This document contains summaries of marketing campaigns for several brands in Vietnam: 1. Nestle's "Chọn bữa sáng với Nestlé, mỗi sáng Tươi" campaign targeted Vietnamese of all ages and emphasized the importance of breakfast with families. 2. Knorr's "Có mẹ là có Tết" campaign for the Lunar New Year targeted housewives and highlighted preparing meals for their families. 3. Sunhouse's "Quà Tết tặng mẹ - ủ ấm lòng cha" campaign promoted their electric cookers

1. Assignment
3

2. HELLO!
We are:
-Nguyễn Thị Thơm
- Lê Vy
-Đinh Thị Ánh Thuỳ
- Võ Thanh Bình

3. Nestlé
“Chọn bữa sáng với Nestlé, mỗi sáng Tươi” 1

4. 1. Brand relevance
Target customers
Vietnamese of all ages
Funtional
Meet customer’s needs in food and drink products
“Good food, Good life”
Emotional
The more than 150 year old coorporation
The famous globle brand
 “Chọn bữa sáng với Nestlé, mỗi sáng
Tươi” is the most suitable campaign in
target customer, function as well as
emotion with Nestle products.

5. 2. Brand insight
• Category truth
Provide nutrition, heath and wellness to customers in
every breakfast
• Brand truth
Good food, Good life
• Consumer truth
(Housewives)
Prepare a good breakfast for their family quickly
 Nowadays, as a housewife, preparing a meal for my
family is NOT the big problem with modern and
convenient equipment. Therefore, in this busy life,
that the thing I am looking for is a cozy breakfast
together with my family.

6. 3. Brand campaign
Basically, this campaign success mainly by using
social network.

7. For example, customer scan
communicate with Nestle through
fan pages such as “Nestle Family”
directly, quickly and conveniently
(88,892 comments).
To be more specific, fan page Nestle
Family usually update information as
well as mini games to keep in touch
with customers regularly.

8. Additionally, the viral clips interviewing some kids
about the breakfast attracted more than 3 million
views. The clips made customers, especially parents
realize the importance of the breakfast together while
there were the shortage of time and a lot of things
to do.
Besides the success in getting benefits, the biggest
success of the campaign is that family members
realize the value of having breakfast together.

9. Knorr
“Có mẹ là có Tết” 2

11. 1. Relevance
• Target customers
Housewives who love their family and show this
love by cooking good meals and look for the
appropriation from them.
• Funtional
Increase the taste of dishes
The taste is delicious as natural
• Emotional
The famous brand of Unilever – a globle brand.
Made from familiar materials such as pock, bone,
alga, which are usual things in Vietnam’s meals.
 “Có mẹ là có Tết” is the most suitable
campaign in target customer, function
as well as emotion with Knorr
products.

12. 2. Brand insight
• Category truth
Perfect taste
Used for the variety of dishes
• Brand truth
“Ngon từ thịt, ngọt từ xương”
Good and convenient
• Consumer truth
Prepare a good meals for their family
 Nowadays, as a modern housewife,
preparing a meal for my family is NOT the
big problem. Therefore, I know what my
husband, my children want and I look for the
recognition from my family while I am
cooking.

13. 3. Brand campaign
Took place at Tet occasion, the time for family.
The TVC, viral clip beginning with cozy
family atmosphere and the cooking picture of
the mother and daughter. The TVC with target
customers are housewives who know their
children (daughters) inside out, even when
they (daughters) become the mothers.

14. “Tổng đài mẹ ơi”
19006722 sends love
message from husbands
and children to
housewives, which is
considered as the
traditional idea but we
can not deny its effects.
First, it touches
housewives much
because of hearing the
real voices from their
family members. Second,
this is one of the best
way to communicate to
customers.

15. Sunhouse
“Quà Tết tặng mẹ - ủ ấm lòng cha” 3

17. 1. BRAND RELEVANCE
• Target consumers
Vietnamese people with age 25-40.
• Functional
The durable and beautiful electric
cooker with the 3D warming technology.
• Emotional
Sunhouse, a big brand in house ware
in Korea.
 “Quà Tết tặng mẹ - ủ ấm lòng cha”
makes family members are closer
together, especially in Tet occasion.

18. 2. BRAND INSIGHT
• Brand Truth
The modern technology, the better life
• Category Truth
Perfect keeping warm and cooking
Duration and safety
•
• Consumers Truth
Housewives with desires: cooking good meals for their
family fast and conveniently
 Men having a happy family always admired their
woman. However, how can they express this feelings?
The father wants his son to come back to do these thing
in Tet occasion. Weather children returning home on
Tet are really about the reunion or obligations under?
Be the real returning.

19. 3. BRAND CAMPAIGN
Strategy
After the successful campaign “Cảm ơn 16 triêu người tiêu
dùng Việt” choosing Sunhouse electronic cooker, in Tet 2017, SUNHOUSE
carries out the promotion by giving 10 billion gifts.
Big idea
“ QUÀ TẾT TẶNG MẸ - Ủ ẤM LÒNG CHA” points out the difficulty of 16
million men having growth children in expressing their love to their wife.
And, more than 40 million children help their fathers to say thank you to
their mothers because of their valuable contribution to their family by
giving them the Sunhouse electronic cooker.
However, there is a remarkable consideration that weather these children
come back home voluntarily or not? One of the main things influencing
them most is social networks, especially is Facebook.
Therefore, be the real returning, which parents are really looking

20. • Excution
Mainly by using social networks to post up product images and the information of the campaign.
Clip “TẾT THẬT - TẾT ẢO” sends to the number of audiences the message that
"Khi trở về, Hãy thực sự trở về"

21. Tam Thái Tử ( Masan )
“No contain 3 MCPD” 4

22. 1. Brand Revalance
Targer customer : Vietnamese housewife
Functional : Tam Thai Tu is a soy brand . KIND of safe and necessary ingredient in
Vietnamese kitchen.

23. 2. Brand insight
- Cat truth :
Driver : Soy is one of the most thing that children like to eat with
their breakfast and meal
Barrier : In July, 2007, most soy brands is found contain 3MCPD
which can lead to cancer in people, especially, Chinsu soy.
- Brand Truth : Vietnamese soy brand which is tasety and safety,
make their children feel like princes : always be protected and only
eat delicious food
- Consumer Truth : Housewives always care about health of families’
members .
Insight : As a housewife, I want my family can eat food that I know
clearly there is no toxic likes 3 MCPD and truly safety for my family.

24. 3. Brand and campaign
Trigger : - TVC : “Nước tương vì sức khỏe”

25. Experienced : Award for whom can proof Chinsu Soy contained 3MCPD
Result: In 2007 , Tam Thai Tu dominated 80% of the market. Revenue of Masan
increased 3 times from 2007- 2009

26. Ajinomoto
”Japanese brands only MSG in Vietnam” 5

27. 1. Brand Revalance
Targer customer : Vietnamese housewife
Functional : Is an indispensable ingredient in dishes taste
Vietnam
Helping more delicious dishes

28. 2. Brand insight
• Cat truth:
Driver: Ajinomoto MSG is produced by natural fermentation from natural
raw materials such as molasses, sugar and tapioca starch.
Barrier: - Appearing wave of MSG is safe for consumer health or not?
- Ajinomoto MSG counterfeits appear on the market

29. • Brand Truth:
Established in 1991, Ajinomoto Vietnam Co. is a company
with 100% foreign investment under the Ajinomoto Group,
Japan with initial investment worth over 8 million US
dollars. Ajinomoto Vietnam strives constantly in research
and development to bring many types of food products and
spices with the best quality, safety, fit Vietnamese tastes.
Japanese brands only MSG in Vietnam

30. • Consumer Truth:
Housewives always care about health of families’ members .
Insight: Homemaker always interested in the health of their
families. So use MSG in cooking clear origin will help
housewives feel more secure.

31. 3. Brand and campaign
- Trigger : TVC: “Thương hiệu bột ngọt Nhật Bản duy nhất
tại Việt Nam”
- Experience : Award for housewife Ajnomoto MSG is the
best product in Viet Nam market.

33. THANKS!