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My Chu Xuan Truong Cooperative is a brand that specializes in producingMyChuinBacGiang, Vietnam. In this report, the team willinvestigateandanalyzeindetailthecurrentsituation and the My Gao Chu product of My Chu Xuan Truong Cooperative to create adirect marketing plan called “Within the threads of green silk - Pure Vietnamesewholesome meal”, with themessage“Noodlesmadefromricegrainsinthesilk-growingregionofLucNgan,BacGiang,willbringadeliciousandauthenticallyVietnameseflavortoyoureat-cleanmeal'(Trongngầnsợicướcsơnxanh-Thuần việt bữa ăn lành mạnh). Thisdigitalmarketingplanwillconsistofthreemainstages,whereineach stage, we will buildand developprimarykeyhooksone ectivedigitaladvertisingchannels:Socialplatform(Facebook);Onlinenewspapers;E-commerceplatform.

- MyChuXuanTruongCooperativeisoneofthemajorandreputablecooperativesintheproduction,distribution,andexportofMyChuinBacGiang,Vietnam(RegistrationonJuly1,2009),XuanTruongCooperativehasestablisheditselfwithamodernproductionfacility,importedtechnologyfromabroad,andthefusionoftraditionalcraftsmanshipandexpertise,skilledanddedicatedworkforce,andsystematictraining.

- Mission:ThemissionofXuanTruongCooperativeistopreserveandfurtherenhancethetraditionalvaluesofricenoodlemakingcraftandmaketheproductsmoreaccessibletoconsumersnationwide.Hence,MyChuXuanTruongCooperativewasestablishedbypassionateindividualswholovetheircraft,bringingtogethertheirexpertisetobuildthe'MyChuXuanTruong'brand(Ocopbacgiang.vn,2019).- Businessmilestones:Withover13yearsofexperienceinMyChu productionand

- Achievements:Currently,XuanTruongCooperative'sproductshavebeenexportedtofourcountriesandterritories,includingJapan,HongKong,Taiwan,andAustralia.

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Additionally,theyhaveanextensivenetworkofdistributorsandagentsthroughoutthecountry.XuanTruongCooperativeconsistentlymeetsthe4-starOCOP(OneCommuneOneProduct)standard,asrecognizedbythePeople'sCommitteeofBacGiangprovince.Theyhavealsobeenrecognizedasanexemplaryruralindustrialproduct(2019).Moreover,XuanTruongCooperativehasreceivedcommendationfromtheMinistryofIndustryandTradeofVietnamfortheirproductionfacilitiesandproductsmeeting100%foodsafetyandexportstandards(Txnghb.vn,2022).- Goals:Currently,XuanTruongCooperativeisstrivingtoimprovedaybydayby

- SWOT:+ Strengths:

<small>●</small> Diverseproductrange:From2009untilnow,XuanTruongCooperativehasdevelopedninedi erenttypesofproducts,includingtraditionalChũricenoodles,whitehotpotnoodles,five-colornoodles,etc.,withcontinuousimprovementsinpackaginganddesign(congthuong.vn,2022).

<small>●</small> Planforself-su ciencyinrawmaterials(establishingfarms)andcreatinganopenproductionmodelforvisitorstotourandexperiencethenoodle-makingprocessfirsthand(assharedandevaluatedbyDirectorNguyenTrungThanh).

<small>●</small> Widespreaddistribution:ProductsaredistributedtoJapan,HongKong,Taiwan,andAustralia.Additionally,theyareavailableonreputablee-commerceplatformssuchasShopee,Lazada,andBiggo.

<small>●</small> Implementationofnewfactoryconstructionprojects,expansion,andupgradingofproductionlines,proactivesourcingofrawmaterialsbyallocatingdedicatedlandforgrowingvariouscrops,tubers,andleavestoensureproductquality.

+ Weakness:

<small>●</small> RelativelyhighcostcomparedtoothersimilarChũnoodleproducts,rangingfrom30,000VNDto70,000VNDperproduct.

<small>●</small> Shortproductshelflifeduetotheabsenceofpreservatives.

<small>●</small> LackofadistinctBrandStory/BrandImagecomparedtootherricenoodlebrands(HTX)inthemarket.

+ Opportunities:

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<small>●</small> Increasingdemandforhealthyproductoptionstoaddresspost-pandemichealthconcerns,where32%ofconsumersintheAPACregionchoosetobuyproductswithclearlabelingindicatingtheirhealthiness.

<small>●</small> 32%ofconsumersintheAPACregionchoosetobuyhealthyproductswiththelabel.<small>●</small> Vietnamhas53million"digital"consumersbytheendof2021(reportcitedon

<small>●</small> SupportandpromotionforOCOPproductsspecificallyfromvariousgovernmentdepartmentsandagencies

+ Threats:

<small>●</small> Procurementmodel/channelsofthecooperative:Requiresresourceinvestmentinmonitoring/guidancetoensurequalityfromtheinitialproductionstagesofindividualhouseholds.

<small>●</small> Limiteddi erentiationamongcurrentricenoodlebrandsinthemarket.<small>●</small> Ensuringthequalityofproductionprocessestoenhancefoodsafety,ascommitted

- Product:InadditiontotraditionalwhiteChuricenoodles,cooperativealsousesvariousplants,leaves,andtuberssuchaswatermimosa,cashews,butterflypeaflowers,purpleyam,andturmerictocreatenoodleandvermicelliproductsthatarerichinfiberandlowinstarch,benefitingconsumers.MyChuXuanTruongCo-operativeo ersadiverserangeofproducts,includingtraditionalChuricenoodles,whitehotpotnoodles,colorfulnoodles,brownricenoodles,andmore,withpackagingdesignsfightingbeingdeveloped.Regardingfutureplans,DirectorNguyenTrungThanhstatedthatMyChuXuanTruongCooperativewillsoonintroduceproductssuchascaterpillarfungusandblackgojiberrynoodles,whichhavehighnutritionalvalue.Furthermore,therewillbeinstantnoodlestobettermeettheconvenience-orientedconsumertrend(congthuong.vn,2022).- Price:Duetothestrictadherencetoqualitystandardsateverystageofproduction,

+ Forexample,thespecial450gpackofMyChuXuanTruong ispricedat30,000VNDperpack(nongsanantam.vn)

+ Thebrownricenoodlesarepricedataround56,000VNDperbag(1kg)(vn.biggo.com).

+ ThevegetableChũnoodlesrangeinpricefrom65,000to70,000VNDper5-flavorpack(vn.biggo.com).

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- Promotion:HTXXuanTruongrunsadvertisingonGoogle'splatform.Whensearchingforthekeyword"MỳChũXuânTrường"approximately9,000resultsabouttheproductsandreviewswithanaverageratingof4.4starsappear.Additionally,informationaboutHTXXuânTrườngalsoappearsonvariousonlinenewsplatformsandreputablewebsitessuchasCôngThươngandVnBusiness.- Place:HTXMỳChũXuânTrường'sproductsareavailableindomesticsupermarkets

III.Digitalmarketingobjectives

- Communicationsgoals:

+ Increasebrandawarenessandenhancebrandreputation.

<small>●</small> SpreadtheculturalvaluesofBắcGiangprovinceandtheproduct'sstory.<small>●</small> Reinforce and disseminate the value of the product: a ordable and

<small>●</small> Change perceptions about eating clean: Eating clean doesn't requireimported ingredients like brown rice or oats; it can have a purelyVietnamese taste. In this context, partnering with HTX Mỳ Chũ XuânTrườngisasolution.

<small>●</small> Enhance customer engagementanddrivesalesvolume,promotingtheuseofcleannoodlestoincreaseproductrecognition.

- Communications objectives: Achieve specific KPIs of the digital marketingplan,including:

+ AchievespecificKPIsofthedigitalmarketingplan,including:+ Increasesocialmediafollowersby20%withinsixmonths.

+ Increase sales volume: E-commerce platform reaches 200 orders perday,achievingsalestargets.

+ Ensuremediacoverageinthethreemainpublications.<small>●</small> Onlinenews:

Averagereadership/reachofapproximately10,000readersperarticle.View count ofonlinearticlesrelatedtoHTXXuânTrườngMỳChũequaltoorhigherthana30%averageviewcountonthewebsite.

<small>●</small> Socialmediaplatform:Facebook

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Viral video reaches 10,000views(with80%videocompletionrateand90%ofviewerswatchingforatleast3seconds).

Challenge "7-Day EatCleanwithRiceNoodles":Generateinterestandengagement from 10,000 participants. Receive 100+ user-generatedcontent for the challenge. Each KOL/KOC post receives 2,000+interactions(likes,comments,shares).

<small>●</small> Eventactivities:Attractmorethan50participantsperday.

Targetmarket (Domesticconsumers)Womenaged25-55whooftencookathome.

+ Regularlycooking,showingacertainlevelofconcernforhealthissues.

+ Asiringtowardsahealthylifestyleanddietaryhabits.+ Proficientintechnologyandfrequentlyusingsocialmedia.

+ 75%ofMillennialsareenvironmentallyconscioustotheextent7

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+ Mostarewillingtopaymoreforenvironmentallyfriendlyproducts(Nielsen).

Criteria HungLoRiceNoodlesCooperative

Overview Businessregistration:2016 Established:2020

Above-averagecoveragenationwide

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Currentscale Medium-sized MediumResources SomepeopleinPhuThodonot

Theproductisstillnotreallydi erentanddiverse

- Productinsight:

+ GenYinVietnamhasdemonstratedagrowingconcernfortheirhealthanda strongcommitment to maintaining a healthy lifestyle. This heightened awareness hasresulted in a shift towards cleaner eating habits among these individuals. Theyprioritize consuming wholesome and nutritious foods, avoiding processed andunhealthyoptions.

+ However, adhering to an eat-clean diet can present certain challenges, especiallywhen it comestoincorporatingunfamiliarorexoticingredients.Forinstance,grains

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and other lesser-known foods often featuredineat-cleanmenuscanbedi culttodigest, leading to feelingsofdissatisfactionandfrustrationamongGenYindividualswhoarestrivingtomaintaintheirhealthyeatinghabits.

→ Toaddressthisissue,thereisaclearneedforaproductthatcaterstotheinformedandhealth-conscious Gen Y demographic in Vietnam. This productshouldserveasasuitablereplacement for the challenging foreign foods commonly found in eat-clean diets. Byo ering an alternative thatisbothhealthyandaccessible,thisproductcanalleviatethedi culties faced by Gen Y individuals and enable them to continue their pursuit of awholesomelifestyle.

- CampaignInsight:

+ Consumer demand: Taking a closer look at consumer demand, it is evident thatindividuals are increasingly conscious of the impact their dietary choices haveontheir overallwell-being.Thisheightenedawarenesshasledthemtoactivelyseekoutnutritious andhealth-promotingfoodoptionsthatalignwiththeirvaluesandcanseamlesslybeincorporatedintotheirdailymeals.Vietnamesecuisine, with its richand diverse culinary heritage, o ers a plethora of nutritious ingredients andtraditionaldishesthatarewell-suitedtomeettheseconsumerneeds.

+ Brand role: With low calorie content,nofat,andgoodstarch,noodlesaretheperfectchoiceforthosewhowanttoelevatetheVietnameseflavorintheireat-cleanmeals.→Therefore,itiscrucialforthesubstituteproducttofulfill various criteria that align withthepreferencesandrequirementsofconsumers.Firstandforemost,itshouldbeeasytoconsume, ensuringthatindividualscane ortlesslyintegrateitintotheirbusylifestyles.Moreover, the product must resonate with the unique Vietnamese palate, capturing theessence of local flavors and culinary traditions. This authenticity will be a key factor inappealingtothetargetaudienceandestablishingastrongbrandpresence.

Furthermore, the substitute product should prioritize health benefits, providingconsumers withanutritiousoptionthatcontributestotheiroverallwell-being.Byo eringa healthier alternative to the challenging foreign foodsineat-cleandiets,thisproductwillassist individuals in achieving their health goals without compromising on taste orsatisfaction. Lastly, it is essential for theproducttobelowincalories,allowingconsumersto manage their calorie intake e ectively while still enjoying a delicious and satisfyingmeal.

From the paddy fields in the Son Cuoc Lục Ngạn region, Xuân TrườngricenoodleswillbringfamiliarVietnameseflavorstoyoureat-cleanmenu.

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"Trongngầnsợicướcsơnxanh-ThuầnViệtbữaănlànhmạnh." ->Noodlesmadefromrice grains from the mountainous regionofLụcNgạn,BắcGiang,willbringadeliciousandpurelyVietnameseflavortoyoureat-cleanmeals.

- Duration: 1.5 months, from August 1, 2023, to September 15, 2023. The chosentimeframe aligns with the Vu Lan Festival, which is associated with vegetarianmeals. Eating vegetarian during the Vu Lan Festival expresses gratitude and filialpiety towards parents,bothlivinganddeceased.Itisanopportunitytowishforthehealth and peace of parents during their lifetime and liberation and blessings fortheirafterlife.Therefore,theVuLanseasonisanimportantoccasionfor people toshow respect totheirparents.Todothis,peopleshouldadoptavegetariandietasavoiding harm and accumulating merit for descendants and paying respects arehighlysignificantduringtheVuLanseason.

- Stages:

+ Stage1:TriggerstagefromAugust1toAugust10.

● Objective:Widelypromoteawarenessthatricenoodlescanbeusedforeatclean,leadingtothetransformationof"cleaneatingricenoodles"intoanewtrend.

● Implementation:

+ Stage2:EngagementstagefromAugust10toAugust30.

● Objective: Spread the story of Xuan Truong Rice NoodlesCooperative's rice noodle product and a rm the journey ofproducingdeliciousricegrains"WithinthestrandsofLụcNgạn-

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Pure Vietnamese forcleaneatingmeals"thathasbeen,is,andwillcontinue.

● Maincontent:Thevideotellsthejourneyofricenoodlesfrom theLụcNgạnregiontocustomers'cleaneatingmeals.

● Narrativeguidance:

The rice noodleproductionprocess,atXuanTruongRiceNoodlesCooperative,hasbeenongoing...

But fewpeopleknowthatbehindthatproductionprocessisastoryofajourney...

6.2.Detailedplan:a,Facebook

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ContentPillar Product,Brand,Lifestyle,Testimonials

Detail directionsforsolution

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the health, beauty, orlifestyleniche.- Have a significant reach(approximately 50,000 -100,000

- Influencers aged 25-35 inthe health, beauty, orlifestyleniche.

- Have a moderate reach(approximately 10,000 -50,000followers/platform).

beauty, or lifestyle niche with a smallreach (approximately 1,000 - 10,000followers/platform).

- Influencers aged 20-30 in the traveland exploration niche with a moderatereach (approximately 10,000 - 50,000followers/platform).

● AccessalargerandmoretargetedaudiencethroughInfluencers.● FeatureinvisualmediaandpromoteonFanpages.● MentionedinpressreleasesandpromotionsonFanpages.

● Free advertising of products/personal brands through Fanpages (The group will providedetailedagreementsuponrequest).

● Receivefullsupportandassistancefromtheresearchteam, not only during the collaborationperiodbutalsointhefuture.

Number ofbookings

● Relevancetoeat-clean.● Deepcultural

connectiontoBacGiang.● Naturalessenceof

● Sourceofinspiration.● Studentproject.● CulturalprojectinBac

Giang.● Naturalproducts

Thearticleabouttheculturalaspectintheevent"SơnCướcLụcNgạnRice":● BacGiangculturalproject.● Naturalproductssuitablefor

SEEDINGCOMMUNITY

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CONTENTPILLAR(Sẽ thêmdạngDiscussionnếu thấycầnthiết)

ProductEducation:BasicinformationabouttheproductandHTXMỳChũXuânTrườngsuchashistory,origin,ingredientcomposition,processingsteps,...ValueAdded:Articlesprovidingusefulinformationtoreaders-notnecessarilydirectlyrelatedtotheproduct.ValuePropositions:CorevaluesofXuânTrườngricenoodles,itsfunctions,benefits,uniquefeatures,anddi erentiationfromotherproductsinthemarket.

ValueAdded:Articlesprovidingusefulinformationtoreaders-notnecessarilydirectlyrelatedtotheproduct.ValuePropositions:CorevaluesofXuânTrườngricenoodles,itsfunctions,benefits,uniquefeatures,anddi erentiationfromotherproductsinthemarket.

ValuePropositions:CorevaluesofXuânTrườngricenoodleproduct,itsfunctions,benefits,uniquesellingpoints,anddi erentiationfromotherproductsinthemarket.

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Idea:-5thingsyoushouldknowbeforeembarkingonanEatCleandiet-Revealing5ricenoodlemenusthate ectivelyeliminateexcessfat-Thebenefitsofricenoodlesinahealthydiet-HowdidIsuccessfullyloseweight?-StrugglingwitheatingCleanproductsandthe"turningpoint"thatchangedmyEatCleanjourney...

-Experiencethe4-starOCOP-certifiedEatCleanRiceNoodleproduct.Whatmakesitdi erent?-3reasonswhyyoushouldtrytheEatCleanRiceNoodlesfromtheXuânTrườngRiceNoodlebrand.-RicenoodlesforEatClean-that'swhattheXuânTrườngRiceNoodlebrandwantstotellyou!.

PRnewspapers

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Criteria forchoosing apress

● Provideadditionalinformationthatalignswiththedirectionofthenewswebsite/newspage/fanpage.

● Appearonthefanpageofthedigitalmarketingcampaignthroughsharingarticles/gratitude.● ContributetothepromotionoflocalcultureandOCOPproductsunderthegovernment

● Receivefullsupportandassistancefromtheresearchteam,notonlylimitedtothecollaborationperiodbutalsointhefuture.

Number of

● Therulesandreasonstoparticipate(personalchallenge,enjoyableexperience,prizes,etc.)● Riceasapotential

alternativetoforeign-origineatcleanproducts● RiceasanOCOP

● Beautifulandcreativevideo

● Inspiringstorytellingaboutricenoodleproducts● Asourceofpridefor

● Excitingactivitiesthatcaptivatevisitors● Theinspirationbehindthe

exhibition● Informationaboutthe

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