FPT UNIVERSITY – CAMPUS DA NANG

REPORT GROUP ASSIGNMENT

Subject: MKT304 - Integrated Marketing Students Group 6:

Communications Hoàng Thị Thanh Thư - DS170004

Lecturer: Ms. Nguyen Thi Thu Hien Nguyễn Bảo Phúc - DE170419

Class: BA17C Nguyễn Trần Minh Đạt - DS170190

Trần Quang Tiến Đạt - DS170090

Đặng Ngô Bảo Ngọc - DS170078

Group Project: Creative product - KITKID

Table of content
I, Product Overview:

1: Company

2: Product

3: Ingredients, uses, and price.

II. External Analysis

1: Customers:

2: Competitors

3: Economy

4: Demographic analysis

III. IMC Strategies

1. Insign, message:

2. Campaign Objective:

3. Integrated Marketing Communication (IMC)

3.1 Advertising

3.2 Internet advertising

3.3 Sales Promotion and Direct Marketing

3.4 Personal selling

3.5 Public relations

IV. Budget and Timeline setting

1. Timeline

2. Budget

V. Predict Risks

VI. Conclusion

VII. Appendix

___________________________________________________________________

I. Product Overview:

1: Company

The rapid development of this world has resulted in anticipated demand for human

convenience and aesthetic considerations in living spaces. Simultaneously, clients need a

new product that not only satisfies their demand for cleaning but also meets the demand

for preserving nature, being environmentally friendly, and making customers feel

responsible and civilized. In this situation, “KIDKIT” was nurtured and embarked on a

mission to revolutionize the detergent industry in VietNam. We do not select ourselves in

a typical purveying detergent product company, our vision is to bring to customers a

minimalist lifestyle.
 KITKID - Kitchen cleaning effervescent tablets.

Slogan: Less is More

2: Product

2.1. The difference between kitchen effervescent tablets and other kitchen sprays.

Kitchen cleaning effervescent tablets are convenient, compact, saving kitchen space. The

special kitchen cleaning effervescent tablet doesn't stop there, it doesn't need a plastic

bottle like most cleaning products on the market, it also helps to reduce some waste and

dirt into the environment..

3: Ingredients, uses, and price

Ingredients: essential oils, washing soda, cleaning vinegar,…

How to use:

1. Prepare a spray bottle of 300ml fill with clean water

2. Drop the effervescent tablet into the bottle

 3. Waiting for 1 mins

4. Shake it off and use it.

Price
Pack of 20 tablets $1

Pack of 50 tablets $2

Pack of 120 tablets $4

Wholesale

10000 - 49999 pieces $0.15/1 pieces

50000 - 99999 pieces $0.14/1 pieces

100000 - 199999 pieces $0.13/1 pieces

>= 20000 pieces $0.12/1 pieces

II. External Analysis :

1: Customers

Kitchen effervescent tablets "KITKID" wish to bring customers the best experience,

quality, and cleanliness. We target customers such as homeowners, housewives,

restaurants, people who care about environmental protection, or consumers with special

needs
 Homeowner/Housewife: As you know, kitchen effervescent tablets are useful products

for homeowners or housewives to clean and refresh kitchen surfaces, including ovens,

gas stoves, electric stoves, pots, and pans, wash basins. We know that home consumers

often appreciate the cleaning efficiency and ease of use of kitchen effervescent tablets

and save time and money over cleaning products with plastic bottles, which take up a lot

of space to clean, are more expensive, and take more time.

Restaurants/Dining: Nowadays, many restaurants, bars, and other food establishments

are built up a lot and grow, they often have a high need for kitchen cleaning and

maintenance to ensure hygiene to their customers. Our kitchen effervescent tablets can

assist in removing grease, stubborn stains and eliminating odors from kitchen surfaces.

This helps to keep the most hygienic and food-safe quality.

People who care about the environment: There is a part of consumers who are more

interested in using cleaning products that are safe for the environment than using cleaning

products plastic bottles for cleaning. For the eco-conscious, our natural kitchen

effervescent tablets are free of harmful chemicals and are of organic origin.

2: Competitors

There are many famous brands of cleaning and sanitizing kitchen surfaces on the market

such as Astonish, and Scotch-Brite. Considered as a major competitor to our brand

KITKID.

Famous Company Astonish Scotch-Brite

Brief introduction Astonish is a well-known brand in Scotch - Brite is a well-known brand in the

the field of manufacturing field of household and industrial cleaning

cleaning Founded in the UK - products. Owned by 3M Company - in the

since the 1970s. Providing high- US. High-quality sponges and abrasive

quality cleaning products with products don't scratch and protect surfaces

natural ingredients that are not from damage.

harmful to the environment.

