SPECIALIZED MARKETING MANAGEMENT TOPIC CELANO POP CREAM MARKETING PLAN

TABLE LISTable 1: SWOT...2 Table 2: Selling price per unit of product in distribution channels VND...8 Table 3: Action plan...11 Table 4: Financial projections...13 Table 5: Implementati

Ho Chi Minh city, 2021

Ho Chi Minh city, 2021

SOCIALIST REPUBLIC OF VIETNAM Indendence – Freedom - Happiness MINUTES OF PERFORMANCE ASSESSMENT

1 Time: from December 1, 2021 - December 15, 2021

5 Meeting chairperson (Group leader): Nguyen Ngoc Huong Tra

6 Secretary of the meeting: Nguyen Thanh Huong

7 Evaluation results are agreed and summarized as follows:

same day

Secretary Group leader

Huong Tra

TEACHER’S COMMENTS

TABLE OF CONTENTS

1 Executive summary 1

2 Introduction 1

3 SWOT & Macro - Environment Analysis 2

3.1 SWOT 2

3.2 Macro - Environment Analysis 3

3.3 Competitors 4

4 Objectives 5

5 Segmentation, Targeting and Positioning strategy 5

5.1 Segmentation strategy 5

5.2 Targeting strategy 5

5.3 Positioning strategy 6

6 Marketing Mix Strategies 6

6.1 Product strategy 6

6.2 Pricing strategy 8

6.3 Distribution strategy 9

6.4 Marketing communications strategy 9

7 Marketing research 10

8 Action plan 11

9 Financial projections 13

10 Implementation controls 14

TABLE LIS

Table 1: SWOT 2

Table 2: Selling price per unit of product in distribution channels (VND) 8

Table 3: Action plan 11

Table 4: Financial projections 13

Table 5: Implementation controls 14

PICTURE LIST Picture 1: Logo KIDO Foods 1

Picture 2: Poster Celano Pop-cream design 7

"CELANO POP-CREAM" MARKETING PLAN 1

Executive summary

The harsh competitiveness of the implementing firms has never abated,and the market shares of this market are always fiercely competitive with eachother, in which the dairy and dairy products industry has a spectacular growthrate, specifically frozen ice-cream Ice cream is not a new market in Vietnam,but with the introduction of foreign ice cream companies, the ice cream industry

in Vietnam has become more active than ever, making the ice cream market a

"hot" and potentially lucrative sector

With the goal of providing Vietnamese consumers with access to quality products, experiencing trending flavors, and expressing their own styleand class, we implemented a marketing plan in a year to launch a new line ofice cream of Celano brand is Pop-cream, in order to help Celano maintain itsposition as the leading brand in the Vietnamese ice cream market and assert itsidentity with this Pop-creamproduct

high-2 Introduction

Picture 1: Logo KIDO Foods

KIDO Foods is a company specializing in frozen foods, of which thestrongest is in the ice-cream segment The market was first launched with threemain brands: Merino, KIDO Foods Premium-the predecessor of Celano, andWel Yo brands, respectively, were launched to the market Increasinglybecoming a sustainable company with a strong brand name and a large marketshare, beating other major players in the ice cream market, KIDO Foods isleading the market with a 43.1% market share (Euromonitor, 2019) In 2020,KIDO Foods continues to lead with a 43.5% market share, far ahead of othermajor competitors such as Unilever Vietnam with 11.1% and Vinamilk with 9.1%(Euromonitor, 2020)

Strategic vision: to become a leader in the conditional food business inVietnam and Asia Bringing values to life with happy values through palatable,

nutritious, and convenient products (KDC Annual Report, 2020) with the

company's typical products: snail ice cream cinnamon, ice cream stick, ice

cream cup, ice cream box,

Increase market share of Celano ice cream in the business and travelsegments and launch a new ice cream product suitable for the ice cream

segment when going out and about To that end, we launched a new product

called "Celano Pop-cream" Accompanying the new product launch is the

establishment of a suitable marketing strategy KIDO Foods has good resources

to ensure easy new product implementation, based on market segments and

reasonable positioning to ensure a successful approach to target customers

Table 1: SWOT

non-environmentally friendly nylon

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According to emotions, ice cream When more ice cream brands

high-quality goods at a reasonableprice is growing by the day

(Source: KIDO, 2021)

Economics: The economies of other countries decreased deeply due to

the negative impact of the Covid-19 epidemic, but Vietnam still maintained growth with an estimated GDP growth rate of 2.91% The standard of living increases, the budget used for spending also increases,

so consumers are willing to spend more in life (GSO, 2021)

Politics - law:

jobs, increasing incomes for Vietnamese workers, and increasing social consumption

needs

food safety and consumer protection These are also issues that KIDO Foods has focused

on for many years and considers a long-term strategy

❖ Culture - society: Currently, the lifestyle is improving, the needs of people

are increasing, consumers are interested in standards of quality, food hygiene and safety

The customer's travel and entertainment preferences are a remarkable point

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for manufacturers, with the increase in tourism leading to an increase in demand for food, especially ice cream.

