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1 Introduction
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2 Danh sách Trần Ngọc Minh Nhi - 719H0887
thành viên Trần Gia Hân - 719H0852
nhóm Phạm Nhật Quang - 719H0107
Phạm Vũ Lan Anh - 719H0737
Nguyễn Khánh Tâm - 719H0114
Phan Nguyễn Ngân Anh - 719H0829
Đỗ Kiều Trinh - 719H0922
Nguyễn Lâm Thùy Trang - 719H0920
*Note ra các thành viên làm phần nào của Proposal
4 Pet industry in The pet industry is considered to have great potential in
Vietnam Vietnam is gradually developing and more and more foreign
businesses are looking to exploit the market.
The increasing trend of dog breeding combined with the
importation of Western culture has given rise to the demands
for food, health care, beauty for pets, and the level of
willingness of pet owners to pay is also increasing.
Pet industry in According to a report by Pet Fair Asia in the image below, the
Vietnam (LA) sales of the pet care industry in Southeast Asia is 4 billion
USD, of which Vietnam accounts for 13% of the equivalent of
500 million USD and forecasts 11% growth a year, which
confirms the potential of the pet market is huge.
7 Purchase According to the survey, the cost of buying pet food accounted
behavior for for 77% while the proportion for buying accessories and care
pet industry was 23%.

8 Food and According to the survey, 14% of pet food is dry or canned
purchase food, 29% use fresh-made food. However, 51% of them prefer
frequency the use of canned and home-made food. This is also
understandable when dry food has the advantage of being
convenient, easy to use, easy to use. Meanwhile, wet food has
more nutrients and taste. Pet owners tend to combine the two
methods for pets.
9 Pedigree Company
Introduction Pedigree là một công ty chuyên về sản xuất thức ăn cho chó có
quy mô lớn có trụ sở tại nước Anh được thành lập vào năm
1972, là trực thuộc tập đoàn Mars. Với mong muốn mang đến
cho những chú chó những bữa ăn không chỉ no mà còn giàu
dinh dưỡng, chất lượng đảm bảo.

10 Pedigree Product
Introduction Dog food products come from Pedigree a variety, for a various
kinds of dogs of different ages.
In addition, the nutritional content of products from this brand
is also calculated based on the foundation of an extensive
understanding of dogs, along with modern production lines,
ensuring safety, ensuring nutrition and health for dogs in each
 family.

Chèn tượng trưng 1 cái ><

11 Pedigree Strengths: Weaknesses:
SWOT  Customer trust  Lack of strong
 Deep understanding of presence in emerging
customer needs. markets
 Focus on social causes.  Expensive: Puppy
 Emotional advertising prices are higher and,
campaigns in many countries,
have not yet formed a
culture of pet food
 Excessive focus on dog
food
 Poor customer reviews
Opportunities: Threats:
 The demand for pet  Alternative threat: Pet
food is increasing. food is only popular
 Increased sales outlook among the urban elite.
 in emerging economies  Pedigree Pet Food's
 Weight management of main competitors are
pets Nestle Purina Limited
and Procter & Gamble
Iams. These brands
bring stiff competition
to Pedigree.
12 Target Location: The pet industry is considered to have great
Audience potential in Vietnam and is growing strongly. The growth of
pet food purchases is mainly limited to major cities, especially
Ha Noi, Hai Phong, Da Nang, Ho Chi Minh, Can Tho.

13 Target Age and gender

Audience Target customers are mainly from 20-50, mostly female
87% of customers search for information online, however, pet
owners still face difficulties such as lack of accurate pet care
information, difficulty finding reputable clinics, not being
provided with clear information about the quality of service
and price,...
 65% of the population under the age of 35 has pets and tends
to learn pet-related product and service information through
the Internet.

