FINAL EXAMINATION REPORT INTEGRATED MARKETING COMMUNICATION (IMC)

MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING  FINAL EXAMINATION REPORT INTEGRATED MARKETING COMMUNICATION (IMC) MAJOR: MARKETING SPECIALIZATION: MARKETING MANAGEMENT COURSE CODE: 2111702049707 Group’s members: Trần Văn An MSSV: 1921005335 Nguyễn Hà My MSSV: 1921005532 Cao Thị Minh Nguyệt MSSV: 1921005572 Phạm Ngọc Thu Phương MSSV: 1921005617 Class: CLC_19DMA07 Ho Chi Minh City, 2021 MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING  FINAL EXAMINATION REPORT INTEGRATED MARKETING COMMUNICATION (IMC) Group’s members: Trần Văn An MSSV: 1921005335 Nguyễn Hà My MSSV: 1921005532 Cao Thị Minh Nguyệt MSSV: 1921005572 Phạm Ngọc Thu Phương MSSV: 1921005617 Class: CLC_19DMA07 Instructor: Đỗ Ngọc Thiên Hương Ho Chi Minh City, 2021 TABLE OF CONTENTS Question 1: THEORY EXPLANATION 1.1 The communication process: 1.2 Illustration by a sales promotion activity: Question 2: IMC PLAN of PUMA Introduction: 1.1 About PUMA 1.2 Market Overview: Objectives: 2.1 Business objectives: 2.2 Marketing objectives: 2.3 IMC objectives: Target audiences: 3.1 Primary target: 3.2 Second Target: 10 Program: 11 4.1 Insight: 11 4.2 Big idea: 12 IMC plan: 13 5.1 Campaign idea: Classic but not obsolete 13 5.2 Campaign execution time: months (1-6/2022) 13 Detail plan: 15 6.1 Stage 1: Cognitive stage 15 6.2 Stage 2: Affective stage: 16 6.3 Stage 3: Behavioral stage: 18 6.4 Complementary activities: 19 Action Plan: 20 Budget: 22 Measure and risky control: 24 10 Risk Management: 25 Question 1: THEORY EXPLANATION 1.1 The communication process: - Sales promotion: A sales promotion is a marketing strategy where a business will use short-term campaigns to spark interest and create demand for a product, service or other offers Sales promotions can have many objectives and ideal outcomes, which we will explore in detail throughout this article Primarily, sales promotions are used to motivate buying behavior or trigger an uptick in purchases in the short term, in order to reach a benchmark or goal Although the immediate purpose of a sales promotion is an uptick in sales, there are plenty of other benefits to building out a strategic sales promotion technique with your marketing team - Sender: The sender is an individual, group, or organization who initiates the communication This source is initially responsible for the success of the message The sender's experiences, attitudes, knowledge, skill, perceptions, and culture influence the message - Encoding: The first step the sender is faced with involves the encoding process In order to convey meaning, the sender must begin encoding, which means translating information into a message in the form of symbols that represent ideas or concepts This process translates the ideas or concepts into the coded message that will be communicated The symbols can take on numerous forms such as, languages, words, or gestures These symbols are used to encode ideas into messages that others can understand When encoding a message, the sender has to begin by deciding what he/she wants to transmit This decision by the sender is based on what he/she believes about the receiver's knowledge and assumptions, along with what additional information he/she wants the receiver to have It is important for the sender to use symbols that are familiar to the intended receiver A good way for the sender to improve encoding their message, is to mentally visualize the communication from the receiver's point of view - Source: The source is the organization with the message to communicate Developing an effective advertising and promotional campaign, a firm must select the right spokesperson to deliver a compelling message through appropriate channels or media Source, message, and channel factors are controllable elements in the communications model - Channel: The Sender chooses the medium through which they want to convey his message to the recipient It must be selected carefully in order to make the message effective and correctly interpreted by the recipient The choice of medium depends on the interpersonal relationships between the sender and the receiver and also on the urgency of the message being sent Channels of communication are of two types: + Personal communication channels: Includes face to face, phone, mail, and Internet chat communications + Non-personal communication channels: Includes media, atmosphere, and events - Message: 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 - Receiver: The receiver is the