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 Ho Chi Minh City, 2022 i TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Ng ii TIEU LUAN MOI download : skknchat123@gmail.com moi nhat TABLE OF CONTENTS LIST OF ABBREVIATIONS LIST OF TABLES EXERCISE 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 1.2.3 Channel 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 2.4.3 Musical 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 1.Introduction 2.Target Audiences 2.1.Group 1: Target Customers 2.2.Group 2: Educators 2.3.Group 3: Community members - mainly Saigon 2.4.Group 4: Media iii TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 2.5.Group 5: Intermediaries Objectives 3.1.Business objectives 3.2.Marketing objectives 3.3.Communication objectives 3.4.Market potential Overview 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 4.1.4 Price range 4.2.Creative Strategy 5.Program 5.1.Internet Marketing 5.1.1 Objectives, KPIs & Timeline 5.1.2 Main Activities A detailed content calendar for all will be shown in Appendix 5.1.2.1 Facebook/Meta 5.1.2.2 Instagram (Vinfastofficial) 5.1.2.3 Tiktok 5.1.2.4 Youtube 5.1.3 Internet Advertising 5.1.3.1 Facebook 5.1.3.2 Instagram 5.1.3.3 Youtube 5.1.3.4 Google (vinfastauto.com) 5.1.4 Budget 5.2.Advertising 5.2.1 Objectives 5.2.2 Timeline 5.2.3 Main Activities 5.2.4 Budget 5.3.Public Relations (PR) 5.3.1 Objectives iv TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 muôn nơi” .21 5.4.4 Budget .21 Measurement and Evaluation 21 Total Budget 22 REFERENCES 23 APPENDIX 24 v TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 giông ba từng ươc mong” The father's talking with the teacher about his daughter's drawing: "Sao cô 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Appendix 3: N0 xl TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Appendix 4: iTVC 1) It will focus on using electric motors that are environmentally friendly and reduce noise xli TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Appendix 5: Appendix 6: xliii TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Appendix 7: Appendix 8: xliv TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Appendix 9: Appendix 10: xlv TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Appendix 11: Appendix 12: xlvi TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Appendix 13: Appendix 14: As the flow is stopping at the Internet Marketing xlvii TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Appendix 15: Program Xe cũ đổi xe Khách hàng Loyal New journey, traveling everywhere xlviii TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Appendix 16: Business Marketing Communication xlix TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Objects Advertising Sales Promotion PR Internet l TIEU LUAN MOI download : skknchat123@gmail.com moi nhat ... skknchat123@gmail.com moi nhat 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 TIEU LUAN MOI download : skknchat123@gmail.com... skknchat123@gmail.com moi nhat 2.5.Group 5: Intermediaries Objectives 3.1.Business objectives 3.2 .Marketing objectives 3.3.Communication objectives 3.4.Market potential Overview