E-contest 2020 is a citywide competition hosted by YEC Club, attracted more than 300 participating teams. This season provides the theme of trade marketing. After 3 rounds, our team of 3 members has to propose a trade marketing plan for developing Oreo's sale channels to gain more market share. Looking forward to receiving your feedback.

1. TRADE
MARKETING
PLAN
NHÓM 1
• LÊ QUANG NHẬT
• LÊ MINH TRÍ
• NGUYỄN THỊ NGỌC BÍCH

2. O R E O ’ S B A C K G R O U N D1
2
3
M A R K E T O V E R V I E W
AGENDA
D E P L O Y M E N T P L A N
I S S U E S A N D D I R E C T I O N S
4

3. EXECUTIVE SUMMARY
SITUATION: Oreo entered Vietnam more than a decade,
achieving 2.4% Vietnam market share (1.6% at MT and 4.7%
at TT)
COMPLICATION
• Inefficient promotion strategy of products limits the
potential to grow of Oreo in Vietnam market
• Lack of strategy to compete against many indirect and
direct competitors
QUESTION
How can Oreo fix these problems and achieve 3% of TT and
6% of MT by December 2020?
ANSWER
• - Strengthen brand image of store with two new directions
• - Win in store by effective activities at point of sale

4. BRAND PURPOSE
OREO’S BACKGROUND
We want to develop our playfulness to bring people together
Oreo is a brand to have fun with, “twist, lick and dunk”
CURRENT PERFORMANCE AMBITION
2.4
1.6
4.7
0
1
2
3
4
5
Oreo market share
Total TT MT
+0.5
+0.4
+0.5
(MAT TY vs YA)
3
6
0
2
4
6
8
Oreo market share
TT MT

5. MARKET OVERVIEW
is the
biggest market with
highest-growth
in total domestic snacking market
Biscuit: +12%, reaches 570 millions USD
CATEGORY
Cake +8.9%
Candy +12.9%
Snack & Nuts +11.7%
Chocolate +6.1%
Ice cream +7.9%

6. MARKET OVERVIEW
CONSUMER
05
Average number of meals of
Vietnam youngsters
Source: Decision Lab, 2017
SNACK-ing is not merely for children anymore.
It becomes an indispensable companion of
youngsters in their active daily life
6.6 mio VND
The cost for “snacking” of Vietnamese
youngters (15-35 y.o) in 01 year
Source: IPSOS, Snack exploiration, 2019

7. MARKET OVERVIEW
Biscuits grows super positively in
Vietnam Urban
The confectionary does not grow well
in Vietnam rural
REGION

8. Both TT and MT are preferred in the
confectionery industry but Oreo’s market share is
still low and imbalance, especially in TT
MARKET OVERVIEW
CHANNEL Mom&Pop store
Wet
market Supermarkets Others
Channel preference by product category
Source: Deloitte: The Vietnam Consumer Survey, 2020
2.4
1.6
4.7
0
2
4
6
Current performance
Total TT MT

9. Direct competitor
Indirect competitor Indirect competitor
Biscuits Cookies Crackers Custard cakeChocolate
One direct competitors and many indirect competitors
 Customers are not loyal
MARKET OVERVIEW
SEGMENTATION
BANH QUY

10. Biscuit: a
potential
category to
invest in
The youth:
potential to
focus on in
confectionery
& snacking
session
Urban area is
where Oreo
should invest
for distribution
Too many
competitors in
this session
This category
has low
loyalty index
ISSUES ON SURFACE
U N F A M I L I A R B R A N D T O Y O U T H
Youth consideration: Oreo is a kid/family brand. Not outstanding at POS
ROOT ISSUE
Market share is low
both in GT and MT
GT:
- Many substitutes from indirect competitors
- Oreo is not shopper’s TOM
MT:
- Many indirect competitors
- Mistake CreamO for OREO
ISSUES & DIRECTIONS

11. DIRECTION
Continue to transform brand image at
stores to be more relevant to youth, focus
on playful and fun
Convert young users from indirect and direct
competitors into Oreo’s users, especially at
urban areas
Youth (16-28 y.o) live in
urban, love to have fun,
buy food to share
“Boredom killer”
Enable youth to play and
have playful experience
while eating
POSITIONING
IN STORETARGET SHOPPER
ISSUES & DIRECTIONS

12. Customer
development
-> build & maintain
networks
Company
engagement
-> trigger sales function
Win sales
-> Increase
penetration, frequency
& spend more
Brand image in
store
“Boredom killer”
AMBITION
DIRECTION
OBJECTIVE
JOBS TO
BE DONE
• Channel
development
• Customer
engagement
• Loyalty program
• Customer event
• Sales forecast,
target
• Encourage sales
team
3% market share in GT
6% market share in MT
Continue to transform brand image at stores to be more relevant to youth, focus on playful and fun
Convert young users from indirect and direct competitors into Oreo’s users, especially at urban areas
• Promotion
program
• Penetration
strategy for new
product
• Activation
• POSM
• Display
STRATEGY HOUSE
ISSUES & DIRECTIONS

