Microsoft word brand campaign

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 10 BUDGET 34 EVALUATION 40 REFERENCE LIST 42 APPENDICES 43 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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 by-product 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 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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 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Microsoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaign 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 "XMen - 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 Microsoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaign 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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 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who have participated in the program of the campaign 41 Microsoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaign 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(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-2truong-thanh-hoa-mang-xa-hoi/ buzzmetrics.com: (2018, April 13) Retrieved from 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/gia-quang-cao-tren-facebook/ Retrieved from gtvseo.com:https://gtvseo.com/facebook-marketing/gia-quangcao-tren-facebook/ ivyprep.edu.vn/xac-dinh-muc-tieu-theo-nguyen-tacsmart/ (2015, August 27) Retrieved from ivyprep.edu.vn: https://ivyprep.edu.vn/xac-dinh-muc-tieu-theo-nguyen-tacsmart/ 42 Microsoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaign Microsoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaign 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-vanhung-thong-ke-an-tuong-2021 (2021) Retrieved from specials.laodong.vn: https://specials.laodong.vn/chuyen-doi-sotai-viet-nam-va-nhung-thong-ke-an-tuong-2021/ Appendices Appendix 1: SWOT Analysis Strength Weekness - Marico is an enterprise with - Domestic enterprises with short development path, limited financial resources and dynamic and creative thinking, little experience in the market abundant financial resources - Using the X-Men brand name Marketing department too much in the development understands psychology, platform of other products (Xgrasps the right time and Men Boss, Teen X, X-Series operates customers fashion line, ) If the parent brand has a problem, it will 43 Microsoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaign Microsoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaign - The brand has a pioneering advantage in the field of male use, creating a difference and impression in the hearts of users cause a domino effect that affects other brands - The product has not created a 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 the product's extension files to meet the increasingly diverse needs of users Oportunity Threat - Accounted for 7% of the general shampoo market share, ranked 5th in the market Leader in the market share of men's shampoo - The product is not clearly different from competitors in the market - Big brands, financial potential 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 - Fast-moving products, so the consumers loyalty of consumers is not high, 44 Microsoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaign Microsoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaign - Demand and consumption they easily trends for men's personal care choices products are increasingly focused change their - 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 Microsoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaign Microsoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaignMicrosoft.word.brand.campaign