The paper is lacking an executive summary. Based on the below informtion, write an executive summary for me. Be concise and straight to the point. This section should provide a clear and concise summary of the full report. It should provide the project background, the main objectives and research questions, the research design, and the key findings and recommendations to the project client.

Suggested word limit: 250 words. The information: "Bài đang được format trên máy t gồi mà t update lên đây để mn tiện theo dõi nhé ạ
I.                 Executive Summary


II.             Recap of Assignment 1 Content
1.    Business situation brief
Baby Steps (BS), specializing in goat milk formula for toddlers and juniors, is a B2C dairy company established in 1984 in New Zealand and is part of NIG Nutritionals Limited which holds the core values of health, nutrition, and quality (Baby Steps n.d.). Baby Steps ensures safety and quality for babies through products designed to be gentle on delicate stomachs, minimizing discomfort and promoting overall well-being. In Vietnam, since 2019, the products are imported and distributed exclusively by Forever Vietnam Company (Forever Vietnam n.d.), which employs both online and offline channels for marketing activities, including promotions, product information, and reviews from influencers and KOL/KOC.
Regarding the infant formula market in Vietnam, it is anticipated to reach $1.4 billion by 2024, driven by urbanization, rising disposable incomes, and increasing parental health consciousness (Euromonitor 2023). Although still far behind the dominance of cow formula, goat milk formula is gradually gaining traction because of its perceived health benefits, such as easier digestion and reduced allergy risks. On the other hand, insufficient marketing efforts have kept BS’ awareness low in the Vietnamese market even after 5 years, leading to slow growth compared to the market potential and business capabilities. Therefore, the question is raised as to how BS should communicate with its Vietnamese target market in the most effective way to engage individuals, pique their interest, and cultivate a desire for Baby Steps' products.
Management Decision Problem: BS has low brand awareness among Vietnamese customers. To reach its target customers, BBS needs to determine the most effective marketing communication strategy to attract target customers, retain them, and increase brand awareness.
2.    Background Information
a.      Market trend
The dairy industry is crucial in the food sector. Even when other industries struggle in Vietnam's economy, dairy businesses continue to grow steadily (VIRAC 2023). Over the three years starting from 2021, the revenue of baby milk and infant formula increased by 0.35 billion USD, reaching 2.11 billion USD in 2024 (Statista 2024). The dairy industry is expected to continue its significant expansion, projected to reach 2.50 billion USD by 2027 (Statista 2023). These statistics illustrate the potential of the dairy market in Vietnam, indicating a positive trajectory for growth and investment opportunities in the sector.

Figure 1: Revenue of Baby Milk & Infant Formula in Vietnam 2018-2028 (Statista 2023)

b.     Consumer behavior trend
·         Preference for healthy and premium products:
75% of parents prefer international brands with established global reputations (Interesse 2023). As customers become increasingly aware of the quality of products they purchase for their children and prioritize selecting the best products, a trend towards premiumization emerges, incorporating both quality and pricing considerations. Recognizing this trend among parents, Baby Steps positions itself as a brand focused on high-quality, nutritious formulas to meet the demand for premium products for children.
·         Online shopping convenience:
Statistics show that up to 61% of online shoppers use e-commerce platforms (Vu 2024). Aware of the growing trend of online shopping, Forever VN provides a convenient shopping experience for Baby Steps products on e-commerce platforms, allowing customers to purchase products comfortably from their homes.
c.      Strategic direction (Differentiation)


Figure 2: Differentiation strategy of NIG Nutritionals

d.     Competitive landscape (Positioning)

Figure 3: Baby Steps’ positioning map

Numerous national and international brands, including Vinamilk, Nutifood, and Abbott Nutrition, have competed fiercely with Baby Steps in the Vietnamese baby milk market. To evaluate Baby Steps' advantages over its rivals, a positioning map is constructed based on the cost and scope of the product line. In sum, Baby Steps distinguishes itself from other brands by being a high-end goat milk brand with premium prices, focusing on developing limited product lines, and avoiding the massification of products.
e.      SWOT analysis

