UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

SCHOOL OF BUSINESS HO CHI MINH CITY CAMPUS

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END-MODULE ASSIGNMENT

Module: Marketing Communication

Code: ………….

TEFAL’S CAMPAIGN

Student: NGUYỄN KHOA LONG FOR EXAMINERS ONLY

Grade (in number):

Student ID: 2245519064
………………..
Cohort: K60BF-A Grade (in words):
Semester: II ………………..
Academic year: 2023-2024 Examiner 1
(Signature & Fullname)
Headteacher: Phung Nguyet Thien Kim
………………..
Submission date: 5/4/2024 Examiner 2
Student’s signature: (Signature & Fullname)
………………..

Ho Chi Minh City, April 2024

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UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

SCHOOL OF BUSINESS HO CHI MINH CITY CAMPUS
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BUSINESS PRACTICE EXPLORE

ASSIGNMENT

Module: Marketing Communication

Code: ………….

TEFAL – CHÌA KHÓA CỦA SỰ TRỌN VẸN

Student’s fullname: NGUYỄN KHOA LONG

Student ID: 2245519064
Cohort: K60BF-A
Semester: II Academic year: 2023-2024
Lecturer: Le Giang Nam

Ho Chi Minh City, April 2024

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STATEMENT OF AUTHORSHIP
Except where reference is made in the text of the end-module assignment, this assi
gnment contains no material published elsewhere or extracted in whole or in part from an
assignment which I have submitted or qualified for or been awarded another degree or di
ploma.
No other person’s work has been used without due acknowledgements in the end-
module assignment.
This end-module assignment has not been submitted for the eveluation of any othe
r modules or the award of any degree or diploma in other tertiary institutions.

Ho Chi Minh City, December 2022

(signature and fullname)

Nguyen Khoa Long

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Table of Contents
I. BRAND INTRODUCTION.............................................................................4
II. TEFAL UNLIMITED FRYING-PAN............................................................4
III. VIETNAMESE KITCHENWARE MARKET INSIGHT........................5
3.3. MARKET COMPETITION.....................................................................7
3.4. BUYERS PREFERENCES.......................................................................8
IV. TEFAL’S CUSTOMER JOURNEY...........................................................8
V. TEFAL’S DIGITAL TOUCHPOINTS..........................................................9
6.1. OBJECTIVES..........................................................................................10
6.2. BIG IDEAS – MESSAGES........................................................................11
6.3. DIGITAL TOUCHPOINTS PLANNING................................................12
VII. REFERENCE................................................................................................16

TABLE OF FIGURES

Figure 1: SEB Group Logo.......................................................................4

Figure 2:Pan Price Chart of Foreign brands in VN..................................5
Figure 3: Consumer's Insight....................................................................5
Figure 4: The increasing middle class in VN...........................................6
Figure 5: brand map..................................................................................8
Figure 6: Vietnam Kitchen Market Competition 2023.............................8
Figure 7: Tefal's Task in IMC.................................................................11
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I. BRAND INTRODUCTION
Established in 1857, SEB Group is admired for
being one of the top three global giants in the
home appliances business, the business even
stands at the highest position in global market
share, surpassing two competing brands, Dyson
and Philips. The organization is owning 31
different brands, offer variety of products. With
such a large category, the company now boasts an
impressive record: 1 product being sold for every
12 seconds.
Tefal stands out among the 31 brands thanks to its
popularity for creating the first non-stick pan ever
in 1956. After 60 years of growth and
development, the brand is now considered as the
world's leading cookware manufacturer, with
products sold in more than 120 countries.
Figure 1: SEB Group Logo

II. TEFAL UNLIMITED FRYING-PAN

II.1. Price
The Tefal’s Unlimited Pan price (on the official website) is 1.637.100 VND. Compared with
local Vietnamese brands like Sunhouse, this is relatively higher. However, knowing that
main competitors of Tefal are foreign brands with the immense financial assistance of major
corporations that similar with SEB Group, the product’s price is still competitive.