person for whom the message is intended or targeted They try to comprehend it in the best possible manner such that the communication objective is attained The degree to which the receiver decodes the message depends on his knowledge of the subject matter, experience, trust and relationship with the sender - Response: The receiver's series of reactions after seeing, hearing, or reading a message is called a response Recipients’ responses ranged from unobservable actions (such as storing information in memory) to immediate actions (such as clicking on an online advertisement to go to a marketer’s landing page or website or dialing a toll-free number to order an advertisement on TV) The product - Feedback: Marketers are very interested in feedback, that is, part of the receiver's response is communicated back to the sender Feedback can take many forms, closing the loop in the communication stream and allowing the sender to monitor how the expected message is decoded and received - Noise: Throughout the communication process, the message will be affected by external factors that may distort or interfere with its reception This unplanned distortion or interference is called noise Errors or problems in message encoding, distortion of radio or television signals, and interference at the receiving point are all examples of noise When you are watching commercials on TV or listening to radio commercials, if there is a signal transmission problem, it will obviously interfere with your reception, thereby reducing the impact of the advertisement 1.2 Illustration by a sales promotion activity: Example: All-Free Beer Name of the promotion program: "Extremely adventurous house party, No redoubt" Sales promotion: ALL-FREE barley-flavored beverage first appeared in Vietnam With signature RICE flavor, no sugar, no calories, ALL-FREE RICE Beverage will bring you a perfectly smooth experience, surprisingly refreshing and with many offers when buying on Lazada Mall & Shopee Mall is like buying packs (6 bottles) and getting pack right away Sales promotion when you buy bottles of ALL-FREE barley beverage (330ml/Can) and get free 330ml drinking cup Or when buying ALL-FREE beverage at a vending machine, you will receive a phone card worth 50k-100k-200k Sender: barley-flavored beverage ALL-FREE Encoding: - Verbal: written word: The slogan "House party is extreme adventure, no lie Xieu" appears on posters, banners placed at points of sale such as supermarkets, websites, fanpage, retail points,etc - Graphics: Pictures: The image of ALL-FREE barley beverage with a hearty meal including seafood and a combo of complimentary water cans amuses and excites viewers - Musical: Videos: introducing the passionate and surprisingly refreshing taste of barley beverage, the first time available in Vietnam With the presence of player Tran Dinh Trong sharing the message that ALL-FREE wants to convey is the joy and positivity "The house party is extremely adventurous, not extravagant" - Animation: Action: The act of joining the party at the beach, accompanying all the fun has ALLFREE barley beverage, first available in Vietnam Speed: playful, fast Source: ALL-FREE accompanies the Vietnamese team with the promotion program "Watching the ball with extreme adventure, not in the air" There was the presence of player Tran Dinh Trong, who represents the ALL-FREE brand because of its youthfulness - dynamism and shows the patriotic spirit that ALL-FREE wants to convey to Vietnamese fans ALL-FREE sponsors “WATCH THE FUCKING BALL, THE WORLD CUP SEASON DOESN'T SURPRISE” With ALL-FREE barley-flavored beverage, the atmosphere at home is just as hot and magnanimous as at the Dubai courtyard during the night hours Let's join ALL-FREE with the Vietnamese team to their best, with fiery matches, with crispy snacks and a relaxed, no-fuss spirit Message: Giving away cans of ALL-FREE barley beverage for consumers to have a new experience with the beverage that first appeared in Vietnam: NO sugar, NO calories and especially 0.0% alcohol, help you join the fun anytime, anywhere without worry! Have fun at the party house with ALL-FREE Channel: All-Free Vietnam Fanpage, Suntory Pepsico website, All-Free Vietnam Youtube channel, Shopee Food, at major supermarket channels (BigC, Co.opmart, VinMart, Green Bach ), store channels convenience (Circle K, Ministop) Receiver: Products aimed at mature customers, especially All-Free's barley and alcohol-free flavors will help young people and women join the fun and party anytime, anywhere