Trang 1 UNIVERSITY OF FINANCE – MARKETING---Integrated Marketing CommunicationsTOPIC 4: ADVERTISING MANAGEMENTTeacher: Trương Thu NgaClass: IP21 DKQ02Team Members: Trang 2 PROJECT: LIFE
The Ministry of Finance UNIVERSITY OF FINANCE – MARKETING Integrated Marketing Communications TOPIC 4: ADVERTISING MANAGEMENT Teacher: Trương Thu Nga Class: IP21 DKQ02 Team Members: Đặng Minh Thư – 2121012811 Văn Công Khánh Lan - 2121013124 Nguyễn Hoàng Thiên Trúc - 2121013440 PROJECT: LIFEBUOY FEMININE YOUR BODY, YOUR BEAUTY LifeBuoy’ Social Mission “As the number antibacterial soap manufacturer in the world, our mission is to bring health and hygiene to one billion people” The goal of the campaign is to liberate society's conception of women's place in the household and in society Lifebuoy not only release new products, also the "My body, my beauty" campaign's theme will encourage women to value, appreciate, and take care of their bodies In this approach, the campaign intends to improve Vietnamese women's self-image and emphasize the importance of each woman's distinctive attractiveness Packaging: With the new packaging, the product not only exhibits an advancement in production technology, is more contemporary and simplistic, and demonstrates femininity and elegance Main Product including options: Rose Mister, Cherry Blossom and Jasmine Lifebuoy Feminine absolutely prevents bacteria, but it also resolves the issue of restoring smoothness for women's skin in the dry season because jojoba oil essence creates a protective barrier to prevent the skin from losing moisture This, combined with the nutrients in flower extracts, helps prevent acne-causing bacteria on the body and gives a clean, fragrant, and healthy skin Rosa Damascena: Passionate and silky rose, and rose extract is a substance made from its petals This rose has a deep red color, a seductive perfume, and a lot of oil Jasmine: Extract from the jasminum officinale flower is balanced, hydrating, and calming Cherry Blossom: In addition to nourishing skin to make it whiter and brighter, also helps you leave a little aroma on your skin after bathing TOPIC 4: ADVERTISING MANAGEMENT 4.1 THE IMPORTANCE OF CREATIVITY IN ADVERTISING Creative Strategy: the image of Vietnamese women has always been associated with the kitchen, household chores, family, and work, leaving little time for self-care They are always expected to be perfect, both beautiful and accomplished, according to societal standards Understanding the aspirations of Vietnamese women, Life Buoy desires to become a companion in their journey of caring for and protecting their bodies, with the message 'My body, my beauty' - the body is a contributing factor to the beauty of a woman, and every woman possesses a unique and distinct beauty Women shine the brightest when they are true to themselves Creative Statics: Create a unique “MY BODY, MY BEAUTY” advertising campaign for the new female shower gel product line: Lifebuoy Feminine, suitable for the target audience Focus on using social media channels to create content that attract customers, in line with current trends Power Idea: “My Body, My Beauty” 4.2 ADVERTISING CREATIVITY Widespread communication about the "own" beauty of a woman Each shape, each skin, and each individual has its own charm You are only beautiful when Originality you are yourself This element creates the uniqueness of the advertising campaign “MY BODY, MY BEAUTY”, when women today always follow beauty standards Combines online and offline communication Besides, is the flexibility of the Flexibility new product line, combining many uses, supports women to show off their own beauty confidently Elaboratio Conclude the campaign by asking women if they have seen the beauty that only n they have Build strong beliefs in their minds Synthesis Combine building content on many different sales and communication platforms Artistic Using Pink as the main color, the color represents women Combining images of flowers implies that each woman is a flower, beautiful, gentle, and fragrant 4.3 PLANNING CREATIVE STRATEGY Business objectives: Expand the market on e-commerce platforms, expand the product portfolio Marketing objective: Increase the relevancy of products and brands to the interest of consumers Building awareness for the brand's new product line: LIFEBUOY FEMININE Target audience: Women aged 20-45, have busy lifestyle (study, work, housework ) often find integrated products to save time They’re modern, feminine and attractive They often buying online through E-commerce instead of traditional forms for their need Communication objective: Raise awareness of the inherent beauty of each woman Lifebuoy Feminine will become a friend, accompanying women in the process of taking care of their skin, both clean, smooth and fragrant, helping them to be more confident and love themselves more 4.4 THE CREATIVE PROCESS Identify the target market Therefore, the point of view "MY BODY, MY BEAUTY" is being developed, and it is being put into effect Immersion The firm chose the Vietnamese market, targeting women between the ages of 20 Digestion and 45 who have busy lives (school, job, housekeeping, etc.) and are frequently seeking for items that are suited for saving time Incubation According to research and a survey, most consumers feel that present shower gel products only satisfy some of their demands, such as being clean or scented Illuminatio We began the process of developing a product line that could fulfill the n requirements for quality and cleanliness following the use of the product, as Verification well as the requirement to guarantee that the product's aroma is kept on the client's skin, saved Understanding the issue from the target customer file reveals that they have numerous requirements for a shower gel product because they constantly worry about being criticized and feel compelled to adhere to social beauty standards The brand performs the product's marketing campaign based on the given context; this message has real-world applications and resonates with contemporary women in Viet Nam 4.5 CREATIVE STRATEGY DEVELOPMENT Marketing Communication Activities: Integrated: This strategy includes integration between different media, such as advertising through e-commerce platforms, TV advertising, social media, PR and direct selling: deliver a synchronized and consistent message about LIFEBUOY FEMININE to customers Interrelated: Cooperate with wholesalers and retailers, to propose booth locations and new product layouts to be placed in a prominent, recognizable place Coordinated: customers will receive consistent and powerful advertising messages from a variety of sources, helping to increase and establish the brand of the product Coordinate and integrate various marketing activities, including television, newspaper, internet, and other marketing activities to create a “MY BODY, MY BEAUTY” message to customers about Lifebuoy Feminine product line Centered on a Theme or Idea In Different Media: Social media (TikTok, Youtube, Facebook ), TVC, Print ad and Banner in public Over a Time Period: From September 2023 to December 2023 Advertising campaign theme: central message: “MY BODY, MY BEAUTY” Building a Copy plat-form Outline: Brand Image: Becoming a friendly brand for the community, understanding consumers' feelings, having both high antiseptic and feminine scents USP: This is an integrated product line for women, keeping the inherent cleansing and bactericidal functions of the brand, and at the same time has feminine scents, with the function of softening the skin Inherent Drama: Create the image of a gorgeous, self-assured lady who isn't intimidated by societal stigmas and can be herself everywhere Positioning: Because in this campaign, Lifebuoy participates in the new customer segment (20-45 years old, female), new products (shower gel for women), therefore, our brand positioning goal currently Prompted (One of the brand that comes to mind when thinking of a female shower gel) 4.6 APPEALS AND EXECUTION STYLES Advertising appeals: Glittering Generalities (use beautiful, noble images): Invoking noble concept of feminism to self-praise Relationship Marketing: This method aims to retain and satisfy customer needs Advertisers use information that meets the needs and preferences of customers, Internet Advertising: online advertising Emotional Appeals: Feminine Appeal: The goal of the feminine appeal is to make people feel that if they use a particular product or service they will possess sought-after characters associated with their gender Appealing to Social Based Feelings: Respect, Recognition, Belong Transformation ads: Ads create emotions: Empathy and understanding, the brand understands the feelings that modern women are going through Execution style: Lifestyle, Slice of life 4.7 CREATIVE TACTICS Creative tactics for Print Ad Headline: Brand name and campaign message Subhead: Describe the use and scent of the product Body copy: description of product ingredients Visual element: Flower, featured for the new product line Format: Show femininity and softness Highlight the product, and attach the brand logo and communication message (and then insert the ad image) Size: A3, 9:16, 3:5, 5:5 Color: Rose, Pastel Yellow and White, Light pink, Pastel green Production Stages for TV Commercials Preproduction: Duration: 12 seconds, in the time frame B4F - 18:30 to 19:00 Cost: Nearly 60 million for 12 seconds for prime time on TV at the selected time slot Broadcast on TV channels: VTV, TikTok, Youtube Ads Postproduction tasks: tasks performed after filming is complete to produce a movie, video, or television show These jobs are reflected in our products, including: Editing: through design software: Canva, PS, AI Languages: Vietnamese and English Special effects and motion graphics (VFX) Staging and mixing sound Check the quality before publishing the TVC, video product 4.8 CLIENT EVALUATION AND APPROVAL OF CREATIVE Consistent with the brand’s marketing objectives: Increase the relevance of products and brands to the interest of consumers Building awareness for the brand's new product line: LIFEBUOY FEMININE Consistent with the brand’s advertising objectives: Document continues below Discover