Introduction
Puma SE (official brand name PUMA) is a large German multinational company with its headquarters in Herzogenaurach, Bavaria, Germany The company was founded in
Founded in 1924 by Adolf and Rudolf Dassler, PUMA, originally named Gebrüder Dassler Schuhfabrik, specializes in fashion and sports footwear for various activities, including football, running, gym training, golf, and motor racing With a rich history spanning 65 years, PUMA is known for its innovative product designs tailored for elite athletes, while also keeping pace with cultural trends and fashion By 2020, the brand achieved sales exceeding 5 billion euros and employed around 14,000 staff, distributing its products in over 120 countries, including Vietnam through Maison JSC.
Puma aims to be the leading and most sustainable Sport Lifestyle company globally, as reflected in its corporate vision This vision is closely tied to "PUMA Vision," which serves as the foundation for the company's sustainability initiatives.
Puma’s corporate mission is to establish itself as the fastest sports brand globally, encapsulated in its mantra "Forever Faster." This mission emphasizes the company's strategic goal of outpacing competitors in the sporting goods, apparel, and accessories market Key components of Puma's mission statement reflect its commitment to innovation, speed, and leadership in the industry.
Puma's core values—bravery, confidence, determination, and joy—reflect the qualities of the world's top athletes, establishing the brand's identity as a leader in the sports industry.
4 Overview Puma Fast Rider products
The Fast Rider, a significant advancement in PUMA's sports shoe evolution, was created in the 1980s by Armin A Dassler, the son of founder Rudolf Dassler This innovative jogging shoe features the PUMA “Federbein” sole, renowned for its exceptional cushioning properties, showcasing Armin Dassler's expertise in shoe technology.
The Fast Rider OG is set to impress with its shock-absorbing Federbein outsole and high-rebound rider foam midsole This sneaker showcases vibrant, 80's inspired colorways and features a lightweight upper crafted from breathable nylon, complemented by suede overlays, minimal padding, and lining for enhanced comfort.
IMC objectives
The Puma Fast Rider, a classic offering from the renowned fashion brand Puma, aims to capture the attention of sneakerheads and sports enthusiasts alike Marketing campaigns are strategically designed to cultivate a unique blend of vintage charm and contemporary appeal, reinforcing its status as a timeless yet modern sneaker choice.
2.1.1 Business goals and marketing goals
Add 600,000 new customers to buy and use Puma Fast Rider products.
Increase the level of interaction with the brand
Increase consumer loyalty to the product.
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 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 andMillennials of Vietnam
Integrated Marketing Communication (IMC) is a strategic approach that ensures consistency across all marketing channels Recently, I observed a sales promotion campaign for a new beverage brand that effectively utilized IMC principles The campaign combined social media ads, email marketing, and in-store promotions to create a cohesive message This multi-channel strategy not only heightened brand awareness but also engaged consumers through various touchpoints, demonstrating the importance of a unified communication process in driving sales and fostering customer loyalty.
Target Audiences
Target customers: Middle-class people
Customers of Generation Z Customers of the Millennials
Age From 11 to 24 years old From 25 - 40 years old
Income 6 million VND Over 10 million VND
Occupation Student Freelancer, office worker, sports athlete
Lifestyle A modern, active lifestyle that likes sports, updates with many new trends and refines herself, likes to show off.
Modern, active, healthy lifestyle, updated with many new trends and refined for yourself
Geography Urban areas and large cities are willing to buy products Urban areas and large cities are willing to buy products.
Psychology Focusing on products with beautiful designs, high quality and trending, influencing brand elements.
Fashion is an important factor in their life
Passion for old things (retro trend) Perception:
Easily influenced by images of famous people and often follows the crowd.
Tends to follow emerging movements,
Focus on high-quality, comfortable, convenient products that influence brand factors.
Fashion is essential in their life
Passion for old things (retro trend) Perception:
Having their own stance, less influenced by trends and less following the crowd
Quality and design are more important than price.
Price and design are more important than quality.
Place of purchase Shopping mall, online, store Shopping mall, online, store
Usage rate High (per day/week) High (per day/week)
Information sources Personal sources (friends, colleagues, family, relatives, word of mouth),
Commercial sources (stores, advertising, internet, etc.)
