The document outlines a marketing plan for relaunching Maggi oyster sauce, targeting women in families with a focus on frying dishes. It details project requirements, a phased implementation strategy, budget allocations, and key performance indicators. The proposal emphasizes user engagement and community building through multimedia content and various online platforms.

1. 1

2. 1. Project requirements
2. Issue definition
3. Solution addressed
4. Implementation
5. Ressult measurement (KPI)
6. Keys of success
7. Budget allocation
8. Appendix
2

3. Marketing requirements
• Create a platform for Maggi Oyster - relaunch
• Educate users about how to use Oyster sauce with the key message
"Frying dishes, Maggi Oyster"
• The target audience to communicate is the woman in family. The
campaign needs to maximize the touching point to communicate
with this central object.
• Consider between to plug into an existed website or to deploy a new
microsite
3

4. Must be resolved by the proposal
The proposal is supposed to feature the details of:
•Site production (Sitemap, homepage & section pages, text tone…)
•Media online plan (teaser clips, banner, PR angles, social media…)
•Project team allocation
•KPI relying on the given budget (xxxMils VND)
•Timeline
4

5. 5
These information (recipes) are engaged with
forums for females or websites for travellers

6. 6
thực đơn xào, 2,590,000
món xào 4.220.000
"món xào" 1.100.000
"món mặn" 345.000
"món canh" 1.780.000

7. 7
The time of education
• The education process must be divided into phases
• A long storage of content for user's reference
The reach vs. the trend
The multimedia benefits
The demand matching in a dramatic story
The extensible features
Basics of the online channel
• Rich content to push/pulll , Interaction-based, CRM based, Trackable vs.
Control-able, Self-growth discussion with given direction (like Social
Development) - The trend

8. 8
4. Implementation

9. 9

10. • …
10
3. Solution addressed

11. • Young mom & dad
• Young members of a family
• Appreciate the family relationship & the
humanities
• Online savies
11
3. Solution addressed

12. • The woman of the family can know one more secret to
set a new highly standard on their Frying dishes - Oyster
& Maggi Oyster
• They can gain a collection of Frying dishes provided by
this website to surprise their sweetheart
12
3. Solution addressed

13. • They have an opportunities to show up their happy
family with frying dishes recipe-ed by Maggi Oyster
• The man can surpise his lady up to the cloud 9...to show
his gratefulness from what she have done for the family
• A long term platform to engage Maggi with a happy
family's menu
13
3. Solution addressed

14. 14

15. 15
4. Implementation

16. 16
Teasing
Launch &
Nào cùng
xào!
Bà xã anh
No.1!
Đong yêu
thương
thêm đầy

17. • The recipes collecting
• Books to reference
• The communication with members during
the campaign
17
4. Implementation

18. 18
4. Implementation

19. • Oyster Sauce
• Maggi Oyster
– Basic frying dishes
• Maggi Oyster - The “song”
• Promotion info
• Testimonials
19
4. Implementation

20. 20
4. Implementation

21. 21
4. Implementation
• Teasing page
• Bà xã anh No.1!
• Maggicall - Đong yêu thương thêm đầy!

22. • Guessing page
• Sharing page
• Register page
22
4. Implementation

23. 23
Ông xã bạn có biểu hiện
biếng ăn cơm nhà không?

24. • User register to receive special gifts
• User follow to reveal the secret to
cure his man “abnormal behaviors”
• User submit the sympathy
24
4. Implementation

25. 25
4. Implementation
• TOP 20 frying dishes collection
• Upload page
• The Community page of activity
• Maggi Oyster the e-Book
• Regulation

26. 26
4. Implementation

27. 27
4. Implementation
Learn the
recipes
Share the
dish via
photo
Voting
from the
communit
y
Win the
No.1 Bà xã
– Miss
Maggi
Oyster

28. 28
4. Implementation
• The introduction page
• The community page of "Maggicall"
• The sharing page
• Regulation

29. 29
4. Implementation

30. 30
4. Implementation
Capture
the
kitchen
image
Record the
calling
message
(voice)
Submit to
the
website
Win the
big prizes
to surprise
the lady
“Your lovely message will be heard
by your “Bà xã”. She can feel your
love and your appreciate and your
relationship will be stronger with the
support from Maggi Oyster”

31. 31
4. Implementation

32. • Website production
• Facebook synchronization
• Flash production
32
4. Implementation

33. • Teasing
• Create the trend
• Targeted
• Extreme message
• Mesurable
• Viral-able
• Interactive banners
• Consistent with the theme
– Visual
– Tone of discussion
33

34. • PR
• FB ads
• Google Ads
• FB Fanpage
• Forum seeding
• Evangelists (influencers)
• Affiliate program with
forums/websites
34
4. Implementation

35. 4 Phases++
35
4. Implementation

36. Phase to phase communication
36
GĐ1: Teasing
• Encourage
user to join
and reveal a
secret
• Concept: Ông
Xã Biếng Ăn
GĐ2: Launch
site
• Reveal the
website and
stick the
Frying recipes
with Maggi
Oyster
GĐ3: Engage
• Encourage
members to
join and use
the materials
from the
websites
• Sharing and
apply it in real
life
GD94: Finalize
• Create an
activty to
finalize the
campaign
where every
member of
the family
enjoy the
campaign

