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Thai Thi Huong Giang Understanding Advertising MediaS 3117184 GRAP 24131

Royal Melbourne Institute of Technology,

Vietnam

GRAP2413 Understanding

Advertising Media

INSTRUCTOR: MsSUPANIDA CHANTARINGROUP 1

Main Assignment : Media Plan Stage 1Date: 18 November 2009

STUDENT: Thai Thi Huong Giang - s3117184

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Table of content

I. Background research and marketing situation analysis. 1

1. Product

..1

2. Marketing

mix..2

a. Price

b. Place

c. Promotion3. Target audience....

4

a. Demographic

b. Geographic

c. Psychographic

d. Motivate

4. Competitor

analysis..5

5. Marketing situation

analysis....6

Global Yoplait

Vietnam Milk market

6. Marketing objective & communication subjective..

..14

7. SWOT.

.14

II. Creative Concept......15

1. Key

messege15

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2. Key visual,,,

.15

3. Visual style..16

4. Tone of voice..

.16

5. Media..

.16

I. Background research and marketing situation analysis

1. Product:

Yoplait smoothie is a healthy refresher of the US and is purchased popularly because of

reasonable price and high quality. Yoplait smoothie will introduce 2 kinds of product in

Vietnam market

Yoplait smoothie frozen: unmixed smoothie. Its bag of fresh fruit and yogurt that

needs few more steps before use.

Yoplait smoothie: already mixed smoothie. Its ready for use.

a. Core benefit:

Yoplait smoothie brings a good health and beautiful skin for users that build up the

confidence in life and success in business

b. Quality:

All fresh ingredient

Nutrition product for both normal people and diet people

Good flavor

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c. Feature:

Completing more vitamin C for resistant strain Reinforcing more vitamin for skin,

Strengthening digestion system by adding more mineral

Many flavors: strawberry, triple berry, peach and banana.

Two kinds of choice including regular or light for diet and mixed and frozen.

d. Style and design

Fashionable and youthful cover

Two kinds of package including plastic bag or plastic bottle

e. Package:

Small and convenient

Eye catching with bright color

Useful information and fact nutrition on the package cover

f. Brand :

Yoplait is famous brand of yogurt and smoothie in the US

2. Marketing mix (The 4 P's of Marketing)

a. Price:

Yoplait is new brand in Vietnam market and its target group is big, so Yoplait concernsabout affordability of customers. Therefore, Yoplait tries to produce at least cost and set a

reasonable price for customers in order to increase number of sale and extent market share.

The price of Yoplait smoothie is set based on two kinds of feature:

Yoplait smoothie frozen in plastic bag: 18000 vnd/ bag

Yoplait smoothie in plastic bottle: 5000 vnd/ bottle (27000 vnd/ pack 6 bottles)

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The price is equivalent with the price of others competitive products to compete with them

in the market. Yoplait tries to bring imported quality with domestic price to the customers,

so the price of Yoplait is set up as cheap as possible.

b. Place:

Because Yoplait wants to give convenience to customers when buying Yoplait smoothie,

Yoplait has built a strong distribution system in Ho Chi Minh City and Cantho city. Yoplait

products will be distributed to dairy retailers, supermarkets, convenient stores, markets,

vending machines.

Its objective is to make sure that when customers need its products, they can find them easy

and fast. Locating vending machines in schools, offices and parks aims at providing the

best products for students, officers and others because they still have cold smoothies after

lunch without fridge.

c. Promotion:

To achieve the objectives in the current competitive dairy market, Yoplait needs following

the marketing communication mix which combining advertising, sale promotion, public

relation tools. Direct marketing and personal selling are not suitable for campaigns budget.

5

Yoplaitsmoothie

All targetcustomers

Officers &students

Dairyretailers

Vendingmachines

SupermarketConvenient

stores Markets


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Sale promotion: using trade objective approach to increase the number of

sale. For example: buy a pack of Yoplait smoothie (12 bottles), customers will get 1

free Yoplait smoothie bag. Public relation: using sponsorship approach to increase brand image and

awareness. Sponsorship for selected game shows and programs that catch attention of

target customers. Moreover, point of sale is a good approach by building the booths

giving samples in the supermarkets in order to increase awareness as well as speed up

purchasing power.

Advertising: strengthening advertising activity to reach the objectives.

However, it needs a careful and rational plan that maximum the effect and minimum

the cost to keep a stable and reasonable price.

Promotional product marketing: For new product that want to increase

brand awareness and brand recall, promotional product advertising is the best choice.

