FOREIGN TRADE UNIVERSITY FINAL EXAM QUESTIONS
HCMC CAMPUS MARKETING COMMUNICATIONS IN THE DIGITAL AGE
DEPARTMENT OF INTERNATIONAL
BUSINESS & TRADE
Semester: II Academic year: 2023 – 2024
Full-time: K60BFA, K60BFB, K60BFC, K60NOA, K60NOB
PAPER NO.: 01 Form of Exam: Assignment - Case study
SECTION A. BRAND OVERVIEW
Groupe SEB has started since 1857, is currently one of the three kings of the worldwide
home appliances industry along with Philips and Dyson and according to the latest data
from Euromonitor 2020 (the most famous market research company in Europe), Groupe
SEB is currently No.1 worldwide in terms of market share, surpassing both its direct
competitors.
Groupe SEB currently owns 31 different brands including worldwide
brands and local brands, 12 products are sold every second in the
world. Among 31 brands, Tefal is a famous international brand which
was born 60 years ago with the first invention of the non-stick pan
(since 1956) and is currently the No.1 worldwide in pots and pans
(cookware); No.1 Europe in Irons and Blenders, etc. Tefal is
currently present in more than 120 countries globally and is the leader
brand of many countries on all continents. Referring to Tefal is a series of unique
breakthrough inventions in the household industry in all different sub-category: cookware,
small home appliances (Food and Non-Food), electric fan, personal care, etc.
Brand mission: “We create life-proof innovations to provide you with a seamless path to a
lively home.”
Brand purpose: By your side to get the best out of every day.
Brand benefit
- Function: Ingenious, high-performing & easy-to-use equipment that always
provides a shortcut to the right results, taking up less time, effort, and space.
- Emotion: The confidence that you will succeed, giving you more time to spend
bonding with your family.
Category background – Cookware
1. Category insights and consumer insights
2/3
2. Pans portfolio
New product launch in Vietnam – “UNLIMITED” frypan, Made in France
What is different between Tefal frypan vs. competitor:
1. Titanium coating (exclusive): 100,000 cycles = 25 years durability
2. Thermo-spot (in vietnamese “chấm đỏ báo nhiệt”) exclusive: perfect searing
3. Thermo-fusion base plus exclusive: fast and even cooking.
Target audience (TA)
Female (married), 30+, cosmopolitan, family oriented.
Cooking lover, health conscious, digital savvy
She is always looking for high quality products especially cooking stuff for example
frypan because she is master of cooking, and she uses it daily.
3/3
She loves kitchen brand which is expert in kitchen home appliances and trust in
heritage brand.
Challenge
Tefal has only entered the
Vietnam market since 2019 so
Tefal awareness (TOM) is not
high in comparison to our
competitor especially Sunhouse
(46% vs 81%) that have been
present in Vietnam for a long
time and have created
recognition from Vietnamese
consumers. In addition,
domestic brands such as LnL,
Kangaroo are also investing a lot in marketing, creating big competition in the
"household goods" industry.
The behavior of Vietnamese consumers tends to love the brands they have used for
a long time and the ability to open for new brands will also be a big barrier.
Tefal needs to create a communication strategy that is different from direct
competitors so that consumers realize who Tefal is.
Objectives
Supposing you belong to Tefal's marketing team, with the goal of connecting Tefal closer
to knowledgeable Vietnamese premium female, living in urban areas (HCMC and Hanoi),
with a high income at the age of 30+, can afford to buy Unlimited frypan (made in France)
With budget of 5B VND, you create digital marketing plan in 3 months to solve these
objectives:
1. With your understanding about brief, please tell more about market and consumer
insight.
2. With your understanding about consumer journey, please define digital
touchpoints where can approach our TA
3. Build marketing communication plan for new product launch “Unlimited” frypan
--------------------------------------End of test--------------------------------------
Note: - This paper contains 03 (two) pages, with 03 questions.
- Students are allowed to use materials during the examination.
- Good luck!
INSTRUCTOR
Pham Hung Cuong (Assoc. Prof. PhD.) – Le Giang Nam (PhD)