Price Price for winter delivery from Ranging from 500,000 VND to 1,000,000

88,000 VND - 175,000 VND VND

In general, compared to long-standing brands that have a foothold in the market as well

as a large number of customers. KITKID needs to try a lot and bring out the best quality

and most prestigious products to customers. Identify the importance of the KITKID brand

and brand positioning in the market.

3: Economy

Vietnam has opened its market, and new regulations and policies have been established to

promote economic development and attract foreign direct investment (FDI).

However, Vietnam's market economy still faces several formulas, including the quality

and competitiveness of domestic enterprises, infrastructure limitations, environmental

issues, etc. These neighborhoods are essential equipment to strengthen the competitive

and resilient strength of the Vietnamese economy.

In general, Vietnam's market economy has made significant progress over the years and

continues to open up and integrate with the global economy. However, much work

remains to be done to promote sustainable development and improve the quality of life of

the Vietnamese people.

4: Demographic analysis

DEMOGRAPHIC GEOGRAPHIC

 Gender: Male, Female  Scattered throughout rural,

 Income: Low to middle suburban, and urban areas
income but focus on high-
 Age: about 15 and more population areas.

BEHAVIORAL PSYCHOLOGY

 Saving space  Normal - Simply Lifestyle

 Experience the uniqueness  Clean up the kitchen
 Want to see convenience
and efficiency

III. IMC Strategies:

1. Insign, message
“Cleaning the house is a shared responsibility between you, your husband, your kids, and

us. Nobody has to do it alone, nor is it a hardship. We are eager to travel with millions of

Vietnamese families as they work to preserve and safeguard their homes”

2. Campaign Objective

In making new products closer to consumers, we set campaign goals.

General marketing goals:

Increase brand awareness: First, we want to increase brand awareness of "kitchen

effervescent tablets". More specifically, increasing the awareness of kitchen effervescent

tablets in the market by 20% (6 months). This can be achieved through the

implementation of creative and effective advertising campaigns in various media such as

TV, radio, digital television, and social networks.

Building trust and credibility: We want to build a reliable and reputable image for

kitchen effervescent tablets when produced and sold in the market. IMC campaigns can

focus on sharing information about product quality, positive customer reviews, and

quality certificates - safety standards.

Increase interaction and engagement: We aim to create positive customer interaction

and engagement. The campaigns will focus on creating creative and engaging content on

the social network,... organizing contests, events, and promotions.

Specific goals for new products:

Increase 25% of sales: First, we want to set a goal to increase sales of kitchen

effervescent tablets. The IMC campaign will focus on creating a compelling message

about the benefits and value of kitchen-effervescent tablets, using marketing channels:
 advertising, direct sales, and online marketing to generate interest and purchase from

customers.

Increase 20% awareness about new products: Aim to increase customers' awareness

and knowledge about kitchen-effervescent tablets that are important to daily life. The

IMC campaign will focus on informing about the features, advantages, and applications

of kitchen-effervescent tablets through advertising, PR, product brochures, and online

communication.

