FINAL ASSIGNMENT INTEGRATED MARKETING COMMUNICATIONS (IMC)

MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING Subject code: 2221702049706 Class: CLC_20DMA06 FINAL ASSIGNMENT INTEGRATED MARKETING COMMUNICATIONS (IMC) Name Vo Minh Thanh Nguyen Linh Nhi Nguyen Thi Bich Ngoc Ly Hong Pham Tran Hong Thy Student code 2021008547 2021008505 2021008497 2021008521 2021008564 Ho Chi Minh City, 2022 i ii Tên MSSV Đánh giá Võ Minh Thành 2021008547 100% Nguyễn Linh Nhi 2021008505 100% Nguyễn Thị Bích Ngọc 2021008497 100% Lý Hồng Phẩm 2021008521 100% Trần Hồng Thy 2021008564 100% TABLE OF CONTENTS LIST OF ABBREVIATIONS vi LIST OF TABLES vii EXERCISE 1 Explain the communication process 1.1 The elements 1.2 The process 1.2.1 Source Encoding: The sender encodes the message 1.2.2 Message .1 1.2.3 Channel .2 1.2.4 Receiver/Decoding 1.2.5 Noise 1.2.6 Response/Feedback 2 Example 2.1 Sender and the source 2.2 Receiver 2.3 Channel 2.4 Encoding 2.4.1 Verbal 2.4.2 Graphic .4 2.4.3 Musical .5 2.4.4 Animation 2.5 Decoding 2.6 Noise 2.6.1 Resulting from the receiver’s own issues 2.6.2 Resulting from the receiver’s external environment 2.7 Response & Feedback EXERCISE Introduction Target Audiences 2.1 Group 1: Target Customers 2.2 Group 2: Educators 2.3 Group 3: Community members - mainly Saigonese 2.4 Group 4: Media iii 2.5 Group 5: Intermediaries Objectives 3.1 Business objectives 3.2 Marketing objectives 3.3 Communication objectives .9 3.4 Market potential .9 Overview .9 4.1 Product’s Analysis(VF8) 4.1.1 Positioning 4.1.2 Key attributes 4.1.3 Some key stores in HCMC, Ha Noi 10 4.1.4 Price range 10 4.2 Creative Strategy 10 Program .11 5.1 Internet Marketing 11 5.1.1 Objectives, KPIs & Timeline 11 5.1.2 Main Activities 11 A detailed content calendar for all will be shown in Appendix .11 5.1.2.1 Facebook/Meta 11 5.1.2.2 Instagram (Vinfastofficial) 11 5.1.2.3 Tiktok 12 5.1.2.4 Youtube .12 5.1.3 Internet Advertising 12 5.1.3.1 Facebook 12 5.1.3.2 Instagram 12 5.1.3.3 Youtube .12 5.1.3.4 Google (vinfastauto.com) 12 5.1.4 Budget .13 5.2 Advertising .13 5.2.1 Objectives .13 5.2.2 Timeline 13 5.2.3 Main Activities 13 5.2.3.1 iTVC .13 5.2.3.2 Out Of Home 15 5.2.4 Budget .15 5.3 Public Relations (PR) .15 5.3.1 Objectives .15 iv 5.3.2 Timeline 16 5.3.3 Activities 16 5.3.3.1 Press Conference (Appendix 6) .16 5.3.3.2 Brand activation(Appendix 8) 17 5.3.3.3 Event Sponsorship (Appendix 10) 18 5.4 Sales Promotion .19 5.4.1 Target Audience 19 5.4.2 General Descriptions .19 5.4.3 Detailed Descriptions 19 5.4.3.1 Chương trình “Xe cũ đổi xe mới” 19 5.4.3.2 Program “Khách hàng Loyal” 20 5.4.3.3 Program“Hành trình mới, vi vu mn nơi” .21 5.4.4 Budget .21 Measurement and Evaluation 21 Total Budget 22 REFERENCES .23 APPENDIX 24 v LIST OF ABBREVIATIONS Ad: Advertising CEO: Chief Executive Officer IMC: Integrated Marketing Communication iTVC: Internet Television Commercials LCD: Liquid-crystal display HCMC: Ho Chi Minh city KOL: Key opinion leader KPI: Key performance indicator PB/PG: Promotion boy/Promotion girl PR: Public Relation Q&A: Question and Answer TVC: Television Commercials TA: Target Audiences VND: Vietnam Dong OTS: Opportunity to see vi LIST OF TABLES Table 1: Objectives, KPIs & Timeline of Internet Marketing 11 Table 2: Timeline of Advertising 13 Table 3: Billboards’ locations 15 Table 4: LCD’s locations 15 Table 5: Timeline of PR 16 Table 6: General Descriptions of Sales Promotion 19 Table 7: Total budget .22 vii EXERCISE 1 Explain the communication process 1.1 The elements The major participants: - The sender/source: the person or organization that has information to share with another person or group of people (Sender)/an individual (a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a non-personal entity (the corporation or organization) (Source) - The receiver: the person(s) with whom the sender shares thoughts information The major communication tools: message and channel The major communication functions and processes: encoding, decoding, response, and feedback Noise: extraneous factors in the system that can interfere with the process and work against effective communication 1.2 The process 1.2.1 Source Encoding: The sender encodes the message The first step in the communication process is that the sender/source of communication selects words, symbols, pictures, and the like to represent the message that will be delivered to the receiver(s)  This process (encoding): involves putting thoughts, ideas, or information into a symbolic form 1.2.2 Message Resulting from the encoding process is the development of a message containing the information/meaning the source hopes to convey This message may be verbal or nonverbal, oral or written, or symbolic, however, regardless of its type, it must be put into a transmittable, appropriate form for the chosen channel of communication In general, there are decisions for marketers to make: the content, structure, and design of the message 1.2.3 Channel After having the message to communicate, the sender selects which channel of communication will be used viii The channel is the method by which the communication travels from the source/sender to the receiver It contains two types, non-personal and personal, at the broadest level 1.2.4 Receiver/Decoding After traveling over the channel of communication, the message gets read, heard, and/or seen then decoded (transforming back into thought) by the receiver The receiver, with whom the sender shares thoughts or information, is the most important factor in the communication process because when the receiver changes, other elements also change This decoding process is heavily influenced by the receiver’s frame of reference or field of experience, meaning the experiences, perceptions, attitudes, and values they bring to the communication situation 1.2.5 Noise Throughout the communication process, there are extraneous factors that can distort or interfere with the message’s reception. Known as noise, this unplanned distortion or interference includes (but is not limited to) errors or problems that occur in the encoding of the message, distortion in a radio or television signal, and distractions at the point of reception Another factor that may cause noise is that the fields of experience of the sender and receiver don’t overlap This lack of common ground may result in the improper encoding of the message— for example, when the sender uses a sign, symbol, or words that are unfamiliar or have different meanings to the receiver By contrast, the more common ground there is between the sender and the receiver, the less likely it is that this type of noise will occur 1.2.6 Response/Feedback Finally, after receiving the message, the receiver decodes the message and reacts Their set of reactions after seeing, hearing, or reading the message is known as a response - the result of the communication process Receivers’ responses can range from nonobservable actions (storing information in memory) to immediate action (clicking through an online ad to go to a marketer’s landing page/website or dialing a toll-free number to order a product) Then, the feedback (part of the receiver’s response that is communicated back to the sender) may be created to start an interaction Example Generali Vietnam upload TVC called “Sống Như Ý | Phim Âm Nhạc Cho Ngày Của Cha | GENERALI VIETNAM” on Youtube on June 14, 2020 ix 2.1 Sender and the source Generali Vietnam is the sender and elite artists Huu Chau and Nguyen Lam Thao Tam are the sources 2.2 Receiver Target customers of Generali Vietnam The community 2.3 Channel Youtube of Generali Vietnam 2.4 Encoding 2.4.1 Verbal Spoken - - From the beginning to the middle of the video, the daughter's narration is written into a song with the music "Bella Ciao" about the times when she did things that did not go the way her father wanted but was still not punished The phrase that appears often is “con không giống ba từng ước mong” The father's talking with the teacher about his daughter's drawing: "Sao biết đời khơng có sư tử có cánh?" The father wants his daughter to be herself so that she can live the way she wants Written - - At the beginning of the TVC, the word "Vu Quy" on the wall will tell the viewer that the scene they are watching is a wedding ceremony and the daughter is wearing a wedding dress in her own way The phone displays the phrase "It is always the people you love who hurt you the most" The message conveyed is if we love someone, let's encourage them to be themselves and support them in everything they want to do; Because the pain we accidentally or intentionally create for them is always many times greater than others can Song lyrics - - The song "Bella Ciao" is the main character's narration about the times when she did things not as her father wanted Not only did she not get punished, but she also received support from her father The father used the lyrics in the song “Cho con” to respond to the daughter: “Ba cánh chim x Tiktok Date Time Topic Content Tittle October Week SAT 8h Week THUR 