price
3,500,000

3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

500,000

0
Fissler Tefal Lock&Lock Sharp Elmich
Figure 2:Pan Price Chart of Foreign brands in VN

II.2. Market Demand

II.2.1. Durability:
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According to the brand’s investigation, most consumers will judge the durability of a pan by
their looks. If the pan has a robust, stoned-like look, people will eventually reckon it would
last longer. The reason for this is because consumers are not professions, even if we show
them the material or impressive scientific datsa, they simply just don’t know enough to make
a decision. With customers that pay more attention the the material, they wold prefer
aluminium (60%) and cast-aluminum (40%).
That’s why Unlimited Pan is made of cast aluminim, not only it has a longer lifespan than
common aluminium, it also can be coated with other layers for better safety and durability
without worrying about the aluminium layer worn off over time. There are few extraneous
features, from colour to shape, and the design is sturdy and minimalist. Furthermore, the
distinctive titanium coating makes the pan appear more solid than traditional items.

Figure 3: Consumer's Insight

II.2.2. Accessibility:
Tefla Unlimited Pan has deep shape, which is a trend in cooking community because of its
convenience in cooking many different recipes. A deep shape pan can sometime acts as a pot,
moreover, it prevents food from gushing out of the pan.
With the special coating technology, Unlimited Pan can be washed & cleaned with ease, this
coating also proved 100% safe, containing no harmful chemicals.
About the sizes, the product comes with options: 20cm, 24cm and 28cm width.
Thermo-spot is another proud of Unilimited Pan, this exclusive feature is a rounded shape
red spot in the middle of the pan that turns color when the pan’s surface temperature hot
enough for food to be cooked properly. This feature makes it easy for individuals to track
cooking times for ingredients.
Last but not least, the thermo-fusion base is the technology that will spread the direct heat
evenly applied to the whole pan’s surface, allowing food to be cooked faster and more
evenly.

III. VIETNAMESE KITCHENWARE MARKET INSIGHT

III.1. Market Growth
About growing, Vietnam national kitchenware industry reaches the CAGR about 8.35%, nearly
three times higher than world growth rate (3.83%) (Statista, 2024). The growing market size can
be attributed to the expansion of Vietnam's economy in general;. Though, the most significant
6

rise in the kitchenware business has been the expansion of Vietnam's middle class (people with
daily spending of 10-100 USD). More people can afford to spend on cookware with greater costs
in exchange for better quality, which is a huge opportunity for businesses like Tefal.

Figure 4: The increasing middle class in VN

III.2. Players
Domestic Brands
Take over 80% of market share (Report, 2021), native household goods brands are still top
priorities of Vietnamese people thanks to cheap price tags and long bondings with the brands.
Currently, the market is dominated by big names like Sunhouse or Kangaroo, but minor and
younger names keep on appear, boosting market competition. Customers of Vietnam brands are
mostly middle-class or lower-income; they want pans that aren't too expensive and can be used
for 3-5 years. Local firms also benefit from the fact that consumers in countryside regions are
now switching to Vietnamese-branded products rather than non-brand cooking utensils like
before.

Non-stick Pan Price

Brands Founded Year Advantages
(Lowest to Highest)
- Largest market share
Sunhouse 2000 145.000đ – 600.000đ - Affordable
- Variety range of options
- Good quality pans
Kangaroo 2003 249.000đ – 690.000đ - Strong brand awareness
- Cooperation with Japan, China
- Offer “big-size” pans
Happy Cook 1997 319.000đ – 570.000đ
- Good – High Quality pans
7