more fMroamrk:eting Plan CLC_19DMA03 Trường Đại học Tài… 82 documents Go to course CLC 19DMA03 Marketing Services… 50 100% (45) Knorr-TỔNG-HỢP - Marketing plan for… 23 93% (29) Chiến lược Marketing quốc tế dịch 100 37 Môn 100% (1) Marketing… Netflix Segmentation Marketing Services Marketing 76% (29) Plan The Impact of SNS Advertisements on… 10 Marketing 100% (1) Plan Correctional Administration Criminology 96% (114) Raise awareness of the inherent beauty of each woman Lifebuoy Feminine will become a friend, accompanying women in the process of taking care of their skin, clean, smooth and fragrant, helping them to be more confident and love themselves more Consistent with creative strategy, and objective: From the lingering remnants of feudal society, the image of Vietnamese women has always been associated with the kitchen, household chores, family, and work, leaving little time for self-care They are always expected to be perfect, both beautiful and accomplished, according to societal standards Understanding the aspirations of Vietnamese women, LB desires to become a companion in their journey of caring for and protecting their bodies, with the message 'My body, my beauty' - the body is a contributing factor to the beauty of a woman, and every woman possesses a unique and distinct beauty Women shine the brightest when they are true to themselves Communicate what it’s supposed to: It almost conveys all the things associated with women, showing that Lifebuoy shower gel is a close friend on the journey of taking care of a woman’s body Approach appropriate to the target audience: The marketing campaign will show on multi-platform so the advertisement can reach every one age Communicate a clear, convincing message: The message contains the meaning about women: “My body, My beauty” - short but meaningful Does execution overwhelm the message? The message accompanies the advertisement by repeating throughout the advertising video Appropriate to the media environment? The advertisement appears on high access, intense censorship and strict algorithm platforms, moreover the clips are colorful and bringing a feminist vibe not only appropriate but also inspired Is the advertisement truthful and tasteful? The advertisement just illustrates the product is condensed and clear, brings the first sight and feeling to the viewer, attracts their curiosity, reflect today's society 4.9 AN OVERVIEW OF MEDIA PLANNING Planning: From the echoes of the feudal society, the image of a Vietnamese girl is always associated with the kitchen, house, family, and work, with little time to take care of herself They always have to become perfect, both beautiful and talented according to society's standards Understanding the thoughts of Vietnamese women, LB wishes to become a companion in the journey of taking care and protecting the body of Vietnamese women with the message "My body, my beauty" - the body is a Factors contributing to the beauty of a woman, each woman has a special and unique beauty Women are at their best when they are themselves Objective: Raise awareness of the inherent beauty of each woman Lifebuoy Feminine accompanies women in their skin care process Appears in the mind of customers when they want to buy scented shower gel Strategy: We will promote business activities on e-commerce platforms, online platforms instead of traditional methods to match the shopping needs of customers and reduce the load intermediary costs Social Media: TikTok, Youtube, Facebook Broadcast: Short clip, GIF: TV, TikTok, Youtube Print ads: Magazines, newspapers Reach: About million shower gel bottles in months Coverage: Vietnam market Difficulties: Having difficulty in choosing the means of conveying the message Since this is a new product line, Lifebuoy Feminine may have difficulty in attracting new customers and retaining old customers come from Lifebuoy, also the difficulty in develop communication plan to convince customer to buy and believe in the quality of new products 4.10 DEVELOPING THE MEDIA PLAN Analyze the market: We choose to develop and sell products in the Vietnamese market, we target women aged 20-45, have busy lives (study, work, housework ), often find integrated products to save time Modern, feminine, and attractive they often buy online through E- commerce instead of traditional forms Establish media objectives: Marketing objective: Increase the relevance of products and brands to the interest of consumers Building awareness for the brand's new product line: LIFEBUOY FEMININE Communication objective: Raise awareness of the inherent beauty of each woman Lifebuoy Feminine will become a friend, accompanying women in the process of taking care of their skin, both clean, smooth, and fragrant, helping them to be more confident and love themselves more Develop media strategy: Media strategy is a plan that directs the approach and use of media to achieve business goals It includes choosing the right media channels, determining what to broadcast, when to broadcast, budget, and evaluating effectiveness Our media strategy may include: Selection of appropriate communication