PANASONIC

STEAM CONVECTION OVEN

MARKETING PLAN NOV 21 – APR 22
AGENDA

1. PRODUCT AND USPs

2. MARKET OVERVIEW

3. TARGET AUDIENCE

4. CONTENT PLAN

5. OBJECTIVE

6. TACTICS & TIMELINE

7. ECOMMERCE ALIGNMENT EXAMPLE

8. BUDGET ALLOCATION

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 PRODUCT & USP
(JTBD) Product that
STEAM CONVECTION meets consumer needs, Good for the
OVEN price
For whom want to cook Variety of
DS-596
Healthy dishes for family & kids with Less
effort

Microwave with steam function

✓Steam
✓Auto-Menus
✓ Grill
✓ Microwave
Big Size: 27L
Premium Look
VND 12,610,000

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THE MARKET
SIZE Revenue in the Microwave Ovens segment amounts to
US$33M in 2021.
The market is expected to grow annually by 0.89%
(CAGR 2021-2026)

VOLUME TREND In the Microwave Ovens segment, volume is expected

to amount to 0.31m pieces by 2026.
The Microwave Ovens segment is expected to show a
volume growth of -6.5% in 2022.

SALE CHANNELS 95.4% Offline channel percentage (stores)

4.6% Online (Ecommerce)

ECOMMERCE PLATFORM IN VIETNAM

THE VIETNAM MARKET • LAZADA
MICROWAVE OVEN • SHOPEE
• TIKI (local) 4
Sources: Statista
 THE VIETNAM MARKET - COMPETITORS
W H Y ST E A M
WHO AUDIENCE
SERIES ARE K E Y P L AY E R S C O M P E T ITO R ’ S C O M M UN I C ATI O N S O N D I G I TA L
IS
C O N S I D E R ED
Sterilize baby’s
Pregnant or new products
mothers Cook healthy/ nutritious
food for mom & babies
Key message: Reduce fat
and salt for healthy meals
Save time with all-in- Capacity: 25L/27L
Business women with
one functions Key Function: Inverter, Grill 1600W,
kids
Easy to use 230oC, Auto menu, Auto clean
Price: VND 6,450,000 (physical
store)
Key activity: Facebook ads only
Various menus can be Video Series to promote
Housewife cooked healthy purposes and all-
All-in-one functions in-one function

Cook lover Care about health

Capacity: 31L
Healthy Eating
Care about health Key Function: Inverter, Auto menu,
Promote Easy to cook/
Purpose Auto clean
Price: VND 13,990,000 (physical Easy Operations
Middle-Upper class store)
Home space issue
people looking for Key activity: Facebook ads only
Premium look
premium experience

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 TARGET AUDIENCE
NEW-GEN COOKING ENTHUSIASTS
Segment size
(estimation)
18% of population

Gender/Age More males and females in 30-40 years old

54% having children
Family structure (nuclear family)
89% employed full-time
Household income per
month
VND 33,000,000

Attitudes towards 64% Cook everyday. Modest response.

cooking Enjoy cooking, confident. Care about nutrition and how it looks
Ease of use
Cooking performance
Important Criteria
Energy efficient

Information Source for General Internet search

Microwave Oven Recommendation from friends/family
Purchase Professional/bloggers review
Issues
(Pain points when Limited time + Food waste 6
cooking)
STEAM OVEN CONTENT
PILLARS
CONSUMER
CHARACTERISTICS
Based on the market trends,
consumer characteristics and
problems, we select 4 pillars to
develop content and tactics for the
product plan
• Limited time (Use of frozen food,
no time to cook)
• Potential waste food
• Enjoy cooking, confident. Care
about nutrition and how it looks
• Study reviews from friends/ online
users/ Professional/ bloggers
review before purchase.
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 OBJECTIVES

ONLINE SALES 5,000 4,747

4,500
Aligned with Ecommerce to Increase online sales by 10% 4,000 3,806 3,807
compared to last year from marketing activities 3,500
3,023
3,231 3,206

Million (VND)
3,000 2,663
(appx VND 3,000M) 2,500
2,447

2,000 1,824
1,500 1,248
1,046 1,027
INCREASE AWARENESS TOWARDS 1,000
426 568
748
448
500
STEAM CONVECTION OVEN -

Jul-20

Jul-21
Feb-21
May-20

May-21
Apr-20

Aug-20

Nov-20

Apr-21
Jun-20

Dec-20

Mar-21

Jun-21
Oct-20

Jan-21
Sep-20
Increase social media impressions among new target
audience by 200,000 new per month
Panasonic online sale revenue chart (Vietnam market)

