This document outlines a marketing campaign for Miliket instant noodles in Vietnam. It begins with background on Miliket as a company founded before 1975 that manufactures over 60 products, most successfully shrimp instant noodles. A SWOT analysis and target audience profile are provided. The campaign objectives are to increase awareness of the brand and remind consumers of its core values. The key message is that Miliket provides affordable leisure during breaks. Integrated marketing communications tools include advertising, public relations, sales promotions, and sponsoring a blue-collar worker fair. A proposed budget is also included.

1. GRAP2412/G2: Practice & Theory of Creativity
Group F:
 Huynh Ngoc Chinh S3479803
 Ho Gia Hoang S3466586
 Truong Quynh Nhu S3480031
 Pham Hong Nhat Yen Vi S3425539

2. Fantastic Four Agency
Account executive Copywriter Art Director Creative Director
Nhu Hoang Vi Chinh

3. Client Background:
 Founded before 1975;
 Manufacture over 60 different products;
 Most successful product: Shrimp instant noodles.
(Miliket - Colusa, 2014)
Products insights:
 Price: 2,700 VND/ pack;
 Original quality with delicious taste and nutritional benefits;
 Natural ingredients: rice, vegetable and soup powder.
(Le 2014)

4. Client Background:
Market insights:
 Vietnam ranked No. 4 in world’s consuming noodle list
In 2009: 4.3 billion packages
In 2012: 5.1 billion packages
(Zing News, 2013)
 Competitors:
3,500 VND 3,000 VND 2,300 VND 3,300 VND
(Vietnamnet, 2014)

5. SWOT Analysis:
Strength Weakness
• Famous for signature product: “Shrimp instant
noodles”
• Deep understanding about Asian culture and
dishes helps produce the tastes that suit
locally.
• High quality with low cost.
• Have moral value: known as “memory noodle”
(Education News, 2013)
• No extra ordinary changes in the products’
taste.
• No actual advertising campaign so far.
• Moderate market share (below 10%)
(Education News, 2013)
Opportunity Threat
• Increasing need of young adults for fast and
convenience food.
• Highly used by hot pot restaurant because of
the cheap price.
(Vietnam News, 2014)
• Strong competitors: Kokomi, a new instant
noodle with catchy packaging and various
flavors.
• More new brands entering the food processing
industry.
• Competition for media buying among similar
brands in food and beverage industry.
(Vietnam News, 2014)

6. Target Audience:
Geography Region Hanoi and Ho Chi Minh city
Demographics Gender Male and female
Age 20-35 years old
Income Up to 2.5 million VND/ month
Psychographics Social class Low class, C-D
Lifestyle • Mostly blue collar
• Busy; Workaholic
Personality • Prefer instant food or dishes that are easy to cook
• Out-going, still values “rest” time
• Family oriented
Behaviors User status First time users and regular users
Usage rate Medium users
Benefits sought Good for health and convenient for the busy life

7. Objectives:
Communication objectives:
• Increase 40% of target audience’s awareness about the campaign after
the fifth month of launching.
• Remind 40% of target public about the core values of the product by the
end of the campaign.

Action objectives:
• To attract about 4,000 people of target audience to attend Miliket Blue-
collar Worker Fair on October and November.
• To achieve up to 500 writers to contribute their stories to “It’s Time for a
Comma” show by the end of the relaunch.
• To achieve up to 500 listeners of “Lunch, Laugh, Break” requesting to
send a message/song to their friends by the end of the relaunch.

8. Key Message:
Supporting reasons:
 Miliket is a low price product (2,700 VND/ pack).
 People usually take a short break, eat instant noodles and
continue their work.
Miliket brings you the
affordable leisure

9. Big Idea:
Concept:
 People usually eat instant noodles during their break.
 A short break is like a slight comma in a sentence.
 A comma visually looks like a thread of noodles.
= BREAK TIME

10. Big Idea:
Theme:
Slogan:

11. Deliverables

12. IMC tools for campaign:
• Advertising:
 01 60s TVC
 02 print-ads
 02 billboards
• Public relations:
 01 celebrity endorsement
 01 radio program
 01 TV show
• Sales promotion: Discount and coupons
• Point of purchase:
 02 standees
 02 posters
• Sponsorship: Sponsor for a blue collar-worker fair in 4 different
industrial zones in Ho Chi Minh City and Ha Noi.

