Brand building strategy for cosy sweet cracker Kinh Do food corporation

TRUONG DAI HOC MO HO CHI MINH UNIVERSITEÙ LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL ECONOMICS & MANAGEMENT MMA7 NGUYEN DUC TAI – NGUYEN THI THANH TAM

TRUONG DAI HOC MO HO CHI MINH UNIVERSITEÙ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL ECONOMICS & MANAGEMENT

MMA7

NGUYEN DUC TAI – NGUYEN THI THANH TAM

BRAND BUILDING STRATEGY FOR COSY SWEET CRACKER -

KINH DO FOOD CORPORATION

MASTER PROJECT MASTER IN MARKETING & ADVERTISING

We would like to take this opportunity to send our special thanks to all professors and staffs of Solvay Vietnam-Belgium and Open University, our families & friends, who have brought us invaluable support throughout

COMMITMENTS

We, Nguyen Duc Tai and Nguyen Thi Thanh Tam commit that we have written this project by ourselves based on the information collected from Kinh Do Corporation and electronic sources

This project is designed only for the academic purpose of the completion of our Master in Marketing and Advertising Management We agree that it freely available for reference and study It is unexpected for copying and publication or any other uses

TABLE OF CONTENTS

I Introduction 1

1 Vietnam Food industry 1

1.1 Vietnam’s economy effect to food industry 1

1.2 The development of Vietnam confectionery industry 2-3 2 Kinh Do Food Corporation 3

2.1 History 3

2.2 Vision-Mission-Value 3-4 2.3 Kinh Do product portfolio 4

2.4 Kinh Do’s revenue Structure 5

2.5 Category-Sweet cracker analysis 6-8 2.6 Kinh Do biscuit category introduction 9-10 3 Cosy brand introduction and portfolio 11-12 II Current analysis 12

1 3C business model analysis 12

1.1 Consumer 12

1.1.1 Customer Segmentation 13

1.1.2 Target customers 14-15 1.2 Competitor 15

1.2.1 Price strategy 15-16 1.2.2 Distributions 16

1.2.3 Communication 16-18 1.3 Corporation (Cosy-KIDO) 18

1.3.1 Cosy brand strategy 18-22 1.3.2 Market share 22-23 1.3.3 Brand Awareness 23-24 2 SWOT 25

III Solution 26

1 Objectives 26

2 Solutions 26

2.1 Competition-based branding strategy 26

2.2 Brand management strategy 27

2.3 New consistent Story concept 27

2.4 Using brand conversion pyramid to increases sales 27-28 2.5 Consumers touch points selection 28

IV Recommendation 28

1 Competition-based branding strategy 28-29 2 Brand management strategy 29

3 Create new key message and concept 29-31 4 Consumer touch point selection 32

5 Product display 32

6 Integrated Marketing Communication Strategy 2014 32

7 Marketing Plan of Cosy Brand for 2014 33

8 Conclusion and Evaluation 34-35

V References 36-37

VI Appendixes 38-43

EXCUTIVE SUMMARY

Growth of young middle and upper class population makes Vietnam an appealing proposition among Asian Pacific economies Specifically, the Vietnamese food market is growing rapidly and attracting significant market entrance in recent years, thus the competition between domestic and foreign brands is getting more intense And Kinh Do Corporation, one of the biggest food corporations, has also faced with that intense competition from foreign brands With a very wide range

of product category portfolio, Kinh Do has given a restructuring of brands strategy Their objective is to maximize profit with minimizing investigation in branding and marketing And cracker category with Cosy brand is a pioneer in brand restructuring Cosy portfolio includes: Cosy Marie (the group leading product), stick wafer, cube wafer, seasame biscuit, mini butter biscuit, cream sandwich biscuit

With a steady growth in consumption of biscuit category in Vietnam up to year

2017, there is a potential market for Cosy to increase the Sales revenue as well as market share of Biscuit Category in the market Currently, there are four big brands in biscuit market that includes: Cosy (KIDO), Oreo (Kraft Food), Goute (Orion), Cream O (Jack and Jill)

Not only because of the optimal investment goal in marketing and branding activities for Cosy, but also due to brand awareness of all Cosy products is not high and product communication style is not consistent from the launch of Cosy portfolio

During the study of Cosy marketing plan, we have found out some areas of improvement and would like to recommend bolding brand awareness, expanding market share and market size of Cosy umbrella by creating new communication concepts with the purpose to meet the customer demand for biscuit products