Figure 4: Baby Steps's overall SWOT analysis

f.        Research problem statement
This research aims to explore the Vietnamese target customer’s motivations, purchasing behavior, and brand perceptions to develop a targeted marketing strategy for BBS that boosts brand awareness and purchase consideration in Vietnam.
g.      Unit of analysis
Parents aged 25 to 40, who have infants and toddlers and a monthly income of 35,000,000 VND or more, reside in major cities like Hanoi and Ho Chi Minh City and possess extensive experience and knowledge in purchasing baby milk formulas. Independent factors, including segmentation, customer perceptions, behaviors, and aspects influencing purchasing decisions, might help BS gain a deep understanding of their target customers' demands and purchasing patterns. Since BS positions itself in the premium-priced milk formula market, specializing in organic goat milk product lines from New Zealand, this might be the guideline in identifying the most effective marketing channels and strategies for raising BS' brand awareness among Vietnamese parents.
h.     Research objectives
Research Objectives
Research Questions
Objective 1: To identify primary Vietnamese target audience segments for Baby Steps
1. What are the geo-demographic characteristics of customers most likely to consider premium baby formula?
2. What are customers’ media consumption habits (eg., channels, frequency) in accessing baby product information?
Objective 2: To explore parents’ needs and priorities in baby formula selection, focusing on how Baby Steps' goat milk formula can address those needs
1. What are customers' perceptions and attitudes of infant formula and its impact on their children's development?
2. What are the customers’ top concerns when choosing baby formula?
3. To what extent do brand reputation, certifications, and quality control measures influence customers' perception of product quality?
4. To what extent do customers’ purchasing decisions for baby formula reflect their values regarding the brand's CSR?
Objective 3: To analyze the steps parents go through when deciding on baby formula, identifying key touchpoints and influencing factors at each stage
1. What are the most common reasons customers switch to new formula products?
2. What information sources do customers consider when searching for baby formula?
 3. What criteria do customers use to evaluate different formula brands (e.g., price points, product features)?
4. What types of promotions are most effective in influencing parents' purchase decisions?
5. Which channels do customers prefer to buy infant formula?
 6. What barriers prevent customers from making final purchasing decisions?
Objective 4: To assess the current Baby Steps’ brand awareness and perception of customers compared to its competitors
1. To what extent are customers familiar with the Baby Steps brand?
2. What are their initial impressions of Baby Steps upon encountering the brand?
3. What attributes, benefits, or attitudes do customers associate with Baby Steps?
4. What are the relative perceptions of value for Baby Steps compared to other premium baby formula brands among customers?

 Table 1: Research Objective and Research Question
III.                 Research Design
1.    Research Design
Objective
Nature of Research
Source of Data
Type of Data
(1) To identify the primary target audience segments for BS
Descriptive
Primary
Secondary
Quantitative
(2) To explore parents’ needs and priorities in baby formula selection, focusing on how BS's goat milk formula can address those needs
Exploratory
Primary
Quantitative
Qualitative
(3) To analyze the steps parents go through when deciding on a baby formula, identifying key touchpoints and influencing factors at each stage
Descriptive
Primary
Secondary
Quantitative
(4) To assess the current BS’s brand awareness and perception of customers compared to its competitors
Exploratory
Primary
Secondary
Qualitative

 Table 2: Research Design for each objective
To create a research design suitable for BS, a combination of descriptive and exploratory research methodologies is used. This strategy was carefully designed to correspond with the previously defined complex objectives.
 
Objective 1:
Descriptive research is ideal for identifying and categorizing characteristics of a population or market segment, and for identifying the ideal customers for BS. It assists BS in gaining a deeper understanding of their target audience's characteristics.
Data sources include both primary and secondary sources. For example, existing reports on the Vietnamese baby formula market can provide insights into the demographics and psychographics of typical premium baby formula customers. Additionally, data on birth rates, income levels, and regional variations in Vietnam from government statistics can aid in identifying potential target segments. Regarding primary sources, they enable the gathering of information directly relevant to BS's target audience and their individual needs, revealing deeper motives and decision-making elements that secondary data may not capture. Using easily available secondary data to build a baseline understanding, followed by targeted primary data collection, helps gain deeper insights into BS’s unique target audience segments in the Vietnamese market.
Quantitative data used to determine target audience segments often involves analyzing the demographics and psychographics of potential customers. This helps establish measurable features that characterize potential client categories for BS.
 
Objective 2:
The second objective is exploratory, aiming to better understand parents' needs and objectives when selecting infant formula, and how BS’s product fits into that picture. It seeks to gain insight into the current situation and the interaction between needs and the product to identify potential aspects that may not be immediately evident.
Primary data is critical for completely understanding Vietnamese parents' individual needs and priorities when selecting infant formula, as well as how BS can effectively meet those demands.
Objective 2 primarily relies on qualitative data to gain a thorough understanding of parents' requirements, priorities, and decision-making processes when selecting infant formula. This can be supplemented with quantitative data to provide a starting point or further context.
 
Objective 3:
Objective 3 is descriptive, as it seeks to characterize the current actions parents take when selecting a formula, including the instances at which they encounter information. This creates a picture of the present decision-making process and provides useful descriptive data.
A blend of secondary and primary data sources is used. Secondary data is especially useful in understanding the overall journey because existing research and industry publications on the baby formula decision-making process and consumer behavior in the Vietnamese baby care market can provide insights into potential information sources that parents consult when making formula choices. Primary data refines and deepens the understanding of BS’s target audience's decision-making process, including the intricacies of information gathering and the elements most relevant at each stage. Combining secondary and primary data helps BBS gain a more thorough view of the decision-making process that parents in Vietnam go through when selecting baby formula.
Quantitative data indicates prospective information sources that parents check (e.g., websites, social media), which can be quantified, demonstrating the prevalence of specific steps (e.g., researching online, consulting doctors, comparing brands). This assists BS in understanding the overall journey.
 
Objective 4:
Objective 4 involves exploratory research, aiming to understand current brand awareness and perception. This involves investigating the current level of brand awareness and perception Vietnamese parents have of BS compared to its competitors, allowing BS to understand its current market position.
A combination of secondary and primary data will be employed. Market research reports include information on brand awareness and the perception of various competitors, establishing a baseline for BS's current position. Besides, primary data is critical because BS requires more detailed information about customer awareness and perception of its competitors and the brand itself.
There is unlikely to be any prior in-depth research on how customers view BS and its competitors, so qualitative data collection approaches are most suited for BS.
2.    Data Collection
Research Objective
Data Collection Methods
Communication Techniques
(1) To identify the primary target audience segments for BS
Secondary Data
Survey
Online
(2) To explore parents’ needs and priorities in baby formula selection, focusing on how BS's goat milk formula can address those needs
Survey
In-depth Interview
Online
Face-to-Face
(3) To analyze the steps parents go through when deciding on a baby formula, identifying key touchpoints and influencing factors at each stage
Secondary Data
Survey
Online
(4) To assess the current BS’s brand awareness and perception of customers compared to its competitors
Secondary Data
Survey
In-depth Interview
Online
Face-to-Face

