Tefal Marketing Challenge - Group1.pptx

MARKETING CHALLENGE
Presented by “Chiến tới nơi” Group
1.Huỳnh Thư Hoàng – 2011115182
2.Lê Hiếu Trinh – 2011116600
3.Phan Mai Hiền – 2011116386
4.Nguyễn Ngọc Yến Nhi – 2011116510
5.Lục Huệ Tâm – 2011116552
6.Lê Hải Yến – 2011116641
7.Trần Đức Nhân – 2011115413
8.Võ Hoài Thương – 2011116580
9.Nguyễn Ngọc Thảo Vy – 2011116630
10.Lê Khắc Khôi Nguyên – 2011116493
11.Lê Khắc Minh Nguyên - 2011116494

VIỆC NHÀ CẢI TIẾN – KIẾN TẠO YÊU THƯƠNG
INSIGHT
In life, I want to nurture my home by doing housework because for me,
happiness is built from every small contributions of family members.
However, housework is not easy to finish in the usual way as it takes lots
of time and effort, especially after a long busy working day.
TARGET AUDIENCE
Consumers aged from 30 to 40, living in Hanoi and HCM city, A-level
income (>25M VND), caring about their home and loving their family.
They are looking for and are willing to try international household
appliances due to high-quality and outstanding innovations.
Our idea
COMMUNICATION OBJECTIVES
Reach 60% of Target Customer
Increase 10% of Awareness
Capture more new users
Drive to sale of 4 key products
MARKETING OBJECTIVES
An innovative buddy that makes a happy
home by simplifying household chores.
JOB TO BE DONE
Making TA who use household appliances based on their performances
not brand or being loyal to low-end brands aware and willing to try Tefal
because of its great continuous innovation along with outstanding quality,
invented and produced by the leading company in the world from France.
EXECUTIVE SUMMARY
Phase 1 Phase 2 Phase 3
Awareness Consideration Conversion
MADE
IN
FRANCE
No.1 Worldwide
5 weeks 4 weeks 3 weeks
Create demand Convert demand Drive sale
Digital video Activation Promotion

Sources: Decision Lab, Statista, Marketing challenge 2022
MARKET RESEARCH ANALYSIS TARGET AUDIENCE IDEA IMC 1
MACRO ENVIRONMENT
8,7%
GDP growth rate
2019 - 2022
>2000$
Income in
Middle class
Vietnam population by age, gen and gender in 2021
Vietnam currently has had
Golden population structure
Gen Y account for the largest
part of Vietnam population
Vietnam GDP has increased stably from
2017 – 2021 and this figure is expected to
strongly go up in the future
Income in Middle class is larger than
before and it is increasing.
This indicates that Vietnam people have
enhance their living standard and be
affordable to purchase better products
Vietnam environment have great opportunities, particularly in
economic terms, for enterprise to run business and gain benefit
Vietnam witnesses golden population structure in which population in
the decision-making class is the dominant (Gen Y). They create value to
society and enhance the economy. In addition, they have financial
power to consume high-end products
Vietnam environment creates THE FAVOURABLE CONDITIONS for business

Sources: Statista, Marketing challenge 2022
CATEGORY
13B
Market size
9%
4th
Personal
consumption package
Consumption scale
80%
Domestic
>10%
Market growth rate
Small market size but
outstanding market growth
Large market size
and grow stably
Online sale channels increased
However, Offline ones is still dominant
Revenue has increased steadily
These figure indicate a bright market with the
large market share owned by Domestic brands
The market is highly competitive
Cookware and Rice cooker are potential segments
Vacuum cleaner and Iron require effort to gain more revenue
Large market size
but saturated
Small market size and
steady growth rate
Household Appliance is a
potential industry and it is
predicted to rocket in the
future.
However, the competitiveness
in this industry require high
adaption and innovation to
gain profit.
Along with the macro environment, the home appliances Category is BRIGHT but COMPETITIVE?