And public sources (radio, television stations) images, newspapers, electronic newspapers and websites/web portals, social networks)
Personal sources (friends, colleagues, family, relatives, word of mouth),
Commercial sources (stores, advertising, internet, etc.)
And public sources (radio, television stations) images, newspapers, electronic newspapers and websites/web portals, social networks)
Search interests Trend, design, price, fashion Trend, design, price, fashion
Brand loyalty Average High, loyalty to certain brands
Integrated marketing communication (IMC) is a strategic approach that combines various communication channels to deliver a consistent message to the audience Recently, I encountered a sales promotion activity that effectively illustrated this process The campaign utilized social media, email marketing, and in-store promotions to engage consumers, highlighting the importance of a cohesive strategy By integrating these channels, the promotion not only reached a wider audience but also reinforced brand messaging, demonstrating how IMC enhances customer understanding and drives sales.
Location - Urban and big cities in Vietnam
Expected benefits - Prioritize products with high profits and great awareness.
- Products continuously develop and stabilize every year.
- Support for manufacturers in terms of storage, transportation, and display.
- There is a source of goods to fully supply to the distributor.
Behavior - There are promotions for consumers
- Buy multiple products from the manufacturer at discounted quantity prices.
Linked; Forum - Groups, forums about sneaker and fashion
- Fan pages about sports shoes, fashion on social networking sites (GTV, Kem Media, Lạ Sneaker)
Expected benefits - Information about new products
- The stories and history of the product's formation
- Model, material, color of the product
- Famous brands in the world
Behavior - Provide information to members of the group
- Create topics for public discussion
- Give opinions as well as opinions about the product
Program
Cognitive Stage Affective Stage Behavioral Stage
Goals - Create awareness with the product Puma Fast Rider for young people and Gen Y is preparing for Tet holiday in Vietnam.
- Emphasizing product image positioning in retro style but fresh and representing modern lifestyle.
- Promote customer interaction with Puma Fast Rider products, increase the number of people consuming the product.
- Increase excitement, love with the product.
- Increase the loyalty of new customers to the brand
- Connecting Puma and the fashion philosophy of Generation Z and Vietnamese Millennials.
- Conveying the Big Idea of the product is "Old But Cool", this creates an association of classic but cool that stimulates customers' curiosity.
- To attract and reach at least 3,000,000 customers nationwide.
- Reach at least 50% of customers who are aware of and understand the retro style of Puma Fast Rider products.
- Make the product continue to become the Top of mind of the target customer compared to the Retro shoe lines of competitors.
- Impact on the perception of society and consumers: about the classic style that PUMA Fast Rider products bring.
- Bringing back the classic in style of Gen Z and Gen Y
The campaign aims to enhance consumer awareness of Puma Fast Rider products, striving to achieve a conversion rate goal of 40% By effectively reminding potential customers about the benefits of the product, the initiative seeks to transform interest into actual usage, ultimately increasing the number of satisfied Puma Fast Rider users.
- Build campaigns with the goal of connecting between PUMA and target customers.
- Reach 100,000 loyal customers and use the brand's Puma Fast Rider products.
Integrated Marketing Communication (IMC) is a strategic approach that ensures all forms of communication and messaging are carefully linked together A recent sales promotion I encountered was a multi-channel campaign by a popular beverage brand, which utilized social media, email marketing, and in-store displays to create a cohesive message This campaign effectively engaged consumers by delivering consistent information and incentives across various platforms, demonstrating the importance of synchronized communication in driving customer engagement and sales By integrating different communication channels, the brand successfully enhanced its promotional impact and reinforced its message, showcasing the effectiveness of IMC in modern marketing strategies.
- Reach at least 1,800,000 customers after approaching and product awareness will switch to Liking.
- Reaching 33,000,000 hits on mass media.
Message Old But Cool Old But Cool Cool Dad
Strategies - Performing viral activities, launching TVC to raise awareness about Puma Fast Rider products.
- Carry out advertising activities on social networking platforms of target customers, conveying the classic spirit of the product.
Increase the touchpoint between target customers with Puma Fast Rider products, driving buying behavior and first-time use.