LIST OF ABBREVIATIONS

GDP Gross Domestic Product

GSO General Statistics Officer

BMI Business Monitor International

MOIT Ministry of Industry and Trade

KDC Kinh Do Corporation

ATL Above The Line

BTL Below The Line

WTO World Trade Organization

HCM Ho Chi Minh City

R&D Research and Develop

MOST Ministry of Science and Technology

MOH Ministry of Health

FIGURES

FIGURE 1: Annual growth rate of Vietnam’s Gross Domestic Product

FIGURE 2: Vietnam GDP per Capital

FIGURE 3: Food consumption forecast in Vietnam 2010 -2017

FIGURE 4: Confectionery sales forecast from 2010 to 2017

FIGURE 5: Logo of Kinh Do Corporation

FIGURE 6: KINH DO product portfolio

FIGURE 7: The Sales Revenue divided by category of Kinh Do in 2012

FIGURE 8: The Value Share of food industry in 2011

FIGURE 9: The value share of Biscuit Category in 2011

FIGURE 10: The sales value of sweet cracker from 2006 to 2008

FIGURE 11: The value share of Sweet cracker in market 2012

FIGURE 12: The Value share of Sweet Cracker In key cities in 2012

FIGURE 13: KIDO’s biscuit category portfolio

FIGURE 14: KIDO’s all biscuit brands positioning map

FIGURE 15: Research number of people loyalty with biscuit product

FIGURE 16: the decreasing of market share of KIDO’s biscuit compare with competitors

FIGURE 17: Research number of people aware Cosy product compare with competitors

FIGURE 18: The percentage of people aware Cosy product by TVC advertising compare with competitors

TABLES

TABLE 1: KIDO’s all biscuit brand segmentation

TABLE 2: The Cosy product segmentation follows the age group

TABLE 3: The Emotional Age Group with Cosy Group Product

TABLE 4: The Competitors with Cosy product Group of Kinh Do

TABLE 5: The Advertising way of KIDO’s and Competitors

TABLE 6: The Brand Proposition formula for Cosy Group Product

TABLE 7: Swot analysis of Cosy Product of KIDO’s

TABLE 8: Cosy brand management

I INTRODUCTION

1 Vietnam food industry

1.1 Vietnam’s Economy effect to Food industry

The Gross Domestic Product (GDP) of Vietnam increases stable from 2007 up to now This is an advantage for all industries Vietnam and especially in Food

industry

FIGURE 1: Annual growth rate of Vietnam’s Gross Domestic Product

(Source: General Statistics Officer 2013)

In addition, The GDP per capital has also increased quickly yearly from 1985 up to

2012 and forecast 2013 so that the purchase power of people also increases

FIGURE 2: Vietnam GDP per Capital

(Source: General Statistics Officer 2013)

1.2 The Development of Vietnam Confectionery Industry

In line with the country’s development, the food consumption is forecasted would increase stable from 2010 up to 2017 (Business Monitor International (BMI) research)

FIGURE 3: Food consumption forecast in Vietnam 2010 -2017 (BMI)

In particular, the confectionery sales also increase from 8 to 10 % from 2010 to

2017 (BMI research)

FIGURE 4: Confectionery sales forecast from 2010 to 2017 (BMI)

Vietnam Ministry of Industry and Trade (MOIT) realizesthat confectionery industry would be the strongest development industry in Vietnam up to 2020

2 Kinh Do Food Corporation (KIDO)

2.1 History

KIDO was established in year 1993 Back to its first days, there were only 70 employees; currently, it has up to 7,741 employees in total KIDO is by far top-of-mind company in Vietnam food industry KIDO takes pride in its wide variety of product lines, strong distribution channels and dynamic teams in marketing and sales

Until now, KIDO has developed into a system of companies in the food industry including confectionary, soft drink, ice cream and dairy products

KIDO has been continuously investing in technology, merge and acquisition, venture activities and cooperation such as buying Wall ice-cream brand from Unilever, buying Tribeco, Vinabico and investing in Nutifood, Eximbank, etc

joint-In 2010, KIDO merged North Kinh Do Corporation to enlarge Kinh Do’s coverage in

food industry and develop into a strongest food corporation not only in Vietnam but also in South East Asia

FIGURE 5: Logo of Kinh Do Corporation (KDC annual report, 2012)

