TIỂU LUẬN TRUYỀN THÔNG MARKETING TÍCH hợp (IMC) QUESTION 1 EXPLAIN THE COMMUNICATION PROCESS

BỘ TÀI CHÍNH TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING BÀI TIỂU LUẬN KẾT THÚC HỌC PHẦN TRUYỀN THÔNG MARKETING TÍCH HỢP (IMC) Lớp học phần: 2111702049708 Họ tên: MSSV: Lớp: Trần Vương Thái Hiếu 1921005432 CLC_19DMA08 Ngô Kiều Phương 1921005612 CLC_19DMA08 Vũ Ngọc Thái 1921005653 CLC_19DMA08 Nhâm Hải Yến 1921005808 CLC_19DMA08 TP Hồ Chí Minh, 2021 TABLE OF CONTENTS Question _ Explain the communication process _ ILLUSTRATION BY SHOPEE’S SALES PROMOTION ACTIVITY _ PUMA FUTURE RIDER _ IMC PLAN INTRODUCTION _ OBJECTIVES TARGET AUDIENCES PROGRAM _ 11 CREATIVE STRATEGY _ 11 PUMA Future Rider 11 Media strategy _ 12 Advertising _ 12 Sales Promotion 12 Social Media _ 13 Public Relations/Publicity 13 Detailed action plan _ 15 Phase 1: TVC “As if I were a child” 17 Phase 2: Contest “Enjoy childhood games” 18 Timeline and Budget 20 MEASUREMENT AND CONTROL _ 25 Measurement 25 Control _ 25 QUESTION EXPLAIN THE COMMUNICATION PROCESS Two elements represent the major participants in the communication process, the sender and the receiver Another two are the major communication tools, message and channel Four Figure: A Model of the Communication Process others are the major communication functions and processes: encoding, decoding, response, and feedback The last element, noise, refers to any extraneous factors in the system that can interfere with the process and work against effective communication The sender, or source, of a communication is the person or organization that has information to share with another person or group of people The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a nonpersonal entity (such as the corporation or organization itself) The communication process begins when the source selects words, symbols, pictures, and the like to represent the message that will be delivered to the receiver(s) This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form The encoding process leads to development of a message that contains the information or meaning the source hopes to convey The message may be verbal or nonverbal, oral or written, or symbolic Messages must be put into a transmittable form that is appropriate for the channel of communication being used The channel is the method by which the communication travels from the source or sender to the receiver At the broadest level, channels of communication are of two types, nonpersonal and personal Nonpersonal channels of communication are those that carry a message without direct, interpersonal contact between the sender and receiver Personal channels involve direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media Decoding is the process of transforming the sender’s message back into thought This process is heavily influenced by the receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation The receiver is the person(s) with whom the sender shares thoughts or information Generally, receivers are the consumers in the target market or audience who read, hear, and/or see the marketer’s message and decode it Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception This unplanned distortion or interference is known as noise The receiver’s set of reactions after seeing, hearing, or reading the message is known as a response Feedback is part of the receiver’s response that is communicated back to the sender ILLUSTRATION BY SHOPEE’S SALES PROMOTION ACTIVITY To illustrate the communication process, we use Shopee' sales promotion shown through the following TVC: https://www.youtube.com/watch?v=-EmJh1Fz1pg The sender of this campaign is Shopee Vietnam, however since the company is not the one who directly spoke the message, the source in this case is Park Han Seo, Tiến Linh and Văn Thanh Shopee encoded its message by combining forms: verbal, graphic, musical and animation  Throughout TVC, the verbal form blends spoken and written words Highlighted keywords “Miễn phí vận chuyển 11 tháng 11”, “11 tỷ xu voucher”, “Trúng hộ Shopee Siêu Sale ngày 11 tháng 11” These keywords, as well as the time of the show "From 20.10 to 15.11," are displayed on the same screen at the conclusion of the TVC for viewers to easily grasp This information is also synthesized using the Youtube description Song lyrics “Sale hết Shopee” appear twice as a feature  The main images shown through TVC are coach Park Han Seo using the phone (illustration of consumers who are hunting for sale) and the ball game shown by Tien Linh, Van Thanh under Shopee's shirt  TVC is presented as a fiery match, fast-paced rhythm, with the voice actor's voice emphasizing, playful The music is energetic and upbeat, and it's complemented with Shopee's own distinctive notification sound  The animation features Shopee's signature orange hue, and the basic typeface is round, square, proportional, and easy to read, allowing viewers to readily notice the image of the phone in use as well as the "super sale" message Coaches Park Hang Seo, Tien Linh, and Van Thanh's photos were turned into cartoon depictions at the end of the TVC Message: “ĐÓN CHỜ 11.11 SIÊU SALE - 11 TỶ XU VOUCHER CÙNG CƠ HỘI TRÚNG CĂN HỘ”  Freeship 0Đ  11 tỷ xu voucher  Cơ hội trúng hộ  Campaign run from October 20 to 11.11 Channel: TVC was uploaded on Shopee's official Youtube channel Besides, it also appeared in many other channels such as:  Nonpersonal: Facebook, Instagram, Billboard, Standee,  Personal: Email, word-of-mouth, Decoding: Receivers decoded based on their field of experience, but ideally be able to receive the entire key message Receiver: Every subject saw and heard the TVC Mainly consumers tend to buy on ecommerce sites and often use social networks Typically, they are young people from the last years of Gen Y and Gen Z Because the items offered are quite various in categories and sectors, the campaign's target audiences are diversified in terms of age, income, and so on Noise: The reasons can be varied, such as line speed, receiver distraction, Response/Feedback: Receivers leave comments and questions about the program, message the fanpage to ask about the program, Number of vouchers used, clicks to learn about the program, PUMA FUTURE RIDER IMC PLAN INTRODUCTION No one thinks about PUMA without thinking of the Fast Rider, a legendary shoe from the iconic brand Fast Rider was initially released in the 1980s, when athletics was a prominent activity and young people were getting into running Up to now, it has been 40 years, Fast Rider still maintains its form to re-appear with a new version called “Future Rider” This new shoe retains the basic design aspects of the first generation of Fast Rider, but adds a touch of freshness with the color scheme, material, and shock-absorbent sole OBJECTIVES     The Future Rider is a casual-cool street style featuring a slimmer outsole, TPU heel stabilizer, and lightweight deconstructed upper with minimal padding and lining Its styles join PUMA’s growing FUTRO (future meets retro) designs where styles from the brand’s 70+ year archives are stripped down, rebuilt, and take inspiration from new digital trends in culture from now and into the future    The “PUMA Future Rider” IMC plan that takes place from January 2022 to June 2022 will combine Vietnamese cultural elements and FUTRO style with a target audience of Gen Y and Gen Z   Convincing 600,000 new users 10% increase in sales for PUMA Increase PUMA's market share by 10% in Vietnam Increase customer preference for products by 20% Create awareness and liking for PUMA in an aspirational way that makes PUMA a desire for every Generation Z and Millennials PUMA Future Rider will be at the top of hot research and spread rumors by Gen Z and Millennials (word-of-mouth) Create awareness of 90% of the target market over a six-month period Reaching 80% of the target customers know about the PUMA Future Rider collection after the first media campaign Reach 70% of the target audience at least three times over the same sixmonth period TARGET AUDIENCES Geographic Hanoi, Ho Chi Minh City Demographic Age: 16 - 30 years old Incom: From million or more Psychographic Lifestyle      Personalities Have an urban-ish attitude Always want to renew yourself, unleash creativity and freedom to explore Easily influenced by new trends and developments in technology Busy with college schedules, some have part-time jobs