GROUP ASSIGNMENT

PROBI FROM VINAMILK

Lecturer: Nguyen Thu Ha

Group: 4

Class: MKT1807

Subject: MKT304- Integrated Marketing Communication

Student Name ID
Hoang Dan Dung HS173224
Pham Thi Nhu Y HS173478
Tran Thi Ngoc Anh HS176054
Dao Hai Yen HS171272
Ngo Thanh Binh HS173480
Dinh An Huy HS180028

Ha Noi, 05th, November 2023

 TABLE OF CONTENTS

I. BRIEF INTRODUCTION OF THE ORGANIZATION

II. CURRENT SITUATION ANALYSIS
III. SEGMENTATION, TARGETING AND POSITIONING
IV. CAMPAIGN OBJECTIVES
V. BIG IDEAS
VI. MEDIA STRATERGY
VII. TIMELINE AND BUDGET
VIII. EVALUATION AND CONTROL OF IMC PLAN
IX. EVALUATION AND CONTROL OF IMC PLAN
X. REFERENCES

I. BRIEF INTRODUCTION OF THE ORGANIZATION

a) Introduction Company
- Name: Vinamilk
- Logo

- History
+ Vinamilk is proud to be a National Brand, in the " Top 10 most valuable dairy brands globally" and
"Top 36 largest dairy companies in the world in terms of revenue". Vinamilk was born on August 20,
1976. This is a company established on the basis of taking over 3 dairy factories left by the old
regime. From the 1980s to the 1990s, Vinamilk won 3rd, 2nd and 1st place medals. In the 2000s,
VNM was awarded the title of “More Process Champion” and received the III Independence Medal .
Vinamilk has built dairy farms in all parts of the country and factories in many companies across
Vietnam. After that, VNM applied new technology and was awarded the Second Class Independence
Medal in 2010.
According to VNM's assessment (2020), the company expanded into ASEAN by launching the first
Euro100 organic milk production line in Vietnam in mid-2020. During this period, VNM's profits in
the Asia-Pacific region exceeded 1 billion USD.
+ Not only developing in the domestic market, Vinamilk also expanded its brand to New Zealand and
more than 20 other countries, including the US. In addition, Vinamilk is also a pioneer brand opening
the way for the high-end Organic food market in Vietnam, with fresh milk products meeting USDA
standards in the United States.
- Mission, vision and core values of the organization/company
+ Mission: "Vinamilk is committed to providing the community with top quality nutrition and quality
through our respect, love and high responsibility to human life and society"
+ Vision: "Becoming the leading symbol of trust in Vietnam in nutritional and health products
serving human life"
+ Core value: "Becoming the leading symbol of trust in Vietnam in nutritional and health products
serving human life"
- Describe the product line you will choose
+ Image

+ Characteristic
Anyone can use Vinamilk Probi Drinking Yogurt to strengthen the immune system
For the body: from children over 1 year old, adults and seniors. Vinamilk Probi drinking yogurt is also
a good choice as part of a diet menu.
+ Feature
Vinamilk Probi drinking yogurt is yogurt containing Probiotic live yeast to help strengthen the body's
immune system. Probiotic live yeast in Vinamilk Probi Yogurt will directly add 01 billion beneficial
bacteria to the intestinal tract, inhibiting harmful bacteria, helping to enhance immunity.
+ Product line prices
Lot of 7 bottles of Vinamilk Probi sweetened live yeast drinking yogurt 65ml: 34,300 VND

II. Analyze the current situation

a) Environmental factors
- Consumer demand for drinking yogurt products in Vietnam is experiencing a steady growth. This
originates from consumers' special interest in health and nutrition. This product also stands out for
its convenience, can be consumed anytime, anywhere, suitable for the active and busy lifestyle of
many people.
- In addition, the impact of social factors and a stable economic situation also contribute to the
growth of the drinking yogurt market, creating opportunities for manufacturers to develop diverse
and attractive products. guide, meeting the needs of all ages.
- Food policies and regulations: Food safety and quality regulations may require probiotics and
lactose products to comply with strict standards. This places high demands on quality management
and production, but it can also create opportunities for products to meet premium standards and
attract consumers concerned about health and product safety.
- Competitive market: Competition in the probiotics and dairy products sector can drive innovation.
This may require companies to create new products and optimize marketing strategies to compete
effectively. Companies need to monitor and seize opportunities in competitive markets to maintain
or increase their market share.
 - Consistent with consumer trends: The strategy of creating many different flavors of yogurt in one
block can align with current consumer trends toward innovation and creativity. Customers can enjoy
diverse experiences and choose according to their preferences, helping to create satisfaction and
personalized experiences.
- Expand market share and increase revenue: This strategy can attract many different customers,
from children to adults, from those who like sweet flavors to those who like sour tastes, from those
who like traditional flavors to those who like sour flavors. Like the new taste. This helps expand
market share and increase product revenue.

b. Analyze competitors
Probi is a firm that specializes in the development and selling of yogurt products containing
beneficial bacteria. Vinamilk is one of Vietnam's leading enterprises in this industry, with a wide
range of unique and high-quality goods. However, probi is up against a slew of competitors, like TH
True Yogurt and Yakult.

Competitor Strengths Weakness Opportunites Threats

TH True - Is a source yogurt - High cost of - TH True Yogurt is - TH True Yogurt

Yogurt company Quality yogurt products expandable has to compete
(Drink) fresh milk ingredients than other potential markets with other
from TH Group's competitors, due and customers, competitors in
farms. - There are to High raw by reducing product the dairy sector
many yogurt products material and costs and strengthen sour, especially
available contains production costs. the distribution companies with
beneficial - The distribution system. prices into a
microorganisms, such system is not wide - TH True Yogurt can lower product.
as TH True Yogurt ubiquitous and grow Add yogurt - TH True Yogurt
Plus, TH True Yogurt stable, due to products there must maintain
Balance, etc. - Have concentration contains special and lift High
advertising strategy into high-end beneficial quality products,
and good sales channels. microorganisms, to to no lost
communication, create difference reputation and
create attention and and uniqueness customer trust
trust of customer. for the brand. row.