13 8h Short Ngày VF8 video Đã đến lúc bắt đầu hành trình November Week THUR 8h Week SUN 13 8h Short Đi Gia đình Hờ Ngọc Hà video VinFast December Week FRI 8h Week THUR 8h Short Đi Gia đình Hờ Ngọc Hà video VinFast January Week SUN Week 8h TUE 17 8h "Trái Đất báo động" Short Tương lai định bở lựa chọn video February Week WED 8h Week WED 8h xxxvi Short Tết đoàn viên - An toàn nẻo đường video VinFast March Week FRI 8h Week SAT 11 8h Short Tự hào thương hiệu Việt vươn tầm giới video VinFast Youtube Date Time Topic Content Tittle October Week SAT 8h iTVC "Tương lai của hiện tại" November Week THUR 8h Short video "Những biến cố mà vạn vật trái đất phải đối mặt" December Week WED 8h Short video VinFast x Gia đình Hồ Ngọc Hà January Week xxxvii FRI 8h Short video VinFast x Gia đình Hồ Ngọc Hà February Week SUN 8h Short video Tết đoàn viên - An toàn nẻo đường VF8 March Week SAT Appendix 2: xxxviii 8h Short video Tự hào thương hiệu Việt vươn tầm giới xxxix Appendix 3: BUDGET N0 ITEM DETAIL QTY PRICE AMOUNT (VND) - - Youtube iTVC Calculated adverstising budget Youtube ads iTVC and Short video Video Short video Posts Posts - 2.000.000.000 Facebook Contents anh images 69 Instagram Imitate Facebook Posts 30.000.000 150.000.000 300.000 21.000.000 - - - - - KOL 6.000.000 36.000.000 - - 1.000.000.000 - 100.000.000 42 Tiktok iTVC Videos Singer and Fashionist a Calculated adverstising budget Short videos Gia đình Hồ Ngọc Hà Google Google ads Google shoping TOTAL EXPECTED COST INCURRED xl - 3.307.000.000 3.472.350.000 5% Appendix 4: iTVC 1) It will focus on using electric motors that are environmentally friendly and reduce noise  xli 2) A product from a Vietnamese brand, for Vietnamese people 3) The VF8 not only possesses high-tech features but is also very luxurious xlii Appendix 5: Appendix 6: xliii Appendix 7: Appendix 8: xliv Appendix 9: Appendix 10: xlv Appendix 11: Appendix 12: xlvi Appendix 13: Appendix 14: As the flow is stopping at the Internet Marketing xlvii Appendix 15: Program Xe cũ đổi xe Khách hàng Loyal New journey, traveling everywhere Items Quality Cost (VND) 10 million VND voucher 20 million VND voucher 50 million VND voucher 10% discount voucher 100 50 10 Promotional posts Post in Kenh14 Test drive the car - Vehicle maintenance - Promotional posts Travel ticket Poster Standee 400 12 12 Promotional posts 10,000,000 20,000,000 50,000,000 100,000,000 Internal staffs 7,000,000 Internal staffs 500,000,000 Internal staffs 500,000 50,000 200,000 Internal staffs ESTIMATED COST INCURRED (5% of estimated cost) TOTAL xlviii Total cost (VND) 1,000,000,000 1,000,000,000 500,000,000 300,000,000 7,000,000 400,000,000 200,000,000 600,000 2,400,000 3,410,000,000 170,500,000 3,580,500,000 Appendix 16: Objectives Business Selling 10.000 cars Marketing 25% Penetration Rate Increase Brand awareness up to 75% Communication Increase Brand Interest up to 60% xlix Measurement Numbers of cars sold Number of First time Buyers Share of Voice Share of impressions Organic, direct and refernal traffic to VinFast's platforms Branded Search Volume Social shares in Facebook and Instagram Backlinks Social Engagement Total likes & followers Organic, direct and refernal traffic to VinFast's platforms Social Engagement Retention rate Number of Marketing qualified leads Scoll Depth on social media content In-View Time for iTVC Interaction Time for iTVC Objects Advertising iTVC Xe cũ đổi xe mới Sales Khách hàng Promotion Loyal Hành trình mới, vi vu muôn nơi Press Conference Brand PR Activation Event Sponsorship Internet Social Media&Digital Ads Interval/Time Weekly Weekly After launching under days Daily After launching under days Facebook Weekly Instagram Tiktok Youtube Monthly Google Total Estimated Costs l Method Tracking platforms: - Google Analytics - Facebook Analytics - Instagram Analytics - Tiktok Analytics - Youtube Analytics - Surveys & Focus Groups 100,000,000 VND = 45% Focus Groups & 55% Tracking platforms (collect & analyze data using premium versions) ... 24 v LIST OF ABBREVIATIONS Ad: Advertising CEO: Chief Executive Officer IMC: Integrated Marketing Communication iTVC: Internet Television Commercials LCD: Liquid-crystal display... tại” Slogan “Tương lai tại” Program 5.1 Internet Marketing 5.1.1 Objectives, KPIs & Timeline Table 1: Objectives, KPIs & Timeline of Internet Marketing xvii 5.1.2 Main Activities A detailed content... Group 5: Intermediaries Objectives 3.1 Business objectives 3.2 Marketing objectives 3.3 Communication objectives .9 3.4 Market potential