Client Brief Kim Mai fruit farm project

PROJECT
SUMMARY

Product: Kim Mai fruit farm project

Target Country: Vietnam
Background: Kim Mai fruit farm has started since early 2000s in Dinh
Quan, Dong Nai province with different fruit types such as mango,
durian, cashew, avocado, etc. After 20 years, the farms size has
been expanded to 30ha with the focus on Cat Hoa Loc mangos and
big-size sugar-apples.
Kim Mai fruit farm has been highly welcomed by many wholesalers as
well as retailors in Vietnam. Currently, the farm is applying Global Gap
standard in the whole farming process to target European and Asian
markets.
Kim Mai fruit farm is the typical success model of Dong Nai province.
The farm has been titled The innovative farm in 2010 from Ministry
of Agriculture and Rural Development, while Mrs. Kim Mai, the farm
owner, has been awarded the tittle Excellent farmer of the year 2013
from Vietnam national farmer association.
Kim Mai farm has planned to introduce an app + a sell-website in early
April 2016, which will enable business customers and consumers to
view the products of Kim Mai farm, to buy and pay electronically. Then
Kim Mai farm will arrange, within three hours after receiving the
payment, distribution to the buyer.
In 2016, the farm wants to promote the Kim Mai brand to expand the
market to major supermarket chains across Vietnam.

Campaign Goals:
In the perception of customers, Kim Mai is a high quality and reliable
brand for safe farming, Global Gap certified, resulting in healthy Cat
Hoa Loc mangos.
Objectives:

Awareness: to increase the awareness of 75% of target

customer toward Kim Mai brand as a high quality and reliable
brand for safe farming, Global Gap certified, resulting in
healthy Cat Hoa Loc mangos by the end of April 2016.

Attitude: to get 40% of target customer accepting invitation

from Kim Mai farm to visit the farm by mid April 2016.

Action: to get 15% of target customer to visit Kim Mai farm by

the end of April 2016.

Key Deliverables/Timing: Critical path

Deliverable
Campaign big idea + Key visual
Pitching session - Clients feedback
First draft of the plan
Final Plan
Execution

Timeline KST)
18th Dec 2015
21st Dec 2015
4th Jan 2015
11th Jan 2015
1st March 2016

WHO
MARKETING

Target Audience: Super market chains and qualified distributors in

TARGET

Vietnam

Demographic: Super market chains and qualified distributors

in 25 big cities of Vietnam, such as Aeon, Big C, Carrefour,
Citymart, Coopmart, Lottemart, etc. (need more suggestions
for the qualified ones)

Homogeneous: very interested in safe and healthy fresh fruits

like Cat Hoa Loc mangos.

Reachable: dont know yet

Size: 15 super market chains and 5 qualified distributors

Important: The customers could buy large quantities of Cat

Hoa Loc mangos from Kim Mai farm.

Communication Channel Insights:

Dont know yet

Consumer insights to generate the strategy: Dont know yet

Brand Ideal
A high quality and reliable brand for safe farming, Global Gap
certified, resulting in healthy Cat Hoa Loc mangos.
Brand Personality
Friendly, caring and credible.
Communication Message
The first priority of Kim Mai farm is to grow and deliver the high quality
WHAT

and safe Cat Hoa Loc mangos with Global Gap certificate to

COMM.

Vietnamese.

STRATEGY
Supporting reasons

Kim Mai farm is applying Global Gap for the whole farming
process.

Mrs. Kim Mai, the farm owner, has produced successfully the
high quality Hoa Loc mangos, sugar-apples and avocados.

The farm has been titled The innovative farm in 2010 from

Ministry of Agriculture and Rural Development.

Mrs. Kim Mai, has been awarded the tittle Excellent farmer of
the year 2013 from Vietnam national farmer association.

HOW

Tone of Voice

EXECUTIONAL

Person-to-Person (Intimate), friendly, caring and credible.

CONSIDERATIONS
Executional Mandatories

Consider personalizing the campaign by listing and contacting

the managers/decision-makers of super market chains and

distributors.

COMM.
CHANNEL
STRATEGY

BUDGET

Communication Channel Tactics: No special requirements.

VND 135 million for 1-month campaign.

Kim Mais Cat Hoa Loc mangos has two harvests a year. One in

Dec Jan and another in Apr May.

Each qualified customer will be expected to order 10 tons of Cat

Hoa Loc mangos from a harvest.

10 tons will be delivered in five weeks during harvest period, two

times a week, each time 1 ton (= 1000 kg = 2000 fruits).

A qualified supermarket chain should have at least 25 outlets.

FURTHER
INFORMATION

Each outlet can sell 10 - 15 kg (= 25 - 30 fresh fruits) each day.