Yakult - Is the first and - Face competition - Can take advantage - Must deal with
largest company in fierce from rivals of daily trends constant change
the field of probiotic in and abroad, like more concerned of markets and
yogurt in Vietnam and TH True Yogurt, about health and customers, also
many other countries Probi, etc nutrition consumer such as adverse
 - Have reputation and - There are high nutrition. environmental
strong brand, trusted production costs - Can expand to new factors,
by many consumers due to Ensuring markets epidemic, etc
think and love the quality and Other regions, such - Must comply
- There are many safety of as the Central with regulations
diverse and suitable beneficial region, the North or and standards
products. Suitable for microorganisms. neighboring standards of
many types of Difficulty in countries, where quality and food
customers goods, convincing there is high demand safety products,
from children to customers and potential about environmental
adults Believe in the probiotic yogurt. protection, etc.
- Has a widespread benefits of yogurt - Can develop more belong to the
distribution system, probiotics, due to products authorities.
present in most lack of knowledge New, creative, - Must pay
supermarkets, and consumer suitable products attention to
convenience stores awareness. customer needs and religious issues
and other retail preferences, business ethics,
locations like probiotic yogurt protecting the
- There are many combined with rights of client,
promotional and fruits, grains, etc. employees and
activities. Customer community.
care, like giving gifts,
discounts, health
advice, etc

We may infer the following from the above table to help Probi compete better:
- Use your strengths to gain a competitive edge, such as brand, quality, product variety, and vast
distribution.
- Overcome or restrict your deficiencies, such as excessive manufacturing costs, a lack of
understanding, and a lack of consumer awareness, to prevent being exploited by rivals.
- Take advantage of chances to grow markets, goods, and consumers, such as health-conscious
trends, regional growth, and product development.
- Respond to issues that arise as a result of adverse variables such as shifting markets, consumers,
the environment, and legislation.

c. Analyze customer behavior

- Current consumer trends and behaviors of Probi drinking yogurt customers are:
+ Everyone, regardless of age, is concerned about health and digestion. They look for drinking yogurt
products that contain Probiotic live yeast, which helps strengthen the body's immune system.
Especially children from 1 year old up to most teenagers.
 + Customers also like drinking yogurt products that have many fruit flavors, are diverse and rich.
They want to enjoy new and attractive flavors.
+ Customers also prefer drinking yogurt products that have strong, reputable brands and are trusted
by many people. They believe in the quality and value of Vinamilk's drinking yogurt products.
-The different customer groups of Probi drinking yogurt are:
+ Young customer groups, from babies whose parents care about their digestive and immune
systems to young people who are inclined towards health and lifestyle: They are often interested in
maintaining health and healthy lifestyle. Probiotics are considered beneficial for the digestive and
immune systems, and young people may seek products that help improve their health. People can
look for probiotics products to supplement beneficial bacteria for digestion and balance the
bacterial flora in the intestines. Additionally, this age group enjoys experimentation and innovation,
and is open to new products and experiences. Probiotics products often come in many different
flavor variations, allowing them to experiment and get creative with their preferred placement.
+ There is also a group of middle-aged and elderly customers who want to maintain health, prevent
aging and strengthen the immune system. They are often people with healthy eating habits and
prefer products of natural and safe origin.
-The most important, best, and most effective audience that Vinamilk targets is the young
customer group. The reason is:
+ This group of customers accounts for a large proportion of Vietnam's population structure, has
high consumer demand and is willing to spend on quality products.
+ Young customers often live in families and product choices can influence family purchasing
decisions. If children like the product and care about it, they can influence family purchasing
decisions. Children are often open to change and easily try new products. Vinamilk has the
opportunity to create diverse Probi drinking yogurt products to adapt to the preferences of children
and teenagers.
+ This customer group greatly impacts the consumption trends of other customer groups, through
social media channels, word of mouth and direct marketing activities.
+ This group of customers has long-term development potential and can become loyal and regular
customers of Vinamilk.
+ The size of the customer group most likely to spend money on Probi drinking yogurt is about 15
million people, accounting for about 15% of the Vietnamese population. This is a group of customers
with middle and high incomes who have high-quality and high-quality consumption needs and can
pay higher prices for health-promoting products.

II. SEGMENTATION, TARGETING AND POSITIONING

a. Target customer segment of the campaign

-Geographic segmentation
Region: Vietnam
- Demographic segmentation
This campaign we target Student Age, young generation Z people (aged 18-28 years old).
Gender both Male and Female. We target this age group because the age group 18 - 28 are young
people, the young generation. This is an important stage in life, when they begin to become
independent adults. Start participating in study, start your career. Therefore, they have many
discoveries and learn new things.
- Psychographic segmentation
Young people in today's life, when they are in the stage of studying and starting a business, gradually
focus on physical and mental health. The behavioral psychology of young adult customers is to value
health and nutrition, and their goal is to maintain a healthy lifestyle.
+ Hobbies: They like to test new products and tend to consume according to new trends.
+ Lifestyle: Young people often have active and busy lifestyles, so they may look for convenient
products that are healthy and easy to use. Not only that, the product has a variety of choices.
+ Emotion: Young people buy Probi because they feel comfortable, healthy and happy when using
and experiencing new products.
Finally, young people have a difficult personality when choosing healthy products. They choose Probi,
because they have high brand awareness and trust Probi drinking yogurt products.
Because Probi, a famous drinking yogurt brand, has a high proportion of probiotics and is deeply
trusted across customer segments nationwide, this can create attraction for young people.
- Behavioral segmentation
Shopping behaviour: Some young people may buy Probi on a regular basis as part of their daily diet,
as they need to improve their digestive health.
+ Attitude towards the product: Young people may have a positive attitude towards Probi, they
believe that this product is beneficial for health, the product is beneficial for the digestive system,
besides Probi has a variety of experiences for Young customers are free to choose new flavors. They
can choose a flavor according to their own style.
+ Frequency of purchase and product usage: Young people may buy Probi on a regular basis, while
others may only buy when they need it. Besides, young people have a positive attitude towards Probi
yogurt, they drink Probi with high frequency such as daily, weekly, monthly.

