Integrated marketing communication plan knorr tet 2014

TRƯỜNG ĐẠI HỌC MỞ TP. HCM
HO CHI MINH CITY OPEN UNIVERSITY

UNIVERSITE LIBRE DE BRUXELLES
SOLVAY BRUSSELS SCHOOL
ECONOMICS & MANAGEMENT

MMA7

Author: NGUYEN MINH HANG
NGUYEN THI THU HANG

INTEGRATED MARKETING COMMUNICATION PLAN OF
KNORR TET 2014

MASTER PROJECT
MASTER IN MARKETING & ADVERTISING

Tutor’s Name: HUYNH BA CHAN NHU

Ho Chi Minh City
(2014)


1

COMMITMENTS
We, Nguyen Minh Hang and Nguyen Thi Thu Hang commit that we have done the
project by ourselves based on the information collected either from the Public or
Unilever Internal Source.
This paper is designed only for the academic purpose of the completion of our

Master in Marketing and Advertising. It is not expected for any other users.


2

ACKNOWLEGEMENT
We would like to express our deep gratitude to for Ms. Huynh Ba Chan Nhu
for her first guideline of the structure of this project.
Prof. Marianne Claes deserves a special note of thanks for her commitments,
advice, and approval on this paper.
We are indebted to Ms. Vu Thi Nguyet Que in Unilever Vietnam for her
sincerely help and useful documents.
Finally, we must express our deep appreciation to all our colleagues, friends,
and our family, who have, as always, given us their support throughout.


3

TABLE OF CONTENTS
CHAPTER 1: VIETNAM GRANULES MARKET OVERVIEW AND
MARKETING ANALYIS OF KNORR ...................................................................6
1.

Introduction about Unilever and brand Knorr ...................................................... 6
1.1

Unilever and Unilever Vietnam .................................................................... 6

1.2
2.

Brand Knorr and Knorr granules ............................................................... 6

Marketing Analysis .............................................................................................. 8
2.1 Market analysis .............................................................................. 8
2.2 Granules market analysis ............................................................... 9
2.3 Competitors ................................................................................. 10

3.

Knorr SWOT analysis ........................................................................................ 12

4.

Segmentation - Target audience ......................................................................... 12
4.1 Segment description ................................................................. 12
4.2 Target audience ........................................................................ 12
4.3 Insights and innovation of product .......................................... 13
4.4 Product differentiation ............................................................. 13
4.5 Positioning ............................................................................... 13

CHAPTER 2: THEORETICAL FRAMEWORK OF 5M’S OF ADVERTISING
....................................................................................................................................14
1.

Steps to develop a communication strategy ............................................ 14

2.

4P’s and 4C’s of Marketing ..................................................................... 14

3.

Elements of IMC mix .............................................................................. 15

4.

Measurement ........................................................................................... 16

CHAPTER 3: ANALYSIS ON MARKETING COMMUNICATON PLAN OF
KNORR TER 2013 ...................................................................................................17
1.

Target audience .................................................................................... 17


4

2.

Communication plan of Knorr Tet 2013 Budget ................................. 17

3.

Key message ........................................................................................ 18

4.

Objective .............................................................................................. 18

5.

Timeline ............................................................................................... 18

6.

Media channels .................................................................................... 19

7.

Measurement ........................................................................................ 20

CHAPTER IV: RECOMMENDATION FOR INTEGRATED MARKETING
COMMUNIATION PLAN OF KNORR TET 2014 ..............................................22
1.

Key message..................................................................................... 22

2.

Objective .......................................................................................... 22

3.

Target audience ................................................................................ 22

4.

Media channels................................................................................. 22

5.

Timeline ........................................................................................... 23

6.