2.2 Vision – Mission – Value

Mission: “Flavor of life”, Kinh Do commits to bringing happiness flavor to

everyone with safe, nutritious, original and convenient food products

Vision: Become the largest food corporation in Vietnam and aims to be a conglomerate in food industry, real estate, finance and retail business Food processing is the cornerstone for its development

Value: Kinh Do always innovates to bring consumers to experience new flavors

as well as the unique value of each product with the highest commitment to quality and food safety

2.3 Kinh Do Product portfolio

Currently, KIDO’s food product portfolio includes 9 categories illustrated as picture below:

FIGURE 6: KINH DO product portfolio

2.4 Kinh Do’s revenue structure

FIGURE 7: The Sales Revenue divided by category of Kinh Do in 2012 (Source: www.cafebiz.vn)

With contribution of 21% in Kido’s total revenue, the cracker biscuit category is the most important part of KIDO food segment

2.5 Category – sweet cracker analysis

FIGURE 8: The Value Share of food industry in 2011

Total Biscuits, Pie & Snacks value share is 20% of Food Industry and the value share

of Biscuit & Pie has increased 28% compared to 2010 And the biscuit market divides to the biggest 38.1% of sweet biscuit, 27.7% of butter biscuit, 14.2% of salt/plain, 13.8% of wafer and 6.2% of other So that sweet cracker is the total percentage of sweet biscuit, butter biscuit and wafer, that is nearly 80% of total biscuit market in 2012 It becomes the biggest pie of biscuit market

FIGURE 9 The value share of Biscuit Category in 2011

Sweet cracker sales value (Unit: million Dong)

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Year 2006 Year 2007 Year 2008

FIGURE 10: The sales value of sweet cracker from 2006 to 2008

The sweet cracker sales value increases steady by recently years The market size

of sweet cracker was nearly 80% in 2011 and increased to 86% of total biscuit market in 2012

FIGURE 11:The value share of Sweet cracker in market 2012

FIGURE 12: The Value share of Sweet Cracker In key cities in 2012

There is three key areas is driving market growth which are Ho Chi Minh City with 24.2%, Ha Noi City with 29% and super market channel with 28%

2.6 Kinh Do biscuit category introduction

FIGURE 13: KIDO’s biscuit category portfolio

Biscuit Brand management, by comparing all brand positioning maps for all biscuit

of Kinh Do brands in the markets in:

FIGURE 14: KIDO’s all biscuit brands positioning map

Segmenting Family & group Personal & group Personal use

Main needs Snacking time,

gathering time

Feed sudden hungry

Offer guest, gifting

mood

TABLE 1: KIDO’s all biscuit brand segmentation

3 Cosy brand introduction and portfolio

In 2000, KIDO’s sweet biscuit with name Kinh Do Marie was launched in Vietnam market Through that decade, other kinds of butter biscuits, cream sandwich, wafer and crackers also were introduced to the market with different names such as: Finery, Story, Good Choice, Rostery, etc In that decade, KIDO focused on developing stable nationwide distribution network

In biscuit history, Marie biscuit is a type of round sweet biscuit and usually has its name embossed upon its top surface, the edges of the biscuits are also embossed with an intricate design From 2009, Kinh Do decided to give a name for Marie sweet biscuit, which became COSY Marie

To 2012, KIDO has decided to restructure product portfolio by choosing COSY becomes a master brand of sweet cracker category with the leader product is COSY Marie KIDO renamed butter biscuits, cream sandwich and crackers to under COSY master brand name, which become COSY Marie Biscuits, COSY Cream Sandwich Biscuits, COSY Coconut Butter Biscuits, COSY Mini Biscuits, COSY Wafer Rolls, COSY Wafer Sandwich And COSY Seasame joins Cosy family

in the end of 2012

 2009: Marie biscuit

as sub-brand under

Cosy brand

COSY portfolio:

 COSY Marie Biscuits are crispy and mildly sweet, now with twice the milk content

 COSY Cream Sandwich Biscuits come with creamy fillings and many flavors

to choose from such as strawberry, chocolate and vanilla

 COSY Coconut Butter Biscuits uniquely blend the rich flavor of coconut in each crunchy bite, making them an irresistible snack

 COSY Mini Biscuits come in small bites but big in tastes, a great choice for the young and dynamic

 COSY Wafer Rolls with tiramisu, orange, chocolate, and strawberry fillings are ideal for sharing with family and gifting