Build a playground for target customers, increase brand value in the user's mind At the same time, increase the level of trust and loyalty of target customers.
- Making advertising LED screens, posters in apartment buildings, commercial centers and banners on mass media.
- Building and deploying viral clips
- Promotions and discounts for Tet events
- Promotions and discounts for "Back to school" events at stores and on e-commerce platforms.
- Launch of posters, banners on stores and on Puma Viet Nam website
- Reach target customers through Influencers / KOLs on Instagram, Tik tok, youtube platforms to get their niche.
- Continue to advertise in the media.
- Sponsor the Color Me Run 2022 festival event, with coupons included
- There are product promotions on e- commerce platforms.
- Banners, posters at Puma stores
- Promote products at Sneaker Fest
- Promotion strategy, discount to celebrate
Tools Advertising, Sale Promotion, PR Advertising, Sale Promotion, PR,
Direct Marketing Advertising, Sale Promotion, PR, Direct
Stage 1: 01/01/2022 - 28/02/2022 Advertising - Social Media + Internet
Character Has a classic, simple fashion style
Having a great influence on the Vietnamese music listener community, especially the GenZ and GenY generations Key message Old But Cool
The video opens with Đen Vâu's voice asking, "When do you look so COOL?" Reflecting on his style, he feels lost and struggles to define his own identity His journey takes a turn when he encounters a vibrant group of young people freestyling, sparking his curiosity As he joins in and showcases his rapping skills, his confidence begins to rebuild, reminiscent of his early days The scene shifts to him on a grand stage, embraced by an enthusiastic audience, dressed comfortably in casual attire and PUMA Fast Rider shoes Ultimately, the video emphasizes the concept of "Old But Cool" as it defines what it means to be stylish with PUMA.
Ad form 60s - Interstitial Vehicles Youtube, Intagram, TikTok, Facebook, Fanpage of Puma Viet Nam
Source LowG, Ricky Star, Lăng LD, Tlinh, HIEUTHUHAI, Yuno Bigboy,
Sol7 Character Have a unique and creative fashion style
Integrated marketing communication (IMC) effectively illustrates the communication process through a recent sales promotion activity featuring Puma Fast Rider In this campaign, individuals showcasing various personal styles come together on a large stage, symbolizing unity in diversity The secret phone call serves as a catalyst for collaboration, reinforcing the message that Puma Fast Rider can seamlessly blend with different personalities This approach highlights the brand's versatility and ability to resonate with a wide audience, demonstrating the power of integrated marketing in conveying a cohesive message.
Ad form 30s - Interstitial Vehicles Youtube, Intagram, TikTok, Facebook
Den Vau x Puma Fast Rider image with the message "Old but Cool"
HCMC: Nguyen Van Troi crossroads Hanoi: Khuat Duy Tien intersection
Den Vau x Puma Fast Rider image with the message "Old but Cool"
HCMC: (Saigon Center, Vincom Dong Khoi, Van Hanh Mall, Crescent
Mall) Hanoi: (Vincom Metropolis, Vincom Tran Duy Hung, Royal City)
Announcement of promotions for the occasion of “Back to School”
Product discounts for Tet holiday
HCMC: (Saigon Center, Vincom Dong Khoi, Van Hanh Mall, Crescent
Mall) Hanoi: (Vincom Metropolis, Vincom Tran Duy Hung, Royal City)
Sale program "cùng Puma đốn Tết” gift face mask
Promotion for the occasion of “Back to School”
Sale program "with Puma to celebrate Tet", free masks
HCMC: (Saigon Center, Vincom Dong Khoi, Van Hanh Mall, Crescent Mall) Hanoi: (Vincom Metropolis, Vincom Tran Duy Hung, Royal City)
Promotion for the occasion of “Back to School”
Channel Timeline Vehicles Content Reach
Fanpage Facebook, Instagram and Website of Puma Vietnam
Post an introduction about the upcoming product in Vietnam Puma Fast Rider
Fanpage Facebook, Instagram of Puma Vietnam
Post Tet greetings and announce Tet discounts directly at stores and on e-commerce platforms
Online newspaper SNKRVN fashion and life column
Introducing the new product Puma Fast Rider
Vietcetera online newspaper, fashion and life column
Introducing the new product Puma Fast Rider
HNBMG e- newspaper with fashion section
Introducing the new product Puma Fast Rider
Integrated marketing communication (IMC) is essential for creating a cohesive messaging strategy across various channels Recently, I observed a sales promotion featuring rapper Den Vau, whose retro style effectively captured audience attention This campaign showcased the communication process by blending visual elements, social media engagement, and targeted advertisements, ensuring a consistent brand message By utilizing multiple platforms, the promotion highlighted Den Vau's unique persona, resonating with both existing fans and new audiences This approach illustrates the importance of integrating different marketing channels to enhance overall effectiveness and reach.
