Download - Miliket Presentation (Final)
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Miliket Relaunching campaign
GRAP2412/G2: Practice & Theory of CreativityGroup F: Huynh Ngoc Chinh S3479803 Ho Gia Hoang S3466586 Truong Quynh Nhu S3480031 Pham Hong Nhat Yen Vi S3425539
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Fantastic Four Agency
Account executive Copywriter Art Director
Creative Director
Nhu Hoang Vi Chinh
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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)
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Client Background:Market insights:
Vietnam ranked No. 4 in world’s consuming noodle listIn 2009: 4.3 billion packagesIn 2012: 5.1 billion packages
(Zing News, 2013)
Competitors:
3,500 VND 3,000 VND 2,300 VND 3,300 VND(Vietnamnet, 2014)
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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)
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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
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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.
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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
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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
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Big Idea:Theme:
Slogan:
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Deliverables
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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.
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Celebrity Endorsement:
Hoai Linh (comedian)
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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.
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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.
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Miliket Blue-collar Worker FairMain 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.
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Key Visual
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TVCMood board:Online: http://www.pinterest.com/miliketnoodle/Offline:
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TVC
http://youtu.be/WHt4jyuX1ss
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TVCCreative 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.
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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
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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.).
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Media Plan:
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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
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ReferencesEducation 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>.
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