b. Market Targeting of Strategy

- Undifferentiated Marketing or Mass Marketing
Select the Target market segment of the campaign as Vietnam Market. This strategy targets the
entire market. Because the campaign is running for 3 months to increase brand awareness based on
product differences, the Target Market is Vietnam Market, products are supplied to the market on a
nationwide basis Vietnam.
- Differentiation and Positioning
In addition to deciding to target market segments nationwide in Vietnam with young people.
The campaign aims to help the company decide on the value proposition. The campaign aims to
help Probi products create differentiated value for target segments and the position Probi drinking
yogurt products want to occupy in target segments.
+ Differentiation
Probi's main competitors in the yogurt market are Yakult and TH True Yogurt. Probi's
differentiation compared to competitors Yakult and TH True Yogurt in the market:
Difference Probi Yakult TH True Yogurt
probiotics

Smell Probi comes in many different Yakult has 1 flavor: TH True YOGURT
flavors:  Original PROBIOTICS has 2
 Original flavors:
 Less sugar  Have sugar
 Melon  Natural
 Strawberry Strawberry
 Blueberry Flavor
 Pineapple
 Orange

=> Probi has the most flavors when compared to its competitors in the market. This is a
huge difference between Probi fermented yogurt drink and its competitors.

Species 2 probiotic strains:

Lactobacillus Lactobacillus  Lactobacillus
paracasei
[Link]-01
=> Both Probi and Yakult belong to Lactobacillus species and are
(TH_L.casei)
effective in preventing intestinal diseases, respiratory
diseases,...
 Lactobacillus
paracasei F-
19
([Link])

Capacity +) 65ml for daily drinking (sold There is 1 capacity: 65 ml There is 1 capacity:
in packs) 85ml
+) 130ml can be taken twice a
day (sold in packs)
+) 400ml and 700ml can be used
for the whole family (sold by
bottle)

=> Probi has many flavors and diverse capacities to serve consumers compared to
competitors on the market.
Price Probi 7 flavors 65 ml/bottle: Yakult 65ml pack of 5 bottles: TH true YOGURT
43,300 VND. Price 28,000 VND. PROBIOTICS 85
Probi 65 ml pack of 5 bottles: Yakult (Japan): Price 26,000 ml/pack of 4 bottles.:
Price about 24,500 - 25,000 VND. Price about 24,000
VND. Yakult 10 packs x 5 bottles: VND.
Probi bottle 400ml: Price about Price 246,036 VND.
26,000 VND.
Probi bottle 700ml: Price about
43,000 VND.

=> Probi's price is the most suitable and affordable product price compared to
competitors in the market. This is a difference in the price of Probi products when
compared to competitors.

Quality  Advantage:  Advantage:  Advantage:

 Provides 13 billion  Provides 6.5 billion  Provides 18
beneficial bacteria. beneficial bacteria. billion
 Contains billions of  Balances the beneficial
beneficial bacteria that microflora, immune bacteria.
are good for health.. system and supports  Helps support
 The product is certified the intestines, increased
safe and ensures food preventing resistance
hygiene. constipation and and intestinal
 Helps beautify skin and diarrhea. health.
improve digestion.  Strengthens the  The product is
 Affordable price. immune system and made entirely
 Many types, many prevents infectious from pure
flavors to choose from. diseases. fresh milk
 No preservatives, from TH
 Defect: stabilizers or coloring Farm.
 If used too much, it can agents.  No
cause diarrhea. preservatives,
 May cause headaches  Defect: no artificial
when used in too high a  Not for people with coloring, no
dose. intestinal allergies synthetic
 Can be harmful to and milk intolerance. ingredients.
people with acute  65 ml contains 14.2 g  The product
pancreatitis and can of sugar so diabetics has a
lead to death. cannot use much. delicious
 If used too much, it can  Diabetics should taste.
cause diarrhea. consult a doctor
 before use.  Defect:
 Although this
product is
high in
probiotics,
consuming
too much can
cause
digestive
problems.

=> We can clearly see the difference between Probi and its competitors in taste and price. This is a
unique feature of Probi when compared to its competitors in line with the target customer segment,
which is the young generation from 18 - 28 years old who like to experience new trending products
and are interested in improving their products. health.
=> In this campaign, Loc 7 Probi flavors 65ml/bottle for 43,300 VND has created a difference in the
market when combined together to create a new trend with many experiences for the young
generation. This is a special competitive trend that Probi's competitors do not have. Probi has
provided customers with diverse experiences, affordable prices, and high quality healthy products
that are extremely suitable for the market segment and target audience.
+ Positioning
Determine the position of products and services in the minds of customers.
From the differences when compared to competitors in the market. We can clearly position Probi in
the market as well as in the minds of customers as well as position the target segment in the market
with a large position and good recognition.