Response: They will learn more about the product, go to youtube to watch ALL-FREE beer videos, read reviews & comments, find more information about the promotion and then try the product Or people will help mention their friends in the comments and even share the post on their profile Feedback: All-Free Beer can get Feedback through All-Free beer's Facebook posts Or customers can give feedback through retailers and or All-Free beer's customer care system Noise: Advertising activities are noisy, so the message of All-Free beer cannot be conveyed Customers when viewing ads are doing something different, or competitors' ads are attractive and easy to remember Or the Fanpage and customer care system of All-Free beer have not responded to customers' inquiries and not support the message well Question 2: IMC PLAN of PUMA Introduction: 1.1 About PUMA 1.1.1 History: The journey began with two brothers with a talent for making sports performance enhancing shoes Rudolf and Adolf Dassler founded Dassler Brothers Shoe Factory in 1924 Their first major break was in the 1936 Olympics when world class athletes sported Dassler spikes and won gold medals Puma was founded by Rudolf Dassler in 1948 and the assets from the old business were divided equally between the brothers Following the split from his brother, Rudolf originally registered the newly established company as Ruda, but later changed the name to Puma 1.1.2 Present: PUMA is one of the world’s leading sports brands; designing, developing, selling and marketing footwear, apparel and accessories Over the last 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet PUMA offers performance and sport-inspired lifestyle products in different categories The PUMA Group distributes its products in more than 120 countries, employs more than 10.000 people worldwide and is headquartered in Herzogenaurach, Germany 1.1.3 Logo: Today Puma still uses the logo introduced in 1988, which is almost the copy of the 1980’a version, but with the lines of the letters straightened and softened The logo grips a notion of strong and chic icon with the help of a leaping animal and bold font A distinguished impression is immediately cast on the spectator, narrating the kind of image the company possesses - Fonts: The typeface used in the current wordmark somewhat resembles the one that was created in 1957 by Rudolf Dassler Again, round shapes dominate, and there are no sharp angles However, the current typeface is more solid and the letters have been slightly altered - Trust: Loving the Puma brand and love the classic style → Insight: They are lovers of the Puma brand and are interested in the classic (retro) style They wanted to go back to the 80s styles they were used to and highlight their style and identity But the retro style in Vietnam is still not popular, so they feel hesitant and lack confidence, lost when bringing the product in front of the crowd - Customer journey: The difference in big products and the fact that buying is more about the feeling when buying, the customer will fall under the “Affective the Feeler” file and the IMC campaign will follow the Model: Feel-learn-do with psychological consideration 4.2 Big idea: 4.2.1 Big Idea “Cổ điển không cũ”: Changing the way of thinking about the classic image will be "outdated", creating a stable mentality, bringing hope for a newness but still keeping the "retro" core element Inspired by retro style: The Puma Fast Rider collection blows a new breath into the sports fashion village of 2022 with the expectation of bringing a new breath to Gen Z in Vietnam With the desire to bring back the classic beauty and no less dynamic, Puma fast riders will create a new style for young people to break out of the comfort zone and have some freedom of the beauty of the 80s Retro is coming”: With the desire to spend psychological preparation, retro style will be returned to the Vietnamese fashion village through the Puma Fast Rider collection “Life is retro - retro in style”: Inspired mainly by the 80s, Puma Fast Rider is aimed at Gen Z customers, so it is necessary to combine it well with real life and style retro It can be considered that the retro of the Puma version is a creative, dynamic combination but still retains the look of the classic 80s 4.2.2 Key message: Step with PUMA, Back to the Retro: - Rational value: Puma will offer customers the very successful 80s Puma running shoes with a very light weight - Sentimental value: Let customers experience the Retro style they have tried or are interested in and make Retro style popular in the community This will make the customer confident and ready to try and experience the style 4.2.3 Tone of voice and personality: Welcoming - Dynamic - Happy 4.2.4 Source: Model H'Hen Niê and actress Lien Binh Phat: - Credibility: These two Sources have experience in retro style and have a certain understanding of this style In addition, they also have an active 12 and sporty style that is known by many people They fit Puma's style and goals - Attractiveness: H’hen Niê and Lien Binh Phat and target customers have similar lifestyles, styles and interests They often expose customers to programs and activities that are known to their target customers In addition, they are also admired by their target customers for their looks and style - Power: H’hen Niê and Lien Binh Phat can positively influence the perception of target customers Source shares that customers are aware of Puma and Source's interest 4.2.5 Main guests in IMC campaign: Dancer Quang Anh and Rapper Den Vau: These two main guests have the interest of their target audience and have styles that can support Puma's campaign goals IMC plan: - Models of the Response Process: Innovation adoption model (Awareness → Interest → Evaluation → Trial → Adoption) - J2BD: Increase awareness of target audience by 70% about Puma Fast Rider collection in Vietnam market Use magazine, TV and social media ads with meaningful messages Drive interest in the Puma Fast Rider brand and collection among 90% of your target audience Media touchpoints reach the target audience effectively, receiving 70% positive feedback from the public and 70% preferred target audience 5.1 Campaign idea: Classic but not obsolete 5.2 Campaign execution time: months (1-6/2022) 5.2.1 Reasons for choosing the time: - Spring is the time when consumers consume a lot of goods for the purposes of caring, cleaning, decorating their home after a long busy year, and welcoming a more decent new year - Spring is also the time when many businesses create communication campaigns to attract customers - Close to the summer, there are many dynamic activities for young people Stage 1: Cognitive Stage 2: Affective Phase 3: Behavioral stage stage stage 13 Time months months months Purpose Create awareness of the retro style of the Puma brand and the Puma Fast Rider collection - Motivate curiosity - Puma's positioning about the Puma Fast speakers reach rider collection customers Key hook “Retro by the years” Puma with retro Main activities Create a short retro video compilation related to Fast Rider's collection Digital Display Ads, - Create a festival that DOOH brings together - Create trends on brands with retro Tiktok and filter on collections to attract customers with a Instagram passion for this style - Collaborated with famous singers to make MV Complement ary activities Create discussions on Facebook groups; Bumper Ads; KOLs; Pop-up ads via app; Microsite KOLs; Microsites; PR articles; Social Email/SMS posts; Pop-up ads via Marketing; Pop-up apps, Partnership ads via app, PRs Touch point Facebook, Youtube, Facebook, Tiktok, Facebook, Youtube, Tiktok, Instagram; Instagram, Youtube, PR articles; DOOH KOLs PR articles; DOOH; KOLs Cost (VND) 1.200.000.000 (15%) 3.200.000.000 (40%) 2.800.000.000 (35%) - Motivate consumers -Retaining customers to buy products and acting as a bridge for the next campaigns 14 life is a retro - retro in style Detail plan: 6.1 Stage 1: Cognitive stage - Main activities: Puma created a short video called “Nostalgia” about vintage fashion trends in the 80s, 90s and now in Vietnam - Purpose: Bring back the nostalgia of old fashion beauty and create connection with current customers - Format: Short video (10-15s) - Channel: Official website of the company, Fanpage of the company on Facebook, Instagram, YouTube and Tik Tok - Mood: Dynamic, fun, with a classic impression - Content: The short video "Nostalgia" (10-15s) will remind customers of the retro fashion image in the 80s and the application of that style in the present time With that content will create a connection and attract customers, especially the young generation Z and Millennials who love retro style - Message: Retro will be a style that always impresses and connects with people over time - Key hook: “Retro by the years” - Complementary activities: + Buzz Marketing on Social Media: Create a discussion on Facebook groups of gen Z (Gen Z style, "Spine" genZ ) about their thoughts and interests and favorites about Retro style, including mention of the set