xxii Trang 11 Abbreviation Glossary IMC intergrated marketing commucation : TVC: Television Commercial UFM: University of Finance - Marketing UEH: University of Economics Ho Chi Minh Ci
Introduction to the Topic
Overview of the Toothpaste Market in Vietnam
According to a report by Euromonitor, the total retail value of the toothpaste market in Vietnam reached approximately 200 million USD in 2020 It is anticipated that this market will continue to grow in the future The projected market scale is expected to increase from 31.91 billion USD in 2023 to 47 billion USD in 2028, with a CAGR of 8.05% during the forecast period (2023-2028) A recent report on the Fast-Moving Consumer Goods (FMCG) sector in Vietnam, published by research firm Kantar, indicates that the total market scale in 2022 will grow by 5% compared to the previous year, surpassing the 3.7% growth rate in 2021 compared to 2020
The toothpaste market is competitive with the participation of major companies such as Colgate-Palmolive, Procter & Gamble, Unilever, Lion Corporation, and GlaxoSmithKline PLC According to Statistic, by the end of 2014, Colgate Palmolive held a global toothpaste market share of 45%, Unilever held 9%, and Procter & Gamble (P&G) held 15% In the Vietnamese market, Unilever and Colgate together accounted for nearly 90% of the market share, with Unilever leading with a share of over 65% (with key products being P/S and Close Up) and Colgate holding 25% Despite holding a 15% share of the global toothpaste market, P&G's Crest brand holds only a very small market share in Vietnam
Vietnamese consumers are increasingly concerned about oral health and tend to choose high-quality toothpaste products They often seek products with natural ingredients, free from harmful chemicals, and effective in cleaning and protecting oral health A noteworthy consumer trend in the Vietnamese toothpaste market is the growing awareness of environmental protection Consumers are becoming more interested in products with natural components, free from pollution, and with a positive contribution to the environment.
Overview of Unilever
Unilever is a leading global conglomerate in the Fast-Moving Consumer Goods (FMCG) sector, founded in 1930 in London, England, and Rotterdam, Netherlands With over 400 well-known brands like Dove, OMO, and Sunsilk, Unilever produces cosmetics, shampoos, and a variety of other products The corporation operates in 190 countries, with its main objective being to create sustainable progress and improve lives through products and social and environmental initiatives, such as clean water and sanitation programs, educational initiatives, and plastic waste reduction efforts Unilever plays a vital role in the consumer goods industry and contributes to building a better future for the global
1.2.2 Introduction to Unilever Vietnam and Its Formation History
Unilever started its business operations in Vietnam in 1955 with an initial investment of over 300 million USD The company established modern production facilities in Ho Chi Minh City and Bac Ninh Its distribution network includes more than 150 distributors and over 300,000 retailers Today, many Unilever-owned brands like OMO, P/S, Clear, Pond's, Lifebuoy, and Sunsilk have become familiar household names in Vietnam It is estimated that about 35 million Unilever products are used daily by consumers across the country, contributing to improving living conditions, health, and hygiene for Vietnamese citizens With annual growth rates surpassing market growth rates for over 22 years, Unilever Vietnam has become one of the most successful foreign investors in the Vietnamese market
Unilever Vietnam is committed to continuing to accompany consumers, closely cooperating with the Vietnamese government, partners, customers, and suppliers to successfully implement Sustainable Development Plans and achieve its ultimate goal of becoming the most admired company in Vietnam and improving the lives of Vietnamese people.
Closeup Toothpaste Product
Established in 1967 as a Unilever brand, Closeup is the world's first gel toothpaste, offering users a unique experience with its transparent texture and vibrant colors Closeup is a renowned toothpaste brand worldwide, and in Vietnam, it commands a 60% market share While other brands focus on preventing cavities and ensuring dental health, Closeup provides both aesthetic benefits and functionality, offering users a fresh breath and brighter smile to boost confidence Closeup understands that fresh breath and white teeth contribute to enhanced confidence in various situations, whether it's for job interviews, making an impression on the opposite sex, or simply getting closer to someone you care about
Regarding the brand name: "Closeup" signifies intimacy or close interaction The brand is named as such to evoke feelings of closeness, friendliness, and to provide opportunities for confident and natural communication
Closeup is a renowned brand in the oral care sector Its diverse product line is reflected in the appendix and includes the following products:
Table 1 1 CloseUp toothaste product line
Closeup Endless Freshness Cool Crys Toothpaste
Closeup Natural Teeth Whitening Lemo
Closeup Endless Freshness Pepperm Cool Toothpaste
Closeup Natural Teeth Whitening Miner
Closeup White Attraction Diamon Toothpaste
Closeup Natural Teeth Whitening Ac
Closeup Natural Teeth Whitening Sea S
Theoretical Foundation
What is IMC?
