Question 1
Explain the communication process
The communication process is a dynamic sequence that starts with the sender conceptualizing ideas and transmitting messages through a chosen channel to the receiver The receiver then provides feedback, which can take the form of messages or signals, all occurring within a specified timeframe This process encompasses several key elements that facilitate effective communication.
The source or sender is the individual or organization that possesses information intended for sharing with others This can include both personal and non-personal entities.
• Encoding: The process of putting thoughts, ideas, or information into a symbolic form
The message encompasses the information or meaning intended by the source, which can be conveyed through various forms such as verbal, nonverbal, oral, written, or symbolic communication To effectively communicate, the message must be appropriately formatted for the specific channel being utilized.
• Channel: This is the method by which the communication travels from the source or sender to the receiver
Decoding is the process of interpreting a sender's message back into thought, significantly shaped by the receiver's frame of reference, which includes their experiences, perceptions, attitudes, and values.
The receiver is the individual or group with whom the sender communicates their thoughts or information Primarily, these receivers are the consumers within the target market or audience who engage with the marketer's message, interpreting and understanding its content.
• Response: This is the receiver’s set of reactions after seeing, hearing, or reading the message
• Feedback: This is the part of the receiver’s response that is communicated back to the sender
• Noise: This is the unplanned distortion or interference, it distorts or interferes with the message that affects the receiver’s reception.
Using a sales promotion activity that you have seen/ heard recently to
Illustration by a sales promotion activity of GUMAC
Figure 1 Poster of Sale promotion program of GUMAC
Poster for the sale of the New Year's Eve sale program of the fashion brand GUMAC
Event time: 16:00 on January 26 - 21:30 on February 8
The company was established in August 2015, GUMAC is the fastest growing fashion brand in Vietnam with a store system with nearly 90 showrooms nationwide
The model featured on the poster was chosen for:
Source Credibility: Models are not only young and beautiful She doesn't have any scandals so her image is very reliable with customers
Similarity: Models create similarities between themselves and the recipient of the message that when they buy GUMAC products they will be able to dress as good as this model
Likeability: Affection for the source resulting from physical appearance
Perceived scrutiny plays a significant role in influencing customer purchasing decisions, as evidenced by the impact of GUMAC's outfit on a model The visual representation of the product on a model evokes excitement and fosters a deeper understanding of the product's features, ultimately leading to a more positive perception among potential buyers.
Verbal: Written word GUMAC: Brand name
GUMAC is celebrating Tet with an exciting sale, offering a 50% discount on all products This promotion aims to encourage customers to purchase festive items, with the striking design prominently featuring the 50% discount to capture attention at first glance.
The poster design features vibrant red and apricot flowers in the lower right corner, evoking the festive spirit of Tet holiday The stylish fabric backdrop, combined with the model, highlights the connection to fashion, showcasing how wearing GUMAC fashion can enhance the receiver's appearance.
Appeal: Both logical, rational minds of consumers and to their feeling and emotion,
GUMAC has announced an exciting 50% discount on all its products, just in time for the Tet holiday This promotional campaign, highlighted by the slogan "Sale Sold Out," aims to attract customers eager to purchase festive items.
GUMAC is excited to announce a 50% discount on all products, perfectly aligning with the festive spirit of the Tet season Our captivating graphic designs and imagery not only enhance our fashion offerings but also foster a strong connection between GUMAC's stylish products and the vibrant celebrations of Tet, ensuring customers feel both fashionable and festive.
GUMAC is excited to announce a 50% discount on all products in the lead-up to Tet, allowing customers to shop for festive attire at unbeatable prices This promotion not only makes it affordable to celebrate the holiday but also ensures that customers will look stylish and fashionable like models when wearing GUMAC's trendy designs.
Non-personal Facebook social media advertising targets a broad audience rather than individual users This approach allows businesses to gather customer feedback and offer valuable advice, enhancing engagement and brand awareness.
GUMAC's staff when interacting online on social networks or calling this event after communicating will be personal interaction (Personal channel)
Includes both personal and non-personal
GUMAC effectively leverages word of mouth (WOM) communication, enabling messages to spread organically among individuals When recipients share information from GUMAC with their friends and relatives, it enhances brand visibility and fosters community engagement.
GUMAC is set to reduce the prices of all their products by 50% ahead of the Tet holiday, prompting customers to consider their own needs when choosing GUMAC products after viewing the model images.
GUMAC aims to engage potential customers on Facebook who are interested in fashion and preparing for Tet, focusing primarily on women's clothing The target audience includes not only female shoppers aged 20-30 but also men looking to purchase gifts for women, such as husbands, boyfriends, fathers, and brothers.
