This document is the strategic plan to create a new brand of a Vietnamese fast food restaurant. This includes financial plan and marketing plan the the new brand.

1. HBM 529 – BRAND DYNAMICS
Prepared for: Mark Tolson
08 November 2011
Quyen Nguyen 7239084
Thanh Le 7005598
Lien Le 7042973
Fivien Utomo 6068706

2. EXECUTIVE SUMMARY
The purpose of this report is to create and develop a new brand of Vietnamese
fast-food restaurant. In this report, we have conducted both qualitative and
quantitative research, which was done to explore the idea and to test the
concept of our brand with potential customer.
Our new brand is a Vietnamese fast food restaurant specializing in Vietnamese
rolls located in CBD area. We positioned ourselves as fast food restaurant
proving healthy and affordable food with fresh material and superior
customer services. We target on both students and professional studying and
working in CBD area that are health conscious and seeking value for money.
Furthermore, they are good at using Internet, especially social media network
to looking for information.
Following market research result, proposed brand name for the restaurant is
Viet-roll with tagline being “Purify your taste”.
For this new brand, we mainly use social media (such as YouTube and
Facebook) and universities sponsorship as our communication strategies as
they are effective and affordable. However, in our launch campaign, we also
use mass media like magazines and online advertising to leverage the brand’s
awareness and recognition. Promotions such as Gift Vouchers and tasting
events are also used to increase customers’ confidence to try our food.
Finally, we expect to get potential profit that will grow year on year to reach
$200,000 by the end of the third year.
In conclusion, Viet-Roll has a great opportunity to enter fast-food industry in
Australia due to an unfulfilled need in the market. It is recommended Viet-Roll
should be constantly innovated in terms of quality and products and
integrated marketing communication strategies should be maintained and
improved all the time to enhance its brand awareness.
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3. Table of Contents
EXECUTIVE SUMMARY ............................................................................................................................. 1
1. INTRODUCTION .................................................................................................................................. 5
1.1. AUTHORIZATION AND PURPOSE................................................................................................................... 5
1.2. LIMITATIONS ................................................................................................................................................... 5
1.3. SCOPE OF THE REPORT................................................................................................................................... 5
2. MARKET ANALYSIS ........................................................................................................................... 6
2.1. OVERVIEW OF M ARKET .............................................................................................................................. 6
2.2. EXTERNAL MARKET ANALYSIS (PEST ANALYSES).................................................................................. 8
2.3. INDUSTRY MARKET A NALYSIS USING PORTER FIVE FORCES ............................................................... 9
2.4. POSITIONING OF THE CURRENT MARKET PLAYERS ................................................................................ 10
2.5. PERCEPTUAL M AP .................................................................................................................................... 11
2.6. IDENTIFY GAPS IN THE MARKET .............................................................................................................. 11
3. PROPOSED PLAN .............................................................................................................................. 12
3.1. RESTAURANT DESCRIPTION ....................................................................................................................... 12
3.1.1 Product Description.................................................................................................................................. 12
3.1.2 Décor................................................................................................................................................................ 13
3.1.3 Features and Benefits .............................................................................................................................. 14
3.2. PROPOSED POSITIONING AND TARGET MARKET ................................................................................... 15
3.3. MOOD BOARD............................................................................................................................................... 17
4. DEVELOP POTENTIAL BRAND NAMES ...................................................................................... 18
4.1. CRITERIA OF BRAND ELEMENT ................................................................................................................. 18
4.2. TAGLINE ........................................................................................................................................................ 19
4.3. LOGOS ............................................................................................................................................................ 19
5. TESTING FOR PROPOSAL .............................................................................................................. 21
5.1. PROBLEM DEFINITION ................................................................................................................................ 21
5.2. RESEARCH DESIGN ...................................................................................................................................... 21
5.3. RESEARCH METHODOLOGY........................................................................................................................ 22
6. ANALYSIS OF RESULT ..................................................................................................................... 23
6.1. RESULT OF QUALITATIVE RESEARCH....................................................................................................... 23
6.2. RESULT OF QUANTITATIVE RESEARCH .................................................................................................... 24
6.2.1 Potential brand names.......................................................................................................................... 24
6.2.2 Proposed positioning ............................................................................................................................. 25
6.2.3 Proposed Target Location ................................................................................................................... 27
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4. 6.2.4 Proposed product features-benefits................................................................................................ 27
7. BRAND AUDIT ................................................................................................................................... 29
8. INTEGRATED MARKETING COMMUNICATION (IMC) STRATEGY.................................... 31
8.1. LAUNCH CAMPAIGN..................................................................................................................................... 32
8.1.1. Mass Media................................................................................................................................................ 32
8.1.2. Social Media.............................................................................................................................................. 36
8.1.3. Promotion .................................................................................................................................................. 39
8.2. GENERAL COMMUNICATION STRATEGY................................................................................................... 40
8.2.1. Long-term communication strategy ............................................................................................. 42
8.2.2. Communication Gann Chart.............................................................................................................. 44
9. BUDGET ............................................................................................................................................... 45
CONCLUSIONS ............................................................................................................................................ 48
REFERENCES .............................................................................................................................................. 49
APPENDIX ................................................................................................................................................... 51
APPENDIX 1: MENU OF THE RESTAURANT ........................................................................................................ 51
APPENDIX 2: CRITERIA FOR CHOOSING BRAND ELEMENTS ............................................................................. 52
APPENDIX 3: QUESTIONNAIRE ........................................................................................................................... 53
LIST OF FIGURE ......................................................................................................................................... 55
FIGURE 1: INFLUENCER FACTORS.......................................................................................................................... 55
FIGURE 2: EXPECTING SPENDING PRICE ............................................................................................................... 55
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5. 1. INTRODUCTION
1.1. Authorization and Purpose
The purpose of this report is to create a new brand of a Vietnamese fast-food
restaurant specializing in Vietnamese rolls. Australian fast food market is a big
and mature market, however there is still available gap and niche market to go
for. It is due to the increase of health consciousness among young people.
Moreover, there is no restaurant that provides healthy Vietnamese fast food at
affordable price in the market at the moment. Therefore, this is a good
opportunity to enter Australia fast food market.
1.2. Limitations
In this report, we mainly focus on creating a new brand of Vietnamese fast
food restaurant and its communication strategy in Melbourne. However, all
analysis including external and customers environment were mainly based on
IBIS World Industry Report for Australia nationwide. Therefore, level of
accuracy may not be very high.
Market Research is also another limitation of this report as surveys were
conducted among only 12 people. It is quite a small group and may not be
represented for the whole target market.
1.3. Scope of the report
This report will include the following parts: Market Analysis, Product Concept,
Development of Potential Brand Names, Testing, Analysis of Result and
Integrated Marketing Communication.
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6. 2. MARKET ANALYSIS
2.1. Overview of Market
According to IBIS World, the market size of fast food industry in Australia is
growing and will reach 15.2 billion in revenue in the financial year of 2011-12.
By providing consumers with an evolving and adaptable product selection, a
2.7% per annum rise in sales is expected over the next five years to a reach the
total value of $17.3 billion by the end of 2016-17.
The following figure shows the market’s products and services, in which
Hamburger, salad and sushi are dominating the market.
Australian fast food market is being led by Mc Donald, holding 19.5% market
share, Yum! Restaurants (Pizza Hut, KFC) having 16.5% market share and
Competitive Foods Australia (Hungry Jacks) with 8% of market share. The
residual market share is distributed between wide varieties of fast food
businesses. The fast food market is considered mature with high concentration
and competition levels.
6

