A fresh Digital Marketing Graduate
Date published: 25 June 2024
Client
By Phat Le
Content Writer
Digital Marketing and Strategy Planning
Marketing baby formula to Gen Z moms takes more than just science—it takes deep empathy. Partnering with VitaDairy for my capstone project, I stepped into the role of Strategic Planner and IMC Lead to decode the anxieties of modern motherhood. Here is how I translated those unspoken fears into a robust 4P strategy and crafted an emotional campaign that helps moms find their 'perfect 10'.
Executive Summary
Industry
Infant & Toddler Formula Milk.
Context
To achieve market dominance, VitaDairy must capture the highly competitive Gen Z mom segment by breaking global brand loyalty, expanding modern trade presence, and launching a Premium portfolio
My role
Strategic Planner & IMC Campaign Lead
Led the market strategy formulation and directed the IMC campaign's creative vision to position ColosBaby as the ultimate choice for Gen Z moms.
KPIs
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Business: Propel VitaDairy to the Top 1 baby formula manufacturer position in Vietnam by Q4 2028, achieving a 16% market share and generating 3,876 billion VND in revenue.
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Marketing (Short-term by 2026): Acquire 462,616 purchasing customers and successfully convert 277,570 into loyal customers.
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Communication: Increase brand awareness to 70% among the target audience by the end of 2026, and become the Top-of-mind brand (20%) by the end of 2028.
Jobs to be done
Formulate a comprehensive 3-year marketing strategy to expand market share. Propose the launch of the premium line "ColosBaby Absolute" for direct competition, while building an innovative O2O distribution ecosystem (Zalo Mini App "Nutrition Passport", "Miss Colos" sales network) to capture Gen Z moms. Execute a multi-phase IMC campaign, transforming ColosBaby from a purely functional product into the "Default Safe Choice" that accompanies the motherhood journey.
Individual Assignment
Group Project
Task Allocation
4P Strategy
Analyzed market opportunities to build an actionable 4P plan, focusing heavily on omni-channel distribution (E-place) and Promotion.
Insight & Big Idea
Extracted deep consumer insights to conceptualize the campaign's core message: "Mom is 9 - Find the 1 to make a perfect 10"
Tactical Execution
Designed budget-optimized IMC tactics to alleviate Gen Z moms' "fear of making the wrong choice," ensuring alignment with overarching business KPIs.
Learning Outcomes
Insight-Driven, Omnichannel & Strategy Formulation
Consumer Psychology & Big Idea Ideation
Full-Funnel & IMC Campaign Planning
O2O Ecosystem & E-Place Strategy
Budget Allocation & Tactical Execution
"The winner takes it all"
Because your team truly understood the core challenges our brand is facing, your strategic proposals were remarkably sound and logical.
Thuy Vu - CEO of Vita Dairy
I will personally persuade our CEO to secure the budget and acquire this proposal for real-world execution.
Head of Marketing