 COSY Wafer Sandwich is distinct in its flavors and texture The crunchy wafers combine wonderfully with 2 layers of creamy fillings bringing about unique and harmonious taste

 It can be seen that cracker category is 21% revenue of KIDO It is the biggest contributed revenue for KIDO Futhermore, the percentage of value share and volume share of cracker biscuit category increases hightly in many recently years

 In recently difficult economic years, 2012 KIDO’s strategy with the purpose

is saving cost for building brand and marketing for many separate small brand of different product KIDO decided to collect sweet cracker brands put under Cosy master brand and Cosy Marie is the leading product for the group So that KIDO just needs to invest to build a group of product under Cosy brand at same time, then all sub-brand products get benefits

II CURRENT ANALYSIS

1 3C business model analysis

1.1 Consummer

People usually use sweet biscuit in snacking time with family and friend (83%), relaxing (70%) or snack for sudden hungry (60%) and gifts (30%) More over, sweet biscuits have positive emotional value while using in bored, tired, listening music time (30%)

This is a chance to develop product to meet customer demands (snack, eat for fun, gift) of users and also a chance to push strong communication with message

”Share”

(Source:U&A research 2011-2012)

Research in figure below was for Cosy Marie Consumer’s loyalty of Cosy Marie was low in comparation with Oreo and Goute in line with the biscuit category In addition, 49% consumer will buy different biscuit product if Cosy products is not available in retail shop

FIGURE 15: Research number of people loyalty with biscuit product

(Source: U&A Research 2011-2012)

 Cosy Seasame incharges to compete and has chance for gaining share from Goute, which has highest number of loyalty consumers

1.1.2 Target customers

TABLE 3: The Emotional Age Group with Cosy Group Product

With the segmentation is for all people who like sweet cracker However Cosy’s targeting customer focus to 3 groups of ages, these are married women, young women and teen & kids, who directly make decision and drive decision when buying

Group 1: Married women

- Focus on study or work, usually need to have snack when working

- Usually go to supermarker and choose products by themselves

- Class A, B, C

Group 3: Teen & Kids

- Age: 7 – 17

- Love to go to supermarket with mom

- Love sweet cracker

- Love television

Those are 3 groups of target customer that Cosy needs to communicate with

1.2 Competitor

There are some main competitors with Cosy product group

No Company Brand Category Direct competitor with

sandwich

Cosy Rostery& Cosy Cream Sandwich

2 Jack&Jill Cream O

4 Jack&Jill Marie Sweet Cracker Cosy Marie & Cosy Mini Table 4: The Competitors with Cosy product Group of Kinh Do

1.2.1 Price strategy

For the price segment, Cosy has the price less than Oreo 10-15%, less than Goute 30-40% and equivalent price with Marie because Cosy position the price for middle class

(Source: AC Nielsen Retail Audit data Aug 2012)

With Cosy wide range portfolio, each sub-brand has enough SKUs to compet with its competitors However, there are some oppoturnities to develop new SKUs, which are still available in price segmetation

1.2.2 Distributions

With KIDO’s strong nationwide distributed system, COSY Marie performs well in HANOI and the North However, it is not well performing in supermarket (MT channel), HCMC, and the Central and the West

Strength More focus and grow better than category

Threats More focus but grow worse than category

Opportunities Less focus but grow better than category

Weakness Less focus and grow worse than category

(Source: AC Nielsen audit data August 2012)

In contrast, Oreo has very good performing in MT channel and the South So that Cosy needs to focus on increasing off-take to gain market share

1.2.3 Communication

There is a summary of 2013 communication and marketing activities of Cosy and its biggest competitors

Kind of

advertising/

Competitors

COSY Marie Oreo Cream O Marie J&J

Proposition Sharing good

moments

“twist, lick, dunk” + flavors

product dramatization – Tasty, healthy & fun

Yummy and good for your health

Above the

Line

TVCs, Print ad

TVCs, Print ads, OOH

TVCs, Print ads OOH

OOH

Through The

Line

Mom & Kid forums

Below The

line

KIDO promotion

Activations Promotions Events Sponsorships

Activation Promotion

PR

TABLE 5: The Advertising way of KIDO’s and Competitors

1.3 Corporation (Cosy – KIKO)

1.3.1 Cosy brand strategy Brand key

Since 1999, Uniliver has used the Brand Key tool to capture brand positioning globally The Brand Key Vision is how the Brand Director captures the desired brand positioning and makes clear inside the business what the brand stands for, what it will do, and how it should be done in the next three to five years It helps ensure that all internal action (HR management, recruitment & training, corporate communication ) and external executions (products, packs, and promotions) are guided by the extent to which they contribute to the desired brand positioning (Unilever 2005, 5)

