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HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMA nON TECHNOLOGY DEPARTMENT OF INTERNATIONAL RELATIONS GRADUATION PAPER AN EVALUATION OF THE EFFECTIVENESS MARKETING OF EVENT CAMPAIGN OF "BEAUTY DAYS - 2018" UNDER THE PUBLIC'S AWARENESS IN HO CHI MINH CITY by D~ Hai Y~n - 15DH700194 advised by Trin TuAn Anh, MSc Ho Chi Minh City, July 2019 ACKNOWLEDGEMENTS During the time of completing this graduation paper, I have received precious encouragement and support from my University, Department of International Relations (DIR), Mr Vfi Qut5c Anh - Dean of Department of International Relations, my adviser, my parents, my colleagues at Guardian company and my friends At first, I would like to send my faithful thanks to Ho Chi Minh City University of Foreign Languages - Information Technology (HUFLIT) and Department of International Relations which educated and gave me opportunities to develop practical and professional skills I could not implement this graduation paper without these necessary skills Secondly, I would like to express my special thanks to my dear teacher Mr Vfi Qut5c Anh Dean of DIR who gave me the golden opportunity to this wonderful research He had created the best condition for me tofinish this paper as well as giving a great attention and advise on every research progressing Next, I would like to send my deepest gratitude and appreciation to my adviser Mr Trdn Twin Anh - who directly gave me instructions in doing this graduation paper process Without his advice, guidance, experience and knowledge as well as his time and effort, I could not complete this paper effectively Doing this research is a great opportunity for me to gain valuable evaluating and analyze experience, to enhance my professional knowledge and to sharpen my writing skills Especially thanks to my love parents about their big encouragement, I have belief and more motivations in continue doing this paper They have support me not only in financial but also in all aspects to create a good condition helping me to finish my paper Finally, last but not least, I would also like to thank Head of Marketing as well as my colleagues at Marketing Department in Guardian company and my friends who helped me a lot in finalizing this project within the limited time frame Their valuable comments, suggestions on my paper gave me an inspiration to improve the quality of the assignment Thanks for all your encouragement! ABSTRACT Event marketing has been growth fast become the key for companies to reach their target customer due to its strong impact on public awareness The Beauty Days event marketing of Guardian Vietnam Company launched in 2018 at Ho Chi Minh City was a case study to evaluate The purpose of this research was to evaluate the factor of event marketing including online, offline tools and point of sales when the channels applied it make the effect on customer awareness The survey was created to get real statistic of Beauty Days event marketing to find out whether their promoting channel was effective or not Base on the result, some suggestion to improve event marketing under the view of public will be given Keywords: public awareness, event marketing, online tools, offline tools, POSMs .:r.OU I I - I I I I • l.L :lP t\a I I b cdlK1h :ihtit :t.!:lk goo dM.(;J.n.oo" ~ M.s aB.~.d:lt.U :'/.lO'.T ~.aM:.:llL !.~ ~\l.~.Lu.aii~ :t4- EXAMIN~R'S COMMENTS • -G;1•••• £;: ,.c.it!m~ ad t~tnt Mllr kt~ CQ.OC\ru"4 ~;1 :.~~ecu ~ ~~ ~.a2.Q.I.K.:: l.1bI.tc :t4 1u.bli!-.~ ALa.r.' Il.a" ~.o ::H CA iL' ~t.(~r.nifud ,n Jul.fi.1J.~ ~ :!hL 1J.CJlAI'o:.~i .Ar: f.bL d.e~r:f.t- ot brir ln ~fec DtLii(naL &.L~:t.i(t;\j, , ~ ~r Q)(.fd bt ""~.rf.\,.:Hu vYUmbe, ::f.~IJ TABLE OF CONTENTS ACKNOWLEDGEMENTS ABSTRACT ADVISOR'S COMMENTS EXAMINER'S COMMENTS TABLE OF CONTENTS ABBREVIATION TABLE LIST OF CHARTS, FIGURES AND TABLES CHAPTER 1: INTR DUCTI ON • • • • •.• • .• ••••• .•.••.• •.• 1.1 Background 1.2 Objectives 1.3 Reasons 1.4 Scopes and limitations 1.5 Overview of Guardian Vietnam Company 1.6 Overview of Beauty Days event marketing CHAPTER 2: LITERA TU'RE REVIEW 2.1 Theoretical background 5 2.1.1 Definition of event marketing 2.1.2 Objective of event marketing 2.2 Theoretical framework 2.2.1 Overview of the framework 2.2.2 Public awareness vs event marketing 2.2.3 Offline marketing tools 2.2.4 Online marketing tools 10 2.2.5 Social media marketing 12 2.2.6 POSMs effectiveness 13 CHAPTER 3: ME THO DO LOGY 15 3.1 Subjects 15 3.2 Materials 15 3.3 Procedures 16 3.4 Statistic treatment 16 CHAPTER 4: FINDINGS AND DISCUSSIONS 4.1 Description of research statistic 17 17 4.2 The assessment of scale reliability 18 4.2.1 Evaluate the reliability ofthe General knowledge scale 18 4.2.2 Evaluate the reliability of the offline tools scale 19 4.2.3 Evaluate the reliability of the online tools scale 20 4.2.4 Evaluate the reliability of the POSMs effectiveness scale 20 4.2.5 Evaluate the reliability of the effectiveness scale 21 4.3 Exploratory factor analysis (EFA) 21 4.3.1 Analysis of EFA independent variables 22 4.3.2 Analysis of EFA dependent variables 23 4.4 Correlation analysis 24 4.5 Inspection of theoretical models and research hypotheses 25 4.5.1 Building multiple regression models 25 4.5.3 Testing the suitability of multiple regression models 27 4.5.4 The results of multiple regression analysis ~ 4.5.5 Summary hypothesis 28 29 4.6 Descriptive statistics 29 4.6.1 The effectiveness of general knowledge under the public awareness 29 4.6.2 The effectiveness of offline tools under the public awareness 30 4.6.3 The effectiveness of online tools under the public awareness 31 4.6.4 The effectiveness ofPOSMs under the public awareness 31 4.6.5 The effectiveness under the public awareness 32 4.7 Discussion 33 CHAPTER 5: CON CL USI ON 34 5.1 Summary 34 5.2 Recommendation 34 5.2 ~ Awareness of Beauty Days program 34 5.2.2 Awareness of offline tools 35 5.2.2.1 Using suitable activities 5.2.2.2 Using press 35 ~ 36 5.2.3 Awareness of online tools 36 5.2.4 Awareness of POSMs 38 RE FFE NeE S 39 AP PE ND IX 41 ABBREVIATION TABLE DIR Department of International Relations EFA Exploratory Factor Analysis HCMC HUFLIT Ho Chi Minh City Ho Chi Minh City University of Foreign Languages - Information Technology KOLs OA POSMs Key Opinion Leaders Official Account Point of Sale Material LIST OF CHARTS, FIGURES AND TABLES Charts Chart 1: The proportion of samples by gender Chart 2: The proportion of samples by age Chart 3: The proportion of samples by occupation Figures Figure 2.1: Framework for evaluating public awareness of event marketing Figure 2.2: Adapt from figure illustrates classic public relation devices to develop the messages, event marketing activities and deliver it to as many audiences as possible Figure 2.3: Digital marketing Figure 4.1 Residual plots of overall regression Figure 4.2 Normal P-P Plot for Overall Regression Figure 4.3 Histogram chart Table Table 4.1: The results of reliability testing of the General knowledge scale Table 4.2: The results of reliability testing of the offline tools scale Table 4.3: The results of reliability testing of the online tools scale Table 4.4: The results of reliability testing of the POSMs effectiveness scale Table 4.5: The results of reliability testing of the effectiveness scale Table 4.6: KMO and Bartlett's Test for independent variable Table 4.7: Total Variance Explained for Independent variable Table 4.8: EFA matrix of independent factors (2nd EFA) Table 4.9: KMO and Bartlett's Test for dependent variable Table 4.10: Total Variance Explained for dependent variable Table 4.11: EFA of dependent factor Table 4.12: Correlation Table 4.13: Model Summary Table 4.14: ANOV A Table 4.15: Coefficients Table 4.16: Hypothesis testing Table 4.17: Descriptive statistic of general knowledge Table 4.18: Descriptive statistic of offline tools Table 4.19: Descriptive statistic of online tools Table 4.20: Descriptive statistic ofPOSMs Table 4.21: Descriptive statistic of the effectiveness CHAPTERl INTRODUCTION 1.1 Background Vietnam cosmetic market was not a big one as compared to Thailand and Indonesia The statistic by Yano Research Institute (2019) showed that it was only equal one sixth of Thailand and one fifth of Indonesia However, Vietnam was assumed to be one of the most potential cosmetic marketing in South East Asia because of its fast growing The demand of cosmetic and beauty product of women in modem life was very high The research of Asia Plus Company showed that there was an increase from 76% to 86% of Vietnamese women who often use cosmetic in the last years Therefore, Vietnamese cosmetic market was extremely potential with beauty and cosmetic companies (Kengo, 2019) To meet the increasing demand to use beauty products, many cosmetic shop chains had been opened in Vietnam in general and Ho Chi Minh City in specific like Watsons, Medicare and Hasaki Guardian shop chain was also one of the