CUSTOMER TRENDS
14%
13%
12%
11%
8%
8%
0% 2% 4% 6% 8% 10% 12% 14% 16%
Durability
Quality
Price
Brand
Country of origin
Design
Factor influencing household appliances purchase
in Vietnam in 2021
51% willing to pay more for high quality
72% Prefer foreign brands/products due to its high quality
Willing to try new products with value-added features
Premium Trends
66% of millennials are willing to spend money to save tim
30% of millennials want a smart home: Smart kitchen
appliances, cleaning, grooming.
Simplify life
77% of millennials care about their family.
As it can be seen, the consumer desires a home with qualified home appliances for their family. They are moving to Premium segment
and can afford to acquire better products, willing to choose a simpler and more pleasant way of caring home.
Customer is demanding in purchasing products in this category
Quality and Durability are the most important factors affecting buying
PREMIUM and SIMPLIFY LIFE are TRENDS in recent years.
Sources: Euromonitor, Kantar 2021, Q&Me, Statista

COMPANY
No.01 Worldwide
in Household appliances
Tefal has entered the Vietnam
market since 2019
3 years in VN
2% Brand awareness
Low brand awareness
Compared to competitors
Wide range of household products
Tefal has built their brand image
strongly related to the family
happiness, lifestyle and home…
However, most of customer
aware Tefal as French
household appliance brand
While other outstanding features
are nearly the same (low aware)
WHO is Tefal and WHAT is Tefal doing TO COMPETE in the market?
Sources: Tefal website, Marketing challenge 2022

COMPANY - PRODUCT
Non-stick pans
Blender Vacuum
Rice cooker
Thermo-spot
Thermo-
spot
Titanium with 6 layers
Start
Ready
spherical pot
Smart board which can rotate
3 different angles (30/90/180)
Durilium material on flat
Flex technology help to clean
everywhere without back hurt
Phù hợp cho bếp ga, bếp từ, bếp hồng ngoại
Sources: Lazada, Tiki, Shopee, Tefal website
Tefal products all have INNOVATIVE FEATURE

COMPANY – PACKAGING - PRICE
Minimal and Modern
packaging
There are detailed
instructions in English
and French, so it is
hard to reach
Vietnamese hearts.
It has some authentic
signal outside
• Zero plastic packaging
• Zero expanded
polystyrene
• 90% recycled fibers
Responsible packaging
Perfectly protect
inside products
- Anti-shock layers,
100% guaranteed
protection
- Bulky products will
be divided into small
parts for easy
assembly.
Tefal has chosen to design smart and simplified and environmental friendly packaging but still protect the product during transportation.
At the same time, each packaging is very eye-catching and contain necessary information for users
Tefal’s sets its price in Middle high-end segment
~1M – 1,M ~3,6M ~11M ~13M
Sources: Lazada, Tefal website
It has SMART PACKAGING and MIDDE HIGH-END PRICE

Sources: Lazada, Tiki, Shopee, Store visit at 16h00 on 19.09.2022
COMPANY - PLACE
Tefal has been on multi sale channels. The main is Offline ones which strongly brings benefit to the company
Online channel have favourable conditions to attract the customers.
Tefal ???
Anh chị cứ dung
Sunhouse đi ạ
Coverage is high at most supermarket/hypermarket/Malls (Emart, Co-op Mart, Aeon...)
And the more premium the supermarket is, the more attractive and larger the amount of Tefal products and place are
Catching with the change of COVID-19, Tefat is
available on E-comerce platforms
Tefal exist in electronic supermarket but in very few
products. The sale man hardly suggest Tefal to customer
TEFAL has MULTI SALE CHANNELS

