Building Dumex Mama golds brand communication strategy for the next 3 years (2013 đến 2013)

TRƯỜNG ĐẠI HỌC MỞ TP.HCM
HO CHI MINH CITY OPEN UNIVERSITY
UNIVERSITÉ LIBRE DE BRUXELLES
SOLVAY BRUSSELS SCHOOL
ECONOMICS & MANAGEMENT
MMA6



MAI TRUNG TANH
VU NGOC YEN




BUILDING DUMEX MAMA GOLD’S BRAND
COMMUNICATION STRATEGY FOR THE
NEXT 3 YEARS (2013-2015)


MASTER PROJECT
MASTER IN MARKETING AND ADVERTISING







Ho Chi Minh City
(2013)

TRƯỜNG ĐẠI HỌC MỞ TP.HCM
HO CHI MINH CITY OPEN UNIVERSITY
UNIVERSITÉ LIBRE DE BRUXELLES
SOLVAY BRUSSELS SCHOOL
ECONOMICS & MANAGEMENT
MMA6



MAI TRUNG TANH
VU NGOC YEN




BUILDING DUMEX MAMA GOLD’S BRAND
COMMUNICATION STRATEGY FOR THE
NEXT 3 YEARS (2013-2015)


MASTER PROJECT
MASTER IN MARKETING AND ADVERTISING


Tutor’s Name: ALAIN VAN DEN EYNDE




Ho Chi Minh City

(2013)
i



ACKNOWLEDGEMENTS

First and foremost, we would like to express deeply gratitude to our major
professor, Prof. ALAIN VAN DEN EYNDE, who provided us valuable guidance,
comments and also approval on this thesis.
We also would like to express appreciation to Mr. Serge Bywalski for his initial
advices and guideline of structure of the thesis.
We sincerely thank to the Marketing department of Danone Vietnam for their
support information, encouragement on this paper.
Lastly, we would like to give a special thank to our family, our friends, our
colleagues, and staffs of the post graduated Department of the Ho Chi Minh Open
University, who give us helps, supports to fulfill this project.
March, 2013
Mai Trung Tanh
Vu Ngoc Yen
ii



PREFACE

In Vietnam, milk industry is one of industries that still having large potential. In
that industry, the products are not only for children but also for elder. Pregnancy women
are one of key customer that needs milk during pregnancy period.
Dumex Mama is the brand focus on the above segment. Although much

investment in Vietnam for marketing and developing market, the sales volume result is
still far from the main competitors. On the other hand, brand awareness is also low.
This is the reason why we write the thesis “Building Dumex Mama Bold’s brand
communication strategy for the next 3 years (2013-2015)” in order to gain more
awareness and relevant result.
Communication strategy is developed base on Vietnam milk market analysis and
current activities of Dumex Mama.
iii



BUILDING DUMEX MAMA GOLD’S BRAND COMMUNICATION
STRATERGY FOR THE NEXT 3 YEARS (2013-2015)


Vu Ngoc Yen and Mai Trung Tanh wrote this case under the supervision of tutor’s Serge
Bywalski and Alain Van Den Eynde to provide the material for final project of the Master class.
The authors do not intend to illustrate either effective or ineffective handling of a managerial
situation. The authors may have disguised certain names and other identifying information to
protect confidentiality.
Our school prohibits any form of reproduction, storage, or transmittal without its written
permission. To order copies or request permission to reproduce materials, contact with the
author.
Copyright © 2013 by Vu Ngoc Yen and Mai Trung Tanh.


“The objective was as simple as it was ambitious: to build a food company which could
rival with the greatest multinationals by bringing together Danone’s products and brand and the
industrial know-how and financial strength of BSN. The creation of BSN GERVAIS DANONE
was the consecration of my life’s work. Antoine became President of the new company while

Jacques Corbière (who up to that point had been President of Gervais) and I became Vice-
Presidents. Thirty years after the fusion, I can safely say that all my wishes have been fulfilled.
Not only has Danone managed to become an international brand but its formidable growth has
been achieved without sacrificing the human and professional values which, since its very
creation, have been at the heart of our group’s identity.”

