STAR KOMBUCHA INTEGRATED MARKETING COMMUNICATION PLAN FOR THE FIRST 6 MONTHS OF 2022

MINISTRY OF FINANCE
UNIVERSITY OF FINANCE- MARKETING
FACULTY OF MARKETING
&&&

INTEGRATED MARKETING COMMUNICATION
TOPIC:
STAR KOMBUCHA INTEGRATED MARKETING COMMUNICATION
PLAN FOR THE FIRST 6 MONTHS OF 2022
Supervisor: MS. Nguyen Thi Minh Ngoc

Member's name

Student ID

Nguyen Thi Ngoc Trang

1921005728

Tran Quoc Tien

1921005705

Pham Nguyen My Hoa

1921004404

Duong Khac Huy

1921005448

Doan Minh Phuoc

1921005608

Luong Ngoc Hieu

1921005429

Ho Chi Minh. 2021

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Table of Contents
1. Executive summary..................................................................................................1
2. The fermented tea market........................................................................................1
3. Star Kombucha target market:................................................................................2
4. Goody group: SWOT analysis.................................................................................4
5. Campaign objectives................................................................................................6
6. Creative strategy.......................................................................................................6
6.1. Advertising campaign.......................................................................................6
6.2. Creative brief....................................................................................................6
6.3. Major selling idea:............................................................................................8
6.4. Creating brand image:.....................................................................................8
7. Creative strategy: Implementation and evaluation.................................................8
7.1. Print advertising:..............................................................................................8
7.2. Online advertising:.........................................................................................10
8. Media planning, strategy and tactic.......................................................................11

8.1. Press releases:..................................................................................................11
8.2. Traditional support media:............................................................................14
8.3. Non-traditional support media:.....................................................................14
8.4. Influencer marketing:....................................................................................16
8.5. Digital marketing and social media:.............................................................19
8.6. Direct Marketing:...........................................................................................25
8.7. Target market coverage:................................................................................26
9. Sales promotion:....................................................................................................27
9.1. Consumer-oriented.........................................................................................28
9.2. Trade-oriented................................................................................................29
9.3. Display and Point-of-purchase materials:....................................................30
10. Public Relation.....................................................................................................31
10.1. Objectives:.....................................................................................................31
10.2. Determining PR audiences...........................................................................32
10.3. Implementing PR program..........................................................................33
11. Timing and budgets:............................................................................................34
12. Measuring the effectiveness of the program.......................................................35
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13. Evaluation and control........................................................................................38
14. Summary..............................................................................................................41
15. Appendix..............................................................................................................42

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STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022


STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022

1. Executive summary
STAR KOMBUCHA is a healthy fermented drink with 100% natural
ingredients from tea, SCOBY, natural fruits and herbs. It is rich in probiotics
(lactobacillus), organic acids, antioxidants, vitamin B, polyphenols, EGCG that have
wonderful health benefits, especially for your gut and immune system. Kombucha
originated from the Eastern regions around 2,000 years ago. It was widely known as
the “Tea of 2020 Immortality”.
Kombucha fermentation process takes 30 days, fresh ingredients include pure
tea, SCOBY, pressed juice, and herbs. In the modern world, Kombucha has become a
daily beverage preference to nourish mind, body & soul. People around the world,
from the U.S. to Canada, France, Germany, and many more countries are drinking
kombucha as a healthy alternative beverage, and its amazing taste. The mission of Star
Kombucha is to spread our craft to the world, the journey to improving health, one gut
at a time.
However, when it came to accessing the Vietnamese market, Star Kombucha
faced several hurdles and challenges. For Vietnamese customers, fermented tea is an
unusual drink, therefore they are still wary of it. Furthermore, Star Kombucha's
communication operations in the Vietnamese market have not significantly increased
the brand's appeal. Our company will suggest communication actions directed at the
target audience in the article "STAR KOMBUCHA INTEGRATED MARKETING

COMMUNICATION PLAN FOR THE FIRST 6 MONTHS OF 2022" The first
section will include research on the fermented tea market in Vietnam, Star
Kombucha's target market, and a SWOT analysis. Then we'll establish the strategy's
objectives, create innovative tactics, plan and strategize communication, sales
promotion, and public relations. Then, we will design a timetable and a budget.
Finally, measuring effectiveness and control.

