Case Study

Introduction ✪ Project: Brand Awareness Communication Strategy ✪ Brand: OREM ✪ Field: Manufacturing – Export ✪ Implementation time: 6 months Background OREM is a high-end designer curtain brand under ODA Vietnam Co., Ltd. Developed on the basis of advanced production techniques and modern design thinking, OREM offers exclusive Japanese-style curtains, clearly expressing the aesthetic taste and sophisticated lifestyle of customers. The diverse product portfolio from traditional curtains, designer curtains to environmentally friendly recycled (upcycling) product lines, affirms OREM’s commitment to sustainability and difference in every living space. Despite its modern technical foundation and aesthetically pleasing design, OREM is facing some strategic challenges in its quest to increase its recognition and market share. Its higher than average price point puts the brand at a competitive disadvantage in the retail channel (B2C). In addition, OREM’s current design orientation, which emphasizes softness, femininity and artistry, may not be fully compatible with the tastes of a wide range of customers. The product portfolio focuses on exclusive, specific designs aimed at a narrow group of customers, which also somewhat limits the ability to expand and develop market scale in a period of fierce competition. Target As a Strategic Communications Consultant, SEFA Media identifies the main objectives of the Brand Communications campaign including: Increase awareness of OREM among customers Increase brand awareness and boost sales of ruffled style curtains Positioning the OREM brand as the top choice for stylish and creative interior design Maximize opportunities from individual and corporate customer groups, especially targeted cafes and homestays, through content strategy and increase sales at the end of the year. Brand Audit SEFA Media identifies two main growth sources for OREM, including business-to-business (B2B) and individual customers (B2C). The main strategic focus is on B2C customers. Group B2C B2B Young customers like to decorate their own rooms (Important) Mom bought curtains to decorate her child’s room. Shopper: mom End-user: child The customer is a small coffee shop, vintage style (coffee curtain) The client is the owner of a small hotel. Boutique hotels and themed homestays (New file) Sex Female (higher proportion, often tend to pay attention to interior decoration details). Men (especially those who love minimalist and modern lifestyle) Shopper: Woman (mother). End-user: Girl Male and Female Shop owners are usually women (about 70-80%) Age 22 – 35 years old: Young, dynamic customer group, loves innovation, regularly updates modern home decoration trends Shopper: 28 – 40 years old (parents with children of school age or younger). End-user: 0 – 12 years old (children from newborn to primary school) 25-35 years old, young people starting a business or wanting to own a creative business space Marital status Single or newly married: Tend to invest in personal living space or small family Married Most are single or married but do not have many commitments regarding children, allowing them to have time and focus on business. Job Office workers, creative (designers, architects, lifestyle influencers, freelance artists) Fresh graduates or those pursuing a modern lifestyle Office worker, teacher, self-employed, or housewife Mainly creative people (designers, photographers), freelancers, or young entrepreneurs Mainly freelancers, office workers who want to start a business, or individuals working in creative fields (designers, photographers) Geography Urban areas (Hanoi, Ho Chi Minh City, Da Nang) because they have compact living spaces, requiring sophistication in interior design. Big cities (Hanoi, Ho Chi Minh City, Da Nang, Can Tho) and urban areas with high living standards Major urban areas or tourist spots – Big cities: Ho Chi Minh City, Hanoi, Da Nang, or tourist cities (Hoi An, Da Lat) – Location in residential or tourist areas: The restaurant is often located in small, quiet alleys with a nostalgic style. Income Income from 10-25 million VND/month, willing to spend on interior decoration products with beautiful design and useful features Average to good (10 – 30 million/month) Average: 20 – 40 million VND/month (including income from coffee shop) Average: 30 – 50 million VND/month Behavior – Often look for ideas on social networks (Instagram, Pinterest, TikTok) or through home decor articles – Love products with the factor of “high aesthetics + utility” – Buy online through e-commerce platforms or showrooms with experience spaces – Regularly shop for household items and items for children (prioritize safe, cute products that suit your child’s interests) – Research information on online platforms (websites, social networks, groups of mothers) – Make decisions based on: + Suggestions from friends and relatives + Product reviews, sample room decoration images – Space decoration: + Love decorating the shop space in a nostalgic, cozy style, suitable for customers to check-in and share on social networks + Look for decor items such as curtains, tables, chairs, and pictures in vintage style that are easy to coordinate with the overall space. – Search for products: + Usually search through online channels such as Facebook, Instagram, Shopee, or groups related to coffee shop decor + Prioritize products that are easy to install, maintain, reasonably priced, and durable. – Pay attention to uniform design: + Requires harmony and unity in design style, from curtains, beds, decorations to lighting + Find decor products that help the space match the vibe of the shop. – Focus on quality: + Willing to spend on durable, easy-to-wash products because they are not expensive and purchased in small quantities – Looking for convenient solutions: + Prioritize units that provide complete solutions (curtains, furniture, and design consulting services) or include tools for investors to set up General buying psychology – Prioritize features: Curtains must be heat-resistant, ensure privacy but still let natural light into the room – Focus on aesthetics: The product needs to create a gentle, delicate feeling, suitable for a minimalist, modern style. – Brand awareness: Prioritize Japanese brands because they are associated with sophistication and quality. – Top priority: Safe materials, non-allergenic for children – Love the cute design, suitable for your child’s age and interests – Reasonable price but still beautiful and durable – Appreciate products associated with prestigious brands – Want your space to be unique and

In the context of an increasingly competitive pharmaceutical market, businesses not only need a strong brand but also need to adapt to digital consumption trends. Traphaco – a leading pharmaceutical brand in Vietnam with more than 50 years of development is expanding its business strategy, especially its high-end oriental medicine product line. However, to reach young customers and increase online sales, Traphaco needs an effective Digital Marketing solution. SEFA Media – the leading strategic consulting unit in the field of Pharmacy & Healthcare proposes a Performance Marketing strategic solution to help Traphaco optimize sales performance, reach the right target customers and promote revenue growth on digital platforms. Traphaco – Prestigious leading pharmaceutical brand in Vietnam Traphaco is one of the leading pharmaceutical companies in Vietnam, a pioneer in the production and distribution of high-quality Eastern and Western medicines. With over 50 years of establishment and development, Traphaco has not only built a strong brand but also owns a nationwide distribution system, playing an important role in the Vietnamese pharmaceutical industry. As the number 1 pharmaceutical company in Vietnam in terms of revenue and profit growth, Traphaco stands out with its sustainable development orientation, focusing on green, safe and environmentally friendly products. Traphaco’s production system is built according to the green supply chain model, from clean medicinal materials, modern production technology to standard distribution channels, ensuring optimal quality for consumers. Traphaco’s strengths on the market: Long-standing brand & high recognition: Traphaco has become a familiar name to consumers, especially middle-aged and elderly customers, thanks to outstanding products such as Hoat Huyet Duong Nao, Cebraton, Boganic, Tottri,… Wide distribution system: Traphaco’s products are available at more than 27,000 pharmacies nationwide, focusing on OOH to maintain strong brand coverage. High quality products: Traphaco applies advanced production technology, combined with natural ingredients to create safe and effective products, serving the needs of comprehensive health care. > See more information about Traphaco: https://traphaco.com.vn/ Traphaco’s desire for digital development Despite owning a strong brand in the traditional market, Traphaco has not yet effectively exploited Digital Marketing channels. Currently, the company is having a strategy to promote online channels to reach young customers, increase brand awareness in the digital environment and develop sustainable revenue. Through early stage research from SEFA Media, our team of experts assessed that young customers tend to prioritize online shopping, are interested in health care products but have little access to traditional channels such as pharmacies. Therefore, investing heavily in Digital Marketing is an inevitable step to expand the potential customer base. Traphaco is focusing on developing high-end oriental medicine lines with the goal of rejuvenating the customer group. Some strategic products in this category include: Premium product line: Boganic Premium, Cebraton Premium, Formenton Premium – high-end oriental medicine products with improved ingredients, aimed at young customers interested in proactive health. Mother and baby product line: Methorphan Bee, Ivy (cough syrup for babies) – safe, benign products, suitable for the trend of natural health care for children. Nutritional supplement product line: Antot (strengthens resistance), Calcium (Secan, Seacan Plus), Iron (Feritonic, Feritonic Plus), VikDrop (Vitamin D3K2) – supply the body’s need for essential micronutrients. Hair care product line: Bohairic – aimed at consumers interested in scalp health, hair and beauty. In addition to expanding its product portfolio, Traphaco needs effective digital marketing solutions, exploiting the power of Digital Marketing & Performance Marketing to reach and conquer potential customers. Performance Marketing solutions to increase revenue from SEFA Media SEFA Media accompanies Traphaco in implementing Performance Marketing strategy, utilizing Digital platform to reach target customers and effectively increase revenue. Identify potential customers Potential customers: Office workers – Demographics: + Gender: Male, female + Age: 28 – 40 + Income: Average – high + Job: Office worker + Location: Major cities (Hanoi, Ho Chi Minh City, Da Nang, Hai Phong…) – Consumer behavior: + Using computers regularly, sitting a lot, susceptible to bone and joint diseases, digestive diseases + Tendency to search for health solutions on Google, social networks + Not having the habit of regular health check-ups, only paying attention when symptoms appear – Customer insight: “I am worried about my long-term health because of ‘office diseases’ caused by sitting too much and stress. In the past, I often searched for solutions online instead of going to the doctor. I realized that I need to take better care of my health to enjoy life.” Deployment strategy SEFA Media consulting on Performance Marketing solutions to increase revenue for leading pharmaceutical manufacturer Traphaco: Building media resources on Ecommerce: Optimizing brand image and product content on digital platforms Developing E-commerce channels: Increasing product coverage, optimizing advertising campaigns on e-commerce platforms Reach target customers (office workers, mothers with young children): Deploy accurate advertising, focusing on real needs Create trial opportunities, build consumer habits: Promotional programs, product combos suitable for each customer group Increase sales and market share on E-commerce channels: Optimize advertising effectiveness, boost revenue on online platforms SEFA Media – Leading unit in Strategic Consulting for Pharmaceutical and Medical Industry With over 8 years of experience, SEFA Media is a Brand strategy consultant for many domestic and international businesses, helping brands expand their markets and optimize business operations. In particular, the Pharmaceutical & Medical industry is one of the development focuses of SEFA Media, we provide exclusive Marketing solutions, accompanying businesses on the journey of digital transformation and sustainable growth. SEFA Media provides in-depth Performance Marketing solutions, applying AI & Digital Marketing technology, helping pharmaceutical brands reach the right customers, increase sales and expand market share on online channels effectively. We have a team of experts with Master’s degrees or higher, extensive expertise, and a deep understanding of the market characteristics of the Pharmaceutical & Medical industry. SEFA Media is a pioneer in applying AI technology to support and optimize the successful implementation of Performance Marketing campaigns. If you are looking for a strategic partner to grow your revenue and brand, contact SEFA Media today to create breakthroughs together! For more information, contact us via: Hotline: 0985 196 23

The US market is one of the most competitive markets in the health & beauty industry, especially for businesses that want to reach the Vietnamese community in the US. Tina Horizon , with more than 10 years of experience in the industry, has been looking for optimal marketing solutions to reach the right potential customers, increase brand awareness and boost sales in the US market. Working with SEFA Media, Tina Horizon has applied the Performance Marketing & AI strategy to maximize marketing performance, create a strong competitive advantage and develop sustainably in this potential market. Tina Horizon – A reputable Health & Beauty products supplier for 10 years in the US market With over 10 years of experience, Tina Horizon has affirmed its solid position in the field of distributing health and beauty products in the US. The brand is not only trusted by Vietnamese consumers in the US but also expanded to the overseas Vietnamese community and Vietnamese people living in Canada thanks to its high-quality products, strict inspection processes and strict safety standards. In order to expand scale and improve business efficiency, Tina Horizon focuses on modern marketing solutions to increase brand awareness, reach the right target customers and optimize revenue in a highly competitive environment like the US market. > See more about Tina Horizon: https://tinahorizon.com/ Approaching Vietnamese customers in the US market – Challenges and opportunities The US market is one of the most competitive business environments in the world, especially in the health and beauty industry. For the Vietnamese customer group in the US, reaching and convincing them to use the product is not simply a matter of promotion but requires a marketing strategy that is suitable for the consumer habits, culture and psychology of this customer group. Vietnamese Americans are a distinct consumer community, with a high demand for health and beauty products. This is due to many factors such as self-care habits, higher living standards, a desire to maintain long-term health, and a strong connection with family and loved ones in Vietnam. Consumer trends prioritize high quality Vietnamese customers in the US have a high regard for quality when shopping. This comes from being careful in choosing products related to health and beauty. They often look for brands with clear certifications, safe ingredients, and reliable origins. Because, in a market flooded with imported products from many countries, transparency and reputation are decisive factors. Pay attention to ingredients and origins: Vietnamese people tend to carefully consider product labels, prioritizing products with natural extracts, free of toxic chemicals. Willing to pay more for health value: Instead of choosing cheap products, they accept to pay higher prices if they see real benefits, especially products with scientific research proving their effectiveness. Brands that are highly rated by the community: They tend to trust products that have been used and given good feedback by other Vietnamese people in the US. Reviews on social media platforms, groups, and real reviews play an important role in purchasing decisions. The need for beauty goes hand in hand with health care The American lifestyle places a premium on both appearance and health, and Vietnamese consumers are no exception. They not only look for high-end skin care and cosmetic products, but also focus on functional foods and products that support overall health. Trends in using dietary supplements: Vitamins, collagen, weight loss pills, immune boosters, and joint protection pills are popular products in the shopping carts of Vietnamese customers. Safe cosmetics, suitable for Asian skin: Vietnamese people often choose product lines designed for Asian skin, prioritizing brands with research suitable for climate and physical characteristics. Connect with loved ones in Vietnam – Shopping is not just for yourself A prominent feature of Vietnamese customers in the US is the need to shop not only for personal use, but also to send money back home to family and relatives. “Sending goods to Vietnam” mentality: Vietnamese people trust the quality of American goods, so they often buy functional foods and cosmetics to send back to their families. Popular products include powdered milk, vitamins for the elderly, and nutritional supplements for women and children. Buy in bulk: When they find the right product, they tend to buy in bulk or multiple items at once to take advantage of discounts and reduce shipping costs. Impact from demand in Vietnam: Relatives in the country can ask for help to buy hot products in the US market, this creates special demand for products not available in Vietnam. The influence of the Vietnamese community in America The Vietnamese community in the US is closely connected, and this factor greatly influences shopping habits. Many people consult with friends, family or groups before making a decision. A product with good reviews will spread quickly in the community. SEFA Media’s Performance Max Solution for Tina Horizon: Maximizing performance in reaching Vietnamese customers in the US In a fiercely competitive market like the US, reaching and conquering Vietnamese customers requires a marketing strategy that is not only effective but also cost-effective. SEFA Media Strategy experts have deployed the Performance Max solution, a comprehensive digital marketing strategy, helping Tina Horizon expand her reach, maximize conversion rates and increase sustainable revenue. Performance Max: Comprehensive Marketing solution focused on performance Performance Max is a smart advertising model that leverages big data, artificial intelligence (AI) and machine learning algorithms to deliver multi-channel advertising, optimizing effectiveness for each specific customer group. Unlike traditional advertising campaigns, Performance Max does not stop at simply running ads but also: Strategic Thinking about distributing content to the most appropriate platforms (Google, Facebook, YouTube) Conversion-targeted optimization: Not just stopping at impressions or clicks, SEFA Media focuses on actual purchasing behavior, helping Tina Horizon achieve maximum revenue at the lowest cost. Personalize customer experience: Algorithms automatically adjust advertising content, images, and videos for each customer group based on behavior, interests, and shopping needs. Strategy from SEFA Media Based on the characteristics of Vietnamese customers in the US, SEFA Media designs a Performance Max strategy for each

The cat food market is becoming increasingly competitive, especially with the entry of international brands. Among a wide range of choices, how can a product from Malaysia conquer consumers and establish a solid position in Vietnam? Let’s join SEFA Media to learn about the brand strategy that helps the Malaysian cat food brand – Powercat penetrate the Vietnamese market. Powercat – Famous cat food brand from Malaysia Powercat was officially launched in 2014 in Malaysia and quickly became a favorite cat food brand in many countries. With its commitment to quality and safety, Powercat has won the “Brand of the Year” award four times, affirming its position in the pet food industry. Manufactured on advanced technological lines, Powercat products not only meet international standards but are also carefully researched to suit the nutritional needs of cats of all ages. This helps the “royals” grow healthily, maintain energy and have a better immune system. Powercat is committed to using 100% natural ingredients, without any toxic ingredients that can affect the health of your cat. In particular, this brand guarantees “THREE NO’s” in the production formula: – NO added salt – Helps protect the kidneys and prevent the risk of kidney stones in cats. – NO preservatives – Absolutely safe, does not negatively affect the long-term health of cats. – NO artificial coloring or flavoring – Preserves the natural flavor, helping cats easily digest and absorb nutrients. Thanks to its rich nutritional formula, Powercat is a balanced diet that comprehensively supports the health and development of your cat. To satisfy the preferences of each “boss”, Powercat offers a variety of delicious flavors: Ocean Fish, Tuna, Chicken and Kitten food line. > See more about Powercat cat food brand: https://powerpetsvn.com/ Powercat and the vision for launching in the Vietnamese market In recent years, the pet food market in Vietnam, especially cat food, has grown strongly. The increase in the number of cat owners, along with the trend of more scientific and professional pet care, has created a great demand for high-quality nutritional products. According to statistics, the pet food market in Vietnam is achieving double-digit annual growth, reflecting the trend of cat keeping not only as a hobby but also as a lifestyle for many people. In the past, many cat owners in Vietnam had the habit of feeding leftovers or preparing their own food at home. However, with increasing awareness of the specialized nutritional needs of cats, consumers have gradually switched to using specialized dry food and wet food products. International brands such as Royal Canin, Whiskas or Me-O have dominated the market very early, creating fierce competition in this industry. Although Vietnam is a potential market, Powercat also faced many big challenges when deciding to expand its business here. One of the first difficulties was fierce competition from established brands. Famous cat food brands have built strong distribution systems, have extensive retail networks and possess effective customer approach strategies. This forced Powercat to find a different approach to attract the attention of consumers. Another challenge comes from consumer habits and brand awareness. Cat owners in Vietnam tend to be loyal to familiar brands. Convincing customers to try a new product requires not only an effective marketing strategy but also confirmation of product quality through real-life user experiences. In addition, the price factor is also a major barrier. In the cat food segment, consumers often look for products with reasonable prices but still ensure quality. Balancing price and nutritional value in the product is an important problem that Powercat needs to solve when entering the market. Launch Strategy in Vietnam market with SEFA Media Powercat believes in cooperating with SEFA Media to build a methodical launch strategy, helping the brand quickly reach the potential market in Vietnam. With in-depth research on consumer behavior and market trends, this launch strategy focuses on building brand awareness, reaching the right target customers and expanding the distribution network sustainably. Source of Growth Strategy Based on market research and surveys, SEFA Media determined that in the first phase, Powercat will focus on the Northern market, targeting two main target groups: 1) Cat Owners SoG 1: They not only want good products for their cats but also want to express their personality through the way they take care of their pets, choosing reputable brands and unique products. Consider cats as family members and take good care of them Most people live in apartments, looking for convenient food but still ensuring quality Rely on online reviews and the cat community to make your purchasing decision Prioritize grain and pate food because it saves time SoG 2: This customer group needs assurance of quality and long-term benefits for cats. Care about the pet’s health, learn carefully before buying Less price sensitive, willing to spend money if the value is worth it When they don’t know much about the product, they will listen to their children or relatives in making a purchase decision Purchase at a pet store, veterinarian, or cat spa 2) Distributors & Retailers SoG 3: This group needs brand support to increase sales. Need easy-to-sell products, reasonable prices, strong brands to easily convince customers Regularly compare products between many brands before importing goods Pay attention to pricing policy, shipping support and marketing Prioritize cooperation with brands that have preferential programs when purchasing in large quantities. Some dealers tend to buy in bulk and divide it up for retail sale. Overall Brand Strategy SEFA Media – The leading unit in consulting on overall Brand Strategy and Marketing for businesses determines the launch and expansion roadmap for the Powercat brand in Vietnam in 3 main stages: Base Stage – Establishing the brand foundation In the initial stages of market penetration, the core objective is to build brand awareness and convey the message “Powercat – International standard nutritional food for cats” to customers. The focus of this stage includes: Build an official communication channel system such as website, fanpage, TikTok, YouTube, ensuring consistency in brand identity Communicate the presence of Powercat

