Hanoi National University, VietnamTroy University

MarketingAdvertising

MKT 362

Advertising Plan

Ajinomoto Vietnam CompanyBirdy Canned Coffee Product

Instructor: Dr. Pham Thi PhuongGroup 5: Nguyen Thi Ly- 9B

Truong Thi Hai Yen-9B

Nguyen Huyen Trang-9C

Nguyen Thu Trang- 10A

Hanoi, 25 December 2013

Contents

I. Situation

Analysis:

A. Company History

B. Product Evaluation

C. Consumer Evaluation

D. Competitor Evaluation

II. Marketing Goals: A. Short Term

B. Long Term

III. Budget: A. Breakdown of Budget

Allocation

IV. Advertising

Recommendations:

A. Target Market

B. Advertising Objectives

C. Creative Strategy

D. Executions

V. Media

Recommendations:

A. Media Objectives

B. Media Strategy

C. Media Schedule

VI. Integrated

Marketing

Recommendations:

A. Sales Promotion

B. Public relations

Recommendations

VII. Conclusion

Today, coffee is the preferred beverage in Vietnam,

especially dissolvent coffee is growing strongly

because of its usability. With vibrant rhythms create

favorable conditions for the kind of instant drink

products, handy development. So, coffee cans appear and

imported into Vietnam.

I. Situation analysisA.Company history

Birdy is the coffee products of Ajinomoto Corporation

of Japan which was distributed in Vietnam. It is

produced from Calpis Corporation in Thailand.

Ajinomoto Vietnam established since 1991 was a company

with 100% foreign capital of Ajinomoto Corporation of

Japan with the initial investment worth over 8 million

dollars.

Up to now, Ajinomoto has become one of the largest

companies specializing in providing essential goods for

domestic and functional products. In 2008, the company

has released a new product that was Birdy canned coffee

growing in early 2010.

Birdy canned coffee was put on the market as innovative

coffee products in the country.

Ajinomoto has a diversified product portfolio, rich, in

which, company pay special attention for developing

product of Birdy canned coffee, a unique product linked

by Ajinomoto and Calpis Corporation. This product is

suitable for fast lifestyle of young people because of

the new and strange enjoying immediately style, so it

is very potential.

Birdy Coffee is the first coffee cans in Vietnam. It is

produced according to advanced technology from Japan;

helps keep the flavor of Robusta coffee beans and fresh

milk with a mild sweetness. Birdy canned coffee is a

high quality product and quality standards of food

hygiene and safety, it has the content of caffeine

equal to the coffee filter. Products with eye-catching

design, compact, convenient for carrying out to use.

The company started with two flavors: high-grade black

and milk coffee and now the company has already

produced more type’s taste of coffee like: Robusta,

rich and smooth, classic.

B.Product evaluation

1. SWOT analysis.

Strength:

- Birdy bring unique flavor of Robusta coffee.

- It is packed in cans, turn the lid handy, enjoy

fast, suitable for the youth.

- Manufactured with advanced technology from Japan,

high quality, hygiene and food safety.

- Having an extensive distribution system.

- There are large financial potential.

Weakness:

- Not suitable for human who accustomed to enjoying

traditional coffee.

- Due to the production of pure coffee, so it can be

sedimentary.

- Birdy is a new brand, therefore, it is still young

in the coffee industry.

Opportunity:

- The rhythm of living is more and more vibrant with

strong growth trends of society.

Threats:

- The growth of the large coffee brands in Vietnam.

- Be the initial step for penetrating the market, it

was subjected to fierce competition between coffee

processing companies.

2. Product Differentiation

Birdy is canned coffee products of modern style that

are made from commercial grade coffee beans. This is

high quality products and hygiene which are

manufactured under advanced technology from Japan,

and was produced at the plant Calpis Ajinomoto

Beverage, Thailand. In Thailand, Birdy canned coffee

distributed by Ajinomoto Company is number one of

brand canned coffee which has nearly 20 years.

Birdy canned coffee is the type of coffee that gives

unique blend taste of top quality of Robusta coffee

beans and light sweet taste. With the main ingredient

is the Robusta coffee beans that were selected

carefully, Birdy canned coffee also will give

customers a new taste coffee with the subtle sweet

taste which is suitable for Vietnamese.

Birdy is a type of instant coffee that is packed in

cans, snap the lid handy. The customers can drink

directly, without preparation, instant euphoria,

brings endless inspiration everywhere.

