End module assignment module marketing communications in the digital age

- Emotion: Self-assurance that you'll succeed and have more time to spend with your loved ones 1.2 Product - Tefal is a great manufacturer of non-stick cookware.. Strengths - Recognition

UNIVERSITY OF NORTHAMPTON

SCHOOL OF BUSINESS

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FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS

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END-MODULE ASSIGNMENT

Module: Marketing Communications in the

Digital Age

Code: MAR021-2.S2

TEFAL’S COMMUNICATION PLAN

Ho Chi Minh City, 8th April, 2024

STATEMENT OF AUTHORSHIP

Except where reference is made in the text of the end-module assignment, this assignment contains no material published elsewhere or extracted in whole or in part from

an assignment which I have submitted or qualified for or been awarded another degree or diploma

No other person’s work has been used without due acknowledgements in the end-module assignment

This end-module assignment has not been submitted for the evaluation of any other modules or the award of any degree or diploma in other tertiary institutions

Ho Chi Minh City, 8 April 2024

Bùi Lê Phương Đan

TABLE OF CONTENTS

I Introduction about brand and product

1.1 Brand

- The SEB group introduced Tefal to the French market for the first time in 1956 Tefal gained popularity and became a household name associated with innovative kitchen appliances when it created the first non-stick pan ever Based on statistics from Euromonitor 2020, the brand has grown to become one of the three industry titans in the kitchen appliance sector (alongside Philip and Dyson) after 68 years of establishment Furthermore, SEB Group has surpassed both of its main competitors to hold the top spot globally in terms of market share

- Outstanding goods from Tefal include their nonstick pans, rice cookers, and oil-free fryers The most well-known item among them is the non-stick cookware, which was introduced in 1954 and is still in use today

- Brand mission: To maximize each and every day by your side

- Benefits of the brand include: Function: Well-designed, efficient, and user-friendly equipment that always offers a quick route to the desired outcomes while consuming less time, energy, and space

- Emotion: Self-assurance that you'll succeed and have more time to spend with your loved ones

1.2 Product

- Tefal is a great manufacturer of non-stick cookware The product is renowned for its practicality and elegant design, making it ideal for any kind of kitchen and improving housewives' everyday cooking productivity

- Tefal Vietnam also introduced a new range of nonstick cookware with titanium coating, which extends product life to 25 years In addition, the pan offers various advantages to its users, such as a red button that detects heat Clients can begin processing their items

as the temperature reaches the ideal level

II Why Tefal is underrated in Vietnam ?

Tefal's 2019 entry into the Vietnamese market doesn't represent a threat to the brand In comparison to the substance of branded goods, the brand symbol's recognition after three years

of use is not very great (46% vs 81% of Sunhouse) Conversely, companies such as Kangaroo and Lock&Lock also feature images of domestic goods, intensifying competition in the home goods market What therefore prevents Tefal from enjoying widespread awareness in Vietnam's home goods sector?

2.1 A synopsis of Tefal's SWOT is provided below.

a Strengths

- Recognition of brand: Tefal is well-known throughout the world for its premium kitchen appliances, including air fryers and non-stick cookware

- Product innovation: Tefal is renowned for consistently coming up with new features Examples of these include the non-stick coating, the red dot that indicates the ideal temperature, air fry technology, and energy-saving appliances vitality

- Broad product line: Tefal offers a variety of different items to satisfy consumer demands

in addition to non-stick cookware

- Global reach: Tefal has a wide distribution network throughout numerous nations, giving it access to a sizable customer base

- Environmental initiatives: Tefal has shown its dedication to sustainability by

encouraging energy-efficient appliances and employing recycled materials in the production of its products

b Weakness

including Sunhouse or Lock&lock, which may prevent some customers with tight budgets from purchasing the brand

- Competition: Tefal's market share is under threat from other competitors that offer comparable products in the very competitive kitchen appliance market

- Dependency on non-stick technology: Although Tefal's non-stick coating is a major selling feature, relying too much on this technology may be dangerous in the event that laws or consumer tastes change

c Opportunities :

- Health & Wellness Trends: Tefal can benefit from the expanding popularity of healthy cooking by emphasizing features like air fryers and low-oil cooking alternatives

- E-commerce growth: Tefal can take advantage of e-commerce channels to expand its audience and boost sales as a result of the increasing acceptance of online shopping

d Threats :

