Marketing On Air 2022

Team ALO
 TaTragregteCust Custotmeomersrs Awarenes
EXECUTIVE SUMMARY
Big
A heathyIdea Series of 6s Bumper Ads

love language
Multiple family stories in different scenarios
when parents buy snacks for their kids to
"THE MODERN FAMILY"

Engagement & Amplify

show love but hesitant before purchase as
they remember the unhealth aspects of
HOW ARE THEY FEELING WHEN EXPRESSING these snacks Bánh b
a o xin c h à o
THEIR UNSPOKEN LOVE?

My children love snacks, so buying them

A healthy solution for parents to express their
snacks is my option to express my
unspeakable feelings towards them.
feelings & love without worry Sữa Chua Trân Châu Hạ Long
10 hours ago
Interactive Ads: Heath Test
Leveraging Facebook instant experience
However, I acknowledged that most of Do you spoil your
kids healthily?
format, we optimize bumper ads, with an
the current snacks are unhealthy for my YES NO

intruging question to trigger customers come

kids’. Thus, being torn between heart and Sữa Chua Trân Châu Hạ Long
10 hours ago

to the kid's health test, learn about nutrition

Strategic Approach
mind, I still feel guilty and hesitate and drive leads to e-com
whenever buying snacks for them.
Therefore, I hope there is a healthier
iếubé ngoa
Phieu be ngoan x Booth

hP
n
option for me to pamper my kids. Vì con cố gắng học!

Trial booth at offline stores, providing

samples with "Phiếu bé ngoan" and
parents' unspeakable words of love. TSalpoirianelt&
The messages will change based on
lGiotvevheelyourahenguage
altkihyds
cHômông naychúa

From To
xcHômôinngh quá!naychúa Cố gắngxinh quá!Xin lỗi conlên cCốon gắng
lên con nhé! đónvì batrmẹễ nhé! nhé!
SAMPLE STICKER

Spoiled Healthy booth's location

love
FUNCTIONAL
A nutritious snack that
contains nutrition and
probiotics for digestion
love
Trade Marketing
ChiYêềuubébéyê'tốnt tbụng'âm
Expand distribution
EMOTIONAL
Create touchpoint on-premise with
A supporter for parents
to comfortably express
product display in STTCHL franchise stores
love to their kid's Bổ stuhngiếulkhiợi khuẩnăn dặm!mà bé Loyalty program.
 MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE
OVERVIEW AUDIENCE IDEA PLAN

BEING A HEALTHY SNACKING ALTENATIVE FOR KIDS, SCTCSL HAS RIGHT VALUE PROPOSITION MATCH WITH EMERGING
TRENDS IN SNACKING INDUSTRY
The product innovation in "Sữa chua trân châu sấy has the right value proposition to match the emerging consumption in the
lạnh (SCSL)" snack market.
Trends Match

Belongs to
Snacking category 11% Is the CARG of snacking retail sales in 2022-2027

Whereby the highest growth is seen in healthy snacks like fruit snacks or nuts

Market
Yogurt category

Cannot replace yogurt products, the market of

which is saturated and dominated by big
brand names (Vinamilk: 80%)
The mother brand have yogurt products
already
To capture the healthy trend in snacking (Euromonitor 2021)
SCSL is innovative snack altenative compared
to fruit, nuts, salty snatck,... Increased frequency of snacking and blurring lines between snacks and
meals > Seeking balanced nutrition than existing standard snacks
Positioned as "Healthy snacks for
kids, top choice for mom"

Consumer
Containing probiotics beneficial for digestion

With convenience (Euromonitor 2022)

Increase in OOH consumption in Q4/2021 compared to a
Packaging enables on-the-go
consumption with instant nutrition 19% year ago imply growing the demand for on-the-go
snacking
(Kantar 2022)
 MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE
OVERVIEW AUDIENCE IDEA PLAN