Table 3: Data collection methods and technique 
For objectives (1) and (3), the data collection methods involve online surveys and external data gathering, aimed at mapping the market and understanding consumer behavior. These methods are chosen for their efficiency and broad reach. Communication for these objectives is primarily online, leveraging the convenience and accessibility of digital platforms to engage a diverse participant pool.
In contrast, objectives (2) and (4) combine online surveys with offline in-depth interviews and external data collection. This hybrid approach allows for a more nuanced understanding of consumer preferences and brand perception. Communication techniques for these objectives include emails, social media, live video calls, and face-to-face meetings. This ensures a personal and interactive data collection process that can adapt to participants’ preferences and schedules.
3.    Sampling Plan and Method
a.      Sampling Plan
According to data from Vietnam’s General Statistics Office in 2024, the total populations of Ho Chi Minh City (HCMC) and Hanoi are approximately 9.3 million and 8.5 million individuals, respectively. In HCMC, the urban population accounts for about 7.2 million, while Hanoi’s urban population is around 4.1 million (IBID nd). Additionally, HCMC’s demographic aged between 18 and 49 years totals nearly 4.8 million (HCMC’s Population & Family Planning Division 2023). Prior statistics indicate that 15% of households in Vietnam earn a monthly income of 30 million VND or more (Infocus Mekong 2021).
Assuming consistency in age, geographic, and income distribution, our estimates suggest that the total number of urban Vietnamese residents in HCMC and Hanoi, aged between 25 and 40 years and earning a monthly household income of 35 million VND or higher, is approximately 291 thousand individuals (Appendix 1). Utilizing the Yamane Formula with a 95% confidence interval, we calculate the estimated sample size to be 399.
In this formula:
·         n is the sample size;
·         N is the population size;
·         e is the acceptable sampling error;
·         Confidence level of 95% and p = 0.5 are assumed
 
Planned Figure
Actual Figure
Target population
Urban Vietnamese individuals living in Hanoi and Ho Chi Minh City, aged between 25 and 40 with an income of 35 million and above, have bought some baby milk products.
Population size
~291,000
Sampling technique
Non-probability sampling: Convenience sampling
Sample size
399
483

 Table 4: Sampling Process Overview
Due to limited resources, a sampling frame was not established in this instance. We employed non-probability sampling, specifically convenience sampling. Each student was tasked with selecting participants who were readily accessible either directly or through their networks. Additionally, these participants were required to exhibit specific demographic traits, such as age, monthly household income, and frequency of purchasing baby milk products.
For the course, each student had to have at least 2 respondents. With approximately 210 students (35 students per class across 6 classes), we expected to have a minimum of 420 responses. In reality, the dataset contained up to 1060 submissions, but after data cleansing, the effective sample size was reduced to 483.
b.     Sampling Errors
In such a situation, bias and non-sampling errors might occur in several parts of the survey process. When potential survey respondents decide not to participate, a biased sample that does not accurately represent the intended population results from non-response error . BBS can reduce non-response errors by offering incentives for completing the survey, creating a brief and user-friendly questionnaire to minimize time commitment, and providing the survey in Vietnamese and any other pertinent languages spoken by the target population.
Moreover, bias or inaccuracy can arise from convenience sampling . In this study, bias can result from the wording of questions using technical jargon unfamiliar to some parents, and from interviewer-students who are inexperienced and unable to remain impartial during the interview. Participants' answers may be subliminally influenced by the interviewer's tone of voice or body language, particularly in in-person interviews. To reduce these errors, the brand could conduct external record checks, train the interviewer team, randomize the selection, perform consistency checks, and double-check the language used in the survey.
IV.                 Analysis and Findings
1.    Data analysis techniques
The quantitative data obtained from structured surveys will undergo rigorous statistical analysis. We will employ descriptive statistics to summarize the data, providing a clear picture of the respondents' demographics and responses. To draw inferences about the broader population, inferential statistics will be used, including Chi-square and Pearson's Correlation. This also provides useful information on the potential relationships between different variables.
For the qualitative data from in-depth interviews, the analysis technique used is a combination of thematic analysis to identify recurring themes and patterns, and content analysis to quantify the presence of key concepts and themes. Narrative analysis will allow us to delve into the personal stories and experiences shared by the respondents, providing context to the quantitative findings. Although grounded theory typically involves the generation of new theories, we will use its principles to systematically code and categorize the data, aiding in the development of a thorough understanding of consumer perceptions.
To effectively communicate our findings, we will use various data visualization techniques. Charts and graphs will present quantitative data in an easily digestible format. For qualitative insights, word clouds will highlight prevalent ideas, and flow diagrams will illustrate consumer decision-making processes.
We will leverage specialized software tools to aid our analysis. SPSS will be used for complex statistical analysis, NVivo will support the organization and analysis of qualitative data, and Microsoft Power BI will be used for creating interactive dashboards and visualizations.
1.    Analysis
Demographic:





Figure 5: Demographic (Age, Location, Education Level, Household Income)

 
Results from 483 responses show that the majority of respondents are aged 25-34 (66%), while those aged 35-40 years account for 34%. Geographically, 77% of the participants are from Ho Chi Minh City, and 23% are from Hanoi. In terms of education, a significant proportion hold a bachelor’s degree (69%), followed by those with postgraduate qualifications (20%). Regarding household monthly income, 70.6% of respondents earn between VND 35,100,000 and VND 60,000,000; 21.53% earn between VND 60,100,000 and VND 100,000,000, and only 7.87% earn more than VND 100,000,000. Besides, the majority of respondents are female (84.5%) and a substantial portion are currently married (91.9%) (Appendix 2)
a.      Objective 1: To identify the primary target audience segments for BS
 
 
 



 Figure 6: Frequency and Monthly Spending  Baby milk consumption 
The survey indicates that baby milk consumption is a common practice among the respondents, with 66% consuming baby milk every day and 23% using it 3-4 times a week. In terms of monthly expenditure on baby milk, most respondents spend between 2-3 million VND (36.44%), followed by 28.99% who spend 3-5 million VND per month. Only a small fraction, 11.39%, report spending more than 5 million VND per month on baby milk.
 
To explore the potential associations between monthly spending on baby milk consumption and various demographic variables (Age, Household Income, Frequency of Baby Milk Consumption, Location, and Education Level), a Chi-square test of association was conducted (Appendix 3). The results indicated that Household Income was the only variable significantly associated with monthly spending on baby milk consumption, with a significance level smaller than 0.01 (Figure 7).
 
















Figure 7: 

Figure 8: Monthly Spending on Baby milk consumption based on Household Income

 
Further analysis using Pearson's Correlation confirmed this association, yielding a correlation coefficient of 0.281 and a significance level smaller than 0.01 (Figure ). This suggests a weak positive relationship between household income and monthly spending on baby milk, indicating that higher household incomes might be associated with higher spending on baby milk. One possible assumption is that high-income households may spend more money on expensive milk brands for their children. The survey results also indicate the existence of a relationship between household income and the willingness to spend more on higher-quality milk products or those with special features. In fact, when purchasing items for moms and children, most Vietnamese parents—especially those living in cities—are increasingly putting quality ahead of money, particularly when it comes to well-known brands (Vietnam News). (Figure; Figure)

Figure 9: Pearson’s Correlation result between Household Income and Monthly Spending on Baby milk Consumption

Figure 10: Chi-Square Tests results between Household Income and values from Question 21 & 22
(Explain: with p-value < 0.05, there is a significant association between Household Income and the willingness to spend premium price on higher-quality baby milk, international flavored baby milk, and organic baby milk powder)

Figure 11: Correlation results between Household Income and values from Question 21 & 22
 (Explain: with p-value < 0.05, and positive correlation figures (0.194 and 0.125), there is a week positive correlation in Household Income and the willingness to spend premium price on higher-quality baby milk and international flavored baby milk)

 
The results of the association test between Household Income and demographic variables also show a weak positive relationship between Household Income and Age, indicating that household income may be higher with increasing age (Figure). Yet, there is no direct evidence of an association between Age and Monthly spending on baby milk consumption or the willingness to spend more on higher-quality and international brands (Appendix 4). Therefore, this is merely an auxiliary finding to be used as a reference for establishing potential customer profiles.
 

Figure 12: Correlation results between Household Income and Age

 
In terms of social media usage, Facebook and Zalo are the two platforms most frequently used by respondents, followed by YouTube (Figure). This suggests that BS should focus its platform allocation to most effectively reach its target customer base.