14 Target Income
Audience
15 Target Behavior of pet owners
Audience The most commonly chosen breed is the Poodle (41.59%). Up
(KC) to 28.32% of dogs are given/donated from acquaintances, then
bought for 5-10 million VND /child (24.78%), 10-15 million /
child (16.81%), 15-25 million / child (12.39%) and over 25
million / child (5.31%). Dogs were brought home for the
majority of 2-3 months (53.98%) and were vaccinated
73.45%. The cost of raising a dog for a month ranges from
0.5-1 million VND (33.63%) and 1-2 million VND (25.60%),
of which the cost of beauty services (50.59%), clothes and
accessories for pets (21.73%).
Những hoạt động làm chung n Tỷ lệ (%)
Đi dạo 83 29,64
Chụp hình 67 23,93
Mua quần áo 57 20,36
Ngủ chung 44 15,71
Đưa đến các bữa tiệc 18 6,43
 Tổ chức sinh nhật 11 3,93
Role of Awareness:
digital Reach target
(Digital audience,
Objecti especially,
ve) dog lovers.
Increase brand
awareness
through
owned media.
Engagement:
Generate
brand
involvement/
interaction.
Transaction:
Generate leads
and sales
Reputation:
Generate
WOM,
generate
loyalty.
19 Digital Statistics for digital behavior
behavior 1 Paste hết 4 ảnh trong doc vô
16 Digital Facebook
behavior Most owners have a hobby of posting cute fun everyday
moments of dogs on the group. Analyzing the members' recent
activities, each post about dogs received an average of 1620
interactions, 248 comments and 18 shares.
Here are the Facebook community groups set up for dog and
cat lovers who gain the most attention.
- Dao Cho – 145k members
- Yeu Cun Co VN - 463k members
- Chia se kinh nghiem cham soc cho meo - 221.6k members
- Hoi tim chu mien phi cho cho meo - 335.2k members
- Nghien cho meo - 275.1k members

17 Digital TikTok
behavior Topics related to dogs and cats or pets also received a lot of
attention from the Tik tok online community with from tens of
millions to hundreds of millions for the topics below.
#chó - 668 million views
 #thúcưng - 377.9 million views
#cún - 226.6 million views
#chómèo - 55.3 million views
#chómèohàihước - 31.9 million views
#chamsocthucung - 30.2 million views
18 Digital Instagram
behavior Instagram attracts users thanks to its simple, easy-to-use
(LC) platform. For dog lovers, this is a place where stress can be
relieved and entertained by photos and videos of everyday
dogs, shared by the pet's owner. The following are pet-specific
Instagram accounts that receive millions of followers from the
online community.
@Itsdougthepug - 3.8 million followers
@jiffpom - 9.9 million followers
@marutaro - 2.5 million followers
@juniperfoxx - 2.9 million followers

Dog accounts always attract a large number of followers

because of the frequency of posting photos and videos daily,
along with hashtags expressing the personality and style of the
dog.
#doglife (47,924,172 posts)
#dogoftheday (67,282,036 posts)
#dogphotography (14,339,499 posts)
#cutedogs (14,871,957 posts)

20 Competitors Fitmin
(main) Fitmin is a brand founded in the 1990s, founded by the
Stepanek family in the Czech Republic. Fitmin Vietnam is a
dog and cat food brand imported directly from Europe, which
 has been present in the Vietnamese market since 2015. We
always want to provide Vietnamese dogs and cats with
nutritious and European food sources.
Segment: affordable.
The price of Fitmin dog food: ranges from 263,000 VND / 3kg
to 950,000 VND / 15kg.
21 Competitors Dog Mania
SmartHeart dog food is a line of dog products, manufactured
by Perfect Companion Group - Thailand and imported and
distributed in Vietnam by Perfect Companion Vietnam.
Product segment: affordable
Smartheart's product lifecycle is suitable for pet from under 3
months to over 12 months of age
Products range from singing food, cakes to wet food,..
Smartheart has small brands such as Smartheart Gold,
Smartheart Power Maxx, Smartheart Power Pack,...
The price of Smartheart products ranges from 46,000/500g to
1,250,000/20kg
22 Competitors Smartheart
Dog Mania was founded in 1983, by Jelipet, South Korea.
Officially imported and distributed exclusively in Vietnam in
2017 by Fusion Group. Jelipet Korea is dedicated to providing
not only healthy pet food, but also promoting a natural
approach to a pet's life. Founded in 1962 and headquartered in
Daejeon, JELIPET is a long-standing food company
specializing in food in Korea. Jelipet has worked a single path
over 50 years since the infancy of South Korea's domestic feed
industry.
Affordable segment.
 Dog Mania Premium dog food has an average price ranging
from 280,000 VND to 300,000 VND for 5kg of products.
24 Competitor Fitmin
Intelligence
25 Competitor Smartheart
Intelligence
26 Past Campaign 1 Making the brand a dog’s best friend
Performance
(GH+ Quang) Paid: To share real stories about real honesty, credibility, dogs
and strength, Pedigree collaborated with TBWA London and
TV produced by Juice Creative. Also, a advertising -
supported of Pedigree Adoption Drive was applied to raise
awareness of the wonderful work done by charities assisting
abandoned dogs "behind the scenes.".