Excited to consult and buy fashion at GUMAC's store or inform relatives and friends to discuss this event
Engage with our event by clicking on the poster, leaving your comments, and visiting GUMAC's website for exclusive discounts For personalized assistance, feel free to message or call a GUMAC consultant You can conveniently shop online, visit a GUMAC store, or place your order through our website.
Social media interactions, such as negative comments and messages from friends on Facebook, can significantly impact mental well-being Challenges like poor network signals can hinder the downloading of important images, including posters, further exacerbating frustration Additionally, unexpected phone calls or negative remarks from close relatives can contribute to stress Personal circumstances, such as financial struggles or limited living space, may also affect one's emotional state, creating a cycle of negativity that is difficult to escape.
Question 2: IMC Plan for PUMA ( in purpose to launch PUMA Fast Rider
Introduction
The shoe market in Vietnam is one of the largest and most dynamic markets
In 2020, the COVID-19 pandemic significantly affected the global footwear industry, resulting in a production decline of 15.8%, which translates to nearly 4 billion fewer pairs produced compared to 2019, totaling 20.5 billion pairs.
19, the geographical distribution of footwear production in the world is not affected
In 2020, Vietnam represented 10.2% of global footwear exports, contributing to a total of 12.1 billion pairs exported worldwide, a decline of 19% from the previous year and the lowest figure in a decade The COVID-19 pandemic significantly disrupted international value chains, resulting in a reduced export share, which fell from 62%.
In 2020, Vietnam emerged as the world's second-largest footwear exporter, achieving exports of 1.233 billion pairs, which represented 10.2% of global footwear exports for the first time This marked a significant increase of 4.4 times since 2011, when the country accounted for only 2.3% of the market with 316 million pairs exported.
The population structure is golden, the average income is increasing rapidly, and the growth rate of the middle class in Vietnam is also among the fastest in Asia
In 2020, Nielsen and VBA projected that Vietnam would have around 33 million middle-class consumers under 30, collectively spending about $173 billion This indicates that Vietnam's shoe market is not only substantial but also rapidly expanding, fueled by significant purchasing power among young consumers.
Market characteristics: Due to the increasing demand for fashion products, along with the personalized style of young customers, leading to footwear brands in the market
Vietnam must continuously launch new products to meet the needs of consumers It is for this reason that the life cycle of footwear products is being shortened
2.1.2 Trends and Behaviors of GenZ and GenY :
According to statistics, in Vietnam, the Millennials (25-38 years old) and Gen Z (18-
MillennialZ, individuals aged 24 and younger, represent 47% of the nation's population, totaling approximately 45 million people, and are increasingly entering the workforce Their significant presence is a key driver of the evolving digital economy.
Generation Y prefers domestic shoe brands such as Bitis and Ananas, prioritizing durability and foot protection over aesthetics In contrast, Generation Z favors imported brands like Nike and Converse, emphasizing style and the expression of personal value through their footwear choices This generational divide highlights differing priorities in shoe purchases, with Gen Y valuing practicality and Gen Z focusing on fashion.
Gen Y and Gen Z exhibit distinct attitudes towards money and footwear, each prioritizing different aspects in their shoe choices While both generations value quality and design to suit their travel needs, Gen Y focuses on purchasing shoes that enhance their personal style and highlight unique features In contrast, Gen Z seeks shoes with vibrant, youthful designs that reflect their individuality and allow for customization, catering to their desire for personalization.
Hobbies to shop for shoes online :
Currently there is an outbreak of the Covid pandemic, restricting travel Both generations tend to shop online to protect their health
Generation Y conducts extensive online research on shoe products before purchasing, often opting to pay in cash In contrast, Generation Z exhibits a more carefree shopping attitude, frequently spending on trendy items Wealthier individuals from this generation are inclined to invest in high-end brands such as Nike, Adidas, and Puma, typically using e-wallets or credit cards for transactions.
Founded in 1948 by Rudolf Dassler, PUMA is a prominent German multinational corporation based in Herzogenaurach, Bavaria As one of the leading sports brands globally, PUMA specializes in designing, developing, and selling high-quality footwear, apparel, and accessories.
For over 65 years, PUMA has been a leader in creating innovative products for elite athletes, specializing in fashionable and performance-driven footwear for various sports, including football, running, and golf The brand collaborates with renowned designers like Staple and Trapstar to deliver cutting-edge designs The PUMA Group encompasses the PUMA brand, COBRA Golf, and Dobotex, distributing its products in over 120 countries and employing more than 13,000 people globally.
