Prepared by Group F

Company: Miliket Instant Noodles

Title of brief: Relaunching campaign for Miliket

Date of brief: 14 August 2014

1. Client background:

Colusa-Miliket is one of the most popular shrimp instant noodles in Vietnam founded

before 1975 (Miliket - Colusa, 2014). In order to meet the requirements of consumers,

Colusa-Miliket specializes in manufacturing over 60 different products, however, the

shrimp instant noodle is the most famous (Miliket - Colusa, 2014).

● Category/ Market insights:

According to Vietnam News (2014), Vietnam is currently ranked No. 4 in the list of

countries consuming more instant noodles in the world, after China, Indonesia and

Japan. In 2009, Vietnamese consumes approximately 4.3 billion packs of instant

noodles (Zing News, 2013). In 2012, it had increased to 5.1 billion packages and will

continue to increase in the future, an average of about 15-20% (Zing News, 2013).

In addition, there are several competitors in the market of instant noodles such as Vina

Acecook, Omachi, Nissin and Vifon, etc. They have strong advertising strategies on

mass media and international production lines (Vietnam News, 2014). Therefore,

consumers have many choices of instant noodles based on the qualities or the prices.

Instant noodle brands can be divided based on their prices. For the low cost group,

there are some famous brands such as Miliket, HaoHao or Kokomi with the average

cost between 2,000 VND - 3,500 VND per package. Some brands like Mikochi, Tienvua

or A-one are belonged to the medium cost group with the price from 4,000 VND to

6,000 VND/package; while the high price brands such as Omachi or Nissin cost 7,000

VND to 13,000 VND/ package. (Vietnamnet, 2014)

● Product/ Service insights:

Enduring a long history, Miliket shrimp instant noodle still keeps the original quality with

delicious taste and nutritional benefits. Especially, it is made from natural ingredients

such as rice, vegetable and soup powder (Le, T 2014).

2. Key facts:

Strength Weakness

● Famous for signature product

“Shrimp instant noodle” (Education

News, 2013)

● Operate more than 60 food

processing product with different

taste that can satisfy most

customers (Miliket-Colusa, 2014).

● Highly skilled workers and staffs

working long-timed in food

processing and commerce (Miliket-

Colusa, 2014).

● Deep understanding about Asian

culture and dishes helps produce

the tastes that suit locally

● Imported new production lines from

Japanese technology to reach the

capacity of 500,000 instant noodle

packs per day (Miliket-Colusa,

2014).

● High quality with low cost.

● Have moral value: known as

“memory noodle” (Education

● No extraordinary changes in the

products’ taste.

● No actual advertising campaign so

far.

● Moderate market share (below

10%) (Education News, 2013)

News, 2013)

● A wide network of distribution:

more than 200 distributors locating

from North to South in Vietnam.

● Achieve the Quality Management

System ISO 9001:2000 certified by

BVQI (currently named BVC) from

The United Kingdom (Miliket-

Colusa, 2014).

● Ranked in top 100 famous leading

brand in Vietnam verified by the

Official Information supplier AC

Nielsen Vietnam and Vietnamese

Industrial Commercial Chamber

(Miliket-Colusa, 2014)

Opportunity Threat

● Highly used by hot pot restaurants

because of the cheap price.

● Increasing need of young adults for

fast and convenience food

(Vietnam News, 2014).

● Strong competitor: Kokomi, a new

instant noodle with catchy

packaging and various flavors.

Kokomi is priced at

3,500VND/package; while Miliket

costs a little bit lower 2,500 VND

(Vietnam News, 2014).

● More new brands entering the food

processing industry (Vietnam

News, 2014).

● Competition for media buying

among similar brands in food &

beverage industry.

3. Who are we talking to?

Geographic Region Ho Chi Minh City and Hanoi

Demographics Gender Male and female

Age 20 - 35 years old

Income Up to 2.5 million/month

Psychographics Social class Lower class

Lifestyle ● Busy; Workaholic

● Do not spend much time for family, especially for

parents.

Personality ● Prefer instant food or dishes that are easy to cook

● Out-going

● Family oriented

Behaviors User status First time user and regular user

Usage rate Medium users

Benefits sought Good for health and convenient for the busy life

4. Objectives

Communication objectives:

● Increase 40% of target audience’s awareness about the campaign after the fifth

month of launching.

● Remind 60% 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 the events by the end

of the campaign.

● To achieve up to 500 contestants to sign up for the competitions by the end of

the relaunch.

5. Key message of this campaign

Miliket brings you the affordable leisure.

6. What should the tone or mood of the advertising be?

The tone should be calm, gentle and emotional. Advertising should transfer the

enjoyment to have a meal with Miliket instant noodles and happy moments spent with

families, friends and colleagues.

7. Timing/deadline of deliverables/ Budget

● An integrated marketing campaign including:

❏ Advertising (01 60s TVC, 02 print-ads and 02 billboards);

❏ Public Relations

➔ 01 launching event;

➔ 02 brand activation events;

➔ 01 celebrity endorsement;

➔ 01 competition.

❏ Sales promotion: discount and coupons

❏ Point-of-purchase: 02 standees and 02 posters;

❏ Sponsorship: sponsor for an entertainment event that is suitable for the target

audience.

● Schedule for campaign

No. Time Activity

1 July 2015 ● Launching event: the announcement of brand

ambassador and sponsorship.

● Starting to air the TVC and other advertising

materials

2 August 2015 Brand activation event.

3 September and

October 2015

Competition

5 November 2015 Brand activation event

6 December 2015 Sales promotion

● Budget:

❖ Budget for creative ideas: $5,000

❖ Media budget

➔ Above the line: $30,000

➔ Below the line: $30,000

❖ Production budget: $10,000

❖ Total budget: $75,000

8. Are there any Mandatories we must account for in this advertising?

● Brand logo:

● Packaging image

(Miliket - Colusa, 2014)

● Bringing the simple happiness to the consumers must be the central theme of the

campaign.The image of Miliket appears in different backgrounds  to make people

enjoyable and cheerful when eating.

● The campaign must obey advertising law, which includes these following

regulations:

❏ Advertising must be pursuant to traditional history, culture, ethics, habits and

customs of Vietnam.

❏ Advertising is not allowed to use such words as "best", "the best", "only",

"number one" or words with a similar meaning without documented evidences.

❏ Advertising is prohibited to portray ethnic discrimination, racism, gender

stereotypes or violate freedom of belief and religion.

❏ Direct comparison is illegal.

(Ministry of Justice, 2012)

References

Education 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>.

Ministry of Justice, 2012, ‘Advertising Law’, Ministry of Justice, 21 June, viewed on 9 August 2014, <http://www.moj.gov.vn/vbpq/Lists/Vn%20bn%20php%20lut/View_Detail.aspx?ItemID=27802>.

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>.