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CUSTOMER JOURNEY

Information Source
for Microwave Oven AWARENESS CONSIDERATION PURCHASE
Purchase

• General Internet • Product review on web

• Study review on • Voucher/
New Gen search • SEM to get highest
social (community, Promotion
Cooking • Recommendation result on search
EC sites) • Service (Shipping,
enthusiasts from friends/family • Facebook ads
• Study on SNS installation)
• Professional/ • Micro influencer(KOLs)/
website
Bloggers review community groups

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TACTIC
PILLARS R EC I P E S PRODUCT USP R E V I E WS PRODUCT TIPS

Recipes for each Bring benefits to Product review and How to use the
type of users consumers comparison product effectively
• Mom has babies • Focus on cooking • Compare with • Added value with
• Busy mom with performance other Panasonic cleaning function
Content
kids • Focus on easy line-up • Sterilizer mode for
Direction
• Healthy Purpose cooking process/ • Compare with baby’s product
• Big-size family quick time competitors
• Cook lover • Real UGC reviews
from users
• TikTok/ Youtube • PR Review • Product page with • Facebook Ads
• Facebook Ads • Facebook Ads review from Users • KOLs
• KOLs (family • Community Group • Community Group
Tactics
centric) • PR • TikTok/ Youtube
• Community Group

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STEAM OVEN PLAN – TIMELINE

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ALIGNMENT WITH ECOMMERCE PLAN (NOVEMBER
EXAMPLE)
W1 W2 W3 W4 W5

EC tactics -> UPLIFT* - -> BOOST SALES -> -> BOOST SALES -> -> UPLIFT -> -> BOOST SALES
> MEGA 11.11 LAZADA SHOPEE PANA DAY TIKI SUPER PANA ->
TEASING LEGENDARY TIKI DAY TIKI BLACK
FRIDAY
16-20th Nov 23th- 25th Nov 26th-28th Nov
Primary
campaign

Co- Co-branding in November:

branding Steam Oven + Nestle
activities

Marketing SEM
paid Facebook Ads
boosts Seeding/ KOLs
Youtube/ Review/ TikTok
EC platform ads tools
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*Weekly campaign Uplift Ecommerce reference example in appendix
BUDGET ALLOCATION
(S G D)

Facebook Ads
40%
• Proposed budget for 6 month
KOL/Influencer span
30%
• The allocation is based on the
PR/Reviews frequency of tactics used for
20% content pillars
• The tactics for awareness of
Affiliate/GDN product and sale boost in
10% alignment with Ecommerce would
be set for higher budget
420,000 SGD
PROPOSED BUDGET

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APPENDIX

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TIKTOK/YOUTUBE

RECIPES PRODUCT TIPS

Cooking recipes to use with the Maximize the use of your oven
convection steam oven in form of with tips on maintenance, energy
short video (Tiktok) or longer saving, kitchen hacks
(Youtube)

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 SEEDINGS/KOLS

SEEDINGS/COMMUNITY KOLs/REVIEWS
GROUPS (earned) (earned/paid)
Seeding based on the - Micro influencer to review the product & how to use it
content pillar: cooking - KOLs who matches the target audience characteristics to
performance, all-in-one post review with the product
product on the market, is - Reviews from Social networking sites and ecommerce site
Panasonic a good brand,
other how-to, etc.

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FACEBOOK ADS

RUN FACEBOOK ADS

(PAID/EARNED/OWNED)

Focus on posts about recipes, experience,

USPs of the products, and tips to use product
effectively.
Aligned with peak time for Ecommerce to
drive traffic to Ecommerce platforms
Panasonic online channels:
https://www.panasonic.com/vn/en/consumer
/where-to-buy-online.html

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 PR/AFFLIATE

Paid PR articles on newspaper with focus on target audience

(nuclear family)
Paid Affiliate commissions from partners to increase coverage

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 2020Weekly
– MKT campaign
Strategy – Uplift Ecommerce
EC Weekly Promosreference
to join

Cate Campaign
FlashDeal Happy Wednesday (TBU) Payday Livestream
Baseline Uplift 1.5X – 5X 2.1X 2.5X 4.1X Up 3x followers
Current Pana Mar Up to 7.5 to
Baseline: VND5Mil 25Mil Up to 10Mil Upto 12.5Mil Upto 20Mil Up to 3000 new fl
Frequency(*) Daily Weekly Daily Monthly Daily
Pana frequency Weekly Weekly Weekly Monthly Monthly
Flash sales Flash sales Flash sales Flash sales -
Flexi Combo Flexi Combo Flexi Combo Flexi Combo -
Mechanism available
Vouchers Vouchers Vouchers Vouchers Vouchers
Price discount Price discount Price discount Price discount Price discount

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