Vision: Focus on making the company an industry leader, with a focus on sustainability
Mission: To become "The fastest sports brand in the world"
PUMA Fast Rider is a sports shoe collection inspired by the design of running shoes in the 1980s with a modern design Over time and the prevailing fashion trend Fast
Rider gradually turned to the street genre, putting on a bit of streetwear direction
This comeback, PUMA has reincarnated Fast Rider into 2 different colorways:
The PUMA Fast Rider, now available in an updated black and orange colorway alongside its original '80s retro blue and yellow, showcases a classic running silhouette inspired by early 1980s designs This iconic model features a blend of suede and mesh for the upper, complemented by the signature Federbein outsole that ensures excellent traction, stability, and grip Additional details include distinctive racetrack branding in leather and gilded accents on the side walls, making the PUMA Fast Rider a must-have for any classic trainer enthusiast's wardrobe.
IMC objectives
(Base on pyramid of Communication effects ( figure in appendix 3 ) and business objective (600.000 purchase ))
Awareness: Create awareness about PUMA especially PUMA Fast Rider collection by 23,1% of target market (Generation Z and Millennials - gen Y) in VietNam
Knowledge: Provide knowledge about PUMA and PUMA Fast Rider collection by
18% of target market (Generation Z and Millennials - gen Y) in VietNam
Liking: Achieve liking of PUMA Fast Rider collection by 10,3% of target market
(Generation Z and Millennials - gen Y) in VietNam
Preference: Achieve preference of PUMA Fast Rider collection by 6,4% of target market (millennialz - gen Z and gen Y) in VietNam
Purchase: Achieve 1,3% of target market ( Generation Z and Millennials - gen Y ) purchase the product of PUMA Fast Rider collection.
Target audiences
(Gen Y) Geography Accommodation Living in Vietnam Living in Vietnam
Marital status Not married Single or married
Job Mainly student, college student
Office worker, who went to work…
Income Below 5 Millions VNĐ From 5 to 15 million
Dynamic personality, like to experience, like freedom, like colorful things, adventure, like to express yourself Follow social media sites to stay up to date
Having a mature way of thinking, preferring minimalism, sustainability, safety, and comfort Practice sport
Concerns Study, entertain, appearance Work, family, health
Enjoy shopping online through e-commerce platforms: Lazada, Shopee… or the company's website Also, buy at the store
Like to go shopping online through e- commerce platforms:
Lazada, Shopee… Or buy at the store
Purchase frequency More than 2 times/year 1 time/year
Type of device used Often use smartphone Use phone, desktop, laptop
❖ Employees of the Firm: The people who strive, strive and unite to help
PUMA company become more and more popular with customers
❖ Community members: The group of people who love sneaker are Gen Z and
Gen Y living in big cities in Vietnam
❖ Media: PUMA develops relationships with large, long-standing, highly reputable online newspapers in the field of shoes and fashion
❖ Educator: Influencers ( mainly focus in Fabo Nguyen and Duyet fashion ), groups, fanpages and organizations specializing in shoes in Vietnam
Fabo Nguy n: ( figure in appendix 4 ) ễ Real name is Nguyen Ngoc Tuan - Born in
In 1987, he emerged as a leading figure among wealthy individuals in the Vietnamese hypebeast community, thanks to his self-titled YouTube channel dedicated to unboxing luxury brands and showcasing rare, high-end sneakers His deep passion for sneakers, combined with his affluence, has established him as a prominent influencer and a respected icon among youth worldwide.
Duyet Fashion: ( figure in appendix 5 ) Real name is Pham The Duyet, born in
1995 in Phuc Le, Hai Phong In 2015, he started his journey to study in Germany and start a business In a developed economy like Germany, it is easier to have sneakers
Duyet’s YouTube channel features in-depth reviews of the latest footwear from renowned sportswear brands like Yeezy, Nike, and Louis Vuitton In addition to showcasing these popular shoes, he also engages with his audience by clarifying trending terms within the online community and discussing topics that captivate his fans.
Program
The resurgence of '90s running sneakers has captivated the footwear market, particularly among young consumers who favor retro and vintage-inspired styles This trend resonates strongly with Gen Z and Gen Y sports enthusiasts, who seek durable, dynamically designed shoes that provide optimal support for athletic activities These sneakers not only enhance performance by maximizing speed and flexibility but also ensure effective muscle and joint function during workouts.
PUMA aims to be the "World's Fastest Sports Brand," drawing on 65 years of experience in designing products for elite athletes By focusing on performance innovation and cultural trends, PUMA resonates with Gen Z and Gen Y consumers The revival of the retro-style PUMA Fast Rider sneaker caters to young people's preferences while delivering maximum performance and speed This timeless product not only honors past successes but also sets a new trend in retro sneakers, combining style with speed-enhancing capabilities for the future.
Big Idea : FTL-Faster than light
Slogan: