(TIỂU LUẬN) TIỂU LUẬN TRUYỀN THÔNG MARKETING TÍCH hợp (IMC) QUESTION 1 EXPLAIN THE COMMUNICATION PROCESS

BỘ TÀI CHÍNH TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING BÀI TIỂU LUẬN KẾT THÚC HỌC PHẦN TRUYỀN THÔNG MARKETING TÍCH HỢP (IMC) Lớp học phần: 2111702049708 Họ tên: Trần Vương Thái Hiếu Ngô Kiều Phương Vũ Ngọc Thái Nhâm Hải Yến TP Hồ Chí Minh, 2021 TABLE OF CONTENTS Question _ Explain the communication process _ ILLUSTRATION BY SHOPEE’S SALES PROMOTION ACTIVITY _2 PUMA FUTURE RIDER _4 IMC PLAN INTRODUCTION _5 OBJECTIVES TARGET AUDIENCES PROGRAM _11 CREATIVE STRATEGY _ 11 PUMA Future Rider 11 Media strategy _ 12 Advertising _ 12 Sales Promotion 12 Social Media _ 13 Public Relations/Publicity 13 Detailed action plan _ 15 Phase 1: TVC “As if I were a child” 17 Phase 2: Contest “Enjoy childhood games” 18 Timeline and Budget 20 MEASUREMENT AND CONTROL _25 Measurement 25 Control _ 25 QUESTION EXPLAIN THE COMMUNICATION PROCESS Two elements represent the major participants in the communication process, the sender and the receiver Another two are the major communication tools, message and channel Four Figure: A Model of the Communication Process others are the major communication functions and processes: encoding, decoding, response, and feedback The last element, noise, refers to any extraneous factors in the system that can interfere with the process and work against effective communication The sender, or source, of a communication is the person or organization that has information to share with another person or group of people The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a nonpersonal entity (such as the corporation or organization itself) The communication process begins when the source selects words, symbols, pictures, and the like to represent the message that will be delivered to the receiver(s) This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form 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 The channel is the method by which the communication travels from the source or sender to the receiver At the broadest level, channels of communication are of two types, nonpersonal and personal Nonpersonal channels of communication are those that carry a message without direct, interpersonal contact between the sender and receiver Personal channels involve direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media Decoding is the process of transforming the sender’s message back into thought This process is heavily influenced by the receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation The receiver is the person(s) with whom the sender shares thoughts or information Generally, receivers are the consumers in the target market or audience who read, hear, and/or see the marketer’s message and decode it Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception This unplanned distortion or interference is known as noise The receiver’s set of reactions after seeing, hearing, or reading the message is known as a response Feedback is part of the receiver’s response that is communicated back to the sender ILLUSTRATION BY SHOPEE’S SALES PROMOTION ACTIVITY To illustrate the communication process, we use Shopee' sales promotion shown through the following TVC: https://www.youtube.com/watch?v=-EmJh1Fz1pg The sender of this campaign is Shopee Vietnam, however since the company is not the one who directly spoke the message, the source in this case is Park Han Seo, Tiến Linh and Văn Thanh Shopee encoded its message by combining forms: verbal, graphic, musical and animation Throughout TVC, the verbal form blends spoken and written words Highlighted keywords “Miễn phí vận chuyển 11 tháng 11”, “11 tỷ xu voucher”, “Trúng hộ Shopee Siêu Sale ngày 11 tháng 11” These keywords, as well as the time of the show "From 20.10 to 15.11," are displayed on the same screen at the conclusion of the TVC for viewers to easily grasp This information is also synthesized using the Youtube description Song lyrics “Sale hết Shopee” appear twice as a feature  The main images shown through TVC are coach Park Han Seo using the phone (illustration of consumers who are hunting for sale) and the ball game shown by Tien Linh, Van Thanh under Shopee's shirt  TVC is presented as a fiery match, fast-paced rhythm, with the voice actor's voice emphasizing, playful The music is energetic and upbeat, and it's complemented with Shopee's own distinctive notification sound  The animation features Shopee's signature orange hue, and the basic typeface is round, square, proportional, and easy to read, allowing viewers to readily notice the image of the phone in use as well as the "super sale" message Coaches Park Hang Seo, Tien Linh, and Van Thanh's photos were turned into cartoon depictions at the end of the TVC  Message: “ĐÓN CHỜ 11.11 SIÊU SALE - 11 TỶ XU