COMPANY - PROMOTION
Communication - Ads on multichannels: Facebook, Youtube, Website, Zalo, OOH… KOLs review
TVC focuses on
Function of products
POSM
Discount on offline channel Discount – coupon on Ecommerce sites
Tefal has probably invested in Ads and communication, however they just focused on functional of the products and not had clear positioning
image. It is not really effective to win Vietnamese hearts and raise brand awareness. Frequent discounts in offline POSM & promotions in
accordance with E-commerce platforms’ sales campaign. However, these strategy are not enough to sustain sales due to low brand awareness
TEFAL is INVESTING in PROMOTION, however…

With the Objective of gaining 10% more brand awareness in short – term, Tefal should find out
an outstanding brand image compare to the competitors and clearly communicate it to the Target
Audience through smart IMC plan
COMPANY
STRENGTHS WEAKNESSES
Having a strong R&D team with many invention pattern every
year in creating diversity innovative and outstanding features –
products.
Brand from France with sufficient quality and has been existed
in more than 120 countries around the world. They have strongly
support from reputation of Groupe SEB on over the world
Tefal has wide range of products. These are innovative,
durable, combines many features in one, so they are
convenient and time-saving.
Diversity distribution channels and communication channels.
The smart packaging with many images in instruction
In the Vietnamese market, Tefal is a late mover, while other
competitors have been operating for a long time and
dominated the minds of users.
There has been no clear brand image and emotional benefit
for users yet. Communication strategy was not really effective
to Vietnamese people
Not a prominent brand at retail points, the products being
promoted in Vietnam are not diverse.
Packaging and instruction is in English and France. It is
the barrier to Vietnamese to easily get
the information
What is TEFAL’s STRENGTHS and WEAKNESSES

COMPETITOR
FOREIGN BRANDS DOMESTIC BRANDS
Timing Entering Vietnam market many years Entering Vietnam market recently
Players
Products
Focus on SDA products
(don’t have cookware),
strong in Rice cooker
Wide range
Iron, Air fryer are main products
SDA products
Vacuum, Fan, Hairdryer
are key products
Focus on cookware
Focus on cookware
Segment Middle Upper Middle High-end Upper Middle Low-end
Advantage/USP
Energy saving
Japan Technology
Durable, quality, Convenience Outstanding design Modern
Affordable price,
suitable for most of
Vietnamese people
Brand image Family - Make home Healthy - premium
Luxury - Innovative -
Futuristic
Make home
Family love
Make home
Family love
Communication
message
“Có bếp Sharp
Tình càng thêm sâu”
“Chọn Philips
Chọn sống khoẻ hơn”
“Việc nhà là sẻ chia”
"Nhà là Bếp,
Bếp là Sunhouse"
Household goods industry in Vietnam is highly competitive:
• Domestic brand dominant the Vietnam market due to its affordable price and long time existing.
• Foreign Corporations entering Vietnam earlier have won the hearts of Vietnamese consumers
• Newly ones also position their brand clearly and start to find a foothold in the market with their target customers.
Who are THE MAIN COMPETITORS Tefal faces?
Sources: Tefal, Sunhouse, Bluestone, Dyson, Philips website and media channels

Sources: Tefal, Sunhouse, Bluestone, Dyson, Philips website and media channels
COMPETITOR
Direct competitors: Philips and Dyson
Tefal direct competitors are high-end brands, with
many new innovative features in their products,
aimed at young families with modern lifestyles and
interest in technological household appliances.
Opportunity:
Besides Philips, other competitors have recently
entered Vietnam market
Tefal can increase competitiveness through focusing
on its highly innovation on their products.
Challenge:
Tefal needs to clearly position its brand image in
order to differentiate itself from competitors along
with increasing brand awareness to target customers.
Innovative
Price
Middle
High
Low Middle High
So, what are THE OPPORTUNITY and CHALLENGE for Tefal to compete with these rivals?

WINNING POINT
Winning point
Company can offer
Customer
demand
Competitors
offer
HOW will Tefal do to DIFFERENTIATE it from its competitors and meet customer demands ?
Healthy Family happiness
Futuristic
Brand platform
Innovative
● Tefal have a wide range of strengths and supports to survive in
Vietnam Market
● Their product are France originated, Innovative, Durable, well
perform and convenience
● They built their image in Lifestyle, Family happiness and home
A France household appliances brand that captures
outstanding innovations to make happy homes
Gia dụng cải tiến cho hạnh phúc vô biên
Health – Family – Modern
Innovative – Premium
Winning point – Key Brand platform

SOURCE OF GROWTH
Why this Source of Growth?
Potential to upgrade
P: They want to upgrade
to premium brands
B: They are currently
using low-end brands’
products.
Premium to be
Premium Open-minded
Have no concern
Not caring about the brands
P: They are not particularly loyal
to any premium brand.
B: In their house, there are
various premium brands -
household appliances. In addition,
they select household appliances
depending on their performance.
Have no need to use
P: They are not desirable to
utilize household items.
B: In their daily lives, they
nearly not doing
household chores.
In order to achieve above objectives, we choose the Primary and Secondary Source of Growth:
• Primary SoG: Attract more Open-minded users to aware and willing to try Tefal
• Secondary SoG: Attract and convert more customers using low-end brands (60% from
Sunhouse) to aware and try Tefal
Primary: Premium Open-minded
customers from direct competitors.
WHY Primary? They are willing to try
new innovative and qualified household
appliances, with a desire to have a
more convenient life by using these
products.
Secondary: Potential customers
using low-end competitors in Premium
to be group
WHY Secondary? They have been
using low-end brands' household
appliances but now they are looking for
premium products with more advanced
technological features.
OPEN-MINDED and PREMIUM TO BE are the SoG that Tefal should FOCUS ON
Premium loyalty
Have no need to use
P: They love and loyal to
one premium brand
B: They only buy
household products of
their be-loved brand.
Secondary SoG
Primary SoG

TARGET CUSTOMER
Dmographics
• Male and Female
• 30 - 40 years old
• Living in Hanoi and Ho Chi Minh city
• Income: Group A
• Occupation: Office worker
Bhavior
• Have reference, compare and learn about products,
especially on online platforms, before buying
• Buy products directly at the store (Mall, supermarket,..)
• Go shopping with their husband/wife together
Pychographics
• Highly caring for family happiness
• Paying more for better products
• Quality and functional product innovation is the top
concern
• They choose household appliances based on their
performance, not on brands loyalty
• Preferring convenience and smart usage
• Prioritizing international products due to their superior
quality to domestic ones
De Be
Ps
From SOURCE OF GROWTH, we can define CUSTOMER PROFILE

INSIGHT
In life, I want to nurture my home by doing housework because for me, happiness is built from every
small contributions of family members. However, housework is not easy to finish in the usual way as
it takes lots of time and effort, especially after a long busy working day.
Trong cuộc sống, tôi luôn muốn chính tay mình vun vén cho tổ ấm bằng cách làm việc nhà bởi lẽ
với tôi, hạnh phúc được xây đắp nên từ những đóng góp nhỏ bé của các thành viên trong gia đình.
Tuy nhiên, việc nhà không phải lúc nào cũng dễ dàng khi hoàn thành nó theo cách thường ngày vì
nó thường tốn nhiều thời gian và công sức của tôi, nhất là sau một ngày dài làm việc bận rộn.
“
“
~ ~
Truth Motivation Tension
I spend time to doing household chores Because I love caring my home and my
family by every smallest actions
However, my work is hard and it does not
allow me to be willing to do household
chores after a long working day
INSIGHT
From TRUTH – TENSION – MOTIVATION model, we deeply define insight of our Targeted Audiences

BIG IDEA + KEY MESSAGE
VIỆC NHÀ CẢI TIẾN – KIẾN TẠO YÊU THƯƠNG
An innovative buddy that makes a happy
home by simplifying household chores

IMC PLAN
Brand image A France household appliances brand that captures outstanding innovations to make happy homes
Target audience
People in the aged group of 30 to 40, who live in Hanoi and Ho Chi Minh have A-level income (>25M VND), care about their home and love
their family. They are looking for and are willing to try international household appliances that are high-quality and outstanding innovations.
Big idea INNOVATIVE HOUSE - HAPPY HOME
Key message Việc nhà cải tiến - Kiến tạo yêu thương
PHASE AWARENESS CONSIDERATION CONVERSION
Timebound
April to June
5 weeks 4 weeks 3 weeks
Objective Create demand - Raise consumers aware about Tefal
Convert demand - Attract consumers to try and
experience products
Increase sales, especially 4 key products
Message Modern happiness requires innovative solutions Innovate your home with Tefal
Tefal will be an innovative buddy that makes a happy
home by simplifying household chores
Key hook Digital Clip Activation Promotion activities
Always
4 bumper ads
KOLs
Supporting
tactics
Above the line:
PR Articles, KOLs booking, OOH
Above the line:
KOLs booking/review, sponsorship, PR
Above the line:
PR Articles, KOLs booking, OOH
Below the line:
Social Media, ads
Below the line:
POSM, social media, ads
Below the line:
CRM, POSM, social media, ads
KPIs At least 60% of 1M people on all channels
500.000 reach on social media 100.000
discussions 100.000 trials
500.000 reach on social media 150.000
discussion 60% volume sales
Budget 3.5 billion VND 4.5 billion VND 2 billion VND
This IMC PLAN is designed to reach TARGET AUDIENCES effectively, focusing on awareness and consider ration

BRAND AMBASSADOR
IMC - AWARENESS
• Great awareness and engagement with millennials audience
• Well-known for their successful image and their happy family
Effectively represent the campaign’s essence.
• Various branded content on ambassadors' social platform: Photos, vlogs,
review videos,...
• Staring in the brand's Digital Clip
• Image of ambassadors to be used in POSMs, social media posts, OOH panel...
WHY?
WHAT?

IMC - AWARENESS
1. Background: A couple stop by their neighbors’ house to offer them
some gifts while they are cooking and cleaning together. The couple
agreed to have dinner with the neighbors.
2. Moment of truth: While watching and waiting for them to happily
finish their chores, a nostalgic emotion sparks in the couples’ minds.
3. Reflection: At home, the couple reflect on their current hectic
lifestyle. They are successful but so busy. They hire a house maid for all
the chores. They come home late and barely cook for themselves. As a
result, they spend less time taking care of each other
4. Flashback: They recall the little but heartwarming moments they’ve
been through together before being successful: cleaning together,
cooking and enjoying special dishes, ironing clothes for each other
5. Brand’s appearance: As time passes, the couple look happy again
while cooking and doing chores together with Tefal products. 4 key
products and their innovative features will be highlighted throughout the
scenes.
KEY HOOK: DIGITAL CLIP STARRING AMBASSADORS
VIDEO CONTENT
Đông Nhi & Ông Cao Thắng x TEFAL - HẠNH PHÚC GIẢN ĐƠN
Objective:
•Raise Tefal brand awareness;
•Create an emotional bond between
Tefal and our TA regarding family
happiness in a hectic life.
Duration: 1m30s - 2m
Message:
Channel:
•Tefal’s
•Tefal’s website
Stars: Đông Nhi & Ông Cao Thắng
Content summary:
A couple realize that their hectic life
hinders family happiness and
decided to spend more time fostering
their relationship by sharing
housework with the support of Tefal