Owned Media: To make customers understand their campaign,

the website is a platform to display their ideas. On the website,
it has information about ethical dog ownership and where to
adopt dogs. In addition, they publish the stories of the
homeless canines depicted in the ads. People could sign up to
receive frequent updates on the adoption drive as well as
further information about dog adoption.
+Sending out targeted emails to support the campaign and
reach their customer, raise the traffic of the web.

Earn media:
The company use Public relations (PR) to raise the traffic of
website
The main event of the campaign, which was managed by
Jackie Cooper PR, was the 'big walk' through Battersea.
 Firstly, to raise the campaign, the company has Pedigree staff
and the spokesman Neil Morrisey and his adopted dog Tiggy
joined hundreds of local residents for a walk through
Battersea. Moreover, BBC News 24 and also appeared on
Loose Women and This Morning talking about the Pedigree
Adoption Drive. The story was featured in the Daily Mail and
a number of other major publications, as well as on a number
of blog sites.
Past Campaign 2 TRY PEDIGREE
Performance
Paid: The company hired aCommerce to set up the online
sampling website to create Mars’ top portfolio brands in 3
countries (Philippines, Indonesia and Thailand) and help them
fulfillment and delivery from picking and packing their
product samples.
To spend their budget effectively and reach new customers,
they build awareness through Facebook ads.

Owned media:
Pedigree has More scalable website set up where brands can
have the e-sampling website ready to be launched in just two
weeks. Standard features include an integration set up with the
aCommerce platform, social login, no duplicate registrations,
OTP verification, information matching with sample product,
registration report and dashboard.
Pedigree post free giveaway campaign on Facebook to reach
more consumers.

Earned media: To reach targeted customers about lifestyle,

 age, interest and online social browsing behavior, the company
uses social channels for instance Facebook. In addition, the
customer clicks the link to share their pet name, breed, email
and address to receive a free sample delivered to their homes.
In addition, key online influencers and multiple pet owners
have posted to say thanks because of the company’s samples
that helps the company spread their campaign to more
customers.
Past Campaign 3 Hero-ish
Performance
Paid media: Pedigree hired a agency named BBDO NY to
develop a suite of new assets for the campaign
Pedigree pushish a comic called The League of hero-ish small
dogs, featuring Maltese influencers Coco and Cici,
Pomeranian Bertie, Mini Dachshund Maya, and Yorkie
Ducky. The story follows these canines as they use their
superpowers – which the brand refers to as "hero-ish"
attributes – to rescue the day.
The company publish the two online videos are
“Unintimidator” and “Underestimator” to bring the “hero-ish”
campaign idea to life and spread their campaign to pet owners.
Pedigree also use the Snapchat lens that allows pet owners to
see what superpowers their little dogs believe they have, and
the Snapchat filter immerses people and their pets in the world
of comic books.

Owned:
Facebook, Instagram and Twitter are the main social media to
advertise their campaign. Pedigree published their comic book
 on them. So, people can access and read. In addition, people
can enter to win the Hero-ish Small Dog Contest. Visiting
Pedigree.com or follow along on the PEDIGREE.

Earned media:
In conjunction with the release of the comic book, PEDIGREE
also launched the Hero-ish Small Dog Contest, in which dog
owners across the country can share the superpowers their
small dogs believe they possess for a chance to have their pups
featured in the next edition of "The League of Hero-ish Small
Dogs" comic book. This is a way for them to assist their
campaign reach a wider audience.
Target (KT)
Audience
+Summary
Các bài đăng
tren facebook
Pedigree Key Audience
Campaign Customers between the ages of 20 and 35 have a stable
income. Dog lovers who are busy because of work, are
looking for products full of nutrients, do not take much time to
prepare, reasonable prices are concentrated in 5 major cities.
Pedigree Summary
Campaign The campaign “Sen nào - Boss nấy” helps dog lovers still
show their love to the boss no matter how busy. What's more,
dog babies who feel the love of dog lovers will learn and
express it to you and to others.
Pedigree POE Strategy
Campain
Budget
Timeline