Final report digital branding brand name kimchinam

ABOUT US - KIMCHINAM prides itself on being a brand specializing in selling kimchi with rich flavors, researched and adjusted recipes to suit Vietnamese tastes.. Position: In the positio

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UNIVERSITY OF ECONOMICS & FINANCE

FINAL REPORT DIGITAL BRANDING BRAND NAME: KIMCHINAM LECTURER: BUI ANH DUNG CLASS: 231.MKT1123E.A01E

Ho Chi Minh City, October 23th.2023

PHAM TRANG HOANG YEN 205045237 100%

NGUYEN THANH BUC HUNG 205045235 100%

HOANG VAN THAI 205044553 100%

VO PHAM THUY TRAN 205043893 95%

TABLE OF CONTENT

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I INTRODUCTION

1 BRAND NAME: KIMCHINAM

- Catelogy: F&B

NAME

- Brand name meaning: KIMCHINAM

stands for "Kim chi Vietnam" - a THE ORIGIN <e;

traditional Korean dish combined with

unique variations in the recipe to better id | M C H | N A l1

[|

suit Vietnamese tastes In addition,

KIMCHINAM also carries another TASTE (se

layer of meaning as a "Kim chi Nam" ve COMBINED WITH +

GUIDING PRINCIPLE

—— @kimchinam.food

as an affirmation that will bring customers to the exact flavor they have been looking

for a long time

2 ABOUT US

- KIMCHINAM prides itself on being a brand specializing in selling kimchi with rich

flavors, researched and adjusted recipes to suit Vietnamese tastes The brand was born

in 2023, founded by Ms Nguyen Kieu My and is currently distributed mainly in Ho

Chi Minh City The products are produced directly in Ca Mau by Vietnamese people

We confidently affirm that the raw materials we use are always checked daily and

quality guaranteed according to product safety and hygiene standards so that when

they reach customers, they will always be the best Besides, our delivery quality and

service are also guaranteed to bring the best experiences to customers

3 BRAND STORY

- During the COVID-19 epidemic, many students have returned to their hometowns to

ensure safety from outbreaks For many people, this is a huge difficulty when 27

movement is limited, but for the founder of KIMCHINAM - Ms Nguyen Kieu My

took advantage of it as an opportunity to improve herself, starting to try new things

and she chose to learn how to cook

- With a passion for Korean cuisine, especially

traditional Korean kimchi, Ms My spent some

time adjusting the flavors to better suit

Vietnamese tastes Initially, only neighbors and

close relatives bought her kimchi to support her,

and gradually more people bought her kimchi

through word-of-mouth referrals and the number

of returning customers reached more than 80%

Nguyen Kieu My - Founder -

As a Marketing student, after returning to Ho Chi Minh City, My decided to start her own

brand with more investment in formality, being more meticulous and serious in every

aspect to touch broader customer files And so KIMCHINAM was born

4 BRAND PURPOSE & POSITION

Purpose: Our goal is not simply to bring satisfaction to every meal for our customers,

but also to build cultural bridges and bonds within the community We aim to be the

best kimchi brand, but more importantly, promote love and create memorable

experiences through food We are committed to not only providing the best quality

kimchi products but also promoting sharing and connecting Vietnamese people

through cuisine, so that every meal becomes an opportunity to honor and connect with

culture traditions of our country

Position: In the positioning table above, KIMCHINAM aims to be a brand with high

quality products and relatively high prices in the market

The remaining competitors analyzed such as BIBIGO and TEOBOKKI are long-

standing brands specializing in selling kimchi with price advantages Meanwhile, BA

CHAU is currently a brand selling snacks in general and kimchi in particular is a

brand with the same customer file as KIMCHINAM, so it has a high price in the

Il BRAND IDENTITY

1 LOGO OF KIMCHINAM

- The KIMCHINAM logo is taken as the main ingredient from the photo of the

first box of kimchi delivered to the customer - affirming uniqueness - originality

Combined with the 2-way arrow symbol - the symbol of the compass The arrow facing

Northeast points to the origin of kimchi - Korea

- KIMCHINAM also has a circular logo that is used to paste on the product upon

delivery

2 SLOGAN OF KIMCHINAM

HỈMCHÍNAM

EAT KIMCHI LIKE VIETNAMESE!

