GROUP 4 FINAL REPORT

GROUP ASSIGNMENT
Topic: Integrated Marketing
Communication Program

Group Members
Bùi Ngọc Anh - HS163153
Vũ Thu Trang - HS163081
Class: MKT1618

Trương Thị Huyền My - HS163155

Subject: MKT304

Đào Thị Huyền Trang - HS163141

Lecture: Trần Tuyết Minh

Trần Cẩm Ly - HS163125

1


TABLE OF CONTENT
1. Introduction .....................................................................................................................................3
1.1 Company ...........................................................................................................................3
1.2 Chinsu chili sauce ............................................................................................................4
1.3 Chinsu's customers ............................................................................................................5
1.4 Objectives .........................................................................................................................5
2. Analysis of Promotional Program Situation ................................................................................6
2.1 Internal analysis .................................................................................................................6
2.11Promotional/ Marketing Department organization...............................................8

2.12 Firm’s ability to implement promotional program ..............................................9
2.13 Agency evaluation and selection Review of previous program results ...............11
2.2 External analysis ................................................................................................................11
2.21Consumer behavior analysis.................................................................................11
2.22Market segmentation and target marketing Market positioning...........................14
3. Analysis of Communication Process .............................................................................................15
3.1 Analyze receiver’s response processes ..............................................................................15
3.2 Analyze source, message, channel factors. .......................................................................17
3.3. Establish communication goals and objectives .................................................................18
4. Develop Integrated Marketing Communications Program .........................................................18
4.1 Advertising .........................................................................................................................18
4.2 Direct marketing.................................................................................................................25
4.3 Digital/Internet marketing ..................................................................................................25
4.4 Sales promotion ..................................................................................................................27
4.5 Public relations/publicity....................................................................................................29
4.6 Personal selling ..................................................................................................................29
5. Budget Determination ....................................................................................................................29
5.1 Set tentative marketing communications budget................................................................29
5.2 Allocate tentative budget ....................................................................................................33
6. Evaluate promotional program results/effectiveness (How/ tools) ............................................34
7. Conclusion .......................................................................................................................................35
8. Reference ..........................................................................................................................................36

2


1. Introduction
1.1 Company
Masan Consumer named Masan Consumer Goods Joint
Stock Company is the company that occupies the 7th

position in the list of Top 50 most valuable brands in
Vietnam in 2016 and ranks 2nd in the consumer goods
industry. Masan Consumer manufactures and distributes a wide range of food and beverage products.
Its products include soy sauce, fish sauce, chili sauce, instant noodles, instant coffee, instant cereals,
and bottled beverages. Masan - The origin of Chinsu brand to meet the needs of 90 million Vietnamese
customers.
In 1996, Masan started with the food industry, established Viet Tien Technology - Industry Trade JSC, specializing in spices. In 2000, Masan established Minh Viet Import-Export and Industry
Joint Stock Company, specializing in trade and import and export. In 2003, Viet Tien Company and
Minh Viet Company merged to become MaSan Industry - Trade Joint Stock Company. In 2008, Masan
Industry and Trade Joint Stock Company changed its name to Masan Food Joint Stock Company
(Masan Food). In 2011, Masan Food Joint Stock Company changed its name to Masan Consumer
Goods Joint Stock Company (Masan Consumer).

3


In 2002, Chinsu Masan was born with the mission of approaching the high-end spice market in
Vietnam with a diverse product portfolio: fish sauce, soy sauce, chili sauce, ketchup. In addition to
Chin-su, Masan Consumer is also proud of the brands Tam Thai Tu, Nam Ngu, Omachi, Tien Vua,
Kokomi, Bfast, Vinacafe, Wake-up, Vinh Hao... All Masan products are aimed at safety. for the health
of customers.
Masan is the company that owns the Chinsu chili sauce brand. Currently, many people still
mistakenly believe that this business is from abroad. However, Mr. Nguyen Dang Quang - Chairman
of Masan shared "The name Masan implies a Vietnamese company, Manh and Sang on the S-shaped
strip of land".
1.2 Chinsu chili sauce
Chinsu chili sauce is one of the most popular condiments today thanks
to its pungent taste, which increases the deliciousness of the dish. Therefore,
genuine Chinsu chili sauce products are widely sold in stores, supermarkets,
and grocery stores across the country.