01/01/2022 Facebook ads Den Vau uploads Viral
Clip on his personal Facebook page
08/02/2022 Facebook ads LowG, Ricky Star,
Lang LD, Tlin, HIEUTHUHAI, Yuno Bigboy, Sol7 on their personal Facebook page
Stage 2:01/03/2022 - 31/05/2022 Advertising - Social Media + Internet
• Facebook Ads: 15s ad from TVC
Timeline Vehicles Content Location Reach
Den Vau x Puma Fast Rider image with the message "Old but Cool"
Nguyen Van Troi crossroads Hanoi: Khuat Duy Tien intersection
20% off program for the occasion of April
Sala urban area, Dai Quang Minh, District 2 Hanoi: Vinhomes Riverside ecological urban area, Long Bien
HCMC: (Saigon Center, Vincom Dong Khoi, Van Hanh Mall, Crescent Mall) Hanoi: (Vincom Metropolis, Vincom Tran Duy Hung, Royal
Order a model of a pink leopard (black version) wearing Retro style Puma Fast Rider shoes
Advertising - Event: Create a contest “Outfit Cool” with Puma the Old School
Idea: Match the outfit with Puma Fast Rider
Make a video game on Tik Tok, each video has 15 seconds and comes with a music link and hashtag #OldButCool of the organizers
Time: 01/03/2022 – 31/03/2022 Prize Structure: Based on Video Likes Number of attendees: unlimited number of people First Prize: 10,000,000 VND
Second Prize: 5,000,000 VND Third Prize: 2,000,000 VND
03/03/2022 Lazada, Tiki, Shopee Flash Sale
04/04/2022 Lazada, Tiki, Shopee Flash Sale
HCMC: (Saigon Center, Vincom Dong Khoi, Van Hanh Mall, Crescent Mall) Hanoi: (Vincom Metropolis, Vincom Tran Duy Hung, Royal City)
Promotions and discounts on holidays 30/4 - 1/5
Channel Timeline Vehicle Requested content Reach
Integrated Marketing Communication (IMC) is essential for creating a cohesive communication process in marketing A recent sales promotion I encountered exemplified this process effectively The promotion utilized multiple channels, including social media, email marketing, and in-store displays, to reach a broad audience By delivering a consistent message across these platforms, the campaign successfully engaged consumers, driving brand awareness and sales This approach highlights the importance of integrating various communication methods to enhance the overall impact of marketing efforts.
Viet Nam, Instagram and Website of Puma Vietnam discount April 30,
Vietcetera e- newspaper, fashion and life section
Write a Review about Color Me Run festival with main sponsor Puma
Accompanying the Color Me Run 2022 festival with 10,000 tickets sold
Vlog about Retro styling and product images of Puma Fast Rider
Send Notification to customers about product information with 10% discount voucher for PUMA stores on Shopee, Lazada, Tiki
Stage 3: 01/06/2022 - 30/06/2022 Advertising - Social Media + Internet
Character Head of department, director, has influence on social networks or prestige in a field Key message COOL DAD
Content Interference, cultural connection, style between Gen Y, Gen Z and Puma.
In today's fast-paced world, fathers often find themselves consumed by work, leaving little time for meaningful connections with their children This growing disconnect between generations can lead to families drifting apart in various ways Recognizing this issue, mothers are seeking creative solutions to foster family bonding through shared activities like traveling and enjoying fun outings together One unique approach is to coordinate outfits that reflect each family member's personality, united by the common choice of Puma Fast Rider shoes The article concludes with heartwarming images of families enjoying quality time together, highlighting the joy of connection.