Coffee mug that can keep cool and hot drink (can use for travel) will be the gifts for

the customers who buy a given number of products. On the body of coffee mug will

be the product of slogan, logo and images. Customers can bring it along with them to

the offices, travel or picnic, etc, so the images on the coffee mug can be seen by many

people.

3. Target audience:

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Pie chart of segmentation by age

26%

22%

17%

15%

14%

6%


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and Can Tho is convinient for product distribution that save the cost in transporting goods.

http://www.pso.hochiminhcity.gov.vn/an_pham/dansotphcmqua2cuocdieutra1999_2004/thaptuoi

c. Psychographics

Target customers are busy people but they care about health and beauty. Target customers

are confident and active so they tend to use the products that keep them healthy, beautiful

and confident. However, they dont have much time for the foods that need plenty of time

to prepare and carry out. Thus, convinient healthy products are the things they are lookingfor.

d. Motivation:

Firstly, to be successful in work, it requires a good health. Secondly, beautiful skin and well

proportioned body bring confidence. These consequences will increase user rate of the

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http://www.pso.hochiminhcity.gov.vn/an_pham/dansotphcmqua2cuocdieutra1999_2004/thaptuoihttp://www.pso.hochiminhcity.gov.vn/an_pham/dansotphcmqua2cuocdieutra1999_2004/thaptuoihttp://www.pso.hochiminhcity.gov.vn/an_pham/dansotphcmqua2cuocdieutra1999_2004/thaptuoihttp://www.pso.hochiminhcity.gov.vn/an_pham/dansotphcmqua2cuocdieutra1999_2004/thaptuoi


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product.

4. Competitor analysisYoplait smoothie is the unique packed smoothie in Vietnam market, thus, Yoplait smoothie

doesnt have direct competitors. However, their big competitor is Yomost which is yogurt

drink product with youthful design and has same target customers. In addition, Yomost also

owns big marketshare and it is old brand in the market that is prestige and has good brand

loyalty.

5. Marketing situation analysis

Global Yoplait

According to Wiki, Yoplait is the second best selling brand in dairy products which is

owned by two French holdings, SODIAAL and PAI Management since 1965. In 1969,

Yoplait has the first franchise in Switzerland. Since then, Yoplait is presented in almost 50

countries in the world such as USA, Canada, Mexico, Korea and Portugal. In 2002,

SODIAAL, a group of dairy cooperatives, sold 50% of the firm to PAI Management, a

private equity fund. Yoplait US is popular; it's recognized through many communitys

activities.

a. Size & market share

According to Nestl LC1 (2005).

Within the industry of yogurt, there are many players in the market. The most dominant

brand name players inside the United States are Dannon, Stonyfield Farm, and Yoplait.

Yoplait belongs to General Mills Group, is the leading yogurt company in the United

States, owned 37% of the market share. Stonyfield Farm owns 6% of the market share, andDannon is right behind Yoplait taking 31% of the market share.

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Marketshare of yogurt in US

37%

31%

6%

26%Yoplait

Dannon

Stonyfield Fa

others

General Mills has six different strategic business units within their company. Lastly, the

yogurt division runs Yoplait, the number one yogurt within the industry and Colombo.

Yoplait has carried the company through some rough times within the last year. Thus,

Yoplait has become the star brand for General Mills, becoming the new core business for

the company.

In 2004, Yoplaits unit volume grew 10%, which is five times more then the Big G division,

who used to be General Mills core division

b. Sale history, cost and profit of Yoplait yogurt under General Mills Group.

According to General Mills posts top profits and positive outlook (2009) and GeneralMills profit jumps on strong demand (2009)

General Mills Group is the maker of Cheerios cereal and Yoplait yogurt. According to some

reports, Yoplait is a core division General Mill that help it rising the revenue. Its fiscal first-

quarter profit surged 51 percent on lower ingredient costs and strong demand for its

products. Annual net income edged up to $1.3 billion ($3.80 per share) from $1.29 billion

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($3.71 per share) in fiscal 2008. Annual sales climbed 8% to $14.69 billion from $13.65

billion.

The company earned $420.6 million ($1.25 per share) for the quarter, up from $278.5

million (79 cents per share), a year ago.

General Mills raised its 2010 adjusted profit to a range of $4.40 to $4.45 per share, up from

$4.20 to $4.25.

c. Use of advertising and creative strategies

Yoplait has mainly aimed their products specifically at women, children, and dieters

with inovative and diverse products. Yoplait, for the most part, focuses on health to

appeal to their consumers, and has been successful at it.