Chinsu chili sauce is made from bright red chili peppers and fresh garlic
cloves, then pureed and blended, bringing a pungent but not harsh taste, on
the contrary, extremely fragrant. The product has a beautiful, wavy red color,
often used to dip into fried dishes, mix into dry dishes and stir in water to
taste delicious. Products meet food safety standards, do not add artificial
spicy or prohibited chemical ingredients.
After years of striving and development, Chinsu chili sauce gradually becomes close to every
Vietnamese family, present widely from rural to urban areas, from small kitchens, popular shops or
luxury restaurants.
Masan is the company that owns the Chinsu chili sauce brand. Currently, many people still
mistakenly believe that this business is from abroad.

4


1.3 Chinsu's customers
One of the most important and decisive factors to the marketing activities of the business is the
customer. Chinsu's customers come from two sources: Retail customers and distributors such as agents
and supermarkets. In order to have the perfect marketing strategy, Chinsu sought to understand and hit
the right habits of customers.
In Vietnam, Chin-Su is leading the chili sauce market with a 60% market share. In addition, this
product has been exported to Japan, North America, Europe, Australia, China, Korea…
1.4 Objective

Masan's upcoming objective is to expand the scale of "Point of Life". Specifically, in 2022,
Masan will initially expand the scale of the WinMart+ chain by 700 - 1,000 points of sale, bringing the
total number of mini supermarkets to 3,300 - 3,600 points before the end of 2022. Masan also plans to
convert at least 50 % of WinMart+ selling points into mini-mall stores.
Expansion into modern retail has increased Masan's market reach from just 1% of the consumer
budget to nearly 25%. Masan's next five-year plan is to build an efficient model to serve 30 to 50

million consumers and create a tremendous value chain. This means that consumers will save 5-10%

5


on essential goods; producers and farmers will increase profits by 5-10%; Retail franchise partners will
increase their profits by 5-10% over their current operations.”
The objective of Chinsu Chili Sauce is to prolong the product life cycle and successfully become
a popular product in the top of mind of Vietnamese and international consumers. By 2030, Chin-su
strives to become one of the 10 strongest chili sauce brands in the world, contributing to bringing
Vietnam's processed agricultural products to the world.
2. Analysis of Promotional Program Situation
2.1 Internal analysis

Strength: The Board of Directors has the capacity, vision, and
strategy to develop the company. The staff have good knowledge of
the domestic market and a lot of experience in the international
market with foreign partners. Masan Consumer focuses on
investing in strong brand building, which has resulted in many
brands quickly gaining market share in the condiments,
convenience foods, and coffee industries. Large distribution and agent system: Masan Consumer owns
a large distribution channel system. The distribution network of the company is very strong, the sales
points are spread throughout 64 provinces. The company has unique marketing activities, multimedia
communication, and promotional campaigns, so brand awareness is very high. The company owns the
most modern Research and Development Center (MRD - Masan Research & Development Center) in
Vietnam. The production process is "closed", and the management is strict, promoting the development
of consumer goods products and diversifying product categories. The company's products have been
chosen by many consumers. Many products such as Chinsu fish sauce or Omachi instant noodles are
suitable for the consumption needs of Vietnamese people.
Weakness: Spending too much budget on promotional activities and product development costs.

The management and treatment of employees and key management teams are not really good. Most
6


raw materials are currently imported from abroad leading to high production costs. The company has
not been able to adapt to unforeseen changes in business activities in the industry or in economic
conditions, which greatly affects the strategies of the company.
Opportunity: Masan Company is a reputable joinj-stock company above, so it has the ability to
mobilize many capital sources in the financial market. Now that Vietnam has joined the WTO,
Vietnamese enterprises benefit from preferential export policies, so the ability to develop with other
countries in the world is more favorable than before. Demand for export consumer goods is increasing,
and the State's policies encourage exports to foreign markets. Economic recovery and rising incomes
lead to a great demand for packaged food products that still ensure nutrition and food safety. The State
strengthens the campaign "Vietnamese people give priority to using Vietnamese goods" in the new
situation. This campaign aims to increase the market share of consumption of goods and services
produced by Vietnamese people, and actively support the development of the domestic market in a
sustainable way.
Threat: The Covid-19 epidemic has caused disruptions to the production process and incurring
costs. Besides, the company's plan to launch new products was also delayed due to the impact of the
pandemic. The trend of using water-branded products is increasing, and the State's open-door policy
creates conditions for foreign enterprises to strongly attack the domestic market. As income increases,
the standards of customers are getting higher and higher, which poses a great challenge for
manufacturers to diversify product categories but still ensure quality, good health, and competitive
prices. painting. Price competition in both import and export markets. Competitive pressure to attract
labor resources when there are many potential competitors and big foreign brands in the market. The
exchange rate between the Vietnam doing and other foreign currencies is on an upward trend along
with inflation leading to higher import prices of production materials.