37. 37
4. Implementation
Objective:
• The more followers, the better

38. 38
4. Implementation
Activity Description Channels
PR online Yes
GG ads Yes
FB ads Yes
Banner Ads Yes
Email Marketing Yes
Forum Seedings Yes
Video viral

39. 39
4. Implementation
Activity Description Channels
PR online Yes
GG ads Yes
FB ads Yes
Banner Ads Yes
Email Marketing Yes
Forum Seedings Yes The song of Maggi Oyster
Video viral

40. 40
4. Implementation
Activity Description Channels
PR online Yes
GG ads
FB ads Yes
Banner Ads Yes Bà xã anh No.1!
Maggicall
Email Marketing Yes
Forum Seedings Yes The song of Maggi Oyster
Video viral Yes

41. 41
4. Implementation

42. 42
4. Implementation
Mình và chàng, thường vào nhà hàng,
vào nhà hàng chàng thường dùng mì
xào, mà mì xào nhà hàng xào cùng gì
nào? Mà chàng cào cào mì xào, làm
mình làu bàu rồi chàng càu nhàu. " Bà
xào mì xào gì mà bèo nhèo, nhìn vào
còn thằng nào nhào vào
Chồng mình ngày ngày nằm ườn buồn
phiền làm mình thường buồn buồn .
Mình ngờ chồng mình “luồn tuồn”.
Mình cuồng cuồng cào người chồng.
Chồng làu bàu: “nàng nào mà nàng
nào, thằng này thèm đồ xào nhà hàng”.
Nào ngờ chồng ghiền dầu hào, ào ào
mình xào mà đồ xào tầm phào. Mình
tìm dầu hào xào xào. Đồ xào cùng dầu
hào rằng là tình.^^
Hồi nào giờ toàn xài đồ xàm xàm làm
đồ dùng, mồm nhà mình toàn phàn
nàn là đồ xào tồi tàn. Giờ dùng dầu
hào, thằng nào nhà mình đều trầm trồ
đòi mình làm nhiều nhiều, vì đồ xào
mình làm giờ tài tình.

43. 43
4. Implementation
ừ hồi nào nhà dùng toàn dầu
mè, xào từ đồ bình thường : từ
bì , giò, bò, gà, hành .... Từ
ngày nhà mình ù , mình bèo
nhèo, chồng mình kì kèo mèo.
Mình buồn ...hù hù
XÀO ĐỒ XÀO THÌ
DÙNG CÙNG
DẦU HÀO
Tình hình là nhà mình xài dầu nành cùng đồ xào,
chồng làu bàu “xài dầu hào thèm dùng đồ xào,
xài dầu thường thường là chồng lờ đồ xào”.
Chồng làm mình bùn, mình liền tìm dầu hào và
ngày nào cũng xào đồ cùng dầu hào, chồng
ghiền chồng chiều, chồng “làm phiền” mình, mình
ghiền mình cuồng. Nhờ xài dầu hào, nhà mình
càng ngày càng tình.

44. 44
• Over 105.000 visits to the website and the Fanpage
• Over 15.000 members (10.000 onsite, 5000 Fanpage)
• Common channels online in Vietnam have been addressed
• 2 activities with viral marketing materials created tightly
with the brand

46. Urban online (30%)
9 mils
Online in 2 months
(2/12):
1.2 mil
Urban online target
(80%)
7.2 mil
Expected traffic (45%)
105.000
Total Expected members
15,000
TNS, AC Nielsen, Cimigo
Vietnam Internet user
(31%)
30 mils
Impressed in 2 months
(20%)
240.000

47. No. Tools Traffic size Track
A Direct Visit 55.000
1 Web Banner 15.000 Google Analytics
2 Google Search Adwords 5,000 Google Analytics
5 Facebook Ads 5,000 Google Analytics
6 Email Marketing 5,000 Google Analytics
7 Seeding Forum, viral 25,000 Photo capture, Google Analytics
B In-direct Visit 20.000
1 Facebook Fan Page Photo capture, Google Analytics
C Returning Visit & WoM Visit 20.000
1 Microsite activities General Analytics Report
2 Others (WoM…) General Analytics Report
D Generic visit (Search Engines...) 10.000
1 Google, Bing Photo capture, Google Analytics
TOTAL 105.000 Added the Fanpage visits

48. No. Items KPIs
A Visits 105.000
1 Unique visits (90%) 94.500
2 Num of page views 245,000
5 Page view per visits 3.0
6 Bounce rate 20%
B Members 10,000
1 Full information filled 8,000
C Facebook Fanpages 5,000
1 Num of fans 5,000

49. • Technology
• Content Management
• User centric
• Team structure
• Experience
49

50. 50
• Account Manager: 01
• Account Executive: 02
• Marketing team:
• Marketer Executive: 02
• Content Management Executive: 02
• Viral Marketing Executive: 04
• Development team:
• Technical leader: 01
• Web developers: 02
•Designers: 02
“This is the in house core team allocation. This team will control the whole project.
Especially in viral phase, eBrand will add more 2 teams with the management of Marketing
team. All production items will be implemented in house and we will cooperate with talents
to create the multimedia content for viral campaign”

51. 51

52. 52

53. 53

54. • More integration with offline activities
• More interactive
• Grow the database
• Extend the concept towards the other types of recipes: Soup,
brine
• Construct a long-term concept stick to a Happy Kitchen and
recipes
• Cooperation with National Institue of Nutrition
• Engage with Ambassador
54