KITKID

Kitchen cleaning
Lec tu rer : Ng u y e n T h i Th u Hi en

MEMBER

Hoàng Thị Thanh Thư - DS170004

Nguyễn Bảo Phúc - DE170419
Nguyễn Trần Minh Đạt - DS170190
Đặng Ngô Bảo Ngọc - DS170078
Trần Quang Tiến Đạt - DS170090

Group 6
TABLE OF CONTENT

I, PRODUCT OVERVIEW II. EXTERNAL ANALYSIS

• COMPANY 1: CUSTOMERS
• PRODUCT 2: Competitors
• INGREDIENTS, USES, AND PRICE. 3: Economy
4: Market segmentation
5: Product positioning

III. IMC STRATEGIES IV. BUDGET AND TIMELINE SETTING

1. INSIGN, MESSAGE
1. TIMELINE
2. Campaign Objective
2. Budget
3. Integrated Marketing Communication (IMC)

V. PREDICT RISKS VI. APPENDIX

I, Product
Key Activities A. Company KITKID
Overview

We do not select ourselves

in a typical purveying
detergent product company

Our vision is to bring customers

a minimalist lifestyle.
 B. Product

1. The difference between compact kitchen

effervescent tablets with other types of kitchen
washing spray.

• Convenience, compactness, suitability for

traveling and camping as well as its ability to
save space in the kitchen

• Doesn't require plastic bottles like most

cleaning products on the market
C. INGREDIENTS, USES
AND PRICE.
Ingredients: essential oils, washing soda, cleaning vinegar,...

1. Prepare a spray bottle

300ml fill by clean 2. Drop the tablets into
water. the bottle.
HOW
TO
USE
3. Waiting for 1 mins. 4. Shake it off and use.
Price
II. EXTERNAL ANALYSIS

C ustome r s

C ompe t i t or s Econ omy

D emo g rap hic Produc t

a n alysis posi ti oni n g

K IT KI D
CUSTOMERS
• Age: 26 - 55
• Gender: 80% female - 20% male
Homeowner/Housewife
• Location: Resident of a large city

Restaurants/Dining

CUSTOMERS People who care about

the environment

Consumers with
special requirements

K IT KI D
COMPETITORS

K IT KI D
ECONOMY

• Vietnam has opened its market, attracting

foreign direct investment (FDI)

• The economy still faces several formulas,

including the quality and competitiveness
of domestic enterprises.

• In general, Vietnam's market economy has

made significant progress over the years
and continues to open up and integrate
with the global economy.
 K I D
E T K I T
R K
M A D
T K I
K I

IO N K
AT K IT
E N T
E G M
S
PRODUCT POSITIONING
• After 6 months of opening for sale, KitKid
has received a large number of good
reviews from customers and is based on its
unique and outstanding features.

• The distribution form of KitKid is very

diverse, easy to buy, and easy to use, you
can buy KitKid anywhere from the city to
the countryside, from wholesalers to retail
stores.

In addition, KitKid is also sold on websites and

online shopping sites such as Tiki, Shoppe,
Lazada ...
III. IMC STRATEGIES

Insign, message

Campaign
IMC
Objective

A ds IA SM PS PR
INSIGN, MESSAGE

Key words: "Companion"

“Cleaning the house is a shared responsibility between you, your husband, your kids, and us.
Nobody has a duty to do it alone, nor is it a hardship. We are eager to travel with millions of
Vietnamese families as they work to preserve and safeguard their homes. It has never been so
simple to clean.”
 CAMPAIGN
OBJECTIVE

G e n e ra l m a rke ting goa ls Sp e c i fi c g oa l s fo r

n e w p ro d uc t s

I n c re a s e bra n d a w a re n ess I n c re a se 25% o f sa l es

I n c re a se 20% a w a re n ess
Bu i l d i n g t r u s t a n d c re di bi l i t y
a bo u t n ew produ c t s

Bu ildin g relation sh ips

I n c rea s e i n terac t i on a n d en ga g em en t
w it h cu stom er s
IMC
ADVERTISING

• Pl ac e of perf orman c e
rd

Le
oa

afl

• Fre qu en c y
llb

ets
Bi

• Reason s f or c h oosi n g
T VC
INTERNET ADVERTISING
• One of the types of advertising that cannot be
ignored is Internet advertising. Focusing
advertising on platforms like Facebook,
TikTok, Shopee, Tiki,... is an indispensable
part of this campaign.

