Marketing plan of a new sub-brand by Minh Long Vietnam, repositioning to win over millennials as new customer expansion.

1. RE-POSITIONING
TO WIN OVER
MILLENNIALS

2. Agenda
• Background
• Objectives
• Customer Segmentation
• Insight
• Big Idea
• Brand Concept
• Marketing Mix 6P
• Implementation Time
• Summary

3. Minh Long is well known as the top brand of
ceramics and porcelain products in the
Vietnamese market. Despite being familiar with
the elder and middle-aged generations, the
brand’s biggest challenge is to attract and
connect with young consumers, especially
Millennials and Gen Z. This obstacle could
impact on business expansion plan in the next 10
to 15 years.
Therefore, by the end of 2019, Minh Long aims to
develop a new sub-brand which completely
focuses on young consumers aged 20 to 33.
Background

4. • Develop a sub brand that will become the leading brand
of high-quality ceramics and porcelain tableware for
young consumers aged 22 to 33.
• With a view to occupying 30% market shares by the end
of 2022.
Objectives

5. Customer Segments
DEMOGRAPHIC
PSYCHOGRAPHIC &
BEHAVIORAL
GEOGRAPHIC
• Young professionals aged 22-33, Millennials, who already lived
independently from parents or tend to move out of families to start a self-
reliant life.
• Financially independent, having mid to high income, and afford their own
living space or share with friends and partners.
• Live in major cities (Ha Noi, Sai Gon, Da Nang, etc) or urban areas of
Vietnam
• Take care of household chores by themselves without external help
(services, housemaids, etc.)
• Interested in cooking and/or healthy lifestyle, purchasing home
accessories and kitchen appliances
• Go shopping for groceries frequently

6. • Design, material and pricing are the top 3
criteria that young consumers concern about
when shopping for tableware.
• Supermarket chains, groceries stores and social
media are the most common places where
Millennials look for tableware products.
• Tableware with stylish design brings more
delight to young consumers as they use the
products as a way of self-expression.
Insights

7. RETÔ (RẺ & TỐT) by Minh Long is a sub-brand developed to serve the Millennials customer
segment. Acquiring top-tier production lines from the master brand, RETÔ distinguishes itself from
the competition with high-quality, affordable and aesthetically creative products.
INTRODUCING
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8. Brand ConceptMillennials living independently in big cities have to carry out many responsibilities from
work to home duties. After a busy working day, they don’t feel like cooking for themselves a
proper meal, although following a balanced diet is always one of their goals.
RETÔ
Inspires a healthy
home-eating habit
with high-quality
and affordable
tableware
Serves as mental
support for daily life
through creative
design
• That’s because RETÔ tableware with pop-art designs illustrating signatures of mass
culture, which are familiar with Millennials, creates connections with target consumers.
• RETÔ products are super easy to clean and have high durability, which eases the stress
of dishwashing. Product sets are suitable for individual and small group use.
Photo source: Saigon Emoji

9. RETÔ offers tableware sets, mugs and lunch boxes that meet
the needs of Millennials living on their own in urban areas.
*RETÔ products are
• Made of premium porcelain, which makes them easy to
clean and have high durability
• Decorated with inspirational quotes and creative pop-art
design, which visualize the beauty and spirit of the popular
culture
• Packed and sold in sets for one, two or four consumers
*RETÔ products bring you
• Motivation to maintain healthy home cooking and eating
habits
• Not only tableware for daily use but also home decor
items
• A source of mental support while encountering life issues
Marketing Mix: Product
RETÔ
*For illustration purpose only

10. RETÔPrice
~ 30,000VND/
each piece of
tableware
• Value-based pricing
strategy
• Provide comprehensive
post-purchase service
*For illustration purpose only

11. ~ 120,000VND/ tableware set
(1 bowl, 2 plates, 1 mug)
Price
~ 160,000VND/
lunch box
RETÔ
*For illustration purpose only
• Provide a customer loyalty program in order
to reward our long-term clients and gives
vouchers to first clients.
• Welcome partnership with hospitality
providers such as hotels, restaurants and
beverage chains, and offer exclusive pricing
based on quantity.

12. Promotion RETÔ
• SEO & Content Marketing
• Social media and Influencers
Marketing - potential KOLs: Dino Vu
(Dinology), Hana Giang Anh, Giang Ơi
• Point-of-sale: live modelling tableware
sets in popular Vietnamese restaurant
chains among millennials, mugs in coffee
and beverage chains
• Event marketing: collaboration with
food vloggers and F&B brands
• Create seasonal limited products
along with discount campaigns
*For illustration purpose only

13. Place• Creating a new website to sell products with customized options and provide buyers with customer service in
terms of guarantee, delivery, returning and exchange.
• Distributing products in places that millennials usually visit for shopping and entertainment, including:
RETÔ
POPULAR SUPERMARKET CHAINS E-COMMERCE SITES PHYSICAL STORES IN SHOPPING
MALLS BY 2021
*For illustration purpose only

14. At RETÔ, our people philosophy is listening, understanding and sharing. Our team
members are young and sophisticated individuals who truly know and care about
consumers’ concerns.
People
RETÔ
• Manufacturing department: We observe and listen to what consumers think, feel and
love to create products that serve both your physical and mental needs.
• Sales/Marketing department: We are the voice of the brand. What we do is building
relationship with consumers based on communication and trust.
• Customer services department: We deliver our products and services with dedication
and enthusiasm in place to make customers feel connected.

15. Process RETÔ
Choosing
raw material
Forming Decorating Polishing
FiringLabelingInspecting
Warehouse
distributing
Retailing
Feedback
collecting
Improvement

16. Timeline
RETÔ

17. Minh Long is a high-class yet
unfamiliar tableware brand to young
consumers, Millennials and Gen Z.
Nice-looking tableware encourages
owners to enjoy cooking and eating
at home. Tableware is not only daily
use products but also home items
that help express individual
personality and lifestyle.
Make target customer feel
connected with the brand through
uniquely creative designs that speak
for their generation.
Big idea: RETÔ (Rẻ & Tốt) tableware uses signatures of pop culture as
materials for pattern design. Products are decorated with trendy and viral
quotes and imagery that capture Millennials’ rhythm of life.
6Ps:
Product: High-quality, affordable and creatively-designed
Price: Value-based pricing, price range: 30K - 120K VND
Promotion: Influencer marketing, social media, SEO & event
marketing
Place: Supermarket chains, E-commerce sites & physical stores
People: Manufacturing, Sales/marketing & customer services
Process: From factory to table
Summary
Problem
Insight
Solution
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18. THANK YOU!
RETÔ