of Vietnam.
https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2022/06/thong-cao-bao-chi-ket-qua-khao-sat-muc-son
g-dan-cu-2021/

[14] Havaldar, K. K. (2015). Business marketing: Text and cases (4th ed.). McGraw Hill Education (India)
Private Limited.

[15] Heil, K. (2018, September 26). Kiosk KPI: Top 7 retail metrics to track. Retail Solutions For Any Need
| Palmer Retail Solutions. https://www.palmerretailsolutions.com/blog/retail-metrics

[16] J.C Balachandar, M. Jayachandran, & Irshad Ahamed. (2023). International Journal of Medical Science
and Clinical Invention. https://doi.org/10.18535/ijmsci/v10i01.015

[17] Kaplan, K. (2020, February 3).

HTTP://webcache.googleusercontent.com/search'q=cache://www.forbes.com/sites/theyec/2020/02/03/why-every-
business-needs-a-website/'sh=359a41f76e75.

[18] Forbes.
https://www.forbes.com/sites/theyec/2020/02/03/why-every-business-needs-a-website/?sh=359a41f76e75

[19] Khánh Nam. (2023, November 18). Tiện lợi thực phẩm đông lạnh. Báo Cần Thơ Online - Tin tức
Cần Thơ cập nhật liên tục trong ngày.
https://baocantho.com.vn/tien-loi-thuc-pham-dong-lanh-a166686.html#google_vignette

[20] Khoa, V. N. (2023, October 11). Giới thiệu. Trung tâm trị liệu, tham vấn tư vấn tâm lý MindCare.
https://mindcare.vn/gioi-thieu/

[21] Knowledge Sourcing Intelligence. (2022, July). Processed food market size & share: Industry report,
2022–2027. Knowledge Sourcing Intelligence LLP.
https://www.knowledge-sourcing.com/report/global-processed-food-market

[22] Lan Anh. (2022, September 14). 55% người tiêu dùng chọn tính bền vững là yếu tố rất quan trọng khi
lựa chọn thương hiệu. Nhịp sống kinh tế Việt Nam & Thế giới.
https://vneconomy.vn/55-nguoi-tieu-dung-chon-tinh-ben-vung-la-yeu-to-rat-quan-trong-khi-lua-chon-thu
ong-hieu.htm
[23] Loureiro, M. L., McCluskey, J. J., & Mittelhammer, R. C. (2001). Assessing consumer preferences for
organic, eco-labeled, and regular apples. Journal of Agricultural and Resource Economics, 26(2), 404–416

[24] Machado, F. M. S. (2003). Estratégias de concorrência da indústria alimentícia e seus desdobramentos

na dimensão nutricional. São Paulo: Doctoral Universidade de São Paulo
Maria Godoy. (2023, May 25). What we know about the health risks of ultra-processed foods. NPR.
https://www.npr.org/sections/health-shots/2023/05/25/1178163270/

[25] Newberry, C. (2023, August 14). Social media data collection: Why and how you should do it. Social
Media Marketing & Management Dashboard. https://blog.hootsuite.com/social-media-data-collection/

[26] Ngọc Lan. (2023, August 11). Shifting consumer preferences leading to key changes in retail channels.
Nhịp sống kinh tế Việt Nam & Thế giới.
https://vneconomy.vn/shifting-consumer-preferences-leading-to-key-changes-in-retail-channels.htm?fbclid
=IwAR0YkqK0nhIMUL-tEQy65C15RvDqHRs-n_MU-fA0Y2877Wl94wwHKAOOedg

[27] Nirmalraj, R. J. T. (2014). A study on Bready to eat^ food industry. SHIV SHAKTI International
Journal in Multidisciplinary and Academic Research (SSIJMAR), 03(03), 104–118.