Foreign Brands
Responsible for the rest 20%, there are variety of brands from different countries trying to
penetrate Vietnamese market. These are usually world-renowned enterprises with years of
expertise in industry, rich in resources, and create superior culinary appliances. With that being
said, Vietnamese premium clients that are not only wealthy but also high demanding in
choosing their culinary gear are target customers of foreign companies. Another reason is
because of the lack of local firm that offers cookware in high sectors. International firms that
somewhat successfully secured a position and gain their expected customers in Vietnam are:
- Lock&Lock (Korea)
- Philips (Netherland)
- Panasonic (Japan)
- Sharp (Japan)

Figure 5: brand map

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III.3. Market Competition

Figure 6: Vietnam Kitchen Market Competition 2023

The HHI (Herfindahl–Hirschman Index – used to measures the competitiveness of a market

in a country) of Vietnam kitchenware in 2023 stopped at 4389, while according to the
source, markets with HHI higher than 6000 are very close to monopoly. Thus,
desmonstrates that the market is shifting into more concentrated on big brands. That is
because of the appropriate marketing strategies and acceptable products for such cheap
price. On higher price range, there are also new brands aiming to take a lead, especially
foreign brands like Tefal.
III.4. Buyers Preferences
Household appliance stores are extremely common in Vietnam, thus buyers frequently
prefer to go straight to retailers to seek advice, compare, and experience the products. Big
supermarkets or wholesalers, such as Dien May Xanh, are where most people shop for
household appliances. Shopping using e-commerce platforms like Lazada and Shopee is
another growing trend. Retail sites also provide customers with access to products in
higher, less popular segments, however they include hidden hazards such as reckless
shipping and counterfeiting. Moreover, majortiy of people consider 150.000đ to 300.000đ
is a reasonable price for some pans, this number could be higher with non-stick pans.
In terms of purchasing patterns, more and more people prefer to get the greatest kitchen
tools they can afford. Customers with financial resources prefer recognised European
products for their gorgeous design and excellent convenience.

“Gian bếp chính là nơi giữ lửa cho gia đình và tạo ra những bữa ăn sum vầy, bổ dưỡng cho cả n
hà. Vì vậy, mình lựa chọn những thiết bị nhà bếp khá đắt khoảng 3-10 triệu/sản phẩm. Tuy vậy,
mình thấy rất xứng đáng với số tiền mà mình bỏ ra.”
- Ms. Đinh Mai Phương (35yrs, Hanoi) -
“Đầu tư cho đồ nhà bếp là lựa chọn đúng đắn nhất của mình bởi vì mình thấy khi nồi chảo có
đẹp, có an toàn, có chống dính, cách nhiệt tốt thì mới khơi dậy niềm vui vào bếp được. Từ khi
có đồ xịn, mình hay nấu ăn ở nhà hơn, chồng con cũng khen những món ăn ngon hơn nhiều. V
à điều đó làm mình thấy vui và hạnh phúc.”
9

- Ms Mai Phương (Hanoi) -

Those are some confessions of Vietnamese housewifes about their spending on cookware (Cúc, 2
022). From that, we can see insights of premium audiences about cookware, that is If the
product can creates long-term reliability in health and quality, customers always willing to
buy it.

IV. TEFAL’S CUSTOMER JOURNEY

In Vietnam, 76,8% of women are employed. Excluding the propotion that can not work, the
percentage for Vietnamese women that are full-time housewife is very low. This indicates that
Vietnam women are hard-working and specially busy, these traits motivated them to search for
products that could make their life stress-free.
Tefal targeted audiences for the campaign (30+ years old premium women that love cooking)
can be divided into 2 sectors:
1. Employed, successful business women: mostly are 30-55 years old, women in this
category are usually very busy however, they still spend free time to cook and want
convenient cookwares that can save her time.
2. Full-time housewife: mostly 55+, since they spend more time in cooking, a pan that can
brings them enjoyment in cooking is essential, moreover, they need a pan that can
leverage her dishes.
Overall, there similarity is the priority for a pan that is safe & healthy for their family and can be
used for a long time. For them, price is not a challenge anymore.