Communication plan of Tet 2014 Budget ........................................ 24

CONCLUSION .........................................................................................................25
REFERENCES .........................................................................................................26
APPENDIX ................................................................................................................27


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EXECUTIVE SUMMARY
At present, in the granules market, Knorr from Unilever Corporation is one of
top brands together with two other rivals of Maggi and Aji-ngon. With the advantage
of being the pioneer in the Vietnamese market, since 2000 until now, Knorr has
developed more and more and proved to be a leading and favorite brand as a result of
powerful finance, right marketing strategy, and talented marketing staff.
Tet is special holiday of the Vietnamese for eating, entertainment activities,
and family traditions. This is also a special season for most of businesses to make use
of launching products, marketing campaigns that help to build sales at maximum
level. The objective of this project is to review and analyze integrated
communication plan Knorr Tet 2013 and giving some suggestions for further plan
Tet 2014. Knorr has launched Tet campaign yearly and in 2013, Knorr continued to
implement thematic TVC and sales promotion to attract its target customers.
However, in the harsh competition, others foreign players of Maggi and Aji-ngon
follow very close to Knorr and also launch Tet gift packages. Besides, on Tet,

customers have trend to choose brand that have appealing mechanics. To solve that
issue, in 2013, Knorr decided to choose a premium Lock&Lock gift for Tet to create
big impact. As a result, Knorr got advantage of value share in urban areas.
Nevertheless, in rural, Knorr did not achieve the target because people do not realize
outstanding value from Knorr’s gift.
From Tet 2013, we have withdrawn some good points, unachieved issues, and
given some recommendations for Integrated marketing communication plan of
Knorr Tet 2014. Continuing with taking advantage of Tet to grow volume sales,
market share, and brand loyalty, we have planned to implement media activities via
insightful TVC, eye-catching and premium promotion gifts but focus on customizing
promotion gifts basing on different regions to get the highest impact.


6

CHAPTER 1: VIETNAM GRANULES MARKET OVERVIEW AND
MARKETING ANALYIS OF KNORR
1. Introduction about Unilever and brand Knorr
1.1 Unilever and Unilever Vietnam
Unilever is a group of Britain and the Netherlands that specialized in
production of consumer goods such as cosmetics, chemical detergent,
toothpaste, shampoo, and food ... Major competitors of Unilever are Procter
& Gamble, Unilever, Nestlé, Kraft Foods, Mars Incorporated, Reckitt
Benckiser and Henkel.
The company owns several production companies, consumer goods, food,
laundry detergent products, cosmetics in the world. Unilever employs about
173 thousand employees in 500 companies worldwide, their products are sold
in 190 countries.
Business category: Consumer goods (Branded home & personal care and
food and beverage categories)

Unilever owns more than 400 brands with turnover about 51 billion euro in
2012. In 2013, Unilever turnover went down 3% from 2012.
Unilever Vietnam
Unilever Vietnam is a subsidiary of the Anglo-Dutch Unilever Corporation;
one of the world’s leading suppliers of fast moving consumer goods in
branded home & personal care and food categories, Unilever started its
operations in Vietnam in 1995.
To date, Unilever has invested more than USD 300 millions in Vietnam
specializing in Home and Personal Care brands, Oral Care products, Foods
and Tea-based Beverages. Unilever Vietnam directly employs more than
1600 people. Many of Unilever Vietnam’s brands have become #1 household
brands in Vietnam, including Omo, Sunlight, Dove, Sunsilk, Clear, Lux,
Close-up, Lipton, Knorr, Viso, Vaseline, P/S and Surf...
1.2 Brand Knorr and Knorr granules
The story about Knorr has begun in 1838, when Carl Heinrich Knorr founded
first factory to provide specialist plant chicory for the coffee industry in
Germany. Knorr brand became a pioneer in testing dried vegetables for
keeping flavor and value ding their support. Today, Knorr became the
number 1 brand of Unilever Food Solutions - global brand with a particular
passion for food with a wide range of product line of spices, sauces and
soups.
Being put in Vietnam market since 2000, the Knorr brand has launched many
product lines to help the lives of modern women Vietnam improved. In April
2001, granules Knorr product was first introduced to consumers in Vietnam.
This is considered a milestone for the product market of Vietnamese spices,


7

because the product has developed a new concept of the tasting cooking in

the culinary culture of the Vietnamese people.
Table 1: Knorr Vietnam product overview
No.

