BomBom Kids is a diaper brand with 10 years in the Japanese market. The brand is looking to expand in the Vietnamese market with the mission of being a trusted companion to mothers on their journey to growing up with their children.
Introduction
✪ Project: Brand expansion strategy
✪ Brand: BomBom Kids diaper brand
Background
– Overview
BomBom Kids is a diaper brand with 10 years in the Japanese market. The brand is looking to expand in the Vietnamese market with the mission of being a trusted companion to mothers on their journey to growing up with their children.
– Problem
BomBom Kids is a new diaper brand launched in the Vietnamese market and has not yet created recognition among its target customer group.
Objective
– Increase brand awareness in the Vietnamese market
– Increase sales
Brand Analysis
Competitors
| Bobby | Molfix | |
| Overview | Bobby is a famous diaper brand in Vietnam, owned by Unicharm Corporation from Japan. This brand was first launched in 1997 and quickly dominated the domestic diaper market thanks to its superior quality and reasonable price. | Molfix – The 4th largest diaper manufacturer in the world
Molfix is a famous diaper brand from Türkiye, belonging to the Hayat Kimya Group. In Vietnam, Molfix was launched in 2018 and quickly became one of the most popular diaper brands. |
| Target customers | Parents with young children, especially babies from newborns to toddlers. | Mothers with children from 0 to 6 years old. |
| Marketing 4P | Product
– Diapers, diapers, pads, wet wipes – Various sizes: from newborn, S to XXXL => Bobby always improves products based on quality, thinness, softness and is completely harmless to consumers’ health. Price Bobby’s selling price on e-commerce platform. – Compressed core diaper pants 165k (S46, M42) 234k (L48, M56, XXXL29) – Diapers 258k ( M76, S80, L68, XL62, XXL56) 170k (NB70, S54, M46, L40, XL36, XXL34) => Bobby to put product quantity and size according to price => Products in the mid-price segment Place – Direct: Website, Facebook, Shopee, Lazada – Indirect: Distributors, stores, MT channel systems and a team of specialized staff to manage product consumption at these supermarket systems. Promotion – Sold in combos of 2 packs, 3 packs – Free toys and wet towels for babies with every order => From advertising on television, Internet, newspapers, leaflets, billboards, posters, electronic billboards… to conducting public relations activities: collaborating with hot moms on TikTok. Organizing product introductions at exhibitions in the form of sponsors, sponsorship activities, relief… Thanks to the above strong promotional activities, Bobby has increasingly won the hearts of consumers, becoming one of the leading diaper brands in Vietnam. |
Product
– Diapers, newborn pads, cheap natural diapers, baby wet wipes – Various sizes from Newborn to XXXL Price Molfix diaper prices on e-commerce Natural diapers: 280k (S84/M82/L74/XL64/XXL58) NB70: 154k S60: 165k M52: 185k => Cheap product segment compared to the market Place – Direct: Website, Facebook, Instagram, Shopee, Lazada – Indirect: a system of more than 10,000 traditional retail stores, nearly 1,000 mother and baby stores, a system of supermarkets, large and small hypermarkets, Promotion – Maintain promotions on e-commerce platforms, sell in combos of 2-3 packs – Molfix maintains its identity in the minds of customers through advertisements (television and social media) and cooperation with KOL Ho Ngoc Ha. Molfix’s Social Engagement is Relatively Good
|
| Brand Image | Bobby uses a mascot character named Bobby-chan to reach out to audiences and appear in media campaigns. | Singer Ho Ngoc Ha, as the brand ambassador for Molfix in Vietnam, draws public attention to her parenting experiences and motherhood journey. This partnership will further Molfix’s aspiration to support and encourage Vietnamese mothers. |
| Strengths | – Bobby is manufactured using advanced technology from Japan, ensuring high quality and safety for babies
– The brand is widely present in the Vietnamese market from online to offline – The brand regularly organizes promotional programs, deploys widespread advertising campaigns on media and social networks, enhancing recognition and trust from consumers |
– Molfix is made from high quality materials, safe for baby’s skin
– Molfix diaper prices are low compared to other diaper brands on the market – Molfix regularly launches attractive promotions – Wide distribution system: from online to offline – Prestigious brand: Molfix is a prestigious diaper brand from Türkiye belonging to the large Hayat group, present in more than 100 countries around the world |
| Weaknesses | Limited designs compared to some other brands | – Product quality is still rated as low in terms of anti-overflow and anti-rash compared to competing products.