IV. CAMPAIGN OBJECTIVES

- Marketing Objective:
The advertising campaign for Probi has a clear goal - Introduce the new range of 7 Probi flavors to
the Gen Z youth, create brand awareness with a multi-location experience and position it as the
ultimate solution to their problems. Digestive problems help improve the alarming health of
Vietnamese youth. This is aimed at health conscious 18 - 28 year olds who are looking for a reliable
and effective solution to their digestive problems. The campaign was designed to not only create
increased awareness but also drive brand preference, increase sales and establish Probi as a
reputable and trustworthy brand.
- Communication:
To achieve these goals, the campaign will likely use a variety of marketing channels such as social
media, TV and online advertising. The message will focus on Probi's unique 7-flavor mix and the
benefits of using Probi every day to help you improve your digestive health. The campaign also
shows a corner of the lives of today's Vietnamese youth to resonate with more people and includes
endorsements from experts to build trust and credibility.
V. Big ideas
- Product idea: Sell mix packs of 7 flavors, for a period of 3 months. Increase access to many flavors
of the product line to attract curious customers to know about the uniqueness and trendiness of the
mixed product line.
- Target segment: Students, young people of generation Z (aged 18-28 years old)
- Message Strategy:
Probi - 7 ngày - 7 vị. Khỏe đẹp từ bên trong.
+ Probi's messaging strategy focuses on the slogan "Don't let digestion be your problem". This
slogan is intended to convey the idea that digestive problems can be a serious problem for
individuals, but with the help of Probi, these problems can be resolved effectively . The campaign
will focus on highlighting the key benefits of Probi, such as its ability to support healthy digestion
and improve overall gut health.
+ The messaging around Probi will emphasize the importance of gut health and its impact on overall
health. Choosing Probi, consumers can better control digestive problems and enjoy a healthier,
more comfortable life. The message will also focus on Probi's effectiveness in addressing digestive
issues and how it can help consumers feel better and live better.
-Story behind
Today's young generation has an unhealthy lifestyle, has difficulty balancing life, faces a lot of
pressure and thus has many intestinal health problems (Dr. Vu Truong Khanh - Head of the
Department of Gastroenterology (Bach Mai Hospital) ) said: "In recent years, the number of young
patients coming for examination and treatment of gastrointestinal diseases has increased by 20%
each year. The cause of the disease is directly related to changes in diet and lifestyle. daily.")
According to clinical testing, each bottle of Probi contains about 13 billion beneficial bacteria and
Vinamilk recommends that you drink 2 bottles of Probi per day to improve intestinal health and
increase resistance. Vinamilk has now launched 7 flavors of Probi drinking yogurt in 1 block at a
cheaper cost and allows young people to enjoy more flavors and healthy recipes. Since then, the
brand has been more accessible to customers because of its uniqueness, identifying the favorite
flavors of the young GenZ generation, while increasing brand recognition of the product line.
- Communication methods
+ TVC
+ PR on social networking platforms Facebook, TiktoK, Youtube.
VI. Content strategy
1. Advertising
- BUS SHELTERS and BUS
Content: "#7 ngày7 vị #Khoeđeptubentrong" (The image is the Probi 7-flavor block with fresh colors)
2. Digital/ Internet Marketing
a. Social media
- FaceBook: Create an introduction for each Probi flavor and link it to specific health benefits.
+ Original: Original flavor adds palm bacteria needed for the digestive system.
+ Low Sugar: Low Sugar flavor is suitable for people who want to control blood sugar.
+ Orange: Orange flavor helps improve the immune system and provides natural vitamin C.
+ Pineapple: Pineapple is rich in antioxidants and helps improve heart health.
+ Blueberries: Blueberries are rich in anthocyanins, which help protect cells from damage.
+ Cucumber: Melon flavor helps reduce stomach ulcers and improve digestion.
+Strawberry: Strawberry flavor is a source of anti-bacterial substances and helps increase resistance.
- Instagram: Share more delicious ways to drink every day for every flavor. Specifically as instructed
create formula:
+ Mix "Golden Soda" with Probi Melon (can be substituted with other places) for the beginning of
the day week: 1.5 jars of Probi melon, 120ml soda, 300gr Kiwi melon/ Yellow lemon.
+ Firecracker Soda with Probid Pineapple for Tuesday: 1 jar of Probi Pineapple, 100gr of fresh figs,
some ice cubes.
+ “Marble” Soda with Blueberry Probi: 1.5 jars of blueberry Probi, 120ml soda 100gr blueberries
fresh, 100m butterfly pea flower tea Edible flowers.
- Youtube: TVC advertising Probi, a drinking yogurt that supports a healthy gut. It describes the life
of a generation Z young person affected by an unscientific lifestyle and having digestive problems.
And Probi is a solution to improve health from the inside by drinking 7 flavors of yogurt every day
with different uses. The TVC ends with the message of being healthy and beautiful from within every
day with Probi.
Clips range in length from 1'-1'30.
Post a video summarizing the minigame participants, summarizing the best and best videos with
hashtags: #Probi #7Ngay7Vi #MonNgonCungProbi.
- TikTok:
+ Create a short video introducing Probi 7-flavor drinking yogurt and emphasizing the
variety of flavors and health benefits of using the product: “Start each day with 7 positions
Probi is different, because your health is always given the best care.”
+ Create a video showing how to make a delicious drink using any flavor in Probi drinking
yogurt, like shaved ice, ice cream or fruit soda.
b. Search Engine Optimization (SEO)
- Google ads with content: “Improve Health With Probi 7 Flavor Yogurt. Discover now!”
- Bright, attractive colors with 7 Probi cyclone photos.
[Link] Promotion
a. Notifications about special promotions, discounts, and gifts included with product purchases
- Facebook:
+ “SUPER HOT PROMOTION FROM VINAMILK PROBI”
+ “Buy 2 Lots of Probi 7 flavors Save 6,800 VND from March 1, 2024 - May 31, 2024”
+ “1000 SUPER BEAUTIFUL HEAT-KEEPING MUGS are waiting for you. When you buy 4 Probi 7
Flavors, get 1 thermos cup for free.”
+ ( Applicable when purchasing at Circle K convenience stores in 2 major cities: Hanoi and Ho Chi
Minh City )
+ The promotion takes place from March 1, 2024 to March 31, 2024, 2024, so don't miss this
opportunity.
b. Notice about minigame programs
- FaceBook:
+ Contest rules:
Step 1: Take photos or video of the process of making drinks or finished drinks using Probi
ingredients
Step 2: Post photos/videos on your Facebook profile in public mode, with the hashtag #Probi
#7ngay7Vi #MonNgonCungProbi
Step 3: Comment on the post link or screenshot the post under this contest announcement with the
hashtag #Probi #7ngay7Vi #MonNgonCungProbi
+ Note:
The content of the test must have an image of Probi Cyclone 7 flavors. For example, if a participant
submits 4-5 photos, at least 1 photo must contain the Probi 7 Flavor Loc product.
Encourage participants to use the Probi 7-flavor block to create delicious, diverse drinks every day.
+ Super attractive prizes:
01 First Prize: 01 IPhone 15 Promax worth 40,990,000 VND & 01 3-month voucher to use Probi 7
flavors worth 500,000 VND
02 Second Prizes: Each prize includes 01 AirPods Pro Gen 2 worth 4,990,000 VND & 01 3-month
voucher to use 7-pack Probi Locator worth 500,000 VND
100 Third Prizes: Each prize includes 01 voucher worth 100,000 VND to be applied when purchasing
7 flavors of Probi Loc.
+ Judging method:
First Prize: Valid entry, with a delicious, outstandingly creative recipe and a meaningful sharing
story, fully meeting the criteria set by the Organizing Committee.
Second and Third Prizes: Valid entries have the highest total score on the rankings on the Facebook
platform. How to calculate points:
1 view = 1 point
1 like = 2 points
1 comment = 3 points
1 share = 5 points
Participation period: From March 15, 2024 to April 15, 2024
(#Probi #7Day7Vi #MonNgonCungProbi )
4. Influencer Marketing
 Share how to best use the product, including how to enjoy the product, combine it with other foods,
and how to use it in your daily diet.
5:Personal selling
- B2C: Content: Discover Great Taste and Health Benefits with Probi 7 Flavor Milk Block! Now save
6,800 VND when buying 2 packs. The product is available nationwide.
Promotion applies from March 1, 2024 - May 31, 2024
- B2B: Cooperate with Circle K through the promotion program of Probi 7 Flavor Cups for the Circle K
store chain in Hanoi and HoChiMinh.
Post content: "7-flavor yogurt drink is available at Circle K with 1,000 attractive gifts."
Applicable period from March 1, 2024 - March 31, 2023

