(TIỂU LUẬN) INTEGRATED MARKETING COMMUNICATION explain the communication process using asales promotion activity that you have seen heard recently to demonstrate the process

THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING Branch: Marketing Major: Integrated Marketing Communication FINAL REPORT INTEGRATED MARKETING COMMUNICATION Group members Nguyễn Trần Anh Khoa Đoàn Trần Phú Khang Lưu Thị Phương Grade: CLC_19DMA04 Grade code: 2111702049704 Ho Chi Minh City, 2021 THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING Branch: Marketing Major: Integrated Marketing Communication FINAL REPORT INTEGRATED MARKETING COMMUNICATION Group members Nguyễn Trần Anh Khoa Đoàn Trần Phú Khang Lưu Thị Phương Grade: CLC_19DMA04 Grade code: 2111702049704 Ho Chi Minh City, 2021 TABLE OF CONTENTS TABLE OF CONTENTS i Question The Communication process Illustration by a sales promotion activity Question Introduction 1.1 Overview of the company 1.2 Vision - Mission - Core Value 1.3 Overview Puma Fast Rider products 1.4 Target market IMC objectives 2.1 Target 2.1.1 Business goals and marketing goals 2.1.2 Communication goals Target Audiences 3.1 Main Target Audience 3.2 Supported Target Audience Program 10 4.1 Creative strategy 10 4.2 Media Strategy 12 4.3 Detailed Action Plan and Timeline 20 4.4 Budget 24 Measurement and Control 26 SAMPLES 28 REFERENCE a i FIGURE Figure 1.1: The Commnications Process Figure 1.2: Poster of delicious restaurant in my district with a discount of 60% Figure 6.1: Poster of Puma “Cool Dad” celebrating “Farther Day” 28 Figure 6.2: Coupon Discount 30% of Puma 28 Figure 6.3: Puma’s Discount Poster for “Back to School” 29 Figure 6.4: Poster anouncing the release of Puma Fast Rider product 29 Figure 6.5: Banner anouncing the release of Puma Fast Rider product 29 Figure 6.6: Gift of Puma’s mask to celebrate Tet 30 Figure 6.7: Tickets to Color Me Run 2022 with main sponsor Puma 31 Figure 6.8: Brand identity for the campaign to bring back the Puma Fast Rider line 31 TABLE Table 2.1: Framework Program Table 4.1: Detailed Action Plan and Timeline 20 Table 4.2: Budget 24 ii Question 1: Explain the communication process Using asales promotion activity that you have seen/ heard recently to demonstrate the process The Communication process: The communication process refers to a series of actions or steps taken in order to successfully communicate The communication process involves eight basic elements - sender/source, receiver, encoding, decoding, channel message, response, feedback, and noise Receiver’s Field of Experience Sender’s Field of Experience Sender/ Responce Feedback Source Noise Figure 1.1: The Commnications Process Sender: It is a business or individual or organization that has the ability and desire to convey a message to the recipient Source: Person or means of representation used by individuals, organizations, or businesses to convey messages and information to recipients Encoding: The sender begins with the encoding process wherein the sender uses certain words or non-verbal methods such as symbols, signs, body gestures, etc to translate the information into a message The sender’s knowledge, skills, perception, background, competencies, etc has a great impact on the success of the message, requiring the sender to study the receiver's experience region to encode appropriately Channel: The Sender chooses the medium through which the sender wants to convey a 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 Oral, virtual, written, sound, gesture, etc are some of the commonly used communication mediums Message: Once the encoding is finished, the sender gets the message that he intends to convey The message can be written, oral, symbolic or non-verbal such as body gestures, silence, sighs, sounds, etc or any other signal that triggers the response of a receiver Decoding: The receiver interprets the sender’s message and tries to understand it in the best possible manner An effective communication occurs only if the receiver understands the message in exactly the same way as it was intended by the sender Receiver: synonymous with the target audience, it includes many groups Is the object that the business targets, including the target market - there are many different group segments Noise: The Noise shows the barriers in communications There are chances when the message sent by the sender is not received by the recipient A message is subjected to a variety of external factors that distort or interfere, its reception Noise can take many forms, including a radio playing in the background, and any other distractions that prevent the receiver from paying attention Feedback: The Feedback is the final step of the process that ensures the receiver has received the message and interpreted it correctly as it was intended by the sender It increases the effectiveness of the communication as it permits the sender to know the efficacy of the audience's message Response: The response of the receiver can be verbal or non-verbal Illustration by a sales promotion activity: QUÁN NGON QUẬN MÌNH, VỪA NGON LẠI VỪA GẦN KHAO 60% BAEMIN x TRẤN THÀNH Figure 1.2: Poster of delicious restaurant in my district with a discount of 60% Sender: Baemin Source: MC Trấn Thàà̀nh Credibility: At that time, Tran Thanh was extremely hot in the eyes of women thanks to the program “ Người Ấy là ai”, trusted by women as a love strategist Therefore, Tran Thanh has enough credibility and is suitable for the topic of the Clip "Phụ nữ nên yêu an toàn hay yêu thú vị ?" Attractiveness o Similarity: Tran Thanh has many vlogs about eating on Youtube, loves to eat and has his own restaurant o Familiarity: Tran Thanh is a KOL with great coverage that will attract the attention of a large number of viewers o Likeability: Tran Thanh had a positive image and was loved by many people Power: with inspirational and experiential sayings, she is trusted by women as a "master of love" in both love affairs and food choices Encoding: Baemin encoded the message of a love story through Tran Thanh's images and sounds Baemin compared his message when choosing food to choosing a lover: safe love is being faithful to a restaurant near home, while interesting love is like the adventure of discovering delicious dishes in a faraway place And Tran Thanh's charismatic image and voice, he convinced the "sister association" to choose a person who is both safe and interesting, as well as choosing Baemin to eat a dish that is both delicious and intimate Using Baemin's unique font brings friendliness and uniformity with color, with the feature of the font set being for Vietnamese letters, limiting the height for all accented letters, to the standards The theme is fully displayed to convey the message "no need to go to restaurants far to enjoy delicious food, nearby restaurants are also delicious and get a discount of 60%" Channel: Youtube, Instagram, Facebook, OOH Message: Quán ngon quận mình, Vừa ngon lại vừa gầà̀n khao 60% Decoding: Based on each customer's experience area, there will be different ways to encode the message, they will understand the message that Baemin wants to convey to the recipients, which are orders placed at shops and restaurants in the city The area in which the customer is living will receive a discount of 60% Choosing a restaurant person is like choosing a lover Should women love safe or interesting, just like hungry, should eat at a good restaurant or a nearby restaurant? Establish customers' thoughts and perceptions about food choices through emotions, causing them to act on campaign goals Choose a man like only women can answer, choose a restaurant that is both delicious and intimate, let BAEMIN take care of it! Receiver: All customers but mainly female customers and residents of each district in Saigon and Hanoi Noise: Interruptions caused by other TVCs, network connections, watching two TVCs at the same time External factors when viewed such as: sound of vehicles, voices of family and friends Feedback: The clip created a debate about women, about love, cleverly integrated in choosing a restaurant, resulting in the campaign receiving 11,410 comments, praise and criticism, making the clip become viral Top 7/10 featured campaigns on social networks in May 2020 (according to Buzzmetrics report) Response: creating debate in the online community, the TVC segment became viral on the online community, improving brand awareness in the market, achieving high communication efficiency Question 2: CASE STUDY Introduction Overview of the company Puma SE (official brand name PUMA) is a large German multinational company with its headquarters in Herzogenaurach, Bavaria, Germany The company was founded in 1924 by Adolf and Rudolf Dassler with the original name Gebrüder Dassler Schuhfabrik PUMA specializes in the production of fashion shoes and sports shoes for football, running, gym training, golf and motor racing PUMA reflects a 65-year history of creating agile product designs for the fastest athletes on the planet and pursuing whatever comes next, in terms of performance innovation, cultural trends, fashion and style With sales of more than billion euros and a total staff of about 14,000 by 2020 The brand now distributes product lines in more than 120 countries and is distributed in Vietnam by Maison JSC Vision - Mission - Core Value Puma’s Vision Statement Puma’s corporate vision is “to be the most desirable and sustainable Sport Lifestyle company in the world.” This vision statement aligns with “PUMA Vision,” which is the corporation’s main thrust for its sustainability efforts The following are the components of Puma’s corporate vision statement: Most desirable Most sustainable Sport Lifestyle company Worldwide strategic positioning Puma’s mission Statement Puma’s corporate mission is “to be the Fastest Sports Brand in the world.” This mission statement is encapsulated in the company’s mantra, “Forever Faster,” which highlights the strategic aim of being ahead of the competition in the sporting goods, apparel, and accessories industry In this regard, Puma’s corporate mission statement has the following main components: Fastest Sports brand Worldwide market reach Puma’s core value Puma core values comprise “be brave, confident, determined, and joyful.” The company adopted the values that characterize the best athletes in the world to make it clear that this brand is at the same level That is its identity Overview Puma Fast Rider products The Fast Rider was developed by the son of founder Rudolf Dassler, Armin A Dassler, in the 1980s The "Fast Rider", a milestone in PUMA sports shoe development, was developed by shoe technician Armin Dassler, who implemented the ingenious idea for the PUMA “Federbein” sole in a jogging shoe, known for its cushioning properties The upcoming Fast Rider OG features the shock-absorbing Federbein outsole with a rider foam midsole for high rebound It comes in the original vibrant, 80’s inspired colorways and includes a lightweight upper made out of breathable nylon with suede overlays, minimal padding and lining 1.4 Target market: Vietnam IMC objectives Target Puma Fast Rider is an old product of fashion company Puma Therefore, marketing campaigns in general as well as communication in particular will focus on building an ancient but modern product image in the minds of sneakerheads and sports enthusiasts and vintage style 2.1.1 Business goals and marketing goals Business objectives: Add 600,000 new customers to buy and use Puma Fast Rider products Marketing objectives: Increase the level of interaction with the brand Increase consumer loyalty to the product 2.1.2 Communication goals Reaching nearly 3,000,000 main target customers globally to access PUMA Fast Rider products Reach at least 1,800,000 customers after approaching and product awareness will switch to Likeing Reach 500,000 new customers Reach 100,000 loyal customers and use the brand's Puma Fast Rider products Can connect Puma with the style and fashion philosophy of Generation Z and Millennials of Vietnam 4.3 Detailed Action Plan and Timeline Content Tools Social Đen Vâu’s TVC “Old But Cool” Media + Facebook Ads: 15s ad from TVC Internet Viral Clip “Old But Cold” of LowG, Ricky Advertising Star, Lăng LD, Tlinh, HIEUTHUHAI, Yuno Bigboy, Sol7 TVC “Cool Dad” Social Media Introduction of Puma Fast Rider products on Facebook Fanpage, Instagram Website of Puma Vietnam Post New Year greetings and sale announcements directly in store and ecommerce platforms on social media fanpages Announcement accompanying the Color Me Run festival about 20 2022 Post a discount notice on April 30 - May Event Create a contest “Outfit Cool” with Puma The Old School Out Of Billboard Den Vau x Puma Fast Rider "Old Home but Cool" Billboard "COOL DAD" Poster, Banner Den Vau x Puma Fast Rider “Old but Cool” Poster, Banner 20% discount for some products Led advertises discount products for Tet holiday Led advertising, Banner program 20% off for International Labor Day and Vietnam Liberation Day Led advertising, poster program 30% off on all products for "Father's day" Poster, Banner announcing promotions for "Back to School" 21 PUMA poster accompanies Color Me Run festival 2022 Guerrilla Marketing Sale program " Cùà̀ng Puma đón Tếế́t" on Lazada, Tiki, Shopee and at the store (gift mask) Flash Sale Programs Sale Promotion Promotions and discounts on International Labor Day and Vietnam Liberation Day 30% off program “Cool Dad” to celebrate Father’s Day at Lazada, Tiki, Shopee and in stores Voucher 30% discount on some products and Puma Fast Rider series PR Electronic Introducing new products Puma Fast Rider media on online Vietcetera, HNBMG, “ĐẸP” magazine Review about Color Me Run festival with main sponsor Puma Post about "Father's day" discount program on Fanpage Facebook, Instagram Introduction and analysis of the advertisement 22 Rider on Vietcetera, “ĐẸP” magazine Black Vau uploads TVC on his personal Social page LowG, Ricky Star, Lang LD, Tlinh, HIEUTHUHAI, Yuno Bigboy, uploads Viral Clip on their personal Social pages Sponsor the activities of Color Me Run festival 2022 Chau Bui’s Vlog about retro style Than Kinh Giay’s Vlog Review Puma Fast Rider products Fabo Nguyen’s Vlog shopping Puma Fast Rider for “Father’s Day” Send Notification to customers about product information with 10% discount voucher for PUMA stores on Shopee, Lazada… Direct Marketing Implement Affiliate Marketing KOLs on Instagram with purchase links on e-commerce platforms Shopee, Lazada 23 4.4 Budget Tools Con Đen Vâu’s TVC “Old Social Media + Internet Facebook Ads Viral Clip of LowG, R Tlinh, HIEUTHUHAI TVC “Cool Dad” Advertising Social media Post on Fanpage, Insta Billboard + cost rent Out Of Home Poster, Banner + cost Led advertising + cost Guerrilla Marketing + Sale program "Cùà̀ng P Tiki, Shopee and at th Sale Promotion Flash Sale Programs Promotions and discou the holiday April 30-M 30% off to celebrate F Tiki, Shopee and at th Voucher 30% off som Electronic SNKRVN Viecetera 24 HNBMG media “ĐẸP” magazine Sponsor the activities o festival 2022 PR Chau Bui’s Vlog about Than Kinh Giay’s Vlog Rider products Fabo Nguyen’s Vlog sh Rider for “Father’s Day Send Notification to cu product information wi voucher for PUMA stor Direct Marketing Lazada… Implement Affiliate Ma KOLs on Instagram wit e-commerce platforms 25 Measurement and Control ❖ Stage 1: Advertisement: Viral Video Ad awareness rate reaches 50% At least 5,000,000 views (Youtube) and reactions on Social Media channels The percentage of people sharing the content of Video reaches 40% Virality Ectronic media Rate of content displayed to online consumers: over 50% CTR (Click Through Rate) click/click rate 7-8% Advertisement: TVC “Old But Cool” Increase brand coverage and awareness by 60% ROI increased by 25% Social media: Audience Growth Rate increases by 25%/quarterly Applause Rate of each post reaches at least 10,000 interactions Virality rate: in TVCs or viral clips posted on social media platforms, articles reach at least 30,000 likes with a viral rate of 45%  Stage 2: Advertisement: TVC “Old But Cool” Increase coverage and brand awareness by 10% compared to Stage ROI increased by 5% compared to stage PR: Chau Bui's Vlog views are at least 300,000 The percentage of tickets sold at Color Me Run festival reaches 90% of the specified tickets Direct marketing: Customer response rate reaches 60% Minimum turnover of each order is over million VND 20% conversion rate  Stage 3: Advertisement: TVC “COOL DAD” Increase brand coverage and awareness by 70% ROI increased by 20% Personal selling: Rate of customers accessing the product: at least 500,000 customers Sales: 10 approaches with people buying the product Recognition rate from Activation Booth 60% Direct marketing: Customer response rate reaches 60% Minimum revenue per order million VND 20% conversion rate 26 Risk analysis and contingency plan STT Incident channel Viral Clip TVC Influencer, KOL Media publications 27 Fanpage article Activation booth SAMPLES Figure 6.1: Poster of Puma “COOL DAD” celebrating “Father’s Day” 28 Figure 6.2: Coupon Discount 30% of Puma Figure 6.3: Puma’s Discount Poster for “Back to School” Figure 6.4: Poster announcing the release of Puma Fast Rider product 29 Figure 6.5: Banner announcing the release of Puma Fast Rider product Figure 6.6: Gift of Puma's Masks to celebrate Tet 30 Figure 6.7: Tickets to Color Me Run 2022 with main sponsor Puma Figure 6.8: Puma brand identity for the campaign to bring back the Puma Fast Rider line 31 REFERENCE Andrews, C J., & Shimp, T A (2017) Advertising, Promotion, and other aspects of Integrated Marketing Communications (10th ed.) Cengage Learning M, M (2016, July 9) What is Communication Process? definition and meaning - Business Jargons Business Jargons https://businessjargons.com/communication-process.html Quán Ngon Quận Mình (2021, April 29) Advertising Vietnam https://advertisingvietnam.com/tag/quan-ngon-quan-minh Lumen Learning (2016) Determining IMC Objectives and Approach Retrieved from https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-determining-imc- objectives-and-approach/ Lumen Learning (2016) Principles of Marketing Retrieved from https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-determining-imc- objectives-and-approach/ Lumen Learning (2016) Stages and Types of Strategy Retrieved from https://courses.lumenlearning.com/wm-principlesofmanagement/chapter/stages-and-types-of- strategy/ Niosi, A (2020) Strategies & Tactics – An Open Guide to IMC Pressbooks https://kpu.pressbooks.pub/openimc/chapter/imc-plan/ a ... 1: Explain the communication process Using asales promotion activity that you have seen/ heard recently to demonstrate the process The Communication process: The communication process refers to. .. The Noise shows the barriers in communications There are chances when the message sent by the sender is not received by the recipient A message is subjected to a variety of external factors that. .. Feedback is the final step of the process that ensures the receiver has received the message and interpreted it correctly as it was intended by the sender It increases the effectiveness of the communication