2025 is an opportunity for businesses to grow rapidly, especially in the high-end Tourism and Hospitality industry in Vietnam. To continue the momentum of development and expand its influence in the international market, Silk Sense has officially renewed its cooperation with SEFA Media, a leading Brand Strategy and Marketing consulting unit, to deploy breakthrough solutions in 2025. 5-star Hotel Marketing project achieves successful milestones in 2024 Silk Sense Hoi An River Resort is one of the pioneering 5-star resorts in Hoi An, known for its first zero-plastic waste model and amenities associated with a green lifestyle. Not only providing high-class accommodation services, Silk Sense also brings unique experiences of eco-tourism, indigenous culture and sustainable development. Taking advantage of its prime location on the Co Co River and green space accounting for 70% of the total area, Silk Sense not only attracts visitors with its landscape but also with its special amenities: Chlorine-free swimming pool, using natural mineral salt filtration system, helps protect health. Farm-to-Table model, growing organic vegetables at Caman Village to provide ingredients for Areca restaurant. Apply sustainable materials, replace plastic with bamboo, wood and recycled products. Organize green activities, spread messages about environmental protection to domestic and foreign tourists. These sustainable values ​​not only help Silk Sense differentiate itself in the market but also become a strong highlight in the Marketing strategy implemented by SEFA Media. > See more about 5-star Silk Sense Hoi An Hotel: https://silksenseresort.com/  In 2024, Silk Sense cooperated with SEFA Media, a leading Brand Strategy Consulting and Multi-industry Marketing Strategy Implementation Unit, now further affirming its position as a Consulting Expert for the high-end tourism and hotel industry. With the rapidly changing tourism industry landscape, SEFA has built a comprehensive strategy, focusing on two key markets: Korea & Australia. Based on customer behavior research, SEFA has identified two potential customer groups to exploit: (1) Group of guests looking for local cultural experiences Want to discover an original Hoi An, from cuisine, customs to traditional activities such as making lanterns, pottery, rowing on the river Struggling to find reliable information, overwhelmed by the plethora of data sources online Need support with visual, accessible content across travel & social media platforms (2) Group of customers who love eco-tourism & sustainable resorts Looking for a green resort that limits plastic waste and is environmentally friendly? Interested in high quality service, but still want to enjoy peace and harmony with nature. Highlighting wellness amenities, from spa treatments, mineral salt pools, to organic cuisine Multi-channel Marketing Strategy targeting international customers, building sustainable brand identity SEFA Media has implemented a comprehensive marketing strategy, focusing on brand-oriented content, optimizing OTA channels and promoting Silk Sense in the international market. Optimize OTA & SEO – Increase customer reach Multi-platform content strategy Facebook, Website, Naver (Korea) – Effectively reach target customers International Communications Campaign – Bringing Silk Sense to the world Real-life experience promotion campaign After the 2024 launch campaign, SEFA Media has accompanied Silk Sense to increase brand awareness in the international market, especially in Korea & Australia. Strengthening the image of a sustainable green 5-star hotel as well as building a solid content system, helping Silk Sense maintain a strong presence in Digital Marketing. SEFA Media completes renewal with Silk Sense along with 2025 Strategy Entering 2025, the luxury hotel tourism industry continues to witness a strong recovery after the fluctuations of the global economy. According to a report by the World Tourism Organization (UNWTO), the number of international tourists is expected to grow by 5-7%, especially in the Southeast Asia region, where resort tourism, cultural experiences and green tourism are becoming the main trends. In Vietnam, Hoi An continues to maintain its position as one of the most attractive destinations, especially for tourists from Korea, Australia and Europe. The trend of eco-tourism, sustainability, combining relaxation and experiencing local culture is increasingly prioritized, requiring high-end hotel brands to upgrade their services, optimize customer approach strategies and increase international brand recognition. In this context, SEFA Media continues to renew and accompany Silk Sense Hoi An River Resort with the 2025 strategy, aiming to enhance brand position, optimize customer conversion and build a sustainable marketing strategy. As a leading consulting unit for Brand strategy and overall Marketing for the Tourism and Hospitality Industry, SEFA Media provides comprehensive solutions to help businesses enhance their position and create competitive advantages over competitors in the industry. Led by a team of MULTI-INDUSTRY experts in Finance, Business, Marketing, Technology, and Production, SEFA is always ready to continuously develop and accompany the daily innovation of the market. Silk Sense’s continued cooperation with SEFA Media not only affirms the effectiveness of the 2024 strategy, but also affirms its position as the leading agency in Vietnam in the field of hotel tourism and opens a new journey full of potential in 2025. Join us in aiming to elevate the brand, expand the market and make Silk Sense become the leading 5-star resort icon in the region. With the close cooperation between Silk Sense and SEFA Media, 2025 promises to be a promising year, taking this resort further in its journey of sustainable development and expanding the international customer market. Let’s look forward to new steps of Silk Sense on the journey to enhance green, sustainable and sophisticated travel experiences in 2025! For more information, contact us via: Hotline: 0985 196 23 Email: Contact@sefamedia.vn Fanpage: www.facebook.com/Sefamedia.vn

The year 2025 opens up many opportunities and challenges for the manufacturing industry in Vietnam, especially the construction materials sector. SEFA Media has just completed a field survey at the Xuan Thanh Cement project, opening up the prospect of strategic cooperation to bring this brand further on the international map. With a commitment to sustainable companionship, we believe that the combination of creative strategy and continuous innovation will be the key to helping businesses conquer breakthrough growth milestones. About Xuan Thanh Cement – ​​Imprint of Vietnamese brand Xuan Thanh Cement is one of the leading enterprises in the field of cement production and supply in Vietnam. With a modern technological chain system, Xuan Thanh Cement products are present in more than 20 countries and territories on all 5 continents. Not only focusing on large-scale production, the enterprise also focuses on sustainability and environmental friendliness to meet the increasingly strict construction needs of the market. Xuan Thanh Cement is known for its advanced, high-performance production technology, ensuring product quality that meets international standards. In 2021, Xuan Thanh Cement was honored to receive the certificate of the Unit owning the most modern production line with the largest capacity in Vietnam. The strong development of the brand is a testament to its outstanding competitiveness, helping businesses stand firm and expand their domestic and international markets. > See more about Xuan Thanh Cement: https://ximangxuanthanh.vn/ Mission and vision With the goal of becoming a leading cement brand, Xuan Thanh Cement constantly invests in technology, improves production, and brings high-quality, environmentally friendly cement products. The company is committed to accompanying the development of the construction industry, contributing to the creation of solid and modern works, increasing the sustainability of the Vietnamese Cement industry. Not only aiming to expand production scale, the enterprise also focuses on building a closed supply chain, optimizing operating processes and developing according to a green production model. With a long-term strategy, the brand aims to achieve a total capacity of more than 30 million tons of cement/year by 2030, making Vietnam a center for high-quality cement production in the world. Aiming to become a “GREEN” cement production enterprise In Ha Nam, Xuan Thanh Cement has pioneered the application of advanced dry cement production technology from FLSmidth – Denmark, one of the most modern systems in the world. The factory operates with two production lines with a total capacity of up to 5.41 million tons of cement per year, operating in a closed model and automatically controlled from the CCR center with thousands of monitoring and measuring points. In particular, the factory has installed a Newtron-gamma online rapid analysis system, which helps to control product quality accurately. At the same time, to optimize energy, Xuan Thanh Cement has deployed a system to recover excess heat from the heat exchanger and kiln, generating 24,800 kW of electricity. This power source is reused for production, helping to save up to 30% of operating energy, contributing to optimizing costs and minimizing environmental impacts. FLSmidth’s regional president commented that Xuan Thanh Cement is leading the way in implementing sustainable development goals, raising the standards of the Vietnamese cement industry and promoting the industry in a greener, more efficient direction. SEFA Media surveyed Xuan Thanh Cement project – Strategic orientation for a strong breakthrough With a commitment to accompany and promote the sustainable development of Vietnamese enterprises, SEFA Media constantly invests resources, devotes itself to researching and building breakthrough communication strategies. In the cooperation project with Xuan Thanh Cement, we bring creative strategic solutions, helping enterprises expand their scale, enhance brand value and affirm their position in the international market. During this on-site survey, SEFA Media’s team of experts analyzed the potential, evaluated the operating model, and identified the most optimal strategies to elevate the brand. We believe that the combination of a solid production foundation and a sharp brand strategy will create an important breakthrough, not only helping the business lead the domestic market but also increase its influence on a global scale. SEFA Media is proud to be an important lever for the sustainable development of Vietnamese enterprises . In the competitive business context, continuous innovation and sharp strategic thinking are the core factors that help brands make strong breakthroughs. Therefore, the team of MULTI-INDUSTRIES experts in Finance, Business, Marketing, Technology, Production, always actively researches trends, analyzes the market and provides comprehensive Marketing solutions, helping businesses not only increase their competitive advantage but also build sustainable brand value. SEFA Media is proud to be the leading unit in Brand and Marketing Strategy Consulting for the Cement and Industrial sectors. Look forward to SEFA Media in this year’s super project! If you are a business looking for a breakthrough branding solution, do not hesitate to contact us. SEFA Media’s team of MULTI-SPECIALIZED experts are always ready to provide exclusive strategic advice, helping businesses lead the trend and conquer the market. For more information, please contact us via: Hotline: 0985 196 23 Email: Contact@sefamedia.vn Fanpage: www.facebook.com/Sefamedia.vn

