(TIỂU LUẬN) END OF COURSE ESSAY INTEGRATED MARKETING COMMUNICATIONS (IMC) IMC plan for PUMA ( in purpose to launch PUMA fast rider collection in vietnam market )

MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING FACULTY OF MARKETING END OF COURSE ESSAY: INTEGRATED MARKETING COMMUNICATIONS (IMC) Class: CLC_19DMA09 Code: 2111702049709 Majors: Integrated Marketing Communications (IMC) Lecturer: MS Nguyen Thi Minh Ngoc Hồ Chí Minh City, 2021 0 MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING FACULTY OF MARKETING END OF COURSE ESSAY: INTEGRATED MARKETING COMMUNICATIONS (IMC) Class: CLC_19DMA09 Code: 2111702049709 Đỗ Ngọc Tuấn Anh 1921005341 Nguyễn Văn Tuấn Anh 1921005357 Lê Nhật Huy 1921005450 Hoàng Ngọc Bảo Anh 1921005347 TP Hồ Chí Minh, 2021 0 THE MEETING VERSION ASSESSING THE COMPLETION OF THE JOB Mode: Online meeting Members present: Full The member is absent / Reason: No Chair of the meeting (Team leader): Do Ngoc Tuan Anh The evaluation results are agreed and summarized as follows: STT Name Student ID Completion level Đỗ Ngọc Tuấn Anh 1921005341 100% Nguyễn Văn Tuấn Anh 1921005357 100% Lê Nhật Huy 1921005450 100% Hoàng Ngọc Bảo Anh 1921005347 100% 0 TABLE OF CONTENTS Question 1.1 Explain the communication process 1.2 Using a sales promotion activity that you have seen/ heard recently to demonstrate the process 1.2.1 Sender 1.2.2 The source 1.2.3 Encoding: 1.2.4 Message 1.2.5 Channel 1.2.6 Decoding 1.2.7 The Receiver 1.2.8 Response 1.2.9 Feedback 1.2.10 Noises Question 2: IMC Plan for PUMA ( in purpose to launch PUMA Fast Rider collection in Vietnam market ) 2.1 Introduction 2.1.1 Shoe market in Vietnam 2.1.2 Trends and Behaviors of GenZ and GenY : 2.1.3 Introduction of PUMA 2.1.4 Introduction about the collection: 2.2 IMC objectives 2.3 Target audiences 2.3.1 Target audiences 2.3.2 Relevant target audiences 2.4 Program 2.4.1 Creative strategy: 2.4.2 Media Strategy: 10 2.4.3 Detailed action plan 11 0 2.4.3.1 Advertising 11 2.4.3.2 Personal selling 17 2.4.3.3 PR 18 2.4.3.4 Sale Promotion 20 2.4.4 Timeline and budget 23 2.5 Measurement and control 24 2.5.1 Advertising: 24 2.5.2 Personal selling 25 2.5.3 Sale Promotion 26 2.5.4 Pr 27 0 TABLE OF FIGURES ( not include figures in appendix ) Figure Poster of Sale promotion program of GUMAC Figure :PUMA Fast Rider Billboard presumption ( For illustrative purposes only ) 13 Figure :PUMA Fast Rider Poster presumption ( For illustrative purposes only ) 14 Figure Puma discount code 22 Figure Price off deal poster 22 0 TABLE OF TABLES ( not include tables in appendix ) Table : Target audiences Table : Expense plan table 19 Table Press release plan 19 Table Puma genuine stores in Viet Nam 20 Table Implementation 23 Table total Budget 24 Table :Contingency plan of advertising 25 Table Contingency plan of Personal selling 25 Table : Contingency plan of Sale Promotion 26 Table 10 : Contingency plan of PR 27 0 Question 1.1 Explain the communication process The communication process ( figure in appendix ): The communication is a dynamic process that begins with the conceptualization of ideas by the sender who then transmits the message through a channel to the receiver, who in turn gives the feedback in the form of some message or signal within the given time frame It include several elements: • The Source/Sender: This is the person or organization that has information to share with another person or group of people The source may be an individual or a nonpersonal entity • Encoding: The process of putting thoughts, ideas, or information into a symbolic form • Message: This contains the information or meaning the source hopes to convey It may be verbal or nonverbal, oral or written, or symbolic It must be put into a transmitted form that is appropriate for the channel of communication being used • Channel: This is the method by which the communication travels from the source or sender to the receiver • Decoding: This is the process of transforming the sender’s message back into thought It is heavily influenced by the receiver’s frame or reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation • The Receiver: This is the person(s) with whom the sender shares thoughts or information They mainly are the consumers in the target market or audience who read, hear, and/or see the marketer’s message and decode it • Response: This is the receiver’s set of reactions after seeing, hearing, or reading the message • Feedback: This is the part of the receiver’s response that is communicated back to the sender • Noise: This is the unplanned distortion or interference, it distorts or interferes with the message that affects the receiver’s reception 1.2 Using a sales promotion activity that you have seen/ heard recently to demonstrate the process Illustration by a sales promotion activity of GUMAC 0 Figure Poster of Sale promotion program of GUMAC Poster for the sale of the New Year's Eve sale program of the fashion brand GUMAC Event time: 16:00 on January 26 - 21:30 on February 1.2.1 Sender GUMAC JOINT STOCK COMPANY The company was established in August 2015, GUMAC is the fastest growing fashion brand in Vietnam with a store system with nearly 90 showrooms nationwide 1.2.2 The source The model featured on the poster was chosen for: Source Credibility: Models are not only young and beautiful She doesn't have any scandals so her image is very reliable with customers Source Attractiveness: Similarity: Models create similarities between themselves and the recipient of the message that when they buy GUMAC products they will be able to dress as good as this model Likeability: Affection for the source resulting from physical appearance Source Power: Perceived scrutiny: The image of a model wearing GUMAC's outfit brings customers excitement and better understanding of the product This makes customers have a more positive view when deciding to buy the product 0 1.2.3 Encoding: Verbal: Written word GUMAC: Brand name Sale ends to celebrate Tet - 50% off all products: the meaning GUMAC wants to convey the message that GUMAC will discount all products by 50% for customers to buy Tet items With a design that emphasizes the 50% figure of the entire product to make the receiver notice at first sight Graphic: Drawings Pictures: The poster design with red and apricot flowers in the lower right corner creates an association with Tet holiday, the fabric in the background and the model (the source) create an association with fashion and how the receiver will look alike when they use GUMAC fashion Appeal: Both logical, rational minds of consumers and to their feeling and emotion, GUMAC designed a poster to inform (news) that the status of all GUMAC products will be discounted by 50% (price) in the future, slogan Sale sold out Tet holiday creates excitement and demand for customers who want to buy Tet holiday items Execution: Straight sell and Imagery combination style: Introducing that GUMAC will reduce all products by 50% and the graphic design and images create an association with the Tet season and GUMAC's fashion and products when used by customers 1.2.4 Message Mainly, GUMAC wants to inform customers that they will reduce the price of all products by 50% during the time before Tet so that customers can buy goods to welcome Tet, besides that customers will look like models when using GUMAC's fashion 1.2.5 Channel Non-personal Facebook Social Media Advertising: While social media advertising may be Non-personal or personal, this Poster is aimed at a large audience of not just isolated individuals, however if Customers feedback and receive advice from GUMAC's staff when interacting online on social networks or calling this event after communicating will be personal interaction (Personal channel) Includes both personal and non-personal A part of GUMAC also targets WOM, the word of mouth communication between individual receivers when they receive a message will spread to people around them such as friends and relatives when they receive a message from GUMAC 0 Contingency plan: Table :Contingency plan of advertising Failure evaluation criteria Contingency plan TVC: The survey shows that viewers have many negative comments