V. TEFAL’S DIGITAL TOUCHPOINTS

Since every digital channel has a distinct usage culture, firms can use a variety of these
platforms to efficiently reach their target client base. Many youthful Vietnamese users, including
the writer of this essay, uses a variety of online platforms, each with its own set of requirements
and expectations for the goods and services it will offer. With Tefal case, there are some specific
suggestions for the firm to reach their targeted audiences through digital platforms.
Facebook
- Users (Vietnam/Global): 66.2 million/3.03 billion (2023)
Objective Users: Favorite social media of people among 30-44 years old (Ads, 2022).
- Benefit:
+ High levels of interaction, market reaction tracking, consumer feedback, and content
posting options are all combined into a single website.
+ Affordable, versatile, and effective advertising tools.
- Assessment: Currently, the Tefal’s official Facebook page has reached 3.8M likes, acting
as an effective tool in delivering discounts and providing support via Messenger’s chat
tool. But it can be much more than that if you make it more amiable and folkloric by
including cooking advice, recipes, and kitchen storage ideas. To sum up, Facebook is
Tefal’s best digital touchpoint in reaching TA if it used the proper way.
Tiktok
- Users (Vietnam/Global): 68 million/1.7 billion (2024).
- Objective Users: 51,3% of total Tiktok users are 25-55 years old
- Benefit:
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+ The most effective platform in attract users to make purchase from the ads: 67% users
feel encouraged to buy on Tiktok eventhough they didn’t plan to do so (News, 2023)
+ On average, advertising on Tiktok increases a brand's following by three times.
+ Tiktok Shop is built inside the application to make product introductions simpler.
+ Very long using time => more chances for promoting
- Assessment: Perhaps the most influential social media platform for starting a marketing
campaign or building brand's images is Tiktok. Although exact statistics regarding the
age group most drawn to Tiktok commercials is lacking, Tefal can undoubtedly view
Tiktok as a key component of their communication efforts.
Youtube
- Users: 63 million
- Objective Users: 73.5% of 68 million adults in Vietnam use YouTube
- Benefit:
+ Variety in Ads duration (5s, 10s, 15s, unskippable, etc.).
+ Since Youtube is a part of Google, business rating on Youtube can boosts reliability on
Google system as well.
- Assessment: Tefal may expand their TA base by creating cooking-related films on
YouTube, as Vietnamese women are particularly interested in this kind of material.
Additionally, Tefal can effectively raise consumer awareness of the launch campaign by
using Youtube Ads.
Official Website
If above social medias are tools for Tefal to promote & interact with the customers, then
the website is a perfect place to introduce the firm, products, its heritage and quality.
Since they usually purchase all cookwares in the same brand, Vietnamese consumers are
beginning to pay more attention to brands’ quality these days. Tefal should create
websites that emphasise values that are significant to users, like product conveniences,
shipping, guarantee, return policies, international certifications, etc. Moreover, website
should acts as an ultimate sale platform with highest reliability and discounts for buyers.
E-Commerce
The popularity of online shopping has grown dramatically in recent years, and companies
are being forced to increase their investment in these platforms due to consumers'
growing desire to make purchases online. As digital touchpoints, websites like Shopee,
Lazada or Tiki should acts as distributor of Tefal’s products that can reach more online
shoppers.

VI. TEFAL COMMUNICATION PLAN

VI.1. Objectives

[Link] marketing
communications should
accomplish four things:
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VIII. establish a
connection, promise a
reward, inspire action
and stick to the
IX. memory
[Link] marketing
communications should
accomplish four things:
XI. establish a connection,
promise a reward,
inspire action and stick
to the
[Link]
Effective marketing communications should accomplish four things: establish a connection,
promise a reward, inspire action and stick to the memory (Kotler, 2011). Moreover, the goals
need to adhere to the SMART model.
Marketing Objectives
- Successfully launching “Unlimited” Pan to Vietnamese targeted market (detailed KPIs will
shown later).
- Increase brand
- Increased online attention (more followers on Tefal’s social accounts, more searches about the
brand/product, more orders).
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- Effectively utilise and approach all digital touchpoints (all vital digital channels should be
exploited for the sake of the progam).
Communication Objectives
- To shift customers’ thoughts: In order to illustrate how Vietnamese shoppers' perceptions about
Tefal might change for the better, I created a map based on market trends and current
preferences.

