End module assignment module marketing communications in the digital age

- Emotion: Self-assurance that you'll succeed and have more time to spend with yourloved ones 1.2 Product - Tefal is a great manufacturer of non-stick cookware.. - Customers expect excel

UNIVERSITY OF NORTHAMPTON

SCHOOL OF BUSINESS

***

FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS

***

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

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 Tefalgained popularity and became a household name associated with innovative kitchenappliances when it created the first non-stick pan ever Based on statistics fromEuromonitor 2020, the brand has grown to become one of the three industry titans in thekitchen appliance sector (alongside Philip and Dyson) after 68 years of establishment.Furthermore, SEB Group has surpassed both of its main competitors to hold the topspot globally in terms of market share

- Outstanding goods from Tefal include their nonstick pans, rice cookers, and oil-freefryers The most well-known item among them is the non-stick cookware, which wasintroduced 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-friendlyequipment that always offers a quick route to the desired outcomes while consumingless time, energy, and space

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

1.2 Product

- Tefal is a great manufacturer of non-stick cookware The product is renowned for itspracticality and elegant design, making it ideal for any kind of kitchen and improvinghousewives' 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 toits users, such as a red button that detects heat Clients can begin processing their items

as the temperature reaches the ideal level

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

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

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

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

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

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 forboth regular meals and special occasions, making them ideal for use in a householdsetting

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

- Those want to cut down on time and effort: Cooking is made simpler and moreconvenient with the use of Unlimited non-stick pans, which are of high quality andrequire 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 theirfamily's meals and go to work In addition, they want to prepare delectable meals butstruggle to do so because they lack the time or the right instruments This led them todevelop the concept "Cook in your own way," which is also the campaign's mainslogan

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 commercialwith a motherconstantly taking care

of the family's meals

Play photos close toTet so viewers mayexperience the stress

of having to work andtake care of the familyduring Tet Ahousehold with amother who isconstantly busypreparing meals forthe family is thesubject of the plot Theinfant chose to assisthis mother by usingTefal products,

Coverage of brandupkeep andrecognition

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 forboth regular meals and special occasions, making them ideal for use in a householdsetting

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

- Those want to cut down on time and effort: Cooking is made simpler and moreconvenient with the use of Unlimited non-stick pans, which are of high quality andrequire 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 theirfamily's meals and go to work In addition, they want to prepare delectable meals butstruggle to do so because they lack the time or the right instruments This led them todevelop the concept "Cook in your own way," which is also the campaign's mainslogan

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 commercialwith a motherconstantly taking care

of the family's meals

Play photos close toTet so viewers mayexperience the stress

of having to work andtake care of the familyduring Tet Ahousehold with amother who isconstantly busypreparing meals forthe family is thesubject of the plot Theinfant chose to assisthis mother by using

Coverage of brandupkeep andrecognition

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 forboth regular meals and special occasions, making them ideal for use in a householdsetting

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

- Those want to cut down on time and effort: Cooking is made simpler and moreconvenient with the use of Unlimited non-stick pans, which are of high quality andrequire 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 theirfamily's meals and go to work In addition, they want to prepare delectable meals butstruggle to do so because they lack the time or the right instruments This led them todevelop the concept "Cook in your own way," which is also the campaign's mainslogan

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 commercialwith a motherconstantly taking care

of the family's meals

Play photos close toTet so viewers mayexperience the stress

of having to work andtake care of the familyduring Tet Ahousehold with amother who isconstantly busypreparing meals forthe family is thesubject of the plot Theinfant chose to assisthis mother by usingTefal products,

Coverage of brandupkeep andrecognition

its customers Consumers frequently give preference to native brands and products they havepreviously 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 favorablereviews Furthermore, Vietnamese consumers frequently favor established brands when new items areintroduced rather than trying out new ones, and they are also less inclined to switch to utilizing newbrands.

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 andfrequently has a passion for cooking They should also be health conscious andinterested in purchasing healthy kitchen gear

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

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

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

III Customer journey of Tefal

its customers Consumers frequently give preference to native brands and products they havepreviously 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 favorablereviews Furthermore, Vietnamese consumers frequently favor established brands when new items areintroduced rather than trying out new ones, and they are also less inclined to switch to utilizing newbrands.

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 andfrequently has a passion for cooking They should also be health conscious andinterested in purchasing healthy kitchen gear

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

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

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

III Customer journey of Tefal

3.1 Customer persona

its customers Consumers frequently give preference to native brands and products they havepreviously 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 favorablereviews Furthermore, Vietnamese consumers frequently favor established brands when new items areintroduced rather than trying out new ones, and they are also less inclined to switch to utilizing newbrands.