Building relationships with customers: Our campaign launched will create loyalty

programs, provide good customer service and use email and social media marketing

channels to stay in touch and engage with customers

3. Integrated Marketing Communication (IMC)

3.1. Advertising

Types of Place of performance Frequency Reasons for choosing

advertising

Billboard -Invest in placing billboards in - KITKID
densely populated places: Place leases
billboards in high-traffic areas to billboard
attract a wider customer's view, and space
place them in conspicuous and continuously
attractive places such as lighting areas for 6
red, intersection areas, tourist months.
attractions, major events, or
downtown areas to increase the
visibility and recall of the customer's
-Reason for choosing: When the
area is densely populated, the red
light stop area and the bus shelter
area easily attract people's eyes to
the attractive billboard of KITKID.
We will attract a large number of
potential customers because at red
light stops, and bus stops people
often have to wait. This is the
amount of time they can spend
 brand for KITKID
-Wall-mounted advertising screens:
places with many shoppers, such as
shopping malls, stores, and furniture
centers, use LCD screens to display
attractive advertising videos to attract
customers to pay attention to
KITKID's products - kitchen-
effervescent tablets.
-Bus shelters: Put up billboards of
kitchen-effervescent tablets at bus
stops. Should be placed in cities with
high bus traffic such as Hanoi,
Saigon, and Da Nang ... While
waiting for the bus, customers will
notice the billboards of KITKID and
will attract a large number of visitors
TVC TV advertising:
-Women and family TV channels:
HTV7
observing and paying attention to
their surroundings, including the
KITKID billboard. Places such as
commercial centers, furniture
centers, etc. easily attract several
customers who are interested in
taking care of the family, especially
the cooking area, and those who are
looking for products advanced
products and solutions for kitchen
cleanliness and comfort. It is
expected to attract and spread the
product KITKID - kitchen
effervescent tablets to 1,500,000
people.
During the -Reason for choosing:
first 3 Because TVC allows the use of
months of powerful sound and visual effects to
running create an impression and memory in
active and the audience's mind. Through TVC,
consecutive KITKID can convey messages,
ads, introduce products and be the most
advertising creative. Interact and connect with
will be the audience easily so that the
gradually audience can remember and
reduced for recognize the brand of KITKID
the
 remaining 3 easily.
months. => KITKID is expected to collect
+TV 55% of total sales in the first 6
advertising: months.
advertising
time frame
10-12 pm, 7-
9 pm
+Online
advertising:
Platforms
will be able
to post
promotional
videos and
articles at
8-10 am, 7-
10 pm
Leaflets Large commercial centers, Continuously -Reason for choosing:
supermarkets, bigC, Lotte, distributing First, places such as supermarkets,
and Vinmart. leaflets on commercial centers,... are the places
the first day where the most customers of
of the month different ages are concentrated. The
(5th - 10th age 26-50 that KITKID aims to
of each focus on shopping here a lot.
month), KITKID will be easier to attract
lasting 6 customers.
months. Second thing, handing out flyers on
the first days of the month (5th -
 10th of each month) is the time
when most people get their salary,
and their shopping needs will
increase. They will focus on
shopping at supermarkets or
commercial centers, distributing
leaflets on these days easily access
KITKID products to customers.

3.2. Internet advertising

Types of advertising Place of Frequency Reasons for choosing

performance

Social media Facebook Advertise Facebook is the largest social network in Vietnam,

from 11 AM Facebook will be very easy to reach users, and ads,

to 2 PM and images, and articles will be displayed according to

from 8 PM the user's interest, so advertising will become

to 11 PM. easier. Facebook also allows people to share and

interact with posts making it easy to reach the

brand KITKID

TikTok Invest about TikTok emerges as a trend today and is a social

200000 ads network that is interesting to young people because

for all the of its speed and time-saving. TikTok is a platform

time. that creates a lot of trends for young people today,

 so TikTok will be a means to easily reach users,

especially young people.

Youtube Advertise Youtube is one of the social networks with the

from 9 AM largest traffic in Vietnam. Besides, Youtube also

to 12 PM, has a very large scale with a lot of diverse content.

and from 5 In addition, Youtube also has the function of

PM to 8 PM. advertising according to the content that users are

interested in, which helps a lot in the advertising

process of businesses.

E-commerce Shopee, Focus more Buying and selling through Internet is the current

Lazada, Tiki on special trend, which can both save time and see a variety of

events of e- products. Therefore, it is impossible to ignore e-

commerce commerce sites such as Shopee, Tiki, and Lazada.

sites. These are also the 3 most visited e-commerce sites

in Vietnam.

3.3. Sales Promotion and Direct Marketing

Types of Place of performance Frequency Reasons for choosing

marketing

Coupon At store 1 day in 1 - Reason for implementation: Different

 month and customers have different buying preferences, so

active for 2 it makes sense that offering coupons based on

consecutive their preferences and needs should also be

months. varied and different and it will attract a large

number of customers and turn them into loyal

customers. It is expected to reach 1,5 million

people.

- How to do it: Promotion: 10%-30% off the

total bill on the day of the month month

Door to door Store website Apply for - Reason for choosing: Customers may obtain

some big information and place orders whenever they

holidays of the want on applications and websites KITKID.

year. The expected audience size is 2 million it

becomes an even more attractive platform.

- How to do it: customers who buy from the

website KITKID will get free shipping with

their purchase.

Sweepstakes At store Apply for the - Reason for choosing: Integrating sweepstakes

third Friday of promotions into KITKID's marketing plan.

the month or Sweepstakes, contests, and giveaways for

holidays of the KITKID to increase sales, increase brand

 year. awareness and drive customer loyalty.

- How to do it: When buying KITKID at the

store with an invoice of over 300,000 VND,

customers will be able to participate in a lucky

draw.

3.4. Personal selling:

Types of Place of Frequency Reasons for choosing

marketing performance

Customer Google form 2-3 per Do a survey about customer needs, reviews, experience,

service At store month. and demand :

• Online: Create a Google form with a few questions and

link it to social media posts, and websites.

• Offline: Collaboration with home-care store and

supermarket to run a promotion: free sample. When

customers give us information ( phone number, email,

name, address,... ) we give them a sample for testing.

