1.

Nguyễn Kim Yến

23005427
2. Nguyễn Bảo Vy
23005328
3. Huỳnh Thị Thanh Vân
23005320
4. Du Hiền Vinh
23005343
5. Nguyễn Thanh Tùng
23005232
CUCKOO
BRANDING
2023
Presented by Group 8
TABLE OF CONTENTS

01 BRIEF RECAP 05 STRATEGIC APPROACH

02 MARKET ANALYSIS 06 ACTIVITIES & CHANNEL
DEVELOPMENT

03 COMPETITOR ANALYSIS 07 BUDGET & KPI

04 TARGET AUDIENCE
01 BRIEF
RECAP
Business Marketing Communication
Objective Objectives Objective
Total Revenue Online: Awareness: Promoting the image of
Become the Top 1st of Mind in
$1M - Ecom platform Cuckoo - Korea's No. 1
>> Uplift 100% the Rice Cooker industry beautiful-designed rice cooker
same period 2022 and increase market share
Engagement: Stimulate interaction
in the last quarter 2023 with users using activities to clearly
Timeline: demonstrate the "multi -functions"
Oct 2023 - Dec 2023 and "convenience" of the product

Acquisition & Conversion

Budget:
● Persuade our customers pay more
~$85.000 for the better value
● Support sales and conversion on
e-commerce platforms
02
MARKET
ANALYSIS
RESEARCH
 MARKET RESEARCH|MARKET POTENTIAL
Industry reports shows great growth potential for the home appliances industry, especially on
online shopping sites.

Kitchenware revenue is expected to rise in the next few

years on a worldwide scale (approximately at a 10% rate)

Home appliances; technological devices were among the Cuckoo ranked at the first position in the searching keywords
most popular categories on online shopping sites related to rice cooker product
 MARKET RESEARCH|MARKET TREND
A great growth opportunities for Cuckoo as it could approach customer segments from competitors.
The market size is 300 trillion VND in 2021 and is expected to be 370 trillion VND in 2023.

Brand switching rate is high

especially for the Home industry, “Nồi cơm điện Cuckoo” is the term that is searched the most on Google for the rice cooker
customers are seeking for a segments, especially in key cities
better value rather than loyal to
a brand
 MARKET RESEARCH|E COMMERCE OVERVIEW
With only 44% of Cuckoo rice cooker products on Shopee and Lazada sold from the official store, there is
great potential to promote and push the market share back to the official store on Ecom.

Retailers are capturing shares from

official brand store

In which 70% Net merchandise value

(NMV) of shopee come from retailers

Source: Beecost with segment “Nồi cơm điện”, “Nồi áp suất” in each marketplace
 MARKET RESEARCH|MARKET OPPORTUNITIES

The home appliances market (especially kitchenware equipment) has great growth potential
01 in the upcoming years with the growth of online shopping platforms & stable cooking
behaviour in Vietnam

02 Customer are more likely to switch brands in the Home industry for a “better value”. And that
is Cuckoo opportunities to offer the best value to them.

On the e-commerce platform, Cuckoo is not only the leading brand in terms of sales volume,
03 but also the leading brand in search demand. However, 56% of Cuckoo products being sold
on have not come from Cuckoo's Official store

Analysis show that there is great growth potential in the Home industry and the rice cooker segment.
Leading in general demand and especially on e-commerce platforms, Cuckoo shows strong potential
for growth.
03
02
COMPETITOR
MARKET
ANALYSIS
RESEARCH

11
COMPETITORS RESEARCH | PRODUCT COMPARISON

BRAND CHARACTERISTIC - COMMUNICATION

• 3-way continuous warming technology, keeping the same flavor for 48 hours -> rice is more delicious
• The pot has a control chip, multi-function use
• Modern and easy-to-use
-> Meeting the needs of aesthetics and high convenience
-> Rarely communicate about rice cookers since 2019. Rice cookers were mainly promoted on functions before 2019

• More than 137 years of establishment and development

• Keep all the nutrients, keep warm for a long time. Rice is cooked evenly
• High-end design -> give the kitchen a luxurious and modern look
• Breakthrough technology -> give the family a delicious and happy meal
• Leading the world in technology, with high durability
-> aim to “smart devices” for high-end electronic rice cooker product lines
• Has launched a line of rice cookers that can save recipes and settings online
• The pot uses touch card technology that is synchronized with Android phones
• Users can download an Android app to search for preset cooking modes, and online recipes are also provided by
the company. This application allows users to convert recipes to text and send them by email.