outside, free and less dependent on families Likes to wear retro, street, comfortable, trendy clothes Easy-going, Self-expression, Open-minded, Rebellious Behavioral Usage Frequency Medium to Heavy users Occasion • When: Every day from day to night • Where: At home, at work, at the playground • How: Satisfy your need for self-expression Benefits • Looking for a shoe that meets your walking needs • Find friends with similar interests and lifestyle • Likes to be noticed by others • Be able to express yourself, design your own shoes creatively Society Desire to live true to their nature, desire to experience many old products Reference Groups of Friends, KOLs/Influencers, Groups or Clubs on Social Media Family Mainly The family of orientation Role Status May raise questions and contribute ideas but it is limited by many factors around: family, school, and society Personal Self Concept How much their satisfaction about the cost and value of product Psychological Motivation • They not want to miss the latest trend • They want beautiful, good quality, durable shoes • They want to show their style of dress to friends and colleagues Barriers • Expensive • Lack of information • Low quality The taste of the drinks was quite similar, the layout of the product was not attractive • Low attractiveness The designs of some shoe models are the same Belief • Some shoe models will meet quality, design, durability and be able to express themselves Attitude Positive attitude: • Puma brand shoes spread brand value • The shoe size fits the foot, but the experience must be different • Store has good service, feedback, fast online delivery Positive attitude: • Puma brand shoes spread brand value • The shoe size fits the foot, but the experience must be different • Store has good service, feedback, fast online delivery Influencer: Geography Country Demography Age Gender Main occupation Ho Chi Minh city 18-30 years old Male and Female Vlogger, Youtuber, Tiktoker, KOLs Income/ Pocket Over 15.000.000 VND Money Psychographic Lifestyle • Love to experience new things, discover new shoe models • Keep track of trendy things • Want to show and affirm their image to the audience • Build a reputable, honest image with the audience Personality • Dynamic • Open-minded Social class Middle class Benefit • Trends in choosing quality shoes and clothes at a price that suits the target audience • Experience different shoe models • Willing to try new shoes with new creative styles in front of the audience The impact on the target market • To make them understand clearly about the meaning of the campaign • To make them express the brand image • Describe the experience, shoes quality, and shoes service honestly to viewers • They often recommend places that sell shoes They introduce reputable models of shoes and clothes Behavioural MEDIA STRATEGY Advertising Use UNIQUE INTEGRATED OUTDOOR ADVERTISING's out-of-home advertising options, which include billboards, LCDs, frames, and outdoor LED screens Unique Media Group is Vietnam's first integrated outdoor advertising unit, with a thorough awareness of the industry, a thorough understanding of all types of advertising, and the ability to execute outdoor advertising projects in 63 provinces Many domestic and foreign units collaborate with the unit (Japan, Korea, USA, Thailand, Indonesia ) Hundreds of outdoor advertising campaigns have been completed for major brands such as Honda, Panasonic, Koreno, Vinaphone, Techcombank, and many more Posters and Standees will be placed at PUMA stores during the campaign and promotion Sales Promotion We plan to establish both online and offline sales In-store at PUMA locations in Ha Noi and Ho Chi Minh City Online at Tiki, Lazada, and Shopee e-commerce platforms In order to promote information for sales efforts, social media, posters, and standees will be utilized 12 Social Media Youtube: Upload TVC Use Skippable InStream Ads, Bumper Ads Facebook: Post pictures and product information Support to convey the message for the campaign Instagram: Similar to Facebook Use stories to interact with customers TikTok: Create a channel for PUMA Vietnam Upload TVC, cuts from short clips We will use Tinh Tế