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

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 f

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

Ho Chi Minh 2021

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

I

13 Evaluation and control 38

14 Summary 41

15 Appendix 42

II

1 Executive summary

STAR KOMBUCHA is a healthy fermented drink with 100% naturalingredients from tea, SCOBY, natural fruits and herbs It is rich in probiotics(lactobacillus), organic acids, antioxidants, vitamin B, polyphenols, EGCG that havewonderful health benefits, especially for your gut and immune system Kombuchaoriginated from the Eastern regions around 2,000 years ago It was widely known asthe “Tea of 2020 Immortality”

Kombucha fermentation process takes 30 days, fresh ingredients include puretea, SCOBY, pressed juice, and herbs In the modern world, Kombucha has become adaily beverage preference to nourish mind, body & soul People around the world,from the U.S to Canada, France, Germany, and many more countries are drinkingkombucha as a healthy alternative beverage, and its amazing taste The mission of StarKombucha 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 Kombuchafaced several hurdles and challenges For Vietnamese customers, fermented tea is anunusual drink, therefore they are still wary of it Furthermore, Star Kombucha'scommunication operations in the Vietnamese market have not significantly increasedthe 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, StarKombucha's target market, and a SWOT analysis Then we'll establish the strategy'sobjectives, create innovative tactics, plan and strategize communication, salespromotion, 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 saidthey were worried about their body's immunity As consumers seek to boost their

1

immune system, they are increasingly interested in products that boost their immunesystem and overall health

In addition, the consequences of the pandemic are more severe for people withhypertension, diabetes and cardiovascular disease, making consumers realize theimportance of weight management This anxiety is likely to increase the need forfunctional solutions that support healthy weight management More specifically aboutthe 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 willincrease sharply in 2045, increasing by 75% or 153 million people

In particular, it entails the risk of obesity, lipid metabolism disorders, highblood pressure, cardiovascular disease, Market trends have changed, requiringproducts to meet this demand This is an opportunity for the development of healthcare products according to the general trend of the world Kombucha is a new productthat promises to explode in the future The size of the world's Kombucha market isforecast 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 dietarysupplement, flavored to make it easier to drink Also because there are many differentflavors, 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 goodhealth

In the same segment of Star Kombucha are functional food supplements, notsoft drinks or fermented juices The market for this drink are consumers (or privatebuyers) (B2C) and business (B2B)

Demographic:

Health is the most important market This product is aimed at a target group ofwomen 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 professionaloccupations and of upper-middle class So they are not only ready to purchase a

2

product which is good for their health but also able to pay more for it They are mostlikely to already own a functional food supplement or similar.

Supermarkets and agents are also the customers that Star Kombucha is aimingfor Although less than 10 years of existence, the strong development of moderndistribution channels (Bach Hoa Xanh, Vinmart, convenience store chains, ) in recentyears has had a great influence on consumption trends Retailers have great influence

in bringing products to consumers, so they are important partners that Star Kombuchaaims 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 theconsumers that Star kombucha is aiming for

Psychographic:

Retail systems are notoriously difficult to choose for companies that supplyproducts But the development of this distribution system will greatly contribute to thedevelopment 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 fromacquaintances but that is not the only reason to motivate them to purchase The size ofthis 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 thisproblem comes from the pressure of life plus the lifestyle and way of living of eachperson If everyone is interested in a healthy lifestyle and eating, there will be no needfor additional foods like Kombucha If not, Star Kombucha will help balance andsupplement the missing nutrients

Kombucha fermented drink is effective in maintaining and restoring healththanks to its high antioxidant, detoxifying and antibacterial ingredients, good for thedigestive system and strengthening the immune system

Geographic:

3

We are working on a plan to educate all consumers in the country with the rightknowledge about the product as well as change the existing misconceptions aboutdrinking water for health However, we are still focusing on customers living in bigcities including: Ho Chi Minh city, Hanoi and Danang because consumers in this areaare 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 productsclose to consumers and easy to purchase when there is a need

4 Goody group: SWOT analysis

SWOT

Opportunities

- Consumption is conscious aswell as higher spending on healthy products

- The market has potential in the future

- Enhance investment attraction

- High quality raw materials contribute to improve productquality

Threats

- The majority of the population is still unaware of healthy products

-Pressure from competitors

- Abundant substitute products

4

consumer tastes, with these factors the company invests indeveloping new product development.