Established in 1996, under Srithai Superware Group in Thailand. Srithai Company currently has 3 factories with large capacity operating in two provinces: Binh Duong and Bac Ninh. Introduction ✪ Project: IMC ✪ Brand: Srithai ✪ Field: Dining utensils ✪ Implementation period: August 1, 2024 – August 31, 2024 Background The brand is a tableware made from 100% Melamine plastic, raw materials directly imported from Thailand. The global market for melamine tableware is experiencing significant growth. This growth is driven by Melamine’s durability, light weight, heat resistance and cost effectiveness. Current operating status: Sales are growing steadily every year, there is a loyal customer base using the product. Problems & Difficulties: Superware has not yet gained good recognition with the audience Customers do not understand Melamine materials and do not see the value of the product compared to other competitors Customers always have prejudices about plastic products Target Business Objective: Value Sales at Modern Trade channel increased 20% compared to last month Volume Sales increased sharply -> Pushed inventory Marketing Objective (Change in Behavior): Change shopping behavior instead of choosing ceramic bowls will choose to buy plastic bowls Changing consumer behavior of looking at the bottom of the bowl before eating out of product curiosity Communication Objective (Change in Mind): Changing perceptions about plastic products -> Attribute: Safety Increase brand awareness of products with attributes: Durable, Unbreakable Brand Analysis Growth Source: Direct Brand Consumer CG1: Mother in the family (25-40) SWOT Strength Weakness – Brand Positioning: Pioneer in 100% melamine products, leading the market – Place: Points of sale nationwide – Product: the product is made of standard Melamine material, has been inspected and licensed. Diverse designs suitable for many different purposes – Trade Marketing: Good recognition in the market of tableware made from plastic – Brand Positioning: No brand positioning yet, customers use the product but have no awareness of the brand – Promotion: There is no program that affects customer shopping behavior – Brand Communication: No outstanding communication activities other than participation in the fair Opportunity Threat – The product is a replacement for fragile materials – Brand awareness: Customers may misunderstand whether the product can actually withstand high temperatures – Competitor: Competitors can benefit from the publicity for Melamine material Campaign Campaign Objective: Increase awareness of product USPs of “100% melamine”, “Durable”, “HARD TO BREAK” Increase awareness of the product offering Brand as Superware (associate Idea with penguin) Communication message (KEY MESSAGE) Conveying the message of “Safety” of Melamine plastic products: Hard to break, 100% Melamine is safe for users Combine the image of the “Penguin” to help customers remember the brand – Big Idea: “The perfect eating utensil” – Supporting Ideas: “Diverse types”, “Family bonding”, “Durable”, “Unbreakable”, “Quality”, “Safe”, “Easy to clean” – Big Idea implementation activities: TVC: Conveying messages with many scenes on the family dining table showing product features through each activity I accidentally dropped a bowl made of fragile material, resulting in broken pieces that could injure me Children can clean up by themselves from a young age because the bowl is light and easy to clean … Challenge combined with community activities The “drop test” challenge proves the product’s coolness and durability. For each successful video, a meal can be donated to a person in need. => The activity not only demonstrates the features of Superware but also enhances the value of the brand. The campaign uses the image of a Penguin throughout to make it easier for customers to remember the Brand through an image that is the character on the company’s Logo. Campaign results Running

Jack N’ Jill is a natural, vegan baby care brand from Australia that produces highly effective products with high levels of active ingredients and no unnecessary, excess chemicals. Introduction ✪ Project: Child care brand ✪ Brand: Jack N’ Jill ✪ Field: Baby products Background Problem: Jack N’ Jill Vietnam is in the process of developing its brand. Although it has been in Vietnam since November 2023, brand recognition is still not high. The brand does not have a communication campaign to promote the brand. Target Increase Jack N’ Jill brand reach and market share Increase brand awareness to customer groups, thereby increasing business revenue Brand Analysis Competitors Babycoccole NUK Chicco Overview #1 baby care brand in Italy. Babycoccole is a brand focusing on mother and baby care products originating from Italy developed for over 50 years. Present in many countries around the world, committed to providing products extracted from nature to care for newborns, pregnant mothers, and sensitive skin worldwide. Germany’s leading brand. Founded in 1956, all NUK products are based on the most advanced medical research combined with surveys of thousands of breastfeeding mothers, and are periodically tested and evaluated by the independent market research institute GFK Healthcare, Germany. In 2011, Anh Duong distribution officially became the exclusive distributor of NUK in Vietnam. Chicco is part of Artsana (1946) – the #1 group in Italy as well as the leading group in Europe in the field of child care. Entering the Vietnamese market in 2012, Chicco Vietnam has successfully conquered Vietnamese parents and become the most trusted and chosen brand for mother and baby care. Product – Anti-rash – Bathing and showering – Moisturizing – Sun protection – Anti-mosquito repellent – Chapped cream and moisturizer – Dental care – Water – Chapped and eczema – Cleanser – Prevent stretch marks – Washing baby bottles => Babycoccole provides a variety and full range of care products (cosmetics) for mothers and babies (from 0 month old) => According to sales information on e-commerce channels: Best-selling products are Baby perfume and Mosquito repellent spray – Baby bottles & accessories – Pacifier – Dining utensils – Baby care & hygiene – Oral hygiene => Provides many mother and baby products, mainly compact daily necessities => NUK’s best-selling retail products are: Pacifiers, baby bottles Distribute a wide range of products in the mother and baby industry – Breast pump – Stroller, cradle – Skin and hair care – Dining utensils – Toy – Dental care – Clothes cleaner => Best-selling retail products: Toothpaste, Shower gel Place Direct: Website, Facebook, IG, Tiktokshop, Shopee Indirect: Mother and baby stores/agents nationwide (Offline/Online) KidPlaza Direct: Website, Facebook, Shopee, Lazada Indirect: Mother and baby stores/agents nationwide (Offline/Online) KidPlaza Direct: Website, Facebook, Shopee, Lazada, Tiki Indirect: Distributed at mother and baby stores nationwide (Online/ Offline) Bibo mart, Kid Plaza, Concung,.. Price Shower gel/Shampoo: 250k/ 250ml Toothpaste 0M+: 199k Toothbrush: 119k Toothpaste: 111k/ 50ml Toothbrush: 103k Shower gel: ~257k/ 200ml Toothpaste: 167k/ 50ml Toothbrush: 142k Promotion – Booking KOL/ KOCs: Hello Pharmacist, Hannah Olala, Giang Oi, Editor Minh Trang, Trang Lou, Mother Mai Phuong, Thanh Tran, Banh Bao – Promotional programs: Accumulate points to redeem gifts: specially highlighted on all platforms (Website, Facebook) – Promotional programs on E-commerce platforms – KOLs/KOCs: Doan Van Hau – Combined with MV Ez papa – Justatee – Event + “Launching the new generation of Italian Chicco folding stroller” offline + International exhibition of products & services for pregnant mothers, mothers and children Vietbay Fair 2024! + The LuxMom Mega Expo event “Imprint 18” –  Shopee: A series of discount programs on sale days: 10% discount, 150k voucher,.. Communication Website + Website provides information about brands and products. + Eye-catching interface, suitable for product characteristics + Update promotions, KOL reviews/expert identification. + There are separate sitemaps for the “Accumulate points to redeem gifts” program and an information blog that updates articles on important information about child care and education. Facebook + Acts as a maintenance channel to increase brand touch points and reputation + Content: Update information about baby care, holidays, promotions Update multiple reels + No interaction Instagram Reup posts from Facebook Tiktok + Upload videos regularly + Realistic, family-oriented content: from problems to solutions + Shopee, Lazada, Tiktokshop + Baybycoccole’s E-commerce shops are mall shops, have relatively stable sales and good recognition Website + Website has information about products and brands + There is a dedicated agent access section. + There is a section to find stores that distribute NUK products. + Lack of feedback information and information about customer policies Facebook + Fanpage is mainly about promotional programs. + Reels updated regularly + No interaction => Not yet professional and eye-catching like a big brand Shopee Shopee sells NUK products in conjunction with Anh Duong Distribution shop. => Poor recognition, best-selling products are mainly low-priced products Website + Simple website, providing information about brand and products + Featured on sitemaps is the EZ PAPA – Justatee x Chicco entry + Promote many SEO Blog posts + Products are publicly priced on the website. + Run Google Ads throughout Facebook + Diverse content, professionally invested images and videos + Additional materials are taken from foreign main brands. + Content line focuses on introducing products, events, and promotional programs Youtube + Series of sharing from experts and doctors about baby problems and mother’s worries + Product introduction Shopee, Lazada, Tiki + Official shops on E-commerce are all mall shops, invested in professional identity. + Good sales Strengths – Large parent brand in Italy, diverse products. – Media has a relatively stable direction: there are experts, KOL reviews, and genuine content. – Good brand image recognition – Big brand in Germany, diverse products – Good brand communication, wide coverage in Vietnam. – Take advantage of good communication channels – Diverse products Weaknesses – Not taking advantage of communication channels to promote the brand – Although there have been certain activities, they are mainly spontaneous and have not created a certain explosive effect – Anh Duong Distribution