1

Product
line
Granules

Sub-categories

Shinbone,
tenderloin &
marrow

Shinbone, tenderloin
& marrow

Mushroom and
seaweeds

(added Vitamin A)

2

Fish
sauce

3

Knorr
meal
maker

Knorr fish sauce

North braised pork

South braised pork

North braised fish


8

South braised fish

4

Roast Chicken with
Sour Cream &
Spring Onion

South sour soup

Knorr
pork cube

2. Marketing Analysis

2.1 Market analysis
a) Economy
GDP 2013 increased 5.42% compared with 2012, in which the service sector
rose 6.56% and higher than 5.9% in 2012. Such growth this year is mainly
due to the contribution of the service sector. Some industries with high
proportion have positive increase e.g. wholesale and retail rose 6.52%,
accommodation service and food drinking rose 9.91%.
The average population of the country in 2013is estimated 89.71 million
people and there is an increase of 1.05% compared to 2012. There is 44.38
million male populations, accounting for 49.47% of the total and increasing
1.08%. The female population is 45.33 million, accounting for 50.53%, and
rising 1.03%. In the total of this year's national population, urban population
is 29.03 million, accounting for 32.36%, rising 2.38% compared to the
previous year; rural population is 60.68 million people, accounting for
67.64%, rising 0.43%.
b) Culture – Society
As one of the Asian countries affected by Confucianism, Vietnam society
over 2000 years still honors the woman with full of Cong – Dung – Ngon –
Hanh personalities (Homemaking Skills, Appearance, Speech Manners, Good
Behavior). A woman is good at doing the housework is always appreciated


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and becomes happiness for her husband and children in the family. This is
also considered as the foundation for a happy family. It is said that "Men
build houses, women established their home." A woman can both cook well
and organize everything in her house logically and orderly, which brings
spiritual and physically for herself and her family. Today's woman desires to
both meet the requirements of social position and well complete role-play of

a wife and mother in the family. For that reason, they raise the demand for
family care products especially to help creating delicious meals quickly but
retaining flavorful and nutritional value for her family.
2.2 Granules market analysis
Vietnam is a country with an ancient culinary culture. Characteristics of
Vietnamese cuisine involves in "Strong fragrance" and "total quality air drips,
multiple predicates", therefore culinary art lies in Vietnamese flavorings mix
so that each dish has the taste, style and exclusive to each other. Granules
product has appeared in Vietnamese market just more than a decade, but this
product has become one of the familiar flavorings in many meals of the
family and restaurants. Knorr is the first brand that appears in the market and
is followed by other brands such as Maggi of Nestlé, Chinsu of Masan Food,
Aji-ngon of Ajinomoto. Annual consumption of Vietnamese consumers is
about 1.500 tons granules (in which about 300 tons Knorr, approximately 400
tons Maggi, 200 tons Aji-ngon and some other local brands e.g. Vifon, Thien
Huong and some other small businesses).
According to the survey from supermarkets like Coop Mart, Maxi Mart,
Citimart, the level of favorite among flavorings brands is not much different.
In this industry, brands which have more attractive promotions and
advertising activities, the consumption will be more. The customers are not
loyal to any certain brand now.
Because of potential market (expected annual growth rate of flavorings
industry, especially those brands which can bring high usability for family
meals will grow at 50% / year), the competition between brands to dominate
the market will be more intense every day. On Tet, beside special advertising
programs, brands also invest on products to relaunch products with new
improvement. That shows the determination of brands in becoming the
market leader

10

Table 2: Value share of granules market 2013

2.3 Competitors
Strengths and weaknesses of Knorr’ competitors are:
Main competitors of Knorr are Maggi and Aji-ngon. Actually, market share
of these three brands are at approximately the same level. They are strong
brands in this market, but weaker in other markets. For example, according to
the Kantar World panel Brand Footprint in 2013, Maggi products have been
purchased the most in the world.
Specifically, Maggi’s frequency of purchase is 1,580 points, Knorr is 1,290
points and Aji-ngon is 980 points. However, in Vietnam market, according to
the majority of consumers, Knorr is a strong brand in Ho Chi Minh City, but
Aji-ngon is popular in the provinces.