7

2.11 Marketing Department organization

8


Source: Masanconsumergroup.com
2.12 Firm’s ability to implement promotional program
The field of fast-moving consumer goods (FMCG) is considered a fertile land, but the level of
competition is extremely fierce. If businesses do not invest in continuous brand promotion, it also
means giving up the playing field to competitors. Therefore, it will not be too surprising if top
enterprises such as Masan Consumer, Vinamilk, and Sabeco ... spend trillions of VND per year on
advertising and image marketing.
For Masan Consumer, if the amount spent on advertising in 2014 was only VND 1,282 billion,
equivalent to 10% of total revenue, by 2015, advertising expenses had reached VND 1,500 billion,
equivalent to 11%. turnover. In the first 6 months of 2016, this figure continued to increase by 26%
YoY to VND 737 billion, equivalent to 13% of revenue.

9


In 2017, Masan Consumer's selling expenses were VND3,013 billion; in which, advertising and
promotion expenses, market research display expenses account for 2,195 billion VND, equivalent to
more than 6 billion VND per day.
After five years from being the top 3 largest advertising spenders in Vietnam and reaping revenue
growth "on all fronts" of consumer goods, Masan Consumer has increased its inventory to 80 Today,
although the distributor benefits from the big promotion policy and cheap purchase, of course, the
revenue and cash flow of the company has decreased accordingly. Realizing the disadvantage of the
sales strategy is also a necessary marketing support for new products, especially as Masan Consumer is
planning to increase the proportion of its premium products, the Company has returned to the strategy

of contributing to the success of the market. The previous stage: Invest in marketing to build strong
brands.
With the characteristics of essential and fast-moving consumer goods, the company is forced to
use marketing to increase brand love and remind customers of the company's products. That is why
Masan is one of the companies that has spent a lot of money on advertising and has become the Top of
mind in its field.

10


Therefore, the company is fully capable of implementing campaigns to increase revenue and
increase brand awareness
2.13 Agency evaluation and selection Review of previous program results
Masan has always focused and invested seriously and effectively in advertising activities,
becoming the top 3 companies with the largest and most effective advertising in 2018. In advertising
for Nước mắm Chinsu products, staff Masan's marketing and advertising has done well in
implementing the idea and exploiting the advantages of the product, thereby helping Chinsu fish sauce
products to stand out from competitors' products at the same time, Knorr Phu Quoc. With large media
coverage on TV shows and social media advertisements, Masan's products have become familiar to
generations of Vietnamese consumers.
Currently, chin su chili sauce is at the top of mind. But lately there hasn't been a campaign
specifically for chinsu chili sauce.
2.2 External analysis
2.21 Consumer behavior analysis
To have an accurate and specific view of Chinsu chili sauce brand awareness and identify the
products competitors. The team conducted the survey and got the following results:

Brand

Chinsu

Cholimex

Vifon

Tâm Đức

Sriracha

Under 18 years old

8

1

0

0

0

18 to 24 years old

32

28

3

2

3

Over 24 years old

5

1

0

0

0

Figure: Chili sauce chart is most popular among consumers by age

11


Chart: Chili sauce is most popular among consumers by age
The survey had 86 participants. The most surveyed age group is 18 to 24. From the survey, it can
be seen that chinsu chili sauce is in first place in the group and closely followed by Cholimex. This is a
remarkable competitor when it is increasingly expanding and capturing more market share.

Source: Google Trend

12

According to the survey on Interest over time in Vietnam in the last 12 months, the search level of
chinsu chili sauce was on average higher, but there was a time when cholimex chili sauce surpassed
chinsu. Therefore, a battle is needed campaign specifically for chinsu chili sauce to increase brand love
and remind.
Industry growth rate:
Comparatively speaking to other condiments like fish sauce and soy sauce, the Vietnamese
market for chili sauce is underdeveloped. Chili sauce has traditionally been used as a dipping sauce,
but it is increasingly being used in cooking. Due to the market's wide availability, increased demand
for convenience, and health concerns, consumers have also switched from using fresh chili to branded
chili sauce. The retail price of chili sauce in Vietnam is anticipated to reach about VND
558,000,000,000 by 2013.

13


The following tendencies, which have evolved during the previous several years and are probably
going to keep influencing chili sauce retail sales:
In the past, chili sauce was used as a dipping sauce for dried seafood in Southern Vietnam and as
a condiment for rice and noodles in the North. Consumption of chili sauce has increased as a result of
the introduction of chili sauce in fast service restaurants like KFC, Lotteria, and Pizza Hut.
Changes in consumer behavior - Violent marketing and creative packaging have increased
customers' interest in chili sauce. The constant increase in consumption has also been facilitated by the
progressive substitution of chili sauce for fresh chili.
Health and safety concerns - Vietnamese consumers started moving to branded chili sauces
because of rising health concerns in food manufacturing and consumption. As customers become
increasingly brand conscious and concerned about food safety, this trend is anticipated to continue.
Product Innovation: In response to the rising demand for chili sauce, manufacturers have
produced varieties with extra benefits, such as Masan's Chin-su chili sauce, which is vitamin Afortified (Thêm của các tương ớt khác). A minor portion of the market is also being taken up by "sweet
and sour" chili sauces and sauces that also contain tamarind, plum, and garlic. It is anticipated that the
introduction of new goods will maintain consumer interest in branded chili sauce.

2.22 Market segmentation and target marketing Market positioning.
Through the general assessment of the market, it is found that the market for chili sauce products
is growing rapidly, to have a successful campaign, it is necessary to determine the right STP.
Market segmentation: Based on the content of the chinsu campaign, it brings convenience, a
happy meal, and a loving reminder. So, segmentation will be based on demographic, behavior, age,
lifestyle, psychological to determine the target audience
Target marketing: This campaign is aimed at young people (18-25 years old) who are currently
students, blue-collar, white-collar work away from home, the fast pace of life, always busy with work.
and study. Having a fast-paced lifestyle, busy with work and not paying much attention to a nutritious
meal. Focusing mainly in big cities where everyone is busy with work (Hanoi, Saigon,..).
14


Geographic

Demographic

Behavior

Big cities

Young people from 18 - 24

Fast-paced life

North in Vietnam

years

Busy by working

Away from home
Student
Blue collar
White collar

Market positioning: Is a product reminiscent of happy meals full of nutrition. Help users feel
good when using the product. The campaign is also the purpose of increasing brand love customers
about the product, the product always accompanies you with every meal.
Currently, chinsu chili sauce products are in the top of mind of the industry, to increase brand love
this campaign with the desire that chinsu chili sauce always accompanies you in every meal, is a part
of Vietnamese memories.
3. Analysis of Communication Process
3.1 Analyze receiver’s response processes
The AIDA model was developed to represent the stages a salesperson must reach a customer in the
personal selling process. This model depicts the buyer successively passing through attention, interest,
desire, and action (Advertising and promotion: an integrated marketing communications perspective,
George E. Belch & Michael A. Belch, page 161)

15


-

Attention:
+

In recent years, Chinsu chili sauce is leading the chili sauce market in Vietnam
(according to the military newspaper, in 2021 Chinsu will account for 60% of the market
share), but Chinsu chili sauce is increasingly competing with many brands. such as:

Cholimex, Vifon,... So to draw attention to TA, first in this campaign will create a topic
for everyone to discuss on Facebook, then book some influential people to post to state
their views. about this topic and tag the campaign hashtag

+

Using banners and booking print media

- Interest:
+

The campaign's target audience is men and women aged 18-24. According to a report
by the United Nations Children's Fund (Unicef) in 2017, more than a third of internet
users in Vietnam are between the ages of 15-24. Therefore, this age has a very high level
of interaction with social networks. So Chinsu will create events on platforms like
Facebook, youtube and tiktok and create models to get people interested.

-

Desire:
+

Create advertising TVC to increase the connection between customers and products.

+

Create customers' wishes by creating a winning scratch code on a chili sauce bottle for
a chance to win many attractive gifts.
16

-

Action:
+

Bringing products to market through retail systems, supermarkets, trade centers. Places
people can easily find and buy.

3.2 Analyze source, message, channel factors.
-

Source:
+

Chinsu's target audience in this campaign is mainly aimed at young people (from 18 to
24 years old). Therefore, the appropriate source that Chinsu chose to convey the
message to TA this time is based on the attraction of KOLs who are similar to TA and
are liked by TA.

-

Message:
+

The campaign "Thousand of loves in the taste of nostalgia" (Vietnamese is “Ngàn yêu
thương, muôn vị nhớ). In the campaign, the message conveyed to customers is "It is not
every Tet that we feel homesick. Because family is always inside of each of us". The
campaign aims to evoke homesickness and convey the love of family to those who are
studying and working away from home through the flavors of familiar family dishes

eaten with Chinsu Chili Sauce.

-

Channel Factor:
+

Facebook: Chinsu is the most active on the Facebook platform with 306,857 thousand
likes. Therefore, Chinsu will post product information lines, and campaign messages
from stories about family meals with Chinsu Chili Sauce.

17


+ Youtube: No less than Facebook on this platform Chinsu has 158 thousand subscribers.
On Youtube, Chinsu will post TVC and cooking videos with Chinsu Chili Sauce

3.3. Establish communication goals and objectives
-

-

Goal:
●

Increase brand love with customers

●

Affirming the top position of mind for the customer segment from 18 to 24 years old

Objectives:
●

Increase 10% profit of Chinsu chili sauce products compared to before the campaign

●

Increase 15% sales of Chinsu chili sauce products

4. Develop Integrated Marketing Communications Program
4.1. Advertising
4.11 Out-of-Home Advertising Media
-

Billboards: Place large billboards hanging overhead in the outdoor.
-

Quantity: 4 Billboards

-

Location:
●

Ho Linh Dam, Giai Phong, Hanoi

●

Lane 4 Lac Trung – Kim Nguu – Thanh Nhan, Hanoi

18


●

Lane 4, Phan Dang Luu – No Trang Long, Ho Chi Minh City

●

Binh Trieu Bridge, Binh Thanh, Ho Chi Minh

-

Time: During the campaign

-

Billboards are placed at locations with high traffic volume and are easy to see, it will
be noticed by passersby. Advertising content placed on large billboards will attract all
eyes and influence all people in traffic.

-

Street Furniture: Do low-level advertising such as putting up posters at bus stops
-

Quantity: 12 bus stops
•

Hanoi: 6 bus stops

•

Ho Chi Minh 6 bus stops

-

Time: During the campaign

-

At most times of the day there will be people waiting for the bus and when bored,
people will tend to look at everything around them. So, when putting up posters at bus
stops, it will help us reach more people.

-

Transit: Display banner of Chinsu chili sauce on the outside of the bus
-

Quantity: 10 cars
•

Hanoi: 1 bus of each route 74, 88, 107, 16 of Hanoibus

•

Ho Chi Minh City: 1 bus of each route 05, 06, 08, 10, 53, 56 of Quyet Thang
Bus Transport Cooperative

-

Time: During the campaign

-

We choose regular bus routes that go through the university and will go around the
city. So when we put the banner on the car, it becomes easier to reach our potential
customers.

19


4.12. In-Store Media
-

In- store ads: Advertising in supermarkets, trade centers. Place a giant bottle of chinsu chili
sauce next to Chinsu's stall in Winmart.

-

Quantity: 5. Weekday 200 cards message 1 day, weekend 500 cards.
•

Hanoi: Winmart at Vincom Nguyen Chi Thanh, Vincom Center Tran Duy
Hung, Vincom center Pham Ngoc Thach, Vincom Center Lieu Giai, Vincom
Center Tran Duy Hung, Vincom Ba Trieu

•

Ho Chi Minh: Winmart at Vincom center Mega Mall Thao Dien, Vincom
center Dong Khoi, Vincom Plaza Quang Trung, Vincom Plaza Ba Thang Hai.