Yoplait Healthy Heart was introduced in February of 2005 during womens heart

health month. Since then, Yoplait build up all their concepts that stick with the idea of

peoples healthy life (its benefit)

Yoplait offers their customers a way to live a healthier lifestyle through their

products. Yoplait is the leading brand, which has the largest amount of Vitamin D

offerings in their yogurt compared to any other yogurt brand. They also offer ways to

lose weight, the lower your cholesterol, and how to keep your heart healthy.

Moreover, Yoplait has effectively positioned their products as being portable and

convenient, having a number of different health benefits, and the flexibility to eat

yogurt any time of the day.

Recently, they are launching the campaign Save lids to save live which donate at

least $50,000 to The Celebrating Life Foundation, a leading foundation in promoting

breast cancer. Using pink lid implying breast cancer and image of the women lickingand giving the lid after use the products are the key visual of the advertising for the

capaign.

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TVC (Breast cancer campaign)

Print ad (Breast cancer campaign)

Because Yoplait is too familiar with people through many community activities, therefore,

most of Yoplait advertisings are simple just to remind about the brand with funny and

entertaining tone as well as its aim (peoples healthy lives). Normally, they are full page

colorful ad, showing young and dynamic people either enjoying outdoor activities or

playing sports.

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Moreover, Yoplait builds up a website (www.yoplait.com) which provides detailed

information of Yoplait products such as kinds of product, available flavours, nutrition fact

and healthy recipes as well as the commercials on television.

d. Media plan, media stratgies and competitive media expenditure

Yoplait as well as other competitors use TVC, newspaper, OOH magazine and website toattract customers. However, Yoplait focuses on TVC and internet which help them provide

more information to customers.

As the famous brand on the market, Yoplait doesnt have to spend too much budget for

advertising. They just make rational media plans to keep brand recall and brand loyalty.

The frequence of Yoplait advertising is average. Thus, cost of production reduced that leads

to competitive price for Yoplait.

They spend a lot of budget for PR activities which participates many community activities,

especially the capaigns of breast cancer. This strategy brings brand image and reputation

for Yoplait.

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http://www.yoplait.com/http://www.yoplait.com/


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Vietnam milk market

Vietnam milk industry is a young business that has developed for about 20 years. Thus,

Vietnam milk market seems to be a potential market in the future. Nowadays, market of

milk industry is very simple that doesnt have separate markets for different category of

milk products such as fresh/sterilized milk, yoghurt for eating and yoghurt for drinking,

powder milk, and condensed milk. Moreover, milk market is oligopoly market in which a

market is dominated by a small number of firms which own more than 40% of the market

share. In the market, fresh milk and powder milk are the main products that develop

strongest whereas yogurt is still in the beginning steps with less diverse of products even

the rate of yogurt consumer is high.

a. Size and market share of other competitors

35%

24%

22%

19% Vinamilk

Dutch Lady

Imported milk

(MeadJ ohnson, Abbot

Nestle

Others (Hanoimilk,

Nutifood)

Milk Market share in Vietnam (http://forum.sanotc.com/ViewTopic.aspx?hl=vi&id=14625)

Vietnam milk market is potential market for both current brands and new brands.

According to the article Ngnh sa Vit Nam trong nhng nm qua lun duy tr c tc

tng trng nhanh v t sut li nhun cao (2009) milk market will develop strongly

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http://forum.sanotc.com/ViewTopic.aspx?hl=vi&id=14625http://forum.sanotc.com/ViewTopic.aspx?hl=vi&id=14625http://forum.sanotc.com/ViewTopic.aspx?hl=vi&id=14625http://forum.sanotc.com/ViewTopic.aspx?hl=vi&id=14625


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because milk consumption per capita of Vietnam is currently still low. Average milk

consumption in Vietnam reached only about 11.2 kg per year, lower than the standard of

Europe countries. In the coming years, the milk market is predicted to be still eventful dueto the rising demand of milk product in rural market and increasingly fierce competitions

between producing and trading milk enterprises. (VIETNAM MILK SECTOR IN THE

FIRST QUARTER 2009, 2009) A representative of the Netherlands-based Dutch Lady

Vietnam Company said Vietnam's dairy market is becoming increasingly competitive, said

these brand are increasing the quality of materials to quality of end product incessantly

(Dairy producers try to milk market share, 2006)

According to Webmaster (2009) 55% of households have family asked that chose to useFresh Milk - UHT most often. Eat yogurt and milk powder for children turn up rate was

19.9% and 11.9%.