Puma Fast Rider collection + Themes: such as Retro with genZ, Retro imprint + Facebook/Google /YouTube Ads: Running ads about video “Nostalgia” 15 + PR/KOLS: + Newspapers/websites: Kenh14, Zing News, ThanhNien, Tuoi Tre, Spiderum, Vietcetera + Collabs with KOLs: Popular artists are interested and love classic styles such as: Ho Ngoc Ha, Den Vau, Liem Binh Phat 6.2 Stage 2: Affective stage: 6.2.1 Main activities: Combining the MV "Back to the retro" by H' Hen Niê with Den Vau: - Goal: Inspire retro style of Puma through music, Curiosity about Puma Fast Rider collection - Format: Music MV - Channels: Youtube, Facebook, Instagram, Tiktok - Mood: Dynamic, fun, Retro - Content: The music video will have styles that have changed from the 80's to the present, incorporating the image of Puma through each period In each style of each period, there will be feelings of young people at that time, activities, feelings and emotions will be expressed in a dynamic and joyful way With these images, Genz will be interested in Retro style and Millennial will be reminded of a style that they have experienced - Easter egg: In the MV, there will be pairs of Puma Fast Riders with different designs for viewers to recognize the collection - Message: Join Puma to revive the Retro era 16 - Element Viral: + Stories of retro styles through the ages + Musicalizing the Retro style, the sound will contain the style of the 80s, reminding people of the dynamism of the previous decade + Evoking the curiosity of young people with retro style 6.2.2 Display ads, DOOH: “Puma with Retro” - Content: The image of the Puma Fast Rider collection combined with the Source is Hennie with a design inspired by the 80's style - Purpose: Reach the subject at touchpoints - Channels: Social media, DOOH, Microsite - Location: big cities directly under the central government (Billboard, LED screen in shopping malls, airport, apartment building, ) 6.2.3 Tik Tok challenge “Retro dance”: - Content: Dance choreographer Quang Anh will create a retro-style dance to the music of the MV while wearing Puma shoes with trendy and easy-to-follow movements The Tik Tokers will join the retro dance with friends and relatives - Purpose: Reach the target audience - Mood: Fun, retro - Reason for choosing: + Trends that are easy to play and easy to implement for young people, helping to increase brand awareness among target customers + Hot Tik Tokers will have a great influence on the target customer group: - Channel: Tik Tok will be the main channel, Puma will reup interesting videos on Puma's FB and INS 6.2.4 Filter and hashtag on Instagram “Puma with Retro”: - Content: Puma will collaborate with a technology company to create a filter "Puma with retro" as well as an audio clip on Instagram for people to use to upload their stories In addition, Puma will create a Hashtag "#PumawithRetro" so that users can tag posts with the appearance of the Puma Fast Rider collection 17 - Purpose: Motivate target customers to be curious about the Puma Fast Rider collection - Mood: trendy and retro - Channel: Instagram is the main channel, Puma will reup interesting posts or stories on Puma's FB and INS 6.2.5 Complementary activities: - Social media: + Always-on content on Facebook and Instagram + Tell stories about Retro style and the Puma brand + Introduce and guide how to play Tik Tok challenge “Retro dance” and filter on Instagram - Facebook/Google /YouTube Ads: + Run ads about MV and challenge Tik Tok and Instagram filters + YouTube Adi, run key visuals of the campaign - PR/KOLS: + Newspapers/websites: Kenh14, Zing News, ThanhNien, Tuoi Tre, Spiderum, Vietcetera + Divided into phases: Phase 1: Introducing the Puma Fast Rider collection Phase 2: Talk about Puma's creative and investment marketing activities for the Puma Fast Rider collection and has achieved strong coverage in the market - Email/SMS: Send emails to existing Puma customers - Trade Marketing: During the campaign period, customers who shop at Puma's store will receive a gift for the Puma Fast Rider collection 6.3 Stage 3: Behavioral stage: - Main activities: After a long time of avoiding the epidemic, Sneaker Fest - the most anticipated fashion and street culture event has officially returned with the name “Sneaker Fest Impact Con: Retro” + Sneaker Fest Impact Con in 2020 monumental comeback with fans in the topic “life is a retro - retro in style” - Recreate, take the image of " " reincarnated as a representative image 18 + The event organized at Nguyen Du Gymnasium (116 Nguyen