channels: The company can advertise on e- commerce websites such as Shopee, Lazada, on television channels, newspapers and public media Define content: The company develops content to promote new product lines as well as propagate messages about the inherent beauty of women, attract customers, introduce products, and offer promotions Airing time: from September to December 2023 Evaluating effectiveness: The company evaluates the results after implementing the media strategy, thereby making adjustments for the next strategy Implement media strategy: A implementation media strategy is the implementation of a plan that guides the approach and use of media to achieve the goals of the business It includes implementing the steps in the planned media strategy, such as choosing media channels, creating advertising content, setting broadcast schedules, investing budgets and evaluating effectiveness as listed above Evaluate performance: Evaluate performance is the process of evaluating the effectiveness of a marketing campaign or a business activity, based on predefined metrics and goals It helps businesses see the success or failure of their marketing campaigns or business activities We evaluate the effectiveness of a marketing campaign or business activity by: Defining goals: Define the goals of a marketing campaign or business activity such as increasing sales, increasing website visits, increasing brands, etc Establish performance indicators (KPIs): Establish appropriate performance metrics to check whether the set objectives are being achieved: conversion rate, customer engagement rate, profit rate Data collection: Collect relevant data to measure performance, such as website visits, social media interactions, orders placed, conversion rate, etc Compare with KPIs: Compare actual results with set targets to evaluate the effectiveness of marketing campaigns or business activities Make evaluations and adjustments: Based on the results of the evaluation, Lifebuoy can make assessments and adjust their marketing campaigns or business activities accordingly and increase efficiency 4.12 BROADCAST MEDIA Form: Present on Television, video content on TikTok, Youtube Advantages The lively images, slow moderate video speed Consistent with current trend content that is supposed to communicate both from Gen Z to Gen Y Eye-catching colors, feminine but still very “Lifebuoy” Brief, concise with 10 seconds advertising duration Inviting celebrities or influencers (KOL, KOC) to represent Disadvantages The advertisement’s colors are a bit prominent, reducing the minimalism of the ad High advertising costs in golden time frames, with high density on social platforms Come up with character ideas, draw the proper concept, and draw the proper movements 4.13 PRINT MEDIA Form: Present on Magazine Advantages Preferred to advertise in women’s and beauty magazines Advertise product information, and usage in a more detailed way Readers of different ages and genders Intuitive images, and clear product representation Disadvantages The image is stationary, not an animation like a TV commercial Difficult to impress readers when they have to read too much other information in the magazine Form: Present on Newspaper Advantages Low costs Disadvantages Outdated, no longer being an effective method to reach many people No color printing, difficult to observe the product, difficult to make a strong first impression on readers 4.14 SUPPORT MEDIA Form: Outdoor activites Advantages Close contact with customers, zoning potential customers Can try to expose new client file Outstanding Have a specific place to promote Disadvantages Limited time There are additional costs 4.15 DIRECT MAIL MARKETING Form: Sending promotion email to customer Advantages: Cost savings, Time savings Easy access to customers: One of the outstanding advantages of this form of marketing is that the message can be sent to customers after just click Easy to measure: Track the results of the campaign Disadvantages: Customers may have a bad impression of the business Customers will feel annoyed because of spam Design and size issues: The files need to be small enough to download quickly Emails with lots of images can take too long to load 4.16 INTERNET MARKETING Form: Internet, Social media Advantages Obtain customer information Easily attract customers' attention Can interact with customers via social media and malls, and supermarkets Sell directly to customers with cheaper price since there are no intermediaries Many Ecommerce platform now have measuring tools that available for the businesses Disadvantages Some customers are still limited in using technology, so we may not reach customers like this THE END TOPIC More from: Marketing Plan CLC_19DMA03 Trường Đại học Tài… 82 documents Go to course CLC 19DMA03 Marketing Services… 50 Marketing 100% (45) Plan Knorr-TỔNG-HỢP - Marketing plan for… 23 Marketing 93% (29) Plan ĐO LƯỜNG CHIẾN LƯỢC PHÂN PHỐI Marketing 100% (3) Plan 1961 Phan Thị Trà My 9001 100% (3) 21 Marketing Plan More from: Khánh Lan 102 Trường Đại học Tài… 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