– Despite investing a lot in media, Molfix’s recognition and market share in the Vietnamese market are not large (Molfix’s e-commerce sales are 1/5 – 1/10 of Bobby’s) |
Source of Growth
| Target consumer | B2C: Parents with children from 0-3 years old | B2B (agents, sales stores) |
| Gender | Female (80%), Male (20%) | – |
| Geography | Rural areas, provinces far from the central area such as: Lao Cai, Yen Bai, Dien Bien, Cao Bang, Quang Nam, Soc Trang, etc. | Nationwide (with more focus on rural areas) |
| Age | 20 – 30 years old | – |
| Occupation | Housewives, factory workers, businessmen, government employees, etc. | – |
| Income level | average: VND 7-15 million | – |
| Purchasing and product usage behavior | – Have a habit of shopping at grocery stores, supermarkets, and mother and baby stores
– Buy online through E-commerce sites and social networks – Consult relatives, friends, and the online community before buying |
– Buy diapers in bulk to retail to end customers. However, the first time, they will import a small amount first to see how the product is consumed
– Pay attention to prices, discounts, and support policies from manufacturers/suppliers – There is a need for diverse products and diaper types to meet the needs of many different customer groups – Refer to product information from websites, social networks, other agents, sales staff, etc. – Compare diaper prices from different suppliers to choose the supplier with the best price |
| Customer Insight | – They are not too concerned about the brand of the product because they have young children and are first-time parents, so they do not have much experience in choosing diapers, but they are still concerned about whether the product quality is good for their children
– They are attracted by promotions, discounts, events taking place in the area, and accompanying gifts |
– Agents and distributors always want good product quality and price to optimize profits.
– Expect suppliers to have support policies such as high discounts, regular promotions, marketing support, etc. to attract agents and distributors to choose the supplier’s products. – Agents and distributors need product consulting support to be able to best advise their customers. |
SWOT
| S | W |
| – 10 years of Japanese quality diaper brand
– Quality is inspected by competent authorities |
– No specific brand positioning
– New brand in the Vietnamese market, not yet recognized by target customer groups |
| O | T |
| – The number of children born in Vietnam is high
– As personal income and living standards increase, consumers tend to spend more on child care products – The rural market has great development opportunities for diaper brands that are just starting to penetrate the market and do not have much brand recognition |
– The diaper industry is a highly competitive market with many major players such as P&G (Pampers), Kimberly-Clark (Huggies), Unicharm, and local manufacturers
– Environmental issues: Disposable diapers cause a large amount of waste and are difficult to decompose – Consumers increasingly demand high quality and safety of products, requiring manufacturers to strictly comply with quality standards and safety regulations |
Strategy
Focus on building Product Brand Story + Brand communication focuses on the elements of the product USP to exploit
Brand positioning: Diaper brand for every home
Brand Personality: The Caregiver
=> Take care of the baby on behalf of family members/mother
Brand Image
Companion
+ Friendly;
+ Always close;
+ Understanding and sympathy
Campaign
Phase 1 – Base: July 15, 2024 – July 31, 2024
Objective:
– Overall Marketing Strategy Plan
– Building communication channels, e-commerce channels, brand identity on multiple platforms
– Prepare A/B Testing Content System
– Prepare Communication Materials (Images/Videos)
Work:
– A/B Testing of products coming to market
– Testing Marketing & Communication strategies
Phase 2: August 1, 2024 – August 31, 2024
Objective:
– Brand identity
– Activate product brand => Launch on the market
Work:
– Content Marketing
– Digital Ads
– KOCs, Affiliate Marketing: Booking some KOCs to share content about child care, combined with product usage
Phase 3: September 1, 2024 – September 30, 2024
Objective:
– Boost sales
– Run campaign on National Day 2/9, Mid-Autumn Festival 17/9
Work:
– Content Marketing
– Digital Ads
– E-commerce
– Consulting on some offline activities
Phase 4: October 1, 2024 – October 31, 2024
Objective:
– Continue to promote sales after having a market
– Increase customer engagement with the brand
Work:
– Content Marketing
– Digital Ads
– E-commerce
Campaign results
Running