Integrated Marketing Communication (IMC) refers to coordinated and tightly integrated marketing activities aimed at delivering clear, consistent, persuasive messages to target customers about a company or its products ( Armstrong & Kotler, 2005)
IMC Tools
Advertising is a paid communication tool designed to introduce a brand's products and services and persuade customers to take actions either in the immediate or future context
Sales promotion involves marketing campaigns that provide incentive value to the sales force, distribution partners, or even consumers, with the goal of boosting sales volume Sales promotion programs are typically categorized into two main types: those focused on consumers and those focused on trade
Public relations can be described as the strategic communication procedure that establishes mutually advantageous connections between organizations and their audiences 2.2.4 Direct Marketing
Direct marketing is a style of advertising that involves communicating with your target market directly to offer information about your business, product, or service A consumer who has been identified as a possible purchase is presented with material that may be of interest to them in this targeted kind of marketing
Internet Marketing is a concept related to digital communication It is a marketing method based on utilizing the Internet environment, which includes the use of email, social media platforms, online websites, and wireless devices
Personal Selling is a marketing approach in which sales representatives directly interact with potential customers The objective is to introduce and persuade interested customers to purchase a product The effectiveness of this method largely relies on the capabilities and skills of the sales personnel, including strong communication abilities and expertise in the subject matter.
Application Models
The SWOT analysis focuses on the Strengths, Weaknesses, Opportunities, and Threats of a business Strengths and weaknesses can be derived from the past or present while opportunities and threats are related to the future Connecting current achievements with innovative strategies for the future helps build a more comprehensive direction, utilize opportunities, and address challenges SWOT not only assesses but also shapes creative strategies and sustainable development
This stage aims to capture the consumer's attention The goal is to create a strong impression in the consumer's mind Strategies commonly used in this stage include interactive advertising, impactful headlines, unique visuals, or invoking curiosity
This stage generates further interest and curiosity after grabbing attention The objective is to prompt consumers to continue learning about the product or service Detailed information is provided about benefits, value, and differentiating features of the product
This stage creates a sense of craving and desire in the consumer The goal is to convince them that the product or service is something they truly need and want Emphasis is placed on highlighting core values, how the product addresses consumer problems, and creating positive use cases
This stage aims to prompt consumers to take specific actions, often making a purchase The ultimate goal is to convert consumer interest and desire into actual purchasing behavior Clear information is provided on how to make a purchase, special offers or incentives are presented, and an easy transaction process is facilitated.
Company Situation Analysis
Micro-environment
Close partnership with domestic small and medium-sized enterprises, consisting of a network of 10 contract manufacturing companies and over 100 raw material and packaging suppliers
Moving towards technology transfer collaborations for contract processing (Long- term strategic cooperation agreement signed with Vietnam Chemical Corporation - Vinachem in 2009)
Manufacturing facilities are strategically located in central areas and close to raw material sources, such as Hanoi and Ho Chi Minh City
Colgate A reliable brand with a long histor worldwide
A variety of dental care product including pests-resistant toothpas teeth whitening and toot protection
Provides comprehensive dental c benefits, from dental care, to gu care to fresh breath
May contain artificial chemica additives, such as sodium lau sulfate (SLS)
Sensodyne Specializing in dental care fo people with sensitive teet relieving pain and sensitivity in th teeth
The ingredients are gentle, do n irritate sensitive teeth
Prices may be higher than oth brands of toothpaste
Limitation in providing oral care benefits other than relieving pa and sensitivity
Crest A reputable and popular brand fro
Provides effective teeth whitenin products and advanced technolog
The presence is not widespread the Vietnamese market compar to other brands
Independent teeth whitening products such as whitening strips, teeth whitening powder, water flossers, and various teeth whitening devices can be considered potential competitors to Close Up toothpaste
For Unilever, they always prioritize "Putting people first" as their foremost pillar This doesn't just mean shoppers or consumers, but the brand focuses on real people with real lives, needs, and aspirations Unilever's customers can be categorized into different groups based on age, income, and what Unilever can offer to them Unilever's customers span all age groups: individuals and families aged 14-50 with varying income levels from average to high; Unilever's target segment is health-conscious and beauty-aware individuals Most of Unilever's products receive significant attention from customers visiting conventional outlets such as grocery stores,
Macro Environment
The economy is developing, and the standard of living for a large portion of the population has significantly improved In the early 1990s, when Unilever first entered the Vietnamese market, the company initially focused on developing products for the mass market segment, meeting essential needs of people at affordable prices However, at present, the company has begun to develop higher-end product lines while maintaining its dominant influence in the existing market segment
The political stability and consistency in major policy perspectives create an optimistic outlook for investors in the market This factor attracts a substantial amount of foreign investment into Vietnam Moreover, the stable political environment also contributes to the stimulation of business production Companies are not burdened with the pressure of political instability and are provided with the necessary conditions for serving production Political stability brings in foreign capital investment for companies, which can then be used to develop and expand their business and market share
In general, Vietnamese people have limited foreign language proficiency, while most imported products use English For instance, citizens might not fully understand the benefits and effective usage of products, leading to hesitations in choosing the company's products Recognizing this, Unilever quickly addressed the issue by designing packaging in Vietnamese, allowing Vietnamese consumers to better understand the products and make informed choices
By understanding customer psychology and combining the efforts of modern technology, Unilever's packaging designers easily gather comprehensive information about the needs, preferences, habits, and emotions of each customer segment From this, they filter essential elements to create a perfect packaging in the eyes of consumers Unilever's design team is equipped with state-of-the-art tools to meet the demands of their work The most commonly used programs in design are Adobe Illustrator, Photoshop, and Acrobat
In addition, thanks to modern technology, Unilever's products can be easily delivered to consumers at a low cost and in a short time through the Internet or home delivery services This service has received high customer satisfaction, contributing to the company's credibility and rapid profitability increase Technology provides businesses with new communication methods with consumers, such as internet advertising banners and advertising programs on mass media This brings Unilever's product image even closer to consumers.
STP
Closeup focuses on young individuals and adolescents, ranging in age from 18 to
35 Individuals within this age group usually lead active lifestyles, participate in social activities, regularly attend events, date, or engage in social interactions This leads to their particular interest in maintaining fresh breath and clean teeth, along with a priority for convenience as they prefer not to use multiple different products
Furthermore, Closeup's target market primarily includes those living in cities and urban areas These are places with fast-paced lives, where many emphasize creating positive impressions through their personal image They often seek products like Closeup to protect their fresh breath and bright white teeth, thereby making a strong and impactful impression Closeup not only caters to oral care needs but also contributes to self-expression and self- esteem in various situations
Consumers often choose products based on reputable brands like Closeup and are willing to pay a premium to ensure quality and utility Therefore, the primary target market consists of individuals with average to higher incomes, who are capable of investing in products that guarantee value and the quality that the product provides to consumers.
SWOT
Table 3 2 SWOT analysis of CloseUp
S1: The wealth of private capital
Unilever makes CloseUp stand out
S3: Closeup takes advantage of a sepa architecture within the Unilever system
W1: Depends on the main product
W2: Lack of use of dentists in advertisin Using testimonials from dentists can he Close Up build trust and increase market value for products, as seen in compet brands
Internet and digital marketing help
Closeup increase marketing campa effectiveness and brand awareness
O3: E-commerce development: Close needs to develop e-commerce channel reach consumers effectively in an age increased online shopping
Closeup can be directed towards the gr consumer trend by providin environmentally friendly and attractiv products for those interested in this issu
T1: Competition from big brands like P/ Colgate and Sensodyne is threaten CloseUp's position and market share in dental care market
T2: Ability to change consumer habit Changes in consumer Habits may ca consumers to choose to use natural alternative products, affecting Close U market access
T3: Pressure from spending cuts: Surv show that Vietnamese consumers cutting spending on non-essential ite like groceries and food
Table 3 3 Integrated SWOT analysis of CloseUp
SO1 (S1, 2, 3, 4 + O1) : Take advantage finance, technology and branding: Close can expand its product portfolio to rea multiple client files, thanks to Unilever support and advanced technology
SO2 (S3, 5 + O2): Using AI in marketin
Applying personalized marketing strateg based on AI technology helps CloseUp g market access.SO3 (S1, 4, 5 + O3): commerce development: CloseUp sho harness abundant resources and develo commerce channels to enjoy onli shopping trends
Product: Transforms into a green prod that helps CloseUp build a future advanta in the face of environmental pollution an climate change
ST1 (S1, 5 + T1): Study the strategies your competitors and come up with t appropriate strategies to maintain a improve your market share
ST2 (S3, 4, 5 + T2, T3): Study consum habits and develop communicatio strategies to raise consumer awarenes the importance of toothpaste CloseUp
WT1 (w1 + t2): Continuously updating an improving products in line with marke trends
WT2 (W2 + T2, 3): Product price reductio that matches the general economic situa but does not reduce the quality of t product Combine visual media to t importance of oral health
WO1 (W1 + O1, 2): Proactively improving researching new product lines to meet diverse needs of users WO2 (w2 + oUsing images to raise awareness of benefits of healthy white teeth and a c breath.
Marketing objectives
Business Objective
- Boosting Sales Revenue: Set a business objective to achieve a 5% increase in net revenue for Closeup toothpaste products in the year 2023 compared to the same period last year
- Increasing brand market share, penetrating the domestic market with the goal of achieving an additional 5% market share by the year 2023."
Marketing Ojective
- Enhance Brand Awareness: Position CloseUp toothpaste as the top-of-mind (TOM) product in customers' minds, effectively increasing its brand awareness
- Convey the message “Fresh Breath Confidence in Love.” (“Hơi thở thơm mát - -
Tự tin trong tình yêu”)
- Brand positioning for the toothpaste “Delivering fresh breath and natural white teeth.” (“mang lại hơi thở thơm mát, răng trắng tự nhiên”)
Communication Objective
- Increase brand recognition through various communication channels
- Attract the interest and favor of customers and consumers
- Enhance reach and engagement metrics among target customers participating in the communication event.