[28] Quảng CAO trên YouTube Bao nhiêu Tien? (n.d.). Trung tâm học Digital Marketing Online ngắn hạn
tốt ở Hà Nội, TPHCM.
https://vinalink.edu.vn/thu-vien-kien-thuc/1-quang-cao-tren-youtube-bao-nhieu-tien.html

[29] Rubik Top. (n.d.). Technological Advancements Reshaping Vietnam's Consumer Behavior. LinkedIn.
https://www.google.com/url?q=https://www.linkedin.com/pulse/technological-advancements-reshaping-v
ietnams-consumer-behavior/&sa=D&source=docs&ust=1699280748436198&usg=AOvVaw1CfhIRW90g
TwqQgIM9SBr4

[30] Social media metric ratios for success. (2020, July 17). QQTube - SMM - Buy or Try Free Followers,
Views, Likes & More. https://www.qqtube.com/article/youtube-metric-ratios-for-success
Statista. (2020, October 7). Vietnam: Social commerce shoppers by age and and gender 2020.
https://www.statista.com/statistics/1247896/vietnam-social-commerce-shoppers-by-age-and-and-gender/

[31] Statista. (2023). Ready-to-Eat meals - Vietnam | Statista market forecast.

https://www.statista.com/outlook/cmo/food/convenience-food/ready-to-eat-meals/vietnam#demographics

[32] T., D. V. (2023, June 23). Bốn mục tiêu hàng đầu về sức khỏe mà người tiêu dùng Việt Nam quan tâm.
TUOI TRE ONLINE.
https://tuoitre.vn/bon-muc-tieu-hang-dau-ve-suc-khoe-ma-nguoi-tieu-dung-viet-nam-quan-tam-20230623
151832704.htm
[33] Thông cáo báo chí tình hình Lao động việc làm Quý III và 9 tháng năm 2023. (n.d.). General Statistics
Office of Vietnam.
https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2023/09/thong-cao-bao-chi-tinh-hinh-lao-dong-viec-la
m-quy-iii-va-9-thang-nam-2023/

[34] Tyre, D. (2023, February 9). Pain points: How to empathize with customer problems and solve them.
HubSpot Blog | Marketing, Sales, Agency, and Customer Success Content.
https://blog.hubspot.com/sales/uncover-business-pain#a
Vietdata. (2023, July 25). Convenience store 2023 - Which brand is dominating the market? Vietdata
Research. https://www.vietdata.vn/post/convenience-stores-2023-which-brand-is-dominating-the-market

[35] Vietnamese consumers are coming of age in 2023: How businesses can stay ahead. (2023, May 26).
McKinsey & Company.
https://www.mckinsey.com/Featured-Insights/Asia-Pacific/Vietnamese-consumers-are-coming-of-age-in-20
23-How-businesses-can-stay-ahead

[36] Viettimes.vn. (2022, August 26). Thói quen mua sắm của người Việt đã thay đổi như thế...
viettimes.vn.
https://viettimes.vn/thoi-quen-mua-sam-cua-nguoi-viet-da-thay-doi-nhu-the-post159973.html

[37] VnExpress. (2015, March 5). Quá phụ thuộc vào smartphone dẫn đến lười suy nghĩ. vnexpress.net.
https://vnexpress.net/qua-phu-thuoc-vao-smartphone-dan-den-luoi-suy-nghi-3153853.html

[38] VnExpress. (2022, May 11). Khó khăn khi người lớn tuổi sử dụng công nghệ. vnexpress.net.
https://vnexpress.net/kho-khan-khi-nguoi-lon-tuoi-su-dung-cong-nghe-4461957.html

[39] Yersin. (2004, December 1). Khó khăn của ngành công nghệ thông tin mà bạn phải đối mặt.
https://yersin.edu.vn/kho-khan-cua-nganh-cong-nghe-thong-tin-html

[40] YouTube like to view ratio. (n.d.). Google Chrome - The Fast & Secure Web Browser Built to be Yours.
https://chrome.google.com/webstore/detail/youtube-like-to-view-rati/pjkjdnlpbfcociacjalpklkpebephmha