13. Celebrity Endorsement:
Hoai Linh (comedian)

14. Radio Show: “Lunch, Laugh, Break”
Main content:
Part 1: Share and Connect:
• Listeners make a phone call to tell a fun and meaningful stories;
• Leave a message/a song to a friends;
• Provide their contacts to make new friends with other people.
Part 2: Story of new week
• Professional comedians will tell a comedy story with a lesson
implied.

15. TV Show: “It’s Time for a Comma”
Theme:
• Pause to see how beautiful the life is;
• Show how people find simple happiness.
Main content:
 The audience write letters to tell their stories, then the best of
each week will be chosen for production;
 MC (Hoai Linh) will come to characters’ houses and share the
story with them;
 Valuable gifts of Miliket will be dedicated to participants at the
end of the TV Show.

16. Miliket Blue-collar Worker Fair
Main content:
• Sponsor for trading fairs with high quality products for blue-
collar workers;
• A variety of games during the day;
• Free music show in the evening;
• Lucky draws with valuable gifts from Miliket.

17. Key Visual

18. TVC
Mood board:
 Online: http://www.pinterest.com/miliketnoodle/
 Offline:

19. TVC
http://youtu.be/WHt4jyuX1ss

20. TVC
Creative techniques:
• Demonstration: how people eat instant noodles and
enjoy break time together.
• Emotion transformation: the emotion transform from
tiredness of working to happiness to have a meal.
• Slice of life: the images of different ordinary people in
their actual life and work.

21. Timing of Deliverables:
No. Time Activity
1 July 2015 Starting to air the TVC and other promotional materials (print
ads, billboards, posters and standees).
2 August 2015 Launching TV show and radio show
3 September 2015 Sales promotion on Mid-autumn festival
4 October 2015 Miliket Blue-collar Worker Fair in Ho Chi Minh City
5 November 2015 Miliket Blue-collar Worker Fair in Ha Noi
6 December 2015 Sales promotion on Christmas

22. Media Plan:
• “Lunch, Laugh, Break” radio show:
12:30 pm every Monday on VOV3 (Entertainment radio channel)
• “It’s Time for a Comma” TV show:
 VTV3: 7:50 pm (after news show) on Saturday;
 HTV7: 8:50 pm (after night film) on Sunday;
 H1: 9:50 pm (after night film) on Sunday.
• Miliket Blue-collar Worker Fair:
 Ho Chi Minh City: Song Than (11 Oct.) & Linh Trung Industrial
Zone (18 Oct.);
 Ha Noi: Noi Bai (8 Nov.) & North Thang Long Industrial Zone
(15 Nov.).

23. Media Plan:

25. Budget:
• Agency service fee: $8,400 (12% of the total budget)
• Media budget:
• ATL: $30,000
• BTL: $30,000
• Production budget: $10,000
• Total budget: $ 78,400

26. References
Education News, 2013, “The legend of Miliket Instant Noodles: 30 years with two shrimps”, Education News, 12
August, viewed on 9 August 2014, <http://giaoduc.net.vn/Kinh-te/Thi-truong/Su-tich-mi-tom-Miliket-30-nam-
van-chi-2-con-tom-post125938.gd>.
Le, T 2014, ‘Could Miliket recover and regain the title “King of instant noodles’, Law Life, 1 April, viewed 9
August 2014, <http://www.doisongphapluat.com/kinh-doanh/doanh-nghiep/lieu-miliket-co-hoi-sinh-va-lay-lai-
danh-hieu-vua-my-tom-a29495.html>.
Miliket - Colusa, 2014, ‘Overview Miliket’, Miliket - Colusa, viewed on 9 August 2014,
<http://comifood.com/home/?knid=news_category&name=&cateID=329&nid=1741#check>.
Wells, W, Spence-Stone, R, Moriarty, S & Burnett, J 2008, Advertising: principles and practice, Australian edn.,
Pearson Education, Australia.
Vietnam News, 2014, ‘Instant noodles market grows despite increased competition’, Vietnam News, 5 July,
viewed on 9 August 2014, <http://vietnamnews.vn/economy/257084/instant-noodles-market-grows-despite-
increased-competition.html>.
Vietnam News, 2014 “The billion-dollars fight of instant noodle”, vietnam.net, July 2nd, viewed on 9 August
2014, http://vietnamnet.vn/vn/kinh-te/183841/cuoc-chien-ty-do-cua-nhung-goi-my-tom.html
Zing News, 2013, “Miliket instant noodles exist silently”, Zing News, 29 April, viewed August 9th 2014,
<http://news.zing.vn/My-tom-Miliket-am-tham-ton-tai-post316972.html>.