Marketing strategy for City Games focuses on increasing monthly revenue by 10%, becoming top 3 amusement parks in Vietnam, and expanding the brand to 14 shopping malls. Introduction ✪ Project: Brand Marketing Strategy Consulting ✪ Brand: City Games ✪ Field: Entertainment ✪ Implementation period: July 1, 2024 – February 28, 2025 Background Target – Business Objective: Value Sales at shopping malls increase 10% every month, reaching 100 billion in 2024 – Marketing & Communication Objective: Top 3 largest entertainment areas on the world’s largest search engine in Vietnam Brand outreach covers the points where the brand is present at 14 Trade Center locations nationwide Brand Analysis Source of growth + CG1: Group of young people often go out and gather with friends + CG2: Parent group in family SWOT Strength Weakness – Brand Positioning: – Product: Attractive and unique gift catalog, many different gifts for players, limited gifts in the world – Price: The price to play is much cheaper than other competitors, twice as cheap. – Place: 14 Shopping centers across major cities and provinces in the Southern region   – Brand Communication: No outstanding communication activities other than participation in the fair. Opportunity Threat Strategy  

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

Hoang Hieu DJ is a Vietnamese expatriate in the US with an endless passion for music, he founded Music Melody 10 years ago, the predecessor of the current Hoang Hieu company. With the ability to access the world’s leading music technology and equipment, HoangHieu DJ is the exclusive distributor of DJ equipment, making music of the world’s leading music names including and not limited to the brands: Denon DJ, Numark, Akai Professional, Marantz Professional, Rane and Evermix… Introduction ✪ Project: New Brand Development Strategy ✪ Brand: Audio Asia ✪ Field: Commerce, Monitor speakers ✪ Implementation time: 6 months Background Recognizing market trends and the goal of strongly developing the Monitor Speaker line, Hoang Hieu DJ wants to have his own development direction focusing on this area. Specifically, the audio equipment market in Vietnam has been witnessing strong growth in recent years. This trend is driven by the increasing demand for entertainment from consumers, the development of technology, and the rise of the middle class. Market segmentation + Home audio equipment: Includes products such as speakers, amplifiers, home theater sound systems. + Professional audio equipment: Includes products for stage, studio, conference. + Portable audio devices: Including headphones, Bluetooth speakers. Consumer trends + Wireless technology: Wireless audio products such as Bluetooth speakers and true wireless headphones are increasingly popular. + High sound quality: Consumers are willing to pay more for products with superior sound quality. + Modern and convenient design: Products with beautiful, convenient and easy-to-use designs are popular. Target Marketing Objectives – Increase the level of interaction between customers and brands – Encourage purchases and store visits Communication Objectives – Change perception and understand the value of the brand – Reach 1,000,000 people on Digital platforms – 200% growth on Social channels Brand Analysis Source of Growth Producer Recording studio Music enthusiast Age 20 – 30 years old Gender Nam Nam Area Big cities (Hanoi, Ho Chi Minh City, Da Nang, Hai Phong) Occupation/Characteristics Musician, DJ, underground music scene – Includes professional and semi-professional recording studios. – Personal studio, large studio – Need to invest in a variety of equipment, not just monitor speakers. Diverse, including office workers, engineers, students, businessmen, etc. Income range Medium high – High Medium high – high, affordable for personal taste Consumer insight Producers are passionate about music and are always looking for the best quality support tools. They want to experience new products with new technology to improve the quality of music products. This customer base is often influenced by the opinions of peers and industry experts. Recording studios need to maintain their reputation and quality to attract and retain customers. They want products that provide value for money and receive good service from the supplier from installation to warranty. Willing to invest time and money for the best music listening experience and constantly upgrade equipment to enjoy the best sound quality. Prefer to use famous brands and like to share personal experiences. Often influenced by the reviews of KOLs, their idols in the music industry. Behavior – Research thoroughly: Do a lot of research before buying, including reading reviews, watching product review videos, and consulting the music community. – Real experience: Prefer to experience the product directly at the store before deciding to buy. – Brand selection: Tend to be loyal to brands that they trust and have a reputation in the audio industry. – Equipment investment planning: detailed planning for equipment investment, carefully considering budget and long-term benefits. – Seek advice: They often seek advice from experts and suppliers before making a purchase decision. – Bulk buying: When purchasing equipment, recording studios often buy in bulk and ask for special quotes and deals. – Prioritize trusted brands: often choose reputable brands with a reputation for durability and quality. – Search for detailed information: they search for a lot of information before making a purchase, including detailed reviews, product comparisons, and opinions from the community. – Product experience: They like to test products directly at stores or music events before deciding to buy. – Online shopping: They often buy online from reputable websites, especially when there are promotions or discounts. – Prefer reputable brands: choose high-end brands that have been recognized for their sound quality. Where to find this customer – Forums, music community – Music events and seminars – Schools and music training facilities – Youtube – Exhibitions, music events – Social networks: recording studio groups, equipment buying and selling, – Music community groups – Youtube SWOT S W – Over 10 years of experience in distributing DJ equipment and music production from major brands around the world – Exclusive distribution of EVE speakers, quality products – High reliability when having network with DJs and musicians – For EVE monitor speakers, there are no sales promotion activities yet – Unsuitable product category => EVE monitor speakers have difficulty competing with other monitor speakers of other brands that HH is distributing O T – With the strong growth of the music, podcasting, and digital content industries in Vietnam, the demand for studio monitors is expected to continue to increase – The DIY music production movement is becoming more and more popular, creating a large potential market for the popular and mid-range monitor speaker segment – The emergence of many brands with products with similar features makes competition fierce. – Consumers need to be educated about the importance of using quality monitors in music production. Determine Positioning Strategy – Identify the main oroduct: The world’s highest quality monitor speakers – Brand Positioning: No. 1 reputable authentic monitor speaker center in Vietnam – Brand Attributes: Reputation High-class Expert – Brand Mission: “Bringing the ultimate sound experience, elevating Vietnamese music art to the international arena” => Determine the Goal of becoming the leading center for selling monitor speakers, distributing all prestigious speaker brands in the world. Building Brand Identity => Identify Required Elements: No Product name or name associated with the Product Bring vision, expectation Easy to read, easy to hear, easy to recognize Brand Name: Audio

A 6-month personal branding project for BIGFA, focusing on positioning, developing content on LinkedIn, Facebook, Zalo, and participating in offline events to expand network and brand recognition. Introduction ✪ Project: Brand extension communication strategy ✪ Brand: BIGFA ✪ Field: Cosmetics ✪ Implementation time: 6 months Background BIGFA Joint Stock Company is a leading enterprise in the field of manufacturing Health Protection Foods (TPBVSK) and Cosmetics. The Factory System is designed in a high-tech, clean, environmentally friendly direction and meets national standards Modern advanced production lines are invested synchronously and closed Capacity, experience and reputation are affirmed Target Building personal brand Brand Analysis BIGFA is a company that produces cosmetics, health foods, and milk. Currently, the company uses a direct sales team to work with customer businesses, helping to advise and provide products according to specific requirements; approaching customers via Website and Fanpage. Target customers Clientele Age 25 – 45 years old Gender Male/Female Geographical location Enterprises in Vietnam (Hanoi, Ho Chi Minh City, Da Nang) and internationally (USA, EU, Japan, Korea) Occupation CEO, COO, Production Manager, Purchasing Manager, R&D Manager, and Quality Manager Work experience 5-20 years of experience in the cosmetics or functional food industry; has great influence in purchasing and cooperation decisions Business type Small and medium enterprises, start-up businesses in the cosmetics, functional foods, health care, spa and beauty salon industries, retail chain stores Consumer insight As a leader and decision maker of the company, we are always faced with great challenges in finding reliable suppliers. I want to find suppliers who meet the requirements of quality and provide competitive prices. In addition, I want to work with a leadership team that is both professional and ethical, which helps me expand my relationships and increase the ability to build long-term and trustworthy partnerships between both parties Proposing orientation for implementing Personal Brand building – Personal brand positioning (characteristics, attributes, personal values, etc.) – Build a Personal Brand foundation (to ensure that the Personal Brand is suitable and representative of the Bigfa brand). E.g: Investing in professional personal images and profiles; Putting the Director’s image on media channels, profiles, etc.; Creating media platforms for personal branding (Fb, TikTok LinkedIn) – Multi-platform content strategy: + Offline: Strengthen relationships with influencers; Participate in events, activities, etc. to expand networking + collect communication materials. + Online: Develop plans and deploy multi-platform content with diverse content streams (business perspective, partner/customer connections, business vision & aspirations, etc.) Personal branding Personal Branding Goals Customer Acquisition (B2B) Ensure consistency with Bigfa Brand image (8 core values) Think big Speed Unite Happy Kind Discipline Over the finish line WOW Represent the company through a trustworthy personal image. Personal profile Position: General Director Attributes & Personal Values Moral values: Responsibility – Take responsibility for your actions and decisions Respect – Respect others, their opinions and their rights Sincere – Honest and unpretentious in all relationships Humility – Recognize and accept your strengths and weaknesses without arrogance Hardworking – Effort and dedication in work and life => Ethical values ​​are closely linked to Bigfa’s core values Working style: Professional – The style of an experienced expert, serious attitude, standard, opinionated, skillful and maintaining professional ethics Dynamic – Always ready for action and not afraid to face new challenges Lifestyle: Dynamic Healthy Actively develop yourself Self-love Community Care => Lifestyle is built on Bigfa’s field of operation – Health protection foods and cosmetics ⇨ Image of a young CEO, with a serious, professional, progressive working attitude, but still balancing personal life and work. Has interest and interaction with the community Vision & Mission Personal Mission: Aligned with the Company Mission ⇨ Inspire healthy lifestyles and always aim for sustainable business activities Personal vision: Inspire through the image of a young but mature CEO, experienced, dedicated to work, and at the same time dynamic, positive and healthy in daily life Actively cooperate and connect with individuals and organizations that share the same value system to develop together and increase contributions to society and the community Personal Brand Communication Multi-Platform Content Strategy Offline Media Participate in events and activities to expand networking and collect media materials Using business cards helps increase personal brand recognition Online Media Create and maintain social media platforms for Personal Branding, including: LinkedIn, Facebook and Zalo. LinkedIn: Work (30%) Personal Achievement (30%) Knowledge sharing (40%) Facebook: Work (40%) Company Achievements (20%) Knowledge Sharing (30%) Daily life (10%) Zalo: Daily life (20%) Office life (50%) Partner Exchange (30%)

The brand was formed from the aspirations of 4 international students in the agricultural sector, the main product is Deer Antler Bird’s Nest, which is exclusive on the market. Regarding the Bird’s Nest industry, it has always maintained its position in the market because it is a product line that focuses on the factor that people care about: health. Introduction ✪ Project: Brand Story Communication of 4 young farmers with the aspiration to elevate local agricultural products ✪ Brand: The Moshav Farm ✪ Field: Food ✪ Implementation time: Consulted Background – The market trend is gradually expanding from going through distributors to selling directly to consumers from the factory through the form of E-commerce – Problems & Difficulties Brand coverage is not strong yet Brand content is not yet in sync and the Brand concept is not unified, and a specific goal has not been determined through communication campaigns. Objective – Business Objective: Value sales growth in 2024 reaches 25 billion – Marketing & Communication Objective (Change in Behavior): Product brand awareness, pioneer in the product of Bird’s Nest combined with Deer Antler Changing perceptions of Bird’s Nest as a popular product in improving health for a variety of people Taking market share from leading competitors in bird’s nest with pioneering products Increase the frequency of product usage of the customer group that has purchased the product Brand Analysis Source of Growth CG1: Office workers (Shopper & Consumer) (70%) CG2: Elderly (Consumer) SWOT Strength Weakness – Brand Story: Unique brand story, noble mission and inspiration to create emotions for product consumers – Product: Pioneer in bird’s nest products combined with deer antlers, creating the product’s USP – Product Portfolio: Diverse product portfolio with many products, many unique products that are not popular on the market – Brand Communication: Good story and attention from the media but not yet utilized to turn into media power – E-commerce: Not making good use of the strong E-commerce market to sell products Opportunity Threat – International export and reception, good signal from international – The health situation in Vietnam shows signs of decline from young people, so natural health-improving foods are the top choice. – Spontaneous development, so the market has too many competitors selling poor quality products, not strictly controlled and managed by the state Strategy -> Brand Strategy, Marketing Strategy Brand Strategy Brand Positioning: Popularizing local agricultural products Brand Attributes Intimacy Nature Rich in nutrients Brand Image: South Central farmers endure the heat on the way to revolutionizing local agriculture Brand story: Storyline: Community and social mission Marketing Strategy Product Build product brand stories, convey stories through campaigns targeting specific audiences Product penetration into international market is China Create gift sets for Mid-Autumn Festival & Tet Price Pricing strategies for distributors and agents to scale up development E-commerce Pricing Strategy for D2C Business Operations Place Develop direct-to-consumer retail to maximize profits with E-commerce Expand GT distribution system nationwide Penetrate MT channel system to increase brand coverage Promotion Media & Advertising: Focus on spreading, corporate brand stories and product brands, community models A 2-day farm experience program

Multea Choice – Taiwanese milk tea brand. Founded in 2020, Multea Choice opened its first store in London, in 2021 opened in the United Kingdom. To date, it has opened 09 locations across the United Kingdom. Introduction ✪ Project: Brand activation strategy ✪ Brand: Multea Choice, a franchised milk tea brand in the UK ✪ Field: F&B Background Multea Choice Manchester has been open for more than a year, but the number of customers in the area who know about the restaurant is still small, leading to sales not being as expected. Communication activities have not been implemented to reach customers, nor have there been attractive promotional programs to stimulate demand. Target – Increase brand awareness, reach more customers – Double current revenue by 2024 Brand Analysis Competitors OHAYO TEA Yifang Tea  Gong Cha – Manchester  Product – Product lines of milk tea, fresh milk, fruit tea, cheese tea, cakes,… – Has its own Vegan Menu: Non-Dairy Milk,… – Mainly still selling milk tea, fresh milk with a variety of flavors: Black sugar, brown sugar, Matcha, Taro,… – Has seasonal products (Shiba Cake,…) => Diverse product portfolio, stable portfolio strategy (core products + seasonal) – Packaging: Quite similar to Multea, normal plastic cup packaging + printed logo => Packaging is not too outstanding or different – Product lines of milk tea, traditional tea, fruit tea, etc. – Choose the level of ice, sugar, toppings, take away,… => Diverse product catalog – Product lines of milk tea, fresh milk, smoothies, coffee, tea, etc. – Main products, top sellers: Milk tea, fresh milk – Various topping options: black and white pearls, strawberry, mango, red beans, oreo,… – Choose the level of ice and sugar => Diverse product catalog Place – 95 ​​Princess St, Manchester M1 4HT, United Kingdom ~150m (compared to Multea choice) – Located in Manchester’s China town 130 University Green, Manchester M13 9GP, United Kingdom ~1km (Compared to Multea choice) 10 Wilmslow Road, Manchester, United Kingdom ~3.5km (Compared to Multea choice) Price – Milk tea +Sz M: £3.9 – £5 +Sz L: £4.5 – £5.5 – Fruit tea + Size L: £5.2 – £5.7 – Cake: £4 – Toppings => Price in mid-range segment – Milk tea + Regular: £3.75 – £4.45 + Large: £3.95 – £4.65 – Tea + Regular: £2.95 – £4.05 + Large: £3.15 – £4.25 – Fruit tea + Regular: £4.15 – £4.55 + Large: £4.35 – £4.75 => Price in mid-low segment – Milk tea + Regular: £3.5 – £4.5 + Large: £4 – £5 – Smoothies: £4.5 – £5 – Fresh milk + Regular: £3.8- – £4.5 + Large: £4.3 – £5 – Toppings: £0.6 – £1.2 => Price in mid-low segment Promotion x  – Discount on specific time frames For example: 10% off for all selected drinks from 12-3pm every Monday to Friday x  Communication – Website:  + Simple and clear content: Introduction to the restaurant, Menu, contact, link to social networking sites, delivery party (Deliveroo – Food Delivery) – Facebook:  + Diverse content: Funny, interesting daily stories revolving around employees, product introductions, etc. + Beautiful, neat videos and images + Some videos are viral, the rest have low interaction – Instagram:  + Repost content on Facebook + Low interaction – PR: Appeared in the top list of milk tea shops in Manchester – No Facebook/ Instagram of the store – Facebook: Yifangtea.uk  + Content: Discount program, product introduction,… + Neatly designed images + Low interaction  – Instagram Yifangtea.uk  + Content: Product introduction, incentive programs, promotions, discounts, stores,… + Average interaction – PR: Appeared in the top list of milk tea shops in Manchester – Facebook:  + Simple content, mainly introducing products + Image: Self-taken, unprofessional + Almost no interaction – Instagram:  + Repost content on Facebook + Almost no interaction – PR: Appeared in the top list of milk tea shops in Manchester Strengths – Top recommendations when searching for milk tea shops in Manchester – Some interesting, viral content that creates good recognition – Neat image – There are many promotional activities and discounts to stimulate purchases at stores. – Top recommendations when searching for milk tea shops in Manchester – High brand recognition, present in many countries Weaknesses – There are not many offline promotions and discounts at the store – Communication activities are not too strong => Low awareness + customers do not know about discount and promotion programs – There are not many offline promotions and discounts at the store – Communication activities have not been promoted yet Source of Growth Age 20 – 40 Gender  Female (60%), Male (40%) Place of residence Mainly live and work in Manchester, especially surrounding areas like Chinatown, where many Asians live and work Occupation – Office workers: Account for the majority of customers due to the location of the shop near many office buildings. – Student – Freelancer …. Income range Average, stable income (The average income of Manchester residents is £37,104 (GBP)/year, £18 (GBP)/hour) Consumer insight – Love novelty: This group of customers likes to experiment with new, diverse and unique milk tea flavors – Health-conscious: Products may include low-sugar, preservative-free, or natural ingredient options – Like taking photos and sharing on social networks: The space of the shop needs to be beautiful, suitable for taking photos and sharing on Instagram, Facebook Behavior – Have a habit of gathering friends to go to coffee shops to chat and talk – Regularly use social networking sites (Instagram, Facebook, X,..) to update daily life – Like promotions: discounts, points or gifts Where to find this customer Organize attractive activities at the point of sale to increase awareness On social media: Facebook, Instagram, X, TikTok SWOT S W – Diverse product portfolio, suitable for a variety of customers. – Good customer service, customers are satisfied when experiencing buying drinks at the store – New brand, not widely known – No communication activities to reach customers – Few promotional programs to stimulate customer demand O T – Good store location, convenient for attracting customers – Competitors

