L IVEN UP THE

U NIQUENESS
DOANH NHÂN TẬP SỰ WARM-UP VÒNG 2
Team: PRIMO CONSULTING
Trần Thanh Phú | Nguyễn Anh Khoa | Trần Anh Vũ | Trần Thị Tuyết Mai | Nguyễn Quang Minh
The “LU” Strategy at a glance…

How can LU reach the strategic goal of increasing brand awareness and its distinction within a year by increasingly
enhancing visibility of LU as a premium gifting brand and successfully delivering its positioning to consumers?
Objective

Increase brand awareness and Enhance brand attributes of

Define the target audience
change perception due to Lu being “Gratitude Moment” and “French
⇒ “The Mindful Giver”
perceived a weaker “me-too” brand Heritage”
Key Challenges

The Three-pronged Strategy “Liven Up the Uniqueness” (“LU” Strategy)

LIVEN UP THE UNIQUENESS

Accelerate BTL marketing through
Establish partnership to create Create disruptive QR code initiative;
Strategy in-store display, activation, and
bundles and develop new push online and offline promotional
e-commerce
packagings activities

Increase visibility and drive

Successfully set LU apart from
awareness at points of sales and Increase talkability and
others in consumers’ mind by its
strengthen positioning as premium spontaneous awareness
positioning
Impact gifting brand

Executive Analysis Liven Up The Uniqueness Implementation 1

An in-depth 6P analysis of Vietnam’s biscake category reveals many opportunities for LU to
drive growth in Vietnam
6P Status Quo and Analysis Implications
Number of
Biscakes is among top Most preferred Brand should be innovative in launching (and
packaged food new
Product +21% growing category at Tet Top 2 categories for
gifting
+18% launches vs last relaunching) products to compete in such
and other occasions year category

Price can be set based on:

Price segmentation
• Packaging Traditional and well-known occasions are the
Price • Mass
• Bundling (basket size) opportunities to upsell and cross-sell
• Premium
• Added-value (flavors, ingredients)
Premium product:
Mass product: Seasonal packaging is among one of the
• High-end packaging: tin box, paper handbag
Packaging • Simple packaging
• Full of design sense ⇒ highlight the quality grade
most important factors to attract customers in
• Low-cost materials gifting criteria
• Protective function

• Online and mini-market have

Supermarket is still a significant channel in
the fastest growing rate
gifting market but there is a accelerated shift
• Supermarket is still a preferred
Place channel to purchase gifting
to minimarket & online channel as well ⇒
focus on these channels
products

Small and new brands should put more

• The category has low margin • Marketing (esp. above the line) is not effective and
efforts in below-the-line marketing to optimize
• Products are usually bought for gifting purpose hard to compete with household brands
Promotion • Consumer behaviors leaning towards • Most brands typically focus on below-the-line
the nature of category; push visibility and
packaging at sales channels to attract
spontaneous purchase marketing to engage customers at sales channels
customers

• Demands at peak time, especially in • Research and development efforts (packaging Ensure packaging and promotional activities
Process gifting occasions ⇒ supply chain must be design, etc.) must adapt the gifting seasons ⇒ are well-executed and in timely manner
adapted to ensure demand is met predicting the trends is crucial

Source: case material, Kantar Insight (2022), Nielsen Consumer Insight (2020)

Executive Analysis Liven Up The Uniqueness Implementation 2

 Danisa is perceived as a household name for premium gifting biscuit due to the first-mover
advantage, resulting in other brands’ products being perceived as “me-too” offerings

Premium Biscuit Brand

Strong brand recognition

1 Competitive advantage
Top-of-mind brand for over 20
(Mondelez Kinh Do) with It is well-known as a high-quality
well-known product line (Cosy,
Oreo, etc.)
years since Vietnam’s market
entry
Vietnamese brand

Long-established France brand The originality from a legend

2 Reason to believe
from 1846 Danish recipe
Top-notch natural ingredients

Precious and memorable The process of making a

3 Moment of Truth Gratitude moments
moments top-class butter cookies

“Món quà hoàn mỹ từ năm

4 Brand attributes
1846”
“Phong cách hoàng gia” “Đẳng cấp từ chuyên gia”

Level of spontaneous
5 awareness

Current positioning of LU sets itself apart from other premium competitors, but its low spontaneous awareness makes Lu struggle
to grow and set a distinctive brand image in Vietnam market

Executive Analysis Liven Up The Uniqueness Implementation 3

 A glance at LU’s target audience: The Mindful Giver

Target audience Reason to choose this TA

Overall, urban has higher category growth in the category
● 22 - 30 years old
● White-collar employee Urban’s Rural’s
● Location: HCMC, Ha Noi, Da Nang, Can Tho +16.4% category
growth
+8.3% category
growth
Demographics ● Income: middle- to high-income (> 10 million VND)
White collar segment is taking up the highest penetration in gift-giving
● Are willing to spend more money on special occasion occasions for relatives and boss
gifting
● Prefer to shop offline in supermarket + minimart
● 53% consumers are attentive to the packaging and
quality of the products
● Make purchasing decisions on the spot during
Behaviors shopping instead of planning beforehand
● Prefer to give presents directly in person as a sign of Urban dwellers have higher willingness to spend for higher value gifting
respectfulness product

● Feel the responsibility to repay those who have

supported me
● Gifts are not only a way to express gratitude but also
indication of social status
Psychographics ● Thoughtful in choosing gifts