Ads' Facebook and Youtube advertising services With the Facebook platform, we will use the VIP Package to write articles and take care of the Fanpage Besides, flexibly run Facebook and Youtube ads according to each campaign Public Relations/Publicity Seeding in Facebook groups: VIETNAM STREET STYLE GROUP (533,300 members) This is a gathering place for young people from Gen Y and Gen Z who have an interest in fashion, they often capture and follow fashion trends In addition, this group also has an Instagram account @VGGS.site (18,800 followers) Interactions:  45 posts/day  1000 posts/month THẦN KINH GIÀY (487.400 members) This is the largest group of people with passion for shoes and modern fashion in Vietnam 13 Collaborating with KOLs, Influencers: DeCao (Cao Minh Thang) Decao is a prominent fashionista in the Vietnamese fashion world, his image has also been named many times in international magazines Decao's ability to mix and match fashion has helped him establish his own brand, which is always distinctive Decao became a role model for many young people, which is why Cao Minh Thang was regarded as a notable fashionista in Ha Thanh Decao's Instagram currently has 935 thousand followers, each post hovers around 20,000 likes Fabo Nguyễn Fabo Nguyen is regarded as one of the most renowned rich kids in the Vietnamese hypebeast community, since he runs his own Youtube channel named after himself, with the main material focusing on sharing life, unboxing branded items, particularly paired rare, costly sneakers His YouTube channel now has 797 thousand followers 14 MV Sponsor Lil Wuyn Lil Wuyn, a talented rapper who is being sought after by the media for the outstanding products he has brought in recently He is participating and is a highly appreciated factor in the TV show Rap Viet, one of the hottest shows at the moment He also owns a rather dusty street fashion style Currently, he is in the development stage, so the cost of booking will be more profitable and in the long run, the benefits he will bring will be great Wean & Naomi Wean or Wean Le is a rapper who owns many cool, magical, and addictive songs Not only famous in the underground world, the guy born in 1998 is also mentioned by the media as a popular fashionista, even once on the cover of China's ELLE magazine Huynh Roestel Naomi has mixed Vietnamese-German blood Naomi is impressed by the beautiful appearance of a "hybrid rose" with a rebellious and liberal style that is extremely stylish Naomi also has a very special voice, she used to be the main vocal of an underground group called Danger From Deers Naomi and Wean are a famous couple, two fashionistas with fashion gout in the style of 80s, 90s, 2000s PR Article HNBMG & SNKRVN These are two sites specializing in providing news about street fashion, especially shoes Rated as the two largest communities for sneakerheads in Vietnam Detailed action plan 15 Phase 1: Trigger Phase 2: Engage Phase 3: Amplify Time 1/1 - 28/2 1/3 - 30/4 1/5 - 30/6 Budget 2.712.800.000 1.871.200.000 3.416.000.000 Tagline As if I were a child As if I were a child: As if I were a child: Enjoy childhood games Dress like 90s kid Convincing 200,000 Objectives Convincing 200,000 new users new users Convincing 200,000 new users Reach 80% of 5000 people customers with the participated in the short clip message contest Create awareness of 90% of the target market 70% of target customers' awareness and interest about the message Reach 70% of the target audience at least three times over the same six-month period Reach 40% of the target audience at least three times over the same six-month period Key activity TVC “As if I were Contest “Enjoy a child” childhood games” Challenge “Dress like 90s kids” Support activity Early Bird Discount MV Sponsor Bamboo Jacks with Future Rider E-commerce 3.3 Flash Sale MV Sponsor PUMA’s Birthday Sale Channel OOH, Social Media, PR Article OOH, Social Media, KOLs/Influencers OOH, Social Media, KOLs/Influencers 16 Phase 1: TVC “As if I were a child” Key activity: The 1.5-minute short clip will be published on 07/01/2022, to raise awareness for the launch date Content: People are feeling overburdened by social expectations They wish to