IMC - AWARENESS
SUPPORTING TACTICS
PR articles:
Massive announcement of Tefal's partnership
with Đông Nhi - Ông Cao Thắng's family in a
new campaign
Social media:
1. Owned medias: Facebook & Youtube
Facebook posts informing Target Audience
on Tefal's innovations and how they can be
utilized to build family happiness.
2. Facebook community:
Yêu Bếp - Nghiện Nhà
Trùm review - Review đồ gia dụng
Nghiện review – săn deal gia dung…
Trigger discussion regarding the topic of modern happiness &
innovations by emotional seeding post with minimal brand’s presence
OOH
HCM: Shopping malls, affluent
neighborhoods (Thảo Điền, Sala,...)
and Crowded roads (Xa Lộ Hà Nội)
and apartment elevators (Masteri,
Vinhomes,...) Q1 Q2 Q3 Q10
Ha Noi: Shopping malls, affluent
neighborhoods (Ecopark,...) and
Crowded roads (Hoan Kiem Lake)
and apartment elevators (Vinhomes
Royal City,...)
KOLs booking:
•Introducing Tefal's products and convey the campaign key message
to Target audiences
•Suggested KOLs: Giang ơi, Trinh Pham, Hồ Ngọc Hà, , Gia Đình
Cam Cam,…
Special OOH

IMC - AWARENESS
SUPPORTING TACTICS
SPECIAL OOH
Thermal spot will change its color whenever it is too hot
It assist to highlight the outstanding innovation
feature in Tefal non-stick pan and communicate it to
large audiences
Thermo-spot
Start
Ready

Bumper ads:
• Four 6s-bumper ads for 4 key products
• Aired consistently throughout 3 months
of the campaign to maximize reach and
brand’s impact
• Mainly focus on the innovative
technology of each product
Other digital ads formats:
• YouTube Ads
• Google Ads
• Zalo Ads
• Facebook Ads
• Location: Center districts of HCM & HN
• Age: 30 – 40 years old
• Interest: Family, Kitchen, House, Home,
Economy, Travel, shopping Luxury –
Premium brands, household appliances,..
IMC - AWARENESS
SUPPORTING TACTICS

CHANNELS W1 W2 W3 BUDGET
TVC
Brand
ambassadors
Ads
PR articles
KOL booking
Social media
OOH
1B
300M
200M
300M
700M
TVC: “Hạnh phúc giản đơn”
Normal booths
Facebook, Zalo, Shopee, Lazada
Seeding groups Facebook: Trùm Review…
Post booking: VnExpress, Dantri, Tuoitre, CafeF…
Introducing about Tefal products
Affluent neighborhoods (Thảo Điền, Ecopark,...) and Crowded roads (Xa Lộ Hà Nội, Đồng Khởi,
Hoàn Kiếm...), Apartment Elevators (Vinhomes,...)
W4
1B
Owned media channels, Group/Community
W5
KPI - Budget
IMC - AWARENESS

IMC - CONSIDERATION
KEY HOOK: ACTIVATION BOOTH: “Việc nhà cải tiến - Kiến tạo yêu thương”
Objective:
•Continue to raise overall awareness of the Tefal brand.
•Create conditions for users to learn more about Tefal and try Tefal's products, keep customer contact information for utilization in the next phase.
FORMAT: Big Booths and Normal Booths
Big Booths:
Objective: Focus on raising awareness of in-store activation
activities for the consideration phase. Create an entertaining
and open space for customers to play games and experience
Tefal products at relaxing weekends
Venue: Big shopping malls in Ho Chi Minh city and Ha Noi
Time: Friday, Saturday, Sunday (17h30 - 20h30)
Activities:
Game:
•Play minigames to get rewards:
•Tefal's discount vouchers
•Gifts (Pot liners, Clothes fragrance spray, Cooking utensils,...)
•Special prizes: 1 of 4 key products of Tefal
Trial:
•Get advice from PG and PB at the counter and experience products.
•Give contact information to receive other offers in June.
Normal booths
Objective:
Focus on generating trials.
Create a comfortable space for customers to experience Tefal
products and receive advice when they go daily shopping.
Venue: Supermarket, retails in Ho Chi Minh city and Ha Noi
Time: Going on throughout (9h - 12h; 14h - 17h; 19h - 21h everyday)
Activities:
Game:
•Play minigames to get rewards
•Tefal discount vouchers
•Gifts related to products (Pot liners, Clothes Fragrance spray,
Cooking utensils, ...)
Trial:
•Get advice from PG and PB at the counter and experience products.
•Give contact information to receive other offers in June.