Source: case material, Kantar Insight (2022), Euromonitor (2021)

Executive Analysis Liven Up The Uniqueness Implementation 4

LU must interpret the target audience’s insight…

I consider gift-giving on special INSIGHT

occasions as a great opportunity to
show appreciation towards people
around me. Moreover, these gifts are
Truth indicative of my socioeconomic
status. “When it comes to gift-giving on
special occasions, I tend to be
Gifts during special occasions are
often perceived as superficial and
thoughtful in the selecting
easily dimmed among a bunch of process as the gifts will be a
Tension
other gifts.
medium to not only express my
gratitude but also showcase my
I want my gift to stand out, resonates
with meaningful messages. personal values.”
Motivation

Executive Analysis Liven Up The Uniqueness Implementation 5

As visibility is a key factor, LU must be shown with premium and high-end packaging, thus it
needs to be changed to accommodate the specific occasions
WHY? EXECUTION

1
Basket gift is in top 4 most
preferred categories for
gifting (Kantar) Utilize Mondelez’s product line or partner
with other brands to create an eye-catching
bundle during gifting occasion such as Tet,
Mid-Autumn festival, etc.
Optimize the high
awareness of other
products of Mondelez

(Oreo, Cosy) to leverage
LU’s awareness
> during gifting occasion such as Tet,
Psychology: the gifts
reflect the financial status
quo of the givers, so
different prices of basket
gifts are needed
2
Utilize Mondelez’s product line or partner with
other brands to create an eye-catching bundle
Mid-Autumn festival, etc.
Tailor the premium packaging but also having signature
design of specific occasion to enhance its relevance

More affordable gift basket

Source: Kantar Insight (2022)

Executive Analysis Liven Up The Uniqueness Implementation 6

 Moreover, LU should utilize the popularity of QR Code to drive a disruptive initiative to
increase consumers’ attention into LU

WHY?
“I love you with
Gifts during special occasions are all my heart!”
often perceived as superficial and
easily dimmed among a variety of
similar gifts Tuyet Mai is looking
She chooses LU box She records a special
for a meaningful gift
from the supermarket audio message for her
for her parents
family
Covid-19 Popularity of QR Code
leads to Digitalization acceleration Special gratitude
> moments and Messages can be in She scans the QR code
memories are kept many forms: embedded on the LU
• Recording audio packaging, and upload the
of consumers expect • Video audio message as
71% personalization* • Text message requested
• Photos
By scanning the QR
code with the
smartphone, Mai’s Mai sends her special LU
parents find out the gift gift to her parents on the
holds something special family reunion day
inside

Source: *McKinsey (2021)

Executive Analysis Liven Up The Uniqueness Implementation 7

To promote the presence of QR Code initiative, LU should utilize both online and offline
promotional activities

Key hook “Quét mã tri ân, lưu giữ khoảnh khắc”

OFFLINE OFFLINE

• Publish on newspapers, magazines and social

Objective media sites to announce the function of QR Utilize Point-of-sale materials to get consumer
Code aware of The QR Code
• Display short ads to attract targeted audience

Check-out counter at Mini mart

and Convenience Store

Supporting
Tactics

Executive Analysis Liven Up The Uniqueness Implementation 8

After focusing on increasing awareness, LU should leverage on “French heritage” and “Gratitude
moment” to implement BTL marketing as a game-changer to set LU apart from competitors

2
LU should enhance customer experience at Moreover, attracting consumers at mini-mart

1 supermarkets and malls - high foot traffic at

pre-occasion time by LU concept POSM

In-store Activation
and big groceries is also winning point for
LU.

In-store Display

Attract consumers to experience France Attract consumers’ attention when

culture and trigger consumer to buy shopping and trigger to buy

3
Lastly, LU still needs to be available
on E-commerce channels to adapt
the trend of shifting consumers
buying behavior

Executive Analysis Liven Up The Uniqueness Implementation 9

The “LU” Strategy has three must-win battles and three risks with suggested mitigation
actions for the successful implementation of the plan
Must-win Battle 1 Must-win Battle 2 Must-win Battle 3

Peak occasion launch

1 Successfully develop 1st Packaging
which meets the premium
2 Successful attract consumers
through promotional activities and
3 Attract customers attention and
change customers’ perception
proposition media sponsors about LU

Critical evaluation point Q2 2022 Q3 2022 Q4 2022 Q1 2023

Outreach to and negotiate with partners Develop packagings designs tailored to many gifting occasions beforehand + testing/trials
Strategy 1
1st Launch 2nd Launch
Liven Up

Integrate QR code in packaging

manufacturing
Test launch Official launch (based on seasonal occasions)
Strategy 2 Advertisement ideas Promotional activities Promotional activities (online &
+ preparation (online & offline) offline)
Work with media
sponsors Work with media sponsors

E-commerce and traditional trade channels products availability

Uniqueness
The

LU concept
Strategy 3
POSM and
Roll out the POSM and in-store visibility based on peak occasions
in-store display
ideas

Risks Management Level of severity

QR code initiatives are not widely adopted Fail to present premium and high-end
Risks Unsold seasonal inventory
by consumers packaging

Mitigation Utilize historical data to make concise Boost ATL advertising to promote Conduct consumers research to gain
action prediction and minimize errors consumers' awareness insight for packaging designs

Executive Analysis Liven Up The Uniqueness Implementation 10

THANK YOU FOR
LISTENING!