❖ Demographics: The current population of Vietnam is more than 98 million

people (Dan so, 2021) As a country with a relatively large proportion of young population(According to the 2019 Census results, the age group 25-29 is the most populous agegroup when accounting for 8.78% of the country's population; The second most populous

is 30-34, accounting for 8.72% of the country's population) According to the survey,customers of KIDO Foods are mainly students, aged 12 - 30 years old, so this is apotential market for KIDO to develop its ice cream industry

❖ Technology: KIDO Foods has the most modern ice cream production line

in the region according to European standards (KDC Annual Report, 2020) 100% newinvestment in machinery and equipment, each production line for each product line is theoptimal combination of modern machines, originating from many different countries Thedistribution system is very professional in the frozen ice cream industry

❖ Nature: Our country has a tropical monsoon climate, rainy and dry

seasons, so preserving and transporting ice cream is a dilemma for businesses includingKIDO Foods However, weather conditions also affect the consumption of products,consumption of products in the dry season will increase and vice versa, the demand forproducts in the rainy season will decrease, making it difficult to consume productconsumption

Pop-cream" in the domestic market are Vinamilk's Twin Cows and Unilever's Cornetto

- Vinamilk's Twin Cows Ice Cream:

Overview: Vinamilk is the leading nutrition company in Vietnam in

terms of sales and growth with a nationwide distribution network,factory system and member units Vinamilk's new products havehelped its ice cream segment to rank third in the ice cream

market, in 2020

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Vinamilk will account for 9.1% of the ice cream market share in the Vietnamese market (Euromonitor, 2020).

Product: Products of the high-class ice cream line in the

Vietnamese market are directly produced by Vinamilk at domestic factories with the main source of raw materials being distilled from the finest and best quality from domestic and foreign suppliers country Vinamilk Twin Cows ice cream product has a luxurious and diverse packaging with 5 flavors (Chocolate, Vanilla, Green Tea, Tiramisu, Strawberry Cheese) that are delicious and attractive, making it hard to resist The product does not contain preservatives, and has a high amount of nutrients to ensure safety for health

- Unilever's Cornetto Ice Cream:

Overview: As a company that owns 5 of the 10 most valuable ice

cream brands in the world (First Vietnam, 2020), Unilever has entered the ice cream market in Vietnam when building high-class services and wants to Best service to Vietnamese customers

Currently, Unilever is behind KIDO Foods in the ice cream market share, accounting for 11% of the market share in the ice cream market in Vietnam (Euromonitor, 2020)

Product: Cornetto ice cream products are targeted by Unilever with

the best service to customers Possessing a shimmering shape with colorful packaging with a sweet taste, a completely new combination of cotton candy and marshmallows with new ice creamflavors that young people love Moreover, Unilever currently does not have an ice cream factory in Vietnam, but imports ice cream from Thailand, causing the ice cream price to be inflated and the logistics not as convenient as KIDO's, making the ice cream segment fiercely competitive

many when there are domestic and foreign businesses investing in the ice cream foodsegment in Vietnam

4 Objectives

one day at a point of sale, from which the first year after the product's launch, the number

of products sold was 87 million products across all distribution channels of KIDO Foods

distribution channels and reach 5 million products

increase in market penetration

best-selling products of the year

5 Segmentation, Targeting and Positioning strategy 5.1

Segmentation strategy

Foods as a product segment for people aged 12 to 30 years old At this age, people oftentend to travel and can easily access and use new cool products

images that evoke the delicious taste of the product, thereby evoking the feeling ofwanting to own and try the product of the target customer

and traveling, besides the existing retail channels, Pop-cream products will bepopularized, focusing more on tourist destinations where there are amusement parks

called “Celano Pop-cream” to target customers who are 12–30 years old, have a modernlifestyle and personality, know how to enjoy flavors in their own way, and are doinginteresting outings

marketing mix for the entire market segment With a

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narrow segment with similar characteristics in terms of age, interests, etc,