• Korean beautiful design

• Multi-functions cooker
• Pressure / Non pressure cooking mode
• High technology that ensure high quality (delicious)
• Reduce cooking time / energy usage
 COMPETITORS|HIGHLIGHT ACTIVITIES Nhà là bếp, bếp là Sunhouse

Sunhouse has the highest activities frequency among the players with multiple activities (KOL, PR,
minigames, livestream) on various platforms. Besides, multiple offline activities also show their number 1
position in the home industry

2022
Q1 Q2 Q3 Q4
AWO
Facebook Facebook
Facebook Livestream partnership PR booking
Kitchen photo
Minigame “ĐOÁN ĐÚNG with Viettel Store, FPT Promoting awards
competition
TRÚNG CÁI ĐOÁN”, “MỪNG Shop, Xuân Bắc
SINH NHẬT”, “DỰ ĐOÁN TỈ SỐ
SEA GAMES”, “MUA SP RÚT THẺ
CÀO MAY MẮN, “TƯƠI KHỎE TV Advertisement
CÙNG SUNHOUSE” VTV golden hour
PR Booking Product Launch
show “Thương ngày
Promoting Product TVC, livestream,
nắng về”
Function minigame to
promote the Ultra
KOL Booking (TikTok) Titanium product
YouTube
Shushu Le, Dims Home
Product function sharing
(recipe sharing)
Facebook YouTube
Tiki birthday Promoting New
In-store activation (ĐMX,
Factory tour NguyenKim) Product Functions
Factory tour for Check-in to receive gifts “Giải
customers cứu kim cương”

Factory tour In-store activation CSR

Factory tour for Get a prize for buying a water filter CSR activity in
customers Factory opening “Mua lọc nước, rước kim cương” Central Vietnam
First factory in the South in MT channels
 COMPETITORS|HIGHLIGHT ACTIVITIES
Toshiba mainly used Facebook, PR booking, and TikTok to promote product functions, sharing recipes. Activities
were pushed in the first 2 quarters, the last 2 quarters were utilized to push sales, increase revenue by leading
customers to e-commerce sites. Toshiba also had multiple discounts with ĐMX throughout the year 2022

2022
Q1 Q2 Q3 Q4
AWO
PR booking KOL Booking
Facebook Facebook
Promoting (TikTok)
AWO content Livestream
product Đỗ Kim Phúc
promoting “Nấu món
function (World Cup gìt
product tăng sức đề
for father)
function kháng”

Facebook
Facebook
MT Channel Livestream PR Booking
Minigame “BẾP
(ĐMX) discounts Product
YÊU THƯƠNG -
Toshiba function
TẾT SUM VẦY”
promotion

YouTube
TikTok Promoting
Recipe Sharing Product
using Toshiba Functions MT Channel (ĐMX)
appliances Toshiba promotion
 COMPETITORS|HIGHLIGHT ACTIVITIES

Panasonic invest a lot of resources into PR Booking (launching new products), TikTok KOL booking was
heavily boosted in the last 2 quarters of 2022

2022
Q1 Q2 Q3 Q4
AWO
Facebook Facebook Facebook TikTok
AWO content AWO content Minigame “Sinh tố khác KOL booking (Vi Xu,
promoting promoting biệt tìm cho thiệt kĩ” Hoa Hậu Phương Anh)
product product sharing product
function, recipe function, recipe
PR Booking (VNExpress) function)
sharing sharing
New product launch

TikTok PR Booking
MT Channel
Facebook Content Series “Biệt đội New product launch,
(ĐMX)
Minigame giải cứu nước yếu” promoting CSR event
Cuckoo
“Game này dễ
promotion,
quà khỏi chê” TikTok
encourage
online shopping Series “Theo thì Healthy”,
multiple KOLs booking CSR Event
covering various pillars Sống khỏe góp xanh
PR Booking (Zing) (product function, recipe
New product YouTube sharing)
launch Sponsor VTV
Series “Là ĐMX birthday
Nhà” Cuckoo promotion, encourage
online shopping
 COMPETITORS|SYNTHESIS

01 Common theme between all competitors is that they utilize mix creative formats together to
deliver the messages - ranging from single posts, minigame, livestream and KOL booking