Figure 7: Tefal's Task in IMC

- Constantly remind Vietnam users that Tefal is the number 1 in the world in cookware products.
- Targets should be excited about the launching campaign.
- All digital touchpoints should be exploited.
The results of post-campaign analysis and study will indicate whether or not all of the goals can
be achieved. Taking the market, goals, and budget into account. The firm can anticipate a slight
surge in sales and an increase in Tefal's brand awareness in the first month following the
campaign's launch. Detailed figures will be provided after the completion of the specified stages.
6.2. Big Ideas – Messages

Big Ideas “Chìa khóa của sự trọn vẹn – The key to fulfilment”

An integrated marketing communication campaign use a variety of media

and platforms to convey the following message to target customers:
Cooking might become resilient and unsatisfying if kitchen tools are not
What is it?
convenient enough, just like a closing door that locks good things in life.
Choosing Tefal pan items will provide the consumers a key to open the
door – solve the problems, bringing them a complete pleasure.
 13

How can The product is made with Tefal’s 3 most advanced & exclusive technology
Tefal’s that can solve kitchen issues like: product sustainability, when the pan hot
Unlimited Pan enough to start cooking and uneven cooked food. The brand’s heritage and
can do that? services will add up to the consumer’s journey to a better life.

TV: An advertisement broadcasted during dinner & lunch to deliver the

message
How the idea
Digital: A multi-channel campaign with the hashtag #TronvenvoiTefal.
can be applied?
OOH/DOOH: Banners, posters about choosing Tefal is a smart way to
make your life more complete.

Key Message
“Chìa khóa của sự trọn vẹn – The key to fulfillment”: The message implies that Tefal new
Unlimited Pan is a way for customers to reach closer to their ideal life – safe, convenient and
totally stress-free about the product’s usage lifetime.
Sub Messages for each Phases
Early phase (kick-off):
- Đã bao lâu bạn rồi bạn chưa vào bếp?
- Từ khi nào việc nấu nướng trở nên thật phiền toái?
- Người Việt xứng đáng với thương hiệu số 1 toàn cầu
Constantly remind clients with the first two questions to express their concern about not owning
a nice pan that is genuinely beneficial for cooking. The third question will be used to raise public
curiosity and urge audiences to look up the brand.
Engagement:
- “Tefal – chìa khóa của sự trọn vẹn”
By approaching multiple touchpoints with different forms of contents, the campaign expected
consumers to receive the the meaning of the message.
Amplify:
- Encourage people to start using the hashtag #TronvencungTefal to share their thoughts
about the product.
6.3. Digital Touchpoints Planning