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Strengths
 Belong to one of leader in
nutrition, health and community
market
 Products are diversified and
have many flavors
Maggi  Be the strongest company that is
able to do research and develop
nutritional products
 Have strong human resources
and finance They can research

and make new product quickly
to adapt to customers demand
 Belong to Ajinomoto Company,
which is the first oversea brand
investing into Vietnamese
market. Ajinomoto is very
successful with seasonings
product. First position of
Ajinomoto glutamate product is
very helpful to strengthen brand
awareness when Aji-ngon
Aji-ngon
granules entered the market
 Come from Asia country, so
they can be easy to understand
Vietnam culture and society
 Product quality is controlled.
Investment in development
human resources and research is
considered carefully

Weakness

Public opinions about the
fact that product quality are
not enough nutrients that
affect brand reputation in
the critical time of the year
as New Year 2012 (Quarter
3/2012), New Year 2013

(Quarter 3/2013)

This brand has joined the
market later than Maggi
and Knorr, so
communication activities
have not been innovative.


12

3. Knorr SWOT analysis
S
 Getting support from Unilever which has
powerful finance
 One of top brands in Vietnam and in the
world over years
 Professional marketing team who have deep
knowledge of Vietnamese market
 Strong business culture environment
 Recognizing the importance of public
relations activities
 Strong distribution system
O
 Vietnamese granules market has developed
rapidly and it is very potential (30%/year)
 Knorr can be expand their market share

W
 Presenting reactive in response to

public opinions
 Not prior measuring sharp growth
of granules market size and
reaction
from
market
of
communication crisis

T
 Competitors
are
constantly
developing and competition is
increasing harsher and harsher
 Market requirement for products
using in food is very strict
 Substitutes are diversified and
rising.

4. Segmentation - Target audience
4.1 Segment description
Vietnam woman are under pressure more and more to balance between social
responsibility and responsibilities as mothers and wives. Thus, Knorr granule
is launched to solve conflicting demands between saving time and ensuring
nutrition for family meals.
Understanding the social movements of Vietnam in evaluating the role of
women, Knorr launched Knorr granules product to help women achieve
effective in cooking delicious meals for loved ones in the shortest possible
time.

4.2 Target audience
Target audience is focused on female:
 Age from 22-45, class ABC
 Prepare meals for family, mainly mums
 Housewives, workers, officers
 Have babies or not


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4.3 Insights and innovation of product
a) Insight
Vietnamese society and women agree that:
- As a role of a woman, the key and dominant role is housework,
especially in caring and creating delicious meals every day for the family.
It is the responsibility and duty of those who are mothers and wives in the
family.
- Family meal is invisible line to maintain happy family.
b) Innovation of product
- In Vietnamese cuisine, the process of
mixing flavorings in food is raised to art.
The way which our ancestors concluded
to evaluate the quality of a delicious dish
is the order of the elements to put in food
including the following: the first is color,
the second is taste, and the third is
incense. Among three elements, the taste
is really important.
- The amount of flavorings for different
dishes with different servings is not easy

for all women, especially in limited time
in now-being life. Thus, Knorr has made
it easy when creating standards for
tasteful dished for women.

4.4 Product differentiation
- At the time of Tet 2013 product key Knorr granules is product that is
extracted from the loin, bone marrow and tubes, here are the basic
ingredients to create tasty, sweet and high nutrition for food in accordance
with the thought of women Vietnam.
4.5 Positioning
Knorr is the first brand which has developed the concept of "granules" in
the minds of consumers. Currently, Knorr granules are ranked the first
position in 36 largest cities of Vietnam (According to the results of
Nielsen’s research in 2013)


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CHAPTER 2: THEORETICAL FRAMEWORK OF 5M’S OF ADVERTISING

1. Steps to develop a communication strategy
 Identify the reason
 Determine why the communication is necessary
 Create one focused message that requires communication
 Identify the target audience
 Set the target audience
 Describe the target audience
 Name the big idea/key campaign message
 Define the idea through the communication strategy into media channels:

how can the idea be delivered to the consumer/target group?
 A communication strategy often follows difference phases. It needs to have a
timeline (also plan the achievement of objectives)
2. 4P’s and 4C’s of Marketing
 Not PRODUCT but CONSUMER
What are the consumer’s wants and needs? The product characteristics have
to match the specifics of what someone wants to buy and part of what the
consumer is buying is the personal” buying experience”.
 Not PRICE but COST
Understand the consumer’s cost to satisfy the want need. The product price
may be only one part of the consumer’s cost structure. Often it is the cost of
time to drive somewhere, the cost of conscience of what you buy.


