5.

BRAND MARKETING PLAN

5.1 National Goals

National Goals of SEHAT In One Year

Top of Mind Brand Awareness Customer (People / Year)

+ Loyal customers: Increase 8 500

+ Trial customers: 15 000

80% 59%

+ Influencers: 3 000

5.2 Key Issues

Since SEHAT is a new brand, it will likely encounter the following problems.

The first is low brand awareness. As we mentioned above, the fruit milk market in Vietnam is
currently very developed, and there are many famous brands in the market. These brands educate
customers about fruit milk drinking habits, so they have lots of influence on consumer behavior,
and they are always on the customer's mind. One risk that SEHAT products can face is that brand
awareness is too low, so it is majorly momentous to plan the image promotion strategy to be able
to compete with the brands that existed before.

Our target audience is females from 22 to 25 years old working in the office. We completely
understand the psychology of this group of customers is a knowledgeable group. They are very
gingerly in choosing products that have health effects. When approaching a new product, they
will learn about the product's origin to find a trustworthy point that can motivate them to use the
product. It leads to the next issue that customer reliability for a new product like SEHAT may not
be as expected. Because of this, the caution in conveying information about SEHAT as well as
the brand story is essential.

The last problem is not finding customers to try the product. SEHAT needs to have a suitable
promotion plan to attract the target group of customers.