2. The fermented tea market
Due to the impact of the COVID-19 pandemic, 57% of global consumers said
they were worried about their body's immunity. As consumers seek to boost their
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STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022

immune system, they are increasingly interested in products that boost their immune
system and overall health.
In addition, the consequences of the pandemic are more severe for people with
hypertension, diabetes and cardiovascular disease, making consumers realize the
importance of weight management. This anxiety is likely to increase the need for
functional solutions that support healthy weight management. More specifically about
the concern of consumers when type 2 diabetes is still a threat to all of humanity. In
2019, there were 88 million people in Southeast Asia with diabetes, the trend will

increase sharply in 2045, increasing by 75% or 153 million people.
In particular, it entails the risk of obesity, lipid metabolism disorders, high
blood pressure, cardiovascular disease, ... Market trends have changed, requiring
products to meet this demand. This is an opportunity for the development of health
care products according to the general trend of the world. Kombucha is a new product
that promises to explode in the future. The size of the world's Kombucha market is
forecast to grow, reaching from $3.5 billion to $5 billion by 2025 (Kim & Adhikari)

3. Star Kombucha target market:
Although we call it a drink, Star Kombucha is not a beverage, but a dietary
supplement, flavored to make it easier to drink. Also because there are many different
flavors, the product is easily confused with soft drinks. The product is recommended
to use whenever the body feels tired or to drink 1-2 cans daily to maintain good
health.
In the same segment of Star Kombucha are functional food supplements, not
soft drinks or fermented juices. The market for this drink are consumers (or private
buyers) (B2C) and business (B2B)
Demographic:
Health is the most important market. This product is aimed at a target group of
women aged 18-44 (gen Z & Y) who are starting to care about their health and beauty.
They are well-informed and educated adults. Therefore they are professional
occupations and of upper-middle class. So they are not only ready to purchase a
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STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022

product which is good for their health but also able to pay more for it. They are most
likely to already own a functional food supplement or similar.
Supermarkets and agents are also the customers that Star Kombucha is aiming
for. Although less than 10 years of existence, the strong development of modern
distribution channels (Bach Hoa Xanh, Vinmart, convenience store chains,...) in recent
years has had a great influence on consumption trends. Retailers have great influence
in bringing products to consumers, so they are important partners that Star Kombucha
aims to promote products, convincing them to bring Star Kombucha to put on shelves
in the store. According to statistics, the customers who come to these stores are the
consumers that Star kombucha is aiming for.
Psychographic:
Retail systems are notoriously difficult to choose for companies that supply
products. But the development of this distribution system will greatly contribute to the
development of product reputation.
 Health care
Those who are recognizing the health issues and would like to improve them.
This group is likely to be exposed to internet advertising and effects from
acquaintances but that is not the only reason to motivate them to purchase. The size of
this group is growing everyday and promises huge growth potential for this market.
 Looking for supplement product
A common problem among this target group is chronic stress. The root of this
problem comes from the pressure of life plus the lifestyle and way of living of each
person. If everyone is interested in a healthy lifestyle and eating, there will be no need
for additional foods like Kombucha. If not, Star Kombucha will help balance and
supplement the missing nutrients.
Kombucha fermented drink is effective in maintaining and restoring health

thanks to its high antioxidant, detoxifying and antibacterial ingredients, good for the
digestive system and strengthening the immune system.
Geographic:
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STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022


STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022

We are working on a plan to educate all consumers in the country with the right
knowledge about the product as well as change the existing misconceptions about
drinking water for health. However, we are still focusing on customers living in big
cities including: Ho Chi Minh city, Hanoi and Danang because consumers in this area
are modern citizens, care about health and ready to accept new products faster.
With a system of stores stretching across the country, especially in big cities
(Star Kombucha's main market). Cooperation with large retailers will help products
close to consumers and easy to purchase when there is a need.

4. Goody group: SWOT analysis
Threats

Opportunities

SWOT

- Consumption is conscious as

- The majority of the

well as higher spending on

population is still

healthy products.

unaware of healthy

- The market has potential in

products

the future.

-Pressure from

- Enhance investment

competitors

attraction

- Abundant substitute

- High quality raw materials

products

contribute to improve product
quality

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STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022

Strengths

S-O

S-T

- Meet customer

- High-tech production lines,

- Customers' high

needs of food

modern production facilities,

requirements for quality

supplements

high-quality raw materials,

and design should lead the

- 100% natural

fast-developing technology,

company to develop new

product quality

easy access, modern

products.