Touchpoints Activity Content

Social Media
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Facebook - Running Boosted Page Posts Ads for 2-4 - Bosst 2 posts to announce the launching
posts (better reach) with the key idea is to remind
- Page Post Engagement Ads (better Vietnamese customers to get a new/better
engagement) non-stick pan and introducing Tefal, 2
- Feature Videos Ads (for TVC) posts about the Unlimited Pans (where
- Livestream (1-3hrs) Saturday night can find it? Discounts, features, etc.)
everyweek. - 2 last post will use Page Post
Engagement for more interactions with
customers with the idea about real
product reviews and promoting the
product (where it can be found?
discounts, price, post-purchased support
etc.).
- TVC content: 2 women (both are
Tefal’s target customers) – 1 is a
successful business woman, 1 is a
enthusiast housewife, both of them all
having trouble with cooking (time-
consuming, uneven & improbably cooked
food). One day, their pan suddenly broke
and they have to buy a new pan, they
both chose Tefal and immediately feel
great after using it.
Tiktok - Run In-Feed Ads - Animated banners about the incoming
- Top View Ads Unlimited Pan (special features, price)
- A 15s short videos indicate that
Vietnamese consumers now can approach
to the best cookware brand in the world.
Youtube - Pre-roll Ads - TVC content: same as Facebook
- In-Video Ads - With bumper Ads (6s duration Ads), it
- Bumper Ads must have the Big Idea “chìa khóa của sự
trọn vẹn”
OOH/DOOH
3D LED - Rent a LED Promoting Screen in 14 Lê - A 10s long video that contains image of
Lai, Vòng Xoay chợ Bến Thành, Quận 1 the Unlimited Pan that being coated in
and Ngã Tư Hàng Bài, Lý Thường Kiệt, high-resistant titanium material.
Hoàn Kiếm, Hà Nội* - Digital Banner, banner in elevators
- Promoting in supermarket
POSM at - Promoting banners in big Supermarkets: - Purchases promoting banners during the
Supermakrets Vincom Đồng Khởi, Aeon Mall Citimart, campaign.
Lotte Mall Tây Hồ, Aeon Mall Long Biên.
Online Platforms
Website Banners, Special Discounts, etc. - Creating a welcoming and comfortable
experience for users
Email - Sending information about the project via - Introducing to customers the duration of
 15

Marketing** email the event

PR Articles - Hire some writers of reliable sites like - The article will emphasizes about the
VN Express importance of having a good non-stick
pan, then introduce Tefal as a top-notch
brand with the newly launched Unlimited
Pan.
Google Ads - Running Ads on Googles’s platforms like - Pop-up images about Tefal and
the Google search tool. Unlimited Pan

*: Since District 1 and Hoan Kiem District are considered one of the most premium living areas
in Ho Chi Minh city and Hanoi, equipping a LED billboard will gain massive attention.
**: Since many project’s target customers use email with higher frequency, attract them through
this platform is a good opportunity.
6.4. IMC Planning

Kick-off Engagement Amplify

Duration 2 weeks 2 months 2 weeks
Time 10/11/2024 – 25/11/2024 26/11/2024 - 26/12/2024 27/12/2024 – 11/1/2024
Key Message “Đã bao lâu bạn chưa Tefal – chìa khóa của #TronvenvoiTefal
vào bếp? Hãy kể Tefal sự trọn vẹn
nghe câu chuyện của
bạn”
– “Vì Người Việt xứng
đáng với thương hiệu số
1 toàn cầu”
Budget 500,000,000 VND 2,500,000,000 VND 1,500,000,000 VND

The end and beginning of the year are the busiest times of the year for many Vietnamese people
because not only do business-related tasks need to be completed, but there are also several major
holidays coming up at this time, such as Lunar New Year, Christmas, and New Year. People
become exhausted as a result of their hectic lives, and they seek for goods that will make their
lives simpler. Furthermore, Vietnamese families frequently change their old cookware in quest of
fortune, which is why the specified period can benefit Tefal.
6.4.1. Phase 1 – Kick-off
Objectives
- Increase Tefal’s media followers and public awareness about the Unlimited Non-stick Pan.
- Arouses consumers' desire for high-quality family kitchen appliances.
- Introducing Tefal’s popularity in a large scale.
Key Messages
“Cùng Tefal dẹp mọi lo toan”: commitment to the sake of users
“Vì Người Việt xứng đáng với thương hiệu số 1 toàn cầu”: confirming about the brand’s quality.
Execution
1. Social Media: 2 Facebook posts (with Page Post Engagement & Bossted Page Ads)
Creating posts that indicate the Key Messages
“Đã bao lâu rồi bạn chưa vào bếp? Kể Tefal nghe câu chuyện của bạn”
16

