Analyse the customer behavior of KIDO FOODs

1. Target customers of KDF: across age ranges with different income segments:
- For ages 6–12, there are Merino Cool Cutie Bear, Fruit Tree, Vanilla , Welyo Kidz, Welyo yogurt;
- For ages 13-19, there are teenage products like Merino X, Yeah, Superteen, and Cup.
- For ages 20-30 (segment of youth and young people with income) has Celano product line.
- The remaining boxed ice cream product is mainly for mothers and family (30–45 years old).
2. Customer buying decision behavior
- Complex: (LOW)
+ Consumers undertake complex buying behavior when they are highly involved when the product is
expensive, risky, purchased infrequently.
+ On the other hand, Merino uses mass distribution strategy since ice-cream is a popular product, can be
found everywhere (Merino has more than 120000 product distribution points) and has a relatively cheap
price segment.
+ As the result, their buyers will choose this products without learning process or conduct a research
about them.
- Dissonance – reducing:
+ Inspired by trational ingredients, Merino caters to a wider range of demographic and preferences. With
traditional flavors like Green Beans, Red Beans, Taro and Durian, Merino products are available from
North to South, everywhere, from supermarkets to grocery stores, from schools to entertainment areas,
…
+ This brand will provide belif to customers, with maketing strategies such as trial and evaluation to
attract more customers who are wondering about the products.
- Habitual:
+ With its vivid design, delicious taste and refreshing coolness, Merino offer their consumers a
comprehensive experience. Not only that, Merino also creates “endless joy” anytime, anywhere.
+ This lead to the leading market share in the Vietnamese ice-cream market, has 100% brand awareness
and TOM (top of mind) over 40%. In the coming years, Merino will continue to maintain this leading
position.
- Variety-Seeking:
+ Merino has created many promotions and advertisements by using mass media to increase product
presence in the market and reach a wide audience in many different segments, not limited to
geographical areas.
+ There are only a few brands that focus on building characters that represent their product lines, like
Kido's Merino and Wall's Paddle Pop. In particular, Merino has acutely recognized the importance of
bringing brand image associated with consumer emotions and leveraging media on social media channel
with the duo Ice Cream & Bear.
+ In this market, functional value factors such as taste, product size and price are the main advertising
messages that businesses often choose to communicate to consumers and compete with others.