13. Kiosk
MOFT TOT
Food counters
in cenema
Book store
Commercial
Centre
DEPLOYMENT PLAN
CUSTOMER DEVELOPMENT I Channel development
DISTRIBUTORS
MANUFACTURES
Super market
CVS
E-commerce
HRC
Kiosk at
airport
Vending
machine
Wholesaler
MVO
Canteen
Street food
stall
Grocery
Retailer
Mom & Pop
store
MOT TOFT
Efficient
channels

14. Potential channels
that have high
volume or attractive
to youth but hard to
manage
Prioritized channels
which have most
value and attractive
to youth
Invest to protect
current outlets in
urban both MT & TT
Minimize investment &
maintain stable status
Book
store
Current
outlets
Comme
rcial
Centre
DEPLOYMENT PLAN
CUSTOMER DEVELOPMENT I Channel development
Company strength
Attractiveness MVO
CVS
Super
market
Wholesale
Groc
ery
Mom&
Pop
store
Kiosk
in park
Kiosk in
airport
Canteen
Vending
machine
HRC
TT in
rural
E-
commerc
e
Retail
er

15. OBJECTIVE CUSTOMERS ACTIVITIES
Penetrate new customers Mondelez’s outlets and
high attractive
channels
(Retailer, grocery, mom
& pop store,
confectionery stores in
wet market, HRC…)
• Support shelving and display activities, PR, new
products for trial
• Suggest discount programs or gifting when buying
a specific amount of product
• Vouchers, redemption program for high quantity
orders
Educate customers’
suggestion towards shoppers
Oreo (once shoppers ask
about biscuits  Oreo)
Retailer, grocery, mom
& pop store,
confectionery stores in
wet market
• Support leaflet, shelving and display activities, PR,
new products for trial
• Transportation cost
Relationships maintenance
 Advantage in product
display and sales
Wholesaler, MVO,
Supermarket, CVS
• Discount programs or gifting when buying a
specific amount of product, new product for trial
• Customer event, loyalty program
DEPLOYMENT PLAN
CUSTOMER DEVELOPMENT I Customer engagement

16. DEPLOYMENT PLAN
KPI, TARGET,
FORECAST
COMPANY ENGAGEMANT
SALESKIT
FUN SALES CONTEST
Award: BONUS OR AWARDS SUCH
AS TRAVEL TRIP

17. CHANNELS SHOPPER BEHAVIOR PORTFOLIO PROMOTION
Commercial
Centre
All shoppers,
both male and
female, all ages
For explorative shopping, socialize
with friends, enjoy facilities...
All
• Offer trial sample of a new product line;
• Preferential price when buying the first 3
new products;
• Gifting package on special occasion
Supermarket
Mostly middle-
aged, mom
For bulk shopping, daily shop,
enjoy & buy products for family
All
• Offer trial sample of a new product line;
• Preferential price when buying the first 3
new products;
• Buy 5 get 1 free with new products;
• Gifting package on special occasion
CVS
Mostly young
people
For explorative shopping, have a
break, find snack, socialize with
friends, enjoy facilities...
Oreo thanh, bánh quy
mini, bánh quế, bánh quy
phủ socola
• Buy 3 get 1 free with new product;
• Happy hour: discount 20% on new product
line from 5-7PM
E-Commerce
All shoppers,
both male and
female, all ages
Whenever free All
• Free ship, discount 10% when bill reaches
200.000 VND
HRC/ kiosk in
airport/ food
counters
All shoppers,
both male and
female, all ages
Pop-up or in-list when feel hungry
and need energy, use Oreo as a
choice in service
Oreo thanh, bánh quy
mini, bánh quế, bánh quy
phủ socola
• Offer trial sample of a new product line
DEPLOYMENT PLAN
WIN SALES I Map portfolio & promotion to MT channel

18. CHANNELS SHOPPER BEHAVIOURS PORTFOLIO PROMOTION
Wholesaler Retailer For targeted refill All
• Discount or gift when buying in bulk
to increase stock in POP;
• Money off next purchase for retailer;
• Gifting package on special occasion
Grocery/ Mom
and Pop stores/
Retailer
Mostly middle-
aged, both male
and female
For targeted refill, pop-up or
in-list to buy what you ran
out of
All
• Buy 5 get 1 free with new products;
• Gifting package on special occasion
Kiosk in the park/
bus station
All shoppers, both
male and female,
all ages
Pop-up or in-list when feel
hungry and need energy
Oreo thanh, bánh
quy mini, bánh
quế, bánh quy phủ
socola
Canteen in
school
Students between
6-22 y.o
Pop-up or in in-list when
need energy between
sections at school
Oreo thanh, bánh
quy mini, bánh
quế, bánh quy phủ
socola LUP
• Offer trial sample of a new product
line for students
DEPLOYMENT PLAN
WIN SALES I Map portfolio & promotion to TT channel