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 Not PLACE but CONVENIENCE
As above, turn the standard logic around. Think convenience of the buying
experience and then relate that to a delivery mechanism. Consider all possible
definitions of “convenience” as it relates to satisfying the consumer’s wants
and needs.
 Not PROMOTION but COMMUNICATION
Communicate many mediums working together to present a unified message
with a feedback mechanism to make the communication two-way/interactive.
Think of using nontraditional mediums, such as word of mouth.
3. Elements of IMC mix
PROMOTIONAL
ELEMENT

MASS VS.

CUSTOMIZED

PAYMENT

Advertising

Mass

Personal selling

Customized

Public relations

Mass

No direct
payment to
media

Sales promotion

Mass

Direct marketing

Customized

Wide range of
fees paid,

depending on
promotion
selected
Cost of
communication
through mail,
telephone, or
computer

Fees paid for
space or time

Fees paid to
salespeople as
either salaries
or commissions

STRENGTHS

WEAKNESSES

-Efficient means
for reaching
large numbers of
people
-Immediate
feedback
-Very persuasive
-Can select
audience

-Can give
complex info
-Often most
credible source
in the
consumer’s mind
-Effective at
changing
behavior in short
run
-Very flexible
-Messages can be
prepared quickly
-Facilitates
relationship with
customer

- High absolute costs
- Difficult to receive
good feedback
-Extremely expensive
per exposure
-Messages may differ
between salespeople

-Difficult to get
media cooperation

-Easily abused
-Can lead to

promotion wars
-Easily duplicated
-Declining customer
response
-Database
management is
expensive


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4. Measurement



Rating (or Television rating - TVR): the percentage of people
watching television at a specified time period
 Gross Rating Points (GRPs): is the total sum of all the television
rating points
 Reach: percentage of total potential who have seen the ad at least
once
 Reach and frequency (R & F): This indicator is more precise &
useful measures of audience delivery
R&F tells us how many: People we reached
Times we reached them.
 Effective frequency: The number of time our target audience needs to
see an ad for it to be effective. Defining effective Frequency for our
brands is the most important media planning decision we can make.
Too low effective frequency consumers will not understand or
remember our advertising- we could invest our budget with little effect.

Too high and we could be wasting money with little additional benefit.
 Effective reach: percentage of the target that has the opportunity to
see our commercial at the right effective frequency level


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CHAPTER 3: ANALYSIS ON MARKETING COMMUNICATON PLAN OF
KNORR TER 2013
Tet is the biggest and longest traditional holiday in Vietnam. Therefore, people spend
much time to prepare for their special occasion such as house decoration, shopping,
listing traditional and special dishes to worship ancestors and serve their family and
friends. Besides those things, the most important and meaningful on Tet of the
Vietnamese is family reunion. During the year, members are very busy with their
own lives, and many of them are working or studying far from home. Thus, Tet is the
occasion for all members to pause everything and gather with their family. On those
days, people have chance to enjoy cozy meals together, share stories, happiness, even
difficulties they have experienced during the past year, and exchange best wishes for
a new year. In other words, Tet is the precious moments that bring family members
closer and closer. It is grasping customs and meaning of Vietnamese Tet, Knorr has
planned communication plan to transfer the message that brings Tet environment for
all families across the country.
1. Target audience
People who prepare meals at home for their loved ones every day, mainly
mums are officers, workers, or housewives. They are from 25 – 45 years of
age, class ABC and people who have babies or not.
2. Communication plan of Knorr Tet 2013 Budget
No.