- Standardization
process from USA
- Modern channel

consumer tastes, with these
factors the company invests in

developing new product
development.

distribution system
Weaknesses

W-O

W-T

- The price of the

- The company has not yet

- Competition is very

product is quite high

built a product to distribute

fierce with competitors in

compared to other

abroad combined with

the market and substitute

soft drinks on the

modern consumer tastes, so

products, high

market.

the company needs to focus

requirements of

- Consumers also do

on market development

customers for quality and

not have a clear

strategy.

design, so the company

understanding of the

focuses on developing

product, high risks

new products.

Financial sources is

- Strengthen marketing to

not strong

expand the market and
export products to the
market

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STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022

5. Campaign objectives
 Awareness: Increase Star Kombucha brand awareness among target audience
interested in products to 40% in 6 months in Ho Chi Minh City and Hanoi.
 Knowledge: Increase the understanding of target audiences in Ho Chi Minh
City and Ha Noi about products: information, benefits,... of Star Kombucha by
25%.
 Conviction: Motivate 15% of the target audience in Ho Chi Minh city and
Hanoi to decide to buy products of Star Kombucha brand.

6. Creative strategy
6.1. Advertising campaign
Key idea: “Kombucha trà cho sức khỏe".
Key message: With Star Kombucha, women can bring their health and beauty
enhancement by using an amazing tasting beverage made from natural fermentation.
6.2. Creative brief
Brand statement: Star Kombucha - Fermented drinks that improve the overall
health and well-being for everyone.
Target audiences:
 Consumer:
The women between the ages between 18 and 44 (gen Z & Y) care about their
health and beauty and live in metropolises such as Ha Noi, Da Nang and Ho Chi Minh
City.
- Fact: They often choose purified water or fruit juice to use, since alternative
canned or bottled drinks with many flavors currently on the market have a bad effect
on health and beauty. In addition, they also are shoppers who usually shop at point-ofpurchase on modern trade channels and pay attention to product packaging.
- Truth: They want to enjoy delicious drinks with diverse flavors, but they are
concerned that the sugar and calories content on the ingredients list of these drinks are

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STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022

not beneficial for health and beauty, since high calories cause weight gain and high
sugar index will easily cause skin aging.
- Insight: “I'm looking for convenient and amazing tasting drinks that offer a
variety of flavors but having “fresh” ingredient lists which are good for health and
beauty.”
 Intermediaries:
- There are well-known brand in different categories such as retailers
(Supermarkets: Co.op Mart, AEON Citimart, An nam Gourmet), Minimart (Bách Hoá
Xanh, VinMart/ VinMart+), Convenience Stores (Circle K, 7Eleven). They have more
than 5 years experience as well as a high reputation and strong potential in the retail
market in Vietnam.
- E-commerce sites (Shopee, Lazada, Tiki) with a high level of popularity and
strong potential in Vietnam.
 Public:
- Members of the groups “Đẹp Chanh Sả" and “YÊU EAT CLEAN" on
Facebook.
- Followers and Subscribers of these KOLs /Influencers
- Audiences of online newspapers Kenh14, Harper's Bazaar Vietnam.
- Audiences of the show “The Next Face Vietnam”.
- Other publics such as users of social media platforms including YouTube,
Facebook, TikTok , Instagram as well as shoppers at all of the Point-of-purchase that
Star Kombucha distributed.
Educators:
- KOLs/ Influencers including Hana Giang Anh, An Phuong and Lam Thuy
Nhan who are producing contents about health and beauty.
- Mentors of the show “The Next Face Vietnam” such as Mau Thuy, H'Hen Niê
and other contestants in this contest.

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STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022


STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022

- Administrators of two groups ”Đẹp Chanh Sả" and “YÊU EAT CLEAN" on
Facebook.
- Kenh 14 newspapers and Harper's Bazaar magazine.
6.3. Major selling idea:
Message appeal choices:
- Rational appeal: Kombucha fermentation process takes 21-30 days and has
fresh ingredients including pure tea, SCOBY, pressed juice, and herbs. SCOBY will
transform tea and sugar mixtures into vitamin C, polyphenols, EGCG, vitamin B and
many other good bacteria.The bacteria and yeast in SCOBY break down the tea’s
sugars and convert them into a multitude of vitamins, enzymes.
- Emotional appeal: The ingredient - SCOBY, is selected and imported
directly from the U.S. Star Kombucha, bringing women the drinks which are fresh,
amazing tasting and 100% natural ingredients, has become a daily beverage
preference to nourish the mind, body & soul without worrying about weight gain,
adverse effects on skin.
6.4. Creating brand image:
Concept: Modern, dynamic and fresh.
Theme: Colorful fits our Star Kombucha products packaging.