- Counterfeit goods: If customers buy high-quality, reasonably priced counterfeits, Tefal may be at risk of having its revenue stream and brand reputation weakened

- Economic decline: Following the Covid-19 pandemic, people have a tendency to shop less because of financial hardships, which lowers their spending on household goods

2.2 Competitors analysis

2.2.1: Sunhouse

- Founded in 2003, with a focus on kitchen products along with other household products

- The cost of non-stick pans at Sunhouse range from 100,000VND to

600,000VND

2.2.2 : Lock&lock

- Known for its glass kitchenware and water bottles, Lock&lock first entered the Vietnamese market in 2009 and eventually expanded to include additional kitchen appliances like non-stick cookware

- The non-stick pan products offered by Lock&Lock are priced between 100,000 VND and 450,000 VND

=> Tefal entered the Vietnamese market later in 2019 than the other two brands mentioned, having debuted earlier Furthermore, when comparing Tefal's non-stick pan goods to those of its other two rivals, the former's average price falls between 300,000 and 1,000,000 VND

its customers Consumers frequently give preference to native brands and products they have previously bought Given that kitchen appliances can have a relatively long lifespan (10–15 years), consumers frequently give preference to well-known brands with a solid reputation and favorable reviews Furthermore, Vietnamese consumers frequently favor established brands when new items are introduced rather than trying out new ones, and they are also less inclined to switch to utilizing new brands

2.2 Target audience

With reference to this product, Tefal aims to:

- Tefal primarily targets foreign women who are married, over thirty, and keen in starting

a family

- The target demographic also needs to possess a certain level of computer literacy and frequently has a passion for cooking They should also be health conscious and interested in purchasing healthy kitchen gear

2.3 Consumers insight

- Customers will always prioritize the health of their family while making purchases, thus they will expect high-quality products

- Convenience and adaptability: Consumers anticipate a product with several uses that can be used for a wide range of cooking techniques, such as stir-frying, roasting, stewing, and frying

- Time and effort savings: When utilizing items, consumers value the ease and time savings They anticipated that the pan would assist in lowering the amount of time and energy needed for cooking and preparation

- Health and safety: Consumers want to use items that are safe for their health, which includes non-toxic materials that don't contaminate food They anticipate that their pans will be safe and won't endanger the health of their family

- Economy and value: While consumers care about product value, they also want great quality When buying a high-quality goods, they want to be sure they are getting a good deal

III Customer journey of Tefal

3.1 Customer persona

Customer journey :

1 Research and analysis: To begin, find out who your target audience is Examine consumer decision-making factors such as purchasing patterns, psychographic data, emotional triggers, and demographic information

Determine the most important customer touchpoints by charting the various encounters

or touchpoints that customers have with your brand throughout the course of their journey This can involve using a website, interacting on social media, sending emails, contacting customer support, and more

Describe your client personas: Make thorough client personas to reflect the various sectors of your target market Personas assist you in comprehending the objectives, aims, pain spots, and wants of various client groups

- Digital touch point to approach out target audience : Because consumers are frequently piqued about a product after perusing reviews on forums or from actual users, emphasizing the product's quality before displaying advertisements on applications similar to: Facebook, Instagram, Tiktok, etc

pose any risks, making it easy for the family to use when the mother is away from home Given that the brand's TA is a married woman in her 30s, child safety will be the brand's first focus Once you've gained attention, keep running advertising campaigns and providing alluring incentives to draw in customers

- Advertise during prime times, such as dinner or lunch, to more readily attract clients Use narratives about using the product while cooking to clearly explain its benefits

4.1 Research

- Find out the customer needs for using the product

- Customer's purchase time: will run the campaign for approx

- Before the Lunar New Year ( 2 months before Tet)

+ Reason: The family has also completed the newly built apartments, the apartments are being urgently handed over to the family to celebrate Tet, which

is also the time to stimulate revenue for businesses At this time, many big brands often offer strong discounts to attract consumers with attractive promotions

4.2 Customer segment.

- Customers are employed and have income >10m/month

- Women 30+, married and living in Ho Chi Minh City area

4.3 Target Audience

- Tefal's Unlimited non-stick cookware caters to a wide spectrum of users, but its main focus is on those who value convenience, excellent performance, and superior quality during cooking

enabling users to quickly and easily prepare a wide variety of delectable meals.