VII. Communication strategy

1. Advertising
- BUS SHELTERS and BUS
VNM will place posters advertising VNM Proby products at bus shelters. This is to raise awareness with
VNM's target audience (18-28 years old). Young people can easily come into contact with posters when
going to school or work. After school/work, they may feel hungry or thirsty while waiting for the bus,
thereby stimulating their ability to purchase the product. Posters can be posted on the outside of the
- BUS or at bus stops near schools, companies, banks, etc. to reach even those who don't ride the bus.
(Applies to Hanoi and Ho Chi Minh City areas)
- Implementation time: From March 1, 2024 - May 31, 2024
2. Digital/Internet Marketing
According to internet reports, Vietnam's total population is about 96.9 million people and the internet
penetration rate is 70%. This shows that 68.17 million Vietnamese people use the Internet, of which 65
million vnd people are active on social networks, equivalent to 67% of the total Vietnamese population.
Vietnamese people spend an average of 6 hours and 30 minutes online every day including 2 hours and
22 minutes on social media channels and 2 hours and 09 minutes on video
a. Social media:
The social media platforms most used by generation Z in Vietnam are Facebook (90%), YouTube (89%),
Instagram (46%) and Tiktok (39%). These will be the main platforms we target in this campaign
- Facebook
+ On VNM's official page, posts, posters, and TVCs are posted Run poster ads and images of VNM's
official page on the newsfeed of media audiences TVC ads will be broadcast in the Watch Videos section
of popular content that Gen Z often accesses
+ Frequency: Regularly publish blog articles and promote them through social media channels and
influencer partnerships. Maybe 2 lessons/week
+ Implementation time: March 1, 2024 - May 31, 2024
- Instagram :
+ Create post: Share many ways VNM uses Probi to create creative drink recipes, with hashtags #Probi
#7ngay7Vi #MonNgonCungProbi
+ Frequency of 1 article/week is equivalent to 6 articles
+ Time: March 1, 2024 - April 15, 2024
- Youtube :
+ Upload TVC to VNM's official Youtube channel
Time: from March 1, 2024 - to March 31, 2024
+ Create a video summarizing interesting and interesting Minigame participants during game time to
create an attractive element for viewers to participate in the Minigame + Frequency: 2 videos/week
equivalent to 4 weeks of 8 videos
Time: from March 15, 2024 - to April 15, 2024
-Tiktok
+ KOLs/Influencers use Vinamilk's Proby for 7 days and post on Tiktok channel with mainly healthy
content. Proby now has many flavors.
+ KOLs/ Influencers use Vinamilk's Proby to create delicious drink instruction videos, using any Proby
yogurt flavor such as shaved ice, ice cream or SODA
+ Frequency: For VIDEO with the main content of using Proby for 7 days there will be 6 videos. There will
be a video every 15 - 20 days
For VIDEOS with the main message being instructions on delicious drinks, there will be: 6 videos. There
will be a video every 4 days
+ Time: from March 1, 2024 - to May 31, 2024
b. Search Engine Optimization (SEO)
- Google ads
+ Improve organic visibility in search engine results and attract targeted traffic.
Optimize website content, including landing pages and blog posts, with relevant keywords related to
digestive health and probiotics. Conduct keyword research to identify popular search terms in the
Vietnamese market. Develop high-quality, informative content that addresses common digestive issues
and positions Probi as a solution. Optimize meta tags, titles, and URLs to improve search engine
rankings.
+ Frequency: From March 1, 2024 to May 31, 2024. Run ads during peak search times, such as mornings
and evenings when people are actively searching for health-related information Strong
3. Sales Promotion
- Mini Game Program
On Facebook, post an article + poster "DELICIOUS DISHES WITH PROBI 7 FLAVORS - EXCELLENT
AWARDS"
- Participants
Vietnamese citizens/Foreigners residing in Vietnam from 18 to 28 years old, participating individually or
in groups of 2-3 people. The organizing committee welcomes everyone who is passionate and wishes to
participate
- Purpose
Increase creativity with Gen Z images associated with the brand
-Time
+ March 15, 2024 - April 15, 2024: Receiving entries
+ April 16, 2024 - April 26, 2024: Review results and calculate points
+ April 31, 2024: Results announced
+ Posted on Facebook: SUPER HOT OFFER FROM VINAMILK'S PROBI"
+ “Buy 2 Lots of Probi 7 flavors Save 6,800 VND from March 1, 2024 - May 31, 2024”
+ “1000 SUPER BEAUTIFUL HEAT-KEEPING MUGS are waiting for you. When you buy 4 + + Probi 7
Flavors, get 1 thermos cup for free.”
+ Frequency: 1 post/week
+ Time from March 1, 2024 - May 31, 2024
4. Influencer Marketing
- Here the project will collaborate with Tik Toker that has content about health or is close to Gen Z such
as: Ngoc Khanh, Eat Clean Hong - Thu Nhi, Jenny Huynh
- Frequency: Probi's content 7 days 7 flavors is good for health, each tiktoker will have 2 videos.
+ Ngoc Khanh: March 1, 2023 and April 30, 2023
+ Eat Clean hong - Thu Nhi : March 20, 2023 and May 15, 2023
+ Jenny Huynh: April 10, 2023 and May 31, 2023\
- For creating new drinking yogurt recipes, each tik toker will have 2 videos
+ Ngoc Khanh: March 4, 2023 and March 16, 2023
+ Eat Clean hong - Thu Nhi : March 8, 2023 and March 20, 2023
+ Jenny Huynh: March 12, 2023 and March 24, 2023
+ Time: from March 1, 2023 to May 31, 2023
5. Personal selling
-B2C: Students, teenagers and young adults are the main customers. Therefore, the product will be sold
in schools, university canteens and grocery stores in front of school gates; will distribute refrigerators to
community centers and sports halls. With the school market. Canteens can sell products during breaks,
grocery stores in front of school can sell products after school.
Young people in general and Gen Z in particular have a high need for exercise, often go to shopping
centers, and love convenience, so placing it in a shopping center will attract the main customer group of
the campaign. . Additionally, shopping malls have a diverse customer base, so distributing products
there will attract customers who are not the target customers.
-B2B: Because the campaign's target customers are from 18 to 28 years old, which is quite similar to
Circle K's main target audience (from 16 to 25 years old). Circle K is considered the strongest, holding
the leading position with a market share of 48%, followed by Family Mart 18.8%, Ministop 14.3% and 7-
Eleven 7.3%. Therefore, Cooperate with Circle K through the promotional program to give away cups of
7 flavors of Loc Probi to the Circle K store chain in Hanoi and Ho Chi Minh with a quantity of 1,000 cups.
Among these, Circle K is considered the strongest "player" when holding the leading position with a
market share of 48%, followed by Family Mart 18.8%, Ministop 14.3% and 7-Eleven 7 .3%.
Applicable period from March 1, 2024 - March 31, 2023