AND ITS GROWTH FUELED BY BIG ROOM IN KIDS SEGMENT, THE WELLNESS TREND AMONG PARENTS AND THEIR
AWARENESS OF THE BENEFITS OF PROBIOTICS FOR KIDS' DIGESTION
Children segment (0-12) represent a big opportunity for SCTCHL as snack
manufacturer
23% Populations in 0 to 14 years represent a substantial segment (Statista 2022)

Children in this age group are heavier snackers than their parents (WARC 2022)
To convert the
growth of kid
However, parents is the target for marketing campaign as 2-5 age toddlers’s intake consumption from
is still in their parents’ power whose choices are driven by healthy snacking trend unhealthy to healthy
FOHTEWCROUROGS
snack, brand should
Parents want to educate a role of
inculcate healthier SCSL to parents with
eating habits and small kids as the one
add healthy food to offering the same
their children’s diet. benefits as yogurt in
snacking time to
inculate a more
(Euromonitor 2022) nutritious eating
habits for kids

Rising awareness among local parents about kid's digestion increase the
preference for yogurt consumption

11.9% Growth is seen in the 2022 retail volume of

yogurt products which contain probiotics
(Euromonitor 2022)
 MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE
OVERVIEW AUDIENCE IDEA PLAN

THE NUTRITION, AND PRICE CAN BE HIGHLIGHTED WHILE DISTRIBUTION AND CATEGORY AWARENESS NEEDS IMPROVING
AGAINST LOCAL DIRECT AND INDIRECT SNACKING COMPETITORS PRODUCT
COMPETITIVE LANDSCAPE

High nutritional value,

Attractive to customer

supplementing probiotics
beneficial to kids' digestion
Familiar brand name
Competitive price compare to
foreign dry yaourt product

Nutritious Flavour Brand Category Family Low category awareness for

OFFERING Price Distribution
Value Diversity Awareness Awareness connection freeze dried yogurt product
Low flavour diversity
KEY Emotional
Product Characteristic Penetration Capability
DRIVERS attachment Currently low distribution
compare to the popular snack.
COMPETITOR

Main competitor: Indirect competitor: Leverage emotional attachment-family

connnection which is unseen in
Advantage: high nutritious value with Advantage: more popular, high
snacking category
diverse flavors. distribution
Disadvantages: lower brand awareness, low SCSL could position as an affordable &
distribution potential, and high price. Disadvantage: lack of nutrition
nutritious snack for children

Category awareness & distribution

needs improving
 JTOOB
MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE

Communication objective
OVERVIEW AUDIENCE IDEA PLAN

IN OTHER TO COMPETE CURRENT SNACK ALTENATIVES AND ACHIEVE THE GOALS, BRANDS SHOULD TAKE STEPS TO UTILIZE
MARKET TRENDS AND PRODUCT OFFERINGS

BEDONE
1
Increase brand awareness and functional
Increase sub-cat awareness in snack relevance to 9,000,000 audience.

Marketing objective
category to gain the first-mover advantage
Become the top-of-mind of freeze dried yogurt
by educating parents on the health benefit
of "Sữa chua sấy lạnh" to their children's category for kids from 2-5

EVITCEJBO
development and digestion

Raise product awareness

Increase conversion rate to 8-10% from

Busines objective
by positioning as an "affordable and
nutritious snack for children"
awareness to consideration

Boost sale via distribution

by maximize current potential on 300
Increase the market share by 0.1 - 0.2%
physical stores and increase point-of-sale.
Achieve revenue of 10 billion VND in 6 months
 MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE
OVERVIEW AUDIENCE IDEA PLAN

SEGMENTATION

Affluent Family Modern Family Traditional Family Merchant Family

Middle to upper middle
Income High (A3+)
(B+, A)
Low to Middle (C+,B) Low (CDEF)

Willing to learn and raise Try to afford basics & raise

Try the best method to their kids with modern kids as well as others
Stick to the traditional
Psychology educate children to be method to become a way to raise their kids Don't care much about
successful individuals better individual kids nutrition in daily