From a conversation with Daniel Carasso, recorded in 2003.
iv



TABLE OF CONTENT

LIST OF SYMBOLS AND ABBREVIATIONS v
LIST OF FIGURES v
LIST OF TABLES vi
LIST OF PICTURES vi
CHAPTER 1: DISCRIPTION OF THE CASE 1
1.1 About Vietnam milk industry 1
1.2 About Danone Dumex 2
1.2.1 Overview 2
1.2.2 Product line 2
1.3 About competitor 5
1.4 Objective of the thesis 7
CHAPTER 2: ANALYSIS THE CASE 8
2.1 SWOT analysis 8
2.2 Competitor Analysis 11
CHAPTER 3: COMMUNICATION PLAN 16
3.1 Target customers 16
3.2 Customers insight: 17

3.3 Objectives 17
3.4 Communication Strategy 18
3.5 Timing, budget and evaluation 26
REFERENCES 30



v



LIST OF SYMBOLS AND ABBREVIATIONS

FY: Financial Year
IMC: Integrated Marketing Communications
OTS: Opportunity To See
ROI: Return On Investment
SEO: Search Engine Optimizer
TVC: Television Commercial
WOM: Word of Mouth


LIST OF FIGURES

Figure 1.1: Sales by Product line 3
Figure 1.2: Volume share of Mama milk in 2009 6
Figure 1.3: Volume share of Mama milk industry 2012 7
Figure 3.1: Customers insight 17
Figure 3.2: Integrated Marketing Communication 2013-2015 20
Figure 3.3: Direct Marketing Channels 25

vi



LIST OF TABLES
Table 2.1: Compare between milk companies 13
Table 2.2: Compare activities on market between milk companies 13
Table 3.1: Details of Mama class, Workshop and Health Consulting 22
Table 3.2: Plan sales and budget from 2013-2015






LIST OF PICTURES

Picture 1.1: Image of Mama GOLD old tin and new with precinutri formula 4
Picture 1.2: Image of Dulac GOLD 1 old tin 4
Picture 2.1: Brand and Customer Ecosystem 15
Picture 3.1: Dumex Mama’s product information 19
Picture 3.2: Illustrate for Dumex Mom Club 24
1



CHAPTER 1: DISCRIPTION OF THE CASE
1.1 About Vietnam milk industry

The population of Vietnam is approximately 90 million people and the economy
of Vietnam is in developing stage, thus the living standard of Vietnamese is going up
through one decade. The GDP of 2010 was US$ 100.5 billion. Vietnam’s GDP growth
was 5.3 percent in 2010 and this is expected for the next few years. Consumer spending
on food and beverages is growing up. Therefore, milk and other dairy products become
common in the Vietnamese life, if before 90s we had only one or two companies
produce and distribute milk, mostly is powder milk and condensed milk, nowadays,
milk market have around 20 domestic producing company and a lot of foreign
companies distribute milk in this potential market. During the last few years the milk
industry has rapidly increased, due to high local demand for milk products in
consumption and the new policy on the milk industry development from Government
of Vietnam. Milk consumption in Vietnam will grow between 12% and 15% by 2015
according to Vietnamese Information Center for Agriculture and Rural Development
(Agroinfo). The consumption in 2010 is 14,6 litres of liquid milk per person annually.
In comparison, China consumed 23 litres of milk in 2010 and in Finland over 180 litres
in 2010 with four main products, namely:
 Powder milk: the upper range of the powder milk market is still the most
profitable one and also the market is showing the fastest growth.
 Liquid milk: is growing very fast with more than 55% dominated by Vinamilk.
 Condensed milk: is still representing a significant share of the whole market and
does not grow much and is today dominated by the Vietnam dairy market
leaders, Vinamilk and Dutch Lady.
 Yogurt: is growing and currently dominated by Vinamilk with new competition
from new entrants such as Kido.
Milk production in Vietnam has rapidly increased, however the requirements for
domestic consumption has increased even faster, so milk production in our country do
not meet short of the local market demand. So an increasing demand for milk and
growing population requires the country to examine its milk industry. Even the speed is
growing fast, but the history of milk production in Vietnam still young and lack of
experience when compare with other countries in South East Asia. Therefore, the

Vietnam milk industry has many limitations; e.g. Lacking technical staff, lack of
suitable tropical grasses, and lack of some service for animal… However, belong to the
Agroinfo, the milk using rate in Vietnam is growing very fast, the first is the powder
milk with the average rate is 28.9% from 0.07kg / person (1997) up to 4kg / person
(2009) and diet milk with the 20% average rate.
2