The new brand was launched in early 2024, although its history is short, its sales growth achievements have exceeded 156% each month thanks to its abundant and strong resources. The current operating situation is good thanks to its dominant point of sale and high customer loyalty thanks to the product quality that is commensurate with the value for money customers spend. The brand also develops a source of revenue from regular Livestream sessions that regularly attract a certain customer base that always supports the brand. Introduction ✪ Project: Brand Communication affirms the value and position of high-end designer fashion ✪ Brand: MinHy ✪ Field: Fashion ✪ Implementation time: 12 months Background – Problems & Difficulties Enterprises focus too much on input, the strength is R&D of many new and unique product lines, design and manufacture samples but cannot control the product output market Poor production management, products launched with unclear purpose of promoting or serving a specific goal Good offline sales thanks to prime location in Saigon and attractive and unique point of sale concept. Online positioning is not good and does not match the brand’s personality Sales Management System & Process Not Automated Branding direction is unclear and the way it is expressed is unclear despite the business owner’s well-built mindset Objective – Sales growth at Offline Store and Online points of sale thanks to Ecommerce – Brand recognition covers all of Ho Chi Minh City for customers to experience at the store with a variety of designs – Increase market share nationwide through E-commerce and Create brand stories that convey brand positioning on Social Brand Analysis Source of growth CG1: Women buy for their mothers (Shopper & Consumer) (70%) CG2: Women (Consumer) (25%) CG3: Men buy for their wives or mothers (Shopper) (5%) SWOT Strength Weakness – Brand Positioning: Demonstrates good premium positioning from the business owner in terms of fashion knowledge as well as design style suitable for the market – Luxury Brand Concept reflects the right positioning – Place: Store in prime location in the center of Saigon, fashion street – Brand Story & Product brand Story: The story is not conveyed in the right direction, focusing too much on sales makes the feeling of losing the high-end position – Brand Communication: Brand positioning is not conveyed well through O2O, high-end recognition but non-standard communication method – Trade In-store: Display shelves do not show the solemnity and value of high-end products, the displayed product categories are mixed – Product Portfolio: The product portfolio strategy is unclear and difficult to distinguish because the business model is a combination of many different product lines – Customer Experience: Online and Offline experience is not really good from the way staff consult, service experience and after-sales service Opportunity Threat – The industry is in need of design so it will always ensure industry growth – People are more picky in making purchasing decisions, so they are more meticulous in choosing the right brand and product – Too many designs from different brands but cannot convey the full value of the product – Fabric quality on the market is widespread and does not guarantee environmental factors – High product value combined with strong brand positioning is needed to win over customers Strategy -> Brand Strategy, Marketing Strategy Brand Strategy Brand Positioning: High-end fashion for women Brand Attributes Luxurious Elegant Brand story: Clothes are not only for beauty but also for connecting feelings closer together Storyline: Building the image of Mother-in-law and Daughter-in-law, expressing a happy and cozy style, strengthening family affection Marketing Strategy Product Research & analyze market, trends to provide direction for product development, design to suit consumer needs Develop products according to Collections, fashion Collections designed according to Concepts and fashion inspirations. Build brand stories for each Collection launched. Diversify product portfolio and identify focused Core Products and funnel products that serve the purpose of further enhancing brand recognition Price Promotional pricing strategy suitable for Online and Offline while still ensuring desired profit margin, controlling cost items of finished products Develop pricing strategies for parties wishing to franchise in cities and provinces Place In-store Offline: Improve in-store display and identity Online Social & Ecommerce: Develop multi-channel distribution and presence to ensure brand awareness Promotion Advertising: Social media promotion about launching new collections, communication about positioning high-end fashion tailoring brand with trend-leading and pioneering products in the field, combined with KOCs to increase the Viral factor of the product Promotion: Organize Brand Activation to activate promotional programs to attract customers, organize mini Tea-break party Event for MinHy’s loyal customers Campaign Campaign “The beauty and value of family women” Message: Honoring the beauty of family women, a person who always silently sacrifices to preserve and nurture family happiness to be stronger day by day. Women are born a wonderful thing in the world. Subject: Women in the family Media: Social Media & E-commerce & Trade Marketing Campaign results Running

VietElite Education (abbreviated as VEE) is an educational organization for students from grades 3 to 12. VietElite is a prestigious brand with 10 years of teaching experience, many students have achieved high results in studying, exams up to the National level. Led by a team of teachers from large and prestigious schools such as Ams, Pedagogy, Foreign Language. Currently, the brand has 6 educational facilities in Hanoi. Introduction ✪ Project: Brand Communication ✪ Brand: VietElite Education ✪ Field: Education – Training ✪ Implementation time: 6 months Background VietElite Education (abbreviated as VEE) is an educational organization for students from grades 3 to 12. VietElite is a prestigious brand with 10 years of teaching experience, many students have achieved high results in studying, exams up to the National level. Led by a team of teachers from large and prestigious schools such as Ams, Pedagogy, Foreign Language. Currently, the brand has 6 educational facilities in Hanoi. Objective Marketing Objective: – Increase the level of interaction between customers and brands – Increase enrollment rate during peak season at the end of the 2023-2024 school year Communication Objectives: – Increase Customer awareness of VietElite Brand Identity and high-level Education and Training model – Reach 1,000,000 people on Digital platforms – 200% growth in Social channels Brand Analysis Source of growth Consumer: Students – Age: This is the group of primary and secondary school students, at the stage of starting to develop cognition, learning skills and shaping thinking. – Needs: The need to study to improve performance, enhance knowledge and prepare for important exams – Influence from parents: Students at this age are often heavily influenced and guided by their parents in choosing additional schools or training programs. – Access to information: Mainly through digital channels such as YouTube, social networks (Facebook, TikTok) and through peers – Motivation: Students are often motivated by the desire to achieve good results, to be praised, and to compete with friends. Customer – Shopper: Parents – Age: 30 – 45 years old – Average income or higher, willing to invest in children’s education. – Goal: They are interested in investing in their children to ensure their future education and comprehensive development. They want their children to have good results and be admitted to prestigious schools. – Access to information: Parents often use social networks, read online newspapers, consult the parent community and educational news sources. – Purchase decision: Parents are the main decision makers in choosing a tutoring program for their children, based on factors such as brand reputation, educational quality, and output results. SWOT Strengths Weaknesses – Brand reputation: With 10 years of experience, VEE has built a solid reputation in the field of education and training. – Quality teaching staff: VEE has an excellent teaching staff from prestigious specialized schools such as Ams, Pedagogy, and Foreign Languages, ensuring good teaching quality and learning outcomes. – High achievement results: Many VEE students have achieved high results in national exams, creating trust for parents and students. – Geographical limitations: Currently, VEE only has 6 campuses in Hanoi, which limits its ability to expand and reach students in other areas. – High cost: With the goal of high-quality training, the cost of studying at VEE may be higher than other centers, which may be a barrier for some parents. Opportunities Threats – The demand for extra classes is increasing: The trend of taking extra classes to prepare for important exams is becoming more and more popular, especially in big cities like Hanoi. – The growth of digital marketing: By reaching customers through digital channels, VEE has the opportunity to expand its reach and attract new students from neighboring areas. – Parents are increasingly interested in education: Parents are increasingly investing heavily in their children’s education, especially in high-quality and reputable programs. – Fierce competition: The emergence of many new educational centers with flexible pricing strategies and study programs can create great competitive pressure for VEE. – Changes in education policy: Changes in government education policy may affect VEE’s operating model and curriculum – Parental expectations: Parents have increasingly high expectations for learning outcomes, which can put great pressure on the quality of teaching and student outcomes at VEE. Strategy Brand Marketing Strategy Products: Courses for 4 main target groups: – Students with poor foundation – Students do not lose their foundation, but their skills are slow. – Qualified students who want to learn advanced knowledge – Students who want to review for entrance exams to specialized schools, review for excellent students, etc. => FOCUS ON THE FOLLOWING 2 OBJECTS by the brand’s goals and advantages Brand Communication Strategy Key Message: “A leisurely summer, opening up knowledge” Summer is here, and you have plenty of time to rest and relax after a long school year. But if you get too caught up in playing and neglect your studies, it will take you a long time to regain your spirit and focus on your studies when the new year comes. This summer, you can look for ways to both review and help you remember knowledge, ready for the new school year. Media Campaign Campaign 1 – Pain – Target Arouse the problems and pains of parents in finding a tutoring center for their children and aim for solutions from VietElite Impact on customer emotions – Content: Issues surrounding choosing a center for your child: Quality of teaching staff (Professional knowledge, Teaching methods) High cost compared to quality received Geographic location (too far) Facilities do not meet development needs My child’s academic performance is not improving. I can’t compete with other students in the specialized exam. High schools reduce enrollment targets Launching Event New Facility – PRIORITY Use lots of images and real activities with students Digging deeper into smaller issues for Parental Pain Campaign 2 – Benefits – Target Arouse the problems and pains of parents in finding a tutoring center for their children and aim for solutions from VietElite Impact on customer emotions – Content: Value received when participating in the