Target audiences
WHO Age Group: The target custome demographic for Closeup individuals aged 18 to 35 This a group consists of dynamic youn adults who are in the stage maturing and are concerned ab health and appearance care
Gender: Closeup can target bo males and females, as both gend are concerned about having fre breath and oral care
Income: The target custome demographic has a moderate to h income Oral care and the use quality toothpaste products a important aspects of maintainin health and attractivenes
Therefore, customers are capable investing in high-quality products
Psychology: The target custome have a confident mindset and a concerned about building a positi personal image They desire fre breath and confidence in their da communication
Hobbies: The target custome have an interest in beauty ca health maintenance, and seek quality products to meet the needs They might be interested comprehensive oral care, includi cleaning, cavity prevention, an maintaining fresh breath
Age Group: Gen Z and Gen Y (age
18 to 35) These individuals lea dynamic lifestyles and are active engaged in social activities The often participate in social event entertainment activities, dating, a communication in variou situations
Gender: Closeup targets both mal and females, as both genders concerned about having fresh bre and oral care
Income: Individuals with moderat to higher incomes They have t ability to afford quality products an meet the need for good oral care
Psychology: They are concerne about making positive impressio on others and shining in importa social situations They tend to confident, ready to expres themselves, and interested building their personal image Hobbies: This audience is ofte interested in brands and perso style They prefer multifunctiona products to save time and effort oral care They tend to choo products based on well-know brands such as Closeup
Behavior: They use toothpaste da and maintain regular oral ca habits They also tend to se
Behavior: The target custome may regularly use toothpaste a other oral care products They cou be interested in trying new produc and selecting those that a effective and offer good value multifunctional products to sav time and effort in oral care
WHAT The target customers a particularly concerned abo maintaining strong and clean or health They have a need for us quality products to clean teet prevent cavities, and protect the oral health from issues such bacteria, plaque, and gum diseas
They are interested in usin products that help eliminate ba breath and provide a fresh feeling the mouth throughout the day
They are socially influenced and a sensitive to trends, celebrities, a acquaintances around them social media
The target audience is interested the product's ability to effectivel clean and protect their oral heal They desire a trustworthy oral ca product that helps maintain den health and prevents dental hea issues
The target audience is concern about the brand and reputation of t product They often seek reliab and reputable brands, and Close has built trust with customers ov time
They are influenced by social med trends, celebrities, an acquaintances around them
WHEN They approach the product a learn about it when introduced b relatives, friends from people the trust or they see others using it
Watching TV, surfing social media seeing Closeup's ads and market campaigns
When they get the discou information, the promotion encourages them to learn about product
When you need to replace a ne toothpaste product by searching t
They see the product when th watch TV, surf the social network see Closeup's ads and market campaigns
They approach the product a learn about it when introduced b relatives, friends from people the trust or they see others using it When they get the discou information, the promotion encourages them to learn about product
They're accessing information wh they're shopping in grocerie internet and reading reviews fro other users
They access information when th go shopping at retail stores, supermarkets, convenience supermarkets, or in supermarket
When you need to replace a ne toothpaste product by searching t internet and reading reviews fro other users
WHERE They reach through advertiseme on TV, Facebook, YouTube, etc
In supermarkets or convenien stores, retailers, pharmacies stands and stands
They have a fondness for a actively engage on social med platforms such as Faceboo TikTok, Instagram, and YouTube and they show interest entertainment news from onlin news sources and television.Th frequently visit convenience store supermarkets, and departme stores
They are exposed to advertisi while commuting to work, school, o home through outdoor billboard banners, LED screens, and the lik
WHY Because they're affected by t
KOLs who advertise the produ and want to buy it
Target customers can get advi from dental professionals, such dentists or dentists, or fro relatives who can influence the decision to buy toothpaste
Because they approached t advertising program, the promotio of the brand that wanted to buy trial product
They want a product that gives y a cool breath, protects your tee high quality
Because the target audience interested in keeping your tee healthy and chewing your brea cool
They want a product that build positive personality and confiden in communication and socia interaction
Because they're influenced by tKOLs who advertise the product th they want to buy - because they recommended by family, friends a colleagues to use the product Because they want to choose toothpaste that gives a cool brea protects the mouth, is high quality, convenient and doesn't need to many other supplements
HOW Use it at least twice a day
Brush your teeth for at least minutes, to ensure that the ent surface of the teeth and gums clean
You can use the oral juice th comes after brushing your teeth refresh your breath and enhan your bacteriological capabilities
Use daily at least twice a day Brush your teeth for at least minutes, to ensure that the ent surface of the teeth and gums clean
You can use the oral juice th comes after brushing your teeth cool your breath and enhance yo bactericidal ability.
IMC plan
Issue Analysis
Regarding oral health issues: Consumers face oral health issues such as yellowing teeth, weakened enamel, and bad breath
- Young individuals always want to communicate confidently and make a positive impression on others: fresh breath, white teeth, etc
- The variety of foods and beverages leads to a lack of control over oral health, necessitating a product to protect oral hygiene
- The notion that a well-known brand equals a good product
Customer Insight Analysis
Insight: "B t k ấ ỳ ai cũng muốn có hàm răng trắng sáng và hơi thở thơm mát để tự tin giao ti p và t o ế ạ ấn tượng." - "Everyone wants to have bright white teeth and fresh breath to confidently communicate and leave an impression."