VOUCHER CÙNG CƠ HỘI TRÚNG CĂN HỘ”  Freeship 0Đ  11 tỷ xu voucher  Cơ hội trúng hộ  Campaign run from October 20 to 11.11 Channel: TVC was uploaded on Shopee's official Youtube channel Besides, it also appeared in many other channels such as:  Nonpersonal: Facebook, Instagram, Billboard, Standee,  Personal: Email, word-of-mouth, Decoding: Receivers decoded based on their field of experience, but ideally be able to receive the entire key message Receiver: Every subject saw and heard the TVC Mainly consumers tend to buy on e-commerce sites and often use social networks Typically, they are young people from the last years of Gen Y and Gen Z Because the items offered are quite various in categories and sectors, the campaign's target audiences are diversified in terms of age, income, and so on Noise: The reasons can be varied, such as line speed, receiver distraction, Response/Feedback: Receivers leave comments and questions about the program, message the fanpage to ask about the program, Number of vouchers used, clicks to learn about the program, PUMA FUTURE RIDER IMC PLAN INTRODUCTION No one thinks about PUMA without thinking of the Fast Rider, a legendary shoe from the iconic brand Fast Rider was initially released in the 1980s, when athletics was a prominent activity and young people were getting into running Up to now, it has been 40 years, Fast Rider still maintains its form to re-appear with a new version called “Future Rider” This new shoe retains the basic design aspects of the first generation of Fast Rider, but adds a touch of freshness with the color scheme, material, and shock-absorbent sole The Future Rider is a casual-cool street style featuring a slimmer outsole, TPU heel stabilizer, and lightweight deconstructed upper with minimal padding and lining Its styles join PUMA’s growing FUTRO (future meets retro) designs where styles from the brand’s 70+ year archives are stripped down, rebuilt, and take inspiration from new digital trends in culture from now and into the future The “PUMA Future Rider” IMC plan that takes place from January 2022 to June 2022 will combine Vietnamese cultural elements and FUTRO style with a target audience of Gen Y and Gen Z OBJECTIVES Convincing 600,000 new users  10% increase in sales for PUMA  Increase PUMA's market share by 10% in Vietnam  Increase customer preference for products by 20%  Create awareness and liking for PUMA in an aspirational way that makes PUMA a desire for every Generation Z and Millennials  PUMA Future Rider will be at the top of hot research and spread rumors by Gen Z and Millennials (word-of-mouth)  Create awareness of 90% of the target market over a six-month period  Reaching 80% of the target customers know about the PUMA Future Rider collection after the first media campaign  Reach 70% of the target audience at least three times over the same six-month period  Geographic Demographic Lifestyle Personalities Usage Occasion Benefits Society Reference Family Role Status Self Concept How much their satisfaction about the cost and value of product Motivation Barriers Belief Attitude Time Budget Tagline Objectives Key activity Support activity Channel 16 Phase 1: TVC “As if I were a child” Key activity: The 1.5-minute short clip will be published on 07/01/2022, to raise awareness for the launch date Content: People are feeling overburdened by social expectations They wish to revert to their childhood selves They get together and play traditional games, much like they did before the internet, to recharge their batteries before returning to work better than before Message: Sometimes you simply need to take it easy and be a kid Production house: FREAKY MOTION Founded in 2012, Freaky Motion is a hybrid studio specializing in 3D motion design and VFX Through technology, they deliver a spectacular visual experience and explore more possibilities in every project They are also the production house who created the Biti’s Hunter footage With previous experience working with a shoe brand and a current design language, this production house will be a suitable partner for us to build a modern masterpiece with retro hues Support activities: Early Bird Discount  Discount 15% Future Rider First 100.000 customers purchasing PUMA Future Rider at PUMA Store   From 10 - 16/01 Bamboo Jacks with Future Rider (banh đũa) Customers who visit PUMA's store will be able to play "bamboo jacks," a childhood game Customers who pass each round will earn the equivalent discount (1.5%/round, total 10 round)  Each customer will only get one opportunity  Discount applies to Future Rider shoes only Each customer can buy up to pairs of shoes at a discounted price   From 14/02 - 27/02 MV Sponsor for Lil Wuyn Sponsorship form:  23 pairs of PUMA Future Rider shoes 17  Cash VND 36.800.000 Phase 2: Contest “Enjoy childhood games” Key activity: The contest will run on Facebook from 04/04 - 17/04/2022 50% of the results are determined by popular voting, with the remaining 50% determined by judges Fabo Nguyen and Decao Price:  pairs of PUMA Future Rider shoes  Appear on PUMA Future Rider poster with Decao and Fabo Nguyễn  Dinner with Fabo Nguyễn How to join:  Step 1: Take pictures playing childhood games  Step 2: Write some words about the game Step 3: Post public on personal Facebook with hashtag #puma #futurerider #asifiwereachild #enjoychildhoodgames   Step 4: Invite your friends to vote for you Support activity: E-commerce Flash Sale  Discount 10% Future Rider  On Tiki, Lazada, Shopee Flash Sale 0H on 02/03, 9H on 03/03, 12H on 04/03  18 Phase 3: Challenge “Dress like 90s kids” Key activity: From 23 - 29/05/2022, PUMA will host a "Dress Like 90s Kids" contest on TikTok We will invite KOLs/Influencers to participate in the challenge in order to encourage more participants to join The challenge, which begins before International Children's Day, provides an opportunity for people to reflect on their childhood 100% of the results will be based on the number of interactions with the video Price:   Cash VND 20.000.000 pairs of PUMA Future Rider shoes How to join: Step 1: Take a clip of your childhood style outfit  Step 2: Post public on TikTok with hashtag #puma #futurerider #asifiwereachild #dresslike90skids  Step 3: Invite friends to interact with the video  Support activity: MV Sponsor for Wean & Naomi Sponsorship form:  23 pairs of PUMA Future Rider shoes  Cash VND 36.800.000 PUMA’s Birthday Sale: Discount 20% Future Rider  At store; On website; On Ecommerce Tiki, Lazada, Shopee  From 01 - 07/06  19 Timeline and Budget Timeline Tagline OOH Youtube Social Facebook Media & Instagram TikTok Sales Promotion PR Upload TVC Share TVC Creat TikTok Channel Budget: Internet Facebook advertising v Instagram advertising v Youtube advertising v Tik Tok advertising v Total Cost PR: PR DeCao Fabo Nguyễn MV Sponsor SNKRVN HNBMG Total Cost Community Activities Sponsorship pairs of PUMA Future Rider shoes Bamboo Jacks with Future Rider PUMA will host a "Dress Like 90s Kids" contest on TikTok Total Cost Support Advertisi ng billboards, LCDs, frames, and outdoor LED screens 22 Sale Promotion Early Bird Discount E-commerce Flash Sale PUMA’s Birthday Sale Total Cost Total cost in months: 8.000.000.000 (VND) 23 24 MEASUREMENT AND CONTROL Measurement For maketing campaigns on digital platforms and social networks including social media, MV sponsor, PR article, collaboration with KOLs, Puma Future Rider will cooperate with Nielsen Scarborough to use Digital Ad Ratings and Digital Content Ratings measurement services, besides also using Google Analytics For the PR campain, Puma Future Rider will measure based on the following metrics: brand mentions, sentiment, engagement, social reach, the percentage of positive and negative articles and comments on the post For the Sale Promotion campaign, Puma Future Rider will be measured based on Social Media Reach, Website Traffic, average sales per day during the sale period For advertising and offline activities, Puma Future Rider will conduct a quick survey and mini interview The questions will be related to brands, products and organized campaigns The purpose is to check if customers remember the product, customers remember the campaign and the campaign is really attractive or not, the campaign encourage them to buy? After summarizing the communication campaign, Puma Future Rider will calculate the ROI index, the percentage of the go-to-market campaign, the percentage of market share in the market, and the percentage of target customers who remember the brand Control To control this plan, Puma Future Rider will use the plan control type through main tools: sales analysis, market share analysis, Marketing Expense to Sales Analysis, Financial Analysis, Customer Attitude Tracking Then it will compare with the goal set out at the beginning, see how many percent of the goal has been achieved Then analyze and review the unmet goals In addition, we also propose a backup plan if the covid-19 epidemic situation becomes complicated again for the best optimal control 25 26 ... _ 25 QUESTION EXPLAIN THE COMMUNICATION PROCESS Two elements represent the major participants in the communication process, the sender and the receiver Another two are the major communication. .. at the end of the TVC  Message: “ĐÓN CHỜ 11 .11 SIÊU SALE - 11 TỶ XU VOUCHER CÙNG CƠ HỘI TRÚNG CĂN HỘ”  Freeship 0Đ  11 tỷ xu voucher  Cơ hội trúng hộ  Campaign run from October 20 to 11 .11 ... Throughout TVC, the verbal form blends spoken and written words Highlighted keywords “Miễn phí vận chuyển 11 tháng 11 ”, ? ?11 tỷ xu voucher”, “Trúng hộ Shopee Siêu Sale ngày 11 tháng 11 ” These keywords,