… the choice of this mixed marketing form is completely reasonable, bothsaving operating costs and creating a consistent image in the consumermind

5.3 Positioning strategy

high-class ice cream line, so Pop-cream with quality imported ingredients meets thedelicate needs of consumers And the company is constantly looking for new flavor trends

to attract more customers

etc are also making efforts in product development along with improving productionprocesses to increase market share and compete in the market Therefore, KIDO Foodsalso constantly develops new products as well as a diverse source of raw materials,improves production processes, and enhances modern advanced technology to maintainmarket share and increase competition

most delicious, and the most nutritious way that is suitable for the health of users in thetarget age group

6 Marketing Mix Strategies 6.1 Product strategy

inspired by cake pop, with the original shape of a spherical ice cream with a diameter of4cm and three layers, namely:

Ice cream filling with three different flavors: cookie cream, banana milk, and vanilla with melted caramel in the centre

The thin layer of sponge cake provides just enough crunch to add

to the interestingness of this ice cream without being too thick to boring customers

Chocolate coating with healthy nuts like walnuts, almonds, etc., or multicolored candy nuggets

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- All of the ingredients for Pop-cream will be imported from abroad andrigorously tested for food safety before being used in manufacture.

amount of sugar is kept to a minimum in order to keep up with today's young people'strend of eating less sweets

yet classy white Celano lettering with a black border, with the short phrases "Premium TripSpecial" underneath clearly indicating the ice cream line's high-end category andconvenience for outings

Picture 2: Poster Celano Pop-cream design

bag

For bag form:

Each individual Pop-cream will be wrapped with the cream on top, similar to how a lollipop is packaged

Furthermore, in order for customers to explore a variety of flavors,

we will design the packaging to sell in a combo of two products

wrapped in a rectangular bag, similar to the

former Celano packaging, with two options: the same one flavor or

a random mix of two flavors/pack

For a paper box: There are two types:

A small package will contain three Pop-cream flavors: the same flavor or all three flavors/box, with two sticks attached to the lid

A large package contains 5 Pop-creamice cream flavors in two options: the same flavor or all three random flavors/box, with two sticks attached to the lid

information about the ingredients in the ice cream, and extensive and clear suggestionsfor product identification and selection

banana ice cream will have yellow packaging

and Christmas, such as gift boxes or ice cream bouquets, for consumers to purchase asgifts for their relatives or friends

understand the psychology of customers who want to receive products with valuecorresponding to their costs, we set prices for the product line Our premium Pop-creamproducts have a high price tag that matches the quality of the ingredients we make into thefinished product, but with this product we set a relatively affordable price tag compared toour competitors

for this Pop-cream line, due to the intense market volatility caused by the Covid-19pandemic, the market is very sensitive price sensitivities and products launched on themarket with reasonable prices will attract consumers

Table 2: Selling price per unit of product in distribution

channels (VND)

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Product Type Quantity Selling Price/ carton

goes hand in hand with quality, we use a psychological pricing strategy, balancing pricewith product quality

6.3 Distribution strategy

where customers will receive the products that the group provides to serve and take goodcare of customers

because this is an ice cream product that is inherently a fast-moving and fast-movingconsumer product in Vietnam's hot climate, KIDO Foods uses a wide distribution strategy

so that customers can buy products anywhere without worrying about affecting the quality

aimed at people with a preference for traveling, so we put more separate ice creamcabinets at amusement parks, eco-tourism areas to attract customers

areas, but KIDO Foods wants to increase sales of products, it must connect more retail,grocery, and

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convenience stores supermarkets or supermarkets across the countrywith the aim of quickly reaching customers, thereby maximizing profits forbusinesses.

platforms such as Facebook, Youtube, and the company's official website

Facebook, and outdoor ads such as posters, billboards on buses, bus shelters, taxis,

offers when buying new products through social networking platforms and on companywebsites

at the point of sale, increasing purchase stimulation

Facebook pages

invoice of over 99.000 at the point of sale, they will be given 1 product of the same price ofdifferent types

thermos bag to store ice cream

buying a combo of 3 ice cream boxes will get you 10% off, or buying 2 boxes of 5 icecreams will get you 1 Pop-cream free of any flavor

packaging design

called “Celano Pop-cream” when used at entertainment spots in the most authentic andvivid way

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