Keep to a strict budget

Children's development Plan their spending in
Different members
to be included in any advance Managing to pay their
contributing to
decision-making. Believe that parents have bills
Buying purchase decisions
Less likely to budget for a responsibility to make Less likely to experiment
Behavior depending on their area
day-to-day purchases decisions or stray from their regular
of expertise
Buy imported & Prefer well-known brands purchase choices
Buy common products
premium products rather than own label
on the market
 MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE
OVERVIEW AUDIENCE IDEA PLAN

Demographics Reason to buy Psychographics

LET'S MEET OUR TARGET AUDIENCE!
End-users

M odern
Target Shoppers

Age: 28-35 Convenient, contains Study in nursery school

Psychographics
Having children aging from 2-5 beneficial bacteria Prefer snacks over the
Live in big cities for children's main meal.
Income: Middle to Upper middle (B+) digestion Influenced by new things
Tasty like candy, and

Behavioural
outside their family zone
easy to eat. for baby Affected and copy their

Reason not to buy

To express care and friends
Busy with their work but try to spend the love
rest of energy and times on kids
Familiy-oriented: share and care the most

Behavioural Media behaviour

about kid raising and parenting
Depends on their
Influenced by their parents and other moms
Don't believe in the parents' purchase
reviews, kid-raising content on social media
healthiness and decision

Family
nutrition of Hyperactive and likely
packaged food. to pay attention to
colorful products, toys
Compare brands that offer the greatest
Hang out with parents
at the most affordable price
to the park or
Mobile-savvy: High usage of social media
supermarket at the
Love to share about parenthood with the
weekend.
others on social media or in life
 MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE
OVERVIEW AUDIENCE IDEA PLAN

Their heart said

WHO IS STRUGGLING WHEN...

Some of parents’ love is not said out loud SO buying snacks is a

way for them to express their pampered and love
but their mind does not say the same
However, most parents feel guilty and hesitant when buying
unhealthy snack for their children

Parents often buy snacks when they feel Parents buy

Moms feel guilty Parent agreed they
snacks to
guilty, want to apologize to their children about packing had conflicts when
reward or
after a fight, or when they don't spend
78% unhealthy food 55% deciding what snack

Insight
encourage
much time with their kids and snack in their was going to be
their
little one’s lunch purchased
children
(YouGov 2018) (Turner 2020)
Parents often fill up their kids' favorite snacks at home after school
or buy/ cook for them their favorite snack as a way to
indulge them

My children love snacks, so buying them snacks is my go-to option to express my unspeakable feelings and love
towards them because receiving snacks makes my kids happy and get along with me. However, I acknowledged that
most of the current tasty snacks in the market are unhealthy for my kids’ development. Thus, being torn between
heart and mind, I still feel guilty and hesitate to buy snacks for them. Therefore, I hope there is a healthier option for
me to pamper my kids.
MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE
OVERVIEW AUDIENCE IDEA PLAN

STRATEGIC APPROACH
Wipe off the guilty & hesitation feelings by offering a healthy
way for parents to express their love for kids

BRAND ROLE

"Spoiled" "Healthy"
love love
Buying common yet Leveraging the digestion benefits A healthy solution for
yet still ensures the yummy taste
unhealthy snacks for parents to
for kids, SCTTHL also talks about
kids to express their comfortably express
parental love, which helps
feelings customers to comfortably
their feelings
express it in a healthy way
MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE

A heloveathlaynguage
OVERVIEW AUDIENCE IDEA PLAN

From the BIG IDEA we want to send the

ChiYêềuubébéyê'tốnt tbụng'âm
KEY MESSAGE

With nutritious snack for digestion that kids love, 'kind'

parents can now pamper them by buying snacks as the
way they used to do to express love but without any guilt
and worry about their children's health
 MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE
OVERVIEW AUDIENCE IDEA PLAN

DEPLOYMENT PLAN
Awareness Engagement Amplification

Timeline 1/1 - 1/3 (2 months) 2/3- 30/4 (2 months) 1/5 - 30/6 (2 months)

Spread product awareness as a Trigger the purchase intention, converting

Diffuse the impact of the campaign.
Objective healthy snack for children and an awareness to consideration.
Increase sale revenue.
ideal love express option for parents Create brand love and attention.

