Leading Digital Transformation with Data

Diverse Market Expansion Strategy fromTraditional Local Corporate to Multinational
WinnerPain Point of Traditional Food Corporate
Wastage and Ineffectiveness in Traditional Marketing Approach

Time wasting

Poor campaign
measurement

Very costly

Difficult to receive
consumers’ feedback

Little interaction
with audience

Resources Wastage and Ineffectiveness2

Looking Forward to A More Connected Food Industry
Digital Trend in the F&B Industry
Food and Beverage e-commerce revenue forecast
from 2016 -2020
30000
25000

F&B E-Commerce
Sales Growth +124.2%

25,889

Digital transformation become a solution
and trend for traditional brand to maintaintheir business under pandemic crisis by,

20000

1. Lowering R&D cost

15000

2. Improving long-term strategic plan

11,546

3. Maintaining market share under theincreasing competitive F&B industry

10000
5000

2016

2017

2018

2019

2020

2021

2022

Revenue in million U.S dollars
3

Data Source: Statista

Background
The Traditional Hong Kong-based Food Company Specializing in Manufacturing a
Wide Range of Chinese and Asian Sauces

Founded in 1888, LKK has expanded internationally with extensive productrange distributed in Hong Kong, China, APAC countries and other continents.
Instead of relying on conventional promotion channels, as a far-seeing foodcompany, our client wishes to leverage the data profession and capabilities ofVpon to expand their market share and maintain their competitive positioning
through digital transformation.

Objective + Strategy

To achieve the goal of regional market expansion

How could Lee Kum Kee effectively
reach and expand potential customers
to expand its cross-regional business5

Objective + Strategy
To achieve the goal of regional market expansion

How could Lee Kum Kee effectively
reach and expand potential customers
to expand its cross-regional businessX

Lee Kum Kee partnered with data expert Vpon Leveraging DATA

to develop DIVERSIFIED marketing strategy
in DIFFERENT MARKETS

6Distinctive Scenarios in Diverse Markets
Lee Kum Lee’s Differential Approach in Japan and Singapore Market

To Understand and identify
potential audience toincreasing brand awarenessand exposure in the market

Get the market to know
Lee Kum Kee!

7Regional
MarketExpansion

To expand market
penetration by acquiring
the new potential
audience group

Expand the market byacquiring MORE!

JapanMarket
Increase LKK’s brandawareness by launchingdata-centric audience

communication strategy

Acquiring the Potential New Target Audience
Leveraging Data to Identify Young Families to Broaden Audience Pool

Original Target

Retain40-60-year-old ladies with kids that are in middle or high school

New Target

AcquireYoung families with or without kids. Aged between 25 – 29,
being health-concerned and digital approachable after theoutbreak of COVID-19

Female proportion of “regular employee and staff” is in down trend after
their age at 25-29. Increasing young families form at wives aged at 25 – 29.
9Data Source: Ministry of Health, Labour and WelfareMarket Challenges while Tapping Into Different Countries
Japan Market

How to tap into Japan market?

New market with new TA
New products lack brand awareness in Japan market.
Vpon utilizes data to help LKK develop new market
and explore potential TA profile.

10

Low brand awareness

Goalhelp LKK tap intoJapan market

Reaching New Audience Group with Data
Analyzing Multidimensional Data to Map out Potential Audience Profile

Analyze

Audience ProfileExpand

Multidimensional
Data Analysis

Vpon’s Data Capability

Lookalike ModellingMarketInsight

Young families
Young couples

Potential
TA
Potential
TA

Potential
TA

Potential
TA

Potential MaleAudience11

Lookalike
Expansion

Lookalike
Expansion

Potential
TA

Potential
TAIncorporating Data Insight to Promote a Second Launch
Lee Kum Kee Customized a Series of Creative to Communicate with the Market

12

Incorporating ideas of families and young couples toresonate TA’s needs

No longer neglecting male TAs as potential audiencegroup of LKK

Highlighting the main features of LKK products, including“NO MSG”, “Tasty & Safe“, “Good Companions withWhite Rice”.

Launching “busy mama, busy papa in year-end” toalign with seasonal needs during new year celebration

Singapore
MarketExpanding market
penetration by acquiring
younger generation audiencevia dataMarket Challenges while Tapping Into Different Countries
Singapore Market

Traditional marketing no longer beeffective
LKK has owned a strong brand presence in Singapore
but relying on traditional marketing method may not
be able to reach the younger generation.

Evolve into digital environment
Via data analytics, Vpon helps LKK precisely reachand target younger potential audience.

14GoalEmbracing Campaign Data to Kickstart!
Vpon sort out audience previously engaged in Lee Kum Kee’s campaign
and leverages own proprietary DMP to analyze and map out audience profile

Clicked and not bounce

ADRe-targeting
engaged UUs

Excludeun-interested UUs

Seen but not clicked⚫ Re-targeting users who have ever clicked on related campaigns⚫ Excluding the UUs who have seen the ad for more than 3 times but not clicked15

Breaking the Barriers –Setting Lee Kum Kee’s New Potential TAMain Target

Primary Potential
Audience

Young Age Group

Health Enthusiasts

Foreign Expats

Audience’s age ranging
from 22-35, surprisingly
younger than assumed

Audiences who are
identified to be more
health-conscious

Plenty users interested
in LKK’s products are
non-locals

Putting on lower priority in this campaign
Second-tier Potential Audience

16Local &Migrants Chinese

Culinary
LoversModernParents

Lookalike Expansion
Leveraging Vpon Data Management Platform (DMP) to project the lookalike audience who shared
the similar DNA of the already engaged mobile users
Observe & Analyze
Leveraging Vpon DMP to observe anddefine the audience segment throughmulti-dimensional analysis

Potential
TA

Vpon DMP
LookalikeExpansion
HealthEnthusiasts

DigitalFootprints

Location

17AppDetection

Vpon
Segments

Potential
TAYoungGroup

Consumption
Behaviour

Potential
TA

Potential
TA

Potential
TA

Expand TA Pool
Campaign
Interest

ForeignExpats

Adopting Lookalike Modelling toidentify more potential TA onother audience segments

Data Activation
Based on data learnings to facilitate a more direct and relevant communication with potential
audience group

Diverse Ad Delivery

Expanding Platform Delivery
Mastering performance of targeted customers in each platform
to formulate strategies and maximize its effectiveness.
⚫ Vpon ADN⚫ Google Network⚫ Facebook⚫ Yahoo⚫ Others…

Adjusting ad content to fit in audience interest (e.g. “health-conscious”)
upon different TA to enhance impression and relevancy.

18

Flexible cross-platform application with network access by
keywords to use data as the basis for subsequent optimization.

Data Outcome

15s Video Ads
Completion rate
reachesMonthly Official website
visitors’ rateincreased by

300%

98%

Culinary
LoversModernParents

Increase in brand awarenessof younger TA groups,

Millennials & Gen-X

Recap
Data as the KEY to Accelerate
Effective Digital MarketingApproach

Data as the KEY to Accelerate
Effective Digital Marketing Approach
Leveraging data to achieve COST-EFFECTIVEand DIVERSIFIED marketing approach bybetter allocating budget and resources.

Mastering the Pulse ofData to Become aRegional Business Leader

Analyzing AUDIENCE INSIGHT to better
understand potential customer profile in various
markets and facilitate better communication.

USE and ACCUMULATION of data insight toresponse quickly to market variations andsustain regional business expansion.

21

Local Brand to a Multinational Winner!
Digital Transformation is the Inevitable Move!

Maximizing Data Value to Kick
Start Digital Transformation

Engaging with theMulticultural Market

Partnering with data expert like
Vpon and capability could also be
an alternative

Winning cross-cultural markets tofacilitate sustainable regional
expansion

Embracing the use of data instead of
conventional approach to kickstart or optimize
digital marketing strategies.

Creating a digital roadmap would be inevitable for
future development.
Developing customized marketing strategies andtackle diverse challenges across different markets.

For publishers
partnership@vpon.com
For advertisers
sales.global@vpon.com

For collaborationsmarketing@vpon.com
FacebookLinkedIn

www.vpon.com