02 PR and KOL Booking are the new trending channels that are being utilized throughout 2022

03 First month are mainly utilized for branding purpose while the last two months covered with
multiple sales boosting activities
04 CUSTOMER
UNDERSTANDING
 CUSTOMER DATA

Our target audience 25-34

bring in the most income
distribution in Vietnam

Top 4 Buying Criteria of the Small

Household Appliances:
Durability, Quality, Price, Brand

The Vietnam Consumer Survey Report - Deloitte (Oct 2022)

 CUSTOMER UNDERSTANDING|SEGMENTATION
Based on age, behavior and income, we divide customer groups into 3 main groups
TARGET AUDIENCE

Young family Mature family Student & First Jobber

Market size: 12.000.000 Market size: 3.300.000 Market size: 6.700.000

Age: 25-44
Age: 45-60
Marital status: marriage (with 1-2 young Age: 18-24
Marital status: marriage (at least 3 generation)
children) Marital status: single
Location: 6 key cities
Location: 6 key cities Location: 6 key cities
Traits:
Traits: Traits:
● Medium - High budget
● High budget ● Limited budget
● Frequent rice cooker usage that serve
● Preferred integrated products with ● Basic demand for rice cooker
all demand of family member
multi - functions ● Rice quality is not that important
● Rice quality is important in determining
● Meal quality is highly vital in family in determining meal quality
meal quality
activity ● Favor sophisticated and
● Favor sophisticated and minimalist
● Favor sophisticated and space minimalist Korea - Japan design
design
optimization products
CUSTOMER UNDERSTANDING|TARGETING

SEGMENTS 1ST 2ND 3RD

PRIORITY PRIORITY PRIORITY

AUDIENCE SIZE

PRODUCT
MATCHING
(Key product 2023)

CONVERTIBILITY
(Buying Criteria & Budget)
MEET VÂN THE GEMMA - EARLY CAREER PROFESSIONAL

DEMOGRAPHY SEGMENT
- Gender: Female eCommerce knowledge: 🌟🌟🌟🌟★
- Age: 28 - Mariaged Preference for offline channel:
- Income: VND 17 -25 million 🌟🌟🌟★★
- Location: HCMC Health-consciousness: 🌟🌟🌟🌟★

GOALS KEY CONCERN MINDSET

- Professional opportunities - Job security - Concern about house
- Relationships and family - Upskilling decoration
- Follows sports, fitness, and
clothing & footwear trends

BEHAVIOURS KEY PURCHASING CHANNEL

- Frequent visitor of restaurants,, cinemas,
cafés, and karaoke establishments
- Frequent purchaser of smartphones,
cosmetics, and beauty care products
- Traditional trade & modern trade
channels for groceries and other daily
necessities
- e-Commerce and online channels for
clothing and footwear, and leisure and
holiday activities

SOURCE OF INFO DEVICES SOCIAL PLATFORM

- Social media - Smartphone - Facebook & Instagram
- Influencers & celebrities - Laptop - TikTok & YouTube
- Friends - Tablet - Zalo
MEET HUGO HẢI - MID-CAREER PROFESSIONALS

DEMOGRAPHY SEGMENT
- Gender: Male eCommerce knowledge: 🌟🌟🌟★★
- Age: 36 - Married, 1 child Preference for offline channel:
- Income: VND 25 -35 million 🌟🌟🌟🌟★
- Location: Da Nang Health-consciousness: 🌟🌟🌟★★

GOALS KEY CONCERN MINDSET

- Mortgage and loans
- Family
- Investment planning
- Health insurance
- Wealth accumulation
and investments
- Prioritises sports, fitness,
and wellness
- Utilises productivity
applications for
telecommuting

BEHAVIOURS KEY PURCHASING CHANNEL

- Frequent purchaser of consumer - Modern trade channels for most product
electronics categories
- Frequent purchaser of leisure and holiday - e-Commerce and online channels for
activities education, leisure and holiday activities,
and transportation services

SOURCE OF INFO DEVICES SOCIAL PLATFORM

- Social media - Smartphone - Zalo
- Online newspapers - Laptop - Facebook
- Friends and colleagues - Tablet - Telegram
- Family and relatives - Whatsapp
- Linkedin
 CUSTOMER UNDERSTANDING|PROFILE - Young Family
Young Family
Characteristics & Behaviours
- Soon - to -be - married couple and start a Buying criterias
family of their own
- Buying a new home comes with the purchase
of necessary household appliances
1 2 3
- Have interests related to Korea (listening to
music, watching movies) Functions Brandname Design

Buying journey Kitchenware shopping channels

1. Emerging needs (move into new house,...)

2. Searching for info on digital (KOL/KOC, Google,...),
1 2 3
price compare online
3. In store experience for making decision
4. Purchase online or offline Home appliance MT: supermarket Ecom
shop
Demographic
Brand perception Occupation: any fields
Age: 25 - 44 Top Entertainment channels
Location: 6 Key cities
1. Favorite Japan brand: Toshiba, Sharp,... Marital status: Marriage, newlywed (with 1 2 3 4
--> high quality, high maintenance 1-2 young children)
2. Know others Cuckoo, Kangaroo, Sunhouse,
Phillip,...---> less favored to group 1
Source: Decision lab Paid streaming
Q1 2022 services - OTT
(FPTplay,
Netflix,VTV go,..)
CUSTOMER UNDERSTANDING|TARGETED CUSTOMER JOURNEY

Young family

Awareness Consideration Purchase Post-Purchase

Mainly Online:
Mostly know online through: Refer from online information source
- Continue shopping on Ecommerce
1. KOLs/KOCs 1. Google Search Nearly half choose to buy online for
for other products of that brand
2. Ecommerce 2. KOLs/KOCs convenience + main channels are on
- Leave reviews and feedback
3. PR News 3. Ecommerce Ecommerce platform
- Recommend products on
4. Social Ads 4. PR News
Community group
5. OTT 5. Forum/Group Others choose to go offline for real
Offline:
Others may know by Others may know by experience and choose by design
- Recommend to friends and relatives
1. WOM 1. WOM aspects
- Contact support center for issues
2. OOH 2. Offline Store
 05
STRATEGIC
APPROACH
 The New
Faces of the
Vietnamese
Consumer
THE COMMON THINGS

From To

#thrift #frugal #thrive #prosper #live

A HOME IS NO LONGER JUST A HOUSE

Unlike previous generation,

the home to our TA:
Millennial, is the nest where
they can express their own
lifestyle & unique
personality.
 Cuckoo
The Heart of
Modern Kitchen
BIG IDEA

CUCKOO brings to Vietnam a new

class of kitchenware products. It
has beautiful design, exceptional
quality, effortless delicious meals
with great value
It helps our customers elevate
their lifestyle.
It's a symbol of a modern home.
CUSTOMER INSIGHT

Our customers are looking for

a kitchenware brand that fit
their own lifestyle & unique
lifestyle, where everyday
functions must to go beyond
their expectation.
 KEY MESSAGE
Cuckoo - the ideal Korean-style
home cooker for modern urban
young families
 ROADMAP
Timeline Oct Nov Dec

Phase Aware Engage Convert

Stimulate interaction with users using Support sales and conversion on
Promoting the image of Cuckoo - activities to clearly demonstrate the "multi e-commerce platforms through
Objective Korea's No. 1 rice cooker -functions" and "convenience" of the Livestreams
product

Key
Message
COOK YOUR MEALS, YOUR WAY

Key Hook Key Hook

eMagazine Series: FAST FLAVOR

Social Challenge: #YOURMEALS COOKBOOK
The number one rice cooker in Korean story #YOURWAY CHALLENGE

Support Activities
Support Activities Support Activities

KOLs Sharing
PR Booking - 11-11 Live Stream sharing KOLs Sharing
- Booking on E-Newspaper - Multiple Cooking Method by Rice Cooker Support Ecom
Activities

Boost Sales Boost Sales

Livestream 11-11: Mega sales
Livestream 12-12 : Partnership x KOCs x Celebs
 06
ACTIVITIES &
CHANNEL
DEVELOPMENT

DIGITAL MEDIA
DEEPDIVE
 CHANNEL STRATEGY | Channel Selection
Creative asset: Choosing channels
with flexibility in creative asset and
format to maximize the test of
creative ideas
Targeting ability: Focus on channels
with deep targeting to effectively test
Media Consumption: Select
with different target interest, behavior
channels based on your target
audience media consumption to combined with retargeting ability
reach them at the right place

Performance Lower Funnel:

Scalability: Select channels with Utilize channels with high lower
large reach coverage to increase funnel performance like qualified
ad exposure with audience rate, sales rate

Channel selection logic

Tiktok Facebook Youtube

 CHANNEL STRATEGY | MEDIA APPROACH|ROADMAP
Timeline Oct Nov Dec
Phase Aware Engage Convert
Stimulate interaction with users using activities to Boosting sales and conversion on e-commerce
Objective Promoting the image of Cuckoo - Korea's clearly demonstrate the "multi -functions" and platforms through Livestreams
No. 1 rice cooker "convenience" of the product

Reach

Facebook Engagement

Bumper
Youtube
Trueview for reach
Digital channel

Tiktok Reach

KOL & Booking

Community

Display Ads Booking Booking

Livestream Livestream Livestream

Google SEM
Always on
SEO
 CHANNEL DEEPDIVE|Facebook
Ads demo
Objective Awareness Engagement Convert

Reach & Frequency

Sub -
channel Engagement

Format Video, banner, album

Direct audience based on Demographics and Interests

Audience
Retargeting audience engaged Cuckoo
Single Video
Direct audience based on Demographics and
Retargeting audience engaged Cucko
Interests

Detail POOL: 12M

Location: 6 Key cities
Targeting Gender: Male & Female Engagement with
Age: 25 - 44 fanpage, video

Report Ad System
Brand lift Study

Carousel
 CHANNEL DEEPDIVE|Youtube
Focus more on Trueview to convey the whole message and use bumper to remind & recall users

Objective Awareness Engagement Convert Ads demo

Sub - Bumper
channel
Trueview for reach

Format Video

Direct audience based on Demographics and topic

Audience Direct audience based on topic, placement, keyword

Retargeting audience engaged Cuckoo

Youtube Bumper
Direct audience based on Direct audience based on Retargeting audience
Demographics and Interests topic, placement, keyword engaged Cuckoo

Detail Targeting based

POOL: 8 M
Targeting on Engagement
Location: 6 Key cities
Gender: Male & Female + Topic with youtube
Age: 25 - 44 + Placement channel
+ Keyword

Report Youtube trueview for reach

Ad System
 CHANNEL DEEPDIVE|Tiktok
Objective Awareness Engagement Convert Ads demo

Sub - Reach & Frequency

channel

Format Video

Direct audience based on Demographics and topic

Audience Direct audience based on hashtag, view video

Retargeting audience engaged Cuckoo

Direct audience based on Direct audience based on Retargeting audience

Demographics and Interests topic, placement, keyword engaged Cuckoo Standard ads

Detail Targeting based on

POOL: 9M + Hashtag Engagement
Targeting Location: 6 Key cities + Viewed video with Tiktok
Gender: Male & Female channel
Age: 25 - 44

Report Ads system

Content ads
 CHANNEL STRATEGY|LOCAL DISPLAY NETWORK
Maximize reach by combining a variety of formats with targeting groups of customers
Display Phases
interested in household appliances, technology equipment, modern lifestyle.

Ads demo
Increase brand awareness and trigger user clicks by
displaying more products, increasing traffic to the
website

VnExpress / Kenh14
ADx Display / Adx Store

Key metrics:
Impression / Click

Maximize reach by catching user attraction by catchy

and diverse format, choose prominent locations

VnExpress / Kenh14
> PC: Hot half page, Top banner, Super midcroll
> MB: Pop-up, In page

Key metrics:
Impression / Click
 CHANNEL DEEPDIVE|SEO | Market overview
In general, Panasonic is having the highest amount of Organic Traffic in the VN market, in which traffic
from Non - brand accounts for ~ 300K. Besides that Cuckoovina has much behind

VietNam Market Cuckoovina Toshiba Panasonic Sunhouse

All Traffic 5,548 - 1,504,800 557,163
Organic Traffic 2,505 - 637,283 434,197
Bounce Rate (%) 56.96% 60.05% 49.23% 67.05%
Page/sessions 3.2 2.87 3.98 1.87
Time on Site (min) 0:01:49 0:01:45 0:04:11 0:01:11
%brand traffic 22% 85% 54% 69%
Non-brand traffic 1,954 - 293,150 134,601

Index URL (Feb.2023) 565 10,600 228,000 5,150

 CHANNEL DEEPDIVE|SEO | Quick Audit
Page load speed is one of the important factors affecting SEO. The slower the page loads, the faster users leave
the page.

While the benchmark is from 90 -100 pagespeed, the page load speed of Cuckoovina.com is: 5 points on mobile
and 33 points on computers, need to fix mobile and computer
CHANNEL DEEPDIVE|SEO | Action Summary

Performance Upgrade Keywords rebuild Onsite optimization

Website performance
upgrade: SEO optimization:
● Compressed all Keywords set rebuild: ● Fix the broken links
images and ● Keywords by and redirect
reduce size funnels ● Increase the
● Build separate ● Increase the amount of
mobile keyword variants backlinks by
optimization site and density promoting PR,
● Increase the sharing
bandwidth
 CHANNEL DEEPDIVE|SEO| Keyword Research

The keywords when customers research Rice Cooker product

● Rice cooker use
● Information
Top funnel ● Review/ Direction
● Product

Ex: Đánh giá nồi cơm điện áp suất cao tần,...

The keywords that customer want to buy Rice Cooker product

● Product
Mid funnel ● Product + Capacity (+ Color)
● Product + Origin
● Product + Adjective
Ex: Nồi cơm điện áp suất cao tần Hàn Quốc,...
● Buy + Product (+ Capacity/
Weight/ Location)
● Buy + Product + Adjective
● Buy + Product + Capacity/ Weight

Low The keywords that customer want to buy Cuckoo's rice cooker product
funnel ● Product + Brand
● Top/Mid + Brand
● Guarantee
 CHANNEL DEEPDIVE|Google - SEM
Defend legitimate trademarks against imitations and attack other competitors by coverage through search
impression share based on the priority level
Keyword Brand
Priority Priority 1
Emphasize official, origin
Strategic Protect brand name from
the paraphrase brand
- Cuckoo,Cuko,
Guckoo,...
Key keyword
- Cuckoo Hàn Quốc
chính hãng
90% Impression share
Maximize SiS, ensure official
website appear when user
Impression share search
DEMO ADS
Product
Priority 2
Emphasis on assurance,
product origin
- Nồi cơm Cuckoo Hàn
Quốc chính hãng
70% Impression share
Improve official brand & drive
users learn more about product
through website
Generic
Priority 3
Introducing products,
emphasizing effectiveness
and brand assurance
- Nấu ăn
- Món ngon Hàn
Quốc
50% Impression share
Raise brand awareness for
those who don't know about
Cuckoo but are highly likely to
consider buying the product
Competitor
Priority 4
Introducing products,
emphasizing effectiveness
and brand assurance
- Nồi cơm Toshiba
- Nồi cơm Tefal
40% Impression share
Competitive with others
brand in users consider buying
competitor product
KOL|PILLARS

1 2 3
Cooking Recipes Feature Showcase Lifestyle

Sharing recipes using

Cuckoo rice cookers, Showcase Cuckoo’s Showcase the utilization
emphasizing on how features and how it can of Cuckoo rice cooker in
Cuckoo’s function can simplify cooking for daily lives, how they could
help churn out better customers elevate life qualitY
food
KOL|KOL SELECTION

Tech KOLs (Home

Cooking KOLs Mass/lifestyle KOLs
Technology)

Males/husbands looking
Target Females looking for
for equipment, home Mass
Audience cooking recipe
appliances

Recipe sharing, utilize new

Tech reviewing focusing Successful individuals in
Features cooking methods in
on Home technology the modern lifestyle
modern lifestyle

60% Lifestyle
Content 80% cooking recipe 80% product function
20% Feature Showcase
Pillars 20% lifestyle 20% lifestyle
20% cooking recipe
KOLs/KOCs STRATEGY|SELECTION
Mass/Lifestyle

KOLs

Gia đình Gia Đình Gia đình Giang Ơi Lê Hà Trúc Trí Phan
Cam Xoài Đậu

Tech (Focusing on Home Technology)

KOLs KOCs

Anh Bạn Kiên

Dino Vũ Giao Heo Anh Chồng
Thân Duy Luân Review
Công Nghệ

Cooking
KOLs

Halsey
Shushu Le
Nam Vlog Tracy Yum Kitchen
 CHANNEL STRATEGY|LIVESTREAM STRATEGY
Objective
Mainly encourage purchases on Ecommerce and branding for products and Cuckoo
Also can leverage the livestream to promote the new product launch

1 Timeline 2 Platforms 3 Talent

Taking place on double days - flash sales
days of Ecommerce platforms Trà My Idol

12.12, 11.11 MC Brand Ambassador Special Guest

(KOLs/KOCs)

4 Format & Activities

Livestream Engagement Minigame Promotion Product showcase

Interact and respond to all viewer Create games to collect coupons on Create a golden time for huge Directly use & experience the product to
comments and product features and purchases or gifts discount at the end of the live to cook rice and demonstrate its functions
pricing discussion attract viewers
 PROMOTION LIVESTREAM
“Hunt” deals with Cuckoo - “Săn” sale cùng Cuckoo

Objectives

● Increase user conversion through special discount and promotions, interact

with viewers through rewarding minigame activities
● Increase the number of Cuckoo Vina fan page followers and
engagement.

