(TIỂU LUẬN) BRAND CAMPAIGN x men real men

BRAND CAMPAIGN Instructor: Mr Hoang Vu Quoc Anh Team member: Hoang Van Hoan Nguyen Vu Cam Tu Mai Van Huy Nguyen Thi Thanh Thuy Abstract The year 2020-2021 is a year of many fluctuations, and many changes in the market due to the Covid epidemic X-men wants to create a new campaign to revive youth in life, create close relationships with current and potential customers, build and develop brand identity TABLE OF CONTENT EXECUTIVE SUMMARY SITUATIONAL ANALYSIS STATEMENT OF NEED TARGET PUBLICS STRATEGY GOALS & OBJECTIVES KEY MESSAGE TACTICS BUDGET EVALUATION REFERENCE LIST APPENDICES Executive Summary The X-Me brand is a men's personal care brand, belongs to ICP which currently has two main shareholders, Marico and Mr Phan Quoc Cong - Founder and General Director of ICP At the end of 2003, when the shampoo market was still dominated by two giants, Unilever and Procter & Gamble (P&G) At the same time, there are several additional shampoo brands to choose, such as DoubleRich, Enchanteur, Palmolive However, all of the shampoos listed above are geared towards a single demographic: women Only Unza's Romano had a foothold in the men's shampoo market at the time But Romano only focuses on shower gel and Romano is the brand that comes with Enchanteur as a byproduct Recognizing the untapped market for male-specific care products, X-Men took the opportunity and launched X-Men shampoo with the slogan "X-Men real men" The brand has made a difference in the market and competes with major competitors Situational Analysis X-men have a good level of brand awareness, most of which are known about the brand through TVC advertising on TV, while activities, outdoor advertising or events have not been promoted Young customers using social networks are a group of potential customers and account for a large market share in this industry X-men owns a fanpage with more than 200,000 likes and followers However, this has not been applied to reach the public better, the events take place quite few and have not attracted many audiences Statement of Need X-Men is one of the brands in the men's care market In the early days, X-Men made a difference when it specifically targeted shampoos for men and created new consumption habits for this customer segment, however, other brands such as Romano, Clear men, Head & Shoulder, … also started to enter, making X-Men no longer as prominent as before and brand recognition decreased X-Men aims to solve this problem through the campaign "X-Men Challenge the bravery of men" to attract attention from the community, while promoting increased brand awareness Increasing brand awareness is a top priority for the X-Men Target Publics The campaign is aimed at X-men's target group, who are 18-45 years old However, it will focus more on the group of students and young people who always want to express themselves, accept change to show the bravery of a man to assert himself in front of his lover, family and friends This target group also has a very high frequency of using social networks, one of which is tiktok This is also the target group that will become a group of customers with long-term loyalty, great spread, helping to convey the campaign's message well and increase brand recognition Strategy This year's campaign is held in the period from September to November 2021, aiming to reach closer to the youth audience, increase links with this audience through a contest on Tiktok and X-men festival day offline The campaign also cooperates with Tiktokers, popular artists with young people to create attraction and boost up the campaign Creating media buzz through advertising on social networks and Kenh14 is an entertainment newspaper that attracts a lot of young people This is also a campaign organized for the purpose of reactivating youth after Covid days in Vietnam Goals & Objectives G1: Increasing brand awareness through social media and websites - Increase the number of fanpage’s involment to over 250.000 follower, 1000 shares, 500 comments and 20.000 reactions on the campaign posts in months of doing the campaign - With the ability to provide 60 articles/month equivalent to articles/day, increase the amount of interaction on Facebook social network by 10% on Facebook fanpage: XMEN Vietnam within months of running the campaign G2: Public outreach of the campaign - Received more than 1000 contest participants, more than 1000 entries with hashtags, shared within month of the contest - Received more than 2000 registration tickets to participate in the festival on X-Men's fanpage before the event begins on November 1, 2021 Side objective: - Increase revenue on e-commerce platforms by 10%, the goal is to be achieved by the end of December 2021 Key message In order to continue with the previous media theme of X-Men that women are getting stronger and stronger, they need a brave man, the key message of this campaign will be "X-Men - Challenging the bravery of men" With this message, we want to promote the bravery of men so that they can show their strength, personality and style in front of the female -Meme posts, men's -Achieve funny stories Information 33 - Communicating through online newspapers such as Channel 14 and updating information on the official website xmen.com.vn to attract more people about this brand event - Cooperate with invited singers such as Toc Tien, Soobin Hoang Son, Isaac, in "EDM Night" to post events related to the event on personal accounts on social networks to drive engagement as well as increase reach and brand awareness of the X-Men Budget 34 “X-Men – Brave!” Apply for an organization license Event staff, PGs Food and drinks Rent a stadium QK7 Equipment (tables and chairs, setting up stage, game area, ) Decoration (gate, booth, ) Invite singers Soobin Hoang Son, Toc Tien, Issac, Hire MC 35 PR post about the contest on Kenh14.vn Write articles about the contest of KOLs (3 people) Leaflets Banner Money for reporters Brochure distributed during the festival Rewards (X-Men products) Design 36 The contest: “Nhan sắc lên đời, chờ ngày chơi” Prize for the person with the most votes: Voucher 500,000 VND and product combo VND including: • X-Men Clean & Fresh shower combo 2in1 • Wood Deodorant Spray • X-Men hair wax products • X-Men Wood Perfume 1.000.000 The second prize: • Voucher worth 500,000 VND VND • X-Men Clean & Fresh 2in1 shower combo • Wood deodorant spray The third prize: 37 • X-Men GO helmet • Combo Clean & Fresh 2X Healthy Shampoo Consolation prizes: • Combo of Detox X-Men Go shampoo and shower gel • Detox X-Men Go Cleanser • X-Men Hair Wax Cost of cooperation with tiktoker + gift products 25.000.000 VND Cost of advertising on social networks 36.000.000 VND 64.500.000 VND 38 COSTS INCURRED 100.000.000 VND TOTAL TEMPORARY COST 39 Evaluation At the end of each week from the start of the campaign, use Google Analytics to report on social media performance assessment and offer measures to promote if communication effectiveness is low or not achieved Conduct post-campaign surveys to see if the campaign has achieved the set goals, has changed in customer identification and purchasing behavior, the surveys include: • Survey of brand awareness • Survey the awareness of the media campaign • Survey how well the public remembers and understands media messages • How does the campaign impact brand awareness and sentiment? • Does the campaign have consumer behavior? Specifically, the rate of users of the brand's products, the percentage of customers who recommend the brand to others • Public opinion on how the brand's campaign message is conveyed 40 The survey will be published on the fanpage and sent directly to those who have participated in the program of the campaign 41 Reference list Adrien Hoang, Yifan Zhou, Yuan Chang, Ziwei Xiao, Qi Wu (n.d.) docs.google.com/document/ Retrieved 2021, from docs.google.com: https://docs.google.com/document/d/1dhy_n_8Z9gTOYurVRENP A5ApBAAk5ofoptppCPKNgog/edit/ buzzmetrics.com/mang-xa-hoi-phat-trien-nhu-the-nao-phan-2-truong-thanhhoa-mang-xa-hoi/ (2018, April 13) Retrieved from buzzmetrics.com: https://buzzmetrics.com/mang-xa-hoi-phat-trien-nhu- the-nao-phan-2-truong-thanh-hoa-mang-xahoi/?fbclid=IwAR3yIX_JC1DiQSQQHv5rmtyA0VCYbryGFznqAe13TgI_B1ScEXTr ycjRY0M/ Do, N (2020, January 4) gtvseo.com/facebook-marketing/giaquang-cao-tren-facebook/ Retrieved from gtvseo.com:https://gtvseo.com/facebook-marketing/gia-quang-cao-trenfacebook/ ivyprep.edu.vn/xac-dinh-muc-tieu-theo-nguyen-tac-smart/ (2015, August 27) Retrieved from ivyprep.edu.vn: https://ivyprep.edu.vn/xacdinh-muc-tieu-theo-nguyen-tac-smart/ 42 marico.com/global/brands/x-men (n.d.) Retrieved from marico.com: https://marico.com/global/brands/x-men/ shopee.vn/xmen_officialstore (n.d.) Retrieved from shopee.vn: https://shopee.vn/xmen_officialstore?fbclid=IwAR0ih3LRr0gya0F sfPbV9XE/ specials.laodong.vn/chuyen-doi-so-tai-viet-nam-va-nhung-thongke-an-tuong-2021 (2021) Retrieved from specials.laodong.vn: https://specials.laodong.vn/chuyen-doi-so-tai-vietnam-va-nhung-thong-ke-an-tuong-2021/ Appendices Appendix 1: SWOT Analysis Strength short dynamic and creative thinking, abundant financial resources understands grasps the right time and operates customers development Marketing 43 - The brand has a pioneering cause a domino effect that affects advantage in the field of male use, other brands creating a difference and - The product has not created a impression in the hearts of users solid position, communication channels are not diversified, - The name and image of the mainly through TVC brand is Western-style, hitting the Vietnamese-born mentality - Communication activities are aimed at correcting the message, bringing high efficiency and creating high awareness for users - Always know extension files increasingly the to product's meet diverse the needs of users Oportunity - Accounted Threat for 7% of the - The product is not clearly general shampoo market share, different from competitors in the ranked 5th in the market Leader market in the market share of men's - Big brands, financial potential shampoo and experience are entering the - The brand originates from fierce competition for market Vietnam, so it is easy to receive share the trust of domestic consumers - Fast-moving products, so the loyalty of consumers is not high, 44 - Demand and consumption they easily change their trends for men's personal care choices products are increasingly focused - People's income and living standards are increasing day by day The development of marketing tools helps the message and product image to be advertised more widely (Source: Brand Audit of X-men) Appendix 2: Full list of target media Media outlets/ Link Social media pages X-men’s facebook X-men for Boss’ https://www.facebook.com/XMENVietnamOfficial http://x-men.com.vn/xmen-boss facebook X-men’s website http://www.x-men.com.vn/ 45 Marico’s website Kenh14’s website Kenh14’s facebook Appendix 3: X-men brand audit (2021) 46 ... prize: 37 • X- Men GO helmet • Combo Clean & Fresh 2X Healthy Shampoo Consolation prizes: • Combo of Detox X- Men Go shampoo and shower gel • Detox X- Men Go Cleanser • X- Men Hair Wax Cost of cooperation... X- Men took the opportunity and launched X- Men shampoo with the slogan "X- Men real men" The brand has made a difference in the market and competes with major competitors Situational Analysis X- men. .. customer segment, however, other brands such as Romano, Clear men, Head & Shoulder, … also started to enter, making X- Men no longer as prominent as before and brand recognition decreased X- Men aims