19. BIZ
SEGMENT
CHANNELS ACTIVATION DISPLAY/ POSM
MOFT
Commercial Centre
- Sampling activation – New product (Cadbury
Dipped biscuit)
- Minigame activation
Booth
Supermarket
- Sampling activation – New product (Cadbury
Dipped biscuit)
- Minigame activation
COC/ Gondola end/ Divider
Shelf taker/ Wobbler
Led light at shelves
CVS
Sampling activation – New product (Cadbury
Dipped biscuit)
Wobbler/ Dangler
E-Commerce
MOT
HRC/ kiosk in airport Standee/ PR
Food counters in cinema Standee/ PR
TOFT
Wholesaler Standee/ Poster
Grocery/ Mom & Pop
store
COC/ Poster
TOT
Kiosk in the park/ bus
station
Sampling activation – New product (Cadbury
Dipped biscuit)
Poster, leaflet
Canteen in school
Sampling activation – New product (Cadbury
Dipped biscuit)
Poster, leaflet
DEPLOYMENT PLAN
WIN SALES I Map activation & display to channel

20. TARGET SHOPPER
- 16 – 28 y.o
- Pupils, students, young adults, live in urban
- Modern & trendy lifestyle, enjoy new experiences
- Enjoyment/ indulgent feeling
BRAND IMAGE IN STORE I Booth activation in MT
DEPLOYMENT PLAN

21. “Boredom killer” game
Fun & playful
Brand differentiation
Understanding brand & can
distinguish Oreo with other
competitors (functional &
emotional)
Purchase
Fun
shopping Comparison
shopping
Discount
shopping
DEPLOYMENT PLAN
BRAND IMAGE IN STORE I Shopper journey

22. B O O T H D E S I G N
K E Y M E S S A G E S
“ B o r e d o m k i l l e r ”
F U N M U S I C
The music of the booth is fun
and up mood music which is
playing during the day
Booth is designed as a mini
amusement park where
youth explore and play top
fun games, try sampling.
BRAND IMAGE IN STORE I Booth activation in MT
DEPLOYMENT PLAN

23. Leaflet will be sent to TA by PGs
On the leaflet we have
- Brief information about new product & brand
- Trigger question “Do you want to experience the funniest game?”
Approaching shopper by delivering a new Cadbury Dipped
biscuit of Oreo to catch their attention to our booth
Suggest shoppers to take part in booth activities to get presents
P G
Beautiful PG with uniform, approach TA and invite them to join
Oreo booth to play fun game and know deeper brand
The uniform is designed as cookies to reflect the brand image
and fun
BRAND IMAGE IN STORE I Booth activation in MT
DEPLOYMENT PLAN
S A M P L I N G
L E A F L E T

24. • Designed as Ninja Fruit game format to
feature the “boredom killer” message
• Each guest has 40 seconds to cut as
many cookies as possible
• >= 100 cuts: 1 spin to get a gift
N i n j a O r e o g a m e
BRAND IMAGE IN STORE I Booth activation in MT
DEPLOYMENT PLAN

25. • Buy 2 boxes of Cadbury Dipped Oreo  1 spin
• Buy 3 boxes of Cadbury Dipped Oreo  2 spins
• Buy at least 100.000 VND Oreo product (any
product)  Choose one favorite gift (Do not
need to spin)
P r o d u c t R e d e m p t i o n
BRAND IMAGE IN STORE I Booth activation in MT
DEPLOYMENT PLAN

26. Every participant in Ninja Oreo game or redeem products the
lucky spin to receive an instant gift from Oreo
10% discount for the next purchase (bill
more than 100.000VND of Oreo
products)
N i n j a O r e o G a m e + L u c k y S p i n
BRAND IMAGE IN STORE I Booth activation in MT
DEPLOYMENT PLAN

27. P O S M a t S u p e r m a r k e t
BRAND IMAGE IN STORE I POSM in MT
DEPLOYMENT PLAN
COC (Check-out counter)
Place Oreo on top shelf near the
payment counter to gain advantage
of the time he/she is waiting for
his/her turn
GE (Gondola end)
Place Cadbury Dipped (at the
beginning or at the end of
shelves , attracting attention of
shoppers, especially shelves that
can easily be seen by shoppers
when waiting to make payment
Divider
Put between shelves to
divide different products
into different parts, to
highlight the appearance of
Oreo in the supermarket

28. P O S M a t C V S
BRAND IMAGE IN STORE I POSM in MT
DEPLOYMENT PLAN
Dangler
Place on ceiling of CVS near
the entrance so that shoppers
can notice it right from the
moment he/she steps inside
the CVS
COC (Check-out counter)
Place Oreo on top shelf near the
payment counter to gain
advantage of the time he/she is
waiting for his/her turn
Wobbler
Hang at shelves for
confectionery
at CVS to show the
promotion program for new
product (Cadbury Dipped)

29. BRAND IMAGE IN STORE I POSM in TT
DEPLOYMENT PLAN
Stick a poster on a wall near the payment
counter to gain advantage of 60 seconds
waiting for making payment in the store

30. THANK YOU