VIII. TIMELINE AND BUDGET (Short) (700,000 yogurt packs)

1. Timeline
Phase 1: From November 1, 2023 to November 30, 2023
Phase 2: From December 1, 2024 to February 29, 2024
Phase 2: From March 1, 2024 to May 31, 2024
 Phase 1: From November 1, 2023 to November 30, 2023

Target Reality Act Implemente Start End Expens

r time time e

Develop a plan for the Marketing 01/11 10/11 0đ

Building an Probi was campaign room /2023 /2023
IMC campaign launched in
for a 7-flavor 2007. The Develop a cost plan Finance 11/11 20/11 0đ
block of yogurt current Probi for the campaign department /2023 /2023
product line product line
Review and approve Board 21/11 30/11 0đ
advertising campaigns /2023 /2023

Phase 2: From December 1, 2023 to March 1, 2024

Target Reality Act Implementer Start End Expense

time time

Develop a Marketing 01/12 08/12/ 0đ

Advertisement Probi was detailed TVC room /2023 2023
for Probi launched in implementation
drinking 2007. But next plan
yogurt year 2024, the
product strategy plans Review and Board 09/12 19/12/ 0đ
to launch a approve /2023 2023
series of 7 advertising
new flavors. programs
So, create an
Disbursement of Accounting 20/12 25/12/ 0đ
advertising
funds for department /2023 2023
program for
advertising
drinking
implementation
yogurt
products to Search for actors Media room 26/12 29/12/ 10.000.000
give & auditions /2023 2023 đ
consumers an
impression of Prepare the Media room 30/12 15/01/ 20.000.000
the new scene, props, and /2023 2024 đ
product. logistics

Filming TVCs Media room 16/01 17/01/ 0đ

 /2024 2024

Complete editing Media room 18/01 21/01/ 0đ

of TVC /2024 2024

TVC approval Board 22/01 29/01/ 0đ

/2024 2024

Develop a Marketing 09/12 13/12/ 0đ

Organize a Vinamilk detailed room /2023 2023
promotion wants to promotion
program: attract and program
"Probi thermo stimulate implementation
cup" when consumers to plan
purchasing buy Probi
Probi drinking drinking Review and Board 14/12 19/12/ 0đ
yogurt yogurt approve /2023 2023
products at products promotions
Circle K
Disbursement of Accounting 20/12 25/12/ 0đ
convenience
budget to department /2023 2023
store chain
implement
promotional
programs

Contact and sign Marketing 26/12 28/12/ 25.000.000

a contract with a room /2023 2023 đ
cup factory to
produce Athermo
cups "Vinamilk
Probi"

Design banners Marketing 29/12 31/12/ 0đ

for promotions room /2023 2023

Receive and Marketing 02/1/ 31/01/ 0đ

check the room 2024 2024
thermos cup set
"Vinamilk Probi"