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 andfrequently has a passion for cooking They should also be health conscious andinterested in purchasing healthy kitchen gear

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

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

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

III Customer journey of Tefal

Customer journey :

1 Research and analysis: To begin, find out who your target audience is Examineconsumer 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 theirjourney 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 varioussectors 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 frequentlypiqued 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

II Why Tefal is underrated in Vietnam ?

Tefal's 2019 entry into the Vietnamese market doesn't represent a threat to the brand Incomparison 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 Kangarooand Lock&Lock also feature images of domestic goods, intensifying competition in the homegoods market What therefore prevents Tefal from enjoying widespread awareness in Vietnam'shome goods sector?

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

- 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 theproduction of its products

I Introduction about brand and product

1.1 Brand

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

- Outstanding goods from Tefal include their nonstick pans, rice cookers, and oil-freefryers The most well-known item among them is the non-stick cookware, which wasintroduced 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-friendlyequipment that always offers a quick route to the desired outcomes while consumingless time, energy, and space

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

1.2 Product

- Tefal is a great manufacturer of non-stick cookware The product is renowned for itspracticality and elegant design, making it ideal for any kind of kitchen and improvinghousewives' 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 toits users, such as a red button that detects heat Clients can begin processing their items

as the temperature reaches the ideal level

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

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

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

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

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

II Why Tefal is underrated in Vietnam ?

Tefal's 2019 entry into the Vietnamese market doesn't represent a threat to the brand Incomparison 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 Kangarooand Lock&Lock also feature images of domestic goods, intensifying competition in the homegoods market What therefore prevents Tefal from enjoying widespread awareness in Vietnam'shome goods sector?

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

- 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 theproduction of its products

b Weakness

I Introduction about brand and product

1.1 Brand

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

- Outstanding goods from Tefal include their nonstick pans, rice cookers, and oil-freefryers The most well-known item among them is the non-stick cookware, which wasintroduced 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-friendlyequipment that always offers a quick route to the desired outcomes while consumingless time, energy, and space

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

1.2 Product

- Tefal is a great manufacturer of non-stick cookware The product is renowned for itspracticality and elegant design, making it ideal for any kind of kitchen and improvinghousewives' 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 toits users, such as a red button that detects heat Clients can begin processing their items

as the temperature reaches the ideal level

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

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

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

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

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

Customer journey :

1 Research and analysis: To begin, find out who your target audience is Examineconsumer 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 theirjourney 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 varioussectors 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 frequentlypiqued 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 fromhome Given that the brand's TA is a married woman in her 30s, child safety will be thebrand's first focus Once you've gained attention, keep running advertising campaignsand 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

IV Communication plan

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, theapartments 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 bigbrands often offer strong discounts to attract consumers with attractivepromotions

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 mainfocus is on those who value convenience, excellent performance, and superior qualityduring cooking

Customer journey :

1 Research and analysis: To begin, find out who your target audience is Examineconsumer 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 theirjourney 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 varioussectors 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 frequentlypiqued 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

its customers Consumers frequently give preference to native brands and products they havepreviously 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 favorablereviews Furthermore, Vietnamese consumers frequently favor established brands when new items areintroduced rather than trying out new ones, and they are also less inclined to switch to utilizing newbrands.

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 andfrequently has a passion for cooking They should also be health conscious andinterested in purchasing healthy kitchen gear

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

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

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

III Customer journey of Tefal

3.1 Customer persona

I Introduction about brand and product

1.1 Brand

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

- Outstanding goods from Tefal include their nonstick pans, rice cookers, and oil-freefryers The most well-known item among them is the non-stick cookware, which wasintroduced 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-friendlyequipment that always offers a quick route to the desired outcomes while consumingless time, energy, and space

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

1.2 Product

- Tefal is a great manufacturer of non-stick cookware The product is renowned for itspracticality and elegant design, making it ideal for any kind of kitchen and improvinghousewives' 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 toits 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 Incomparison 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 Kangarooand Lock&Lock also feature images of domestic goods, intensifying competition in the homegoods market What therefore prevents Tefal from enjoying widespread awareness in Vietnam'shome goods sector?

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

- 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 theproduction of its products

b Weakness

pose any risks, making it easy for the family to use when the mother is away fromhome Given that the brand's TA is a married woman in her 30s, child safety will be thebrand's first focus Once you've gained attention, keep running advertising campaignsand 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

IV Communication plan

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, theapartments 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 bigbrands often offer strong discounts to attract consumers with attractivepromotions

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 mainfocus is on those who value convenience, excellent performance, and superior quality

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 forboth regular meals and special occasions, making them ideal for use in a householdsetting

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

- Those want to cut down on time and effort: Cooking is made simpler and moreconvenient with the use of Unlimited non-stick pans, which are of high quality andrequire 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 theirfamily's meals and go to work In addition, they want to prepare delectable meals butstruggle to do so because they lack the time or the right instruments This led them todevelop the concept "Cook in your own way," which is also the campaign's mainslogan

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 commercialwith a motherconstantly taking care

of the family's meals

Play photos close toTet so viewers mayexperience the stress

of having to work andtake care of the familyduring Tet Ahousehold with amother who isconstantly busypreparing meals forthe family is thesubject of the plot Theinfant chose to assisthis mother by usingTefal products,

Coverage of brandupkeep andrecognition

pose any risks, making it easy for the family to use when the mother is away fromhome Given that the brand's TA is a married woman in her 30s, child safety will be thebrand's first focus Once you've gained attention, keep running advertising campaignsand 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

IV Communication plan

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, theapartments 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 bigbrands often offer strong discounts to attract consumers with attractivepromotions

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 mainfocus is on those who value convenience, excellent performance, and superior quality

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

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

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

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

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

II Why Tefal is underrated in Vietnam ?

Tefal's 2019 entry into the Vietnamese market doesn't represent a threat to the brand Incomparison 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 Kangarooand Lock&Lock also feature images of domestic goods, intensifying competition in the homegoods market What therefore prevents Tefal from enjoying widespread awareness in Vietnam'shome goods sector?

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

- 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 theproduction of its products

II Why Tefal is underrated in Vietnam ?

Tefal's 2019 entry into the Vietnamese market doesn't represent a threat to the brand Incomparison 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 Kangarooand Lock&Lock also feature images of domestic goods, intensifying competition in the homegoods market What therefore prevents Tefal from enjoying widespread awareness in Vietnam'shome goods sector?

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

- 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 theproduction of its products

b Weakness

I Introduction about brand and product

1.1 Brand

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

- Outstanding goods from Tefal include their nonstick pans, rice cookers, and oil-freefryers The most well-known item among them is the non-stick cookware, which wasintroduced 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-friendlyequipment that always offers a quick route to the desired outcomes while consumingless time, energy, and space

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

1.2 Product

- Tefal is a great manufacturer of non-stick cookware The product is renowned for itspracticality and elegant design, making it ideal for any kind of kitchen and improvinghousewives' 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 toits users, such as a red button that detects heat Clients can begin processing their items

as the temperature reaches the ideal level

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 forboth regular meals and special occasions, making them ideal for use in a householdsetting

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

- Those want to cut down on time and effort: Cooking is made simpler and moreconvenient with the use of Unlimited non-stick pans, which are of high quality andrequire 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 theirfamily's meals and go to work In addition, they want to prepare delectable meals butstruggle to do so because they lack the time or the right instruments This led them todevelop the concept "Cook in your own way," which is also the campaign's mainslogan

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 commercialwith a motherconstantly taking care

of the family's meals

Play photos close toTet so viewers mayexperience the stress

of having to work andtake care of the familyduring Tet Ahousehold with amother who isconstantly busypreparing meals forthe family is thesubject of the plot Theinfant chose to assisthis mother by usingTefal products,

Coverage of brandupkeep andrecognition

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

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

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

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

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

II Why Tefal is underrated in Vietnam ?

Tefal's 2019 entry into the Vietnamese market doesn't represent a threat to the brand Incomparison 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 Kangarooand Lock&Lock also feature images of domestic goods, intensifying competition in the homegoods market What therefore prevents Tefal from enjoying widespread awareness in Vietnam'shome goods sector?

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

- 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 theproduction of its products

b Weakness

I Introduction about brand and product

1.1 Brand

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

- Outstanding goods from Tefal include their nonstick pans, rice cookers, and oil-freefryers The most well-known item among them is the non-stick cookware, which wasintroduced 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-friendlyequipment that always offers a quick route to the desired outcomes while consumingless time, energy, and space

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

1.2 Product

- Tefal is a great manufacturer of non-stick cookware The product is renowned for itspracticality and elegant design, making it ideal for any kind of kitchen and improvinghousewives' 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 toits users, such as a red button that detects heat Clients can begin processing their items

as the temperature reaches the ideal level

pose any risks, making it easy for the family to use when the mother is away fromhome Given that the brand's TA is a married woman in her 30s, child safety will be thebrand's first focus Once you've gained attention, keep running advertising campaignsand 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

IV Communication plan

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, theapartments 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 bigbrands often offer strong discounts to attract consumers with attractivepromotions

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 mainfocus is on those who value convenience, excellent performance, and superior qualityduring cooking

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

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

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

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

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