3. Branding strategy

Coffee market in our country is becoming more

vibrant, coffee companies not only compete with each

other in terms of brands but also compete in terms of

quality. Birdy canned coffee can be considered “new

member” in the country's coffee industry. Therefore,

the creation of the brand and positioning the brand

in the minds of consumers is extremely important to

the company.

If companies want to survive and grow, the company's

executives must have a suitable marketing strategy

for companies to be competitive in the market,

especially for a product like Birdy canned coffee:

quality, production, product designs, an exterior,

etc.

Existing between market turbulence as well as

competing from rivals such as Trung Nguyen coffee,

Nescafe, G7 coffee, etc., Ajinomoto Vietnam has

considered product quality as key issues .

With the mission " Bringing Vietnam consumers a

healthy and happy life “, the company has continually

invested equipment, modern and advanced technology of

Japan, apply quality management procedures ISO

9001:2004. In addition, the company has also

developed and applied the system control risk for

food safety (HACCP) , and observing strictly the

quality standards that Ajinomoto Group has set. For

this reason, the products were offered on the market

that ensure with the highest quality.

Currently, Birdy canned coffee products are available

in more than 16,000 stores in Ho Chi Minh City, Hanoi

and surrounding areas. Also, Birdy canned coffee also

appears at beverage vending machines automatically in

HCMC.

C. Consumer Evaluation

Based on the results of SWOT analysis and strategic

proposes, the plan that companies chosen is: "To develop

new markets with existing products."

Market segmentation:

The main target customers are officers, drivers ..., age

of 25 to 45 years old, work requirements need alertness,

little spare time.

Business areas:

Target market is the large city such as Hanoi, Ho Chi

Minh City, Da Nang, etc; the provincial economy is

relatively developed in the country.

Products available are:

Robusta

Rich and smooth

Pure black

Classic

Milky coffee

D. Competitor Evaluation The direct competitor of Birdy canned coffee is

Vinamilk coffee. As with Ajinomoto, Vinamilk coffee

have also launched a product of coffee cans in Vietnam

market.

Competitors of level 2 is Nescafe, Trung Nguyen

coffee... the firms are the same sector of coffee in

Vietnam, but there are no coffee cans products but

customers also have more options for products filter

coffee and instant coffee of these brands.

1. Vinamilk coffee

Strength:

It has produced coffee cans. With the own secret

personal flavor that help keep it’s as

traditional filter coffee in Vietnam.

There are wide system distribution channel by

milk products of Vinamilk that have built in

Vietnam market.

Weakness:

It has already got into the coffee industry;

financial strength is weak, even less

competitive.

Due to the key sectors of Vinamilk is milk

production and human resources and the

investment in the coffee industry is dominated.

2. Trung Nguyen coffee.

Strength:

Trung Nguyen Coffee has 10 years of experience

in the industry, with products filter coffee and

instant coffee which has a place in customers'

hearts.

There is the 2nd largest market, accounting for

about 37% in Vietnam, have strong financial

potential.

Is the product of a domestic corporation,

created by Vietnamese? Therefore, it is be

interested and favored by government and

consumers preference. Source materials are

provided immediately in the country to save

production costs.

Weakness:

On the market, Trung Nguyen Coffee has not

produced coffee can products.

3. Nescafe

Strength:

Having 70 years of experience in the coffee

industry, is a famous brand in the world.

Nescafe has the largest market share of 40% in

Vietnam, have abundant financial resources,

powerful marketing operations.

Products are rich and diverse.

Weakness:

In 2009, Nescafe has showed the coffee canned

products to the market that were manufactured in

Vietnam firstly, but the products are still

relatively new to the consumers and in the market

of coffee industry.

II. Marketing GoalsA. Short Term:

Currently, the company is receiving distributions from

Calpis Group in Thailand

The company distributed through existing distribution

channels of the company Ajinomoto Vietnam with 19,000

agents nationwide.

Pricing policy:

Current Retail Price: 9,000 VND / cans (170ml

capacity), 54.000VND / 6 cans in a bags.

Ajinomoto Vietnam Corporation distributes the coffee

cans product through 2 types of distribution:

Type 1: Ajinomoto Vietnam distributors - agents -

retail stores.

Company discounts 5% for distribution agents and

10% for retail stores.

Type 2: The distributor - retail stores.

Company discounts for retail stores is 12%

The market demand is always researched and developed by

Ajinomoto Company. For each product, at different

stages, the company has its own strategy for each

product and Birdy coffee is also not an exception.

Birdy has gradually become more familiar with domestic

customers, the main objectives will be:

Building image and qualitative brand on the

market.

Maintaining market share and loyal customer base

current.

Efforts to exploit other market segments, trying

to expand market share.

Last 6 months in 2013:

According to recent studies, soluble coffee market

accounts for 1/3 of coffee production but consumption

growth rate is very high (20% -25% / year). Besides, to

ensure target for satisfying the demand of market,

community needs as well as internal business needs, the

company will focus on increasing revenue and profit before

tax by increasing their level of known brand and market

share. Specific numbers are given below:

Sales: 20,250,000 (products)

Revenue: 125,000,000,000 VND

Market share: 5% of the total market share of soluble

coffee in Vietnam

Identifiable Product level: 40% quantity of target

customers.

2014 – 2015:

Sales: 25,000,000 (products)

Revenue: 150,000,000,000 VND

Market share: 8% of the total market share of soluble

coffee in Vietnam.

Identifiable Product level: 50% quantity of target

customers.

B. Long Term :

Need to improve technology to satisfy the demand of

customers and compete with opponents in and outside

the industry.

Need to change the design of product to meet the

characteristics and predilection of customers.

Activities of marketing need to emphasize the issue

of product safety and quality products.

Need recycled effectively soft drink cans.

Need to look for the new source materials to help

it operate efficiently, save production cost.

Promoting production, step up the communication

activities, popularizing brand, diversifying

product to attract clients before the threat of

other competitive companies and expanding the

markets.

III. Budget

Breakdown of Budget Allocation:

Magazine: 70.000.000 VND

TV: 200.000.000 VND

Newspaper: 50.000.000 VND

Radio: 90.000.000 VND

Sales Promotion: 150.000.000 VND

IV. ADVERTISING RECOMMENDATION

A.Target market.1. Demographic Profile: Birdy coffee product is created

to serve students and the officer or trunk driver

(age from 20-35, basic income), are the ones under

pressure with work, learning every day and need a

period continuing awake to work more efficiently.

It also targets at colleges, universities, homes,

restaurants, supermarket and stores

2. Psychographic characteristic:

a. Examples of psychographics:

Activitie

s

Can coffee suitable for outdoor activity,

easy to carry on. Or fit with who are too

busy to make a coffee.Interests Birdy target who care about the convenient,

quick and cheap ( 7000VND/ can and

42.000VND/ 6 pack cans) products in that

form of takeaway can coffeeOpinion In the bustling life, industrialized as

today many people do not have time to sit in

front of the alley or front offices at the

familiar coffee shop to enjoy hot coffee cup

... This coffee will help them.Lifestyle Coffee drinking has become routine of

Vietnamese in recent era. People drink at

the morning, the evening, on breakfast,

after dinner and especially when they stress

out or sleepy and so onUsage

style

Daily or weekly

b. Identify :

- Vietnam is a country with a young population

structure. People at group age 20-35 are high; the

majority is student, staff, and worker.

- Choosing that age group because: Each Vietnamese

consume average of 1, 07 kg coffees/ year

following statistics. They are people have to work

with high pressure, and coffee is a stimulant also

help people get the feeling excited and create a

start for a new day to work with a cheery mind and

mental alertness. Beside that when they don’t have

time to make a traditional coffee, Birdy will help

them safe time and safe money also, just 7000 VND/

per can 170 ml. There are too type for customer

enjoy: black coffee and milk coffee. So company

see that this age bracket have a lot of potential

to develop their product.

B.Advertising Objective: - Building on the market image

- Maintain the market share as well as the amount of

current loyal customers

- Attempts to exploit different market segmentation,

trying to expand market share

- Besides, to ensure a satisfying market demand as

well as internal business needs, the company will

focus on increasing sales and profits through the

level of brand recognition and market share. Here

are specific numbers :

Sales volume: 3,500,000 Product

Revenue: $ 5,000,000

Market share: 3% of the total coffee market

in Vietnam.

Product Awareness: 35% of target customers

C.Creative strategy- To create the stronger image of Birdy within

campaign, since its market launch in VN, coffee

Birdy always wanted to create vivid images in the

minds of the customers. That means that every time

you need to "wake in 3 seconds", they will think

about Birdy.

- To differentiate with other product, the main

ingredient is the Robusta coffee beans are

carefully selected, coffee cans Birdy will also

bring you a new taste of coffee with the subtle

sweet taste suitable for Vietnam. Birdy canned

coffee is 2 flavors for you to choose from: Birdy

Robusta coffee mix is made from premium milk blend

nicely between premium Robusta coffee and fresh

milk. Birdy Robusta coffee black senior brings

Robusta coffee taste richer as you expect.

Experience the unique flavor blend of Birdy to add

new creative inspiration.

- To raise consumer confidence towards Birdy as

coffee of mild flavor but very subtle. Core

benefits that products provide are the

convenience, modern in usage, unique flavor in

every drop of coffee blends and above all it suits

Vietnamese style, "pockets of Vietnamese ".

- To change the perspective of the public towards

Birdy just a normal instant coffee and never

overcome old traditional coffee. But it will be a

future product during the period of

industrialization, modernization in client mind.

- To increase the awareness of the public towards a

new method to manage their quality to achieve the

requirements quality of food hygiene and safety as

related to milk.

D.Executions:

Radio

scripts

Not using this method in the pass, but in

future, we will ads on FM and AM channel.

Because driver is listed on our target who

usually both driving and hear program on

radio, so promote on this media is suitable.Televisio

n

storyboar

ds

Consumer's Knowledge programs on TV, on the

advertising program VTV1, VTV2, broadcaster

VTV3 Vietnam, ad duration is about 1 minute,

in the first 3 months of the frequency of

occurrence of about 7-10 times / days, 3

months later would be 3-5 times / day ... The

program must carry a message advertising the

price and quality assurance to consumers. And

with stand-out characteristic of product is

“wake in 3 second” will repeat in all the ads

to remark with audientTheme

line,

Package

designs

Packing: using tin cans 3 pieces, capacity

170ml/can, 30 cans / carton, 12 month shelf

life for milk coffee and 18 months for black

coffee, use fresh milk and pure coffee with

mild sweetness.

Products with eye-catching design, compact,

convenient carryingBrochure

or

catalog

layouts

Promote usually on newspaper, magazine with

nice imagine of a celebrity drink Birdy to

attract reader, and essential short

information about benefit.Outdoor

board

designs

Design impressive beautiful logo , bearing

the company's message, hang in public places

such as offices, supermarkets, crowded street

crossing.

Ads

specialti

es

An organization exhibiting, introducing

products in supermarkets and large agents,

combines trial, game get reward to create the

attention of the consumer.

Also need to participate in the great fair of

quality and brands a to confirm the quality

and image of the company in the eyes of

customersSales

Promotion

ideas

Focus to promote and introduce the image at

the end of the month (when they get salary and

they often go to supermarkets, large

market ...) holidays, major events like the

World Cup, festivals ... targeted at customer

needs and ability to pay the highest.Internet

ads

Because major customers are office workers,

who have usually specific characteristic are

going online and discuss new products, good or

nice ... with colleagues. Therefore, The

company especially focuses on advertising and

marketing on the internet at web-site has many

visitors as dantri.com, Vietnam Net, fashion

magazine, lifestyle magazine.... So for 40% of

its marketing budget are spent for Internet

Ads (nearly a million dollars)

V. Media Recommendation

A. Media Objective1. Increase awareness and raise the consideration for the

client in communities.

Campaign Dates: December 1, 2013- June 30, 2014

2. Target Audience

Adults 20 – 30

Located in Ho Chi Minh, Ha Noi, Da Nang, Hai Phong, and

other big cities

3. Campaign goals

Reach target audience across a variety of digital

platforms

Use a variety of techniques to increase ad frequency

Run in conjunction with traditional media ads for a

fully integrated campaign

Use existing creative for easy recognition

B. Media StrategyThe target customer is all of people who have need to drink

and enjoy a coffee. Especially who has busy lives and need

to conscious but do not have time to make a cup of

traditional coffee.

These media strategies focus on young people with 20 to 30

ages such as students, officers, business, and taxi drivers.

Media Messages: the more growing social, the more busy life;

so let Birdy accompany you. "Café Birdy - ready in a snap."

Type Detail Price

1. VNExpress

online(interna

l page, not

home page)

Larger logo 1 with 350*250

pixels in group 3: video

sport, computer, scientific,

real estate, health, and

classified advertisements.

18

million/wee

k

2. Radio Focusing on the rush hours

(10h-12h) in VOV traffic in Ha

Noi Broadcast because there

are many people who are

officer, taxi or bus drivers

to listen this Broadcast.

Moreover, using the

advertising on Xone FM VOV 3

in part 2 (16h-19h) that is

broadcasted by many big city

in Viet Nam, especially in Ho

Chi Minh city.

The time advertising is

30seconds and during 5days/

week

14 million/

time

4 million/

time

3. Banners Hanging banner along the

staircase up at the

10 million/

week

supermarket as BigC and Co.op

Mart.

Hanging in public places such

as offices and some building.

4. PR Posting 2 articles PR on Zing

News (with 8 hours of work,

content writing no more than

1000 words) to confirm the

brand, increasing customer

confidence in product and

promoting the special event of

company.

4.500,000/

article

5. Outdoor - On Wednesday and Thursday,

using outdoor advertising at

university such as Ha Noi

National University and Ha Noi

University of Science

Technology.

- Focusing on 2 days of

weekend (Saturday and Sunday)

to PR for product at

supermarkets: Metro, Big C,

and Co.op Mart.

- Marketing at some big

groceries where have a lot of

people lived.

With 2 mains activities:

10 million/

place

- Introducing the product

directly to customer

- Giving trial product to

customer

C. Budget for Marketing AdvertisingEstimated budget for marketing activities as follows

Activities Million VND Marketing BudgetOutdoor + banners 135 35%Radio Broadcast 90 25%Researching market 45 10%Promoting for dealers 55 15%Advertising on Web+ PR 30 5%Other activities 45 10%Total 400 100%

VI. Integrated marketing

recommendationA.Sales promotion

1. Sales promotion objectives

- Increase sales

- Branding

- Stimulate consumption

- Attract more new customers

2. Sales promotion strategies

Changes in prices and payments condition:

- There will be promotion for customers who buys in

large quantities: discount 7% for a parcel 30 cans

and 10% for barrel 60 cans.

- Customers can pay directly by cash, ATM card of

purchase by phone or internet.

Skimming policy applies

- Focus to promote and promote the image in the end

of the month (when customers have salaries and

usually go to supermarket or large market),

holiday, major events like the World Cup… target

customers needs and have ability to pay.

B.Public relation recommendation1. Pubic relation objectives

- Confirmed images, brands on the market

- Maintain market share and loyal customers base

currently

- Efforts to exploit other market segments, trying

to expand market share

2. Public relation strategies

As an exemplary citizen of the society, see company

Ajinomoto Vietnam's social contribution activities

cannot be separated with the production business. In

the past year, the company regularly organizes

charity, helping disadvantaged across the country as

building house for the poor, building schools for

the students in the remote and mountainous areas.

3. Public relation execution

- In Tet holiday, company organize the program “

Ajinomoto cùng người nghèo đón Tết”, donated

items, old clothes and donate money to support the

poor, visit, chat with the orphans, elderly,

disabled people at the center of social

protection.

- Wishing contributes to bring the poor studious

students life-changing opportunities in the

learning path, scholarship fund “Ajinomoto-cho em

đến trường” by Ajinomoto Vietnam officially

established from 09/11/2004.

- In recent years, Ajinomoto Vietnam Co. has awarded

thousands scholarship, totaling billions of pupils

have difficulties in primary, lower secondary and

upper secondary in Dong Nai province, as well as

the central provinces and the Mekong delta with

thousands of other scholarships for students of

universities and colleges in the country. In

addition, company annually in collaboration with

the Women’s Union provinces to build hundreds of

shelters for women union members has difficult

circumstances.

VII. ConclusionsAfter through research, we come to the conclusion

that the marketing strategy of Birdy is working to

them and the product is gaining among the youth and

adult day by day.

Recommendations

After completing our project we have conclude some

recommendation for Birdy brand, which are following:

- Birdy brand should try to emphasis more on

providing their infrastructure in the market to

facilitate their customers.

- Need more coffee flavor, such as: strong coffee,

with more coffee in the components for the coffee

addicts

- Many people who drink Birdy say that the flavor of

black coffee is sour, and the coffee milk is too

sweet, so the producer should think again about

the components.

- In the competitive market with many famous coffee

brand, Birdy should has more activity program,

event to promote brand.

- Marketing team should try to increase the

availability of Birdy in rural areas.

- They should also focus on the old people.

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