17 freely running around with Puma Fast Rider, and taking commemorative photos in which Puma Fast Rider shoes act as household items and items emotional attachment, style between members.
Vehicles Youtube, Instagram, TikTok, Facebook, Puma's Fanpage Facebook Ads: 15s ad from TVC
Timeline Vehicles Content Location Reach
Images of fathers breaking out of work clothes and different from the old youthful clothes with the message "COOL DAD"
Nguyen Van Troi crossroads Hanoi: Khuat Duy Tien intersection
20% off on select products and popular Puma Fast Rider series
30% off on all products for “Father’s day”
HCMC: (Saigon Center, Vincom Dong Khoi, Van Hanh Mall, Crescent Mall) Hanoi: (Vincom Metropolis, Vincom Tran Duy Hung, Royal City)
Timeline Channel Vehicle Requested content
Integrated Marketing Communication (IMC) is a strategic approach that unifies various marketing channels to deliver a consistent message A recent sales promotion I encountered effectively illustrated this process, showcasing how different media—such as social media, email marketing, and in-store displays—worked together to engage consumers The promotion not only highlighted the product's benefits but also encouraged customer interaction, reinforcing brand loyalty By integrating these communication methods, the campaign successfully conveyed a cohesive message, ultimately driving sales and enhancing customer experience.
Mall) Hanoi: (Vincom Metropolis, Vincom Tran Duy Hung, Royal City)
28/06/2022 - 30/06/2022 The stalls at Sneaker Fest
Voucher 30% off on select products and Puma Fast Rider series
Timeline Channel Vehicle Content Reach
Fanpage Facebook, Instagram and Website of Puma Vietnam
Post about "Father's day" discount program
Vietcetera online newspaper fashion column
Introduction and analysis of the advertisement “COOL DAD” Puma Fast Rider
Electronic newspaper “ĐẸP” magazine, fashion section
Posting analysis and sharing about the retro style of 80s fathers is the dominant trend
Instagram of Thần Kinh Giày
Vlog Review of Puma Fast Rider products
Vlog to buy Puma Fast Rider shoes for dad to celebrate "Father's day"
Implement Affiliate Marketing through KOLs on Instagram with purchase links on e- commerce platforms Shopee, Lazada
4.3 Detailed Action Plan and Timeline
Time Jan, 2022 Feb, 2022 Mar, 2022 Apr, 2022 May, 2022 Jun, 2022
Internet Đen Vâu’s TVC “Old But Cool” 01/01 - 31/05
Facebook Ads: 15s ad from TVC 01/03 - 31/05
18/06 - 30/06 Viral Clip “Old But Cold” of LowG, Ricky
Star, Lăng LD, Tlinh, HIEUTHUHAI, Yuno Bigboy, Sol7
Introduction of Puma Fast Rider products on Facebook Fanpage, Instagram and Website of Puma Vietnam
Post New Year greetings and sale announcements directly in store and e- commerce platforms on social media fanpages
Announcement about Puma accompanying the Color Me Run festival
Integrated Marketing Communication (IMC) is a strategic approach that ensures all forms of communication and messaging are consistent across various channels Recently, I observed a sales promotion activity that effectively illustrated this process The promotion utilized social media, email marketing, and in-store displays to create a cohesive message that resonated with consumers By integrating these channels, the campaign successfully engaged the target audience, driving both awareness and sales This demonstrates how IMC enhances the communication process, ensuring that promotional activities are aligned and impactful.
2022 Post a discount notice on April 30 - May 1
Event Create a contest “Outfit Cool” with Puma
Billboard Den Vau x Puma Fast Rider "Old but Cool"
Poster, Banner Den Vau x Puma Fast Rider
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
PUMA poster accompanies Color Me Run festival 2022
Sale program " Cùng Puma đón Tết" on Lazada, Tiki, Shopee and at the store (gift mask)
04/04/2022 Promotions and discounts on International
Labor Day and Vietnam Liberation Day 25/04 - 01/05 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 28/06- 30/06
Introducing new products Puma Fast Rider on online newspapers SNKRVN, 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 “COOL DAD” Puma Fast
Integrated Marketing Communication (IMC) is a strategic approach that combines various promotional tools to create a cohesive message Recently, I encountered a sales promotion activity that effectively illustrated this process The campaign utilized social media, email marketing, and in-store promotions to engage consumers, ensuring a consistent message across all platforms This synergy not only enhanced brand visibility but also encouraged customer interaction, showcasing the importance of a unified communication strategy in driving sales and fostering brand loyalty.