Items

Quantity

Cost
(mio VND)

I. TVC

Promotion
rate
38%

39.000
1

TVC+ Promotion tag on

1
1.500

2

Broadcasting (on 25 channels in
8 weeks)

3.000 spots
37.500

II. POSM activity

2%
1.700

III. Promotion gift

60%
68.000

1

KMG 200g Bundle 3 (Bowl)

2

KMG 450gx 2 (Bowl)

68.000


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3

KMG 900g Bundle 2 (L&L
Box)
TOTAL

100%
108.700

3. Key message
 Thematic TVC “Canh ngon ngày Tết, sức khỏe dồi dào” or “Delicious soup
for powerful health on Tet”
 Promotion “Tặng hộp nhựa cao cấp Lock&Lock trị giá 114.000 VNĐ khi
mua hạt nêm Knorr” or “ Lock&Lock Tet gift to the value of 114.000 VNĐ”
4. Objective
 Build brand loyalty and brand love of current Knorr users via attractive
promotion Tet gift (Lock & Lock premium plastic box) and insightful Tet
TVC
 Build off-take (volume sales) of current users by encouraging them to buy
more for 1 purchase through offering them attractive gift for bundle (3 packs
200g/ 2 packs 450g free premium Indonesia crystal bowl; 2 packs 900g free
premium L&L plastic box)
 Build market share by converting competitors' users (who are promotion
driving) through offering them attractive promotion gift
5. Timeline
ACTIVITY TRAFFIC OF TET 2013
Oct

Nov

Dec

Jan

Fe

Week
43

44

45

46

47

48

49

50

51

52 1 2 3 4 5 6

7

KMG 200 g Bundle 3 + Bowl
Tet gift

KMG 450g x 2 + Bowl

launch

KMG 900g Bundle 2 + Box
ATL & BTL
support

TVC
Instore Visibility

Tet


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6. Media channels
Media channels
ALT

TVC+ promotion
tag on

Activities
 Tet thematic TVC exploited topic about family
reunion tradition on Tet, exchanging best wishes
for each other, and enjoying homemade meals
together. The ad appeared densely on most of
TV channels on gold hours to attract not only
housewives but whole family also.
 Introducing premium Tet gift : Lock&Lock
plastic box

Website

 Information about Tet promotion was updated on
company’s web: /> Article on usage of L&L plastic for people’s

health to help consumers well recognize
premium value that only Knorr can offer

BTL

POSM

Outstanding displays at supermarkets: Metro, Big
C, Coopmart with mass, bulky, head of shelves,
tactics and showing coordinated and combined
products e.g. vegetables corner to push combined
purchase. Also, exclusive presentation with eyecatching yellow theme, special promotion
illustration of the year which is suitable with Tet
festive mood.

Promotion

There are 3 packages of gift for Tet: 1 crystal
bowl for 2x KMG 450g, 1 crystal bowl 3x KMG
200g, 1 Lock&Lock plastic box for 2x KMG
900g. This is the first time Knorr using L&L as a
gift, thus which brings more added values for the
brand and differentiates with other brands.


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7. Measurement
 Thematic TVC and promotion tag on:
Measurement

Indicators

Comparison 2013 vs. 2012
2013

2012

R&F

83% @ 3+

72% @ 3+

+11% @ 3+

GRP30

3043 GRPs

1150 GRPs

1893 GRPs

Comparing with the result of 2012, percentage of target audience those
who can see this TVC at least 3 times increases 11%. In fact, Knorr belongs
to top of mind brands, so Effective Frequency is 3+ is medium for launching
a new commercial. Besides, GRP 30 in 2013 increase 1.6 times comparing
with that of 2012.
Conclusion: It shows TVC of Tet 2013 got the engagement with target
audience and conveyed clear message.

 POSM and promotion program:
Efficiency of POSM and promotion is measure via value share indicator as
shown below:
BrandsShareTrendsandGrowth
Value%Share| PeriodEndingJAN13| Shareof Total Granules

Table 3: Share performance of Knorr, Maggi, Aji-ngon in 2013 vs. 2012

NATIONWIDE

(Source: Unilever Internal Source)
Source: Unilever Internal Source

URBAN

RURAL


21

Table 4: Lock&Lock awareness in 2013 vs. 2012

 Gain 12% no. of people spontaneously heard
 Gain 10% no. of people prompted to remember.
 Conclusion: According to table 3, Knorr value share show positive points in 3
consecutive months in urban. In urban, market is stable and Knorr is the top brand in
terms of value share. Additionally, basing on the Lock&Lock awareness survey in
November 2012 and February 2013, it shows a rise in the awareness of people of
premium Lock&Lock brand, thus that pushes purchasing power for Knorr products
in urban areas.