• Thanks to advertising on social media

platforms, KitKid's brand awareness and
product positioning have increased
significantly.
SALES PROMOTION AND DIRECT MARKETING

Type of Sales Promotion / Direct Marketing

Coupon
S w e e p s t a ke s

D oo r t o d o o r
Type of Sales Promotion / Direct The reason for choosing and how to
Place of performance Frequency
Marketing do itit

- Reason for implementation:

Different customers have different
buying preferences, so it makes sense
that offering coupons based on their
preferences and needs should also be
varied and different and it will attract
1 day in 1 month and active for 2
Coupon At store a large number of customers and turn
consecutive months
them into loyal customers. It is
expected to reach 1,5 million people.
- How to do it: Promotion: 10%-30%
off the total bill on the day of the
month month
Type of Sales Promotion / Direct The reason for choosing and how to
Place of performance Frequency
Marketing do itit

- Reason for choosing: Customers

may obtain information and place
orders whenever they want on
applications and websites KITKID.
Apply for some big holidays of the The expected audience size is 2
Door to door Store website
year. million it becomes an even more
attractive platform.
- How to do it: customers who buy
from the website KITKID will get
free shipping with their purchase.
Type of Sales Promotion / Direct The reason for choosing and how to
Place of performance Frequency
Marketing do itit

- Reason for choosing: Integrating

sweepstakes promotions into
KITKID's marketing plan.
Sweepstakes, contests, and
giveaways for KITKID to increase
Apply for the third Friday of the sales, increase brand awareness and
Sweepstakes At store
month or holidays of the year. drive customer loyalty.
store with an invoice of over 300,000
VND, customers will be able to
participate in a lucky draw.
PERSONAL SELLING

Step 1

Do a survey about
customer needs, reviews,
experience, and demand

Step 3 Step 2

Actively interact Build a group of

with large funny customers who have
content pages the same insight
ck your spending
 Step 1 Step 2 Step 3

data and connections Customer trust Greater adaptability

two-way communication Personalised solutions Brand image
Instant feedback
 PUBLIC RELATIONS

Type of Public Place of

Frequency The reason for choosing
relations/publicity performance
and how to do it

Reason for choice: Give the gift

of cleaning effervescent tablets
and organize events, contests,
and activities for groups and
families. By giving away goods
Once a month and as long as the to encourage others to sample
Outdoor game activities Park 2/9
company's campaign the company's products, this
creates a playground for
individuals and families as well
as a way to advertise products.
 PUBLIC RELATIONS

Type of Public Place of

Frequency The reason for choosing
relations/publicity performance
and how to do it

How to do it:
• Plan out which games will
be played throughout the
activity. Give top priority to
creating family-friendly
games in which
grandparents, parents, and
kids may all play together.
• Make media contacts to
request coverage of the
event.
 PUBLIC RELATIONS

Type of Public Place of

Frequency The reason for choosing
relations/publicity performance
and how to do it

• Prepare kitchen cleaning

effervescent tablets as gifts
for players that are firm
items.
• Open a few booths close to
the gaming area so interested
parties can stop by and
browse the merchandise
BUDGET AND TIMELINE SETTING

Timeline
 BUDGET
Type of marketing VND Proportion

Advertising 295.800.000 45.1%

Internet advertising 168.000.000 25.6%

Sales Promotion + Direct

62.200.000 9.5%
marketing

Personal selling 52.000.000 7.9%

Publicity 78.000.000 11.9%

Total 656.000.000 100%

Predict Risk
Budget constraints

Lack of resources

Competition

Changing consumer behaviour

Develop Mitigation Strategies

1 2

Running a employ service-

crowdfunding oriented
campaign businesses

3 4

Applying
warm and
technology tools
welcoming
( AMIS CRM,
workplace
SEMRUSH,... )
THANK
YOU