KIM MAI

Fruit Farm Project

Strategic PR Planning
COMM2381_15s3

Dang Thuy Quynh - s3410306

Le Thi Quynh Anh - s3501320

Lecturer: Nguyen Khanh Hoa

Vo Thi Hong Hao - s3500327

Pham Le Ngoc Quynh - s3500343
Nguyen Khac Duy - s3408940

OUTLINE
Introduction, Vision, Mission, Values
SWOT analysis
Target publics + Insights
Goals, Objectives, Key messages
Creative Strategy
Tactics
Budget, TImeline, Evluation

Visio
Develop
as an innovative
n

pioneer in agriculture sector

Missi
Commit
to
provide
green
yet
on
safe agricultural products

VALUES
High
quality

Reliable
brand

Safe
farming

- GlobalGap Certificate
- Excellent farmer of the year 2013
- Having brand name
- Large quantities in each harvest
- Having website
- Long-term experiences in producing Cat Hoa Loc

- Website is under development

- Low brand awareness
- High price

- Consumers prefer buying green fruits

- Supermarket is well-known for safe
products
- Modern housewives prefer going to
supermarket

- Consumers prefer Cat Hoa Loc mangoes from

Mekong Delta
- Weather
- Two GlobalGap competitors in Mekong Delta
- Consumers do not choose fruits based on brand

PROBLEM
Kim Mai Fruits are low-awareness in the market

OPPORTUNIT
Y
Green fruits become a trend in the market , with
GlobalGap certification and experiences in
planning green fruit, Kim Mai could be an ideal
brand for the market .

Primary Publics
Supermarkets/ Retailers
Distinguisha Supermarket chains in 25 big cities of Vietnam (Coop Mart, Big
C,...)
ble
Homogeno
us

Interested in healthy & safe fruits

Reachabl
e

Social media, articles, TV program,...

Size
Importa
nt

15 different supermarket chains & 5 qualified

distributors
Supermarket can import large quantity of Cat Hoa Loc mangoes
from Kim Mai farm

Supermarkets/ Retailers
Target List
Main place: Coop Mart (HCMC) & Fivimart (Hanoi)

Others:
- Big C
- AEON
- Citimart
- Lotte Mart

- Vinmart
- Hanoi Supermarket
- Satra Food
- Ben Thanh Market
- Metro
- Binh Tay Market
- Saigon Supermarket
- Binh Dien Market

Primary Publics
Supermarkets/ Retailers Insights

We do care of consumers needs to seek for the on-

trend products to satisfy them. When they ask, we can

offer them immediately.

Secondary Publics
Consumers
Distinguisha
ble

Aged 30-50, living in HCMC & HN, middle income (610m/month)

Homogeno
us

Interested in healthy & safe fruits

Reachabl
e

Social media, articles, TV program,...

Size

Importa
nt

28.3% (personal use) & 36.2% (household use) go to

supermarket
Main users pay & use products
Spread information & experiences through word of mount
(W&S Vietnam Market Research 2014)

Secondary Publics
Consumers Insight

Purchasing the green yet safe agricultural products for

my familys meal is a great daily concern. I do not know
which is the quality one.

CAMPAIGN'S
GOAL
Increase customer's awareness that Kim Mai
is high quality and reliable brand for safe
farming, Global Gap certificate

Healthy CAT HOA LOC

mangoes

OBJECTIV
ES
Awarene
ss

Attitud
e

Action

Achieve 75% of target publics aware the brand by the

end of April 2016

OBJECTIV
ES
Awarene
ss

Attitud
e

Action

Get 70% of target publics think that Kim Mai Mangoes quality is as
good as Mekong Delta mangoes by mid April 2016

OBJECTIV
ES
Awarene
ss

Attitud
e

Action

Get 15% of target publics visiting Kim Mai farm by the end
of April 2016

KEY
MESSAGE
Kim Mai fruits are produced based on Global Gap
standards that can strongly assure to meet people
demands on high quality yet safe fruits.

KEY
MESSAGE
Kim Mai fruits are safe and produced based on Global Gap
standards, especially Cat Hoa Loc mangoes

Supermarkets

End-consumers

That can satisfy

That can make you feel

assured when buying for your
family.

supermarket target

BIG
IDEA

THE DROP OF PERSPIRATION OF

TRUTHFUL FARMER

CREATIVE
STRATEGY
WHERE
Media coverage: Social media, PR articles,
viral clip

HO
W
By delivering story of how truly mangoes have been grown
up by the image of a truthfully hard-working woman - Ms.
Kim Mai

WHA
Impact
T

to end-consumers
supermarket chains

side

to

approach

TACTICS
Engagem
ent

Before
launching

Launchi
ng
Phase
3
Phase
2

Phas
e1

Phase 1 - Before
launching

Viral
Video

TACTICS
Engagem
ent

Before
launching

Launch
ing
Phase
3
Phas
e2

Phase
1

Phase 2 Launching

Media Tour for

Journalists

Phase 2 Launching

Talk Show on
VTV1

TACTICS
Engage
ment

Before
launching

Launchi
ng
Phas
e3
Phase
2

Phase
1

Phase 3 Engagement

Annual Report
Customers Attitude Report

Phase 3 Engagement

Leaflets

Email
Alerts

Phase 3 Engagement

Invite Trading Department to Kim Mai

Farm

Timelin
e

Budg
et

Output

Evaluati
on

Counting
- Views, like & share viral clip
- Click on the PR articles
- Journalists enjoy the visiting tour
- View rate on VTV talk show
- Recipients reply on the report
- Click to open the email alert

Outcome

Evaluati
on

Online survey, direct Survey at supermarket chains:

- Target publics perspective about green food change
- Target public has a positive attitude toward safe and green products from Kim
Mai farm
- Target publics compare between Kim Mai fresh fruits and other unbranded
products
- Target publics are willing to have trial and seek for Kim Mai products

THANK YOU

Reference
Clifford , C 2014 , Why is your brand is more important than your product, viewed 15 December 2015 , <
http://www.entrepreneur.com/video/239915>
DeMers J 2014 , The top 10 benefits of social media marketing , viewed 15 December 2015, <
http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/>
Dinh , T 2011, There are more and more consumers prefer to purchase in Supermarkets, viewed 15 December 2015,<
http://www.vietnamplus.vn/ngay-cang-nhieu-nguoi-thich-mua-sam-o-sieu-thi/110334.vnp>
Horn 2005 , Are brand names really that important, viewed 15 December 2015 <
http://pubs.ppai.org/2005/07/are-brand-names-really-that-important/>
Nhan Dan 2014 , Producing GAP stil remains its limit , 15 December 2015, <
http://www.nhandan.com.vn/kinhte/tin-tuc/item/24306802>
Phuong Trung 2004 , When will Vietnamese fruits own the reputation? , viewed 15 December 2015,<
http://nld.com.vn/kinh-te/trai-cay-viet-nam-bao-gio-co-duoc-thuong-hieu--72164.htm>
Uyen Nhu 2014 , Consumers remain skeptical even imported fruits are controlled strictly,viewed 15 December 2015, <
http://www.baohaiquan.vn/Pages/Chat-luong-trai-cay-nhap-khau-Quan-ly-chat-nguoi-tieu-dung-van-hoai-nghi.aspx>
W&S Vietnam Market Research 2014, 'Comparative Report on Lifestyle study in Thailand, Indonesia and Vietnam in
2014', Viet Nam.