famous ones invested in Vietnam Appearing in Vietnam market since 2011, Guardian company was a potential candidate for the retail cosmetic stores chain (Guardian, 2014) It had caught the trend quickly and become a well-known brand They started building a position in market share of beauty product in Vietnamese market With a stable financial investment and professional in that industry, Guardian had a great opportunity to develop in Vietnam However, like other famous brands, it had to compete each other to gain more market share Therefore, building a good image and spreading out widely brand on public awareness through highlight event marketing were very necessary for both short term and long term of company In September, 2018 Guardian Vietnam first launched a marketing campaign called "Beauty Days" which came from regional Guardian Singapore then expand to Guardian at South East Asia (Guardian report, 2018) Beauty, Days were applied both online and offline tools of event marketing to promote event and through the event to attract more customers There were not any researches before, therefore, this was the first research of evaluation of Beauty Days event marketing on public awareness According to Wagen (2004), evaluation was an area that was frequently neglected following an event There was a claim that this neglect was unfortunate because there were many benefits to be gain from a critique of an event From a quality viewpoint, it allowed those which were involved to learn from previous experience and to improve op~ration For those not involved, it provided a body of information for future planning events (Wagen, 2004) In regard to the important of evaluating public awareness of Beauty Day event marketing tools, it could offer a number of advantages According to George and Michael (2014), it could avoid costly mistakes which was a priority reason that every enterprise consider about Not only in Vietnam but also in other countries, a great number of money to be thrown around with some other understanding of how well it was spent If the program did not achieve its objectives, the board of managers might think back whether or not to continue to send more money on it If the advertising and promotion program was not accomplishing its objectives, not only was the money spent wasted but also bad results might affect other aspects of the company Thus, evaluating the event marketing could help to save money as well as helped the firm maximize its investment (George & Michael, 2014) By evaluating the effective of event marketing on public awareness, the company could choose suitable tools and alternative activities to attract customers Due to Beauty Day situation, this research would figure out which the effective online, offline channels and point of sale materials under the public view The research might help the Guardian manager determine which strategy was most likely to be effective 1.2 Objectives The purpose of this research was to evaluate the effectiveness of event marketing campaign of "Beauty Days - 2018" program by Guardian company under the public's awareness in Ho Chi Minh City 1.3 Reasons Taking part In as a marketing executive for Beauty Days 2018 during the internship time, the writer recognized the importance of event marketing and the way it delivered message and attracted customers For that reason, the writer wished to carry out a research to evaluate the effectiveness of Beauty Days event marketing on public awareness Thus, this research could give a subjective point of view the impact of Beauty Days event marketing under customer eyes To see which part of event marketing had success With the drawback, the finding in this research might help company see through hardly could remember or put company's action in their mind With the same occasion, every store had a quite similar type of program Therefore, company should make a unique event link with Guardian so that when they heard about Beauty Days event name, they think about Guardian and opposite For example, whenever customers see or hear Beauty Days in Valentine, Beauty Days in Halloween, they immediately think about there is a sale promotion in Guardian Besides, when Guardian co-operates with other brand to promote cosmetic product as L'Oreal, Maybelline on their online and offline channels, it might be a good idea to mention Beauty Days together because it makes customer curious and want to know more about the event 5.2.2 Awareness of offline