“ EAT KIMCHI LIKE VIETNAMESE! ”

- Slogan meaning: With KIMCHINAM's unique characteristic of transforming Korean

kimchi to have a flavor suitable for Vietnamese tastes, this slogan helps to more

clearly express the product's characteristics The rhythm and rhyming style of the

slogan also show well the brand's personality, which is friendly, approachable, and

joyful

3 BRAND PERSONALITY

- Brand personality: KIMCHINAM is built on the model of being cheerful, friendly,

kind, reputable, responsible, and knowing how to listen and share with customers

Brings a feeling of closeness and sincerity like a friend or family member, connecting customers effectively

( See more pictures in the Appendix section.)

4 BRAND VOICE AND TONE OF VOICE

- Brand voice: The words KIMCHINAM uses are simple, easy to hear, and easy to

understand, like everyday conversations From there, KIMCHINAM can easily reach

its customers, connecting them with the brand

- Tone of voice: The tone is close and sincere, as if the customer is listening to a friend

or a relative familiar to them

(See more pictures in the Appendix section)

5 OTHER FACTORS

- Color: Orange and white

- Font: FSU Futura

- Design style: KIMCHINAM's images are designed in a circular shape, creating a

feeling of closeness, gentleness, and friendliness to everyone

I TARGET MARKET

1 TARGET AUDIENCE

Demographic 22-27 years old, female, living in Ho Chi Minh City, working as

an office worker or freelancer, with an income of 7 - 15 million

Interest and demand Shopping for fashion, beauty, entertainment, food, and

entertainment/entertainment services May have an interest in learning about health, fitness, and

personal development

Likely influenced by social trends and the living environment in

Ho Chi Minh City

Behavior You may prefer to shop online and participate in promotions or

discounts

Can search for convenient products and services, save time, and

improve quality of life

Pain point

Financial issues, competition at work, social pressure and

personal image, balancing time in life, self-discovery and working towards long-term goals

Competitor's | Target distribution | product Price Competing name customer channel characteristics /500gr pain points

Bibigo 16-40 Supermarket | Korean flavor, 46.000 Price and

wide coverage,

easy to buy at your local supermarket

Téobokki 16-28 Offline 48.000 Price and

The Teobokki lit store, VND quality

Store offers the E-

commerce | most popular

Korean foods

Following trends

is one of Teobokki's fortes, so customers often visit

GoldSun 27-35 E- 45.000 Price and

commerce | The brand isnot | VND quality

too popular but has the strength

of being low price

O’ food 20-30 E- We do not sell 35.000 Convenience (sauce) commerce kimchi products, VND

but we do sell

kimchi sauce sold at

supermarkets

Has strength in

convenience

Stores selling family food in general and kimchi in particular in Ho Chi Minh City The price is quite

high, but the

product is fresh

75.00085.000 VND

Website, social media and hotline

KIMCHINAM's social media

KIMCHINAM“s social media

The customer journey of the target customer has five steps

Spread and share values

- In the first step, target customers often encounter viral clips on TikTok with product reviews or advertising content

- Inthe second step, target customers are interested in and research products and

services through the brand's main platforms and perform interactive and comparative actions to better understand the product before deciding

- In the third step, target customers make a decision to buy or not

- Inthe 4th step: target customers regularly update and view content on the brand's

platforms and receive brand emails

- In the final step, target customers often buy again and recommend the brand to

friends, relatives, and the community

@ 1,000 viewer landing pages Phase 2:

e@ 2000 interactions per month Phase 3:

e@ 2000 interactions per month

Measuring

Phase 1:

e 100,000 reach by access tracking tool on social media

® 5,000 interactions by interaction turn on social media

@ 1,000 viewer by views on landing page Phase 2:

