Kinh Do is Vietnam's largest confectionery company. It entered the mooncake market in 2002 and has become the market leader with 76% market share. Kinh Do mooncakes enjoy 100% brand awareness and 71% top of mind awareness in Vietnam. The company aims to grow the total mooncake market by making the Mid-Autumn festival occasion more important and creating new needs. Kinh Do mooncakes are positioned as gifts to share love and cherish relationships during the Mid-Autumn festival season.

2. 1. BACKGROUND
KINH DO GROUPS
- Kinh Do Corporation is Vietnam’s largest confectionary company by both sales and production
value.
- The company was founded in 1993 by a small group of entrepreneurs in Ho Chi Minh City,
Vietnam; beginning as a snack company.
- Starting with just 70 staff and a single product, we have grown to a total of 8,000 employees, with
over 300 distribution partners reaching 200.000 retail locations with 150 different products
domestically.
- Currently, the size of the Kinh Do has developed with 4 factories and 5 food companies in
Vietnam. The company owns strong distribution network of 300 distributors and 200,000 retail
outlets across the country and refrigerated distribution system through the largest cold storage
chain in Vietnam. In addition, the Kinhdo Product has penetrated and widely distributed to more
than 30 countries around the world : Japan, America, Australia, Singapore, Cambodia, Lao,
Myanmar, South Africa, China, Thailand, Korea, Taiwan….

3. 1. BACKGROUND
Kinh Do Mooncakes
- Kinh Do Company joined market of
mooncake since 2002. And become
market leader in this market.
- Kinh Do Mooncake is the market
leader with over 76% market share.
(2014)
- Kinh Do Mooncake enjoys 100% total
brand awareness and 71% TOM (top of
mind) brand awareness.

4. Name: KinhDo Mooncakes
•Premium line: Trang Vang
•Mainstream- classic line: Kinh Do
•Organic line
PRODUCT
Package:
Fearure:
•Full range of selection
•Happiness
1. BACKGROUND

5. PRODUCT
PRICE
1. BACKGROUND

6. DISTRIBUTION CHANNELS
1. BACKGROUND

7. 76% Market share (Kinhdo Mooncakes is the market leader )
Kinh Do Mooncake enjoys 100% total brand awareness and 71% TOM
(top of mind) brand awareness
Core market: Vietnam
Export markets: Few countries including the United States and
Cambodia.
MARKET CONTEXT
KĐMooncake contributed
17% to total revenue each
year
Mid Autumn Season 2014, Kinh
Do Company launched 2,800
tons of mooncake, an increase
of over 15% compared to 2013.
MARKET SIZE
1. BACKGROUND

8. SEGMENTATION
TREND
Kinh Do has 2 brands Kinh Đô & Trăng Vàng with distinctive positioning.
Kinh Do: focus celebration (beside bonding) for the mass.
Trăng Vàng: focuses on luxury gifting for the upper class.
Purchase to eat -> to build the relationship
Seasonality: Mid-Autumn
COMPETITOR
KinhDo line : Hữu Nghị, Bibica, Đồng Khánh, Đức Phát …
Trăng Vàng line : Grival, Brodard, Phuc Long …
MARKET CONTEXT1. BACKGROUND

9. BEHAVIOR
ATTIUDE
• When: Eat, Gift
• Amount: full of range (usually 4p)
• Consumption occasion: More than 1 month before Mid Autumn
• Kinh do Mooncake is the 1st choice
• Brand reputation, product quality and especially the support of
consumers across the country for the Kinh Do mooncakes
BEHAVIOR & ATTITUDE1. BACKGROUND

10. BRAND POSITIONING1. BACKGROUND

11. TVC – 2008
BRAND COMMUNICATIONS1. BACKGROUND

12. TVC – 2011
BRAND COMMUNICATIONS1. BACKGROUND

13. BRAND COMMUNICATIONS
TVC – 2012

14. TVC – 2013 & 2014
BRAND COMMUNICATIONS1. BACKGROUND

15. TVC – Trăng Vàng
BRAND COMMUNICATIONS1. BACKGROUND

16. Panel – Print Ad
Retail stores appear very much on the road
As well as the billboards for the KINH DO MOONCAKE
BRAND COMMUNICATIONS1. BACKGROUND

17. OPPORTUNITY/ CHALLENGE/ PROBLEM
OPPORTUNITIES IN 2013
•Premium segment (with the box) is growing dramatically
•Mid Autumn is not only the gifting occasion but also a
festival/celebration.
PROBLEM
•Allthougth leading in the Northern market, Kinh Do is facing fierce
competition from traditional brands, namely Hữu Nghị, Bánh mứt kẹo
Hà Nội, Bibica, Long Đình and new modern bakery chain as Thu
Hương, Paris …
1. BACKGROUND

18. Objective - Kinh Do’s marketing objective is to grow the size of total market.
“Kinh Do aims to grow the whole category by making Mid Autumn occasion
bigger and more important as well as creating new needs.”
- The source of business is both users and non-users.
Path to
purchase
The buyers:
Are same with the end-user: people who buy moon cake for their own
consumption.
Are different than the end-users: people who buy moon cake for their parents,
bosses, friends, colleagues; business owners, admin managers or secretary who
represent the companies buying moon cakes for business partners, staffs.
When people start realizing they need the category: over 1 month before Mid-Autumn
festival.
The steps people usually take to get the product:
To eat:
Getting to the nearest kiosk in both modern trade and traditional trade
Choosing and purchasing moon cake
To gift:
Having the need for up-coming Mid-Autumn festival
Searching online: find brands, find discount for large volume (in corporations,
companies case), find features and ingredients in the moon cake
Purchasing: get to the nearest kiosk in both modern trade and traditional trade (for
individuals), buying online (for companies)
Influencer: the receiver’s taste
No final step
Family members can share the act of consumption
2. CHECKLIST

19. Brand - What does the brand stand for ?!
+ TOM of customer for seasonality products - Mid-autume fes
+ Kinh Do's reputation about
. Quality of the product especially Moon cake
. Belieft
. Safety
- Are the current brand associations different than the intend ?
+ Star entering the premium segment
Product - What does the product do better than its competitor?
+ Variety of product with attracted name
+ Use the luxury ingredent to make moon cake for premium segment.
- How different is the product's price from competitor ?
+ Market mooncakes are not competing each other on price. They’re
same ! High discount , delivery, there are cans and bags full.
2. CHECKLIST
150 - 180 gr 210 - 250 gr Premium
Kinh Do 40 - 60k 60 - 150k 500 - 2tr2
Huu Nghi 40 - 60k 60 -90k 250 - 1tr8
Bibica 40 - 60k 70 - 130k 350 - 1tr7
Hanobaco 30 - 45k 45 - 90k 500 - 1tr5
Hai Ha 40 - 60k 60 - 90k 340 - 850

20. Product - Diverse models
Previous
Communication
Has there been a consistent unifying theme or platform ?
-Yes: Kinh Do Mooncakes as gifts to share love and cherish each
other and enjoy the second festival Season in Year.
-Mid-Autumn - Festival of love.
Practicalities Budget : Not yet !
Campaign break : Jul 2013
2. CHECKLIST