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

Fantastic Four Agency

Account executive Copywriter Art Director

Creative Director

Nhu Hoang Vi Chinh

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)

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)

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)

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

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.

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

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

Big Idea:Theme:

Slogan:

Deliverables

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.

Celebrity Endorsement:

Hoai Linh (comedian)

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.

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.

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.

Key Visual

TVCMood board:Online: http://www.pinterest.com/miliketnoodle/Offline:

TVC

http://youtu.be/WHt4jyuX1ss

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.

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

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.).

Media Plan:

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

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>.