 Figure 13: The average frequency of using social media platforms 

a.      Objective 2: To explore parents’ needs and priorities in baby formula selection, focusing on how BS's goat milk formula can address those needs


Figure 14: The important factors that parents consider when purchasing baby milk

 
Figure 14 shows that consumers prioritize health and nutritional benefits over other factors when purchasing this product, with 82.4% deeming it "extremely important" and no responses indicating it is "not important at all." Global brand reputation (rated as important by 51.3%) is seen as more significant than local brand reputation (rated as important by 44.3%). This implies that, while local reputation is important, a global reputation may provide a higher level of trust or prestige to a product.
Less critical factors, such as product packaging and country of origin, while still important to a segment of the population (around 9-10%), indicate that these are secondary considerations, overshadowed by the product's intrinsic qualities, such as nutrition and taste.


Figure 15: Chi-Square Test results between Education Level and values from Question 50
(Explain: with p-value < 0.05, there is a significant association between Educational Level and the willingness to buy sustainable packaging)

Another finding related to packaging is that there is a significant association between Education Level and the willingness to buy sustainable packaging (Figure). This suggests a direction for BS to tailor communication content towards the highly educated customer segment.


Figure 16: Preferred Type of Infant Milk

When asked about their preferred type of milk powder for their children, it is not surprising that 82% of respondents chose cow milk, while goat milk accounted for a modest 17%. Respondents also had a positive perception of the health benefits of cow milk for their children, with nearly 60% agreeing, whereas the positive perception of the health benefits of goat milk was agreed upon by only 45% (Figure ). Additionally, the prevalence of neutral responses (neither disagree nor agree) regarding the health benefits of goat milk suggests a lack of full awareness about goat milk among respondents (Figure), aligning with the fact that goat milk is not a popular choice. Specifically, most respondents have low awareness about goat milk as they do not have experience in using it so the information they have about goat milk is also ambiguous and too general. Hence their answers to goat milk questions in surveys tend to not be clear (Figure ). 





 Figure 17: Customers’ perception on Cow and Goat Infant Milk

a.      Objective 3: To analyze the steps parents go through when deciding on a baby formula, identifying key touchpoints and influencing factors at each stage
Figure 18 demonstrates that pediatricians or healthcare professionals are the key sources of information that respondents rely on the most, with over 90% considering them reliable or extremely reliable. The second and third rankings are their own experience and word-of-mouth, with approximately 86% and 81% respectively, when seeking information on milk formula. In contrast, digital influencers and other sources represent about 33% and 11% (in total reliable and extremely reliable), indicating potential areas for BS to improve and attract more audiences.

Figure 18: Sources of information respondents most frequently refer to when buying baby milk products (Q25)

 
When considering brands and types of formula, parents primarily research online and read label information to understand the nutritional value and quality of goat milk products (Figure 19). In conjunction with these informational touchpoints, it suggests that BS could enhance the promotion of the nutritional value and quality of their milk through channels capable of building trust with the audience, such as nutrition experts.

Figure 19 : Sunburst hierarchy chart of parents method to educate themself  about the nutritional content and quality of the goat milk products they purchase for the baby (Q31)

Regarding points of sale, most parents prefer to buy milk for their children from specialty stores for kids and supermarkets, accounting for 43.7% and 34.4% respectively (Figure 20). On the other hand, expertise in milk and fundamental nutritional knowledge are key characteristics of those knowledgeable about baby milk, significantly influencing parents during the consideration phase (Figure 19). This suggests a necessary effort in training the in-store consulting staff to provide information and build trust with parents.

Figure 20: Most frequent baby milk purchasing channel

Figure 21: Tree hierarchy chart of necessary characteristics or capabilities of a baby milk connoisseur (Q35)

 
Additionally, a significant number of parents are turning to popular e-commerce platforms to buy milk for their babies (17.4%) (Figure 20), along with expressing confidence in placing orders through apps. This highlights the increasing trend of online shopping platforms, driven by convenience, a wider selection of products, and competitive prices. However, when asked about the likelihood of installing a new app, they showed reluctance (Figure). This suggests that BS should enhance its presence on existing e-commerce platforms rather than investing in a brand-specific app at this time.
 

