INTRODUCE COMPANY'S OVERALL 1 MAROU OVERVIEW
Marou Faiseurs de Chocolat is an artisan chocolate manufacturer that produces "bean-to-bar" chocolate in Vietnam, founded by Vincent Mourou and Samuel Maruta in
2011 The current headquarters of Marou Faiseurs de Chocolate is located at 120/4 Street 13, Binh Chieu, Thu Duc District, Ho Chi Minh City
Founded in 2010, Marou Faiseurs de chocolat began exporting its products in 2012 Between 2016 and 2020, the company expanded its presence by opening two stores in Ho Chi Minh City (District 1 and District 2) and one store in Hanoi.
Marou Faiseurs de Chocolat not only sells chocolate bars but also hosts chocolate tasting classes led by experts Additionally, their cafés and retail shops—Maison Marou Saigon, Maison Marou Thao Dien, and Maison Marou Hanoi—feature an array of French-style cakes and beverages, all highlighting cacao powder as a key ingredient.
Marou Chocolate is dedicated to crafting world-class chocolate from Vietnamese cacao, prioritizing strong relationships, quality, and sustainability Their commitment to sustainability is integral to their mission and strategy, reflecting their belief that business leadership and environmental responsibility are interconnected Additionally, Marou aims to support Vietnamese cocoa farmers by providing stable employment and fostering long-term development.
SITUATION ANALYSIS
MARKET DEMOGRAPHICS
Marou initially focuses on a select group of expatriates residing in Vietnam As noted in a Nikkei interview, the co-founder highlighted that while Vietnamese people enjoy chocolate, they often perceive it more as a flavoring ingredient, typically used in desserts like cakes or Choco Pies.
Marou aims to transform the Vietnamese perception of chocolate enjoyment and has successfully increased its market presence in Vietnam in recent years Additionally, Mekong Capital has made a significant investment in the company.
Marou chocolate brand at the end of March 2021.
The unknown amount of funding will be used to assist Marou in reaching a new set of users: local customers
A recent survey by Kantar Worldpanel revealed that chocolate consumption in Vietnam doubled in the first half of 2014 compared to the same period in 2013, attracting 52,000 new customers and increasing average family consumption by 24% In rural areas, chocolate-flavored liquids, such as milk and cereals, saw a 47% growth, with an additional 675,000 customers purchasing chocolate products This trend has continued to rise, particularly during the social isolation period caused by the Covid pandemic.
Based on above statistics, the suburban and urban areas become one of the geographical sectors in which Marou hopes to increase its market share in the domestic market.
Marou caters to chocolate enthusiasts aged 18 to 65, focusing on individuals with stable incomes, Generation Z, and international tourists The following table provides a clearer overview of Marou's target audiences.
Male & Female Male & Female Male & Female
Middle to high income (>10 million VND/month)
Lower to Middle ( < 10 million VND/month )
Middle to high income (>15 million VND/month)
College/University College/University Varies
- Customers who are regular consumers find in
Marou’s chocolate some of the following benefits: delicious snack, energy booster, health protection,
Some foreign tourists buy Marou products as souvenirs Furthermore, every Marou’s product, from design to packaging, is ideal as a gift for Tet,
- Customers who are companies (restaurants, luxury hotels, cafes, bakeries) consider Marou’s products as a material for the production of a range of sweets or dishes in order to serve their consumers.
They usually use Google and social media (Instagram, Facebook… ) to get information or read e-newspaper on website like VnExpress,Vietcetera, Vietnamnet,
MARKET NEEDS
Vietnamese consumers are increasingly prioritizing nutrition, quality, hygiene, and food safety, leading to a growing preference for high-quality organic products with natural origins This shift towards health-conscious choices presents an opportunity for Marou to target a niche market for healthier dark chocolate options.
Elegant packaging design: In Vietnam, chocolate and confectionery products are often given as a gift on special occasions (like the
Lunar New Year or Valentine’s Day) This has led consumers to seek out products that have premium-style packaging or artisanal packaging.
Many consumers prefer imported chocolate confectionery due to its perceived better quality and oftentimes more elegant packaging.
MARKET TRENDS
With rising disposable incomes and the younger generation's increasing exposure to Western culture, the chocolate confectionery market is experiencing significant growth Today, chocolate serves as a meaningful gift for loved ones, friends, and corporate clients, particularly on special occasions.
