Marketing communications represents all the elements of the marketing mix that facilitate exchanges by targeting the brand to a group of customers, positioning the brand as being distinct from competitive brands and sharing the brand's meaning and unique differences with the product's target audience.

You understand the importance of successfully communicating the most relevant creative strategy in terms of developing a clear and consistent brand theme that sets one brand apart from its competition.

Contemporary advertising can be conceptualised into six creative strategies in three categories. Which one of the creative strategies would you recommend be the focus of the launch campaign for BienCai? Be sure to explain and justify your answer.

Can someone help me for this question, please? I uploaded the case as images.
Transcribed Image Text:Bien Cai Pham was born in Duong Lam, Hanoi, in Vietnam. Duong Lam is one of the oldest villages in Vietnam and is renowned for its beautiful, traditional architecture. Bien grew up a passionate supporter of her village. She is very proud of its status as the first ancient village in Vietnam and often comments in interviews about her village's historical and cultural impact. Bien is a successful entrepreneur with several business successes to her young name. Bien was listed in the 30 under 30 most successful Entrepreneurs in Vietnam, three years in a row. Bien describes her business vision as not about selling a product or service, but about connecting people and bringing them together in meaningful ways. Bien's first job was as a waitress in a café that sold local food, including roast pork, chicken, steamed rice cake (banh te), nut candy (keo doi), and che lam, a delicacy made with sugar, malt, fresh ginger, roasted glutinous rice flour and peanuts. Bien's job also involved taking inventory. In this role, Bien met local farmers and growers and was amazed by their passion. Her idea to have a small retail shop included in the café was very successful, and the owner of the café and Bien went into partnership to expand the size of the shop and sell products online, with Bien working as the manager. Bien realised there was an opportunity to begin a farmers' co-operative to provide resources and advice for local growers to compete in the broader domestic market and overseas. BienCai, named after herself, serves as an umbrella brand for a range of locally produced offerings, the most popular of which is their soy sauce, called Tuong, a staple product of the village. Soy sauce is used in almost every meal in Duong Lam. BienCai Tuong (soy sauce) products come in original, smoked, dark, mushroom, white and lite flavour versions. The mushroom flavour is vegan-friendly. BienCai has growing export markets in the US, Canada, Australia and Singapore and, over the last ten years, the Vietnamese food and hospitality industry has been growing steadily. Five years ago, Bien developed a podcast series aimed at farmers directly, which provides business information and farming news. Beyond the online store and these podcasts, BienCai does not have a social media presence. However, Bien realises that more of a social media presence is something that needs to be considered. The BienCai co-operative currently employs five salespeople, two supply and logistics staff and two business advisors for farmers. BienCai customers are loyal and will often try other products in the range based on their first trial experiences. In the last three years, Bien has doubled her business operations and hired two manufacturing assistants to help with product creation and four people to work in packaging and distribution. Bien is in a position to expand distribution into Europe and has her sights set on a global launch. BienCai has two new products to launch, a Usukuchi (light-coloured) soy sauce and a dipping soy sauce. The Usukuchi soy sauce is higher in salt content than their regular soy sauces, but lighter in colour and delicious in rice, simmered dishes and for seasoning broths or dressing. This product can also be drizzled over steamed green vegetables, noodles, fish and tofu dishes. The BienCai Dipping Soy Sauce is perfect for dumplings and spring rolls, or added to
Transcribed Image Text:noodles or fried rice as a marinade. The dipping sauce can also be added to foods before barbecuing. Both these new products are vegan-friendly. Bien is determined to develop a global reputation for her company around supporting Vietnamese farmers and growers. Bien has set her sights on generating growth through innovation, and longer term, wants her company to become a top 10 global food brand. To achieve this goal, she began looking for a marketing communications expert, with the view to launching both new products in early 2023. As part of SIM/RMIT's LinkedIn involvement, Bien became aware of the significant positive impact that Marketing Communications students were having on the product development and marketing communications environment in Singapore, and she was impressed by your resume. Congratulations, you are the newly appointed "Marketing Communications Manager" for BienCai. After undertaking a thorough analysis of her company, you and Bien note that her customers are particularly brand loyal, once they find a brand they like and that works, they stick with it. Existing BienCai customers (75% are women, aged 35-55 years) love and have a deep connection with the brand, in part due to Bien's use of country-of-origin and emotional appeals (all about food creation and family meals) in marketing communications. BienCai is focussing more and more on sustainable and vegan products, and using locally sourced ingredients. Bien rewards opinion leader customers with small gifts and personalised thank you cards and features farmers and their families in the advertising. Most of BienCai's industry customers are independent grocery stores. Your research has also uncovered these key insights: The soy sauce category in Vietnam is very competitive, with the top four brands vying for market leadership -BienCai is the number three brand. The category is characterised by a lack of innovation, with all brands delivering on the expectation that soy sauce is easy to use, similar in taste and made with similar fermentation methods. ● Duong Lam villagers make soy sauce by hand, as they have done for generations, and local rainwater is a necessary ingredient which is said to contribute to a different (unique) taste. Soy sauce a product which is consumed and purchased all year round, but demand in offshore markets does increase in spring and summer. Given increasing competition in the food and food products industry, you realise that Bien needs to move fast. With this in mind, you begin the process of briefing a panel of respected full-service agencies with the aim of selecting an agency to assist you in formulating the appropriate campaign strategy and develop an integrated campaign idea. As part of this process, you must clarify the thinking that will form the foundation of the work. It is especially important to you that the successful agency fully understands integrated marketing communication and the myriad of tools (communication touchpoints) available.