Encourage people to share their stories and create a friendly, sympathetic image of Tefal.
2. OOH: Advertising banners with the message “Vì Người Việt xứng đáng với thương hiệu
số 1 toàn cầu” will be appear in big supermarket chains in Hanoi and Ho Chi Minh city.
3. Website: Work with The Locals agency to updating website’s visual to align with the
project.
4. PR Articles: 2 articles with 2 subjects: “Vietnamese struggle in finding a good
kitchenware brand” and “Tefal – the world best cookware supplier” will drive reader’s
notice, articles will be published on Báo Mới, VnExpress, Dân Trí.
KPIs
1. Social Media:
- 845,000 reachs for each post
- 10,000+ reactions for each post
- Click-through rate: >1,8%
2. PR Articles:
- Read number: >20,000 on all platforms
6.4.2. Phase 2 – Engagement
Objectives
- Increase Tefal’s media followers and public awareness about the Unlimited Non-stick Pan.
- Promoting the Unlimited Pan’s values: healthy, long-standing, convenient.
- Omni-channel reach with digital touchpoints.
- Acknowledge targeted audiences the sales campaign.
- Tefal's image of fulfilment, style, and safety has been successfully created among Vietnamese
clients.
Key Messages
“Tefal – chìa khóa của sự trọn vẹn”: using Tefal products (Unlimited Pan) is a shortcut for an
easier life.
Execution
1. Social Media: 1 Facebook post about the Unlimited Pan; 1 TVC (30s) on Tiktok,
Facebook and Youtube.
2. OOH: Increase advertising signs density and the coverage in new areas, including four
large apartment buildings (2 in Ho Chi Minh city, 2 in Hanoi) and three central buses (2
in Ho Chi Minh city, 1 in Hanoi).
3. DOOH: Start running ads on LED screens
4. Google Ads
5. Launching a special discounts: Tefal will give away an Unlimited Pan to each customer
with an order receipt totaling more than 8,500,000 VND. The event is only available to
consumers who purchased the products through Tefal's official website and shop.
6. Launching special discounts exclusively on e-commerce platforms (Tiki, Shopee Mall,
Lazada). The discounts including Freeshipping for urban area, 30% sales in the first 24
hours.
KPIs
1. Social Media:
- Gain total of 8 million traffic from all platforms
- Have over 10,000 interactions with Facebook posts, over 5000 views for the TVC on
Youtube, 100,000 view on Tiktok.
- Gain 30,000 conversions to desired websites.
17

2. E-commerce:
- 100 orders in the first day
3. Wholesale:
- reach 100,000,000 VND in sales
6.4.3. Phase 3 – Amplify:
Objectives
1. Creating a sales boost in the first week of the phase (27/12-4/1),
2. Converting audiences into buyers
Key Messages
- Hashtag #TronvenvoiTefal
Execution
1. Social:
- The campaign starting to pursue people more through Tiktok, Youtube and Facebook
videos about using Unlimited Pan. Then, collecting reviews from Phase 2 customers and
use it for marketing. People who own an Unlimited Pan may record review videos and
share their thoughts about the product with the hashtag on social media too.
- Collaborate with some influencers to use the hashtags in their videos.
2. OOH: maintaining Phase 1 & Phase 2 methods.
3. Livestreaming: invite seasoned chefs to attend the livestream session (4 sessions).
Expected contents are QnA about the product, how to use the pan, cooking tips and best
recipes for the pan.
KPIs
1. Social Media:
- >10,000 posts, videos using #TronvenvoiTefal hashtag
- 500,000 new audiences reach.
- At the end of the project, reach new 1.000 new members in the website, 10.000 likes on
Facebook, 1.500 new subcribers on Youtube, 5.000 Tiktok followers.
- Total livestream views: 3,000
2. E-commerce:
- Sales: 200,000,000 VND of sales in the end of the campaign.
3. Wholesales:
- Sales: 300,000,000 VND of sales in total.

VII. REFERENCE
Works Cited
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