-

Time: During the campaign

In- store TV: Show TVC 5s of Chinsu chili sauce on TVs in shopping centers and
supermarkets.

-

-

Quantity: all supermarkets and commercial centers of Hanoi and Ho Chi Minh

-

Time: The first week of each month for the duration of the campaign.

Shopping cart signage: Advertise on shopping carts and shopping carts of supermarkets and
trade centers by gluing decals and advertising posters of Chinsu chili sauce to locations around
trolleys and shopping carts.
-

Quantity: Winmart supermarkets of Hanoi and Ho Chi Minh, 10 cars each.
20


•

Hanoi: Winmart at Vincom Nguyen Chi Thanh, Vincom Center Tran Duy
Hung, Vincom center Pham Ngoc Thach, Vincom Center Lieu Giai, Vincom
Center Tran Duy Hung, Vincom Ba Trieu

•

Ho Chi Minh: Winmart at Vincom center Mega Mall Thao Dien, Vincom
center Dong Khoi, Vincom Plaza Quang Trung, Vincom Plaza Ba Thang Hai.

-

Time: During the campaign.

-

Advertising at shopping centers and supermarkets is one of the communication ways
to help the brand spread extremely well and bring customers closer to the purchase
decision. And it helps to reach consumers in a smarter and more efficient way.

4.13. Print Media: Booking ads in channels for young people such as: kenh14, Yan news.
a. Kenh14

Source: Kenh14's reader report

21


-

Featured articles in the first 2 days of the first week of the project then turned into
EMAGAZINE for PCs and phones for 5 days HOME PC for the remaining 5 days.

Figure: SPECIAL EMAGAZINE for PCs and phones (Source: Kenh14)
-

Banner Billboard Plus: Share position with 3 brands in the first week

Figure: Banner Billboard Plus in Kenh14 (Source: Kenh14)

22


-

Banner Medium rectangle: share 3 brands a week, made after the first week

Figure: Banner Medium rectangle in Kenh14 (Source: Kenh14)
b. Yan news:
-

Highlights Home page and posts increase 1 week, running in the first week

Figure: Highlights Home page Yan news (Source:Yan news)

23


-

Mast-head runs the first week of the campaign

Figure: Mast-head Yan news (Source: Yan news)
-

Desktop Banner for the rest of the campaign

Figure: Desktop Banner Yan news (Source:Yan news)
24


4.2.

Direct Marketing

Direct selling:
-

In the supermarket: Employees stand at the display point to sell and support customers in the
Winmart supermarket.
-

Quantity: 2 employees per booth. Total: 10 employees
•

Hanoi: Winmart at Vincom Nguyen Chi Thanh, Vincom Center Tran Duy
Hung, Vincom center Pham Ngoc Thach, Vincom Center Lieu Giai, Vincom
Center Tran Duy Hung, Vincom Ba Trieu

•

Ho Chi Minh: Winmart at Vincom center Mega Mall Thao Dien, Vincom
center Dong Khoi, Vincom Plaza Quang Trung, Vincom Plaza Ba Thang Hai.

-

Resellers: Sellers will assist customers in exchanging gifts.

4.3.

Digital/Internet marketing

4.31. Search engine optimization
Book keywords such as: Chili sauce, delicious dishes in Vietnam, Chin su, how to make delicious
dipping sauce, delicious fried spring rolls, Things to try when coming to Vietnam, Food with home
flavor, so when Users search for Chinsu chili sauce websites and "Thousand of loves in the taste of
nostalgia" campaigns will appear at the top of the search engines in Google.
4.32. Content marketing
Build a content marketing system to convey the campaign's message on the page
CHIN-SU cycle: Before the campaign, during the campaign
•

Before the campaign: producing content related to Chinsu chili sauce quality, Chinsu chili
sauce's attachment to Vietnamese family.

•

During the campaign: Produce content related to the message the campaign wants to convey.

4.33. Social media advertising

Marketing on today's popular platforms such as Facebook, Youtube, Tiktok, …

25