Yomost

Marketin
Gies
Strate
Đặng Thành Long
Nguyễn Huỳnh Kim Long
Nguyễn Lê Nhật Quỳnh
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Bùi Xuân Phát
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 CONTENT
 I.EXECUTIVE SUMMARY 3
 II.SITUALATION ANALYSIS 4

 CONTEXTS

 Market and Strategies

 SWOT

 STRENGTH

 WEAKNESS:

 OPPORTUNITIES:

 THREATS:

 III.COMUNICATION 11
 STRATEGIES:

 OBJECTIVES:

 TACTICS:

 BUDGETS:

 Vehicles:

 Rationale:

 Impression:

 FLOW CHART:

 IV.BIG IDEAL 18
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I.EXECUTIVE SUMMARY
These days, people's lifestyles have been improved greatly. Therefore, nutrition is also
more than needed, from there it establishes young people their senses of style and
personalities. And a lot of companies are producing more milk-based brands for customer
satisfaction, especially the young audience. This report is created to bring insight to the
interaction between customer and the Yomost brand, a fruity drinkable yogurt product
brand that quench your thirst with the tangy taste of fruits like strawberry, oranges…etc…..

The goals of this campaign is to penetrate the youth market from the age groups of 16-
25. Considering our targeted age group we have a diverse way of approach with our
product via social media, social activities and PR activites. This campaign will focus on
heavily populated urban region for ease of transportation and great consumption rate.
However the recent marketing campaigns have shown that the brand is out of touch with
the age group that they are targeted at.

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II.SITUATION ANALYSIS:
CONTEXTS:
Company:

 FrieslandCampina is a Dutch multinational dairy cooperative which is based in Amersfoort,

Netherlands. It is the result of a merger between Friesland Foods and Campina on 31
December 2008
 It is the world’s largest dairy co-operative and one of the top 5 dairy companies in the world
with annual revenue of 11 billion euros (2016). FrieslandCampina has branch offices in 33
countries and employs a total of 21,927 people.

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II.SITUATION ANALYSIS:
CONTEXTS:
 VUI KHỎI CHÊ
Recent campaign:
 SAU GIỜ HỌC, ĐẾN GIỜ YO!

 BÙNG NỔ NĂNG LƯỢNG YO!

 CỨ QUÁI, NGẠI GÌ!

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II.SITUATION ANALYSIS:

Market:

 The demand for milk product is increasing 9% per year on average, or 27-28
liters each person per year, which is surprisingly huge
 A lot of milk brands have been established and more to come: Vinamilk, Nestle
VN, Nutifood, TH True Milk, etc.
 There's a big competition among 3 milk-based products: Milk powder, liquid milk
and drinking yoghurt

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II.SITUATION ANALYSIS:

Market and Strategies:

 With the new slogan of “yomost đẩy lùi mọi tiêu cực” (translation: “yomost beat
back the negative feelings”) we hope to improve the brand catchiness and make
more people accsociate yomost with a more energetic mindset and help
increase the popularities with the young adults demographic.
 Our goals is to raise the profit of yomost 5% in comparison to 2018 and bring it
on par with many popular drink brand like TH true milk.

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II.SITUATION ANALYSIS:
SWOT:

Strength:
 The budget of FrieslandCampina in general and Yomost in specific is vast and
very plenty
 The brand Yomost is very famous in Vietnam, some might consider it a powerful
player in the milk market
 A vast man power pool
 FrieslandCampina have an advantage in technologies
 Good quality management
 High potential for newer product developments
 Have unique taste that the other competitor have.

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II.SITUATION ANALYSIS:
SWOT:

Weakness:
 Vietnam policies hamper international investment from the main corporation
 In public relation area, the average competitor brands appeal to a wider
audience than Yomost
 The products is hard to find in small retails shop and shop chains in Vietnam,
which hampered it’s growth
 Product coverages only encompassed urban region and it is not popular
 Most campaign is out of touch
 Usually being mistaken as fruity flavored milk.

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II.SITUATION ANALYSIS:
SWOT:

Opportunities:
 Vietnam have a good demand for milks related products, the market for it is very
vibrant
 Good environment for investment
 Vietnam have a growing gdp and have an increasing disposable income among
it’s population
 Huge supermarket chains like Big C, Coop, Aeon……….
 Foreign products is highly regarded in Vietnam.

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II.SITUATION ANALYSIS:
SWOT:

Threats:
 Prices change frequently
 Not very interactive and proactive in their business strategy
 Very strong competitors such as Vinamilk (famous brand, strong marketing
strategries, can replace yomost)
 Since main target audience is young adults, they tends to change product usage
a lot.

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III.COMUNICATION:
Strategies:
 The campaign will invole social media coverages, social events, sponsored university
activites and traditional commercial on television.
 The main focus will be on social media pages like facebook, twitter, youtube……etc.
 The campaign will invite popular influencers to promote their brands.

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III.COMUNICATION:
Objectives:
 The targeted demographic is from 18-25 with stable income or more.
 Mainly focus on urban area like Hanoi or HCM city.
 The campaign will run from 2020 to 2022, the television commercial will run in prime
time slot form 19h-20h.
 We will create a social media team to create a fanpage on facebook where we
actively interact with potential custommers

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III.COMUNICATION:
TACTICS:
Vehicles:
 Facebook: in combination with our page, co-operation with other popular page
like FAPtv will help spread our image across the platforms, along with facebook
ads on the content of such pages.
 Youtube: 5s to 15s second ads on trending video to counteract the low attention
span
 Messager and instgram: stories ads
 Public transport: decals advertiements on the side of buses route where there is
heavy student usage like route 55
 Coupon will be hand out at super market chains and in collaboration with
electronic payment companies.
 Prime time commercial from 19h-20h
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III.COMUNICATION:
TACTICS:
Rationale:
Facebook and other platforms offer great interaction chances with the customer and
influencers can offer by word of mouth. We aim to consolidate a stable and
memorable slogan for the brand.

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III.COMUNICATION:
TACTICS:
Impression:
A series of Short and straight to the point advertiements with the new catchy slogan
to make the brand stand out more.

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III.COMUNICATION:
BUDGETS:
 Total budgets: 1.250 billion VND
 Social media budgets: 300 mil VND
 Commerical: 200mil VND
 Other: 350 mil VND

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III.COMUNICATION:
FLOW CHART:
MEDIA CONTENTS NOTES PRICES (VND)
Facebook Fanpage and collaborations Maintain up until Oct 2020 100 million

Youtube Short 5s and 15s ads Maintain up until Oct 2020 50 million

Instagram Story and interactive ads Maintain up until Oct 2020 50 million

Sponsored activeties In high schools or university collaborations Maintain up until Oct 2020 in 50 million
FPT, Art, HUtech university

Influencers Feature episodes and sponsored contents Maintain up until Oct 2020 50 million

Buses and Bus Stops Poster on side of buses and on bus stop wall Maintain up until Oct 2020 550 million
On route 55,24 and 8

Billboard Intersection and crossroad Maintain up until Oct 2020 100 million
In distric 1, 2, Binh Thanh and
Go Vap

TV commercial Prime time slot from 19h-30h Maintain up until Oct 2020 200 million
On htv and vtv
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IV.BIG IDEAL
The campaign focus on the stress reliving side of yomost and it nutritional value by
recreating stressful situation that everyday young adults face like homework, social
responsibility and family. Yomost in such situation act like a healthy comfort food
that take your mind out of the situation at hand.

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IV.BIG IDEAL

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