However, in rural, Knorr’s market share keeps unchanged and is lower than Aji
Ngon. It seems that promotion program at rural areas cannot reach the target partly
because people in the countryside have not yet recognize the value of L&L Tet gift
yet and then that causes low eagerness for buying behavior.


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CHAPTER IV: RECOMMENDATION FOR INTEGRATED MARKETING
COMMUNIATION PLAN OF KNORR TET 2014
1. Key message
 Thematic TVC “Everyone can cook...like Mums”
Usually, Tet of the Vietnamese is related to familiar subjects such as family love,
reunion, exchanging best wishes and hopes for a new year, and especially warm
meals in the family. They are value which Knorr has exploited for those past
communication campaigns. For the year of 2014, those traditional values are
continuing to promote but in a new view with subject.
 Cooking by heart because a delicious meal is origin for happiness
 Honoring cuisine quintessence of the Vietnamese: In daily meals, the mothers
still cook Vietnamese traditional dishes such as meat cooked with caramel,
bitter melon soup for her family. Nevertheless, on Tet, those dishes are more
and more delicious because she cook by all her love, care, innermost feelings
to bring the most standard meal of the year for her beloved and that meal
could be called cuisine quintessence because it is the combination of true love
and true recipe.
 Promotion
“Lock&Lock Tet gift for family’s health” and cooking and nutrition handout
2. Objective
 Build brand loyalty and brand love of current Knorr users via attractive
promotion Tet gift (Lock & Lock premium plastic box in urban and

customized gift in rural) and insightful Tet TVC.
 Build volume sales of current users by encouraging them to buy more for 1
purchase through offering them attractive gift.
 Build market share by converting competitors' users (who are promotion
driving) through offering them attractive promotion gift in rural and keep
market share in urban.
3. Target audience
People are officers, workers, or housewives who prepare meals at home for their
loved ones every day, mainly mums. They are from 25 – 45 years of age, class ABC
and have babies or not.
4. Media channels
In granules market, elements that effect to sale are advertising and promotion. So, to
achive the above objectives, Knorr’s communication plan needs to remain
advertising via thematic TVC, sales promotion and POSM.
 Thematic TVC: TVC 30s and promotion tag on 15s
 Sales promotion: Customizing gift for different regions


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In urban, premium Lock&Lock gift is still the key mechanic and the best choice to
increase brand image for Knorr. Moreover, other gift packages should be flexibly
changed compared with those of 2013 to satisfy more target customers who are
always eager to shop for eye-catching gifts on Tet. In rural: Owing to the fact that
people have not distinguish L&L brand with other domestic plastic brands e.g. Dai
Dong Tien, Duy Tan which are so accustomed to them, conducting research into
“Favorite level of home appliances in rural” before making a decision if Knorr
should keep the same gift packages in both areas or customize in the countryside.
 POSM: POSM tactics still develop as in those of 2013 in order to build offtake and attract target customers to choose Knorr.
5. Timeline

Oct

Nov

Dec

Jan

Week
43

44

45

46

47

48

49

50

51

52 1 2 3 4

5

KMG 200 g Bundle 3 + gift
KMG 450g x 2 + gift

Tet promo
launch

KMG 900g Bundle 2 + L&L product
ATL& BTL
support

Thematic TVC
Instore Visibility

TET
2014


24

6. Communication plan of Tet 2014 Budget

No.

Items

Quantity

Cost

(mio VND)

I. TVC

42.900

1 Thematic TVC+ Promotion tag
on
2 Broadcasting (8weeks)
II. POSM
III. Promotion gift
1 KMG 200g Bundle 3

1

1.650

~ 3.100 spots

41.250

Promotion
rate

37,92%

1.870

1,65%

68.350

60,43%

68.350

2 KMG 450gx 2
3 KMG 900g Bundle 2
4 Cooking and nutrition handout
TOTAL

113.120

100%