1.2 About Danone Dumex
1.2.1 Overview
Danone Dumex is a part of the international Groupe Danone. Danone Dumex
manufactures infants’ and children’s nutrition products and its state – of – art Nilai
plant, and these products are then distributed in Malaysia and Singapore with exports
to twenty countries in Asia, Middle East and Europe. Its products span the maternal
and growing up milk categories, and are sold mainly in south-east Asia and China.
Danone Dumex has been a household brand in South-East Asia since the 1940s. It
entered the China market in the late 1990s. Nowadays, Danone Dumex is fast
becoming a choice for infants and children’s nutrition in the South-east Asia countries
with the highly recommended product by medical professional. Today, Danone Dumex
and its related brands are represented in most of the Asian region. Therefore, Danone
Dumex is the market leader and ranked number one in overall customer satisfaction in
a study conducted among medical professionals and retail trade by AC Nielsen.
In 2007 in Vietnam, the officically office of Groupe Danone is opened at Ho
Chi Minh City, and until the 2009 with the government policy to help foreign
company, the Danone Vietnam is founded. Danone have Dumex brands which is one
of the top milk brand in market. Dumex is the fastest growing infant formula brand in
the past few years. Dumex just have been in Vietnam for the few years, but from the
beginning until now it always become the top of milk product with highly

recommended by the doctor from the nutrition hospital. Vietnam dairy products market
still young, therefore Dumex have a big part of the milk market cake.

1.2.2 Product line

Danone operates in four main sectors, including Fresh Dairy Products, Waters,
Baby Nutrition and Medical Nutrition (see the figure 1 for Danone’s sales by product
line in 2009). Danone is the world’s leading producer in volume of Fresh Dairy
Products, selling a total of 5.1 million tons in 2009. The division of Fresh Dairy
Products has a global market share of some 27%, accounts for about 60% of the
group’s sales and posted growth of 4.6% in volumes in 2009. In 2009, the Fresh Dairy
Products division posted sales turnover amounting to EUR 8.6 billion.
3



Figure 1.1: Sales by Product line
(Source: Danone Economic and Social Report, 2009)

Danone has a strong historically in Europe for the fresh dairy products,
therefore, now the company want to developing its business in new countries as well as
taking advantage of the more rapid growth of emerging countries such as Thailand,
Vietnam, Indonesia…
Below are two of some Danone’s products in Vietnam market:
+ Dumex Mama gold: is the high class - fomula milk for pregnant and lactation
with low fat content and attractive taste. Because of the pregnant and lactation is very
important for both children health and the mother, hence, the mother need to have a
balance and good regime. The Dumex Mama Gold has the immunoforce, DHA, Folate,
Calcium and low fat ingredients. For all of these ingredients will help the child have a
good health and growing up. In beginning of 2013, Danone launched new version of

Dumex Mama Gold with precinutri formula in new package image.








57%
17%
20%
6%
Sales by product line
Fresh Dairy Products
Waters
Baby nutrition
Medical Nutrition
4






Picture 1.1: Image of Mama GOLD old tin and new with precinutri formula
(Source: www.dumexmamavietnam.com)

+ Dulac Gold 1: this product for the baby from 0 to 6
th

month. This is the health
food to help baby add up the nutrition, good growing up and to strengthen immune
systems for them. Dulac Gold has DHA and AA, which the role is not only help the
optic nerve and memory, but also increase their health and intelligence.












Picture 1.2: Image of Dulac GOLD 1 old tin
(Soure: www.dumexmamavietnam.com)

And some other products namely the Dulac gold 2, 3, 4. Each of products will
be going with each stage of children life: from 6 to 12 months old, from 1 to 3 years
old and over 3 years old.