® Interactions turn on KIMCHINAM’s channel

Achievable Phase 1: Marketing plan campaign to get traffic plan to landing page

Phase 2: Good content creating on social media Phase 3: Strategy to keep interactions with customers Relevant

e Enhance brand recognition and create interest from customers

e Affirming the strengths of Kimchi products in the market

Phase 2: 2 months Phase 3: 1 months and continuous

3 STRATEGY

Increase Increase 100.000 | information interacions Goal: Maintain | per month brand 7 reach about brands per month interaction and

recognition 5.000 interactions and products build

Tactics Social Booking 1 KOL KIMCHINAM | 30 contents KIMCHINAM |20

media & and 5 KOC on official channel Pee platform official channel | contents/platform

community (Website/social apou (Website/social | jmonth

— Get traffic to landing page

3.1 Detailed content of the article posted on Facebook

Content: 6 Facebook Posts

The first week's article on Tuesday, Thursday, and Saturday helps everyone know that

KIMCHINAM is a dish that combines harmony between Korean food and Vietnamese

flavors

Day 3's article: "KIMCHINAM - A Unique Dishes with a Vietnamese Taste"

Imagine you are sitting at home scrolling through your smartphone, and you order

"KIMCHINAM." At first, you think this dish is related to Korea, but wait, wait! That is "Kim

Chi Vietnam," abbreviated as "KIMCHINAM." This is not only a delicious traditional

Korean dish, but also a unique combination to make it interesting and suitable for Vietnamese

tastes

10

In addition, "KIMCHINAM" also has the meaning of "guideline," as if promising to lead you

in the right direction - the direction you have always been looking for Well, don't let you

wait any longer, order this dish today and discover its unique yet familiar flavor!

Link sản pham: https://www.facebook.com/kimchinam.foo

(See more pictures and the content of another post in the Appendix section.)

3.2 Book KOL/KOC:

Image: See more pictures in the Appendix section

Reason for choosing KOL LANN HUONNG: Her customer base is people who like to eat

MUKBANG, Korean, home-cooked food, so she is the first choice because when she reviews

KIMCHINAM products with eye-catching dishes with Vietnamese flavors, it easily attracts the customers the brand is targeting

The reason for choosing KOC MUKBANG WITH ME with the content throughout is

mukbang Korean dishes; the channel content is suitable; this is the channel where the brand

aims to introduce products designed with Vietnamese flavors to help customers Customers realize that the kimchi dish is designed according to Vietnamese flavors Storyboard:

(See more video TikTok scripts in the Appendix section.)

4 MEASURING Measuring for a tool on social media

See additional measurement calculations in the appendix

Measuring

Goal Tool Detail | Timeline | Result

11

Click/ Impressions=

18.000/180.000= 1/10 Conversion rate:

Action/Click = 1800/18000= 1/10

Lê Phương Frequency =

Impressions/ Reach=

2,027 Clickthrough rate:

Click/ Impressions = 28.000/298.000= 0,093 Conversion rate:

Action/Click

= 2700/28000= 0,096 3 month

Note: KOL and KOC after the product introduction are below the description; attach

ladipage and social media links

customer

Livestream every Saturday night, The first week's article on

Tuesday, Thursday, and

Saturday

KIMCHINAM is a dish

that combines harmony

between Korean food and Vietnamese flavors

2 month

12

mothers in the family

1 SEO 3.000.000V ND |3.000.000 VND

kimchinam.c

om Domain name

purchase fee:

IWEBSITE/ kimchinam.c

liom LANDING

Copywriter of

post to the Write

group content for

3 EVAN TARVER, June 30, 2023, What Is Brand Personality? How It Works and

Examples https://s.net.vn/SiCf

4 EVAN TARVER, April 11,2022, Brand Identity: What It Is and How To Build One

https://www.investopedia.com/terms/b/brand-identity.asp

5 Lotta Back, Edward Ingman, Dilip Lalwani, Marie Miiller, Caroline Sérensen- Behm

and Carl-Johan Rosenbréijer, Digital Brand Management: A Company and Consumer