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I. Executive Summary KitKat is a brand that is no longer strange to consumers around the world in general and to Vietnam in particular. Kit Kat stands out in the market in no small part thanks to their IMC campaigns. However, in order to constantly develop and be known to this brand by more people, Kit Kat always has to constantly innovate and create IMC campaigns that are suitable for the customer's market. This report was created to develop a marketing communication campaign to promote Kit Kat. First of all, the report will analyze the IMC situations that KitKat already has, the internal and external environment and evaluate this current communication structure. Currently, KitKat has been communicated on many platforms, such as advertising on TV, advertising on Youtube, promotions on the official Facebook page of Kit Kat Vietnam. Although the campaigns have quite good and attractive content, they are not really known by many people. Therefore, the next part of the report will talk about the new campaign. The new campaign is still based on the message as well as the slogan that made Kit Kat's name, but it will be more innovative, creating relaxation for everyone in the busy year- end days. Objectives, content as well as communication plans will also be discussed. Specifically, in this campaign, it will support the reality TV program that is very hot in Vietnam today, which is the program "Two days and one night", in addition to co- producing a music video with the singer. Famous artist Hieu Thu Hai, finally, the brand identity of Kit Kat will be hung at all bus stations in two big cities, Hanoi and Ho Chi Minh City. Finally, an estimated budget will also be provided along with the campaign's keets quar tracking tools.

II. IMC Situation Analysis

1. The current marketing strategy of Kit Kat 1.1. Target market To achieve certain achievements in business, building a suitable IMC campaign is extremely urgent for businesses in general and for Kit Kat in particular. Stemming from understanding psychology, customer needs are quality products with reasonable prices, besides in Vietnam, Kit Kat's target customers are mainly young people from 18 to 30 years old, Nestle launched the Kit Kat brand (Nestle, 2022). The application of market segmentation will help Kit Kat have a more comprehensive overview of the market and customer needs, and create potential opportunities to build suitable IMC

campaigns. And Kit Kat's target market here is Vietnam. Vietnam is a potential country in terms of business and product consumption, with economic growth in the context of the difficult pandemic, GDP growth is still 2.58% in 2021. Forecasts of prestigious international organizations are consistent. Vietnam has a high probability of recovery at 6% to 6.5% by 2022 (Bui and Ha, 2022). It can be said that this is a potential and worthy target market to exploit. 1.2. The current marketing strategy In Vietnam, Kit Kat's marketing strategy uses a lot of marketing tools and on many platforms. Typical campaigns that can be mentioned are those on the occasion of the Lunar New Year. Every year, KitKat launches a campaign on this occasion and most of those campaigns are usually very large and large-scale campaigns. To better understand Kit Kat's marketing campaign, a survey was created to examine the impact of Kit Kat's IMC campaigns as well as advertising and media on consumers. The survey was conducted on 41 people, mainly young people from 18 to 30 years old, with questions related to Kit Kat's advertising media. The three media selected for the survey are advertising, KitKat Vietnam's main Facebook page, and the Lunar New Year promotion.

Looking at the above data, it can be seen that the survey respondents are mainly young people from 18 to 25 years old, accounting for 92.7%. This is very true for the target customers of Kit Kat Vietnam. Up to two thirds are female and are currently students with 82.9%. When asked about Kit Kat products, up to 95.1% of respondents know this brand. It can be said that KitKat has become a familiar cake with Vietnamese youth and many people know it.

The ad included in the survey is Kit Kat's "Hard life" advertisement in Vietnam. The data shows that the frequency of seeing the ad by customers is not high, only on average, it is only seen about 2 to 3 times with 35.9%. Besides, the level of regular and very frequent vision is only about 15 to 17%. This is a pretty low number. This ad is quite easy to understand, so 35.9% of people understand the ad, and 28.2% of the total people understand the ad very well. The level of catching the trend of the ad is also quite high up to 38.5%. Perhaps because of that, it makes viewers impressed, as evidenced by the level of impression with viewers is 30.8%. And finally, after seeing the ad, 33.3% of people want to buy and 23.1% are very interested in buying. This is a rather high number compared to the general average.

Followed by questions related to KitKat's main Facebook page in Vietnam. The number of people who have seen it is quite high at 71.8% or 2 thirds of the

respondents. This is quite a high number, but there are not many people following this page, the number of people who do not follow up to more than half is 64.1%. And besides, the level of impression with the ads on the Facebook page is not high and is only 35.9% on average.