5




1.3 About competitor
Actually, the Vietnam milk industry is one of the most potential markets with a

lot of domestic and foreign companies produce and distribute the milk in this market.
Thus, the competitive speed in the market becomes really harsh about the price,
quality, promotion…
There are about 22 milk companies in Vietnam market and focus on all of three
classes (A, B and C). Depend on the classes that they focus on; their products are
positioned as premium, medium and economy.
In Mama filed, we can list main competitors of Dumex Mama are:
- Enfamama by Mead Johnson
- Similac Mom by Abbott
- Dielac Mama by Vinamilk
- FrisoMum by Friesland Campina
- Anmum by Fonterra
Dielac Mama by Vinamilk is considered as economy product and targeted most
on class C. So, it is not direct competitor of Dumex Mama. Besides that, the rests are
direct competitors and imported products as well as Dumex Mama.
According AC Nielsen Retail Audit (2009), Dumex Mama’s share of volume
was in the bottom group with FrisoMum and Anmum (about 5%). There was a big gap
between the bottom and the top (about 20%). Even that, in internal report of Marketing
department, Dumex was mentioned with 5% share of value in market.
We can see that not only in volume but also in value, Dumex has quite low
market share. And that is very difficult for Dumex Mama while gaining the share with
big competitor at this time.


6

Figure 1.2: Volume share of Mama milk in 2009
(Source: Retail audit AC Nielsen, 2009)

Mar'08
Apr'08
May'08
Jun'08
Jul'08
Aug'08
Sep'08
Oct'08
Nov'08
Dec'08
Jan'09
Feb'09
Mar'09
Apr'09
May'09
Jun'09
Jul'09
Aug'09
Sep'09
Volume Sales (Kg)
66,572
61,570
63,238
60,349
58,803
60,515
58,230
54,794
51,501
50,533

52,950
52,778
65,265
59,059
67,368
60,516
62,229
58,666
54,104
Similac Mom
21.7
23.3
24.1
24.1
23.1
22.5
24.5
23.9
22.4
17.8
15.3
17
26.1
23.5
24.1
21.5
22.2
21.5
19.9
Enfamama A+

37.6
34.1
33.9
36.3
37.4
36.4
34.6
32.4
38.7
37.3
39.9
40
33.9
33
33.9
32.7
32.3
27.5
28.8
Frisomum
2.5
2
4.1
3.2
4
4.3
3.1
3.5
3.1
3.4

3.9
3.8
2.5
2.3
1.7
2.3
2.2
1.7
2.2
Anmum
4.3
6.6
5.8
6
4.8
6.4
5.9
5.3
5.3
7.3
5.1
5.4
6.7
5.7
5.7
6.6
4.9
6.1
6.3
Dumex mama Gold

3.1
3
4.5
3.5
4.3
4.1
3.7
4
3.3
3.5
3.6
3.1
4.5
4.8
4.2
6.2
6.3
7.1
5.4
Dielac mama
24.5
25.8
20.8
20.1
18.7
19
22.2
26.4
22.3
25.2

28.4
26.5
22
26.2
26.6
26.8
28.8
32.6
34.1
21.7
23.3
24.1
24.1
23.1
22.5
24.5
23.9
22.4
17.8
15.3
17
26.1
23.5
24.1
21.5
22.2
21.5
19.9
0
5

10
15
20
25
30
35
40
45
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
7





Figure 1.3: Value share of Mama milk industry 2012
(Source: Danone Marketing Department, 2012)

1.4 Objective of the thesis
Dumex Vietnam with the mission and vision is “bring the good health for every
people by the good food and milk”. Company is researching and developing the new
products which suit the Vietnamese environments and the Vietnam living conditions.

Company has a main slogan with four words “human civilization, straightforward,
close with the social life, and enthusiasm”.
Dumex products are directly in line with nature’s cycles. Therefore, in order to
accomplish its mission of providing healthy food products to as many people as
possible, the group feels it is essential that they are involved in safeguarding
ecosystems. This commitment is also a means of responding to their consumers’
current and future demands.
And the objective of this project to help the Dumex and Danone Vietnam build
the effective communication plan, which can help company gain more awareness.
Beside that it also improve brand image of Dumex Mama gold year by year through
three years project.
28%
23%
12%
12%
11%
5%
9%
Value share - Dec 2012
ENFAMAMA A PLUS Mead John
Son
SIMILAC MOM Abbott
FRISO GOLD MUM
FrieslandCampina
ANMUM Fonterra
DIELAC MAMA Vinamilk
DUMEX MAMA GOLD Danone
Others
8

CHAPTER 2: ANALYSIS THE CASE
2.1 SWOT analysis
+ Strength:
- Danone is one of the most reputable brands for consumer goods worldwide.
Danone is reported to be the leading brands in Europe and Asisa. In FY 2011, Danone
was the global leader in fresh dairy products capturing 21% of the market shares. The
group is also the second largest in baby nutrition globally, and the largest in Europe in
FY 2011. With the preference for foreign products, it is very favorable for Danone to
capture the market if the awareness for their product is widely known.
1

