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Plan Nutifood

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Submitted By nhoktapchat
Words 956
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Chiến dịch cải thiện

Vấn đề DINH DƯỠNG của trẻ em Việt Nam

STORM

Bối cảnh – Mục tiêu

OBJECTIVES
Marketing objective
Củng cố giá trị thương hiệu

1/3 trẻ em Việt Nam suy dịnh dưỡng

CHUYÊN GIA DINH DƯỠNG
Business objective
Tăng doanh số 30%

Communication objective
Đạt được nhận biết của

70%, sự tham

gia của >=10000 đối tượng mục tiêu,

Cốt lõi thương hiệu – đối thủ - chiến lược tiếp cận

Chuyên gia dinh dưỡng

Chiến lược
Sử dụng nền tảng chuyên gia

Mẹ có con 1-3 tuổi
Thu nhập BCD Chủ yếu sống ở những tp lớn

Tìm kiếm giải pháp dinh dưỡng hợp lí với người VIỆT NAM

Người bán sữa

Tiếp cận gần gũi

Sự thật ngầm hiểu

Con là một của mẹ

phần

Con của mẹ luôn là

nhất!
Có một người hùng trong mẹ.

Con là ước

mơ thành hình của mẹ.

Ý tưởng lớn

Grow Plus – Người nuôi những

ước mơ
Để Nutifood với nền

tảng

chuyên gia của mình định hướng. Trao hạt mầm của sự thay đổi vào tay những người mẹ,
Nutifood sẽ cùng họ chăm chút cho giấc mơ riêng, nuôi lớn

Ước mơ

chung của một đất nước tương lai

Insight Con là giấc mơ của mẹ

Brand Role Chuyên gia dinh dưỡng

Concept Big Idea Trigger

Chuyên gia giúp chăm chút ước mơ riêng, nuôi lớn ước mơ chung

Grow Plus+ – Người nuôi những ứơc mơ Engage
Grow Plus nuôi lớn ước mơ: định hướng, trao hạt giống của sự thay đổi cho mẹ
OOH Bilboard

Amplify
Lời hứa cho ước mơ bay cao

Nhận thức về những ước-mơchưa-đủ của mẹ

Câu chuyện về hi vọng, sự hi sinh của mẹ là chưa đủ

Mua sữa – nuôi lớn giấc mơ

PR

TV show

Promotion

Các chuyên gia Nutifood xuống vùng xa nghiên cứu – hướng dẫn – gieo hạt tương lai

Event

Lễ thả đèn: tổng kết chặng đường – quyết định hướng đi – thả đèn cho giấc mơ bay cao

TVC, print ads

360 degree

Event, PR

Consumer journey

P.1

P.2

P.3

Awareness

Understand

Retailer Push

Peer Pull

Society Pull

Nhận thức về giấc – mơ – chưa – đủ của mẹ

Objective: Empower the target – Show that it wasn’t enough – Address Grow Plus as the turning point

Teasing on Print Ads
Cô ấy mong con sẽ thành bác sĩ. Cô ấy hủy họai bàn tay thiếu nữ của mình cho bữa cơm của con. Nhưng vẫn không đủ…

Clarify on TVC

Grow Plus – Người nuôi những ước mơ

Hành trình nuôi lớn ước mơ

Objective: Push Sales – Make Change

Hãy cùng Grow

Plus nuôi lớn những ước mơ

Billboard: Để rỗng cái cây, 1 hộp sữa mua thêm là 1 cái đèn thả vào – tổng kết mỗi tuần (1 BB/1tp  5 BB)

Miễn dịch

Cân nặng

Chiều cao

Promotion: Retailers tặng mẹ túi giấy để cái cây bằng giấy bóng, Mua sữa  làm đầy lên

OOH: screen siêu thị chiếu report chương trình, poster giới thiệu tại điểm bán (khi cây BB đầy, 500 mẹ sẽ tìm ra giải pháp)

Hãy cùng Grow Plus nuôi lớn những giấc mơ

Objective: Make Change – Push sales

Các chuyên gia được đưa xuống 3 trọng điểm suy dinh dưỡng (Hà Giang (35%) , Kon Tum (40%), Bình Phước (30,2%). Hợp tác với hội phụ nữ để homestay tại nhà các mẹ địa phương. Sống gần gũi cùng các mẹ, nghiên cứu sinh họat của gia đình Tập hợp các mẹ để đưa lời khuyên dinh dưỡng hợp Tặng Grow Plus như hạt giống đầu tiên



Lời khuyên để ổn định cân nặng, tăng chiều cao, tăng cường hệ miễn dịch

Giữ liên lạc với các mẹ để giải đáp thắc mắc, phân phối nếu có nhu cầu

Hãy cùng Grow Plus nuôi lớn những giấc mơ

Objective: Make Change – Push sales

PR angles: hình ảnh chuyên gia gần gũi, niềm vui, lòng biết ơn chân thành của các mẹ, tips nuôi con đặc biệt

Phóng sự ngắn về hành trình trên Tv show, phỏng vấn chuyên gia

Lễ hội thả đèn – lời hứa tương lai

Objective: Sum up the journey – promise for the future

Địa điểm: NVHTN tpHCM TP: các mẹ từ 3 địa điểm đến cảm ơn chuyên gia, mở cửa tự do cho các mẹ ở tp có con 1-3 tuổi

Các bé mặc đồ chụp hình, chơi trò chơi theo nghề nghiệp.

Nutifood tổng kết hành trình. đưa lời hứa mở rộng chương trình ra 28 tỉnh, nghiên cứu sản phẩm dinh dưỡng cho người Việt Nam.
Mở 5 billboard ra, phát đèn cho người tham dự, mỗi người đốt và thả đèn lên trời – tượng trưng cho sứ mệnh chưa kết thúc – ước mơ bay cao

Recap
Insight Con là giấc mơ của mẹ Brand Role Chuyên gia dinh dưỡng

Big Idea
Trigger
Nhận thức về những ước-mơchưa-đủ của mẹ

Grow Plus – Người nuôi những ứơc mơ Engage
Hành trình cùng Grow Plus nuôi lớn ước mơ

Amplify
Lời hứa cho ước mơ bay cao

Proposition

Product

Placing
Make change and widen distribution in Rural areas Awake and draw people in Urban areas

Promotion

Packaging

Pricing
Tăng giá trị sản phẩm bằng cách add emotional value và quà tặng kèm

Nuôi lớn ứơc mơ

Giải pháp dinh dưỡng cho trẻ SDD

Đo lường hiệu quả - kiểm sóat rủi ro

Chi phí
(Estimated) 20 billion VND

Đo lường
Marketing objective
Khảo sát Brand Influence, số lượng người tham dự sự kiện

Rủi ro
Set up a risk management team, continuously evaluate performance and solve the problems

Business objective

Đo doanh số
Communication objective Đo KPI, tương tác qua các kênh thông tin

Thank you!

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