Health Test: " Is your love language healthy Livestream and gift promotion on
Series of 6s Bumper ads on to your kid?" e-commerce & Facebook, Tiktok
Key Hook Facebook, Youtube & Tiktok
Trial & Sale Booth: " Give your kids the healthy love language"

The distribution expansion program " Sua Chua Say Lanh có mặt mọi nơi".
Trade Marketing Training and standardize the product's visual merchandise to 300 stores. Loyalty program.

Social Discussion Target Ads Target Ads

Target Ads & FB community KOC, Seeding FB community Seeding FB community
Supporting Tactics
Banner at 300 offline stores Owned Media Owned Media
Owned Media

Budget 300 million 550 million 150 million

Awareness: 5M Awareness: 6M Awareness: 3M

KPI Engagement: 1.5M Engagement: 2.5M Engagement: 1M
Convert: 30M product purchase Convert: 130M product purchase Convert: 180M product purchase
 MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE
OVERVIEW AUDIENCE IDEA PLAN

SERIES OF 6s BUMPER ADS

1 2 Exclusive KOL Participation
Let SCTTHL make Familiar family influencers of
parents more
Representative for "Modern
comfortable to express
love to your kids! family"
ang Lou x Tùng Sơ Have two children aging 6
Tr n
and 2

Hesitation moments of parents when they "SCTTHL" mascot and our product
buy snacks to express feelings to their kids appear at the end of the video with a SUPPORTING TACTICS ON TIKTOK
but they remember its unhealthy aspects product message "good for digestion"
Social Discussion x KOCs Participation
The "hesitation moment" of parents Trigger customers' awareness about the hesitation
moments when buying unhealthy snacks

PRECISION MARKETING
Personalized contents (Love language) to each family situation.

Thủng
Bánh b
a o xin c h à o l o n g f a m il y Baby Kopoho me

Collaborate with KOCs on different platforms to create

Compliments to kids when
they win a competition
videos about the hesitating dilemma when they buy
snacks to express love to their kids, end up with their
choice of buying or not buying and ask the audience:
Apologies to kids when Apologies to kids when
"If it was you, what is your choice?"
parents pick up them late in parents were too angry to
schools scold at them
 MARKET
OBJECTIVE
OVERVIEW
THE KID'S HEALTH TEST
We optimize the bumper ads
about how parents are treating
their kids in Phase 1 on
Facebook ads, which ends with
a question: "Do you spoil your
kids healthily?"
The customers click on the ads to
come to the health test for kids
and address it out by answering
multiple questions regarding kid's
daily consumption.
TARGET CAMPAIGN DEPLOYMENT
AUDIENCE IDEA PLAN
FACEBOOK INSTANT EXPERIENCE 3
Afterwards, there will be a score
based on childhood's nutrition facts
to address the kids' health level.
Sữa Chua Trân Châu Hạ Long
KID'S HEALTH TEST
10 hours ago
Your child's health KID'S HEALTH TEST
level is... Yoghurt consumption is associated with a
healthier dietary pattern. Let's try Sua
1 Chua Say Tran Chau Ha Long!
67/100
Do you spoil your
kids healthily?
Don't worry! Let's take a look at the
detailed explanation and prescribed
YES NO methods below
4 There will be a detailed explanation
Due to the test, your child had over-
and prescribed methods. We will
2 consumed the recommended calories
Sữa Chua Trân Châu Hạ Long
from solid fats in a week. Moreover, your
inject SCTTHL brand image and
10 hours ago
child do not meet the fruit and vegetable
intake recommendations. For a child functional benefit in the learning.
between 2 and 3 years of age, the
recommended daily caloric intake is 1000
to 1400 kcal/day and children’s
recommended fruit intake ranges from 1
cup/day,. The yogurt consumption also 5
^
adds benefits to your kids' development... The "Shop Now" button will drive
SHOP NOW them to our e-commerce page
 MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE
OVERVIEW AUDIENCE IDEA PLAN