revert to their childhood selves They get together and play traditional games, much like they did before the internet, to recharge their batteries before returning to work better than before Message: Sometimes you simply need to take it easy and be a kid Production house: FREAKY MOTION Founded in 2012, Freaky Motion is a hybrid studio specializing in 3D motion design and VFX Through technology, they deliver a spectacular visual experience and explore more possibilities in every project They are also the production house who created the Biti’s Hunter footage With previous experience working with a shoe brand and a current design language, this production house will be a suitable partner for us to build a modern masterpiece with retro hues Support activities: Early Bird Discount  Discount 15% Future Rider  First 100.000 customers purchasing PUMA Future Rider at PUMA Store  From 10 - 16/01 Bamboo Jacks with Future Rider (banh đũa)  Customers who visit PUMA's store will be able to play "bamboo jacks," a childhood game Customers who pass each round will earn the equivalent discount (1.5%/round, total 10 round)  Each customer will only get one opportunity  Discount applies to Future Rider shoes only Each customer can buy up to pairs of shoes at a discounted price  From 14/02 - 27/02 MV Sponsor for Lil Wuyn Sponsorship form:  23 pairs of PUMA Future Rider shoes 17  Cash VND 36.800.000 Phase 2: Contest “Enjoy childhood games” Key activity: The contest will run on Facebook from 04/04 - 17/04/2022 50% of the results are determined by popular voting, with the remaining 50% determined by judges Fabo Nguyen and Decao Price:  pairs of PUMA Future Rider shoes  Appear on PUMA Future Rider poster with Decao and Fabo Nguyễn  Dinner with Fabo Nguyễn How to join:  Step 1: Take pictures playing childhood games  Step 2: Write some words about the game  Step 3: Post public on personal Facebook with hashtag #puma #futurerider #asifiwereachild #enjoychildhoodgames  Step 4: Invite your friends to vote for you Support activity: E-commerce Flash Sale  Discount  On 10% Future Rider Tiki, Lazada, Shopee  Flash Sale 0H on 02/03, 9H on 03/03, 12H on 04/03 18 Phase 3: Challenge “Dress like 90s kids” Key activity: From 23 - 29/05/2022, PUMA will host a "Dress Like 90s Kids" contest on TikTok We will invite KOLs/Influencers to participate in the challenge in order to encourage more participants to join The challenge, which begins before International Children's Day, provides an opportunity for people to reflect on their childhood 100% of the results will be based on the number of interactions with the video Price:  Cash VND 20.000.000  pairs of PUMA Future Rider shoes How to join:  Step 1: Take a clip of your childhood style outfit  Step 2: Post public on TikTok with hashtag #puma #futurerider #asifiwereachild #dresslike90skids  Step 3: Invite friends to interact with the video Support activity: MV Sponsor for Wean & Naomi Sponsorship form:  23 pairs of PUMA Future Rider shoes  Cash VND 36.800.000 PUMA’s Birthday Sale:  Discount 20% Future Rider  At store; On website; On E-commerce Tiki, Lazada, Shopee  From 19 01 - 07/06 Timeline and Budget Timeline Tagline OOH Youtube Social Facebook Media & Instagram TikTok Sales Promotion PR January February March April May 10 16 31 14 27 4 10 17 31 23 29 As if I were a child Enjoy childhood games Dress like 90s kids UNIQUE INTEGRATED OUTDOOR ADVERTISING's out-of-home advertising service Skippable In-Stream Skippable InUpload Ads, Stream Ads, TVC Bumper Ads Bumper Ads Skippable In-Stream Ads, Bumper Ads Content about Content Early Content about Share Bird about Sales Contest “Enjoy TVC Discount MV Promotion childhood games” Content about Challenge Tinh Tế Ads' VIP Package Creat TikTok Channel Share TVC Content about Contest Challenge “Dress like 90s kids” Bamboo Early Jacks with EBird Future commerce Discount Rider Discount MV PR Article, PR Article Sponsor KOLs/Influencers PR Article, KOLs/Influencers 20 June Content about Sale and MV PUMA's Birthday Sale MV Sponsor Budget: Internet Description Unit cost (VND) Unit KPI Total Cost (VND Facebook advertising video 15 seconds TVC 90 View 300.000 27.000.000 Instagram advertising video 