S-T

- Customers' high requirements for quality and design should lead thecompany to develop new products

Weaknesses

- The price of the

product is quite high

on market development strategy

W-T

- Competition is very fierce with competitors inthe market and substitute products, high

requirements of customers for quality anddesign, so the company focuses on developing new products

- Strengthen marketing toexpand the market and export products to the market

5

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 by25%

 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 beautyenhancement 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 theirhealth and beauty and live in metropolises such as Ha Noi, Da Nang and Ho Chi MinhCity

- 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 purchase on modern trade channels and pay attention to product packaging

point-of 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

6

not beneficial for health and beauty, since high calories cause weight gain and highsugar 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 andbeauty.”

 Intermediaries:

- There are well-known brand in different categories such as retailers(Supermarkets: Co.op Mart, AEON Citimart, An nam Gourmet), Minimart (Bách HoáXanh, VinMart/ VinMart+), Convenience Stores (Circle K, 7Eleven) They have morethan 5 years experience as well as a high reputation and strong potential in the retailmarket in Vietnam

- E-commerce sites (Shopee, Lazada, Tiki) with a high level of popularity andstrong potential in Vietnam

 Public:

- Members of the groups “Đẹp Chanh Sả" and “YÊU EAT CLEAN" onFacebook

- 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 thatStar Kombucha distributed

- Administrators of two groups ”Đẹp Chanh Sả" and “YÊU EAT CLEAN" onFacebook.

- 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 hasfresh ingredients including pure tea, SCOBY, pressed juice, and herbs SCOBY willtransform tea and sugar mixtures into vitamin C, polyphenols, EGCG, vitamin B andmany other good bacteria.The bacteria and yeast in SCOBY break down the tea’ssugars 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 beveragepreference 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 fermentedbeverages

- Use the Star Kombucha logo

- Concepts must be able to work for point-of-purchase materials, both print anddigital advertising

7 Creative strategy: Implementation and evaluation

 Creative tactic

8

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 aboutingredients of product Emotional appeal relates to customer’s social andpsychological needs Self-love and beauty needs are the emotional motives of targetcustomers for their purchase decision The ad is targeted at women and designed toeducate 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 productoccupies 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 andinterest, Provoking curiosity and lure readers into body copy to get anexplanation

“Không chỉ là trà, là Kombucha”

 Subhead: highlight the major point of the message

“Nuôi dưỡng sức khỏe và sắc đẹp mỗi ngày”

9

 Body copy: straight-sell copy presents relevant information with type ofrational appeal.

“Trà lên men- men SCOBY- trái cây- thảo mộc”

 Visual elements: The focus of the visual is Star Kombucha productvisual image to promote product identity Pink and orange are the maincolors of the ad Painted illustrations of tea leaves, fruits, are used andwork in a healthy and energetic concept to produce an effectivemessage 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 smallerthan headline at under Body copy is separated into 4 parts and put at 2sides 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 ofthemselves 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 Kombuchaand our slogan will be presented with variable colors that stimulate viewers

- Size: Medium rectangle banner (300*250) - is able enough to show all theinformation 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 " Kombuchatrà cho sức khỏe" The main colors will be vivid colors suitable for each taste

10

of Kombucha The appearance of lively ads on social media will helpKombucha 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 andfunctions

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 orpause the video content and allow a variety of interactions, like clickingfor 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 Usingbright and vivid colors that match the color of the product cans combined withvideo editing technologies will make the short promotional video stand outmore

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

11

 Developing and implementing media strategy for the media mix:

8.1 Press releases:

Vehicles Coverage Reach Frequency

Harper's Bazaar 95% 200K people 6 times /3 months

Kenh14 80% 70K people 15 times/ 3 months

8.1.1 Magazines: Harper’s Bazaar Vietnam

 Classification: Harper's Bazaar Vietnam is a monthly women's fashion

consumer magazine, a member of Harper's Bazaar worldwide, one of theworld's leading fashion magazines Harper's Bazaar Vietnam magazine is read

by more than 150,000 successful, stylish, high-income women who alwaysconsider the magazine as a guideline for their modern lifestyle Therefore, this

is a consumer magazine in line with the brand image orientation and targetaudience of the Star Kombucha company

 Positions: Lifestyle categories of Harper's Bazaar magazine.