7. At the moment, one of the biggest influences on Australia’s Fast Food industry
over the past two decades has been the growing social and consumer
awareness about the importance of healthy eating. Australians have become
increasingly health conscious (IBIS World, 2011). It is a big opportunity for
new players in the market.
On the other hand, consumers are likely to continue seeking value for money
in fast food meal purchases and some may trade down food purchases in favor
of lower-priced meal options. It will cause price war and fierce competition
among players.
In general, Australian fast food market is mature with stable growth. It has
many strong and experienced competitors with main product being
hamburger, sushi and salad. At the moment, customers in the market are
becoming more health conscious and price sensitive.
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8. 2.2. External Market Analysis (PEST Analyses)
Political Social
With the increase of busy
The increase of health problem such
lifestyle, fast food brands have a
as diabetes and obesity due to
unique opportunity to replace
consumption of fast food led to
home cooked meals by offering
government and citizens’ concerns
healthy time saving meals.
about food safety.
More mothers are getting back to
work, so they are seeking quick
and healthy fast food alternatives.
Environmental Technological
Opening a fast food store does not Improved efficiency of POS (Point of
have a large environmental footprint. Sale) i.e. improved credit card
However, to appeal to a young and efficiency such as ‘tap and go’’ for
fresh health conscience generation, visa and MasterCard increase the
the design of the store should follow speed of transactions and reduce the
modern and contemporary design queuing time for customers.
with lots of glass, open spaces and
modern materials. The boom of social networks such as
YouTube and Facebook also bring a
new communication channel for
Viet-roll so that it can communicate
with the customer more effective.
8

9. 2.3. Industry Market Analysis using Porter Five Forces
Factors Score Descriptions/ Notes
The market is saturated with established fast food
Threat of brands in convenient locations. However, due to the
new Medium change of Australian lifestyle, which is healthier and
entrants more environment friendly, there is still a room for
new players.
Supplier power is low as there are many suppliers in
Supplier
Low the market and they are quite providing same
power
products at similar prices.
Unless buyers are brand loyal to a particular Fast
Food Chain, otherwise there is no switching cost
Buyer associated for patronising competitors’ service. It is
High
power buyer choice what their preferences are. Moreover,
customers are now seeking value for money, they are
likely to change fast food brand based on price.
Supermarket and Convenience stores such as 7Eleven
and Safeway are offering pre-packaged meals at
Threat of
High affordable price. Some Vietnamese restaurants are
Substitute
offering cheap meal deal to attract price sensitive
customers.
At the moment the number of Fast Food brand are
Rivalry
very high. It causes fierce competition among the
among Very High
competitors particularly in price and healthy
competitors
offerings.
9

10. 2.4. Positioning of the current market players
The main current market players in the fast food market are Mc Donald, Pizza
Hut, KFC and Hungry Jacks, accounting for more than 40% of the total market.
Products are competitively priced to attract customers with large distribution
networks. Their positioning is value for money through affordable meal deals,
promotion and convenient locations. Their product offers are considered to be
unhealthy and has been blamed by various healthy groups for the source of
obesity in this nation.
McDonalds in particular have introduced healthy food segment, which have
been Heart Tick Approved such as Seared Tandoori Wrap (Mc Donalds, 2011).
KFC and Hungry Jacks are introducing premium gourmet, which are
perceived as being healthy such as using celebrity Darren Simpson to create
his limited edition chicken burger range for KFC (KFC, 2011) and Organic beef
burger – Classic Angus (Hungry Jacks, 2011). Stores are conveniently located
not only in hot spot areas (such as CBD areas, shopping mall and big super
markets) but also spreading across suburbs to maximize sales. The business is
mainly expanding through franchise licensing.
The healthy segment competitors are Subway, Grill’d and Salsa’s owned by
Boost Juice. The food offerings are still in similar category as the dominant
market players above i.e. western style cuisine and offering burgers as one of
the menu, but differentiate itself through ‘calorie- conscious’ ingredients used
and preparation methods and place themselves as premium gourmet fast food.
We can see that all the competitors are focusing on the same products at
similar price and limited differentiation. As result, they are in very fierce
price war and are seeking for different kind of promotion to attract
customers.
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11. 2.5. Perceptual Map
The following are Perceptual Map of the main players in fast food industry at
the time
2.6. Identify Gaps in The Market
The market is mature with high competition levels of Western Fast Food such
as burgers, chips, pizza and pies. The healthy alternatives are also very similar
such as McDonalds, Hungry Jacks but deemed to be healthier through the use
of different type of meats, ingredients and production method (baked instead
of fried). Other alternatives are sushi, salads, sandwich rolls and fascias that
seem healthier than burgers and pizzas.
On the other hand, when looking at the Australian demographic, it becomes
very clear that Australia is a country, which has multicultural population.
There is a potential opportunity to introduce a niche fast food brand based on
one of the ethnic groups that prefer healthy food. The selected group is
Vietnamese, which is the fifth largest immigration group in Australia.
Australia has a population of approximately 160,000 Vietnamese with 36.8%
living in Victoria (Australia Bureau Statistics).
11