Question

Marketing communications represents all the elements of the marketing mix that facilitate exchanges by targeting the brand to a group of customers, positioning the brand as being distinct from competitive brands and sharing the brand's meaning and unique differences with the product's target audience.

You understand the importance of successfully communicating the most relevant creative strategy in terms of developing a clear and consistent brand theme that sets one brand apart from its competition.

Contemporary advertising can be conceptualised into six creative strategies in three categories. Which one of the creative strategies would you recommend be the focus of the launch campaign for BienCai? Be sure to explain and justify your answer.

Can someone help me for this question, please? I uploaded the case as images.

Transcribed Image Text:Bien Cai Pham was born in Duong Lam, Hanoi, in Vietnam. Duong Lam is one of the oldest villages in Vietnam and is renowned for its beautiful, traditional architecture. Bien grew up a passionate supporter of her village. She is very proud of its status as the first ancient village in Vietnam and often comments in interviews about her village's historical and cultural impact. Bien is a successful entrepreneur with several business successes to her young name. Bien was listed in the 30 under 30 most successful Entrepreneurs in Vietnam, three years in a row. Bien describes her business vision as not about selling a product or service, but about connecting people and bringing them together in meaningful ways. Bien's first job was as a waitress in a café that sold local food, including roast pork, chicken, steamed rice cake (banh te), nut candy (keo doi), and che lam, a delicacy made with sugar, malt, fresh ginger, roasted glutinous rice flour and peanuts. Bien's job also involved taking inventory. In this role, Bien met local farmers and growers and was amazed by their passion. Her idea to have a small retail shop included in the café was very successful, and the owner of the café and Bien went into partnership to expand the size of the shop and sell products online, with Bien working as the manager. Bien realised there was an opportunity to begin a farmers' co-operative to provide resources and advice for local growers to compete in the broader domestic market and overseas. BienCai, named after herself, serves as an umbrella brand for a range of locally produced offerings, the most popular of which is their soy sauce, called Tuong, a staple product of the village. Soy sauce is used in almost every meal in Duong Lam. BienCai Tuong (soy sauce) products come in original, smoked, dark, mushroom, white and lite flavour versions. The mushroom flavour is vegan-friendly. BienCai has growing export markets in the US, Canada, Australia and Singapore and, over the last ten years, the Vietnamese food and hospitality industry has been growing steadily. Five years ago, Bien developed a podcast series aimed at farmers directly, which provides business information and farming news. Beyond the online store and these podcasts, BienCai does not have a social media presence. However, Bien realises that more of a social media presence is something that needs to be considered. The BienCai co-operative currently employs five salespeople, two supply and logistics staff and two business advisors for farmers. BienCai customers are loyal and will often try other products in the range based on their first trial experiences. In the last three years, Bien has doubled her business operations and hired two manufacturing assistants to help with product creation and four people to work in packaging and distribution. Bien is in a position to expand distribution into Europe and has her sights set on a global launch. BienCai has two new products to launch, a Usukuchi (light-coloured) soy sauce and a dipping soy sauce. The Usukuchi soy sauce is higher in salt content than their regular soy sauces, but lighter in colour and delicious in rice, simmered dishes and for seasoning broths or dressing. This product can also be drizzled over steamed green vegetables, noodles, fish and tofu dishes. The BienCai Dipping Soy Sauce is perfect for dumplings and spring rolls, or added to

Transcribed Image Text:noodles or fried rice as a marinade. The dipping sauce can also be added to foods before barbecuing. Both these new products are vegan-friendly. Bien is determined to develop a global reputation for her company around supporting Vietnamese farmers and growers. Bien has set her sights on generating growth through innovation, and longer term, wants her company to become a top 10 global food brand. To achieve this goal, she began looking for a marketing communications expert, with the view to launching both new products in early 2023. As part of SIM/RMIT's LinkedIn involvement, Bien became aware of the significant positive impact that Marketing Communications students were having on the product development and marketing communications environment in Singapore, and she was impressed by your resume. Congratulations, you are the newly appointed "Marketing Communications Manager" for BienCai. After undertaking a thorough analysis of her company, you and Bien note that her customers are particularly brand loyal, once they find a brand they like and that works, they stick with it. Existing BienCai customers (75% are women, aged 35-55 years) love and have a deep connection with the brand, in part due to Bien's use of country-of-origin and emotional appeals (all about food creation and family meals) in marketing communications. BienCai is focussing more and more on sustainable and vegan products, and using locally sourced ingredients. Bien rewards opinion leader customers with small gifts and personalised thank you cards and features farmers and their families in the advertising. Most of BienCai's industry customers are independent grocery stores. Your research has also uncovered these key insights: The soy sauce category in Vietnam is very competitive, with the top four brands vying for market leadership -BienCai is the number three brand. The category is characterised by a lack of innovation, with all brands delivering on the expectation that soy sauce is easy to use, similar in taste and made with similar fermentation methods. ● Duong Lam villagers make soy sauce by hand, as they have done for generations, and local rainwater is a necessary ingredient which is said to contribute to a different (unique) taste. Soy sauce a product which is consumed and purchased all year round, but demand in offshore markets does increase in spring and summer. Given increasing competition in the food and food products industry, you realise that Bien needs to move fast. With this in mind, you begin the process of briefing a panel of respected full-service agencies with the aim of selecting an agency to assist you in formulating the appropriate campaign strategy and develop an integrated campaign idea. As part of this process, you must clarify the thinking that will form the foundation of the work. It is especially important to you that the successful agency fully understands integrated marketing communication and the myriad of tools (communication touchpoints) available.

Accepted Answer

Marketers undertake various promotional activities to increase the knowledge of the customers in the…