Figure 22: Parents are familiar with using app and prefer to place orders online

The vast majority of respondents show high loyalty and trust towards their infant formula brands, with over 60% agreeing or strongly agreeing that they would speak positively, recommend, and continue purchasing their current brand. This commitment to maintaining their current milk product or trying a new product line from their existing brand indicates a potential challenge for BS in convincing customers to switch from competitor brands to BS.


 Figure 23: Consumer attitudes toward their current milk brand

However, as presented in objectives 1 and 2, since parents are very concerned about the quality of milk, they remain quite open to new options (Figure 23). Specifically, nearly 50% of respondents strongly agree with being willing to pay a premium price for higher-quality milk products, while 49.9% of consumers are willing to pay for organic products. This, once again, emphasizes the importance of effectively communicating the health benefits of BS's products to the target audience.
 

 Figure 24: Consumer attitudes toward new try

a.      Objective 4: To assess the current BS’s brand awareness and perception of customers compared to its competitors


 

Since 45.5% of Vietnamese parents have never heard of the Baby Steps brand before, BS is relatively new with little awareness among most parents. While Baby Steps is known to another sizable portion (42.44%), brand recognition appears to be lacking. Only 12.06% of respondents have brand awareness about BBS, meaning they have heard of and bought Baby Steps products. They may have seen the name in passing but haven't created a strong enough memory or favorable association to consider Baby Steps when buying formula. The low brand recognition of Baby Steps makes it more difficult for them to compete successfully.
Figure: Word Cloud of respondent's first three words after reading the brief and visiting NIG Nutritional website






 

 
The top three adjectives that come to mind for respondents after reading the product information and visiting the NIG Nutritional website are "international-quality-expensive." The fact that Baby Steps is a New Zealand brand implies that it is perceived as a foreign brand. This could mean that sophisticated technology, worldwide recognition, and compliance with international quality standards lead to the association of a "premium" price, as Vietnamese consumers assume "international brands offer high quality at a premium price.
 



After reading company briefs and browsing websites, more than half of the respondents (58.41%) indicated some degree of curiosity, suggesting that the information regarding the quality manufacturing process and technology displayed on the website successfully impressed respondents. Therefore, BBS may utilize this data to create engaging social media posts, maintain communication, and capitalize on their potential. These "somewhat interested" parents represent a lucrative group who, with the appropriate marketing tactics, could be nudged towards a purchase decision. Moreover, the heightened level of interest corresponds to an increase in the intention to purchase the products. Specifically, approximately 7% of respondents do not intend to purchase the products, whereas 59% of participants do intend to do so.
 



The respondents' interest in the products stemmed from the premium-priced formula. Parents may inquire about the rationale behind the increased cost, which can lead to inquiries as parental perception suggests that the premium pricing of Baby Steps indicates its premium ingredients and potentially superior outcomes due to highly nutritious nutrition for infants compared to competing brands. Furthermore, they also seek feedback information to learn about others' experiences and opinions on whether the quality aligns with the price. Their inquisitiveness may motivate them to acquire further knowledge regarding the brand and inquire about its unique selling propositions (USPs).



Respondents are primarily concerned with the product's quality, especially regarding its suitability for their infants, particularly in terms of allergies. Given that both the brand and goat milk itself are unfamiliar to them, it is unsurprising that they would be curious and have some doubts regarding the product's quality. Consequently, in order to attract and retain their intended consumers, as well as first-time buyers, BBS must substantiate the quality of their product.
 