12. Melbourne has a wide range of Vietnamese restaurants, located in hot-spot
locations such as Richmond, Footscray, Sunshine and St. Albans. The range of
existing Vietnamese restaurants indicates that people are familiar with the
Vietnamese cuisine and flavors. Some of the cuisine could be categorized as
fast food such as Vietnamese baguette and Vietnamese rolls that are offered in
small shops or Vietnamese convenient stores.
Vietnamese rolls are mainly made of fresh and health materials such as rice
paper cake; it can adapt the new trends of eating healthy food among young
customers. Moreover, there is no dominating Vietnamese fast food brand
existing in the market at the moment, it is an opportunity to introduce a
Modern uptake of Vietnamese restaurant specializing in Vietnamese rolls in a
Fast Food Setting.
3. PROPOSED PLAN
3.1. Restaurant description
Our restaurant will be a small and modern fast food restaurant located in CBD
area, which is a suitable place or fast lunches and dinners. It proudly serves
contemporary Vietnamese cuisine with all kinds of rolls. Especially, it is
committed to provide authentic Vietnamese taste with added Asian herb, fresh
vegetable, natural meat and seafood whenever possible.
The restaurant will differentiate itself by superior customer services, as each
customer will be treated like a family member. The restaurant will be featured
with green herb trees and flowers in theme colors of green and light orange to
make customers feel more fresh, relaxed and cozy.
3.1.1 Product Description
Our product will be all kinds of Vietnamese rolls which are easy to make, easy
to take and easy to carry. We commit to use fresh and healthy materials.
12

13. Besides rolls, we also provide other typical Vietnamese authentic food such as
pancakes, salads and soups.
Main materials we use will be all kinds of Vietnamese mints and herbs, fresh
vegetables and fruits, natural meat and seafood. We also differentiate
ourselves by offering wide range of Vietnamese sauces that cannot be found at
anywhere else.
Especially, each weekend, we will surprise our customers by special dishes,
which may be Vietnamese hop pot, Vietnamese BBQ or other Vietnamese
recipes (See appendix 1: Menu of the restaurant).
3.1.2 Décor
Our restaurant style will be modern but green, warm and cozy with green and
light orange being theme colors. Wooden tables and chairs, green floors and
walls, and herb pots around (designed by local architecture) will enhance the
feelings of nature and coziness of the restaurant.
13

14. There will be a small herb and vegetable garden in the middle of the
restaurant and they will be used directly in our cooking process. It will ensure
that our materials are fresh and are not fertilized.
3.1.3 Features and Benefits
Healthy food
The main ingredients of the restaurant are fresh vegetables so the food is less
fat and quite healthy
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15. Fast and Affordable
Our restaurant will offer two meal options for customers: install lunchbox or
customized rolls. Each serve of customized rolls will be made when required
in around 2 minutes, using fresh and tasty ingredients. The rolls will be much
fresher, healthier than other kind of fast food.
We also provide quick delivery services within Melbourne CBD, so that our
customers can have good meals whenever they want.
3.2. Proposed Positioning and Target Market
We position ourselves as a healthy and affordable brand. We go for a niche
market, as the Vietnamese cuisine has not been offered in fast food setting
before. It is to fulfill the gap in Australian fast food market at the moment.
The following is our expected perceptual map:
The proposed target market will be as follows:
15

16. 1. 18-24 years old – typically university/TAFE students and fresh
graduates in their fresh job. This group will be looking for affordable
meals and yet, cool place to ‘hang-out’ with their friends/colleagues.
2. 25-35 years old – typically has higher discretionary incomes, busy
working professionals and young couples married with children.
According to IBIS World 2011, there is growing increase of working
mothers in the age segment. Hence, they are seeking for quick and easy
alternative to home-cooked meals.
The new Vietnamese fast food store will ideally be located in an area with
many young people (proximity to universities) and people with disposable
money to spend on healthy fast food. An area with a wide diversity range is
expected to attract customers with Vietnamese heritage with expected interest
from other group following. Therefore, Melbourne CBD is an ideal place for
our restaurant.
16

17. 3.3. Mood Board
17

18. 4. DEVELOP POTENTIAL BRAND NAMES
4.1. Criteria of Brand Element
Based on the key criteria for choosing brand element such as brand name, logo and
tagline from Keller (2008) (Appendix 2: Criteria for Choosing Brand Elements), we
have developed three possible brand names for our healthy fast-food restaurant as
follows:
Table 4-1: Proposed Brand names
Brand Names Description
Nana Short and Easy to recognize and recall the brand
The brand name related to grandmothers (“Nanny”) bringing family
feeling.
Flexible to transfer within and across product categories
Able to adapt the brand element toward the change of consumer
values and opinions in the future
It is quite old styled and not fashionable.
Viet-Roll Simple to recognize and recall
Easy to remember
Easy to associate with the main product offerings: all kinds of
Vietnamese rolls
No negative meanings in different languages.
Wrap & Rolls Reveal the features of products
Simple, easy to recall and remember
A little bit long and hard to pronounce for Asian people.
Coriander Hard to associate the brand name to the products.
A bit difficult to move forward other categories
18

19. 4.2. Tagline
For tagline, have 4 possible proposed taglines for our restaurant and product:
“Purify your taste” – Unlike other fast food, which is oily and salty, our product will
purify your taste with pure and healthy ingredients.
“Think different, eat healthy” - Our product will keep you healthy and full of energy to
stand out and to be different.
“Your healthy meal, our mission” - Giving you healthy meal is the mission that we
commit to fulfill.
“Rolling in the day” - Our fresh and healthy food will bring you full energy for a
busy day.
4.3. Logos
After doing survey, the result showed that the name “Viet-roll” and the tagline of
“Purify your taste” were the most popular ones. Therefore, we have come up with 3
possible logos the designs for the name and the tagline.
19

20. Table 4-2: Proposed Logos
Logos Meaning of Logo
Using green and orange colors, which are vegetable’s
color, to show product’s freshness and healthiness.
The styled “O” associates to a cut slide of roll.
Moreover, it looks like number 9 – a lucky number in
some Asian culture.
The font looks so touch and less lissome.
Using the same colors as version 1;
Using the handwriting font to bring customers the
feeling of friendliness and relaxation;
The font is more lissome.
Green is for healthy, and Orange is for beauty and youth
Using both letters and symbol to illustrate the brand
Orange becomes main color theme in this logo.
20

21. 5. TESTING FOR PROPOSAL
5.1. Problem Definition
Market research is a tool that is used to enhance decision-making and planning and
ultimately to reduce risk and identify opportunities (Fong & Miller 2006). The
quantitative research has been conducted to determine the ultimate brand name and
understand the perceptions of target market. In this case, our focal issue would be:
“What make a Vietnamese fast food restaurant success in Melbourne?”
5.2. Research Design
A research design is simply the framework or plan that guides the collection and
analysis of the data of the research study (Aaker et al. 2007). In order to achieve the
objectives of research; secondary and primary data will be collected to answer the
focal issue.
Objectives for research
 To find out the most suitable brand name
 To understand customer’s attitudes toward the brand and product’s concept.
 To determine essential factors, which customers have most concerned about
 To analyze brand name appeal and value in customer’s point of views
 To search for customer’s expectations in term of service, foods and
environment of Vietnamese fast food restaurant.
With the aim of finding strategic answer for the focal issue and research objectives,
market research will collect both primary and secondary data.
21

22. Secondary data is information that has already existed from the Internet and other
trustworthy database and sources such as IBIS World, Emerald, Passport and Euro
monitor. This data will provide general and overview information about Australian
fast food industry, market shares, sizes and current players and other external
factors, which have important roles in decision-making. Target segmentation, new
brand name and strategic strategy are determined based on these secondary data.
On the other hand, primary date will be collected through focus group and survey to
specific target customers for deeper understanding about customer’s attitudes,
brand acceptance and purchase concern in Vietnamese fast food restaurant.
5.3. Research Methodology
To test our brand concept, we have conducted a small focus group and a small
survey. For survey, a questionnaire (See Appendix 3) is designed to be used to
accomplish a wide variety of research objectives. Before administering the survey, it
is essential to pretest the questionnaire to identify and correct any error in order to
ensure that questionnaire meets the expectations in terms of information that will
be obtained (Aaker et al. 2007).
Our survey is conducted with 12 people who are working and studying within 10 km
from Melbourne CBD via email or face-to-face.
The following table describes the criteria for choosing respondents
22

23. Table 5-1: Proposal Target market – sample definition for marketing research
Size of Sample 12 people
Demographic Male or Females
Age range of 18-35,
University Students and professionals
Location People who are living within 10km from Melbourne CBD
Behavior People who are seeking healthy and valuable fast food restaurant.
6. ANALYSIS OF RESULT
6.1. Result of Qualitative Research
The results of focus groups help us to describe our target consumer base on different
ideas of participants without our influences. Base on the information collected the
mood board was developed. Our target customers include (1) university/TAFE
students and fresh graduates in their fresh job who are looking for affordable meals
and yet, cool place to ‘hang-out’ with their friends/colleagues; and (2) busy working
professionals and young couples married with children who have stable jobs with
higher incomes.
The focus group also gave us important ideas and opinions about how brand name,
logo and slogan would be, price range, restaurant environment and preferable
dishes in the menu.
23

24. 6.2. Result of Quantitative Research
Information and data gathered in the survey provides information to satisfy these
objectives:
Verifying proposed positioning of our Vietnamese fast food restaurant;
Verifying proposed target market;
Selecting final brand name;
Selecting preferred the distribution channel and communication strategy.
6.2.1 Potential brand names
Potential Brand Name =
(n
46%
33%
15%
8%
Nana VietRoll Coriander Wrap&Rolls
Based on the result of the survey for 4 potential brands names (with 12
respondents). 46% of respondents were considered “Viet-Roll” as the most suitable
name for a Vietnamese fast-food restaurant specializing in Vietnamese rolls.
With the taglines, 60 % of them agreed on “Purify your taste”.
After that, we also showed all 12 respondents 3 logo designs and 7 of them thought
that the second one were the most suitable one.
Finally, brand name, logo and tagline for the restaurant are decided to be “Viet-Roll -
Purify your taste”.
24

25. 6.2.2 Proposed positioning
Based on our survey result, the most important factors that influence customers’
choice of fast food restaurant are as follows:
Influencers
68% 69% 70% 62%
58% 60%
50%
Most of them (70%) suggested that taste, price and vouchers/deals are three
important elements for a fast food restaurant. After these factors, group of
convenience factors – i.e. location, sanitary and customer service are rated as the
second important factors with more than 50% of respondents’ agreement. (See the
Figure above). Also, the need of fast delivery is an important factor with 60% of
votes.
25

26. After analysis the survey result, we found that we were on the right track of
positioning ourselves as a Vietnamese fast food restaurant with authentic
Vietnamese rolls, which are fresh, healthy and affordable. The followings are key
images we aim to have with Viet-rolls:
Healthy, tasty and affordable;
Timely delivery;
Regular special deals/vouchers;
Moreover, Viet-Roll we will differentiate ourselves over other competitors by
superior customer services to make sure that customers will be come back and their
loyalty will be improved.
26

27. 6.2.3 Proposed Target Location
Location
0%
0%
8%
8%
Melbourne CDB
Northern Suburbs
Southern Suburbs
Western Suburbs
Eastern Suburbs
84%
In according to our survey, there are 84% respondents refer to locate the restaurant
in Melbourne CBD. We also think that Melbourne CBD is an ideal location for Viet-
roll as the location gathering almost of our target market who are both students and
professionals. Therefore, it appears that Melbourne CBD is the most suitable location
for our new restaurant.
6.2.4 Proposed product features-benefits
Main courses for Vietnamese fast food restaurant:
Types of food Voting
Rolls 75%
Pancakes 8,3%
Rice Cakes 83,3%
Soups 25%
Vietnamese salad 83,3%
27

28. The result showed that rice cakes, Vietnamese salad and rolls are the most
preferable main courses for a Vietnamese fast food restaurant.
As for price range, the result also showed that 83% of customers prefer main course
from $7 - $10 price range (Figure 2). Therefore, our price will be very from $7-$10.
Expectations:
According to our result Taste is the most important factors for a Vietnamese fast
food restaurant with 67% of votes. Following that are Convenience and Prices are
the second and the third important factors with 42% and 33,3% of votes.
Factors Assessment
Delicious High
Convenient Acceptable
Expensive Acceptable
Diverse High
Good service Acceptable
Clean High
Good design Acceptable
From the result, we will commit to keep our food quality at high level and try to look
for new rolls recipe and formula so that we can satisfy out customers. Price will also
be remain stable in at least next 2 years.
28

29. 7. BRAND AUDIT
The CBBE model will help answer two most important questions, which are “What
makes a brand strong?” and “How to build a strong brand?” Understanding the needs
and wants of consumers and programs to satisfy them are at the heart of successful
marketing. Therefore, the CBBE approach brand equity from the perspective of the
customers. (Keller 2008).
The following is CBBE pyramid that we expect Viet-roll to have in the future
29

30. According to CBBE above, we want to be considered as a high awareness and trust
worthy brand in customer’s mind. We want our customers to perceive us as a tasty
and healthy food restaurant with affordable price and super caring services. We also
want customers who come with us feel safe and secure with our healthy food, and
therefore they will be more confident with their choices.
The brand will offer an impressive performance through healthy and tasty products
by fresh and natural ingredients, convenient package, superior customer services
and competitive price. These help to establish and improve the image of our brand.
Based on those strong brand building blocks, the brand creates a long-term loyal
relationship with customers, which is indicated by high repeat purchase and active
engagement. Customers “love” the brand and will recommend it to their friends and
relatives.
30

31. 8. INTEGRATED MARKETING COMMUNICATION (IMC) STRATEGY
Recently, Kitchen et al. (2004) observed that IMC has from being a mere "inside-out"
device that brings communicational and promotional tools together to being a
strategic process associated with brand management. IMC involves managing
marketing communications in a holistic manner to achieve strategic objectives.
Furthermore, it is contended that IMC potentially can make firms more efficient
and/or effective in communicating with their intended target markets, and in turn,
can help firms in achieving superior financial performance through higher brand
equity. Integration of marketing communications is related positively to a firm's
brand-related performance, (Madhavaram et al. 2005)
Therefore, we will use IMC Strategy for our new Viet-roll brand. With marketing
budget being limited at $35,000 for the first year including launch campaign cost, it
is necessary to have a highly effective IMC model at low cost. Therefore, in our IMC
Strategy we focus on using social media, promotion and superior customer services
to communicate with our customers. However, mass media, which is combination of
print and online advertising, will also be used in the first month for the launch
campaign.
The reason is that with new-brand introduction, it is always a challenge for
companies to plan an effective communication mix. In fact, cross media programs
(combination of print and online advertising) may help increase advertising
effectiveness and increase brand recognition, which is very important to a new
brand; firms can be encouraged to supplement traditional print advertising with
new media channels (Wakolbinger et al., 2009)
31

32. 8.1. Launch Campaign
Viet-roll is about to be launched on 1st of December 2011, in CBD area. For launch
campaign, we will use integration of Mass Media, Social Media and Promotion as per
the following figure:
8.1.1. Mass Media
For Mass Media, we will use the combination of Print and Online Advertising. As
mentioned above, the combination of print and online will leverage brand awareness
and recognition, which are very necessary for a new brand like Viet-roll.
Print Media. As print advertising on famous magazine is very expensive, we will
utilize local magazines and student news.
We decided to choose Melbourne Weekly, a free weekly magazine from Fairfax
Media. It is released every Wednesday morning. Melbourne Weekly Magazine is
Australia’s most successful free weekly magazine. It is about community, it is about
celebrity and it is about style with circulation of nearly 110,000. The magazine’s
32

33. target readers are men and women from 18-45 years old working and studying in
CBD area. They are quite similar to Viet-roll target customers.
Image 1.1.1a: Melbourne Weekly Magazine
Viet-roll Editorial will be placed on December issue of Melbourne Weekly in 2011. It
will be a Double Page Spread editorial on Time Out section. This section is about
finding out what’s new, upcoming and tried and tested in food and wine, music,
theatre and the arts, galleries, festivals and community events ( (Melbourne Weekly,
2011)
33

34. The following table is advertising rate of Melbourne Weekly
Source: (Melbourne Weekly, 2011)
Advertising cost for a casual Double Page Rate on Melbourne Weekly is about
$14,127 and it is quite affordable for a new brand like Viet-roll.
The following is the proposed layout for our magazine editorial:
Image 1.1.1b: Editorial Layout
34

35. University magazines are also other channels to communicate with Viet-roll’s
important target customers who are university students. Advertising rate on
university magazines is always low or for free depending on level of sponsorship of
the brand with the universities. In this sector, we will choose to sponsor a leisure
club at universities in CBD area (i.e. – Cooking Club). Or Viet-roll can sponsor other
university parties or events such as Semester End Party and University Open Day.
Those activities will help Viet-roll get free ads on University Magazines and help the
brand become familiar with university
students.
Online Advertising. Online advertising has
been found to be effective both in
communicating corporate messages and in
strengthening brand equity. Additionally,
the Internet offers more freedom of action
for consumers, who can select a time and
place for their website browsing
(Wakolbinger et al., 2009).
With Viet-roll, we will use online review. It is likely more effective than other
advertising. It is stated that online reviews can reduce consumer uncertainty about
product characteristics and, therefore, have the potential to increase product
demand and firm profits (Li, 2011)
35

36. Online review will influence customers on step 2 and 3 that are Information Search
and Evaluate Alternatives of Customer Buying Process in the Figure above. These
steps play an important role on customer decision of purchase.
Among many Food and Drink websites, we selected Australian Goof Food Website to
get our restaurant reviewed. Throughout the decades pioneering principles and
values have continued to set the standard establishing AGFG as Australia's most
respected rating authority (AGFG, 2011). It will cost around $3,000 to for a
restaurant being reviewed on Australian Good Food.
8.1.2. Social Media
Social networking sites (SNS) such as Facebook and YouTube are growing in both
popularity and number of users (Taylor et al., 2011). Australia is a country that has
the highest using social networking rates in the world. There are more than 48% of
respondents of the ACMA survey answers visiting social networking in the last
month to browse personal profile or contact with friends, 25% watched video clips
and 22% reading news via social networking sites (ACMA 2011).
Social media is really cheap. It is totally free to have your own Facebook page and
YouTube Channel. Also, social media have a large coverage. It has no boundary to
reach the target customers. Another advantage of social media is that it provides
two-way communication. Companies can be able to listen to and get
recommendations from their customers easily and quickly via “comments” and
“likes”; therefore they can communicate with their customers effectively and
measure marketing effectiveness better. Social media also give companies chance to
know who their customers are by looking at their Profile information which is really
hard for other communication channel.
36

37. However to increase the likelihood that SNS users will react with a favorable
attitude, advertisers should make their Social network pages more entertaining
(Taylor et al., 2011)
With all mentioned above, utilizing social media is really good for a new brand with
limited marketing budget like Viet-roll, we will use a combination of YouTube videos
and Facebook pages to promote our new brand. We will have our own channel on
YouTube site, and then solicited Facebook fans, combining both forms of social
media.
YouTube. Firstly, for the Launch Campaign, we will create our YouTube channel; we
will make a short clip introducing our restaurant and our products, authentic
Vietnamese rolls. Then we will keep posting recipe video series called “How to make
it” every Thursday.
These clips will be about teaching audiences how to make simple Vietnamese dishes,
we will also share interesting tips to make delicious Vietnamese food such as how to
make spring rolls crunchy, how to keep vegetables fresh, and how to make
Vietnamese sauces, etc…
37

38. Secondly, we will share our YouTube channel among friends and relatives, and then
ask them to share with their friends. We hope that customers will like our
interesting and informative YouTube Channel and it will be more popular.
Facebook. At the same time, we also create our Facebook page. To make it interesting
so that people can spend more time on it, we will commit the following activities:
 Uploading new photos of the restaurant and its new food every week
 Uploading all recipe video clips we have on YouTube
 Handing out Gift Vouchers for every special occasion via Facebook.
 Sharing small tips about cooking and interesting stories about our restaurant.
 Answering any questions about related to the restaurant
 Other interactions such as small quiz and customers sharing their own recipes.
Like YouTube, at the beginning, we will ask our friends and relatives to share our
Facebook pages to their other friends and suggest them to like it. Gradually, if they
were interested in our Facebook page and restaurant, they will share it to more
people. Our magazine editorial and online review will also help us to introduce our
Facebook page and YouTube Channel to wider range of customers.
With social media, we mainly focus on
two-way communication. Actually, social
media is not another push channel. To
get customers engaged with the pages,
we will try to listen and respond to what
38

39. customers want to know, see and hear. We will take into account their
recommendations make sure that they will react to our effort with a favorable
attitude.
8.1.3. Promotion
Promotion activities, such as coupons, special packs, discounted prices, sampling,
buy-one-get-one, special displays, feature ads, on-pack stickers, special packaging,
and event or sponsor-driven promotions can be an effective way to boost business
activity, especially for customers to get used to a new brand name (Analytic Partner,
2011)
For a new brand like Viet-roll, when customers have no idea about the brand and its
products, promotion will make them more confident to give it a try. In this case, we
will use the combination of two types of promotion, which are Gift Vouchers and
Universities Tasting Day.
Gift Vouchers. In the first month of opening, 300 free gift voucher valued at $5.00
will be handed out to our customers only for Monday and Wednesday every week.
We aim to encourage customers to come to our restaurant more on weekdays, not
just weekend.
39

40. Our Gift Vouchers will be handed out at:
- Central location with Promotion girls wearing funny costumes to draw attention
- For the first 100 people who click “like” on our Facebook Pages
- Customers coming to Viet-roll restaurant on the Opening Day.
Tasting events. Students are among important target customers of Viet-roll. They
have high demand of fast and healthy food. They like trying new things, especially
new food and new restaurant. We found it a very potential market. Therefore, we
pay more attention to students.
Besides placing our editorial on University Magazines, we will have tasting events
every Friday at universities located on Melbourne CBD. Our food vans will provide
students with free food including rolls, pancakes and other kind of Vietnamese
authentic food. It will help get students familiar of the brand and increase their
awareness of the restaurant.
We will also sponsor for univerisities’ activities by providing free rolls for University
parties and Open Day or for meetings of leisure clubs and other festival of the
universities.
8.2. General Communication Strategy
For long-term communication, we will mainly focus on high effectiveness and
affordable channels such as social media and superior customer services. Mass
media such as magazines and review websites are just used in the first month for
launch campaign, as they are quite expensive.
We will also pay more attention to students and will continue sponsor for their
activities at universities by providing them free food for the occasions. Gift Vouchers
40

41. will only be rewards for customers who participate in our social media activities
such as small contest and small quiz about our restaurant and our food or for
customers who have good recommendation for our restaurant. Value of Gift
Vouchers may be varied form $5.00 to $20.00
Our general communication strategy will be based on Buyer Readiness States as
below. Different tactics will be designed to fit each state of the process.
41

42. 8.2.1. Long-term communication strategy
The following table is our Long-term communication strategy
Stage Objective Tactics
Launch Campaign:
- Mass Media: editorial on Melbourne Weekly Magazine and
Restaurant review on Australian Good Food website
- Editorial on universities news
Awareness of the products
Awareness - Social media: posting “How to make it” video on YouTube and
existence by the consumer.
being active on Facebook.
- Promotion and Sponsorship: Free Gift Voucher, University
Tasting Days and sponsorship of university leisure clubs, parties
and Open day.
Keep Social Media pages informative and interesting:
- Encourage customers click “like” on social media sites by
rewards (Gift Voucher)
- Update latest photos about the restaurant and its product once a
Understanding the product
Knowledge week
and its benefits
- Upload new “How to make it” recipe videos every two weeks
- Get customers engaged to Social media sites by small contests
and small quiz.
- Answer any relevant questions about the brand.
42

43. Communicate more with customers directly and via social media
- Always ask customers directly about how they feel about the
If consumers know the
restaurant and the food when possible.
Liking product, how do they feel
- Encourage customers to share their opinions and
about it?
recommendations directly or via social media.
- Listen and consider doing what customers really need and want.
- Provide customers with super caring customer services.
- Keep improving restaurant performance and keep having new
Consumers preference over
Preference kind of rolls.
competing products
- On time delivery.
- Be responsive on social media.
- Say the same language with customers: continue sponsoring for
student activities such as festival, parties and student leisure
clubs.
Its suitability to be purchased - Reinforce the brand’s image of healthy, friendliness and value
Conviction
by the consumer for money via social media.
- Create great word of mouth with the help of close fans and via
social media.
Consumers may have - Change special dish every week to attract customers.
conviction about the product - Hand out Gift Vouchers every month.
Purchase
but might not actually get - Send Invitation to customers every weekend via social media.
around to buying it,
43

44. 8.2.2. Communication Gann Chart
Month M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
Mass Media
Magazine
Online review
Universities News
Social Media
YouTube
Facebook
Promotions
Gift Vouchers
Tasting days
Sponsor ship
44

45. Marketing Expenses
Month1 Month2 Month3 Month4 Month5 Month6 Month7 Month8 Month9 Month10 Month11 Month12
Mass Media
Magazine $14,127
Online Review $3,000
Uni. News $300
Social Media
Facebook $250 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300
YouTube $250 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300
Promotion
Gift Vouchers $1,500 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400
Tasting Days $900
Sponsorship $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300
Total $20,627 $1,300 $1,300 $1,300 $1,300 $1,300 $1,300 $1,300 $1,300 $1,300 $1,300 $1,300
$34,927
9. BUDGET
45

46. 46

47. The market share of Fast-food Industry in Australia will reach the
revenue 15.2 billion AUD dollars in fiscal year of 2011 – 2012 (IBIS
World 2011) with Victoria taking 29% of the revenue. Viet-Roll is
targeting to achieve 0.01% (equalling 440,800 AUD) of the
Victorian fast food revenue in the first year of business.
Assume that we will open 11 hours per day, 365 days per year and
assume that each customers will spend average 8 dollars for a
meal, we will sell to 4591 customers in the first month of opening.
Advertising campaign will increase sales by 15% in the second
month and 2.5% for the next 24 months. In the third year, our
profit will be 86,958AUD.
47

48. CONCLUSIONS
To conclude, Australian fast food market is mature with stable growth in the next 5 years.
However, there is still available gap that can be exploited. Our Viet-roll brand was
created to fulfill the need of healthy and affordable fast food of our target customers who
are young and health conscious people working and studying in Melbourne CBD. We
differentiate ourselves by unique offers and services to fulfill the current gap in the
market.
The Customer-Based Brand Equity Pyramid has created to guide direction for marketing
activities in order to build a strong brand. With out Brand Equity, we focus to be a high
awareness and to be remembered as a healthy, Vietnamese style, affordable and caring
restaurant.
For communication strategy, we find it more effective and efficient utilizing the
combination of multi channel social, which are social media, sponsorship and promotion
to build the brand and to meet the specific stages of customer’s readiness. These channels
are effective and have low cost. They are very suitable a new brand like Viet-roll.
In order to maintain and develop the brand in the future, we will continue with the
followings:
Maintain our food quality and look for new healthy recipes.
Be active and responsive on Social Media and maintain effective
communication with students such as university sponsorship.
Do further market research to better understand the customers (via social media)
With our careful analysis and consideration, based on our estimation, we will get
potential profit each year and the profit may increase year on year to reach $200,000 in
the third year.
48

49. REFERENCES
1. Aaker, DA, Kumar V, Day GS, Lawley, M, Stewart, D, 2007, Marketing
Research,2nd Pacific Rim edn, John Wiley and Sons Australia, Ltd.
2. AGFG 2011, About Us, viewed on 05 Nov 2011,
<http://www.agfg.com.au/agfg/about>
3. Analytic Partner 2011, “Promotion Effectiveness for Imprived ROI”, viewed
on 05 Nov 2011, <http://www.analyticpartners.com/services/promotional-
effectiveness/>
4. Li et al., 2011, “Product Reviews and Competition in Markets for Repeat
Purchase Products”, Journal of Management Information Systems , vol 27, p.
9-21.
5. Madhavaram et al., 2005, “Integrated Marketing Communication (Imc) And
Brand Identity As Critical Components Of Brand Equity Strategy”, Vol. 34,
p.71.
6. McNamara, G, Deephouse, D, & Luce, R 2003, 'Competitive positioning within
and across a strategic group structure: the performance of core, secondary,
and solitary firms', Strategic Management Journal, 24, 2, pp. 161-181, E-
Journals, EBSCOhost, viewed 16 September 2011.
7. Melbourne Weekly 2011, “Advertising Rate”, viewed on 05 Nov 2011,
<http://www.adcentre.com.au/media/359230/melbourne%20weekly.pdf>
8. Keller, L.K., 2008, Strategic Brand Management, 3 rd Edition, Pearson
Education.
49

50. 9. Fong, J & Miller, H 2006, ‘Making the decision for market research:
determining the need and competency’, Journal of continuing higher
education, vol. 54, no. 1, Winter, pp. 34-38.
10. Porter M. 1979. The structure within industries and companies’ performance.
Review of Economics and Statistics 61: 214–227.
11. Taylor et al., 2011, “Friends, Fans, and Followers: Do ads Work on Social
Networks?”, The Future: Advertising on Social Network .
12. Wakolbinger et al., 2009. “The Effectiveness of Combining Online and Print
Advertisements”, Journal of Advertising Research .
13. Walker, Jr, Gountas, J, Mavondo, F and Mullins, J 2010, Marketing Strategy (a
decision focus approach), McGraw-Hill, Australia
50

51. APPENDIX
Appendix 1: Menu of The Restaurant
51

52. Appendix 2: Criteria for Choosing Brand Elements
Criteria Description
Memorable Easy recognized and recalled
Meaningfulness Descriptive and persuasive
Likable Fun and interesting,
Rich visual and verbal imagery
Aesthetically pleasing
Transferable Within and across product categories,
Across geographic boundaries and cultures
Adaptable Flexible and updatable
Protectable Legally and competitively
Source: Keller L.K. Strategic Brand Management 2008, p14
52

53. APPENDIX 3: Questionnaire
MARKETING RESEARCH ON VIETNAMESE FASTFOOD RESTAURANT
1. What location do you think is most MELBOURNE CBD …1
suitable for a Vietnames fastfood NORTHEN SUBURBS …2
restaurant?
CIRCLE THE MOST CORRECT ANSWER SOUTHERN SUBURBS …3
WESTERN SUBURBS …4
EASTERN SUBURBS …5
2. What main courses do you think a ROLLS …1
Vietnamese fastfood restaurant PANCAKES …2
RICE CAKES …3
SOUPS …4
VIETNAMESE SALADS …5
3. How much do you want to spend for a LESS THAN $5 FOR ONE COURSE …1
fastfood meal? $5- $7 FOR ONE COURSE …2
$7-$10 FOR ONE COURSE …3
CIRCLE THE MOST CORRECT ANSWER MORE THAN $10 FOR ONE PERSON …4
NEAR MY HOUSE …1
4. How do you choose a fastfood restaurant.
RECOMMENDED BY MY FRIENDS/FAMILY/COLLEAGUES …2
YOU CAN CIRCLE MORE THAN ONE ANSWERS.
ADVERTISING …3
PREVIOUS VISIT …4
NEAR MY WORK PLACE …5
OTHERS (PLEASE SPECIFY) …6
5. What do you think about current fastfood in Melbourne? Just say the number that best
describes your opinion.
CIRLE ONE NUMBER IN EACH ROW
DILICIOUS 7 6 5 4 3 2 TASTELESS
POPULAR 7 6 5 4 3 2 UNPOPULAR
EXPENSIVE 7 6 5 4 3 2 CHEAP
DIVERSE 7 6 5 4 3 2 INSUFFICIENT
GOOD SERVICE 7 6 5 5 3 2 POOR SERVICE
CLEAN 7 6 5 6 3 2 DIRTY
GOOD DESIGN 7 6 5 6 3 2 POOR DESIGN
6. Which of the following aspects are important to you when considering choosing a fastfood restaurant?
PLEASE CIRCLE THE NUMBER ON THE SCALE THAT BEST DESCRIBES YOUR OPIONION
VERY IMPORTANT NOT IMPORTANT AT ALL CAN'T SAY
PRICE 7 6 5 3 2 1 0
TASTE 7 6 5 3 2 1 0
FOOD DIVERSITY 7 6 5 3 2 1 0
SERVICE 7 6 5 3 2 1 0
CONVINIENCE 7 6 5 3 2 1 0
ATMOSPHERE 7 6 5 3 2 1 0
LOCATION 7 6 5 3 2 1 0
SANITARY 7 6 5 3 2 1 0
DELIVERY 7 6 5 3 2 1 0
DESIGN
PROMOTIONS 7 6 5 3 2 1 0
(VOUCHERS/ 7 6 5 3 2 1 0
DEALS)
53

54. 7. Who do you often go to eat with?
LESS THAN 1 2-3 TIMES
4-5 TIMES 5-7 TIMES MORE THAN 8
TIMES PER PER
PER MONTH PER MONTH TIMES PER MONTH
MONTH MONTH
Group of friends 1 2 3 4 5
Spouses 1 2 3 4 5
Alone 1 2 3 4 5
Business partners 1 2 3 4 5
Family members 1 2 3 4 5
8. Which one do you think is most suiltable for a VIET-ROLLS
Vietnamese fastfood restanrant specilaising in NANA
Vietnamese rolls?
CORIANDER
CIRCLE THE MOST CORRECT ANSWER WRAP AND ROLLS
9. Which tagline do you think is most Purify your taste
suitable with the brand name you have Think different, eat healthy
chosen?
Rolling a day
Your healthy meal, our mission
Others (Please specify)
10. What do you think that makes a fastfood restaurants different from the other ones?
…………………………………………………………………………………… ……………………………………………………………………………………………
…………………………………………………………………………………… ……………………………………………………………………………………………
…………………………………………………………………………………… ……………………………………………………………………………………………
11. What is your age range? PLEASE SPECIFY EXACTLY Under 18
18-25
25-40
54

55. LIST OF FIGURE
Figure 1: Influencer factors
Factors Very Important Not
important important
Price 68% 40% 0%
Taste 70% 25% 0%
Food 20% 45% 35%
Diversity
Service 50% 10% 40%
Healthiness 62% 25% 13%
Atmosphere 33,7% 58% 8,3%
Location 58% 33,7% 8,3%
Sanitary 58,3% 16.7% 25%
Delivery 59,3% 25,3% 15,4%
Design 16,7% 65,6% 16,7%
Vouchers/De 70% 8,3% 16,7%
als
Figure 2: expecting spending price
Factor Percentage
Less than $5 for 1 course 0%
$5-$7 for one course 17%
$7-$10 for one course 83%
More than $10 for one person 0%
55