- Danone also have diverse revenue streams from many product lines and across
geographic regions. Product lines for Danone include fresh dairy products, waters,
baby nutrition and medical nutrition. In FY 2011, the group generated 58.2% from
total revenue of fresh dairy products, 19% from baby nutrition 16.7% from waters, and
6.1% from medical nutrition division. The group also operates about 25 countries,
including mature and emerging markets
2
. In 2011, emerging countries for the first time
in Danone history, accounted for over half of the sales in total business. This allows
Danone to have good opportunities and resources to position itself and seize growth
opportunities later on (Source:
- All of Danone products are imported full box from factory in Malaysia.
Because of that, Danone does not face with fake product problem like others.
+ Weakness:
- Apart from the advantages, the fact that Danone is an international milk
producer also create some disadvantage to the brand. Being the foreign company,
Danone will not be able to fulfill the needs of all the Vietnamese customers due to the

nature of the product. Some type of milk cannot be store for a long period of time.
Therefore, Danone can only be present in some product segment that can be store for a
long period of time. This situation also applies to other foreign milk producers in
Vietnam, leaving the pure milk segment to the domestic producers.
- As the government and domestic producers want to promote the campaign of
“Vietnamese use Vietnam made goods”, most of the article was criticizing the quality
and prices of foreign made milk product. The series articles also promote pure milk

1
MarketLine report
2
MarketLine report
9



product as the better type of milk to consume as most of the domestic producers focus
on pure milk segment and foreign product focuses on powder
3
.
- In the long-term, this might create barriers to Danone, as domestic producers
can strengthen their product on the long storage life segment and decrease the foreign
product market shares. Therefore, unless Danone can extend their product lines to
include short storage milk product, it will be difficult to face all the domestic producers
who have local knowledge and is backed up by the government.
- The investment from Danone international to Vietnam is lower than others so
budget for Marketing also low as well. This is the reason while Dumex does not appear
on media like other competitor.
- Dumex Mama only has vanilla taste while other has chocolate, strawberry,
orange, etc. Customers have more choice with competitors.

+ Opportunities:
- As the economy of develop, Vietnamese consumers enjoy higher disposable
income. The consumers will, therefore, be more willing to non-essential goods. This
creates chances for companies in Vietnam to create more diverse products to fulfill
these demands. One of these demand is milk consumption, there is reported that the
growth of demand for fluid milk consumption will increase significantly from now to
2015. A report of Exporter Guide of New Zealand estimate dairy sector in Vietnam to
be valued at US$476.6 million in 2010 and is expected to grow about 7 percent for
annum from 2011-2015. A report from Business Monitor International Ltd forecast the
consumption of liquid milk in 2015 is expected to be about 238,000 tones, grow 31.4%
compares to 2010. Whole milk power consumption is expected to be at 34,200 tones in
2015, compare to 33,200 tones in 2010. The growth of milk market in Vietnam has
created opportunities for companies to create more products to fit with the needs of
various segment. Vietnamese perception now has change from “milk is just for kid” to
milk is essential to the health of pregnant woman and old age.
- With the fast developing of the market, there is also report says Eurocharm
wants Vietnam to allow the prices of milk to be unregulated and decides by the
market
4
. If Vietnam deregulates the milk market, there is a larger chance for Danone to
launch more products that will fit with the needs with higher segment in Vietnam
market.
+ Threat
- Vietnam pose as a very attractive market for milk producers in the upcoming
years, however, there is also threat existing in the market.

3

4

10



- With the growing demands for dairy product, there has been many foreign
companies trying to enter Vietnam market recently. Notable is IMEKO, one of the top
dairy producers in Netherlands, has launched Kanny brand
5
, Groupe Batteur launched
Physiolac
6
into Vietnam market at the end of 2012. UBIFRANCE, a French business
association has also hold some meeting with Vietnamese companies to assess the
chance to penetrate into Vietnam market
7
.
- Not only facing threat of increase competition in Vietnam market
internationally, Danone also need to monitor the competition from Vietnam companies.
A report from Vietnamdairy.org shows that the production of milk domestically in
Vietnam from 2005 to 2012 has increased 40.2%. Furthermore, leftover inventory only
account of 2.4% of the total production. This number shows that the milk production
domestically has been increased significantly, and the product is widely accepted in
Vietnam to maintain the low leftover inventory. Vinamilk has been reported to be
heavily investing on its infrastructure to achieve its goal to be among 50

top dairy
producers in the world in 2017. In 2013, Vinamilk will put in production one of the
biggest plant in South East Asia into production. Vinamilk has invested into a New
Zealand’s milk powder producers, Miraka, in 2011
8