tools 5.2.2.1 Using suitable activities Besides the sale promotions, the giving free sample activities were repeated every event whenever the customers came to buy products on the event This might lead to boredom With high percentage of subjects are young with modern lifestyle including students, Guardian could apply some activities such as: Beauty Days Bus for university tours It could gain more potential customers Moreover, this is an opportunity for the Guardian company to introduce their brand and products closer to their consumers In addition, organizing beauty or makeup workshop at a store sometime could be a fresh wind to the customer so that not only office staff but also other occupation staff can JOIn Moreover, the Guardian company could organize a makeup contest for amateur artists This content could combine all Guardian's online and offline channels which help to gain more the media coverage as well as being able to build a strong network with medium influencer This could make each participant or customer become Guardian's influencer themselves With the strength of variety of cosmetic products, the Guardian company could sponsor for beauty television shows like Vietnam Next Top Model, Vietnam International Fashion Week, Beauty Contest, etc This could raise the brand awareness and position of Guardian company in the market Regarding geographic demography, the Guardian stores are now expanding in others big city of Vietnam such as Da Nang, Vung Tau and are expected to cover all 35 province of Vietnam Therefore, creating activities with good images for women are very important to gain awareness • 5.2.2.2 Using press Although the Beauty Days event applied a lot of costly activities such as the roadshow, appearance of celebrities, they haven't used any press releases With the advantages of using "many KOLs, the Guardian company could build a strong relation with press and journalist to deliver message on official newspaper Some of the magazine that seems to suitable with beauty field of Guardian company such as ELLE, Tiep thi va gia dinh, Ph\! nft, DltP magazine and so on 5.2.3 Awareness of online tools To diver the online channels for audiences easier to reach the Guardian stores information, digital marketing seems to be a good solution With the main public subject is young generation, the Guardian company should approach to their customer more flexible by social media channels Recently, the Guardian company has mainly focused on Facebook channel and this is not enough without taking care of other channels Although • they had used and created account on the other social media platform to deliver information, they haven't taken advantages from its Firstly, regarding Facebook channel, this is one of the most effective online channels nowadays In spite of using Facebook post daily, it couldn't deliver much information and reach to huge potential followers on page In addition, by just sharing discount promotion, it could make audience feel boring or sometimes they see too much pop-up advertising they might feel it spammed and annoying With the strength of over 300,000 followers, the Guardian's Facebook could improve to be the network to connect women or people loving beauty product and cosmetic altogether Therefore, posting copy of sale information, product introduction, besides the Guardian company could contribute a PR stories for their own channel with mission and vision for women beauty right such as creating every month contents about beauty tips, health care tips, fun fact, historic of beauty, beauty around the world It could attract the customers naturally by creating a feminist atmosphere That will make the Guardian's Facebook not only a place for buying product but also being a beauty channel to build trust and professional advices • with each other Moreover, it makes the customer feel closer and friendly environment not only doing business 36 Secondly, to emphasize the milestone of each month, Guardian should use "Create Event" tool on Facebook It helps to remind a huge number of customers directly and also help non follow page's customer knowing about the event by suggestion tool of Facebook Recently, there is a change in social media's users, they prefer using stories tools and viral clips Thus, the Guardian company needs to update new technologies to reach more customers by using Facebook tools such as livestream, story, watch, view marketplace online Regarding online platforms, the