 How is “Cosy sharing” different from other brand’s “ sharing”?

o A Cosy sharing is a moment where people come closer together because of what they have shared while eating a Cosy product

o Importantly the product acts as a catalyst for deeper, more meaningful sharing It’s not just the sharing of the product itself although the two acts of sharing are related

o Other brands (Magic) do touch on sharing but it is only sharing of the product as a symbol of love rather than anything more meaningful or memorable

 Functional benefit: What can COSY do for me?

o COSY products are delicious, taste, mouthwatering, lip smacking cookies and biscuits that you can grab anytime when you need a sweet snack or when you spend time with your loved ones

o You can eat Cosy at home, in the office, when travelling, going to picnic, on the go… whenever and wherever you are with the family or your friends

 Emotional benefit: How does Cosy make me feel?

o Cosy is like an invitation from a close person to share joyful and pleasant moments together

o Cosy makes you enjoy, have fun and spend some nice moments with the people you care about

 Reason to believe: What makes Cosy good?

o KIDO is Cosy’s manufacturer

o Cosy sweets have balanced sweetness

o Cosy makes the crunchiest, most aromatic and most spongy sweets

o Cosy packs are convenient for sharing

 Brand personality: What is Cosy personality?

o Cosy is the master of sharing & make good mood

o Cosy has a positive attitude towards life and wants to make moments feel cozy and pleasant

We believe that adding some sweatiness will make your moments becomes sweeter Whatever you do, Cosy will make sure to lift you up

Life is much better when we add a little bit of sweetness to it And it is even better when we share the sweetness and create good mood moments with the people

we care about

Cosy is not just a biscuit It is delicious, mouthwatering, lip smacking snack that will lift your mood and the mood of your loved ones

COSY - Creating and Sharing Sweetness for good mood moments

Brand proposition formula

TABLE 6: The Brand Proposition formula for Cosy Group Product

Brand Identity

In 2012 to 2013, Cosy master brand has completed the Cosy product portfolio with consistent Cosy brand identity in packaging Cosy logo with KIDO’s logo above shows the corporate branding remains to be perceived as a trusted and high quality manufacturer And colors had been chosen for each type of cracker was also with purpose

Cosy Marie with very light red and premier design aims to get mutual target customers’ attraction

Cosy wafer stick with blue and wafer cube with orange in main color, which attracts young generation

Cosy cream sandwich and seasame with darker red makes product more salient, attractive

Brand relationship

Where KIDO products have the convenient and frequent interaction with customers are KIDO’s bakery chains In every KIDO Bakery, customers can purchase fresh cakes, buns, drinks… as well as packaged food products of KIDO and enjoy the atmosphere in the in-store cafeteria However, KIDO still neglects this advantage to create adequate experiential marketing Fresh cakes have premium display site in store space while packaged products are displayed in more subtle way It is crucial that KIDO emphasizes the role of packaged products in bakery stores through improved store decoration, product display Positively, bakery stores bring a vivid smell of cake aroma to target customers, which also benefits

perception about Cosy quality Smell works over long distances and triggers emotional responses, while taste quite simply does not

Corporate-level branding

KIDO has long been emphasizing product branding with its perceiving as trustes, high quality manufacturer, so that KIDO corporate brand and Cosy brand have mutual influences on each other Overall, brand attributed of Cosy are mostly inherited from KIDO brand by meaning of long established reputation, nationwide availability and corporate relationship with consumers

 This time is hard time for COSY product brand due to it need to build brand awareness for all group products with marketing budget base on revenue of Cosy Marie

Cosy has completed the brand identity, portfolio and has some marketing activities such as TVC, print ad, KIDO promotion However, it is not enough attractive and consistent communication campaign to increase brand awareness of all Cosy products That needs a solution for communication and marketing activities

1.3.2 Market share

With the new Cosy branding strategy, in first 2 years, Kinh Do biscuit market share decreases from 23.7% - 2012 to 22.3% - October 2013 In detail, it can be seen that market share of Cosy Marie sweet biscuit also decreased 7.7% to 6.8%