Vinamilk and Dutch Lady are the two biggest milk companies in Vietnam that presently

own the 60% market share. 22% of the market is owned by imported products from many

different companies which powder milk is the main product. Vinamilk and Dutch Lady also

own about 72% market share of fresh milk and almost 100% market share of condensed

milk. (Ngnh sa Vit Nam trong nhng nm qua lun duy tr c tc tng trng

nhanh v t sut li nhun cao, 2009)

Vinamilk is the biggest Vietnamese milk company in Vietnam, owned 35% market share. It

belongs to top ten of the best brand in Vietnam with many rewards and certifications. Based

on the statistic of Development Program United Nations, Vinamilk is 15th largest company

in Vietnam in 2007. Its distribution and retailer system develop widely with 183 distributor

and 94000 retails that spread 64 provinces of country. Furthermore, some products of

Vinamilk are exported to foreign countries such as USA, France, Canada, Poland,

Germany, Middle East and South East Asia.

Dutch Lady is the Joint Venture with Netherlands that has operated 15 years in Vietnam

milk market. Dutch Lady is the second biggest milk company in Vietnam with owning 24%

market share. It also belongs to top ten of the best brand in Vietnam.

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b. Public trend

Because average income of Vietnamese people is still low, so people normally

prefer the domestic product because of cheap price. However, after series of harmful substances in milk, customers become fastidious in

choosing milk product. Hence, customers not only concern about price but also the

quality.

Fresh milk and yogurt is beloved by housewives as well as people from different

ranges of age. They are promising product that will develop strong in the future.

(webmaster, 2009)

c. Milk market potentiality and barrier

Issues about food safety continue happen in different sides.

Its hard to re create the belief in customer for the current brands and build up the

belief in customers for new brands.

Milk price, especial imported milk is higher than original price because products are

imported through other companies who take advantage on by increase the price. Thus,

number of sale of these products might reduce. (V sao gi sa Vit Nam cao nhtth gii?, 2009)

Worries of customers about milk and dairy products after a mass of harmful

substance in milk affected to number of sale of domestic brand as well as foreign

brand. After the crisis, milk market is restoring but it still meet some new barriers

Reducing taxes on imported dairy policy tariff reductions in Vietnam when

Current commitments CEPT / AFTA and ASEAN's commitment to the World Trade

Organization WTO

Well known brand built the factory & upgrade production line => competitive price

Brand loyalty is the big barrier for new comer in the milk market. Milk is product

that affects directly to people health, so people tend to use the brand that they are

familiar with. For example, if a customer used to use milk of Vinamilk, they tend to

use yogurt of Vinamilk too. In fact, this point doesnt threat to Yoplait yet, but if

Vinamilk also release smoothie, brand loyalty will affects a lot on Yoplait

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6. Marketing objective and communication objective

Generally, Yoplait will run the advertising campaign for this product within one year. As a

new brand firstly launched in Vietnam market, building brand awareness of consumers

about the product is the most important. Therefore:

It aims to create 75% awareness of target audiences in total target customers by the

end of 2010 and 10% brand recognition.

Furthermore, Yoplait wants to create good images about the product and brand

name in customers thinking.

After one year, Yoplait wants to obtain about 12% market share of the yogurt drink

industry.

In 2010, Yoplait has strongly distribution system

These objectives are achievable and realistic because there are not high competitions in the

market share as well as advertising campaign is strengthened

7. SWOT analysis

a. Strengths

Yoplait smoothie has many new flavors

Yoplait has various choices including frozen or regular and original or light

Yoplait smoothie is new unique kind of nutrition food in Vietnam market

Its well-known brand in US market

Its imported product, so its quality is guaranteed

Its produced with fresh ingredients Yoplait has eyes catching design

b. Weaknesses

The serving size is limited.

Yoplait is new brand. Its very strange brand name with Vietnamese people, thus its

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prestige is low.

Yoplait is imported product, so it gets disadvantage on competitive price.

Weak relationship with retailers

c. Opportunities

Vietnamese people tend to use imported brands and products

Living standard in Vietnam is improving, so people tend to care more their

appearances and beauty. As the consequence, rate of using product caring health and

beauty increases

Awareness of health, nutrition food is increasing

Its a necessary product because health and beauty are desirable.

