RMIT International University Vietnam

Assignment Cover Page (INDIVIDUAL)

Subject Code: MKTG1924B

Subject Name: Introduction to Advertising

Location & Campus (SGS or HN) where HN

you study:

Title of Assignment:
Client Research
Student name:
Nguyen Thi Nhu Quynh
Student Number: s3880896

Teachers Name: Linda Nguyen

Group Number: 02

Assignment due date: 30.04.2021

Date of Submission: 30.04.2021

Number of pages including this one: 13

Word Count: 1439

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Client Research Template

Client (parent company): Nestle Brand (product/service): La Vie Sparkling Water

Student’s name: Nguyen Thi Nhu Quynh

THE BRAND INTRODUCTION

A. Primary features/benefits in order of importance (remember “So Whats”): Features →

Attributes → Benefits
La Vie LLC is a bottled water brand of Nestle Water which is located in Vietnam since 1992. With
the supports of Nestle and many rigid commitments, La Vie LLC aims to the goal of providing the
best products and services to the customers (laVie n.d).

Features Attributes Benefits

Functional Emotional

Flavoured The Sparkling Water is -Provide natural -Create consumers’ curiosity

Water commited to be 100% types of when they are getting used
natural fruit: mint with vitamins and to being more and more
lemon, strawberry with healthy careful with their health
blueberry and peach nutritions.
with orange .
-Improve heart
No preservatives and Build a trust and maintain it
and overall
artificial sweeteners in consumers’ perception so
health.
replaced by natural that they can build their long
sugar cane and stevia - term relation with their
-Help people
target market.
keep fit
Healthy Containing only - Changes in consumers’
Drink 12grams sugar and 54 -Solace during behaviors due to their
kcal summer and concern about their body and
quickly help health.
people recovery.
Solace More fresh carbon Increase the feeling of
Drink bubbles freshment
 Figure 1: La Vie’s announcement about new innovation’s feature (captured from La Vie
website)

B. Unique product (or service) attributes? Can product claims be substantiated? Why?
The commitment of the company that this new product is a "healthy" carbonated soda - contains
carbon bubbles but is safe for you and low in calories - helps La Vie Sparkling Water stand out and
be worth a try. Carbonated water, as is customary, contains 33 grams of sugar per 330 milliliters of
water, whereas La Vie has pledged to produce just 12 grams of sugar (Dieu Uyen 2019). La Vie also
commited that this new innovation does not have any harmful factors. For example, a test result was
provided by the Directorate for Standards Metrology and Quality proved all the claims of La Vie for
this product (figure 2).

Figure 2: Test result about one types flavor of La Vie Sparkling Water clarified by Directorate for
Standards Metrology and Quality
 C. Is parent company name important? Why?
The parent firm has a major impact on the brand's image and sales operation (Campbell, Goold, and
Alexander, 1995). La Vie is a Nestle Water Company owner (cafeF n.d.). Nestle Corporate has long
been a global leader in the food and beverage industry. Nestlé Water operates 52 brands and has 100
factories in 35 countries to satisfy the demands of various customers in each region (laVie n.d).

D. Brand personality and why?

In the midst of Vietnam's burgeoning bottled water industry, La Vie stands out for its refreshing
flavor, thanks to its mild mineral content. At the same time, customer interest in La Vie is aided by
its health-related protection (La Vie n.d.). Using Perrier France’s modern technologies to produce
high-quality drinking water, La Vie ensure with their consumer to provide the clean bottled water ().

E. Brand value proposition and rationale.

Businesses who own a variety of brands in various categories would have a better chance of growth
and profitability in the beverage industry. La Vie felt it was time to extend the product range and
began researching and launching new brands, eventually landing in the Sparkling Flavored Water
(Sparkling Flavored Water) segment (Dieu Uyen 2019).

TARGET AUDIENCE

Demographic • Age : 25-34 years old

• Gender: 74% female and 26% male
• Education: university, higher education
• Income: immediate income
• Job statement: Employed
(Facebook Audience Insights 2021)

Age ranges and gender of the group has interests in sparkling and diet coke in Vietnam
 Figure 3: The TA interests in sparkling water and diet coke in Vietnam. (captured from
Facebook Audience Insights 2021)

Geographic • Country : Vietnam

• Region: cities and the countryside of Vietnam
Psychographic • Have many concerns about the daily intake of sugar.
• The TA who notice about their health more than the sweet flavor.
Behavioural • Searching for carbonated water but need to be healthy to control daily sugar and
calories intake.
• Maintaining a healthy and balance lifestyle
• The TA are easily effected by KOLs ans Influenced (Dieu Uyen 2019, 7SAT n.d)
• Consumers drink mineral water, but want to enjoy a more enjoyable and healthy
drink when eating and gathering with friends .
Benefit sought • Good natural flavor and balance the sweetness.
• Reduce the overweight problems and other health issues.
• Safe to consume
(Dieu Uyen 2019)

Needs • Controll sugar and calories intake

fulfilled by • Full of fresh fruit flavor
using this • Easy to buy in any supermarket or retailers
product or • Improve health and keep fit
service

Media profile • Social media platforms like Facebook, Instagram, Youtube and TVC

Figure 4: Most popular social networks in 2020 (revive.digital 2020).