FIGURE16: the decreasing of market share of KIDO’s biscuit compare with competitors

(Source: AC Nielsen Audit Data August 2013)

However market share of Cosy’s competitors increases as the chart below

to market in this year

FIGURE 17: Research number of people aware Cosy product compare with competitors

(Source: AC Nielsen Audit Data August 2013)

In all competitors, Oreo is the strongest competitor with highest investment budget for brand building and marketing activities, so that Oreo has highest brand awareness Cosy Marie has quite high brand awareness since it gets benefit from corporate brand with KIDO That is an advantage of Cosy Marie brand and also the reason that KIDO chose Cosy Marie becomes the leader product in Cosy product group

FIGURE 18: The percentage of people aware Cosy product by TVC advertising compare with competitors

(Source: TNS multimedia, cost in VND)

2 SWOT

Analyzing SWOT with the purpose to see the strengths and weakness of Cosy, concurrently find out the suitable marketing strategy for pushing up Cosy brand develop success in the industry market

STRENGTHS

 Reputational and long – established

of Kinh Do’s corporate brand

 Brand benefit: Cosy is an umbrella

brand of many types of crackers in

biscuit category, that could serve for

whole family in snacking time

together

 Modern technology

 Food Safety guaranteed

 Convenient with strong distribution

 Campaigns by Vietnam government:

Vietnamese use Vietnam Products

 Big Population in Vietnam with great

amount of young people, who like

crackers

 The Market growth of confectionery

in Vietnam is increasing 10% YTD

 Low brand awareness

 Low brand Loyalty

TABLE 7: Swot analysis of Cosy Group Brand

III SOLUTIONS

- Brand communication concept of Cosy has to align with KIDO’s core values

“KIDO commits to bring happiness flavor to everyone with safe, nutritious, original and convenient food products” Thus Cosy brand becomes an exemplar of that corporate mission

- Increase 130 % revenue

- Increase 2% market share

2 Solutions

2.1 Competition-based branding strategy

Based on 3C business model analysis (Kenichi Ohmae, 1991) figures out points of parity and points of difference (Keller 1998, 117)

FIGURE 19: 3C’s model Source: www.staritup.com

2.2 Brand management strategy

FIGURE 20: Customer-Based Brand Equity model (CBBE, Keller, 2002, &

Kotler/Pfoertsch, 2006)

2.3 Base one Cosy Brand key, create a new consistent story concept for

360 0 communication campaign focus on building brand awareness

As we can see that for now the Cosy story has not consistency in TVC, Print ad and other POSM It is also a big problem for brand image and performance

2.4 Using Brand Conversion Pyramid to increase Sales

Levels on the Pyramid:

 Awareness – have heard of and remembers the brand name

 Consideration – have a need for the benefit of the brand and believe that

the brand would be an acceptable choice among others

 Trial – have made a purchase

 Repeat – have made a second purchase (signaling they like the product)

 Loyalty – choose the brand over others on a consistent basis

- Cosy has many kinds of sweet cracker with many SKUs, it is very convenient

to have sweet snack any time, anywhere

- With reputation of KIDO manufacturer, Cosy is commited about high quality

Points of difference:

- Cosy has light sweet taste with double milk

- Cosy has wide portfolio of sweet cracker products for groups together

 To make new big difference: create new Cosy “mix” SKU: all Cosy products in one package that aims to encourage people’s sharing and also saving cost from buying many different Cosy packages for different generation in big family

2 Brand management strategy

TABLE 8: Cosy brand management

3 Create new key message and concepts

Base on Cosy proposition “Sharing good mood moments” and building master

brand strategy with all the sub-brand products, we recommend two concepts for creating new Cosy style stories

Concept one: Have a fun art snacking time

With that key message we aim to:

- Create a cracker story has all sub-brand products in

- Educate people, especially children how to have a creative play and fun in snacking time Due to kids always are cores of family with many generations live together

- Easy remember, easy follow, easy copy

- With one concept can create many stories with inexpensive producing cost Concept: using all sub-brand products (Cosy Marie, Cosy Que, Cosy Xop, Cosy Mini, etc.) to create many images or stories to communicate with three Cosy’s target consumer groups That focuses on telling how to have good snacking time, which will make “cosy life”

There are some draft print ads for demonstration the concept above: