1. BACKGROUND

KINH DO GROUPS

- Kinh Do Corporation is Vietnam’s largest confectionary company by both sales and production

value.

- The company was founded in 1993 by a small group of entrepreneurs in Ho Chi Minh City,

Vietnam; beginning as a snack company.

- Starting with just 70 staff and a single product, we have grown to a total of 8,000 employees, with

over 300 distribution partners reaching 200.000 retail locations with 150 different products

domestically.

- Currently, the size of the Kinh Do has developed with 4 factories and 5 food companies in

Vietnam. The company owns strong distribution network of 300 distributors and 200,000 retail

outlets across the country and refrigerated distribution system through the largest cold storage

chain in Vietnam. In addition, the Kinhdo Product has penetrated and widely distributed to more

than 30 countries around the world : Japan, America, Australia, Singapore, Cambodia, Lao,

Myanmar, South Africa, China, Thailand, Korea, Taiwan….

1. BACKGROUND

Kinh Do Mooncakes

- Kinh Do Company joined market of

mooncake since 2002. And become

market leader in this market.

- Kinh Do Mooncake is the market

leader with over 76% market share.

(2014)

- Kinh Do Mooncake enjoys 100% total

brand awareness and 71% TOM (top of

mind) brand awareness.

Name: KinhDo Mooncakes

•Premium line: Trang Vang•Mainstream- classic line: Kinh Do•Organic line

PRODUCT

Package:

Fearure:

•Full range of selection•Happiness

1. BACKGROUND

PRODUCTPRICE

1. BACKGROUND

DISTRIBUTION CHANNELS

1. BACKGROUND

76% Market share (Kinhdo Mooncakes is the market leader )

Kinh Do Mooncake enjoys 100% total brand awareness and 71% TOM (top of mind) brand awareness

Core market: Vietnam

Export markets: Few countries including the United States and Cambodia.

MARKET CONTEXT

KĐMooncake contributed 17% to total revenue each year

Mid Autumn Season 2014, Kinh Do Company launched 2,800 tons of mooncake, an increase of over 15% compared to 2013.

MARKET SIZE

1. BACKGROUND

SEGMENTATION

TREND

Kinh Do has 2 brands Kinh Đô & Trăng Vàng with distinctive positioning.

Kinh Do: focus celebration (beside bonding) for the mass.

Trăng Vàng: focuses on luxury gifting for the upper class.

Purchase to eat -> to build the relationship

Seasonality: Mid-Autumn

COMPETITOR

KinhDo line : Hữu Nghị, Bibica, Đồng Khánh, Đức Phát …

Trăng Vàng line : Grival, Brodard, Phuc Long …

MARKET CONTEXT1. BACKGROUND

BEHAVIOR

ATTIUDE

• When: Eat, Gift

• Amount: full of range (usually 4p)

• Consumption occasion: More than 1 month before Mid Autumn

• Kinh do Mooncake is the 1st choice

• Brand reputation, product quality and especially the support of

consumers across the country for the Kinh Do mooncakes

BEHAVIOR & ATTITUDE1. BACKGROUND

BRAND POSITIONING1. BACKGROUND

TVC – 2008

BRAND COMMUNICATIONS1. BACKGROUND

TVC – 2011

BRAND COMMUNICATIONS1. BACKGROUND

BRAND COMMUNICATIONSTVC – 2012

TVC – 2013 & 2014

BRAND COMMUNICATIONS1. BACKGROUND

TVC – Trăng Vàng

BRAND COMMUNICATIONS1. BACKGROUND

Panel – Print Ad

Retail stores appear very much on the road

As well as the billboards for the KINH DO MOONCAKE

BRAND COMMUNICATIONS1. BACKGROUND

OPPORTUNITY/ CHALLENGE/ PROBLEM

OPPORTUNITIES IN 2013

•Premium segment (with the box) is growing dramatically

•Mid Autumn is not only the gifting occasion but also a

festival/celebration.PROBLEM

•Allthougth leading in the Northern market, Kinh Do is facing fierce

competition from traditional brands, namely Hữu Nghị, Bánh mứt kẹo

Hà Nội, Bibica, Long Đình and new modern bakery chain as Thu

Hương, Paris …

1. BACKGROUND

Objective - Kinh Do’s marketing objective is to grow the size of total market.“Kinh Do aims to grow the whole category by making Mid Autumn occasion bigger and more important as well as creating new needs.”- The source of business is both users and non-users.

Path to purchase

The buyers:Are same with the end-user: people who buy moon cake for their own consumption.Are different than the end-users: people who buy moon cake for their parents, bosses, friends, colleagues; business owners, admin managers or secretary who represent the companies buying moon cakes for business partners, staffs.

When people start realizing they need the category: over 1 month before Mid-Autumn festival.The steps people usually take to get the product:

To eat:Getting to the nearest kiosk in both modern trade and traditional tradeChoosing and purchasing moon cake

To gift:Having the need for up-coming Mid-Autumn festivalSearching online: find brands, find discount for large volume (in corporations, companies case), find features and ingredients in the moon cakePurchasing: get to the nearest kiosk in both modern trade and traditional trade (for individuals), buying online (for companies)Influencer: the receiver’s tasteNo final stepFamily members can share the act of consumption

2. CHECKLIST

Brand - What does the brand stand for ?! + TOM of customer for seasonality products - Mid-autume fes + Kinh Do's reputation about . Quality of the product especially Moon cake . Belieft . Safety- Are the current brand associations different than the intend ? + Star entering the premium segment

Product - What does the product do better than its competitor? + Variety of product with attracted name + Use the luxury ingredent to make moon cake for premium segment.

- How different is the product's price from competitor ?

+ Market mooncakes are not competing each other on price. They’re

same ! High discount , delivery, there are cans and bags full.

2. CHECKLIST

150 - 180 gr 210 - 250 gr Premium

Kinh Do 40 - 60k 60 - 150k 500 - 2tr2

Huu Nghi 40 - 60k 60 -90k 250 - 1tr8

Bibica 40 - 60k 70 - 130k 350 - 1tr7

Hanobaco 30 - 45k 45 - 90k 500 - 1tr5

Hai Ha 40 - 60k 60 - 90k 340 - 850

Product - Diverse models

Previous Communication

Has there been a consistent unifying theme or platform ?

-Yes: Kinh Do Mooncakes as gifts to share love and cherish each

other and enjoy the second festival Season in Year.

-Mid-Autumn - Festival of love.

Practicalities Budget : Not yet !

Campaign break : Jul 2013

2. CHECKLIST