. TH Milk also has been reported to
invest 1.2 billion USD from 2010 to 2017 to increase their production. It is estimates
that with the investment, TH Milk will have 137,000 cows and a factory capable of
providing 500 million litter of milk per year, enough to supplies 50% of the Vietnam
milk demands
9
. With these investments, Danone can expect much more competition
from domestic producers in the near future.
- Another issue Danone should take into account is the number scandal relating
milk product capturing the attention of the consumers recently. There has been much
news relating to the quality of dairy product and also the pricing of dairy product.
Danlait, EnfaGrow A+ (Mead Johnson) was criticized of not having the nutrition
ingredient as mentioned in the advertisement. The news also in a test done by Institute
of Hygiene and Public health mentioned out of 99 sample of milk power taken, there
have been 37 samples having lower percentage of protein than advertised. Out of those

5

6
/>th-trng-vit-nam
7
/>nam.htm
8
/>dau-tien-tai-new-zealand
9
/>hut/50/6630656.epi
11

37, 6 samples come from foreign producers and 31 samples come from domestic
producers
10
.
- With the rise in capability of domestic producers, and the increasing criticism
of the media of the high price of foreign products in Vietnam, the combine effect might
have an effect Danone and other foreign dairy producers in the long run. Foreign
products receive scrutiny monitor from the media on prices. There is a report saying
that in January and February, some of the milk producers have increase the prices, but
in March of 2013, a series of brand have increase the price and that makes a direct
impact on the disposable income of the consumers. The report saying that after Lunar
new year, the milk price have increase 20%. The reports also compared the quality of
foreign products with the domestic produced milk and concluded that the quality of
both kind of product produces no difference. The domestic milk producer also have the
advantage of being produce in Vietnam, less transport, therefore, the price is much
cheaper. Leveraging on the preference of using foreign products, the report also warns
the consumers of the risk of coming across fake products branding foreigner famous
brand. The report ends with the call to use domestic produce milk
11
.

2.2 Competitor Analysis
We can compare Dumex Mama with other competitor in three basic “P” and
some activities on market:

10
/>quang-cao-2013022301013188.chn
11

12

Similac Mom
(Abbott)
Enfa Mama
(Mead Johnson)
Friso Mum
(Friesland Campina)
Anmum Materna
(Fonterra)
Dumex Mama
(Danone)
Product
 Milk for maternity
period
 Include protein,
DHA, Prebiotic
 Similac Mom IQ
is designed to
provide nutrition
with low fat. for
mom and baby in
the maternity
period
 Helps baby to
foster brain
development,
easily absorb

calcium and
provide vitamin
 Milk for mother in
the maternity and
breast feeding
period
 Helps develop
babies brain with
DHA, Choline,
zinc, Fe, Iot, acid
folic, Vitamin B12
 Provide Acid Folic
to prevent defect of
neural tubes
 Provide Fe to helps
makes red blood
cells to deliver
oxygen to the body
of mother and child
 Provide calcium for
good bone and teeth
 Milk for maternity
and pregnant period
 Helps to improve the
immune system of
mother and baby by
providing
Nucleotides,
probiotics, and
selens

 Helps to develop the
baby’s brain by
providing DHA, AA,
SA, axit folic,
Cholin
 Rich in protein,
calcium, Fe,
phosphorus, vitamin
and minerals boost
for mothers in their
maternity period
 Have Orange taste

 Milk for maternity
period.
 Include Folate,
DHA,
Ganglioside, Fe,
Calcium, iot…
 Helps baby to
avoid defect in
developing neural
tube and helps
mom to avoid
anemia
 Have Vanilla and
Chocolate taste.
 Milk for maternity
and pregnant
period