=> In this way, we have data and connections to do

bilateral communication. A fact that personal selling is a

two-way communication, which means the salesman and

 customer need to discuss every aspect of the product.

Customer Social media ( Build a group of customers who have the same insight

relationships Zalo, and flexibility to communicate 1-1 with each customer

Facebook,…) and post in groups.

For example, We can create or join a Facebook group or

Zalo group, or any platform like a “group of wholesale

customers in Hai Chau district, discount code hunting

club, an association of women who love housework…”

 Customer trust - a salesman can encourage the

trust element when speaking with customers.

 Personalized solutions - solutions that are tailored

to the demands of each consumer might be offered

by salespeople in the form of special offers or

services.

 Instant feedback - in personal selling, clients can

provide salespeople with immediate feedback.

Social Social media Actively interact with large funny content pages:” insight

interaction mất lòng,...” like Grab, Momo,... many brands now build

a friendly, funny image with the new generation through

 those joke comments on social media.

 Greater adaptability - In personal selling, salesmen

direct the dialogue. As a result, businesses may be

adaptable in their strategy and alter the marketing

message as necessary.

3.5. Public relations:

Types of Place of performance Frequency Reasons for choosing

marketing

Outdoor At store Once a month Reason for choice: Give the gift of cleaning

activities and as long as effervescent tablets and organize events,

the company's contests, and activities for groups and families.

campaign. By giving away goods to encourage others to

sample the company's products, creates a

playground for individuals and families as well

as a way to advertise products.

How to do it:

Plan out which games will be played

throughout the activity. Give top priority to

 creating family-friendly games in which

grandparents, parents, and kids may all play

together.

 Make media contacts to request coverage

of the event.

 Prepare kitchen cleaning effervescent

tablets as gifts for players that are firm

items.

 Open a few booths close to the gaming

area so interested parties can stop by and

browse the merchandise.

IV. Budget and Timeline setting:

1. Timeline

Timeline

Channel 1st month 2nd month 3rd month 4th month 5th month 6th month

TVC

Billboard
Facebook

TikTok

Youtube

E-commerce

2. Budget

Types of marketing VND Proportion

Advertising 295.800.000 45.1%

Internet advertising 168.000.000 25.6%

Sales promotion + direct 62.200.000 9.5%

marketing

Personal selling 52.000.000 7.9%

Publicity 78.000.000 11.9%

Total 656.000.000 100%

V. Predict Risks

1. Potential Risks and Assess Impact

1.1. Internal factor

Budget constraints: Being a new business, we are unsure if we will have enough money

to execute all IMC projects, recruit personnel, and create a marketing department.

Goods are imported from China, so the cost and shipping process will be a big problem.

On the other hand, Many individuals tend to switch jobs frequently, to chase better pay

and commissions. It disrupts the sales activities of companies, so we did not have

sufficient provisions. Moreover, one significant factor is the role of salespeople as

representatives of their respective companies. Some clients decline personal selling for

pushy and aggressive salesmen breathing on their necks. Readily apparent, salesmen are

crucial aspects that escalate and amplify the consequences of personal selling.

1.2. External factor

Competition: Predictably, large companies in the detergent industry will launch products

like ours in the future.

Changing consumer behavior: Customers switch to using physical cleaning products,

using machines, and hot steam.

2. Prioritise Risks

We chose to solve the problems internally.

3. Develop Mitigation Strategies

Running a crowdfunding campaign, taking part in investment funds, and assisting

entrepreneurs.

We won't create departments: instead, we'll employ service-oriented businesses. We

develop a warm and welcoming workplace, train key personnel who will remain with the

business for a long time, and assume managerial roles.

Applying technology tools ( AMIS CRM, SEMRUSH,... ), this specific capability aids in

facilitating sales operations, while enhancing customer satisfaction, optimizing sales

efficiency, streamlining business processes, and ultimately augmenting revenue

generation for businesses.

VI. Conclusion

Nowadays, when society has developed a lot, people are aiming for more convenience

and also pay more attention to the living environment. And those are the points in which

we are most confident. KitKid is compact, convenient, and safe that can serve any

audience. We believe that KitKid will bring great benefits to users and the environment.

VII. Appendix

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FAME MEDIA (2022) Bảng báo giá HTV 2022

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INBACVIET (2023) BẢNG BÁO GIÁ IN TỜ RƠI MANG TÍNH CHẤT THAM KHẢO

MangoAds (2023) Quảng cáo YouTube

Rosie Nguyen (2022) Chi phí chạy quảng cáo TikTok là bao nhiêu? Có đáng để đầu tư?