"PHIẾU BÉ NGOAN" IN SALE & TRIAL BOOTH

Booth activities Booth display
One basket of 3-4 SCSL samples 300 offline stores of STTHL - everyday
Providing reward stickers: "PHIẾU BÉ NGOAN" which is familiar with 10 Big kindergartens in HCM, HN, DN - 2 in week

HOW?
nursery children, added with the unspeakable words of love from parents. days

iếubé ngoa At scho l

3 Big parks at HCM, HN, DN - weekend.

pt su ermarket
These messages will be changed based on the booth's location:

iếu bé ngoa
5 Megamall center at HCM, HN, DN- weekend.
Matching with the location of children and

WHY?
hP
n

hP
parents gathering

n
A
Utilize current distribution to maximize POSM

iếu bé ngoa iếubé ngoa

Vì con không khóc
Vì con cố gắng học! nhè nhõng nhẽo!
hP

hP
n

n
TSalpoirianelt&
Xin lỗi con vì ba mẹ Vì con đã giúp ba
đến trễ mẹ trông đồ!

Parents can take a sample and the stickers containing the message then

Gilotvevheelyourahenguage
kialthyds
give it to their children to say what they mean
iếubé ngoa
iếuiếbuébnégnoiếgauoabé ngoa iiếếuubbéénnggooaa

hP h
n n
hP hP
nn
hPhPP
nn
Vì con đã giúp ba
mẹ trông đồ!
Xin lỗi con vì ba mẹ
Xin lỗi con vì ba mẹ đến trễ
đến trễ
Vì con không khóc Vì con không khóc

Sellers also advertise products for parents and sell directly at the booth.
Vì con đã giúp ba
nhè nhõng nhẽo! nhè nhõng nhẽo!
mẹ trông đồ!

SAMPLE
STICKER
 MARKET TARGET CAMPAIGN DEPLOYMENT
OBJECTIVE
OVERVIEW AUDIENCE IDEA PLAN

1 "Sữa chua sấy lạnh có mặt mọi nơi" program

TRADE MARKETING INITIATIVES
2
CreaditesptolaucyhinpoiSTnTtCon-HLpfrreamncisheiswie sthtoprresoduct
EXPAND the distribution to convenience and baby stores Optimize 300 store (current distribution channel) to trigger sale

Stores near citizen apartment and schools Display SCSL in customer visibility:
On the cashier
On the table (To trigger
purchase when eating Sua
In this program, SCTTHL will Gift and promotion voucher chua tran chau Ha Long at
display standees at the will be ultilized to motivate store)
collaborative stores and position customers purchase.
products near the cashiers to raise
the product's visibility awareness A small teddy bear for Give training to franchise stores to advertise
SCTTHL purchase
above 200,000 VND
new products
G ift s p r o m o ti o n Motivate with commissions to the top 100

Loyalty program
franchise stores that have the highest sale
HaSuaLongChuađãTrcaónmặtChautại EE
FR PING
Free voucher topping
for SCTTHL purchase
ChiYêềuubébéyê'tốnt tbụng'âm
P
TO
FREE above 100,000 VND
TOPPING

=> convert new 3

Bổ stuhngiếulkhiợi khuẩnăn dặm!mà bé Voucher customers to physical Brand benefit Customer benefit:
stores.
To collect customers' data Teddy bear on birthday / Free topping
and retaining program. for STCTHL purrchase