 Immunoforce is a
mixture of
prebiotics, to
protect the
intestine and
increase the
immune system
 DHA to support
the development of
eye sight and brain
 Fe and Folate to
help with the
development of
fetus
 Calcium to support
the development of
bones and teeth.
Price
378,000 VND (900g)
347,000 VND (900g)
343,000 VND (800g)
312,000 VND (800g)
338,000 VND (800g)
Place
Convenient store
Supermarket
Online
13

Highlight
 Cooperate with
Institute of
Obstetric and
Gynecology to
launch “Take care
of your fetus”
application for
Iphone
 “Join hand with
mom – help baby
with their journey”
 Partner with Hanh
Phuc, sihspital
hospital for
exclusive offer

 Famous with
Mama Forum and
Mama Class
Table 2.1: Compare between milk companies

Brand
Activities on market
Media
Sales promotion
Sampling
Mother
Education

Similac Mom by
Abbott
X
X

X
Enfamama by
MeadJohnson
X
X
X
X
Friso Mum by
Fronterra
X
X
X
X
Anmum by Fonterra
X
X
X

Dumex Mama by
Dumex

X
X
X
Table 2.2: Compare activities on market between milk companies

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Through table 2.1 and 2.2, we can see that each brand has their owned unique selling
point and compete on that. They also use the same distribution channel and set the price in same
range. The important that what activities that they do on market and at what level. Through table
2.2, easily to realize Dumex Mama skips all of Media channel (TVC and print ads) – above the
live (ATL), but they focus on below the line (BTL).
For further analyzing and application, we base on business ecosystem, which first
appeared by James F. Moore (Predators and Prey: A New Ecology of Competition, Harvard
Business Review, p.26, 1996). Moore defined "business ecosystem" as:
“An economic community supported by a foundation of interacting organizations and
individuals—the organisms of the business world. The economic community produces goods
and services of value to customers, who are themselves members of the ecosystem. The member
organisms also include suppliers, lead producers, competitors, and other stakeholders. Over time,
they coevolve their capabilities and roles, and tend to align themselves with the directions set by
one or more central companies. Those companies holding leadership roles may change over
time, but the function of ecosystem leader is valued by the community because it enables
members to move toward shared visions to align their investments, and to find mutually
supportive roles.”
Based on Moore’s theory, many models were developed. Picture 2.1 summarizes this
system. Customers like flowers. In order to have more flowers, we need seeds from them or
seeding by ourselves. All other elements, are needed for growing flower, are sun ray, rain drops,
air, etc.
Through this system, easily see the reason why Dumex Mama could not gain more
attractive and share. They do not have “sun ray”. It is a traditional element. Even it use modern
method for instead, but it cannot replace.

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Picture 2.1: Brand and Customer Ecosystem
(Source: F5Digital Consulting Pte. Ltd)
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CHAPTER 3: COMMUNICATION PLAN
3.1 Target customers

General characteristics:
o Females
o Age: 25 – 35 years old
o Geography: urban
o Customer class: A and B

Primary: Mother to be:
o They love their children
o They pay attention on health conscious
o They wants to prepare the best for the new born
 Want to give their child enough nutritious to growth healthily
 Want their children to be smart
o They continuously searching for information on how to best prepare for their
children.
o Source of information they might go to is the internet, WOM from friends and

family, doctor, magazine, forums, television…
Secondary: Mass market
o These people may have the needs to offer advices for couple who is expecting a
baby: Doctors and nurses, who work in maternity hospital; family; friends
o Giving gift to friends and family who is expecting baby
o They usually base on their past experience or emergent ideas for advices or idea
of gift to give.
< 25 years
old
25 - 35
years old in
urban
> 35 years
old
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3.2 Customers insight:
Which factors are moms and fathers desire when they having new baby?

Figure 3.1: Customers insight
3.3 Objectives
 To create awareness about the Dumex Mama Gold: function, quality.
 To position Dumex Mama Gold as the best product for woman in her pregnancy
period.
• Baby grow healthy and gain weight
constantly
• Baby get enough nutrition for
developing brain, height and having

good immunity
• This period is the most importance to
develop child's height
• Good immunity and avoid sickness for
Mom during pregnancy
• Prefer Mama milk with easy drinking
taste
• Mom get easily delivery
During
pregnancy period
• Baby gain weight constanly
• Nice looking
• Healthy and good immunity
• To be smart
• Moms get easy loosing weight after
delivery
After delivery