Printing 351 Marketing 01/02 10/02/ 22.815.000

promotional room /2024 2024 đ
program banners
 Handed over Marketing 11/02 29/02/ 0đ
banners to 351 room /2024 2024
stores

Post information Marketing 28/02 01/03/ 0đ

about the room /2024 2024
promotion
program on
Vinamilk's
Facebook
fanpage

Build content Carry out Develop detailed Media room 01/12 10/12/ 0đ
for advertising communication /2023 2023
communicatio plans
n channels for
channels Review and Board 11/12 21/12/ 0đ
approve /2023 2023
communication
programs

Disbursement of Accounting 22/12 24/12/ 0đ

budget to department /2023 2023
implement
promotional
programs

Design content Marketing 24/12 27/12/ 0đ

for each channel room /2023 2023

Design posters Marketing 28/12 30/12/ 0đ

and banners for 7 room /2023 2023
flavors

Contact Hanoi Media room 31/01 05/01/ 36.000.000

bus company and /2024 2024 đ
sign

Printing posters Marketing 06/01 08/01/ 20.000.000

and banners room /2024 2024 đ

Hand over Marketing 09/01 11/01/ 0đ

banners and room /2024 2024
 posters to the
Hanoi bus side

Search for Media room 11/01 20/01/ 180.000.00

KOLs/Influencers /2024 2024 0đ
and sign

Browse content Media room 20/01 28/02/ 0đ

and videos of /2024 2023
KOLs/Influencers

Phase 3: From March 1, 2024 - May 31, 2024

Target Reality Implementer Implementer Start End Expense

time time

Organize an Vinamilk Review and approve the Board 01/03 05/03 0đ

online Reminds online mini game /2024 /2024
minigame the public program.
program: about the
“MÓN NGON brand Disbursement of Accounting 05/03 07/03 0đ
CÙNG PROBI organizational costs department /2024 /2024
7 VỊ - GIẢI
Design a poster for the Marketing 08/03 10/03 0đ
THƯỞNG
online mini game Department /2024 /2024
CỰC CHẤT”
program on Vinamilk's
Facebook fanpage

Prepare prizes for 113 Marketing 10/03 15/03 56,480,0

winners Department /2024 /2024 00 đ

Create a video Marketing 15/03 15/04 0đ

summarizing interesting Department /2024 /2024
Mini game participants
on Youtube

Review the results and Marketing 16/04 31/04 0đ

announce the list of 113 Department /2024 /2024
winners on Vinamilk's
Facebook fanpage
Post information about
promotions on Facebook
 fanpage

Carry out Introducing Post information about Marketing 01/03 31/05 0đ

advertisemen a new promotions on Facebook room /2024 /2024
ts about new batch of 7 fanpage
products as flavors.
well as Run informational ads Marketing 01/03 31/05 92.000.0
advertisemen about promotions on room /2024 /2024 00 đ
ts about Facebook (facebook ads)
promotional
Run Google Ads for Marketing 01/03 31/03 40.000.0
programs
search engine room /2024 /2024 00 đ
optimization

Upload TVC to Vinamilk's Marketing 01/03 31/03 0đ

official Youtube channel room /2024 /2024

Post about sharing many Marketing 01/03 15/04 0đ

ways to use Probi to room /2024 /2024
create new drink recipes
on Instagram

Deliver posters to large Marketing 01/03 31/05 0đ

and small supermarkets Department /2024 /2023

[Link]
Type of March April May Total Promotion
Media
/Months

Advertising Bus shelters Bus shelters and Bus Bus shelters and
and Bus = 12,000,000 Bus = 12,000,000
= 12,000,000 Banners and posters Banners and 50,271,
Banners and =14,271,600 đ posters 600đ 1,79 %
posters =14,271,600 đ
=14,271,600 đ

Digital - KOLs/ - KOLs/ Influencers on - KOLs/ Influencers

Marketing Influencers on Social media on Social media
Social media 39.000.000đ 54.000.000đ 312,000 11,02 %
90.000.000đ - Ads Facebook, - Ads Facebook, ,000đ
- Ads Facebook, Google 44,000,000 Google 44,000,000
 Google
44,000,000

Sales - Couponing
Promotion 700,000/ 2 x 6,800 VND = 2,380,000,000 VND 2,438,8 86,14 %
- Mini game gift = 56,480,000 VND 60,00đ
- Cup (Gifts )25,000,000 VND
= 820,493,000 VND/month

Production Hire actors

cost 10,000,000 VND
Cost of props and scenery 30,000, 1,05 %
20,000,000 VND 000đ
= 10,000,000 VND/month