 


DISCUSSION AND CONCLUSIONS
The research aimed to enhance Baby Steps' brand awareness in the Vietnamese baby formula market by identifying the target audience, understanding parents' needs, and evaluating their goat milk formula. It also analyzed decision-making processes, key touchpoints, and customer perception. A mixed-method approach was used, including surveys, in-depth interviews, and market reports, to gather data on consumer behavior and preferences.
The analysis identifies key touchpoints and influencing factors in parents' decision-making for baby formula. Parents initially rely on pediatricians, healthcare professionals, and word-of-mouth, with nutrition being a crucial factor. They use online research, trusted resources, and professional advice, often facilitated through in-store consultations. Parents prefer specialized stores and supermarkets for advice but are increasingly using e-commerce platforms for convenience. Health and nutritional benefits, along with global brand reputation, are pivotal in their choices. Baby Steps has low brand awareness among Vietnamese parents, but its perceived international, high-quality, and expensive positioning suggests a premium positioning. Targeted marketing can help increase market growth, as parents require assurances about product safety and suitability for infants, particularly concerning allergies.
Limitations: 
The study provides valuable insights but lacks specific parent groups due to its broad age range. Respondent error and sampling bias may compromise data. Further research methodologies may involve interviewer training and age group segmentation to gain a more comprehensive understanding of Vietnamese parents' needs.
BRAND STRATEGIES RECOMMENDATIONS FOR BABY STEPS
1. Enhance Digital Presence and Consumer Engagement

Baby Steps can boost its digital presence and consumer engagement by showcasing its commitment to quality and nutritional benefits of its goat milk formula through cohesive digital marketing campaigns and engaging storytelling.

Partnering with reputable parenting influencers and healthcare professionals, Baby Steps can amplify its credibility, open doors to more collaborative ventures and extend its reach (Schwarz 2024; Norman 2024). Hosting livestreams and online events featuring product demonstrations, Q&A sessions, and expert advice will foster trust and increase brand visibility (Chen and Yang 2023), directly addressing parents' concerns and clarify the product's advantages. 

BBS will partner with KOL couple Lucie and Tuan Duong to appear in their teaser and live online sales session. They recently had a live stream selling baby milk products with well-known and reputable pediatrician Dr. Cung, resulting in a revenue of 14 billion. This collaboration will enhance BBS's digital presence and revenue.


Figure: Mock-up of a livestream on TikTok/Facebook

Baby Steps can establish itself as an authority in baby nutrition by producing educational content on goat milk formula, promoting its benefits through a dedicated blog, active social media presence, and online community for parents to exchange experiences and gain support, thus enhancing brand loyalty (Anaya-Sánchez et al. 2020; Zhang and Li 2023). BBS plans to use customer testimonials and case studies to showcase the positive impact of Baby Steps' products on children's health. By partnering with content creators Giang Ơi and Trinh Phạm, who are known for their daily life content and high educated influencers, BBS can attract attention and build trust with viewers. This collaboration will help BBS reach a wider audience interested in parenting and family-related content, enhancing its brand credibility and reputation.

Figure: Mock-up of a blog page/article or customer testimonials on Baby Steps website


2. Optimize E-Commerce Channels and Consumer Convenience

Suggest BBS launch official self-run stores on major e-commerce platforms like Shopee and Lazada to enhance product and service quality, optimize consumer convenience, and provide reliable purchasing options (Song et al. 2023; Zuniarti et al. 2021). 
Besides, enhancing the user experience on the Baby Steps website and e-commerce platforms with comprehensive product details, customer reviews, and intuitive navigation will simplify online shopping for customers (Smart Insights 2020). Features such as live chats and virtual consultations with nutrition experts can provide personalized guidance and support.


Figure: Mock-up of Live-chats function on Baby Steps website


3. Strategic Targeted Advertising and Promotions

Finally, strategic targeted advertising and promotions, with localized digital campaigns tailored to demographic segments interested in premium products, can broaden Baby Steps' reach and influence (Pepall and Richards 2021). Messages crafted to align with local cultural preferences and behaviors, along with limited-time promotions and product bundles, will motivate first-time purchases (Derdenger and Kumar 2013). Special deals and discounts for new customers can encourage initial trials and secure repeat business, will also help aid Baby Steps in expanding its market presence and boost brand awareness."