30 seconds TVC 100 View 200.000 20.000.000 Youtube advertising video 90 seconds TVC 150 View 500.000 75.000.000 Tik Tok advertising video 15 seconds TVC 60 View 500.000 30.000.000 Total Cost 152.000.000 PR: PR Description Unit cost (VND) Unit Quantity Total Cost (VND DeCao Appear on PUMA Future Rider poster 30.000.000 30.000.000 Fabo Nguyễn 1) Dinner with Fabo Nguyễn 2)Appear on PUMA Future Rider poster 20.000.000 Collab with Puma 85.000.000 25.000.000 Sponsor 150.000.000 150.000.000 SNKRVN Post reviews, recommend products of Puma 8.000.000 Article 16.000.000 HNBMG Post reviews, recommend products of Puma 9.000.000 Article 27.000.000 MV Sponsor Total Cost 308.000.000 21 Community Activities Description Unit cost (VND) Unit Quantity Total Cost (VND Sponsorship pairs of PUMA Future Rider shoes MV Sponsor for Lil Wuyn 1.600.000 Pairs 50 80.000.000 100.000 1.200.000.000 Bamboo Jacks (1.5%/round, with Future total 10 Rider round) Max: 15% PUMA will host a "Dress Like 90s Kids" contest on TikTok 12.000 Voucher 20.000.000 Gift 20.000.000 Total Cost Support Advertisi ng 1.300.000.000 Positio n Cit y Duration Wee TVC k Lengt h billboards, Buildin Ho Monday LCDs, g, Chi Wednesd frames, Shoppi Min ay and ng h Thursday outdoor center Sunday LED screens 12 22 10 secon ds Unit cost Total cost 20.000.000/w eek 240.000.0 00 Sale Promotion Description Unit cost (VND) Unit Early Bird Discount Discount 15% Future Rider 12.000 Bill 100.000 1.200.000.000 E-commerce Flash Sale Discount 10% Future Rider On Tiki, Lazada, Shopee 8.000 Bill 200.000 1.600.000.000 16.000 Bill 200.000 3.200.000.000 PUMA’s Birthday Sale Discount 20% Future Rider At store On website On E-commerce Tiki,Lazada,Shopee Total Cost KPI Total Cost (VND 6.000.000.000 Total cost in months: 8.000.000.000 (VND) 23 24 MEASUREMENT AND CONTROL Measurement For maketing campaigns on digital platforms and social networks including social media, MV sponsor, PR article, collaboration with KOLs, Puma Future Rider will cooperate with Nielsen Scarborough to use Digital Ad Ratings and Digital Content Ratings measurement services, besides also using Google Analytics For the PR campain, Puma Future Rider will measure based on the following metrics: brand mentions, sentiment, engagement, social reach, the percentage of positive and negative articles and comments on the post For the Sale Promotion campaign, Puma Future Rider will be measured based on Social Media Reach, Website Traffic, average sales per day during the sale period For advertising and offline activities, Puma Future Rider will conduct a quick survey and mini interview The questions will be related to brands, products and organized campaigns The purpose is to check if customers remember the product, customers remember the campaign and the campaign is really attractive or not, the campaign encourage them to buy? After summarizing the communication campaign, Puma Future Rider will calculate the ROI index, the percentage of the go-to-market campaign, the percentage of market share in the market, and the percentage of target customers who remember the brand Control To control this plan, Puma Future Rider will use the plan control type through main tools: sales analysis, market share analysis, Marketing Expense to Sales Analysis, Financial Analysis, Customer Attitude Tracking Then it will compare with the goal set out at the beginning, see how many percent of the goal has been achieved Then analyze and review the unmet goals In addition, we also propose a backup plan if the covid-19 epidemic situation becomes complicated again for the best optimal control 25 26 ... _ 25 QUESTION EXPLAIN THE COMMUNICATION PROCESS Two elements represent the major participants in the communication process, the sender and the receiver Another two are the major communication. .. at the end of the TVC Message: “ĐÓN CHỜ 11 .11 SIÊU SALE - 11 TỶ XU VOUCHER CÙNG CƠ HỘI TRÚNG CĂN HỘ”  Freeship 0Đ  11 tỷ xu voucher  Cơ hội trúng hộ  Campaign run from October 20 to 11 .11 ... Throughout TVC, the verbal form blends spoken and written words Highlighted keywords “Miễn phí vận chuyển 11 tháng 11 ”, ? ?11 tỷ xu voucher”, “Trúng hộ Shopee Siêu Sale ngày 11 tháng 11 ” These keywords,