Explanation: Most people care about having bright white teeth and fresh breath This is because a smile is a crucial part of daily communication and can make a strong first impression Customers want to feel confident while speaking, laughing, and being close to others without worrying about their teeth and breath.
Big idea & Key message
Campaign Name: "Why Hesitate to Reveal? - Ngại gì mà không th l ổ ộ
Big idea: In love, there's nothing worth waiting for if we're not willing to reveal ourselves And if we miss the chance, we don't know if there will be a second one Therefore, let Closeup be your companion in love, helping you confidently reveal your feelings to your loved one on Valentine's Day With Closeup, there's no more hesitation, only courage and sincerity Let love flourish and overflow in your heart
Key message: Hãy dũng cảm thổ lộ với người ấy bằng tất cả chân thành - Be brave to reveal your feelings with all your sincerity.
Implementation Plan
Objective: Create a strong message to attract customers Utilize channels such as television, social media, and outdoor advertising, producing diverse content including images, videos, and text
- January 5, 2024: Post hints about the new campaign on Facebook and Instagram platforms
- January 10, 2024: Post hints about the first brand ambassador
- January 15, 2024: Post the announcement about the first brand ambassador (Rapper HIEUTHUHAI)
- January 20, 2024: Post hints about the second brand ambassador
- January 25, 2024: Post the announcement about the second brand ambassador (Miss Nguyen Thuc Thuy Tien)
- January 30, 2024: Post an introduction about the "Why Hesitate to Reveal?" (Ngại gì mà không th l ?) campaign #ngaigimakhongtholo ổ ộ
Miss Nguyen Thuc Thuy Tien: Born in 1998, Thuc Thuy Tien became Miss Grand Vietnam 2021 and represented Vietnam at Miss Grand International 2021 in Thailand She has left a strong impression on her fans through meaningful programs, particularly among the younger generation
Rapper HIEUTHUHAI: Emerging from the King Of Rap competition, rapper HIEUTHUHAI gained a massive fan base and opportunities for career development, receiving recognition from both his family and rap-loving audience HIEUTHUHAI's remarkable appearance and memorable persona have also provided him with multiple collaborations with advertising brands and music programs
Book the popular fanpages followed by a large number of young people to post PR content about the "Why Hesitate to Reveal?" campaign after the announcement of the two brand ambassadors, Miss Nguyen Thuc Thuy Tien and rapper HIEUTHUHAI These fanpages have substantial likes and followers, such as: Advertising Vietnam, Run Your EDM, and Hong Hot Showbiz
Purpose: To keep customers' attention, attract them, and demonstrate the advantages of participating in the company's campaigns and purchasing its products through initiatives like providing in-depth campaign information, encouraging social networking interaction, and promoting outdoor billboards' effective brand recognition
- Media: Show on TV channels such as HTV7, VTV3, HTV2,
- Social networks: Youtube Channel CloseUp Vietnam, Fanpage Facebook CloseUp Vietnam
Book fanpages with a lot of teen viewers, and publish PR about the "Why don't you confess" campaign at the same time as the TVC debut on fan pages with plenty of teen viewers and interaction, such Vietnam EDM Festival, Run Your EDM, Beatvn, and Enjoy Showbiz
Format: Billboard, Maquette, LCD/Frame
- Display: 95 Districts with intersections include Tran Hung Dao, Vincom Dong Khoi,
Vo Thi Sau Pasteur, and Districts with intersections with Tran Hung Dao and Nguyen Bieu
- Maquette: Use GrabTaxi to advertise
- LCD/Frame: Vincom Dong Khoi, Vincom Phan Van Tri, SaiGon Centre, Aeon Mall Binh Tan, Aeon Tan Phu, University of Finance - Marketing, Van Lang University, and University Ho Chi Minh Economy are some examples of commercial centers and universities that have them
- February 7, 2024: Post about Valentine Date's Planner on Facebook
- February 10, 2024: Post New Year wishes on Fanpage CloseUp
- February 6, 2024: Release teaser about TVC on official Fanpage, Youtube, TikTok of Closeup
- February 14, 2024: Post Happy Valentine's Day and invite everyone to share the experience with the closeup Encourage users to share their experiences of Valentine plans created from Close Up on social platforms
- February 14, 2024: Launching TVC on Youtube, Facebook, TikTok
- February 15, 2024: Post recap “Valentine Date’s planner”
- March 1, 2024: Post introduction and implementation of dance challenge
Part 1: Microsite "Valentine Date’s planner"
Create a microsite for the Valentine's Day marketing that consumers can use to plan their dream date for the holiday Users give details relevant to their plan, including addresses, interests, and preferences users must log in or create a Close Up account in orde to access the program
Part 2: Creating a Specific Valentine's Plan
Close Up uses information from the Microsite to create a specific Valentine's plan based on the user's preferences and desires The plan includes locations, activities, times, and gift suggestions Close Up creates a user-friendly interface that displays the plan in a simple and easy- -understand way to
Part 3: Cooperation Partner - Momo, Grab
Partner with Momo and Grab to create special Valentine's Day discount codes and offers Promo code “NgaigimakhongtholoCloseUp” reduces 14.2% for travel receipts by grab and 14.2% for bill payments with Momo affiliates, up to 142k for each payment invoice