 Magazine features: Use the full page to place advertisements with half of the

product's images, the other half is the content of information and benefits aboutthe product This is a perfect choice because it has been promoted to specifictarget audiences who are interested in beauty, and has been true to the benefitsthat the product brings to customers, narrows the customer base and saves costsfor Star Kombucha businesses

 Perform:

- Contact the advertising department of Harper's Bazaar magazine:contact.bazaar@sunflowermedia.vn

- Submit images and content of articles to promote in the Lifestyle categories

- Release time: April 25, 2022, May 30, 2022, June 27, 2022

12

8.1.2 Newspapers

 Types of newspapers: Kenh14 is one of the most influential online daily

newspapers on social platforms The age of readers with 18-44 years oldaccounts for more than 70% of the total readers of the newspaper, readersliving in Ho Chi Minh City and Hanoi accounted for 69% In which, Beautyand Fashion section has more than 20 million readers per month Moreover, themajority of kenh14's readers are teenagers and office workers, thus stimulatingand imprinting on the target audience's mind about Star Kombucha

 Types of newspaper advertising: Because Star Kombucha is a new product

entering the market, choose the form is to book advertising articles in theBeauty and Fashion categories will reach the most customers EspeciallyKenh14 is an online newspaper that can create unique contents that caninfluence many people, audiences read and learn the information through it

- Submit article content and product images to promote in the Beauty andFashion categories.

- Posting time: January 2022

8.2 Traditional support media:

8.2.1 Promotional product:

The option of using tote bags in advertising campaigns to increase businessawareness will be applied Tote bags have high durability, low cost and easy printingfeatures Promotional tote bags are often used as product packaging or gifts to givecustomers and partners on special occasions Thereby, it will create better sympathy inthe hearts of customers and effectively spread the brand Because of that, STARKOMBUCHA can increase its recognition for customers and communicate marketingmessages to all potential customers Thereby making a strong impression oncustomers and spreading the company's brand more effectively When buying a combo

of 6 cans of Star Kombucha with a capacity of 240 ml for 210,000 VND, you will get

a free tote bag

8.2.2 In-store media:

Poster is an effective and inexpensive communication tool aimed at specificaudiences and customers When placed in the right place STAR KOMBUCHA canuse posters placed in supermarkets, convenience stores (AEON Mall, Co.op Mart,Vinmart, Annam Gourmet Bach Hoa Xanh, Circle K, 7-Eleven) through the displayedcontent, conveying the full meaningful message of STAR KOMBUCHA to thecustomers Eye-catching posters that can attract viewers will make customers buy oruse the products and increase brand awareness

8.3 Non-traditional support media:

8.3.1 Product placements.

Star Kombucha's target audience is females aged 18 to 44 Women have a lot ofworries at this point in their lives They have to perform well as a woman and wife inaddition to going to work, and it appears that they do not have time to take care of

14

themselves Postpartum issues can affect women in a variety of ways, each with itsown set of symptoms and intensity Some typical issues, such as stretch marks, weightgain, hair loss, and so on, cause worry Nhat Trung's 1990 film is about a group ofclose friends made up of three females in their thirties who are dealing with issuesincluding marriage, work, love, and beauty The appearance of the Star Kombuchabrand in the 1990 film has a significant value for women, since it can assist themovercome some of life's problems Star Kombucha's use of product placement in the

1990 film, Star Kombucha, seeks to express to women who need to know how to takebetter care of themselves and love themselves more so that they can do a good job as awoman

8.3.2 Content sponsorship:

Vehicles Coverage Reach Frequency

Show “The Next

Face”

90% 200K people 12 times/ 2 months

Data from SocialHeat - a Social Listening and Market Intelligence system(collecting and analyzing information in real-time, automatically, and with coveragecovering more than 90% of news and discussion sources on the internet) society -show that reality shows and game shows are currently popular among Gen Y and Gen

Z The rating of reality programs and game shows in 2020 ranged from 1.5 to 3.3%.Sponsorship of reality TV shows by Star Kombucha has the potential to have

15

substantial spillover effects and attract the attention of target consumers As a result,for the first six months of 2022, Star Kombucha will sponsor one program aimed atthe same audience as Star Kombucha:

- The Next Face Vietnam: The Next Face of Vietnam is a competition to

identify influential model faces on social networking platforms in the 4.0 era.Not only do you need to have the dazzling look and abilities of a professionalmodel, but you also need to be able to make an impression on digital and socialmedia platforms This is an intriguing playground for Gen Z young people whohave a huge interest in models

Youtube index

Facebook index

Instagram index Hana

Giang Anh

Macroinfluencer:

youtuber,fitness

16

Geographic

HN-25%, HCMC-22%

Avg.Views:

150K - 300K views/

video

Video content: (1

12,3%

Inactive followers:

11%

Followers: Frequenc:

Post: 1/day,Story: 5-7/day, Reel: 2/week

Lam Thuy

Nhan

Stylist, content

Followers:

80,6K

Followers:

160K17

 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

0 0

 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

10

0 0

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.

0 0

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

11

0 0