To further investigate the influence and customer reach of Kit Kat's current IMC campaigns, an incentive program was included in the question. This is a promotional program on the occasion of the Lunar New Year with the prize level up to a very high amount of gold. Although the prize is very large, the number of people who know about the program is quite low, only about 43.6% and even those who have never participated in the program are up to 71.8%. With such a high number of people who have never participated in the program, it can be seen that this IMC campaign of Kit Kat has not been really effective. However, after learning about the program, the number of people who want to buy the product has increased to 30.8% and the number of people who want to buy it is 23.1%

Finally, the data shows that viewers are most interested in "Hard life" ads. The number of people who voted for ads accounted for more than half that was 51.3%. Then there was the promotion and finally the facebook page. The explanation for this problem is because this ad is very trendy, especially suitable for young people. The number of people who want to buy and really want to buy Kit Kat is very high at 38.5% and 35.9%,

respectively. Besides, the number of people who want to recommend KitKat to everyone is quite high for the common ground and up to 41%. Thus, it can be seen that advertising content and promotional content are very attractive to viewers and players but have not really created coverage. There are still many people who are unaware of those media outlets of Kit Kat. KitKat needs to use more tools so that more people know and create trust and recognition from customers.

2. Internal environment 2.1. Human resource It can be said that human resources are one of the key factors affecting KitKat's IMC campaign. Human resources are a direct factor that makes up the company's IMC campaigns. Without abundant and experienced human resources, the company cannot create Integrated Marketing campaigns that attract users (Kitchen and Burgmann, 2010). Currently, for Kit Kat in particular and Nestle in general, the number of employees has reached 2194 (Nestle, 2020). This is neither a large nor a small number for the whole Nestle group, when divided by working brands like KitKat, it can be assessed in terms of quantity, KitKat is capable of building IMC campaigns. During the working process, on the side of Nestle Group, there are many remuneration and reward policies for all employees, including Kit Kat employees. Proof of that is that Nestle has been voted many times as a typical enterprise for employees (Thuc, 2020). It is evidence that shows that Kit Kat employees have a comfortable environment to devote themselves to all work including building IMC campaigns for the company. IMC is a strategic process that requires the cooperation and dedication of many people and only when they are motivated to work, they want to contribute to the company, can they do well (Kitchen and Burgmann, 2010). 2.2. Value system The value system factor is said to greatly affect IMC of KitKat in particular and Nestle in general. Specifically, for the media, Nestle has set out a principle that for all communication methods, the culture of the region and locality must be respected. Not only that, the IMC campaign is not allowed to communicate directly to children under the age of 6, and for children from 6 to 12 years old, they must meet nutritional requirements to be communicated (Nestle, 2022). It can be said that this is a huge influence on Kit Kat's IMC. All IMC campaigns must be based on and adhere to the principles and values that the company offers. It requires the IMC campaign team to

always pay attention and pay attention so as not to go against the company's value system.

3. External environment 3.1. Customer The external factor that directly affects Kit Kat's IMC campaign is the customer factor. The customer is the target audience, i.e. the person who buys and consumes the product. Customers are considered the most important position in any business, because products are created and promoted only for customers. Each Kit Kat IMC campaign is aimed at a different audience. For example, with the worldwide famous "Have a break, have a Kit Kat" campaign in cooperation with Google and Android, the target customers are people who work in the office, often have busy jobs and live together. concentrated in urban areas (Luong, 2013). In Vietnam, most recently, Kit Kat's "Relax with Khanh Vy" campaign is aimed at students who are studying for university exams, most of whom are nervous and stressed for an exam. such a large scale (KiKat Vietnam, 2022). Thus, it can be said that each different target customer will create a different IMC campaign. Not only that, it is the customer's evaluation that will be the direction to change Kit Kat's IMC in the future so that more people can know it. 3.2. Media Media plays an important role in a company's IMC campaign as it has the ability to make a company's products popular overnight or it can also smear them, in one go.. This is because the reach of the media is huge and so any content broadcast in any form of media can either positively or negatively affect the company depending on the type of information it contains. Choosing a good media to carry out the IMC campaign will be the turning point for a successful campaign. Kit Kat has done communication on many media such as on TV, Youtube name, on Facebook page, knowing which media is being most interested by customers is also an advantage.

III. Evaluation of Nestle Vietnam’s current communication mix

1. Social networks

KitKat's strategy to develop Social Media channels is not to build a channel to pull natural traffic, but to spend money on advertising tools such as Facebook ads, tikTok

ads to distribute information content to customers instead of customers find their own channels of KitKat. The advantage of this strategy is that it does not take long to develop a long-term channel, just use the ads tool at a certain time to distribute information to users. The most commonly used KitKat channels are Facebook, TikTok, Youtube.

Facebook:

Kitkat Viet Nam's Facebook fanpage currently has 224,000 likes and is the company's main channel whenever there is a new event that needs to be announced to customers. For example promotions, new products, public events, ...

Pros: The strength of facebook is that it is easy to reach many people because the number of users of this social network in Vietnam is extremely large. During the 2022 Lunar New Year campaign, KitKat used the Facebook channel to widen the reach and remind the target customers about the product.

Cons: The weakness of this channel is that the reach of the channel is currently very low, when the number of reactions of the posts only stops at 100 people/post. Therefore, the cost to run ads for this channel is quite large to reach many customers, so that the articles appear continuously on newsfeeds. The limitation of using Facebook ads is that it may not target the right target customers, causing few ad views, customers do not pay attention to the advertised content. In addition, the Facebook platform is currently in a state of saturation, so costs will certainly increase in the near future.

Tiktok:

This is a new communication channel that KitKat just started rolling out in August of this year. Currently the channel has 122k likes and more than 20 million views on the platform. This is an impressive number when the channel was only launched not too long ago. TikTok is an emerging social networking platform in the last 3 years, used by a lot of young people, Genz, this is also the Segmentation of KitKat.

Pros: TikTok is a very easy communication platform to help businesses reach customers when this application has a huge organic traffic by applying TikTok's video

recommendation algorithm to special users. It is this factor that helps the TikTok channel reach so many users. Videos that only need to conform to TikTok's standards such as: short, outstanding, and unique can get very high views thanks to the sharing of users with each other. The cost for the current development of the TikTok channel may be less than that of the Facebook fanpage, but it is extremely effective. In addition to building its own channel, KitKat also hires Kols and Kocs on the TikTok platform to make promotional videos for themselves. During the 2022 Lunar New Year campaign, KitKat created the Nghi DonTet hashtag, by reviewing KitKat bars with bright red packaging that matches the Tet holiday concept to increase brand awareness.

Cons: Because KitKat's strategy is not to build a channel with specific content to gain views, but to build a TikTok channel to specialize in running ads to reach users. This strategy means KitKat will always have to spend an amount of money every time a new video is released to reach users. The cost of renting Kols, Kocs is also a large amount of cost when not only renting 1 but many Kols to increase the coverage of KitKat during the Tet holiday. However, not all TikTok channels bring the desired effect.

Communication with the targeted market is a vital element of the strategy part. By the proper communication with the targeted segment and with the distribution channels better results and partnership can be buildup with agents or middle people.communication with the targeted segment and with the distribution channels better results and partnership can be buildup with agents or middle people.The retailers and other middle persons will be using push strategy by employing personal sale through the specialists sales persons. Further sales promotion activity like camp gathering and stall activity to actively communicate with the customers directly and bring their views and advises.By delivering messages through media and available communications resources, differentiation will be made between Kit Kat Nuts and the rivals' product.

In-store advertising

KitKat always focuses on Personal Selling at the company's product distribution stores. Because it is a snack product, the placement of products at the stall needs to be researched carefully, affecting the buying psychology of customers in the most

optimal way. According to David, 85% of customers do not intentionally buy KitKat when entering stores and supermarkets, but seeing the products on display and deciding to buy them shows the importance of packaging in sales. KitKat is always changing the packaging creatively to attract impromptu in-store shoppers. The packaging "with KitKat overcomes the subjects" is directed by the students because the packaging is creative, humorous, and brings positive energy after school.

Pros: Investing in packaging according to research really not only increases sales, but also increases brand awareness for KitKat. Because changing the packaging can adapt to current trends, attract new audiences, or can temporarily change the meaning of the product compared to the old packaging. The cost is low, so just adding small billboards at stores or changing the packaging helps KitKat have a very good communication effect.

Cons: However, changing the packaging design or introducing new billboards is not a strategy that can be implemented continuously. The color is the same as another brand's color. We all know that colors are extremely diverse in each tone. However, customers will not spend too much time distinguishing between different shades of color and they will often refer to the primary colors. Therefore, when changing the color of the packaging design, sometimes the changed color of your brand will be equated with the color of another brand. As a result, customers may not recognize the product because they are familiar with the old packaging colors or are confused among countless other brands.

According to Survey, KitKat's old IMC campaign has not been effective when the brand recognition indicators have not changed much, especially because most of the promotions are not widely known. The reason may come from the media content that has not really had a touch point for customers, and has not yet attracted attention. In addition, in recent years, KitKat has not really invested too much in Marketing in the Vietnamese market, so campaigns and small costs have not really aroused purchase decisions and customer interaction.

IV. Campaign Objectives

The general goal for this Imc strategy is that it will take 2-3 months of continuous campaign running to increase brand awareness in the market. This is because under

this strategy we focus on the product's message: "For a short time, have a KitKat". The purpose is to help KitKat customers reduce stress and enjoy break time when the work at the end of the year is increasing. In the first month, the company is expected to increase brand awareness through new campaigns: OOH, Sponsorship. In the following months, businesses will have to focus on expanding the customer market of the product that is to reach customers, so that more people know about the product by the planned IMC strategies, and secondly, connect with customers associated with programs sponsored by the company to widely promote, create new thinking with customers about current products. Next month will be the time to start implementing other promotional videos on social networking platforms to spread the brand to customers. The strength of this strategy for this product is to promote it online, get consumer feedback to improve the product then link to other communication channels. The final month of this strategy will determine if the IMC campaign is successful based on customer opinions and feedback, monthly business yes, percentage of customers (increasing or not).

"Relax..."

SMART

Specific: The goal of the IMC campaign is to increase brand awareness and coverage to customers to increase sales. During the two months of the campaign, sales are expected to increase by 30% over the same period last year and steadily increase by 10% in the following months. By implementing new ways of reaching customers and perfecting the weak points of the old IMC campaign.

Measurable: The company can fully measure the success of its goals through clearly announced revenue and engagement on social media platforms (views, likes, recommendations, hashtag).

Realistic : KitKat's orientation always wants to develop a youthful, creative and especially relaxing image of the brand in the eyes of consumers, consumers always have a positive energy when buying chocolate bars of the brand. KitKat: "Have a break, Have a KitKat". Campaign objectives and implementation methods are also completely consistent with the context as well as the initial orientation of the company.

Timebound: Complete the goal within 3 months. From the end of 2022 to the beginning of 2023

V. CONTENT

Key message: A feeling of "relaxation" for everyone after working hours to relieve exhaustion, or for children to relieve fatigue after school, is something Kitkat wishes to bring back as the year comes to a close and everyone is tired of having to accomplish year-end tasks.People will undoubtedly picture cakes with vivid red wrapping paper and a recognizable emblem when they hear the name KitKat. One of the most well- known chocolates in the world is KitKat. They are readily available almost everywhere in Japan. Since its introduction in Japan in 1973, this cake has expanded to more than 300 different tastes, including seasonal, regional, and limited-edition cakes.

The wrapping paper varies based on the various flavors. Kitkat may therefore be the solution to everyone's after-work headache. For instance, if people work in accounting, they must spend the entire day at a desk, tethered to a computer. At the end of the year, every company's bookkeeping is extremely busy during the final quarter of the year. People can take kitkat to feel less tired and relieve some weariness after a hard day. "Sit down and unwind when they are exhausted." (mean: trong lúc mỏi mệt, ngồi bệt thư giãn).

Big idea: The fundamental concept for this KitKat project is to create billboards in locations like bus stops or to erect substantial billboards on important thoroughfares.

Compared to other advertising spaces, a successful advertising sign does a significantly better job of communicating the company's information, imagery, slogans, or product images. Reach a big number of potential buyers who might just have seen business advertisements' images, they may have been impressed and purchased. The billboard may occasionally pique someone's inner desire. Let billboards bring business and gorgeous photos to the attention of potential buyers. Advertising on billboards has many advantages.

Businesses can provide complete information about services, products, business locations, phone numbers, etc with just one sign to draw in clients. Additionally, this is regarded as a component of corporate identification, the company's face serves as the standard for clients to consider and assess the level of professionalism, as well as being the determining factor for whether or not they cooperate with business organization.

For example, Baemin's marketing strategy has created "imprints'' in the hearts of customers. The marketing effort for the application on outdoor billboards is also very well received. In particular, BAEMIN has concurrently erected sizable billboards in Ho Chi Minh City and Hanoi neighborhoods. These signs have a straightforward design that matches the brand's color and the shipper's image in a BAEMIN consistency, but the content is unique and related with the particular name of each location (Le, 2020).

Image in District 3 "BAEMIN are in District 3, they just walked out and BAEMIN delivered well" In order to fully capitalize on the regional aspect of the food delivery business, BAEMIN concentrates on conquering each region, running promotions to draw in both shoppers and suppliers. This strategy takes full advantage of the market's local nature. In each region, sellers should swiftly seize market share. Following the "oil slick" effect, this

application began to "sand" in Ho Chi Minh City's central district. It then progressively blanketed the surrounding districts before spreading to the marketplaces in Hanoi and Da Nang, likewise according to the approach of district-based conquest (Nguyen, 2019).

As is evident, baemin will use billboards in each location after conducting customer research. This significantly raised baemin's income.

Outdoor billboards will be employed for Kitkat, which offers a variety of distinct flavors as well as red, the color of luck, in prominent locations where companies decide to carry out projects. It was the bus stop this time. Businesses want to integrate the work done when people are waiting for the bus with the billboard advertising more massage chairs from the Kitkat brand because buses mostly circulate on the road in Hanoi. Come to Kitkat right away to experience the "customer is king" feeling when they are sick of breathing in dust and waiting for the bus, their back hurts, their knees hurt, and their hands are numb.

In particular, there are currently 127 bus lines and branches operating out of 3, bus stops in Hanoi, with 361 of those having shelters, at a density of 1.1 points/km2. There are a total of 1,152 points in the inner city (90% of the inner city area is covered within 500 meters at a density of 3.8 points/km2). The average distance between stops is 630 meters. The only means of public transportation in Ho Chi Minh City is the inner- city bus, which is run by the city's department of transportation's Public Transport Management Center. Eight experimental bus routes were added to the city's present bus network in 2002, and it was gradually expanded throughout the neighboring provinces and districts to create a vast network. As of 2015, the city is maintaining approximately 136 bus routes, of which 105 are subsidized and 2786 vehicles are in service, after more than 14 years of inception and development (Bao an ninh, 2019).

Due to the fact that outdoor billboards are only a transitory form of communication for a business before returning to the buzz on social media and since they are quite expensive to produce, Kitkat will concentrate its advertising efforts on two major cities: Hanoi and Ho Chi Minh City. Therefore, it's feasible that placing billboards at bus

stations all throughout the nation in conjunction with special massage chairs may leave customers feeling more impressed and remembering the Kitkat brand more.

Kitkat will also secure kols reviews for outdoor billboards. Because they already have a specific number of followers and an audience, KOLs can help firms reach their target clients more efficiently than Google AdWords or Facebook Ads. For instance, beverage companies like Pepsi team up with KOLs like vocalists Isaac and Dong Nhi in advertising campaigns because the target market for the product is young people. As a result, a significant yield is guaranteed.

In addition, Kitkat will also pay newspapers to advertise the company's outdoor billboards. It is not only reviewed by kols. Particularly, the online market in Vietnam will host significant newspapers. Each good and service has its own brand on the market nowadays. Therefore, it is essential to provide comprehensive information about the product in order for buyers to make decisions with ease. The reviews are as follows. Hiring people to write product reviews is crucial if the business is huge and there are many products. A review is a comparison, contrast, or appraisal exercise. They facilitate brand comparisons between products increasing the brand's ability to compete in the market.

Customers today are sick of promotional billboards with monologues. They require emotive billboards that encourage interaction between businesses and consumers, fostering closeness and originality. The ability to comprehend and care for clients while putting them first has contributed to an increase in brand recognition. Gain a solid presence in the market and in clients' minds at the same time.

Customers will feel connected to companies through outdoor billboards, particularly Kitkat. While each company will develop differently, they will all ultimately succeed. A company's success depends on its ability to comprehend, pay attention to, and care about its consumers' feelings. Although Nestle is a powerful company in Vietnam, the Vietnamese public hasn't been exposed to many powerful messages from its subsidiaries, such as Kitkat. Kitkat decided to focus on outdoor billboards for this project as a result.

Video content:

In addition to promoting Kitkat's products, the video material will feature a rap song by Hieuthuhai. The rap song also contains the significance of the message Kitkat wants to spread to everyone at the end of the year. Hieuthuhai wants to let the audience know that kitkat will help everyone partly relieve their exhaustion because everyone is tired and occupied with work. When the year is almost done, everyone is exhausted, and work is quite busy. Kitkat helps everyone relax, which is interpreted to mean that people are allowing their bodies and minds to rest. This is an effective technique for controlling worry, stress, and responding to unpleasant feelings. Therefore, when making the decision for this marketing campaign, Kitkat also considered those who had come before and succeeded in using outdoor billboards, with only simple slogans, expressing gratitude to customers who had previously been with me. This had an impact on the customers' minds and made them feel respected and carefully served by the company.

6. MEDIA PLAN

The cast of the well-known Korean reality TV program 2 days 1 night has officially "docked" in Vietnam, including Truong Giang, Kieu Minh Tuan, Ngo Kien Huy, Le Duong Bao Lam, Cris Phan, and HIEUTHHUHAI. The movie 2 Days 1 Night offered the audience a fresh viewpoint, lots of entertaining components, and especially distinct traits not present in the Korean original (Le, 2022).

2 Days 1 Night has transformed from "doubts about a reality program being Vietnameseized" to an incredibly alluring "spiritual meal" for the viewers on the weekends. The draw of 2 Days 1 Night must also be noted because this Vietnameseization program is presently hosting a forest of entertainment programs with all genres from dating to talent shows to confiding, and they have all "burst out like mushrooms" in recent years. Not to mention the huge transformation of beauty pageants into reality TV genres (Le, 2022).

In this case, Kitkat wishes to sponsor the same show with the same cast for two days and one night in order to promote the brand, spread the word, and cover Vietnam. The

show currently receives a lot of audience involvement following transmission because it is regarded as a stress-relieving program every weekend. "When people are tired, sit back and relax," advises Kitkat. A chocolate bar is also recommended to save the stomach during the demanding filming period and to prevent hypoglycemia due to the lack of sweetness. The audience strongly applauded the latest program, which is currently airing in Vietnam, as can be seen. Kitkat decided to sponsor the two-day, one-night program and promote it commercially when the show was televised, their brand was incorporated into it.

Every Sunday, the show is broadcast on YouTube. Everyone is aware that the second- largest search engine after Google Search is YouTube, a free video sharing website. Regarding the significant influence of YouTube on Vietnam in particular and the rest of the world generally, it is important to note that this application has no age restrictions, anybody can watch and use it as needed. Given the popularity of the artists and the online community, it makes perfect sense to use the program to promote the KitKat brand during the two-day, one-night event.

Additionally, it is possible to mix adverts on this program's Facebook fan page. The most popular social networking site in the world in terms of downloads and users is Facebook. The purpose of Facebook's creation was to bring people together globally. With this application, you can entirely connect online with thousands of new acquaintances from all around the world. Additionally, Kitkat uses this strategy to tell customers that every product has a deeper meaning.

The name "KitKat" is akin to the uplifting Japanese phrase for "Success / triumph." Due to the shape of Kitkat, it is simple to cut in half, hence people frequently give split Kitkat bars to one another as gifts. Due to the shape of Kitkat, it is simple to cut in half, hence people frequently give split Kitkat bars to one another as gifts. Additionally, candy is a sweet and versatile present that can be given to friends, coworkers, or extended family on special occasions like holidays, Tet, or to parents. Because there are so many flavors to pick from and people won't get bored at all, give it to people before every exam (Nestle, 2019).

Hieuthuhai is a well-known rapper right now, therefore Kitkat will continue to support him in order for him to advertise the brand on his tik tok channel in order to spread the word about it more broadly. Anyone can find, produce, and share the material they love on TikTok, a place where culture is honored and unrestricted creativity is nourished. When more than 1 billion users visit TikTok each month to be entertained, joyfully shared, and educated, the year 2021 will go down in history as a significant turning point.

One of the main actors in the cast of the wildly successful former program 2 Days 1 Night is HIEUTHUHAI. Due to his charisma and sweetness as the "youngest brother" in the program, the rapper received a lot of love from the crowd. He also says things like, "sometimes humorous, sometimes not," but he's always honest and straightforward, which makes the audience and members adore him even more. Kitkat therefore wishes to exclusively work with hieuthuhai on this marketing effort, especially at the end of the year, spreading the brand's message to office workers, students, and students with disorganized homework. Every person who has "deadline deadlines" has worked arduously for a whole year to produce outcomes that are well earned. As the fourth quarter of 2022 draws to a close, kitkat helps everyone unwind after a long and strenuous day at school.

As customers can see, every family considers kitkat luck for the next exam for every university entrance exam in Japan. In Vietnam, the university test was held in 2020, and Kitkat and Khanh Vy were coupled with the instruction: Candidates stretch and unwind with Kitkat and Khanh Vy! At the time, this advertisement generated a lot of buzz and significant money for Kitkat Vietnam.

With this marketing effort, Kitkat partnered with the well-known rapper, who has a dashing and appealing appearance, to spread the message that it's time to unwind with Kit Kat and forget about the strain of the next year the message that Kit Kat wants to get across, works hard, pays attention to customer wishes, and symbolizes good fortune for each new day. Kitkat aims to evoke the desire to rapidly forget the weariness after a protracted period of working for 10 hours every day. Every day, they should put all of their work away and indulge in a chocolate bar. The production and activity of stress hormones have been demonstrated to be affected by consuming 40g

of dark chocolate (74% cocoa) every day for two weeks. 40g of chocolate dramatically lowered the levels of the stress hormones in the group of participants with high levels of stress, and they felt less apprehensive after eating chocolate.

Digital marketing, which also encompasses online digital communication operations, includes social media. Network communication carries over the fastest communication speed of digital marketing while also enabling direct consumer interaction (feedback, online reviews), which raises customer trust indirectly pique the interest of the target market in the product. Kitkat will approach customers more directly if it uses well- known apps to promote brands and deliver messaging (Nestle, 2020).

Because it reaches all audiences, social media is steadily overtaking other forms of communication in popularity. Through search history, chats, conversations, and other data, popular social networking sites like Facebook, Youtube, Tiktok, etc. use their own algorithms to present suggestions that are most relevant to users' requirements. Brands have the chance to frequently appear on the Internet, project a particular identity, adhere to a marketing strategy, and remind customers of the goods and services the brand provides.

7. Budget Plan

The table below is a budget for 1-2 months running Kit Kat's campaign. We estimate the total cost of the campaign to be 3 billion 9 VND, including estimated costs. First of all, the cost for us to advertise the bus stop in the market is 500 million, of which 200 million is the budget for the location in Hanoi and 300 million is for the bus station in Ho Chi Minh City, which is busier. Next, the cost of running Ads on FB and Youtube will be calculated as 500 million. Besides, TVC promotional video has also been carefully calculated based on many factors such as: production crew, filming equipment, actors, filming time, etc. Specifically, Production cost (accounting for about 80% of the cost). ) is 300 million, and 10-20% of the remaining cost is: context, character creation, props, ... is 100 million. In addition, the budget to invite the second KOL Hieu to PR products and create trends on tik tok will be 500 million. The sponsorship for the very famous program in Vietnam "2 days 1 night" is of high interest, the cost to be paid is 800 million. In addition, the promotion of buy 1 get 1 free in the

following months will be estimated at 600 million. Our personnel will pay the total cost of about 400 million. In the end, the estimated cost was calculated at 200 million to prevent minor problems.

Number Item category Cost

1 Labor costs 400,000,000 VND

2 Promotion cost 600,000,000 VND

3 Billboards at bus stops (OHH) 500,000,000 VND

4 Sponsor for the program "2 days 1 night"

800,000,000 VND

5 Run ads on FB and Youtube 500,000,000 VND

6 Video recording costs 400,000,000 VND

7 influencers/KOLs 500,000,000 VND

8 Provision cost 200,000,000 VND

8. Evaluation & Control

The campaign will rely largely on social media sources. One of the marketing metrics worth noting and needing to focus on is analyzing the source of information and how to direct other netizens to such information, focusing time and money on these