Using social media channels, the CloseUp website to promote the campaign Encourage users to share their experiences of Valentine plans created from Close Up on social platforms, using the hashtag #NgaigimakhongtholoCloseUp #Valentinedatesplanner
❖ Create a trend on the Tiktok platform
TikTok Dance Challenge #NgaiGiMaKhongThoLo: Create a short and engaging video that refers to Closeup's message "Don't be afraid to confess"
Dance Challenge on the music "Can't get drunk (remake)" - HIEUTHHUHAI: This is a song that is storming on the music charts today, from taking advantage of the brand ambassador's song, can create new songs unique dance and extremely catch the trend to the message of the campaign When performing a dance challenge, players will dance cover and at the end of each video will give encouragement, call and support young people to confidently confess Two brand ambassadors HIEUTHHUHAI and Miss Nguyen Thuc Thuy Tien initiated Dance Challenge on personal TikTok Use the hashtag
#NgaiGiMaKhongThoLo, encourage users to use this hashtag when participating in the challenge and share their videos
Cooperate with famous TikTokers to join Challenge Dance:
Contact and cooperate with TikTokers who have a large following and are suitable for Closeup's target customers such as: CiiN (11.4M followers); Bongplaybang (287.2K followers); Nguyen Song Linh (180.06K followers), They can take part in challenges, create videos and encourage their fans to participate
Join the challenge with 3 easy steps:
- Step 1: Access Tiktok to use Closeup's dance challenge music
- Step 2: Take the challenge and post the video on your personal TikTok channel as public
- Step 3: Submit the video link of Tiktok performing the challenge at the official website of the program: www.ngaigimakhongtholocungcloseup.com
Time to attend: The program takes place from March 1, 2024 to the end of March 28, 2024 Participants: Over 18 years old
Rewards: 1 special prize, 3 first prizes, 15 second prizes, 50 third prizes, 1000 consolation prizes:
First prize: 3 Iphone 14 pro max 512GB
Second prize: 15 JBL Flip 6 Speakers
Third Prize: 50 Lesac Stylish Leather Wallets
Consolation prize: 1000 CloseUp tote bags + Closeup toothpaste with endless fresh mint 230g and Closeup toothbrush
❖ Sponsor for the program "To tinh hoan my" 2024
The program "To tinh hoan my" has always been one of the most popular shows of love, connecting couples with young people Here, the girls and boys have prepared a grand stage, mustering up the courage to confess to your loved one
Sponsorship form: Co-sponsor, for the purpose of advertising by putting Closeup's media messages in the program content or exchanging with advertising duration and will receive benefits such as:
- Put a solemn symbol or logo right under the name of the program on the main backdrop, on the large standee at the entrance, on the banners, delegate cards as aCo-sponsor
- The logo was broadcast on the screen at the main stage and promoted on the screens.
Table 6 1 PR articles in phase 2
Valentine's Day with TVC “Ngại gì mà không th lổ ộ”
The article introduces promotes and explains th meaning of Closeup's ne TVC
Kênh 14 Advertising Việt Nam VNExpress
Close Up, Grab, and Momo
Talking about valentine will help users create great plan for valentin with their loved ones, an special cooperation wit Grab and Momo to hel couples have unforgettab memories
Closeup accompanies th program "T tìnhỏ hoàn m " ỹ
The show "T tình hoàỏ mỹ" has always been one the most popular shows connect couples with youn people
ThoLo, win gifts to your loved ones
Respond, call everyone join Dance Challenge
Timeline
The timeline of 4 phases in IMC plan are presented in Appendix 1
Budget
The budget of 4 phases in IMC plan are presented in Appendix 2
Risk Management
The risk management and backup plans of 4 phases are presented in Appendix 2
1 Belch, G.E and Belch, M.A (2018) Advertising and promotion an Integrated Marketing Communications Perspective 11th edn New York, NY: McGraw Hill LLC
2 Campaign: Closeup - ‘Tìm Em nơi đâu’: Case study Kinh điể- n V viral marketing Ề
Tại Vi t ệ Nam (no date) Brands Vietnam Available at: https://www.brandsvietnam.com/campaign/766-Closeup-Tim-em-noi-dau-Case- study-kinh-dien-ve-Viral-Marketing-tai-Viet-Nam (Accessed: 02 August 2023)
3 Kotler, P., Armstrong, G.M and Balasubramanian, S (2024) ‘Promotion mix’, in Principles of Marketing 17th edn Harlow (Essex) etc.: Pearson Education, pp 425–
4 Oral care in Vietnam (no date) Euromonitor Available at: https://www.euromonitor.com/oral-care- -in vietnam/report?fbclid=IwAR04L4aMSLw4zVKGjBER13OmhmtmHPO7LgckG- 304stdHBY67jXmhi43S4k (Accessed: 8 August 2023)
5 Toothpaste market share (no date) Home Available at: https://www.mordorintelligence.com/industry-reports/global-toothpaste- market/market-share?fbclid=IwAR2MYzzURXfFT6Z1TYvx9p3iy8sm3TN8Oc- sphr2brY35bGBdzHt3I5nW7M (Accessed: 5 August 2023)
Figure 6 1 The budget in phase 1
Figure 6 2 The budget in phase 2
Figure 6 3 The budget in phase 3
Figure 6 4 The budget in phase 4
Table 6 4 Budget in phase 1 PHASE 1
Activities Detail Unit Volume Price Total
Table 6 5 Budget in phase 2 PHASE 2
Activitie Detail Unit Volume Price Total
Fanpage Vietnam EDM Festival Post 1 5.000.000 27.000.000
Tote bag + Closeup toothpaste + closeu brush teeth
Sponsor To tinh hoan my 2024 contact 1 300.000.000
Table 6 6 Budget in phase 3 PHASE 3
Activities Detail Unit Volume Price Total