about TVC, comments, interactions on social networks are less or have a negative trend TVC: Change the media channel or change the TVC duration more reasonable through research from the survey Billboard: Surveys show that viewers not pay much attention and make many negative comments about the advertisement Billboard: Design another billboard template that is more relevant to the audience through research from the survey Poster: Surveys show that viewers not pay much attention and make many negative comments about the advertisement Billboard: Design another billboard template that is more relevant to the audience through research from the survey Influencer Marketing: Interactions with Influencer Marketing: Terminate the video reviews or a poor or negative advertising contract and ask the partner review post, in addition, there may be to cancel the video, review the post if negative problems arising with the image necessary, and offer a cooperation plan of the partner with another partner 2.5.2 Personal selling Evaluation criteria Based on the increase in product consumption of PUMA in general and PUMA Fast Rider in particular when compared to other collections Contingency plan : Table Contingency plan of Personal selling Failure evaluation criteria Contingency plan 25 0 When the consumption of Focus on checking the customer consultation PUMA Fast Rider products process along with improving communication skills does not reach the target in with customers and supplementing additional month training courses for the consulting staff 2.5.3 Sale Promotion Evaluation criteria Measure product usage based on the sales efforts of the company's employees Evaluate the number of new potential customers of the company through surveys to receive incentives Measure product consumption based on online shopping app during promotional period Contingency plan: Table : Contingency plan of Sale Promotion Failure evaluation criteria Contingency plan Staff attitude is not good Training for sales staff again The number of customers accessing information is limited Increase running of ads on the internet, social networking platforms Page does not attract attention, impressions are low, interaction is poor Run ads for the company, invite the currently singing influencers to livestream interviews The number of people participating in the event did not meet the expectations Increase discount percentage for sale products, attach more attractive rewards Sales did not increase after implementing the program Review email content is engaging, modify communication 26 0 2.5.4 Pr Evaluation Criteria: Measure the reach of customers to Puma through review articles posted on forums and groups Measure the increase in potential customers through Color TDT Run 2022 program sponsored by Puma on online newspapers Contingency plan: Table 10 : Contingency plan of PR Failure evaluation criteria Contingency plan The message conveyed to the customer is not effective Change the content in the next period Poor post engagement Use images of Influencers using products to increase customer interaction Influenced by the same brands that want to sponsor the program Negotiate and use appropriate policies for mutual benefits 27 0 APPENDIX Appendix : The communication process figure Appendix : PUMA Fast Rider collection figure Appendix : Pyramid of Communications Effects figure 0 Appendix : Fabo Nguyen and his shoe collection figure Appendix : Duyet Fashion figure 0 Appendix : Quang Hai 0 Appendix : Bui Tan Truong Appendix : Bong Tim Appendix 10 : Phi Vi Appendix 11 : Color TDT Run 2022 0 Appendix 12 : Detail of timeline and budget Advertising: Timeline: TVC :1/1/2022-30/6/2022 Billboard :1/01/2022-30/06/2022 Poster :1/1/2022-30/6/2022 Influencer marketing : 1/2/2022-28/2/2022 Budget : TVC, poster, billboard: Factors Cost Influencer (Quang Hai) 100.000.000 Tvc, poster, Billboard design 200.000.000 Total Cost 300.000.000 0 Billboard Street 2- sheet billboards Location No 199 - 205, Nguyen Thai Hoc Street, Pham Ngu Lao, District 1, Ho Chi Minh City 1.322.500.000 Ho Chi Minh city No 