Rider on Vietcetera, “ĐẸP” magazine
Black Vau uploads TVC on his personal Social page
LowG, Ricky Star, Lang LD, Tlinh, HIEUTHUHAI, Yuno Bigboy, Sol7 uploads Viral Clip on their personal Social pages
Sponsor the activities of Color Me Run festival 2022
Chau Bui’s Vlog about retro style 04/05
Than Kinh Giay’s Vlog Review Puma Fast
Fabo Nguyen’s Vlog shopping Puma Fast
Send Notification to customers about product information with 10% discount voucher for PUMA stores on Shopee, Lazada…
Implement Affiliate Marketing through KOLs on Instagram with purchase links on e-commerce platforms Shopee, Lazada
Tools Content Unit price Quantity Estimated budget Total
Social Media + Internet Đen Vâu’s TVC “Old But Cold” 1 Bil VND 1 1 Bil VND
Facebook Ads 200 mil VND 2 400 mil VND
Viral Clip of LowG, Ricky Star, Lăng LD, Tlinh, HIEUTHUHAI, Yuno Bigboy, Sol7 750 mil VND 1 750 mil VND
TVC “Cool Dad” 460 mil VND 1 460 mil VND
Social media Post on Fanpage, Instagram 0 VND 5 0 VND
Billboard + cost rent 100 mil VND 4 400 mil VND
Poster, Banner + cost rent 3 mil VND 18 54 mil VND
Led advertising + cost rent 5 mil VND 21 105 mil VND
Guerrilla Marketing + cost rent 150 mil VND 1 150 mil VND
Sale program "Cùng Puma đón Tết" Lazada, Tiki, Shopee and at the store (donate masks) 550 mil VND 1 550 mil VND
Flash Sale Programs 150 mil VND 7 1,05 Bil VND
Promotions and discounts on the occasion of the holiday April 30-May 1 300 mil VND 1 300 mil VND
30% off to celebrate Father's day at Lazada,
Tiki, Shopee and at the store 200 mil VND 4 800 mil VND
Voucher 30% off some products 200 mil VND 1 200 mil VND
Electronic SNKRVN 15 mil VND 1 15 mil VND
Viecetera 30 mil VND 3 90 mil VND
Integrated Marketing Communication (IMC) is a strategic approach that ensures all forms of communication and messaging are cohesive across various channels A recent sales promotion activity that exemplifies this process is the multi-platform campaign launched by a popular beverage brand This campaign utilized social media, television ads, and in-store promotions to create a unified message By leveraging these diverse channels, the brand effectively engaged its target audience, driving awareness and participation The seamless integration of communication elements not only enhanced brand visibility but also fostered a stronger connection with consumers, demonstrating the power of IMC in modern marketing strategies.
HNBMG 15 mil VND 1 15 mil VND
“ĐẸP” magazine 45 mil VND 2 90 mil VND
Sponsor the activities of Color Me Run festival 2022 1 Bil VND 1 1 Bil VND
Chau Bui’s Vlog about retro style 50 mil VND 2 100 mil VND
Than Kinh Giay’s Vlog Review Puma Fast
Rider products 20 mil VND 2 40 mil VND
Fabo Nguyen’s Vlog shopping Puma Fast
Rider for “Father’s Day” 40 mil VND 2 80 mil VND
Send Notification to customers about product information with 10% discount voucher for PUMA stores on Shopee, Lazada…
300,000,000 VND Implement Affiliate Marketing through
KOLs on Instagram with purchase links on e-commerce platforms Shopee, Lazada 100 mil VND 3 300 mil VND
Measurement and Control
At least 5,000,000 views (Youtube) and reactions on Social Media channels.
The percentage of people sharing the content of Video reaches 40%
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%
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%.