TOTAL 990,764,600 đ 939,764,600 đ 954,764,600 đ 2,831,1 100 %

31,000đ

IX. EVALUATION AND CONTROL OF IMC PLAN

a) Analysis
- Environmental analysis
+ Determine that VNM Probi's target audience is focused on generation Z, between the ages of 18-28.
+ Conducted market analysis and determined that bus stops, schools, companies and banks would be
utilised to reach the target audience.
→ This is the place where many people come into contact, at the age of students and teenagers, they
work or go to school and need to take the bus a lot or travel a lot to and through schools, companies,
banks, bus stations, etc. .. these locations are considered highly effective in marketing to the target
audience in general and people aged 18-28 in particular.
- Target analysis
+ The goal of the campaign is to increase Gen Z awareness that gut health is important and promote
purchases of VNM Probi products.
→ Poor intestinal health and digestive system will affect the learning and working process, so our goal is
to help them be aware of health issues, which Gen Z may be very interested in. about that issue and find
ways to balance health, thereby increasing the number of people who know about probi → increasing
sales.
- Object analysis
+ The target audience is Vietnamese people aged 18-28, especially students and teenagers.
→ This is the age of students and teenagers who are in the process of studying at university or just
starting a job or getting married, with so much work that they do not have much time to pay attention
to their hours and diet. This will cause internal health consequences such as poor intestines and
digestive system.
- Competitive analysis
+ Identified competing media channels such as social networks (Youtube, facebook, ins,...), and
determined how to reach and compete on these platforms (creating contests, prizes)
→ The amount of advertising on social networking sites is almost nothing new, too many ads will make
the image blurred, so we want to create attractive contests and prizes from which we can win. Get the
number of people participating in the contest movement → increase product awareness, create more
UGC,...
b) Evaluate
- Evaluate effectiveness
+ Content consistency
The content about Probi drinking yogurt has focused on the compatibility between the product message
and the brand's core values (health, natural, nutritious) as important. Ensure all communication content,
from advertising to social media posts, reflects a consistent message about the benefits of Probi
products for digestive health.
+ Visual consistency
The images, colors, and design of the Probi product communication campaign support the message,
help create brand recognition, and build customer trust. VNM's Probi has emphasized naturalness,
images and designs that have used colors and images related to the health of the target audience (18-28
years old) and intestinal health system, this has Creates image consistency.
+ Continuity
The IMC Probi campaign has maintained a continuous performance over a short period of time. This
includes ensuring that product and brand messaging is consistently visible across media. Posting on
social networks, running ads, and performing other communication activities must take place
continuously according to the proposed plan. This helps maintain interaction and brand recognition in
the minds of customers.
+ Savings
The IMC strategy has guaranteed effective use of resources. The communication campaign is carried out
optimally to avoid wasting money and time. Including dividing media content to post on each social
networking site that is most appropriate and has the best performance (such as Probi's contest posted
on the Facebook platform, TVC advertising posted on Youtube) to continue can reach target audiences
and use data to adjust campaigns in real time in the best and most effective way.
- Evaluate performance metrics
+ Specific goal: increase sales, sell 700,000 Probi blocks 3 months before the estimated time.
+ Number of approaches and interactions on social networks

Type of measure Failed Good Excellent

Advertising Follow <150.000 150.000 - 450.000 >450.000

 (Facebook) View <1.000.000 1.000.000 - >2.000.000
2.000.000

Interaction <10% 10% - 13% >13%

Reach <9% 9% - 12% >12%

Advertising Subscribe <300.000 350.000 - 500.000 >500.000

(Youtube)

View <10.000.000 10.000.000 - >15.000.000

15.000.000

Interaction <300.000 300.000 - 500.000 >500.000

Advertising Follower <13.000 13.000 - 17.000 >17.000

(Tiktok)
View <50.000.000 50.000.000 - >80.000.000
80.000.000

Interaction <13% 13% - 15% >15%

Advertising View <70.000.000 70.000.000 - >100.000.000

(TVC) 100.000.000

Interaction <5% 5% - 8% >8%

E-commerce Number of buyer purchase <35.000 35.000 - 50.000 >50.000

Platforms on each platform

Public relations Number of people <150.000 150.000 - 250.000 >250.000

engaging in campaign

- Plan your time and schedule

The implementation time has been determined, from March 1, 2024 - May 31, 2024. → Although
the duration is 5 months, this campaign is mainly aimed at raising awareness of gen Z (18-28 years
old) about intestinal health and introducing Vinamilk's 7 Probi flavors to the target audience. ,
promoting sales and increasing awareness of probi's flavor, so a period of 3 months is considered
reasonable to achieve the above goals.

c) Optimization
Based on the data collected, it is necessary to find ways to improve performance and reduce costs
where possible. You can try to take advantage of available resources or human resources to reduce
costs,...
-Control: The departments involved in the campaign and their missions
+ Marketing and Communications Department:
Mission: The Marketing and Communications Department will be responsible for building and managing
the overall communication campaign. They will be required to create high-quality media content for
various media, including advertisements, social media content, and collaboration with media partners.
They must also ensure that Probi VNM's brand message and core values are presented accurately and
engagingly, tracking and reporting on social media reach, engagement, and CTR.
+ Sales and Sales Department:
Mission: The Sales and Sales Department will be responsible for distributing Probi VNM products to sales
points and community centers. They need to build good relationships with retailers and solve problems
related to product sales. They also need to track sales and customer feedback to adjust campaigns in
real time.
+ Digital Marketing and Online Communications Department:
Duties: This department is responsible for managing online media campaigns, including advertising on
social networks, websites, and other online platforms. They need to ensure that their social media
(Facebook, Instagram, YouTube, TikTok) and Google Ads campaigns achieve their reach and engagement
goals. They must also track online performance metrics and optimize campaigns based on data.
+ Department of Community Relations and Charity:
Mission: This department will carry out community relations and charity activities. This includes
participating in charity programs, supporting the community and ensuring that Probi VNM actively
contributes to community development. They can also manage promotions and discounts to support
customers and the community.
+ Technical and Research and Development Department:
Development Department:
Duties: This department ensures that Probi VNM products meet quality and safety standards. They
perform product research and development, ensuring effectiveness and meeting customer needs.

→ Each department has an important role in ensuring the Probi VNM campaign achieves its goals and is
implemented effectively. Control is achieved through monitoring and evaluating the performance of
each department, as well as optimising campaigns based on data and customer feedback.

X. REFERENCES
Vinamilk: Chú trọng chất lượng “Môi trường, Xã hội, Quản trị” để phát triển bền vững
[Link]
[Link]
[Link]
Vinamilk: Chú trọng chất lượng “Môi trường, Xã hội, Quản trị” để phát triển bền vững
Marketing Strategy and SWOT Analysis of Yakult ([Link])
Yakult Honsha Co LtdSWOT Analysis - GlobalData
[Link]
[Link]
booking-tu-a-z-dung-tep-khach-hang/
[Link]
[Link]
Nam-2020
[Link]
[Link]
[Link]
[Link]
gclid=CjwKCAjw15eqBhBZEiwAbDomEpsxxhN29gZL__lgd4E2uYLnn4UrZ_kwKuas2hUaOpOkthu4k6NUb
hoCv2wQAvD_BwE