• Be used to E-Commercial like Shopee, Tiki, etc. and La Vie’s website

Figure 6: Monthly on e-commerce site visits (generated from Iprice Insights 2021)

What are their • Mostly consumers are not familiar with the light sweetness combined with
concerns and sparkling fruity water (Dieu Uyen 2019)
problems?
THE MARKETPLACE

A. Major competitors/ rank in the market/ market share

Major competitors: Pepsi and Coca-Cola (in terms of low calories and zero sugar water)

Market Share: 4.0% (figure 7, VIRAC 2019)

Rank in Market: Average 1 interest in overtime while Coca-Cola is 2 and Pepsi is 18 (figure 8)

Figure 7: Sales of soft drinks in Vietnam 2005-2020 (Passport 2019)

B. Competitive advantage/disadvantage of the product (or service) AND its competitors

Brand/Product Advantages Disadvantages

La Vie Sparkling Water
-100% natural ingredients -Not as tasty as other Coke,
from fruits. carbonated water, flavoured
water.
-No added sugar, replaced by
-May not be attractive and
 stevia and sugar cane. familiar to the consumer
when give the first try
-No preservatives

-Good for health, low

calories.

-Affordable price: 8.000

VNĐ/330ml

Pepsi Lemon Zero Calories -Zero calories, sugar free. - The company has been
chastised for its
-Good for people who need
environmental protection
to keep fit
efforts.
-Good flavour and solacing
-No natural fruit ingredients
- Based on the Internet's rank
of interest, brand popularity
is high (Google Trends
2021).

-Medium price: 11.000 VNĐ

-The company has instituted

several activities aimed at
giving back to society.

-The company has a effective

plan to use media and KOLs.

Coca-Cola Zero - Based on the Internet's rank -High price: 23.000 VNĐ
of interest, brand popularity
-No fruity flavour
is high (Google Trends
2021). -Lack of diversitification.

-Good for people who need

to keep fit

-Advertising on social
 platforms like TVC,
Facebook is always easily
approaching the TA.
(UKEssays.com 2017)

C. Product (service) positioning

1. Point-of-parity
• Affordable prices
• Diveristy of packaging show the feature of the products
2. Point-of-difference
• Natural ingredients
• No preservaties
• No artificial sweeterness
D. Competitors’ positioning
High price

Uncommon Common

Low price
Rank of common based on the average of interest recorded by Google Trends 2021

Figure 8: Interest of Lavie Pepsi and Coca-Cola on the average caculated by Google Trend (Google
Trend 2021)

E. Other PESTEL (political, economic, social, technology, environment, and legal) factors
influence on the market and competition? Or SWOT

STRENGTHS WEAKNESSES

• The product providing health benefits
• Position in the hearts of customers
• Stringent production process, in
compliance with food hygiene and safety
standards
• Strict quality control system from Nestle
Water
• Possessing the most modern foreign
production technology (Perrier n.d )
• The brand is well known.
• One of the rare brand produce 100%
• Only 2 types of products: mineral water
and sparkling water
• The price is higher than the competition
• Distribution system in coastal areas,
provinces still leave alley
• Researching new products is slow
• Service quality is not high, the cost of
transporting goods to the market has not
been completed.
 natural sparkling water containing less
sugar and calories (Dang 2011)
OPPORTUNITIES THREATS

• Demand for natural flavoured water
products is increasing
• Vietnamese consumers' awareness of
health is increasing
• Great competition pressure with many
competitors
• Limited consumer spending due to the
economic crisis caused by the pandemic.
• Polluted natural environment can affect
natural resources
(Thanh Phong & Kien Quoc 2012)

F. What are key issues of the category and the brand in the market?
• Strong components
• Bad media communication

RECOMMENDATION FOR BRAND COMMUNICATION

Since La Vie already has a price edge and product characteristics, they must concentrate on the key
target consumer and create TV commercials that hit people's hearts. Besides they should collab with
the cinema, restaurant and use sale promotion tool to promote their products sales. Last but not
least, their slogan already have the product feature that is “100% natural”. Howevers, it should
contain the function keep fit and control sugar and calories intake so that people might be more
catchy and curious about the products.
REFERENCES (DO NOT INCLUDE IN WORD COUNT)

2019, Bản tự công bố sản phẩm, La Vie LLC, Long An, viewed 22 April 2021,
<https://www.laviewater.com/wp-content/uploads/2020/10/HSCBCL-La-Vie-Sparkling-Buoi-Mo.pdf>.