Advertisement: TVC “Old But Cool”
Increase coverage and brand awareness by 10% compared to Stage 1
ROI increased by 5% compared to stage 1
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
Minimum turnover of each order is over 2 million VND
Increase brand coverage and awareness by 70%
Integrated Marketing Communication (IMC) refers to the strategic approach of coordinating various promotional tools and channels to deliver a consistent message to the target audience A recent sales promotion activity I encountered was a multi-channel campaign by a popular beverage brand, which included social media ads, email marketing, and in-store promotions This campaign effectively communicated its message by integrating visuals and messaging across all platforms, ensuring that consumers received a unified experience By engaging customers through various touchpoints, the brand successfully enhanced awareness and drove sales, demonstrating the effectiveness of the communication process in IMC.
Risk analysis and contingency plan
STT Incident channel Risk Solution
1 Viral Clip Low views, low comments or negative leads, ad skip rate on facebook, youtube
Enhance user engagement on platforms like YouTube and Facebook by fostering positive discussion threads Utilize TrueView ads to effectively communicate your slogans and product features within just 5 seconds, ensuring that even if viewers skip, they still grasp the essence of your viral content.
2 TVC - High rate of viewers switching to other channels
- Rate of GRP not reaching enough target audience
- Low interaction, audience misinterprets what they want to convey
During the advertising test period, a selected group of individuals will view the TV commercial (TVC) and provide feedback on its form and content Their insights will help the company refine the advertisement, ensuring it aligns with audience expectations and preferences for optimal effectiveness.
Choose to show ads during peak hours, between hot shows and dramas
KOL - Influencers and KOLs were caught in scandals during the campaign
- Influencers, KOLs convey the wrong content of the product's message
- The requests arising from Influencers, KOLs affect the brand and the commitments and images that the brand has previously revealed to the audience.
- Drafting contracts, specific legal evidence To avoid the case that the influencers change, the marketing plan is stalled or canceled.
Collaborating closely with the influencer or their assistant is essential to ensure a clear understanding of the work schedule and to anticipate potential scenarios, allowing both parties to establish an effective backup plan.
- Before deciding to cooperate with any influencer, make sure to carefully learn the information related to that KOLs, Influencer.
- Choose influencers with a clean lifestyle and private life, find out which influencer campaigns have participated in to compare and make a reasonable choice.
4 Media publications Banner, Poster, not as requested/delayed completion time due to printing party
- Print a small quantity (sample) to evaluate the quality of the publication, have a change plan, and make specific requirements for the printing party
- The program timeline is prepared 1-2 months before the campaign There are27 backup lists for flexibility to change printers, and print in batches to keep up with the schedule
5 Fanpage article Low interaction, audience misinterprets what they want to convey
Posted a similar post but at peak hours and on weekends Hire seeders to explain and direct public opinion to understand the true meaning of the article.
6 Activation booth Sneaker fest does not accept support for booking activation booths
Negotiate extra fee to be accepted
SAMPLES Figure 6.1: Poster of Puma “COOL DAD” celebrating “Father’s Day ”
Integrated Marketing Communication (IMC) is essential for understanding the communication process in marketing A recent sales promotion activity I encountered effectively illustrated this process The promotion utilized multiple channels, including social media, email, and in-store displays, to convey a consistent message This cohesive approach ensured that the target audience received the same information across various platforms, enhancing brand recognition and engagement By integrating these communication methods, the promotion not only captured attention but also encouraged consumer action, demonstrating the power of IMC in driving successful marketing outcomes.
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
Figure 6.5: Banner announcing the release of Puma Fast Rider product
Figure 6.6: Gift of Puma's Masks to celebrate Tet
Integrated Marketing Communication (IMC) is a strategic approach that ensures consistent messaging across various marketing channels A recent sales promotion I encountered illustrated this process effectively For instance, a well-coordinated campaign for a new product launch utilized social media, email marketing, and in-store promotions to engage consumers Each channel reinforced the same core message, enhancing brand recognition and driving customer interest By integrating these communication methods, the campaign successfully conveyed its objectives and maximized audience reach, demonstrating the power of IMC in modern marketing strategies.
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