How to:

● Livestream on Cuckoo Vina fanpage, linked to 1 of 2 big platforms Shopee,

Lazada.
● In each live, there will be 1 core product (from the pressure multi cooker
line) that the host will introduce its function, design as well as express their
trust when using the No.1 Korea rice cooker

Suggesting timeline:

● 10-10 Super shopping day Shopee

● 11-11 Biggest one day sale Lazada
● 12 -12 Birthday sale Shopee
 PR STRATEGY|SELECTION
Group of media Approach Type of content Format

- Build mass awareness for

Cuckoo as the #1 Korean
rice cooker brand - Educational content
MASS MEDIA - Raise awareness for - Lifestyle content
- E-magazine
customer to avoid copied
brands

- Coordinate with
Tinhte/tech KOLs
TECH MEDIA / - Showcase Cuckoo’s - Video review
- Product highlight
FORUM features and and promote - Advertorial
the message “Cook Your
Meals Your Own Way”

- Showcase Cuckoo’s
features in everyday
- Product highlight - Advertorial
FAMILY cooking and how it can
- Lifestyle content - E-magazine
help simplify the cooking
process

- Showcase Cuckoo as a
lifestyle brand,
- Advertorial
TRENDING implementing the message - Lifestyle content
- E-magazine
“The #1 rice cooker in
Korean story”
 PR STRATEGY|E-MAGAZINE SERIES
Cuckoo - Nồi cơm điện số 1 đến từ Hàn Quốc -
Cuckoo - #1 rice cooker from Korea

Objective: Build mass awareness for Cuckoo and

position Cuckoo as “The number one rice cooker in
Korean story”
Format: eMagazine, suitable to convey the storyline
and showcase the lifestyle aspect of Cuckoo
Newspaper Types: mass, family, trending
Content:
- Cuckoo, thương hiệu mang đến bữa cơm ngon qua
nhiều thế hệ gia đình Hàn Quốc. (Cuckoo, the brand
that brings good rice through multiple generations)
- Cuckoo, thương hiệu nồi cơm điện số 1 Hàn Quốc.
(Cuckoo, #1 rice cooker brand from Korea)
 #YOURMEALS#YOURWAY CHALLENGE

A cooking game minigame that

audience are requires to cook a meal
following their recipe and share with the
hashtag #yourmeals #yourway

We will also leverage Tra My Idol and our

Korean KOL Lee Jun-ho (If possible) as a
guest-star for the show combined with
other KOLs / KOCs

- Channel: Facebook/TikTok
 FAST FLAVOR COOKBOOK

Create a recipe book specifically

for pressure cookers, showcasing how
to create delicious meals in a fraction
of the time using your brand's
pressure cooker.

- Channel: Website
- Social: TikTok /Youtube / Facebook
07 BUDGET & KPI
 Media Plan|Detailed Media Budget
Channel Objective Budget % Budget Impression Click View Engagement CPM CPC CTR Order AOV Revenue

Facebook Reach 400,000,000 20.00% 36,363,636 36,363 11,000 11,000 0.10%

Facebook Engagement 300,000,000 15.00% 3,125,000 10,482 150,000 96,000 28,620 0.34%

Youtube Bumper 100,000,000 5.00% 6,250,000 16,000 0.00%

Youtube Trueview for reach 200,000,000 10.00% 11,111,111 2,000,000 18,000 0.00%

Google SEM 200,000,000 10.00% 203,454 28,571 983,022 7,000 14.04%

Tiktok Reach 200,000,000 10.00% 14,285,714 42,857 14,000 4,667 0.30% 11,635 2,000,000 23,270,000,000

Website SEO 40,000,000 2.00%

Adnetwork LDN 100,000,000 5.00%

KOL / KOC Booking 200,000,000 10.00%

Booking &
Livestream 200,000,000 10.00%
Production
Booking PR Series 60,000,000 3.00%
2,000,000,000 100.00% 71,338,916 118,273 2,000,000 150,000 28,035 16,910 0.17% 23,270 23,270,000,000
Thank you.