- Family: The sizes and features of Tefal's Unlimited nonstick pans are appropriate for both regular meals and special occasions, making them ideal for use in a household setting

- Customers expect excellence: Tefal's flagship product range, Unlimited, boasts cutting-edge features and non-stick technology

- Those want to cut down on time and effort: Cooking is made simpler and more convenient with the use of Unlimited non-stick pans, which are of high quality and require less time and effort to cook

4.4 IMC plan

4.4.1 Big Idea

Recognize the suffering that customers go through when they have to take care of their family's meals and go to work In addition, they want to prepare delectable meals but struggle to do so because they lack the time or the right instruments This led them to develop the concept "Cook in your own way," which is also the campaign's main slogan

Key mesage "Cook in your own way"

Phase Trigger Engage Amplify

Time Octorber November December

Target

Start the campaign

with a brief teaser that

asks, "Have you ever

tried it?" to stimulate

the interest of the

audience featuring a

picture of a child

wearing a chef's hat on

top, and a picture of a

mother in an office

uniform running in

fear and opening the

door to reveal the

woman's suffering

behind it

Play a commercial with a mother constantly taking care

of the family's meals

Play photos close to Tet so viewers may experience the stress

of having to work and take care of the family during Tet A household with a mother who is constantly busy preparing meals for the family is the subject of the plot The infant chose to assist his mother by using

Coverage of brand upkeep and recognition

Unlimited non-stick cooking pans, since he loved her Emphasize the product's ease of use and safety

Activities

Run a 10- to 20-second commercial during peak hours on outdoor billboards and

at bus stops to draw attention

- TVC

- Running a workshop cooking outdoor at some open workshop place and let consumer try the product

- Running campaign on platform like Shopee, Lazada, Landing page

Channel Television, OOH

Youtube, Facebook, Instagram, OOH, Banners

Website, media platforms

I Trigger phase

Phase 1 : Trigger

Channels Week 1 Week 2 Week 3 Week 4 Budget

Social Short clip 1 Short clip 2 Short clip 3 Short clip 4 500M

Run posers, banners

in bus stops or OOH

Run posers, banners

in bus stops or OOH

Run posers, banners

in bus stops or OOH 300M

PR Some articles on some media platform 100M

Partnership Partnership on cooking show, some family show, 500M

Details

- Regarding social media promotion, Tefal will release four short films in the first four weeks Each film will tell a unique little story with a specific tie, and it will only last 10 to 20 seconds while including tidbits of information to pique viewers' interest

- To promote our project throughout the PR stage, we will have some articles on Zingme, Kenh14, etc

- In order to showcase our goods through KOLs, KOCs, and other influencers, we will collaborate by sponsoring cooking shows, reality shows, and family cooking shows

II Engage phase

Phase 2: Engage

Channels Week 1 Week 2 Week 3 Week 4 Budget Social Full clips ( include the content in four short clips ) 300M

Run on media platform + run posters + banners in bus stops 500M

Partnership Partnership on cooking show, some family show, 500M

Details

The four prior short movies will be consolidated into a single narrative next week, along with ongoing billboard advertising, to address any questions viewers may have had outside the bus stop

To promote our project throughout the PR stage, the company will set up a small workshop and invite KOCs—such as Palm's family or other influential families on social media—to participate in product testing There may also be interactions cooperation between KOC and the public to enable them to use the brand's merchandise

In order to showcase our goods through KOLs, KOCs, and other influencers, we will collaborate by sponsoring cooking shows, reality shows, and family cooking shows

III Amplify

Phase 3 : Amlify

Channels Week 1 Week 2 Week 3 Week 4 Budget

Social

Running some discount campaign on media platform : lazada, shopee,

Run on media platform + run posters + banners in bus stops 200M

PR Run advertise for cooking show, reality show 300M Partnership Partnership on cooking show, some family show, 300M

Details

The firm is offering incentives to clients who purchase through e-commerce platforms like Shopee, Lazada, etc during the last week In an effort to increase sales, the business is also offering extra benefits if you purchase directly , along with ongoing billboard advertising, to address any questions viewers may have had outside the bus stop

To promote our project throughout the PR stage, the company will set up a small workshop and invite KOCs—such as Palm's family or other influential families on social media—to participate in product testing There may also be interactions cooperation between KOC and the public to enable them to use the brand's merchandise

In order to showcase our goods through KOLs, KOCs, and other influencers, we will collaborate by sponsoring cooking shows, reality shows, and family cooking shows