Dominating the Confectionery market segment from Digital to Trade of Vietnamese FMCG Brand?

Background

DOCA is a Vietnamese Sponge Cake Brand of ASI Northern Production and Trading Company Limited - a unit with more than 25 years of experience in the confectionery and food manufacturing industry. With the advantage of products that suit the taste of Vietnamese people, possessing high coverage since its launch, DOCA has not had a long-term and sustainable Brand strategy, keeping up with the changes of modern consumption trends.

As a strategic consulting partner for the Brand, Novaadwork has proposed to bring the Brand to dominate the confectionery market on e-commerce platforms and own a GT channel system widely distributed throughout Vietnam by the end of 2023 and Spring of Giap Thin 2024.

Target

– Research & Build a solid brand foundation
– Increase brand awareness online & offline
– Impact and promote direct interaction between businesses and 02 target audiences: Retail customers & Agents/Distributors.

Insight

DOCA targets the following customer groups:
– Gender: Both male and female
– Region: Nationwide, concentrated in rural areas, communes/towns
– Average age (Ideal): 25 – 60 years old
– Income: Average to low income
– Affordability: Low, moderate. Limited spending ability
– Behavior, personality: Usually married. Work related to agriculture, workers, or hired labor. Quite hesitant about price and do not pay too much attention to whether the brand is famous or not. Usually buy out of habit, or see a lot of sales in the store then buy.

The biggest issues these customers care about are price and distribution system, ease of access and purchase.

Customer Insight:

– Truth – Truth:
Customers in rural areas often have low income/limited spending ability. So when buying goods, they are very concerned about price and accompanying benefits.

– Tension – Conflict, Barrier:
The price of sponge cakes of some brands is quite high → not within the spending ability.
The product packaging is quite sophisticated, showing high-end → not suitable for the basic eating needs of customers' families.

– Motivation – Motivation:

Want to find a snack for family and relatives, not too fancy or high-end, reasonable price and all family members can eat.

Strategy

Brand Positioning – Brand Positioning and Statement

The motivation for DOCA to build a strong brand:

– From the market gap: competitors are all aiming for professional brands, high-end, luxurious product images or fresh styles, targeting young customers… Among them, there are few brands targeting the most common, rural and rustic customers. Brands targeting the common people do not promote their media networks or distribution channels are not widespread, few people know about them.

– The products that DOCA provides are aimed at the most popular, rustic, and familiar to people in the countryside, who are used to simplicity. The products are used in the most ordinary occasions, without needing to be too sophisticated or luxurious, simply a daily food to satisfy the hunger after work of farmers.

=> Therefore, DOCA chooses to become a daily companion brand with simple, close rural people, without any barriers in price and distribution methods.

DOCA Sponge Cake Products

Support Points – Reasons to Believe

– Familiar: DOCA brings familiar and familiar sponge cake flavors, creating a connection with traditional tastes and increasing the emotional value of the product. DOCA's 5 flavors are all basic and easy-to-eat flavors for most rural customers. Not only in flavor, but DOCA also has quite simple packaging, not too outstanding and high-end. This is the big reason why customers choose to use DOCA sponge cake.

– Top quality: DOCA owns a large-scale factory and directly participates in the entire product manufacturing process, ensuring product quality and safety, using natural ingredients and origin.

– Wide coverage: DOCA's marketing strategy is to focus on becoming a daily companion brand, widely distributed. That is, DOCA aims to distribute and be present in all grocery stores and supermarkets in provinces and cities outside of Hanoi. The fact that DOCA is present in most stores and grocery stores is also a basis for customers to feel confident and choose to use the product.

⇒ POSITIONING: DOCA is a popular sponge cake brand, for everyone, every home.
DOCA - Sponge Cake for Every Home, Bringing Love to Everyone!

Positioning DOCA – The top choice for Vietnamese people

Creative Idea

Tet holiday must have DOCA - DOCA comes to every home
            This Tet, come home with DOCA for a Sum Vay!

Creative Idea: Tet must have DOCA – DOCA comes to every                                                  home

Tet gift tray must have DOCA, DOCA is present at all times, in all the simplest and warmest moments during Tet holidays.

After-school snacks for students, sweet and flavorful. Convenient and delicious snack for factory workers when hungry. A dish with tea for farmers when taking a break
-> Real moments in life, close to the lives of the people

A Tet gift for friends and relatives. A dish to invite guests to visit the house on Tet. A dish for family reunions.
-> Moments that are truly valuable and filled with family affection and emotions during Tet holidays.

Activation

Carrying the message "Tet must have DOCA - DOCA comes to every home", DOCA's Tet Giap Thin 2024 Video brings gentle yet profound emotions to the hearts of those far from home, bringing a feeling of warmth and closeness like an important piece of the Tet reunion meal.

In the video, we do not try to create complex and elaborate storylines. Instead, Nova Adwork recreates DOCA as a gentle and natural presence in every moment of family reunion. It is simply the journey back to the hometown with luggage, the child carrying a sincere heart to offer to the ancestors, or just the moment the mother waits for her child to return. Each image brings familiarity and love, emphasizing the meaning of family reunion and connection during Tet.

This video is a vivid short film about life during Tet, where DOCA is not only a product but also an indispensable part of the memories and joy of every Vietnamese family. SEFA Media hopes to demonstrate DOCA's promise to create quality products and bring happiness to everyone during the Tet holiday.

DOCA's Digital activities at this time are being built and thoroughly exploited by NOVA to achieve the goal of Impacting and promoting direct interaction between Enterprises and 02 target audiences: Retail customers & Agents/Distributors:

– Website and Facebook channels:
+ DOCA brand value is not yet stable => Build a series of Brand articles associated with the theme of Vietnamese life and Tet: Key visual of Tet is consistent with the series of articles Sum vay gia dinh, Exploiting expectations and wishes in the year of the dragon, The hustle and bustle of human life, ...
+ Raise awareness and benefits of the product: 05 flavors of DOCA, box sizes suitable for Tet gifts, expand the category of Bags, Tet gift boxes, ...
+ Impact on Distributors and Agents: The campaign also created a series of articles for this audience, received a lot of interactions and updated the situation of distributors nationwide.
+ Mini game creates Buzz

– Exploiting the Short Video platform on TikTok

KOC, KOL

DOCA does not focus on sales goals, product reviews to sell products but needs to focus on the message, affirming the brand's values ​​close to "every home", simple and profound. Therefore, Novaadwork has selected Influencers who can convey DOCA's message naturally and attract attention from the audience on the short video platform.

KOL Phuong Huu Duong

With more than 7.2 million subscribers and more than 14 billion views on YouTube, Phuong Huu Duong is one of the most influential KOLs with a very simple image and content closely related to the countryside and ordinary people.

KOL Phuong Huu Duong with DOCA Products

Participating in DOCA's campaign, he not only introduced the product professionally but also created a sincere and close connection with the audience. DOCA's message of closeness, simplicity and depth was conveyed by Phuong Huu Duong in a natural and sincere way, helping to increase awareness of brand value in the community.

“ I love DOCA because it has the taste of my childhood. The cake is soft and fresh, made in Vietnam, so I am very confident in the quality. There are 5 diverse flavors, so everyone who loves the simple personality on Duong's channel will definitely love the simple taste and familiarity of DOCA sponge cake… ” – Youtuber Phuong Huu Duong.

Using KOC on the TikTok platform with simple and gentle content is also a smart strategy of DOCA. TikTokers such as 1997 Memories, Kitchen Smoke and Wind, Countryside Sunshine, Ngoc Vi,... have videos about daily life, family dishes, and moments of reunion, in line with DOCA's general message of closeness and warmth.

KOLs, KOCs in DOCA Campaign

E-Commerce

Doing business on e-commerce platforms on TikTok Shop and Shopee using Price and Product Strategy, combined with developing an online Livestream room system.

Trade Marketing

Organize and develop industry strategy and brand strategy for the entire distribution system nationwide.

Radio Marketing

Radio broadcast with the voices of artists Van Dung and Quang Thang with nationwide coverage.

Result

– Reach Index – Media coverage: 6,000,000 people; Engagement – ​​Interaction: 800,000 views; View: 5,000,000 views in 03 months; 2,200 online Mini-game participants;
– Brand Awareness: Increased by 230% compared to the previous period;
– Stock Distribution – Product coverage: More than 70 major distributors in more than 40 provinces and cities;
– E-commerce: Sales growth on e-commerce platforms increased by 210%, achieving sales from the first Livestream for a new channel.

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