The group of target consumers is high

New policy takes effect from 1/1/2009 that the entrepreneurs have 100% foreign

capital can actively operate in the retailer industry of Vietnam (Thanh Hai, 2008).

d. Threats

Yoplait has strong indirect competitors such as Yomost and Yomilk.

Current competitors can release the same kind of product in the future and become

Yoplaits direct competitors.

There might have new local competitors and foreigner competitors in the future.

Inflation and economic crisis affect on the price of product and purchasing power.

II. Creative Concept

Mineral and vitamin in Yoplait smoothie bring good health and beautiful appearance whichhelp users confident and successful.

1. Key message

Yoplait - healthy, beautiful, confident and successful

2. Key visual:

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Image of beautiful, active and full of energy business woman using and giving bottle of

Yoplait to anothers hand. Next, image of healthy and happy family using Yoplait together

after they just won a prize in sport competition for family. Then, they give the Yoplaitbottle to another hand. So, the image of active teenager girl who is beloved in music

contest using Yoplait bottle as microphone and after that using it. Next, images of Yoplait

bottle being passed from hand to hand. Finally, all the characters appear together (everyone

hold a bottle of Yoplait and all of them are happy and full of energy) and the slogan (key

message) is showed. Its better if there are speech brief about their own comments about

the product from these characters.

Image of business women implies success; image of family stands for happyness andhealthiness; image of teenager girls is for beautiful and confident. Image of Yoplait bottle

being passed hand to hand implies Yoplaits purpose which is to want to bring healthy live

for community through Yoplait product.

3. Visual style:

Advertising images should be bright color as well as show dynamic, youth and vitality.Green, pink, blue and white should be used.

4. Tone of voice

Friendly, active, joyful and persuasion is elements in the advertising.

For persuasion purpose, using celebrities or well-known people is also good approach.

5. Media:

a. TVC:

30s 40s clip will be broadcast at the prime time, after or middle of movie time. At this

period of time, most of people are in front of TV watching movies. Moreover, choosing

channels is also important because it affects strongly to the success of the campaign.

Choosing wrong channels does not only waste money but also miss communicate with

target audiences.

b. Outdoor:

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Billboards will be showed near the market areas, near the food counters in the plaza or

malls and in the central areas where a lot of people pass by everyday. The areas of sports

and outdoor activities are also the good location for banners or print billboards. In addition,in-store media such as posters on stores pillar, lift and drop down are used in the

supermarkets and retails. Its role is to aware the customers about the product as well as

impulse purchase.

c. Website:

Banners and pop up are used to advertise Yoplait because internet is used popularly by

students and officers. Today, Students, teenagers spend most of their time in front the

computer and officers are in front of computer almost during their working time. Thus,

websites and social network are good way to communicate with them

d. Magazine:

Women tend to read magazines about fashion and woman world such as Tiep thi gia dinh,

the gioi phu nu that will be used in Yoplait advertising campaign. This kind of media is

good choice because it can take attention of consumers about the products and its effective

in spreading and price

e. Event:

Sampling activity in supermarkets is the feasible event because its a good way to build up

customers belief for new product of new brand. Customers have chance to use the product

and qualify the quality of the product themselves. As the consequence, purchasing power is

improved. Beside that, for a given quantity of product is purchased, customers will receive

a suggestion nutrition meal that provides all information to have healthy meals including

effective usage of the product in daily meals. Everybody really care about their health, so

this event will attract their interests.

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III. Reference

Thanh Hai, 2008, T 1-1-2009, th trng bn l: c u t theo hnh thc 100% vn nc

ngoi,Phap Luat Newspaper, viewed on 3 January 2009,

Dn s TP.H Ch Minh 1999-2004 phn theo nhm tui, 2004, statistical office HoChiMinh

city, viewed 5 November 2009.


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Yoplaid ad, 2009, [image], heartlessdoll, viewed 15 November 2009

Save lid to save live, 2009, [image], Kinston organization, encblog website, viewed 15

November 2009
http://www.heartlessdoll.com/2009/09/10_worst_crimes_currently_being_committed_against.php?page=2http://www.heartlessdoll.com/2009/09/10_worst_crimes_currently_being_committed_against.php?page=2http://scampbell.encblogs.com/?s=yoplaithttp://www.heartlessdoll.com/2009/09/10_worst_crimes_currently_being_committed_against.php?page=2http://www.heartlessdoll.com/2009/09/10_worst_crimes_currently_being_committed_against.php?page=2http://scampbell.encblogs.com/?s=yoplait

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