Campbell, A., Goold, M. and Alexander, M. (1995) ‘The Value of the Parent Company’, California Management
Review, 38(1), pp. 79–97

CafeF.vn n.d, 'LAVIE : Công Ty TNHH LA VIE | Tin Tức và Dữ Liệu Doanh Nghiệp.', CafeF.vn, viewed 22
April 2021, <http://s.cafef.vn/otc/lavie-cong-ty-tnhh-la-vie.chn>.

Dang, T 2011, 'MỘT SỐ GIẢI PHÁP NHẰM NÂNG CAO NĂNG LỰC CẠNH TRANH CỦA CÔNG TY
TNHH NESTLE VIỆT NAM ĐẾN NĂM 2015', pp. 71-73.

Dieu Uyen 2019, 'Phát triển sản phẩm mới #2: Nước uống có ga hương trái cây La Vie ', Brands Vietnam,
viewed 20 April 2021, <https://www.brandsvietnam.com/congdong/topic/20484-Phat-trien-san-pham-moi-2-
Nuoc-uong-co-ga-huong-trai-cay-La-Vie>.

Google Trends 2021, Lavie, Pepsi, and Coca-Cola, Google Trends, viewed 25 April 2021,
<https://trends.google.com.vn/trends/explore?cat=71&date=today%205-
y&geo=VN&q=La%20Vie,Pepsi,Coca-Colat>.

iprice insights 2021, The Map of E-commerce in Vietnam, iprice.vn, viewed 28 April 2021,
<https://iprice.vn/insights/mapofecommerce/en/>.

laVie n.d, Sản phẩm mới | Một phần tất yếu của cuộc sống, homepage, viewed 20 April 2021,
<https://www.laviewater.com/vi/san-pham-moi/>.

laVie n.d, Về chúng tôi, homepage, viewed 20 April 2021, <https://www.laviewater.com/vi/about-us/>.

Nestle n.d, About Us, homepage, viewed 22 April 2021, <https://www.nestle.com/aboutus>.

Passport 2021, Soft Drinks in Vietnam, country report, Passport, viewed 24 April 2021, <https://www-
portal-euromonitor-com.ezproxy.lib.rmit.edu.au/portal/analysis/related>.

revive.digital 2018, Most Popular Social Media Networks (Updated for 2020), Revive Digital, viewed 28
Apr. 2021, <https://revive.digital/blog/most-popular-social-media/>. [Accessed 28 Apr. 2021].

Thanh Phong & Kien Quoc 2012, ''Cuộc chiến' khốc liệt của các ông lớn', Vietstock, 10 September, viewed 26
April 2021, <https://vietstock.vn/2012/09/cuoc-chien-khoc-liet-cua-cac-ong-lon-768-238544.htm>.

Stevens, A, Fosness, D, Katz, J & Harrison, J 2012, Nestle, November, University of Richmond: Robins
School of Business, pp. 2–5, viewed 4 Summer 2021,
<https://scholarship.richmond.edu/cgi/viewcontent.cgi?referer=https://scholar.google.com/&httpsredir=1&ar
ticle=1008&context=robins-case-network>.
vietnamreport.net.vn. (n.d.), CÔNG TY TNHH LAVIE, viewed 25 April 2021,
<https://vietnamreport.net.vn/Thong-tin-doanh-nghiep/CONG-TY-TNHH-LAVIE-Chart--1407-2015.html>.

VIRAC 2019, 'BÁO CÁO NGHIÊN CỨU NGÀNH ĐỒ UỐNG VIỆT NAM Q3/2019', VIRAC, pp. 76-78,
viewed 24 April 2021, <file:///C:/Users/ASUS/Downloads/Bao_cao_chuyen_sau_nganh_D_ung_Q3.pdf>.

UKEssays.com 2017, ‘ Success Of The Coca Cola Company’, viewed 25 April 2021,
<https://www.ukessays.com/essays/commerce/success-of-the-coca-cola-company-commerce-essay.php>.
APPENDIX (DO NOT INCLUDE IN WORD COUNT)

During this campaign, Lavie collabed with about 500 KOLs in many different major to promote the
Sparkling Water

- Fitness: Hana Giang Anh, MLee, Miu Lê...

- Food: Woossi, Khả Ngân, Diễm My 9x...

- Lifestyle: Tú Vi, Mi Du, Bình An...

- Beauty: Ribi Sachi, Trang Pháp, Khổng Tú Quỳnh..

For example, Hana Giang Anh is a influencer in terms of fitness lifestyle and people care about
products and brands which have her trust in order to maintain her body and her life. So that let her
introduce about this product is a effective choice.

Example of Hana Giang Anh introduce Lavie Sparkling Water on her Facebook account.