322B, Xo Viet Nghe Tinh Street, Ward 25, Binh Thanh District, Ho Chi Minh City 120m2 1- sheet billboards Rental Cost 528.000.000 Ha Noi capital Linh Dam Lake, Giai Phong, Hanoi 400.000.000 2.250.000.000 VNĐ Total Cost Influencer marketing Rental costs for Fabo Nguyen : Factors Cost Video review on Youtube 20.000.000 Post a review on Facebook 5.000.000 Post a review on instagram 4.000.000 PUMA Fast Rider Gift 1.000.000 ( = Cost accounts for 65% of the shoe's value) 0 30.000.000 Total cost Table of rental costs for Pham The Duyet : Factors Cost ( VNĐ ) Video review on Tiktok 10.000.000 Post a review on Facebook 4.000.000 Post a review on Instagram 3.000.000 PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of the shoe's value ) Total cost 18.000.000 Table of rental costs for Bui Tan Truong : Factors Cost ( VND ) Video review on Tiktok 30.000.000 Post a review on Facebook 7.000.000 Post a review on Instagram 5.000.000 PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of the shoe's value) Total cost 43.000.000 0 Table of rental costs for Bong Tim Factors Cost ( VNĐ ) Video review on Tiktok 15.000.000 Post a review on Facebook 10.000.000 Post a review on Instagram 3.000.000 PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of the shoe's value) Total cost 29.000.000 Table of rental costs for Phi Vi Factors Cost ( VNĐ ) Video review Tik Tok 11.000.000 Post a review on Facebook 3.000.000 Post a review on Instagram 2.500.000 0 PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of the shoe's value) Total cost 16.500.000 Total cost table for Advertising Billboard 2.250.000.000 Fabo Nguyên 30.000.000 Duyet Fashion 18.000.000 Bui Tan Truong 43.000.000 Bong Tim 29.000.000 Phi Vi 16.500.000 Quang Hai, TVC, Poster, Billboard design 300.000.000 Total cost 2.686.500.000 Personal selling Tool: Time: months ( 1/1/2022-30/6/2022 ) Budget: Cost of training, building a team of consultants: 600,000,000 VND Total cost table for Personal selling Time Budget months 600.000.000 VNĐ 0 Sale Promotion: Time 1/05 - 30/6 Contest: time 1/5- 30/5 Award table for employees Prize First prize 20 million dong and Puma discount coupons cost million dong The second prize 10 million and Puma discount coupons million dong The third prize million and Puma discount coupons cost million dong Fourth Prize million dong and Puma discount coupons cost million dong Total cost 200.000.000 Coupon: 15/6 – 30/6 Budget table for coupon 10% discount/1 product 200,000đ 10,000 Coupon 2.000.000.000d Total Cost 2.200.000.000d Price of deal: Time 1/6-6/6 0 Budget table for Price off deals 1000 products 10% 200.000.000d 700 products 20% 280.000.000đ 300 products 30% 180.000.000d Digital Mar 30.000.000d Total cost 700.000.000đ Total cost of Sale Promotion Activities Total cost Contest 3.200.000.000 VND Coupon Price of deal PR Tool Time: Write review articles: 10/4/2022 Internet: 8/04/2022-30/4/2022 Sponsor Color TDT Run 2022: May 18, 2022 Press release: May 15, 2022 and May 20, 2022 Budget PR: Activities Price 0 Review Article Posts on groups: 50,000 people Review Article: group posts for million Total 9,000,000 VND Internet SEO standard PR article writing service: articles ( 5,000,000 VND ) Snkrvn Magazine Snkrvn Magazine: page 38,000,000 VND Youth Newspaper Online PR cost : ( 40,000,000 VND ) Sponsor Program funding: VND 1,000,000,000 Online PR and social media PR cost ( 20,000.000 VND ) Social media PR cost : ( 7,000,000 VND ) Gifts: 75,000,000 VND (5,000 for $15,000) Total: 1,075,000,000 VND Total cost 1.194.000.000 VND 0 ...MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING FACULTY OF MARKETING END OF COURSE ESSAY: INTEGRATED MARKETING COMMUNICATIONS (IMC) Class: CLC_19DMA09 Code: 2111702049709... Question 2: IMC Plan for PUMA ( in purpose to launch PUMA Fast Rider collection in Vietnam market ) 2.1 Introduction 2.1.1 Shoe market in Vietnam 2.1.2 Trends and... 18% of target market (Generation Z and Millennials - gen Y) in VietNam Liking: Achieve liking of PUMA Fast Rider collection by 10,3% of target market (Generation Z and Millennials - gen Y) in VietNam