Du, Ben Thanh Ward, District 1, Ho Chi Minh City) + Organizing the ideal playground for young people's sneakers, retro style enthusiasts, from buying, selling, exchanging, to legit checking, auction + Time: 7am - 9pm + Number of participants: unlimited number of participants + Reason for joining: to help young people who participate have the opportunity to meet influential figures in retro culture, revive PUMA's style Some performances that young people can participate in such as taking souvenir photos, watching fashion shows, cleaning sneakers, workshops, talk shows with celebrities, minigame exchange games with different rewards are also featured a factor contributing to the newness of the program + Attract customers who are passionate about the “old but not old” classic style + This is also the only thing at the present time that can satisfy the thirst of the majority of young people who love fashion, sneakers and art in Saigon Here, young people come to attend Sneaker Fest Impact You can always be ready with the best outfit + The event has a scale of attracting 300 sneaker brands from sellers, local brands to global brands + There are more than 1,500 people who are passionate about retro style or want to try this style + Famous guests in the sneaker world such as Fabo Nguyen, 16Typh, Andree Right Hand, 6.4 Complementary activities: 6.4.1 Before the event: The activities that made the name of Sneaker Fest Impact Con such as giveaway draws, raffles, as well as the Trap Room music night with the participation of artists who are stirring up the current underground music market are also positively evaluated 6.4.2 During the event: In the afternoon, the Raptalk talk show included representatives of many generations of rappers, fashion, and culture both past and present such as Fabo Nguyen, 16Typh, Andree Right 19 Hand, sat down and talked and shared experiences with young people here This is the second bright spot showing a "stable" investment in terms of content and knowledge, especially for Gen Z 6.4.3 After the event: - Write PR articles in the press: kenh14.com, participants share feedback on facebook/instagram, - Run ads on social: + PR article: brandsvietnam, kenh14, thanhnien.vn, + Social posts: Facebook, Youtube, Instagram (up photos taken at the event, like and share to receive giveaways, ) + Run Pop-up ads on the website - Partnership: Skechers, 6.4.4 Display ads, DOOH: “life is a retro - retro in style” - Content: Attract customers who are passionate about the "old but not antique" classic style - Helping young participants have the opportunity to meet influential figures in retro culture and revive PUMA's style Some performances that young people can participate in are taking souvenir photos, watching fashion shows, cleaning sneakers, workshops, talk shows with celebrities, and entertaining games - Purpose: Organizing an ideal playground for sneakers, retro enthusiasts for young people, from buying and selling, to exchanging, to legit checking, to auction - Location: Ho Chi Minh city (Billboard, LED screen in shopping mall, airport, apartment building, ) - Divided into phases: + Phase 1: Introducing the Puma Fast Rider collection + Phase 2: Share the values of young people participating in Sneaker Fest Impact Con: Retro Action Plan: 20 PILLARS January - February March - April W W3 W5 W7,8 W W3,4 1, ,4 ,6 1, 2 Phase 1: W W7,8 , HEAVY W W7,8 5,6 MIDDLE Sneaker Fest Impact Con: Retro in 2020 "come back" topic “life is a retro - retro in style” -Run short video ads Run ads about MV and Run ads about the PUMA -Run ads for Kols challenge tiktok and Fast Rider collection reviews about the Instagram filters Post an intro about video "Nostalgia" YouTube Ads, run Sneaker Fest Impact Con: key visual of the Retro campaign Microsite about Puma Fast Rider collection OOH Digital banner/billboard, LED Trade marketing Give gifts when purchasing Puma.'s collection PRs W3, MIDDLE HEAVY Social media - Create short videos Create buzz about released on Facebook, Digital ads, DOOH ads Instagram, Youtube (O2O); Music MV, and Tik Tok Challenge tik tok, - Create discussion on Filter and Hashtag on Gen Z's Facebook Instagram groups Microsite W 1,2 Phase 2: Engagement Phase 3: Amplification Reach and HEAVY frequency Facebook/G oogle /YouTube Ads May - June About Puma's activities 21 About Activities of Sneaker Fest DOOH ads Sneaker Fest Impact Con: Retro Event KOLs Impact Con: Retro Review video Challenge Nostalgia and tik tok collection Puma Fast Riders Mobile/App Review about the Pop-up ads about Puma’s collection Send email/sms to existing Puma customers Email/SMS Budget: State Production of videos 400.000.000 Advertise on Social Media (Facebook, 300.000.000 Youtube, Instagram) Book KOLs, hot Tik Tokers 300.000.000 Book hot fanpage/ group 150.000.000 PR press, electronic information page 50.000.000 Total cost (VND) 1.200.000.000 (15%) 22 Participate in events to receive prizes State Production of videos 800.000.000 Design filter and challenge 150.000.000 Advertise on Social Media (Facebook, 400.000.000 YouTube, Instagram) DOOH (Shopping mall, elevator, 1.000.000.000 Airport) Book KOLs, hot tiktoker 650.000.000 Email Marketing/SMS 50.000.000 PRs 80.000.000 Trade marketing 70.000.000 Total cost (VND) 3.200.000.000 (40%) State Advertise on Social media (Facebook, 400.000.000 YouTube, Instagram) PR press, electronic information page 100.000.000 Event 2.000.000.000 Pop-up ads via website, 50.000.000 23 Email Marketing/SMS 50.000.000 Book KOLs, hot Tik Tokers 200.000.000 Total cost (VND) 2.800.000.000 (35%) Costs incurred 10% ( 800.000.000) Total cost 8.000.000.000 Measure and risky control: Stage 1: Cognitive Stage 2: Affective Phase 3: Behavioral stage stage stage Main activities Create a short retro video compilation related to Fast Rider's collection Digital Display Ads, - Create a festival that DOOH brings together - Create trend on brands with retro Tiktok and filter on collections to attract customers who are Instagram passionate about this - Collaborate with style famous singers to make MV Communica Facebook, Youtube, Facebook, Youtube, Facebook, Youtube, Tiktok, Instagram; Tiktok, Instagram; tion touch Tiktok, Instagram;PRs PRs PRs point KPIs + Over million + Over million + Over reach reach through social reach through social through social media media and PR posts media and PR posts and PR posts + million microsite + million access to + More than 800,000 24 visits + More than million interactions on MXH OOH people attended the + million microsite event + million visits interactions on MXH + million interactions on MXH + million brand mentions and discussions + million views of the MV in the first months + hundred thousand uses of Filters and hashtags on Instagram + hundred thousand people join Challenge on tik tok 10 Risk Management: - - Product quality is not up to expectations: Before hitting the market, the collection's products will be tested for at least month on small subjects to check their quality and liking However, if by the time of launch, it still does not meet expectations, it is still possible to increase awareness of the target audience Disputes when conducting activities: unclear activities, poor quality products and services of Puma or partners: Set out the terms of commitment before performing activities for customers: + Back up all related activities between parties to ensure transparency + Check the quality of products and services that customers receive + There are measures to support / solve immediately when problems occur - Competitors launch similar products before Puma: Observe, find out the strengths of the product compared to competitors: + If Puma's product or service is better, continue to launch the campaign with outstanding features + If products are similar -> continue R&D (if competitor is stronger), compete directly (if competitor is weaker) 25 - - Problems from KOLs, Micro Influencers: Scandal, Failed to book, : Give other options back-up for these cases before starting the campaign Puma needs to have a cooperation contract with clear terms to get the corresponding compensation as well as minimize the negative impact on the brand's image before embarking on cooperation Disease problems: Limit contact with customers (reduced from 30-50% depending on the epidemic situation) During the pandemic, campaigns can still be run with 80% efficiency because most of the brand's activities are heavily focused on digital Events will be held online 26 ...MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING  FINAL EXAMINATION REPORT INTEGRATED MARKETING COMMUNICATION (IMC) Group’s members: Trần Văn An MSSV: 1921005335 Nguyễn... being sent Channels of communication are of two types: + Personal communication channels: Includes face to face, phone, mail, and Internet chat communications + Non-personal communication channels:... a strategic sales promotion technique with your marketing team - Sender: The sender is an individual, group, or organization who initiates the communication This source is initially responsible