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. + 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 Reup posts from Facebook + 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 + Fanpage is mainly about promotional programs. + Reels updated regularly + No interaction => Not yet professional and eye-catching like a big brand 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 + 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 Company distributes many brands and product lines, so it does not invest too much in NUK
– Lack of many communication touch points |
The product price is somewhat higher than that of competitors |
| General assessment | Brands all have diverse products, the main focus is still on distribution channels. But investing heavily in online and offline media recognition creates prestige and shows customers’ love for the brand.
=> To compete with its rivals, Jack N’ Jill should: – Have a systematic Marketing strategy, covering multiple channels both online & offline. Increase awareness with Viral campaigns – Promote communication channels: invest in professional identity and content, showing customers the prestige and popularity of the brand – Organize Activation activities: increase brand awareness and attract agents – Booking suitable KOLs/ KOCs to review the product’s benefits |
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Sources of growth
Shopper (B2C)
| Women (Preparing to or already having young children) | |||
| Age | 20 – 30 years old | 25 – 35 years old | 30 – 40 years old |
| Place of residence | Mainly in big cities and towns in the province | ||
| Occupation | – Pregnant or have just given birth, from 0-12 months | – Have 1-2 children, have children aged 1-3 years old | – Have 1-2 children, with children aged 3-7 years old |
| Income range | Above average – high | Above average – high | Above average – high |
| Consumer insight | The postpartum period is a time when mothers face a lot of pressure and postpartum problems. During this time, mothers need emotional understanding, support in taking care of their children, want to find good, safe, and benign products to use for their children, and solve problems that children at this age often encounter (skin, hair, teeth, etc.) | – The baby begins to develop physically, intellectually and emotionally, requiring careful monitoring and care from the mother. The rapid development of the baby requires the mother to constantly learn about the products that are suitable and best for the baby – Mothers care about many ingredients, product quality, and origin to ensure the best for children |
– Your baby is in a quite active stage, wanting to explore things around him, so he will encounter some problems such as hygiene, tooth replacement, tooth decay, etc.
– Besides taking care of the baby, the mother also begins to teach the child, practice habits and skills, especially personal hygiene. |
| Behavior | – Regularly seek knowledge about child care, especially through reputable sources such as doctors, pharmacists, nutritionists, friends, relatives, and influencers on social networks.
– Share things related to your child’s life: pictures, stories, problems your child is having with friends, relatives, or experiences in taking care of your child. – Usually online at night – Habit of buying and stocking up on things for children |
– Learn about child care, especially through reputable sources such as doctors, pharmacists, nutritionists, friends, relatives, and social media influencers.
– Share things related to your child’s life: pictures, stories, problems your child is having with friends, relatives, or experiences in taking care of your child. – Usually online at night |
– Learn about child care, especially through reputable sources such as doctors, pharmacists, nutritionists, friends, relatives, and social media influencers. – Start learning about sex education for children |
| Where to find this customer | Online
– Facebook: Mother and baby groups, fanpages or profiles of doctors, hot moms, hot babies, influencers – TikTok: livestreams/ videos of doctors, channels specializing in diapers and milk – Search for product information online via Google and website – E-com: buy products and read feedback Offline – Hospitals, clinics, schools, vaccination sites for children – Supermarket, mother and baby store – Fairs, seminars, events for mothers and babies – Word of mouth through friends and relatives – Shopping mall |
Online
– Facebook: Mother and baby groups, fanpages or profiles of doctors, hot moms, hot babies, influencers – TikTok: Livesteam/ videos of doctors, channels specializing in diapers and milk – Search for product information online via Google – E-com: buy products and read feedback Offline – Hospitals, clinics, schools, vaccination sites for children – Supermarket, mother and baby store – Fairs, seminars, events for mothers and babies – Word of mouth through friends and relatives – Shopping mall
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Online
– Facebook: Mother and baby groups, fanpages or profiles of doctors, hot moms, hot babies, influencers – TikTok: Livesteam/ videos of doctors, channels specializing in diapers and milk – Search for product information online via Google – E-com: buy products and read feedback Offline – Hospitals, clinics, schools, vaccination sites for children – Supermarket, mother and baby store – Fairs, seminars, events for mothers and babies – Word of mouth through friends and relatives – Shopping mall
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=> Media coverage to become Top of mind for this product group in the minds of shopper groups
=> Besides emphasizing on the functional product (not too different from competitors), exploiting the emotional factor, creating brand connection with each group of shoppers with different problems and pains.
Customer (B2B)
| MT (Modern Trade) | Nhà thuốc/Cửa hàng thuốc | Cửa hàng mẹ và bé | |
| Characteristic | Supermarket chains: Winmart, Big C, Go, Top Market,… | – Pharmacity, FPT Long Chau,…
– Drug stores in provinces, cities, towns in the province |
– Concung, Bibo Mart, Kids Plaza,…
– Mother and baby stores in provinces, cities, towns in provinces |
| Location | Mainly in big cities, towns in the province | ||
| Consumer insight | – Distribute products that are well received by the market, products that are in demand
– They are always concerned with revenue and profit, wanting to find new sales methods to boost revenue |
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| Behavior | – Find reputable product distributors with clear origin and quality
– Choose products that are selling well in the market, avoid little-known products to avoid inventory and unsold products – Prioritize distributors with good policies and lots of support to optimize profits |
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=> Create an online market footprint through communication activities to the Shopper group (Buyers), stimulate product consumption, and create acceptance for the product
=> Basis for offering products to Customer groups (B2B customer groups, distribution)
SWOT
| S | W |
| – The brand is based on an Australian brand with 75 years of experience. It is popular internationally.
– Average product price compared to competitors in the market – Jack N’ Jill is available at major MT distribution channels for children, convenient for customers’ purchasing process. |
– Product portfolio is limited, not much different from competitors
– Unsystematic brand communication, low brand recognition – Not yet creating wide coverage, many online touch points but not being utilized to invest in reaching customers |
| O | T |
| – Potential market is still on the rise
– The trend of preferring foreign products and healthy vegan products is increasing |
– Competitors have been in the market for a long time, have invested heavily in communication campaigns, and have wide coverage |
Campaign
Phase 1 – Base: July 15 – July 31, 2024
Objective: Build a Marketing & Testing system for products and markets
Strategy:
– Brand Strategy => Build a Brand strategy, create a solid brand foundation, convey creative stories and create viral
– Trade Marketing Strategy => Strategy targeting agents/distributors/pharmacies, increasing market share & coverage
– Prepare materials and media materials
– Testing campaigns, customers and markets
Work:
– Building Ecommerce and Trade Marketing strategies
– Build and improve online communication channels
– Testing
Phase 2: August 1 – October 1
Objective: Create momentum
Strategy:
– Create a market footprint, become Top in mind for the brand’s products => Increase online brand awareness & reach a large number of customers
– Brand activation at point of sale => to affirm the size and increase interaction between customers and the brand
– Promote communication and online sales with National Day campaigns on September 2nd and Mid-Autumn Festival on September 17th
+ Communication campaign
+ Sales campaign on Shopee, TikTok Shop platforms
Work:
– Brand activation event
– Digital ads
– Content Marketing
– PR: Booking newspapers
– Search Engine Optimization (SEO)
– KOCs
Phase 3: October 1 – November 15
Objective: Growth
Strategy:
– Increase coverage => Develop distributors and expand product coverage with a large number of stores nationwide
– Maintain and develop online channels, reduce online promotions and increase distributor policies
Work:
– Content Marketing
– Digital ads
– Brand activation at dealer points of sale
– SEO
– OOH advertising
Phase 4: October 1 – October 31
Objective: Increase loyalty
Strategy:
– Increase brand engagement for B2C groups
=> Gratitude program, gift giving,…
– Increase loyalty with B2B customers
=> Build incentive policies for distributors
Work:
– Content Marketing
– Digital ads
– Some programs to show gratitude and give gifts to distributors and agents at the end of the year
Campaign results
Running