Linda Ngo - Phong Dat video 1 20.000.000 50.000.000
Phuong Anh - Trinh Dong video 1 15.000.000
Lucky Spin Tote bag closeup unit 500 7.000 10.500.000
Table 6 7 Budget in phase 4 PHASE 4
Activities Detail Unit Volume Price Total
Selling Book the display points Location unit 5 100.000.000 500.000.000
Lucky Spin Tote bag closeup unit 500 7.000 3.500.000
Appendix 3: Risk Management and backup plan
Table 6 8 Risk management in phase 1
When releasing hints and suggestio misunderstandings or incorre interpretations about your product or proje can occur This can lead to the spread inaccurate information and create unintend perceptions
Ensure that posts and messages are conv clearly and avoid ambiguity Consider usi simple language and illustrative images enhance message clarity In case misunderstandings, respond promptly providing accurate information and correcti any misinformation
Limited Control over User Feedback: In cases of negative feedback, listen a understand users' opinions Seek to add issues openly, respectfully, and with willingness to resolve them
Unexpected Interactions Maintain regular monitoring of interaction on posts If engagement falls short expectations, you can adjust your strategy content to generate more interest
Premature Information Leakage Safeguard all campaign-related informat and only disclose it at the appropriate time the event of early leaks, be prepared to ad or create alternative plans
Customer Dissatisfaction with Final ProducEnsure that the final TVC meets custom expectations and avoids disappointing the
In the case of any negative feedback, prepared to improve and adjust to enha product quality and customer experience
Competition with Other Ad Campaigns This requires careful market monitoring a understanding If other advertising campaig are competing during the same perio consider adjusting schedules or customiz your strategy to stand out
Table 6 9 Risk management in phase 2
TikTok Dance Challenge not achievin sufficient participation or conveying th desired message
Diversify Media Channels: Instead of sole focusing on TikTok, we will utilize multiple platforms such as Instagram, Facebo Twitter, and even email marketing promote the challenge This broadens reach and attracts a diverse range participants
Swift Interaction and Response: Monitor a engage with early participants Respo positively, like, and share participant vide to encourage others to join
Encourage Sharing of Experiences T might lead to negative feedback unfavorable opinions about the campai potentially impacting the brand negatively
Identify Potential Issues: Prepare back messages to explain or address nega feedback Focus on the campaign's ben and objectives
Response Strategy: Have a plan in plac manage negative feedback or opinio Identify typical scenarios and create back messages to explain or address th sensitively
Rights and Benefits Concerns: Wh collaborating with partners like Momo an
Grab, there is a possibility of issues aris related to the improper application discount codes or customer benefits, lead to a loss of trust from customers
Clear Agreements: Ensure that the terms benefits of the collaboration are clea agreed upon in advance Cond negotiations and sign contracts agreements with partners, including ter related to discount codes and custom benefits
Complaint Handling Mechanism: Establish complaint handling mechanism from t customer's side regarding discount code benefits This provides customers with t opportunity to provide feedback or fi complaints if any issues arise
Personal Information Manageme Implement Appropriate Security Measure
Concerns: Utilizing information from th
Microsite requires safeguarding custome personal data Data breaches could lea legal issues and impact the bran reputation
Use suitable security measures to pro customers' personal information fro unauthorized access or data breaches Ut data encryption, authentication systems, other security measures to ensure d confidentiality
Collect Only Necessary Person Information: Gather only the essent personal information required for th campaign's purposes Avoid collecti excessive unnecessary data to minimize r associated with data storage a management
Collaborate with Information Securit Experts or Legal Professionals: Partner w information security experts or leg professionals to ensure full compliance w legal regulations and the effectiv implementation of security measures
During the process of developing t
Microsite, the risk of malicious intrusio exists
Having a cybersecurity team read available to secure information and addr adverse situations is essential Additiona collaborating with information securit experts or legal professionals ensu compliance with all legal regulations and t effective implementation of security measu
Table 6 10 Risk management in phase 3
The "Thổ lộ cùng CloseUp" mini-game or the
Closeup Music Fest event may not achie sufficient customer participation, resulting a lack of effectiveness for the campaign
Enhance advertising and promotion leading to the event to create anticipation a motivation for participation
Develop a robust information campaign boost engagement and provide cl explanations of the benefits of participating the event
Collaborating with KOLs does not yield th expected interaction and engagement, lea to the campaign's effectiveness be compromised
Thoroughly vet KOLs before collaboration ensure their alignment with the CloseUp bra and their capability to stimulate interaction.