Dai Hung Food’s brand development strategy aims to increase recognition and revenue, focusing on premium Dimsum quality, packaging innovation, and promoting multi-channel marketing within 12 months. Introduction ✪ Project: New brand development strategy ✪ Brand: Dai Hung Food ✪ Field: Cuisine ✪ Implementation time: 12 months Background Dimsum Dai Hung – a high quality culinary brand in Vietnam, providing Dimsum products produced directly from the factory. Dai Hung Food focuses heavily on Dimsum products (dumplings, wontons, dumplings, meatballs, soy sauce chicken feet, Hong Kong spring rolls, etc.) and products serving daily meals such as ham, sausages, meatballs and moon cakes. In the journey of constantly improving the quality of life, Dai Hung Dimsum has become a trusted companion of every Vietnamese family. With the desire to bring delicious, nutritious and convenient meals, Dai Hung Food constantly innovates and creates unique Dimsum products with rich traditional flavors. Understanding that mission, SEFA Media has accompanied Dai Hung Food to help launch and develop new brands, enhancing brand value to consumers. Objective General objective: Building and communicating brand positioning Having a feasible and clear brand development roadmap for each stage helps increase recognition to the target audience. Increase sales revenue. Brand Analysis Competitor Research Cau tre Product: Rice, Spring rolls, Dimsum, Oolong tea, Processed meat, Pork rolls – Fish rolls, Rice paper & Vermicelli => Packaged frozen products, diverse. Products are manufactured with guaranteed hygiene quality, Korean technology. Place Direct: Online distribution through CJ’s website and e-commerce platforms such as Shopee, Lazada, Tiki, etc. Indirect: widely distributed in major supermarkets nationwide such as Big C, Coopmart, Vinmart, etc. At grocery stores and small supermarkets nationwide. Exported to more than 50 countries: France, Germany, USA, Australia, Japan, Korea,… Price Rice: 26k Spring Rolls: 45k – 70k Dimsum: 33k – 83k => Cheap, affordable price segment, suitable for all audiences Promotion Advertising: television, newspapers, internet. Promotion: discount, gift, minigame to give away products on Tet holiday Lucky draw Minigame gives gifts when shopping on Shopee and Lazada => Diverse programs, attracting customers Communication Website: Cau tre is featured on CJ Food’s general website. Full brand and product information, beautiful images. Fast loading speed. Social: Cau tre has a fanpage on Facebook to interact with customers. Neat, eye-catching, invested identity E-commerce platforms: Shopee, Lazada, Tiki. Strengths Good product quality, clear from product to distribution Price is in the low price segment, easy to own Distribution system spreads across the country from urban to rural areas. Effective trade promotion activities Weaknesses Not much focus on online marketing Marketing strategies have not had many breakthroughs to attract customers. Bamboo Dimsum Product: Shrimp dumplings, scallop dumplings Shrimp and pork meatballs, money sticky rice meatballs Soy sauce chicken feet Rice rolls => With strict and harsh food safety and hygiene quality control conditions according to international standards. => The product is sold in packaged form and is ready to eat at restaurants. Place More than 15 stores are currently present in the Foodcourt area in shopping centers such as Big C, Lotte, AEON, Crescent Mall, Vincom, Bitexco, Diamond, Nowzone in major cities such as Ho Chi Minh, Hanoi, Binh Duong, Nha Trang, Vung Tau. Online channels: Website, Fanpage, ShopeeFood Packaged products are distributed in supermarkets, stores, etc. Price 39,000 VND – 42,000 VND/portion. => Low price segment Promotion PR: appear on electronic newspapers, toplists of food and restaurant reviews Promotions – Free drink upsize every Tuesday at the store. – Give away products on holidays – Lucky money on Tet => Many promotions to attract customers, mainly in-store promotions. Strengths Product quality guaranteed safety Low price segment Large distribution and restaurant system Weaknesses Unprofessional and unsystematic communication activities Source of growth Potential customers Gender Both Female Place of residence Hanoi, HCM Nationwide (frozen food after MT run) Age 18 – 25 30 – 45 Income range B+ A Consumer insight Love to seek out new and unique culinary experiences They are willing to spend on dining out, especially on trendy and beautiful food options to share on social media They can be influenced by recommendations from friends and online comments They want to enjoy delicious Dimsum dishes but do not know how to make them, and the finished product is not as expected Looking for quick and convenient food for the family Always want the family to have enough nutrients in meals Why consumer purchase your product/ service Consider it a trendy and unique dining experience. Attracted by high quality and visually appealing dimsum dishes The social aspect of dining with friends or family plays an important role in their decision making process They see dining at our restaurant as a status symbol or a way to express their lifestyle preferences Dimsum ensures nutritious family meals Variety: Customers want a wide range of options to suit the tastes of their family members Quality: Customers care about the quality and safety of food Expected Attitude Customers expect our dimsum restaurant to provide a lively and beautiful space They expect attentive and friendly service to add to their overall dining experience They expect our restaurant to maintain the high quality of dimsum dishes that are both visually appealing and delicious They want to be valued and appreciated as customers, increasing brand loyalty. The product is easy to prepare, saving cooking time The product provides all the nutrients needed for the body The product has many options in flavors and types of dishes Products are made from fresh ingredients, ensuring food hygiene and safety Expected Activities Customers can share their dining experiences on social media platforms, posting photos of beautiful dimsum dishes Find our restaurants for special occasions or gatherings of friends, contributing to the promotion from WOM Join loyalty programs or engage with brands on social media platforms to receive exclusive offers and promotions Providing feedback and reviews, both online and offline, helps us better understand their preferences and improve our products/services Search for product information on websites, social networks, or through other media channels Customers read feedback from people who have

Brand strategy consulting project for Tam Viet Foods, focusing on enhancing recognition, improving distribution, and increasing sales to 8 billion VND through online and offline channels. Introduction ✪ Project: Brand Strategy Consulting ✪ Brand: Tam Viet ✪ Field: FMCG, Food production ✪ Implementation time: 3 years Background Tam Viet Foods Joint Stock Company is a unit with nearly 10 years of experience specializing in the production and supply of confectionery including nougat candy, sponge cake, bread, oatmeal, etc. In the market, E-commerce channel revenue only contributes about 8% of revenue such as the Bidrico brand, the rest is still mostly in traditional channels and direct export. Confectionery is a small-value item, Vietnamese consumers have the habit of buying at shops near home, in supermarkets or on the go. Because the price of confectionery is relatively low, it will be difficult to ensure delivery costs. High-value items such as household appliances and electronics are easier to sell on e-commerce platforms. Problems businesses are facing: – The factory operates autonomously, but without a Production Management strategy, the supply is behind schedule and lacks quantity – Poor brand recognition, no clear positioning – Vague Business Strategy – Have not found the Main Distribution Channel including MT and GT Facing the Challenge of a competitive market, Tam Viet Foods needs a Brand and Marketing strategy to promote increased revenue and recognition. Objective – Building Brand Strategy on digital platform, “modernizing” customer experience – Choose the main Product SKU, focus on building this Brand Identity – Achieved 8 billion in sales on both Online and Offline channels, increasing market share nationwide – Good distribution coverage, potential Brand Analysis Source of growth Group Children (Consumer) Teenager (Shopper + Consumer) Adults (Shopper + Consumer) Adults (Shopper + Consumer) Gender Tất cả Age 0 – 12 years old 13 – 18 years old 18 – 30 years old Over 30 years old Occupation Students Students Office staff, workers Office staff, workers, managers Income No income Under 5 million 5 – 10 million 7 – 15 million Interest Eat snacks, play with friends, watch youtube for entertainment Snacking, hanging out with friends, playing games, social networking, exercising Use social media, chat, hang out with friends, spend time with family, exercise Chatting, hang out, be with friends, spend time with family, exercise, spend time on personal hobbies Behavior Often demand and want to buy products when stimulated by attractive images and videos Often consumes snacks during playtime, likes sweets Want to buy a lot of snacks when shopping with parents Buy for yourself, according to personal taste, buy small items Impact on parents when shopping Often shop for family, buy large items, have a shopping list, plan purchases Influenced to buy by family members Often shop for family, buy large items, have a shopping list, plan purchases Influenced to buy by family members Purchase Psychology Like eye-catching, attractive products Choose products that are cheap, convenient, and easy to access. Like to buy at convenience stores, grocery stores near home, school Choose products that suit your personal needs, don’t buy them extravagantly Choose products, great deals, shop at major grocery stores, supermarkets, traditional markets Be willing to cut back on non-essentials if you go over budget Insight Because children like to play, they need to eat nutritious products that suit their taste (sweet) Likes a variety of sweet flavors, chocolate, fruit, etc. The need to express oneself is high through each product used, needing products that are trendy and have good prices, within the ability to pay Sometimes using instant products for breakfast, so prefer small packaged products that are easy to buy and use Need to buy cheap products in large quantities to serve the whole family Want to buy the best quality products in the price range Need to buy cheap products in large quantities to serve the whole family Want to buy the best quality products in the price range SWOT Strengths – Product Concept: Aiming at consumer health values – Product Performance: + Products suitable for all segments + Products meet food safety quality standards according to regulations + Flavors and types of cakes that are easy to eat and popular – Packing: Beautiful packaging suitable for all audiences – Price: Price can compete with competitors in the same segment – Place: GT system and OEM products already have a market in MT – Customer Experience: Will build a professional and systematic Online & Offline experience for customers Weaknesses – Brand Positioning: Brand has no recognition in the market – Product Portfolio: Diverse portfolio, but unclear division, no key SKU orientation strategy – Product Performance: Product is OEM from Tam Viet Group – Place: GT channel is still limited and cannot enter MT without its own factory – Customer Experience: There is no specific consulting process at the point of sale Opportunities – High market share, strong consumer demand – Online communication to cover brand and products – Implement attractive point-of-sale activities, discount programs, and combo purchases to attract first-time buyers and penetrate the customer’s consumption circle. – Digital development, digital management system   Threats – The initial market testing phase must be extremely focused to come up with a suitable transition for the next phase. – Competitors: Competitors are all well-known and have a history in the industry, with a distribution history of more than 100,000 points of sale. Strategic Planning Brand Marketing Strategy Product – Market and trend research: Assess consumer tastes for confectionery such as nougat, sponge cake, bread, oatmeal, jelly, etc. to better understand customer needs and preferences. Research current consumer trends, including health concerns, demand for convenient and environmentally friendly products. – Product development, product portfolio establishment: Set up a Management Catalog including 23 Product SKUs, 8 core SKUs based on House Of Brands strategy From there, build a set of Identity Strategy and distinct positioning for each product brand: Product collections based on festive occasions, healthy eating trends or special inspirations, such as Brands associated with Tet, Mid-Autumn Festival Collection, Products