Creative considerations:
- Demonstrates modern and dynamic, yet attainable the fresh feeling
- Contains diverse product images of Star Kombucha canned fermented
beverages.
- Use the Star Kombucha logo.
- Concepts must be able to work for point-of-purchase materials, both print and
digital advertising.

7. Creative strategy: Implementation and evaluation
 Creative tactic

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STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022


STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022

7.1. Print advertising:
Advertising appeal: Both rational appeal and emotional appeal are used in
print ad. Ad for Star Kombucha uses rational appeal by providing information about
ingredients of product. Emotional appeal relates to customer’s social and
psychological needs. Self-love and beauty needs are the emotional motives of target
customers for their purchase decision. The ad is targeted at women and designed to
educate them how Kombucha can help them look better in - and - out.

Advertising execution: Rational appeal combines with straight-sell execution
to present information and benefits about Star Kombucha. A picture of product
occupies part of the ad, and the factual copy takes up the rest of the space.
 Headlines: Indirect headline is used to attract reader’s attention and
interest, Provoking curiosity and lure readers into body copy to get an
explanation.
“Không chỉ là trà, là Kombucha”

 Subhead: highlight the major point of the message.
“Nuôi dưỡng sức khỏe và sắc đẹp mỗi ngày”
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STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022

 Body copy: straight-sell copy presents relevant information with type of
rational appeal.
“Trà lên men- men SCOBY- trái cây- thảo mộc”
 Visual elements: The focus of the visual is Star Kombucha product
visual image to promote product identity. Pink and orange are the main
colors of the ad. Painted illustrations of tea leaves, fruits,... are used and
work in a healthy and energetic concept to produce an effective
message. Logo should be included.

 Layout: Main visual- Star Kombucha can is in the center of the ad.
Followed by big headline on the top of the main visual, subhead smaller
than headline at under. Body copy is separated into 4 parts and put at 2
sides of the main visual. Small logo of Kombucha is on the top left.
7.2. Online advertising:
7.2.1. Display ads :
Advertising appeal: Rational appeal - Provide the clearest information about
the product. Emotional appeal - Stimulate consumers to care about the health of
themselves and their families
Advertising execution: Rational appeal combines with straight-sell provide the
best information and benefits of Star Kombucha. A realistic photo of Star Kombucha
and our slogan will be presented with variable colors that stimulate viewers.
-

Size: Medium rectangle banner (300*250) - is able enough to show all the
information as well as the most appropriate image for the audience

-

Place: The placement of this ad will be at the top of the page, in the right corner
- where it can attract a lot of attention from the target audience.

-

Ads: The advertisement will show full information: the logo of Star Kombucha,
each sample of Kombucha tea with different flavors and Slogan " Kombucha
trà cho sức khỏe". The main colors will be vivid colors suitable for each taste

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STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022STAR.KOMBUCHA.INTEGRATED.MARKETING.COMMUNICATION.PLAN.FOR.THE.FIRST.6.MONTHS.OF.2022

of Kombucha. The appearance of lively ads on social media will help
Kombucha get the attention of many people.
7.2.2. Online video:
Advertising appeal: Online videos will focus on the rational appeal to make
awareness of target audiences about Star Kombucha’s special ingredients and
functions.
Advertising execution: rational appeal and straight-sell will be combined
continuously.
 Size: 16:9 - reasonable size to show ads in high quality (1920-1080px)
 Use of video: interactive ads - that take over the full screen and preempt or
pause the video content and allow a variety of interactions, like clicking
for more information, signing up for a newsletter, or locating a store.
 Audio elements: no audio, length: short form - 11s spots.
 Content: The video will revolve around the flavors of Star Kombucha. Using
bright and vivid colors that match the color of the product cans combined with
video editing technologies will make the short promotional video stand out
more.

8. Media planning, strategy and tactic
 Objectives for each tool:

-

Magazine and newspaper: educate target audience of Star Kombucha

-

Sponsorship: Increase brand awareness up to 25%

-

Influencers: increase brand awareness and educate target audiences to 25%

-

Promotional support products, in-store poster, samplings and : Increase
product trial rate at POPs to 9%.

-

Digital marketing and social media: Increase the engagement rate from target
audiences on Star Kombucha’s social media accounts by 15%.

 Audience: Target audiences
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