Valentine, Christmas and new year A much wider choice of chocolate confectionery is now greatly visible in front of the cashiers
In Vietnam, the perceived quality of chocolate confectionery is heavily influenced by its packaging, with consumers often associating a premium appearance with superior quality As a result, many Vietnamese shoppers tend to favor imported chocolates, believing that their elegant packaging signifies better craftsmanship and taste.
MARKET GROWTH
Vietnamese chocolate has the potential to carve out a niche in the global market with its unique flavored cocoa, as the country enhances its chocolate production expertise Artisan chocolates made from Mekong Delta cocoa are sold in upscale food stores in cities like Tokyo, Hong Kong, and London, commanding prices up to eight times higher than supermarket chocolates In 2019, Vietnam's chocolate sales reached 3,137 tons, with a notable 8.135% increase in demand for processed chocolate compared to 2018 The cocoa segment generated $51.2 million in revenue in 2021, with an anticipated annual growth rate of 2.86% from 2021 to 2025 While chocolate is popular among the urban middle and upper class, it remains a luxury item relative to average income levels As demand for affordable products rises, the market for Vietnamese chocolate is poised for even more rapid growth than currently projected.
Marou chocolate stands out for its premium taste, attributed to its unique bean-to-bar technology and artisanal production methods Recognized as the world's first Vietnamese bean-to-bar chocolate, Marou earned the top ranking in 2018 by The Daqian Times.
Marou's packaging draws inspiration from the simplicity of leaves and cocoa beans, the essential elements of their chocolate Featuring a unique design and meticulously handcrafted details, Marou's packaging exudes beauty and a sense of luxury.
Marou is dedicated to producing clean cacao, ensuring that the ingredients in their chocolate bars meet strict standards Their dark chocolates contain no additional ingredients or flavors, focusing solely on the purity of the cacao.
Marou's distribution market in Vietnam is limited compared to competitors like Snickers, KitKat, and Ritter Sport, as their products are not widely available in supermarkets and convenience stores, which are the primary shopping locations for consumers.
Marou remains relatively unknown in Vietnam, as the country lacks a strong tradition of regular chocolate consumption outside of special occasions like Valentine's Day Consequently, Marou's advertising and marketing efforts are also limited, primarily focusing on social media platforms such as Facebook and Instagram.
A well-known Vietnamese start-up operates with a compact team of just 20 employees, highlighting its efficiency in managing tasks This small workforce stands in stark contrast to larger companies in Vietnam, particularly when compared to prominent chocolate brands like Marou.
SWOT ANALYSIS
The government is introducing policies to boost the growth of domestic products, highlighting their rising significance Consequently, there is a growing trend among Vietnamese consumers to buy local items, yielding positive outcomes With innovative branding and products tailored for Vietnamese shoppers, Marou has the opportunity to effectively engage and attract customers.
Marou is actively promoting an agroforestry project in Madagui, Lam Dong province, by intercropping cocoa with diverse tree species This initiative not only provides farmers with seedlings but also equips them with essential training in cocoa cultivation Through this project, Marou aims to raise environmental awareness among the Vietnamese community while enhancing its brand recognition across the region.
The pandemic has led to a significant labor shortage, putting Marou's economic stability at risk Human resources are essential for a company's success, and the lack of available workforce could adversely affect Marou's economy.
Vietnamese consumers are increasingly prioritizing healthy eating, opting for nutritious foods over chocolate confections due to concerns about weight gain and obesity associated with chocolate Additionally, the intrusion of saline water into cocoa-growing regions, especially in the Mekong Delta provinces, is significantly affecting Marou's cocoa production.
COMPETITION
- Direct competitors: Marou is now competing with a variety of foreign chocolate companies which have a larger market share and influence Mars Inc is the dominant chocolate confectionery in Vietnam, with
With a market share of 12.7%, they have gained significant recognition among customers through diverse advertising campaigns and an extensive range of product offerings.
M&M’s, Snickers Another competitor is Kit Kat chocolate bars, a product belonging to Nestle Inc.
With multiple options between flavor and ingredients included in the bar, Kit Kat has a more familiar position in terms of customer familiarity to brands
- Indirect competitor: besides chocolate bars,
Vietnam also has other biscuits/cookies/crackers and snacks with competitive and more affordable prices than Marou chocolates.
PRODUCT OFFERING
Until now, Chocolate Marou has offered 5 lines of product:
Marou's initial offering is Pure Chocolate, featuring dark chocolate products named after the six provinces of their origin Each product's cocoa flavor uniquely reflects the characteristics of the region's soil, showcasing the distinct tastes of these areas.
- The second product line of Marou is the Flavoured Chocolate is which brings a full experience of what the soil of a land can provide:
- Revenue & Profit: Increase the profit margin of each quarter through efficiency and return on economies of scale.
- Growth rate: increase the annual growth rate by one to two digits within three years.
Marou's Limited Series showcases exceptional cocoa varieties that possess unique flavors, making it essential to preserve their purity When Marou discovers such remarkable cocoa, blending it with other ingredients would be a disservice to its exquisite taste.
- The fourth product line of Marou which is called Maison Marou is a pretty new product of
Marou, exclusively available in Sai Gon, aims to connect the rich flavors of Vietnamese chocolate with unique tastes derived from the 65% cocoa cultivated in Ba Ria.
MAKETING STRATEGY
TARGET MARKET
The first main customers of Marou Chocolate are mainly foreign customers, especially Western customers with strong palates and an interest in bitter chocolate bars with a high cocoa percentage.
Therefore, at first Marou Chocolate was very focused and promoted the export However, in recent years, Marou has started to open up more to
Vietnamese customers Especially when the raging
Covid-19 epidemic made it impossible for international tourists to come to Vietnam, causing
Marou's revenue to drop, Marou still opened their stores and focused on local customers They now mainly focus on customers from the age of 20 to
55 that live in large cities such as Sai Gon, Ha Noi.
Financially independent customers with medium to high incomes often seek high-quality chocolates that also offer health benefits.
POSITIONING
Marou's success story is a unique journey rooted in a deep respect for authentic chocolate-making Unlike many chocolate companies that use pre-made chocolates to cut costs, Marou crafts its chocolate from cocoa beans sourced from Vietnam's fertile provinces The beans undergo a careful roasting process at low temperatures, resulting in a distinctive flavor profile Committed to purity, Marou's chocolates consist solely of dark chocolate with no additives, offering a rich, bitter taste balanced with a unique flavor combination that elevates them to "masterpiece" status The New York Times even featured Marou in an article titled "The Best Chocolate You've Never Tasted," highlighting its exceptional quality.
Marou is renowned not only for its "masterpiece" chocolate flavors but also for its distinctive, high-quality handcrafted packaging Each chocolate bar is meticulously packed by hand, reflecting a commitment to artistry and luxury This unique packaging design significantly contributes to Marou's success on the international stage, elevating the brand's appeal and showcasing its dedication to craftsmanship.
The "Lotus Chocolate" bar by Marou combines rich chocolate texture with innovative packaging, enhancing the brand's prestige The lotus flower, revered as a symbol of Vietnam's national spirit, adds a cultural depth that sets this chocolate apart from others By incorporating the essence of Vietnamese traditions, Marou creates a unique flavor experience The eye-catching packaging, adorned with lotus motifs, makes it an ideal gift for Tet holidays and a meaningful token of affection.
The comparison of cocoa content and pricing among four chocolate brands reveals that discerning consumers prioritize cocoa percentage as a key indicator of quality As health consciousness rises, many opt for chocolates with higher cocoa content and lower sugar levels for better health benefits Marou stands out with its superior cocoa percentage, though it is priced higher than its competitors In contrast, popular choices like M&M's attract consumers with their affordability and moderate cocoa content, making them appealing, especially to children, while brands like KitKat and Snickers offer a balance of quality and reasonable pricing.
Marou Lotus Chocolate 70% is a premium craft chocolate bar made from high-quality ingredients sourced entirely from Vietnam It features trinitario cocoa beans, a unique 18th-century blend of forastero type, combined with renowned lotus seeds from Dong Thap province The cocoa beans are harvested from various regions in southern Vietnam, including Tien Giang, Dong Nai, and Lam Dong, where the climate is ideal for cacao cultivation.
Introducing Marou Lotus Chocolate 70%, a unique product inspired by Vietnamese culture and crafted specifically for the Vietnamese people This exquisite chocolate bar combines the rich, bitter flavor of cocoa from the finest soils with the delicate taste of lotus seeds, creating a perfectly balanced treat As Marou's signature flavor, it embodies the essence of Vietnam's culinary heritage.
Marou Chocolate is renowned for its distinctive design and packaging, drawing inspiration from the beauty of leaves and cocoa beans, as well as cloud motifs that reflect Vietnam's folklore and tropical monsoon climate The simple yet unique designs are printed on hand-crafted paper by artisans in Cho Lon, using traditional silk-screening techniques in luxurious antique gold Each of the five product lines features its own packaging model, showcasing vibrant colors—yellow, red, blue, green, and purple—that represent the hues of cocoa beans Marou's elegant and high-quality handcrafted packaging not only stands out aesthetically but also emphasizes a commitment to environmental protection.
Inspired by the lotus flowers, a symbol of Vietnam's national spirit, Lotus Chocolate showcases a design that beautifully integrates lotus motifs and cloud textures This packaging not only highlights the unique lotus fragrance but also celebrates Vietnamese culture With its harmonious colors and delicate textures, Marou's chocolate bar exudes luxury and solemnity, making it an ideal gift for traditional occasions and holidays.
MISSIONS
Marou is dedicated to creating world-class chocolate from Vietnamese cacao while prioritizing strong relationships, quality, and sustainability Their commitment to sustainability is integral to their business strategy, as they believe that effective leadership in both business and environmental practices are interconnected Additionally, Marou aims to support Vietnamese cocoa farmers by providing them with stable employment and opportunities for long-term growth.
Marou initially focuses on a select group of foreign customers residing in Vietnam As noted in an interview with Nikkei, the co-founder highlighted that while Vietnamese people enjoy chocolate, they often perceive it more as a flavoring ingredient, typically used in desserts like cakes or Choco Pies.
In recent years, Marou has aimed to transform the Vietnamese perception of chocolate enjoyment while expanding its market presence in Vietnam Additionally, Mekong Capital has made a significant investment in the company.
Marou chocolate brand at the end of March 2021.
The unknown amount of funding will be used to assist Marou in reaching a new set of users: local customers
A recent survey by Kantar Worldpanel revealed that chocolate consumption in Vietnam doubled in the first half of 2014 compared to the same period in 2013, resulting in 52,000 new customers and a 24% increase in average consumption per household In rural areas, chocolate-flavored liquids, such as milk and cereals, saw a remarkable 47% growth, attracting an additional 675,000 customers This trend has continued to rise in recent years, particularly during the social isolation period prompted by the Covid pandemic.
Based on above statistics, the suburban and urban areas become one of the geographical sectors in which Marou hopes to increase its market share in the domestic market.
Marou caters to chocolate enthusiasts aged 18 to 65, targeting individuals with stable incomes, Generation Z, and international tourists The details of these target audiences are outlined in the table below.
Male & Female Male & Female Male & Female
Middle to high income (>10 million VND/month)
Lower to Middle ( < 10 million VND/month )
Middle to high income (>15 million VND/month)
College/University College/University Varies
- Customers who are regular consumers find in
Marou’s chocolate some of the following benefits: delicious snack, energy booster, health protection,
Some foreign tourists buy Marou products as souvenirs Furthermore, every Marou’s product, from design to packaging, is ideal as a gift for Tet,
- Customers who are companies (restaurants, luxury hotels, cafes, bakeries) consider Marou’s products as a material for the production of a range of sweets or dishes in order to serve their consumers.
They usually use Google and social media (Instagram, Facebook… ) to get information or read e-newspaper on website like VnExpress,Vietcetera, Vietnamnet,
In today's health-conscious Vietnam, consumers are increasingly prioritizing nutrition, quality, hygiene, and food safety, leading to a growing preference for high-quality organic products This shift in consumer behavior presents an opportunity for Marou to position itself in the niche market of healthier dark chocolate made from natural ingredients.
Elegant packaging design: In Vietnam, chocolate and confectionery products are often given as a gift on special occasions (like the
Lunar New Year or Valentine’s Day) This has led consumers to seek out products that have premium-style packaging or artisanal packaging.
Many consumers prefer imported chocolate confectionery due to its perceived better quality and oftentimes more elegant packaging
With rising disposable incomes and the younger generation's increasing exposure to Western culture, the chocolate confectionery market is experiencing significant growth Today, chocolate serves as a meaningful gift for loved ones, friends, and corporate clients, particularly on special occasions.
Valentine, Christmas and new year A much wider choice of chocolate confectionery is now greatly visible in front of the cashiers
In Vietnam, the perceived quality of chocolate confectionery is heavily influenced by packaging, with consumers favoring premium-looking designs As a result, many Vietnamese believe that imported chocolates are superior due to their elegant appearance, often prioritizing packaging over actual content.
Vietnamese chocolate has the potential to carve out a niche in the global market with its unique flavored cocoa The country is enhancing its chocolate production expertise, and artisan chocolates made from locally grown cocoa in the Mekong Delta are being sold in trendy food stores in cities like Tokyo, Hong Kong, and London at prices significantly higher than supermarket chocolates In 2019, Vietnam sold 3,137 tons of chocolate, with demand for processed chocolate increasing by 8.135% compared to 2018 The cocoa segment generated revenue of US$51.2 million in 2021, and the market is projected to grow annually by 2.86% from 2021 to 2025 While chocolate remains a luxury item for the urban middle and upper classes, the rising consumption of affordable products suggests that the market may experience even faster growth in the future.
Marou chocolate stands out for its premium taste, thanks to its unique bean-to-bar technology and artisanal production methods Recognized as the world's first Vietnamese bean-to-bar chocolate, Marou earned the top ranking from The Daqian Times in 2018.
Marou's packaging draws inspiration from the simplicity of nature, specifically leaves and cocoa beans, which are essential to their chocolate Featuring a unique design and high-quality handcrafted elements, Marou's packaging exudes beauty and luxury.
Marou is dedicated to producing clean cacao, ensuring that the ingredients in their chocolate bars meet strict standards Their dark chocolates contain no additional ingredients or flavors, highlighting the purity and quality of their cacao.
Marou faces a significant challenge in Vietnam, as its distribution network is limited compared to competitors like Snickers, KitKat, and Ritter Sport The brand's products are not widely available in supermarkets and convenience stores, which are the primary shopping venues for consumers seeking easy access to snacks.
Marou remains relatively unknown in Vietnam, as the country lacks a tradition of regular chocolate consumption outside of special occasions like Valentine's Day Consequently, Marou's marketing efforts have been minimal, primarily focusing on social media platforms such as Facebook and Instagram.
A prominent Vietnamese start-up operates with a compact team of just 20 employees, showcasing its efficiency in managing tasks This small workforce stands in stark contrast to larger companies in Vietnam, particularly notable brands like Marou, which typically have more extensive teams.
ACTION PLAN
Create a campaign for new product 10/11/2021- 20/11/2021
Choose and complete the packaging design and color for new Marou Chocolate product 20/11/2021- 30/11/2021
Complete website for product demonstration 25/11/2021- 20/12/202
Announcement of the upcoming launch of a new product of Marou 21/12/2021- 31/12/2012
Sending chocolate bars to dynamic KOLs to combine promotion for new product 21/12/2021 - 31/12/2021
Officially launching the new Marou products on
Promoting communication on social media with a minigame called “Moment with Marou”
Run advertisement Marou be your Soulmate on
Launching activation booths in shopping malls
Maintain business operations and maintain sales 07/2022 - 11/2022
Airing articles talk about products and an interview with the founder of Marou on
CONTROLS
MAJOR PRICING STRATEGY
In the 1990s, when Vietnam opened its doors to the global market, the chocolate industry was in its infancy, with many Vietnamese still unfamiliar with regular chocolate consumption Traditionally viewed as a special treat for occasions like Christmas, New Year's, and Valentine's Day, chocolate is gaining popularity as consumers become more informed about its health benefits This growing interest has led to the emergence of numerous domestic chocolate brands, reflecting a shift in Vietnamese tastes and preferences.
To address the increasing demand for chocolate among Vietnamese consumers, we recommend implementing value-based pricing This approach sets the product price according to the perceived value that customers associate with our offerings.
Our pricing strategy is designed to align with the average income of our three primary target audiences—businessmen and businesswomen, Generation Z, and tourists—while also considering competitor offerings and the pricing of similar products in the market.
OFFICIAL PRICE: 120.000 VND for the 80 gram bar / 60.000 VND for the 24 gram bar
When a product is first launched, we implement a premium pricing strategy, setting the price at 120,000 VND to maximize profits from customers willing to invest in it While sales volume may be limited initially, the profit margins remain substantial This approach also helps deter new competitors from entering the market quickly, allowing us to achieve our targeted profit levels efficiently.
In February 2022, we are offering exclusive pricing for consumers and businesses with partnership agreements to boost sales Customers who purchase chocolate in bulk during this promotional period will enjoy discounts, receive a membership card, and gain access to various benefits for future purchases.
PRICE ADJUSTMENT STRATEGY
Marou targets the high-end market with its premium products, which are priced higher than typical offerings As a result, distribution is limited to select outlets, including food and beverage service chains, restaurants, hotels, and online platforms The brand is collaborating with new distribution partners for this campaign to enhance its reach.
The Golden Lotus Lounge, available at airports nationwide, offers a luxurious retreat for business class travelers Guests can unwind in a serene environment while savoring a diverse selection of culinary delights, from savory dishes to exquisite desserts Notably, the signature lotus chocolate featured on the dessert counter has become a favorite among high-profile customers, enhancing their overall experience.
Pizza 4P's, a popular pizza chain with over 11 locations in the country's three largest cities, is renowned for its specialty in cheeses and highly-rated desserts Customers are particularly thrilled by the unique pairing of desserts with Lotus Chocolate products, creating an exciting culinary experience The chain's popularity attracts a large number of guests, ensuring that their delicious offerings are widely recognized and enjoyed.
Founded in 2012, An Nam Gourmet has grown to nearly 10 locations, primarily in bustling residential areas and major commercial centers of Ho Chi Minh City As a prominent and reputable supermarket chain, it attracts a significant number of customers, making it a well-known destination for purchasing lotus chocolate products among consumers.
Amanoi, a luxurious five-star hotel in Vietnam, offers guests an exquisite culinary experience featuring a diverse range of dishes and desserts To celebrate the launch of a new product line, Amanoi will present a special Valentine's Day menu that incorporates Chocolate Marou in various dishes, ensuring a memorable dining experience for all visitors.
Using both Traditional channel and Modern channel to distribute Lotus Chocolate.
5.4.1 ADVERTISING: CLIP ON SOCIAL MEDIA
Marou's promotion is aimed at customers aged 18 to
35 who have a strong interest and love for chocolate.
This ads is focused on promoting a new classic flavor
Lotus Chocolate is launching a captivating campaign for the Tet holiday and Valentine’s season from January to April, centered around the theme "Marou be your Soulmate." This initiative aims to engage audiences and achieve 500,000 views on YouTube and 5,000 reactions on Facebook, highlighting the brand's commitment to creating memorable connections during these festive occasions.
Tet is a cherished time for family reunions, yet many expats may find themselves feeling lonely and disconnected Marou steps in as a supportive companion during this holiday, bringing joy and warmth even in the absence of laughter As we embrace the spirit of togetherness, Marou’s chocolates ensure that no one has to feel alone, especially during the Valentine season.
Creating content about quality, values of bean-to-bar chocolate, brand future vision and journey to new product on Vietcetera pages Besides, sharing some
Marou chocolate dessert recipes that housewives can try at home with the participation of masterchef Luke
Deduct 10% of profits to contribute to the Vietnam vaccination fund in the hope of participating on disease prevention
Use Visual design tool to establish uniformity, specialization, and professional for new products on
Maison Marou and Marou Chocolate website.
Many companies are increasingly utilizing e-commerce platforms as effective communication channels We believe that with the right support and investment partnerships, our promotional strategy can be significantly enhanced By boosting advertising efforts on popular e-commerce sites like Shopee and Lazada, we can reach a broader audience and drive growth.
5.4.4.1 MINIGAME ON SOCIAL MEDIA (FACEBOOK): 03/01/2022 - 11/01/2022
OBJECTIVES CHOCOLATE LOVERS (Ho Chi Minh & Hanoi)
7000 people hear, know about Lotus Chocolate through the campaign
5000 chocolate lovers believe in Marou, the quality of the product and talk about it, share moments with Marou.
3000: make review, recommendation, gifts; follow fanpage and join the online minigame.
Hashtag: #MomentwithMarou #Maroubewithyou #LotusChocolate #beantobarchocolate
Participants must capture moments with their loved ones featuring Marou's chocolate and share these photos publicly on their Facebook profiles using a designated hashtag The post that garners the most interactions will receive a special gift from Marou.
To enhance brand awareness and gain insights into customer preferences, we plan to establish multiple product display booths in major shopping centers like Vincom Center and Aeon Mall These booths will feature engaging activities, including product trials and games, to attract both target and potential customers Scheduled to launch from March 15, 2022, to June 30, 2022, these activation booths will serve as a catalyst for revitalizing marketing efforts for Marou products following previous campaigns, coinciding with a period of stabilizing product deployment, advertising, and sales.
- Location: White Palace [ 108 Pham Van Dong street, Hiep Binh Chanh ward, Thu Duc, Ho Chi Minh city ]
- Ambassadors: Tang Thanh Ha & Khoai Lang Thang
- Tagline: Got Marou, got true chocolate
Increasing consumer awareness of Marou chocolate in Vietnam highlights the importance of handcrafted chocolate production and initiatives aimed at expanding the cocoa market to enhance farmers' incomes This exhibition serves as a platform for collaboration with restaurants, hotels, and resorts that align with Marou's development goals Attendees will have the chance to sample and fully experience the creation process of Marou's renowned chocolate bars, celebrated for their exceptional quality and distinct flavor.
The exhibition will feature two sections: classic products and new offerings, with the Lotus Chocolate prominently showcased in the latter Eye-catching banners will draw visitors' attention, and attendees will have the opportunity to sample the new chocolate flavor and participate in a hands-on chocolate packing experience This strategic approach is expected to help Marou achieve its goals and expand its market share in the future.
Name Characteristics matching with Marou’s brand images Followers on social media Content tactic
Renowned for her refined culinary taste, she has made a significant impact in the culinary world as a judge on MasterChef Season 2 and is the owner of several acclaimed restaurant chains.
- Value of bean-to-bar chocolate to her healthy diet and beauty plan
- Share how to taste chocolate in two ways “Chocolate is the confectionery to wine”:
Tradition: chocolate with Vietnamese teas and cakes
Classy: chocolate with fine wine (especially with vin rough, vin blanc…)
- Her choice for a chocolate gift set to family and partners on festive season
Travel vlogger, often shares many culinary cultures in the world, especially Vietnamese food In addition, he also has a large number of followers on his Youtube channel
Share his thoughts about experiencing the cocoa bean production process onVietnamese farms in the MekongDelta.
Create a campaign for new product 10/11/2021- 20/11/2021
Choose and complete the packaging design and color for new Marou Chocolate product 20/11/2021- 30/11/2021
Complete website for product demonstration 25/11/2021- 20/12/202
Announcement of the upcoming launch of a new product of Marou 21/12/2021- 31/12/2012
Sending chocolate bars to dynamic KOLs to combine promotion for new product 21/12/2021 - 31/12/2021
Officially launching the new Marou products on
Promoting communication on social media with a minigame called “Moment with Marou”
Run advertisement Marou be your Soulmate on
Launching activation booths in shopping malls
Maintain business operations and maintain sales 07/2022 - 11/2022
Airing articles talk about products and an interview with the founder of Marou on
We are implementing stringent control measures to monitor quality and customer service satisfaction closely This proactive approach enables us to swiftly address any emerging issues Additionally, we will track monthly sales by segment and channel, as well as monthly expenses, to identify any deviations from our strategic plan.
Website (updating and adding new product based on the available one) 10.000.000 VND
Advertisements (clip on social media) 80.000.000 VND
KOLs (Luke Nguyen, Tang Thanh Ha, Khoai lang Thang) 200.000.000 VND
Events (chocolate exhibition and activation booths) 500.000.000 VND
Cost incurred (crisis handling, support, keeping contact with closed press and media, ) 60.000.000 VND
Distribution channel (Airport Lounge, Pizza
4P’s, An Nam Gourmet, Amanoi) 300.000.000 VND
Agents Problem Possibility Affect Solution
Budget Lack of budget Medium High Estimate of expense incurred; contact early with partner to update prices
Budget overruns Low Low Planning and rational use of budget
2 Communication Customers and target audiences do not respond to the campaigns
Medium High Understand customer psychology and needs and making realistic plan
Clip “Marou be your soulmate” failed
3 Low Medium Has a professional crisis management team, has a detailed plan for the possible risks
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