100% Deserve

Duong Nu Hoang Anh - s3461752

Le Nguyen Thanh Hang - s3501314
Duong Cao Trong Hieu - s3479995
Vo Dang Ai Khang - s3480070
Le Kim Anh Thu - s3462684

Outline

Kim Mai
Vision

Educate the wide range audience about its mangoes

Gain perception about diverse healthy product in KM farm

Choose Vietnamese fruit with the ensurance of quality.

Kim Mai
Mission

The multiplication in the future farming development

Find out the potential of farming in local area and essential

Provide enough the quantities to supermarket

Improve the farmer living standard

P.E.S.T Analysis
Politics

Not have any policy to prevent problems

Be complicated in political system to support

local business

Economics

Contributed about GDP of national

economy

Increasing the price of agricultural tools and

materials after contracting FTA

P.E.S.T Analysis
Social

Use organic and healthy food

The quality of food and seller maintaining

fruit by chemicals

Technology

The high number of Vietnamese Facebook

users

Apply many modern machines

Kim Mai
Timeline
Early 2000

2010

2013

Now

2016

S.W.O.T Analysis
Strengths

Received awards The innovative farm in

2010 and Excellent farmer of the year 2013.

Weaknesses

Only have two harvests per year

Do not have much experience in entering the

supermarket

Unaware about Cat Hoa Loc mango from Kim

Mai farm with Global GAP standard

Highly welcomed by many wholesalers as

well as retailers in Vietnam.
Prepare to receive the Global Gap certificate.

S.W.O.T Analysis
Opportunities

Threats

Be afraid of the chemical fruit and willing to

use organic and healthy food

Competitive price from other farms who do

not apply Global GAP standard. (Price sell at
Supermarket: 70.000 VND - 100.000 VND)

Prefer Cat Hoa Loc mango than the other

types of mangoes

Environmental change and its negatively affect

on agriculture of Vietnam

S.W.O.T Analysis

Problem & Opportunity

Problem: Low awareness

Opportunity: The concern of the quality and the way of farmers

and sellers maintaining fruit by chemicals

A great opportunity to execute a PR campaign promoting Kim Mai farm

and fruits, which is certificated with Global GAP for high quality, safety
and healthy.

Target Publics
Primary
Secondary

Primary

Secondary

Objectives

Objectives
After the 1 month campaign

16% Primary T.

20% Secondary T.

4% Primary T.P

30% Secondary T.

P get aware of Kim

Mai mango brand

P get aware of Kim

Mai mango brand

ask for signing

contract

P concern about the

safety in growing
and maintaining
fruits

Key Messages
Umbrella Messages
Tailor Messages for Primary
Tailor Messages for Secondary

Umbrella
Messages

Kim Mai Farm provides the

high quality and safe Cat Hoa
Loc mangoes with Global Gap
certificate to Vietnamese
consumers.

KM for Primary
Primary
Public
Insight

Their supermarket chains deserve

to have best quality of products to
fulfill the demand of their final
consumers.

KM for Primary
With Kim Mai mangoes, you
can fulfill the demand of your
final consumers.

KM for Secondary
Secondary Public Insight:

They and their family deserve

to be healthy with fulfillment
without any worrying about
recent food safety scandals.

KM for Secondary

With Kim Mai mangoes, you and

your family are worth a healthy
dessert with Global qualification.

Big Idea
Big Idea
Key Visual

Big Idea

100%
DESERVE

Key Visual

Strategy Statement
In order to raise awareness of the target publics about
KIM MAI brand, the strategy of the PR campaign will
concentrate on making publics see the value of
Global GAP certificate that KIM MAI has achieved by
communication channels such as Press Release,
Professional & Casual Social Media Platforms.

Tactics

Tactics
Press
Release
(Both) :

A Life Worth Giving, A Life Worth

Eating.
A mothers dedication deserves
Global Certification.
A journey of narrowing the local gap
to achieve Global G.A.P.

Tactics
Press Release :

Tactics
Online Banner (Primary):

Tactics
Professional platforms (Primary):
LinkedIn
Brands Vietnam

Tactics
Professional platforms:

Connect
Publish & Share articles

Tactics
Professional platforms:

Publish Articles

Tactics
Professional platforms:

Building connection with Primary Target Public

Tactics
Social Media (Secondary)
Facebook fan page
Share videos
Share press release
Share stories
Tips

Tactics
Social Media (Secondary)
Health & Environment Organizations on FaceBook

Timeline, Budget & Evaluation

Timeline
Budget
Evaluation

Timeline
Target
Publics

Tactics

Primary

Online Banner

Week 1
(01 07)

Week 2
(08 14)

Week 3
(15 21)

Angle 1

Angle 2

Angle 3

Professional
Platforms
Secondary

Facebook Page
Health &
Environment
Organization

Both

Press Release

Week 4
(22 30)

Budget
No.
1

Tools

4
5

Estimated price (VND)

Fanpage promotion

28 days

Tuoi tre online

24 hours once,
Homepage (for 3
weekly days)

32 000 000

Thi bo kinh t Si Gn online

Every Thursday (for

2 weeks)

28 000 000

Nhp cu u T

Top 3 Hotest News

(for 3 weeks)

36 000 000

Online banner

2 weeks

20 000 000

Duration

Total

455 498

124 455 498

Evaluation
Outcome
Apply Online survey measuring the awareness of
supermarket chains about KM farm certificated with Global
Gap

Output
Check the number of like and share on Facebook page
Measure the interaction with web page and Facebook
page through engine
Audit the views and comments of articles published on

Short interview with end consumers at the supermarket to

online newspaper

check their awareness of KM Cat Hoa Loc Mangoes and

Global Gap Certificate.

Check the number of media coverage generated by the end

of the campaign

Reference
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