OOH advertising is susceptible to vandali or damage by pedestrians or unfores factors
Monitor the status of OOH advertising a conduct regular inspections to promptly det any issues and implement necessary correc measures
Salespeople may struggle to inter effectively or build strong relationships wi customers, resulting in the ineffectiveness the personal selling strategy
Ensure that sales staff are trained communication skills, product and servi knowledge, and effective customer handl techniques
Table 6 11 Risk management in phase 4
To limit the limited interaction on socia media: Posts about the "Closeup Mu
Fest" event on social media may not rece sufficient engagement
Boost engagement by utilizing images, vide thought-provoking questions to stimula discussions, and fostering interaction throu organizing contests and quizzes related to Close Up Music Fest event
Risks for the Close Up Music Fest eve
Event Organization Issues or Unexpec
Develop a detailed contingency plan for t event
Ensure an experienced event management is in place to swiftly address any issues
Fraudulent Participation in Promotions Implement stringent security measures discount codes, such as using OTP codes transaction confirmation
Verify and authenticate orders befo processing transactions
Rioting, Intrusion, Chaos Provide robust security measures and cro control mechanisms
Traffic Accidents, Injuries, Poisoningc Arrange emergency services, provide med and safety information
Heavy Rain, Storms, Lightning Have weather forecasts and backup pl inplace, including shelter options or eve cancellation if necessary
Fires, Area Fires Supply firefighting equipment, adhere to f safety regulations
Copyright Infringement, Venue Violations Gather necessary permits and licenses, com with copyright laws and personal da protection
Environmental Pollution, Nature Damage Implement environmental protection measu manage waste and water sources
Loss Create a detailed financial plan, moni revenue and expenses
Difficulties Offer public transportation options, mana traffic flow
Professional Management Formulate a detailed plan, utilize support event management technology
Appendix 4: Facebook fanpage and Tiktok KOLs
Advertising Viet Nam: This fanpage provides information about marketing, advertising campaigns, and communication activities of various businesses
Engagement Rate: 1K - 2K reacts/post and 200 - 500 comments/post
Run Your EDM: One of the pages known for quick updates on daily information for social media users It covers topics related to businesses, promotions, campaigns, music videos Follower Count: 1.2 million
Engagement Rate: 5K - 10K reacts/post and 500 - 1500 comments/post
Hong hot Showbiz: This page is the earliest to provide updates on the day's "hot" news, as well as the personal lives of artists in the showbiz industry It focuses on all the issues that the younger generation is particularly interested in, receiving a significant amount of engagement
Engagement Rate: average 6,000 reacts/post and 700 - 1500 comments/post.
Vietnam EDM Festival: This fanpage provides information about marketing, advertising campaigns, and media activities of businesses
Follower Count: 1.3 million followers, 910K likes
Engagement Rate: average 1k 3k reacts/post and 200 - 500 comments per post.– Beatvn: Beatvn is a well-known fanpage in Vietnam with over 2 million followers It focuses on entertainment fields to cater to the youth
Engagement Rate: average 5k 10k reacts/post and 200 - 500 comments per post.–
• CiiN (11.4M followers): Ciin Bui Thao Ly - a TikToker with a beautiful appearance and remarkable dancing ability, currently has millions of followers and hundreds of millions of likes on her videos Her dance videos often reach millions of views and there are videos with more than 10 million views, and she is also a prominent figure on TikTok
• Bongplaybang (287.2K followers): Pham Ngoc Nhi, also known as Bongplaybang, is a famous TikToker with videos reaching millions of views Nhi's style focuses on hip hop dance, which is a hot trend among young people With the nickname "trend creator", the simple dances created by Nhi often spread widely and were enthusiastically covered by young people
• Nguyen Song Linh (180.06K followers): Song Linh and Gia Linh are two dancers and choreographers from the dance group Fed Crew, and both are dance teachers in Hanoi They have continuously made their mark in recent years when participating in a number of MVs by Hoang Thuy Linh and other artist s.
Figure 6 5 On-board music fest timeline
Figure 7 4 Poster of music fest
Figure 7 3 Kiss cam in music fest
Figure 7 8 Nha Trang trip reward
Figure 7 9 Prize for winners tiktok chanllenge
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