Guardian company should more concentrate on Instagram and Youtube For Instagram, it seems to be more specific for anything related to beauty blogger and with the main key work as young, beauty, makeup, modern lifestyle while Facebook is too general Building a strong Instagram account is very necessary This is an extremely potential channel to reach the one who love beauty and passion for cosmetic The Guardian's marketing executives could produce same content for Facebook and Instagram platform because their use is quite similar As Youtube channel is mentioned, to build Guardian's Youtube channel to be top • beauty channel is another suggestion It could be the first channel of beauty was invested by a company while generally by personal influencer With the strength of the stores chain, products and professional staffs, this channel could be the hit about the series of beauty and stores of Guardian so that they could be a pioneer on this path There is a trend of using and experimenting in youth so that this could be attracted to young customer In addition, as the Head of marketing of Guardian said they want to build a strong relationship with KOLs network and beauty blogger so this is the opportunity to make it becomes realistic It also helps to deliver better information beside just only reading words on social media Nevertheless, Zalo is also a good channel to connect with domestic customers Having a Zalo official account (OA) could be the step to building brand awareness in customer due to several reasons The first reason is Zalo OA work base on mobile number of customer so it could prevent fake account of user and easy to create a loyal customer channel Secondly, Guardian could use Zalo tool to send announcement or message instead of using SMS advertising so it could save amount of budget for the Guardian company Last but not least, all the social media channel have an insights tool to analysis the data of customer with their interaction or social media behavior Thus, Guardian company 37 could use that free statistic to make report and base on the data to improve their marketing activities in the future 5.2.4 Awareness of POSMs Besides using the banners, posters and printed POSMs at store as now, the Guardian company also need to care about digital POSMs such as pop up banner, poster on social media channels or advertising bar on online newspapers and websites With the high potential using smartphone and mass media, using digital event marketing and applying new technology could reach the public awareness easier Base on the results of surveyed respondents, the Guardian stores should continue their strength on remarkable of point-of-purchase advertising such as shelf talkers, aisle market With the shopping basket, otherwise putting logo on it, the Guardian store could use it for classifying customers For example, if customer wants staff advice and following they could choose orange basket (as Guardian's brand color) and if they prefer to shop alone, they could choose pink basket (as Beauty Days color) This shopping basket's color could make customers memorized the shop's brand better In front of store, there should be a mascot to make driver recognize easily as only hanging banner will not draw the attention of the drive pass customers This is also difficult to find, especially with some store on one way street 38 REFFENCES Guardian Vietnam (2014) Retrieved July 27, 2019, from Guardian Vietnam: https://guardian.com.vnJen/about-us Behrer, M.; Larsson, A (1998) marknadsfOringsutbildning Event Marketing Institutet for hogre George, E B; Michael, A B (2014) Advertising and Promotion: An Integrated Marketing Communications Perspective McGraw-Hill Education Bobal0, O (2018) Future of offline marketing ahead of the rapid development of online marketing Baltic Journal of Economic Studies, 1-5 Bui, T Q (2014) Digital marketing Retrieved July 26, 2019, from conversion.vn: https://conversion vn/khac-biet-giua-digital- internet-online-marketing! Channelplay (n.d.) Visual merchandising and signage Retrieved July 7, 2019, from Channelplay: https://www.channelplay in/india/resources/ glossary/what-is-posm Eckerstein, A (2002) Evaluation of Event Marketing - Important indicators to consider when evaluating Event Marketing Gothenburg: School of Economics and Commercial Law Eriksson, J; Hjalmsson, A (2000) Event marketing as a promotional tool Lulea: Lulea University of Technology Hoyle, L H (2002) Event marketing - How to successfully promote events, festivals, conventions and expositions New York: John Wiley & Sons, Inc Jackson, N (2013) Promoting and Marketing Events - Theory and Practice Abingdon: Routledge Kaur, H (2014) A study on the relevance of ofJline marketing in today's digital era New Delhi: Pearl Academy Kengo, K (2019) Thi tntang my phdm Vi?t Nam: Xu hU{rng va cac d6ng ca tiJm nang thuc ddy phat triJn Retrieved July 30, 2019, from Brands Vietnam: https:/ /www.brandsvietnam.com/congdong!topic/ 14465- Thi -truong-my-pham- VietNam- Xu-huong -va-cac-dong-co-tiem-nang-thuc-day-phat-trien Kotler, P (2000) Marketing Management, Edition for University of Phoenix (Millennium Edition) Prentice Hall: Custom Manso, M P (2015) Point of Sale Marketing Strategies - Renova case study Lisbon: Universidade Europeia Meenaghan, J A (1983) Commercial Sponsorship European Journal of Marketing, 5-73 39 Nguyen, D T (2014) Phuong Phap Nghien Cuu Khoa Hoc Trong Kinh Doanh Hanoi: Tai Chinh Smith, PR; Zook, Z (2011) Marketing communications - Integrating offline and online with social media London: Kogan Page Ltd, UN, Women (2010) Public awareness Retrieved July 26, 2019, from UN Women: https://www.endvawnow.org!en!articles/248-public-awarness.html Wagen, L.V.D; Carlos, B.R (2004) Event Management: For Tourism, Cultural, Business and Sport Events Pearson Yeshin, T (2006) Sale Promotion London: Thomson Learning 40 APPENDIX Questionnaire The questionnaire was built to examme the public awareness on Beauty Days event marketing including six parts There were 30 questions in total for six parts Through the result of public awareness, the research could show the rate of successful and which channel of event marketing was the most effective to customer The online questionnaire survey had been applied for this research Gi61 tinh cua b~ hI gi? Nam Nil Khac B~n bao nhieu tu6i? 18 - 30 31 - 35 Tren 35 • Ngh~ nghi~p cua b~n hl gi? Sinh vien Nhan vien van phong Kinh doanh Khac B~ co biSt chu6i ct'ra himg my phftm Guardian khong? o Co o Khong B~n co biSt chuang trinh Beauty Days cua Guardian khong? o Co o Khong NSu cau tnl101 hl Co, vui long tiSp tl,lcbang cau hoi NSu cau tra 101la Khong, vui long dimg bang cau hoi 41 No Question Scale Totally Disagree/ Neutral! Agree/ Totally disagree/ Khong Binh D6ng y agree/ Hoan toa.ll d6ng y thuOng Hoan khong toan d6ng d6ng y y HI: The awareness of Beauty Days event of the public positively influences on the effectiveness of event marketing Toi biet chuang trinh Beauty Days giam gia len t61 50% cho cac san ph~m hIm d¥P Toi biet chuang trinh Beauty Days co tham gla cua Sl,l cac KOLs, beauty bloggers , , noi tieng Toi biet chuang trinh Beauty Days co Sl,l gtao luu cua KOLs, beauty bloggers t~i 05 cua hang t~i TP H6 Chi Minh Toi biet chuang trinh Beauty Days duQ'c t6 chuc tren t~t ca cac cua hang cua Guardian t~i TP H6 Chi Minh H2: The awareness of offline tools of the public positively influences on the effectiveness of event marketing Cac banner, poster trung bay t~i cua hang giup toi biSt dSn 42 chuang trinh Khi vao mua hang toi th~y co thong tin vS chuang trinh Khi vao mua hang toi duQ'c nhan vien gim thi~u v~ chuang trinh giam gia Toi duQ'c be:mbe, ngum than gim ve thi~u chuang trinh Toi biet chuang trinh qua ho~t dQng roadshow tren duemg ph6 Toi biet chuang trinh qua tin nhAn SMS Clla Guardian H3: The awareness of online tools of the public positively influences on the effectiveness of event marketing Toi biet den chuang trinh thong Facebook qua Clla Guardian Toi biet den chuang trinh thong qua Zalo clla Guardian Toi biet den chuang trinh thong qua Instagram Clla Guardian Toi biet den chuang trinh thong qua 43 website Clla Guardian Toi biet den chuang trinh thong qua quang • cao pop - up tren cac trang Web H4: The awareness of POSMs of the public positively influences on the effectiveness of event marketing Toi thay mau sac clla cac in phAm truy8n thong b~t m~t, thu hut Toi thay thong tin clla cac ~n phAm truy8n thong ro rang, d~ nhin Toi thay vi tri trung bay clla cac ~n phAm truy8n thong d~ th~y •• Toi thay tan suat xuat hi~n clla cac ~n phAm truy8n thong nhi8u Evaluate the effectiveness I Toi hai long vm chuang trinh giam gia len tm 50% cho cac san phAm lam d¥p Toi thich tham gia cac ho~t dQng giao luu vm KOLs, beauty bloggers danh cho khach hang t~i cua hang Guardian • Toi se quay l~i mua san phAm clla Guardian k~ ca khong co chuang trioo gi
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