IMC - CONSIDERATION
SUPPORTING TACTICS
Influencers:
Review and CTA check-in at the booth
- KOLS post introduction
- Cam Cam's family
- Trinh Pham's family
- Giang Oi's family
- Chuyện nhà Đậu
Sponsorship:
Family related programs: Vợ chồng son...
POSM:
Poster, Dangler, flyer, wobblers
Social Media:
Owned media: Facebook, Youtube
PR:
• Seeding Facebook group: "Trùm Review"
• Post articles on newspapers
Ads:
Facebook, Zalo, Youtube

CHANNELS W1 W2 W3 BUDGET
Activation
Social media
Ads
PR articles
Influencers
POSM
Sponsorship
700M
300M
100M
300M
500M
90M
Big booths
Normal booths
Owned media
Seeding groups Facebook: Trùm Review…
Influencers post reviews and CTA check-in at the booth
(Gia đình Cam Cam, Gia đình Trinh Phạm, Gia đình Giang Ơi, Chuyện nhà Đậu)
Family related programs: Vợ chồng son...
W4
2,5B
Divider, wobble to make Tefal outstanding
IMC - CONSIDERATION
KPI - Budget

KEY HOOK: SALES PROMOTION IN FAMILY MONTH
Message:
Sales promotion in Family month - 28/06:
Awareness raising:
Format
IMC - CONVERSION

FORMAT 1: AWARENESS RAISING
Objective: Raise awareness of sales promotion activities to increase traffic to stores and sales websites.
Activities:
Digital activities: CRM activities:
Implement digital tactics to increase awareness for the
sales programs.
Utilize the customer database collected from phase conversion
and implement CRM activities (Email marketing, Telesales...) to
remind and convert them.
“Xin chào, tôi gọi đến từ Tefal”
IMC - CONVERSION

FORMAT 2: SALES PROMOTION
Objective
Convert traffic to actual users in stores and websites.
In stores:
Website & E-commerce:
● Provide incentives for customers at selling points.
● Retailers (Điện máy xanh, Nguyễn Kim…): Increasing
commissions for retailers to prioritize introducing Tefal
products and promotion activities to customers.
● Supermarket + mall (Emart, Aeon…): Hiring PG and
PB at selling shelves to give advice and introduce
Tefal products and promotion activities to customers.
● Provide incentives for customers at selling points at
the website and E-commerce.
● Support shipping fee when buying Tefal products.
Activities:
IMC - CONVERSION

IMC - CONVERSION
INCENTIVES
SUPPORTING TACTICS
Provide different discounts, coupon for different shopping
cart values:
● Cross-sales discount
● Bundle discount
● Discount per product
Notes:
● For customers engaging in activation: They can
apply both vouchers and discount offers for the June
promotion program.
● For customers not engaging in activation: They can
only use discount offers for the June promotion
program.
Social media
Ads
PR
Influencers
OOH
CRM (Telesales, email…)
POSM

CHANNELS Week 1 Week 2 Week 3 BUDGET
Incentives
Social media
Ads
PR articles
Influencers
OOH
CRM
800M
250M
100M
300M
500M
70M
Cross-sales discount and voucher
Bundle discount and voucher
Discount per product
Owned media
Seeding group Facebook: Trùm Review…
Influencers post reviews and CTA check-in at the stores
(Gia đình Cam Cam, Gia đình Trinh Phạm, Gia đình Giang Ơi, Chuyện nhà Đậu)
Billboard: At busy and potential locations, near many office buildings
LCD posters: In office buildings, apartment buildings...
Utilize customer's database at activation for email marketing, telesales
IMC - CONVERSION
KPI - Budget

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Tefal Marketing Challenge - Group1.pptx

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