Developing intergrated marketing communication plan for ldedicate watch of curnons brand in the first 6 months of 2024

MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING DEVELOPING INTERGRATED MARKETING COMMUNICATION PLAN FOR "LDEDICATE" WATCH OF CURNON'S BRAND IN THE FIRST MONTHS OF 2024 INTERGRATED MARKETING COMMUNICATIOS MAJOR: MANAGER MARKETING Name: Ngo Ngoc Lam Class: CLC_21DMA01 Student code: 2121003818 HO CHI MINH CITY, 2023 MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING DEVELOPING INTERGRATED MARKETING COMMUNICATION PLAN FOR "LDEDICATE" WATCH OF CURNON'S BRAND IN THE FIRST MONTHS OF 2024 INTERGRATED MARKETING COMMUNICATIOS MAJOR: MANAGER MARKETING Name: Ngo Ngoc Lam Class: CLC_21DMA01 Student code: 2121003818 Teacher: Nguyen Thi Minh Ngoc HO CHI MINH CITY, 2023 Table of Contents Table of Contents i TABLE OF FIGURES ii TABLE iii INSTRUCTOR TESTIMONIALS v ACKNOWLEDGMENTS vi CHAPTER 1: THE COMPANY'S SITUATION ANALYSIS .1 1.1 A brief introduction to Curnon 1.2 Curnon brand .2 1.3 Products .3 1.4 Overview of the influence of environmental factors 1.4.1 Macro environment 1.4.2 Microenvironment CHAPTER 2: MARKET AND BUSINESS OVERVIEW .6 2.1 Market analysis 2.2 Development potential of watch market in Vietnam 2.3 S.W.O.T 2.4 STP 2.4.1 Market segmentation 2.4.2 Target market .8 2.4.3 Market positioning .8 CHAPTER 3: DEVELOPING A COMMUNICATION PLAN FOR LDEDICATE PRODUCTS 12 3.1 Product launches .12 3.2 Campaign objectives 13 3.2.1 Business objectives 14 3.2.2 Marketing Objectives 14 3.2.3 IMC Objectives 14 3.3 Target Audiences .14 3.4 Insight 15 3.5 Big idea and message 15 i 3.6 Campaign Framing 15 3.6.1 Phase 1: 01/01/2024 – 01/04/2024 .16 3.6.2 Phase (02/04/2024 – 30/4/2024) 23 3.6.3 Phase (01/05/2024 – 31/06/2024) 32 3.7 Timeline and Budget 33 3.7.1 Timeline .33 3.7.2 Budget 33 CHAPTER 4: MEASUREMENT AND EVALUATION .35 4.1 Define assessment objectives 35 4.2 Conduct an audit .35 References: 36 TABLE OF FIGURES Figure 1: Curnon ‘s brand Figure 2: Men’s watches Figure 3: Women’s watches Figure 1: Positioning Error! Bookmark not defined Figure 1: Bộ máy Miyota 12 Figure 2: Cat Linh – Ha Dong Railway Station 17 Figure 3: Advertisement at the staircase 18 Figure 4: Escalator advertising 18 Figure 5: WearSocial 2020 study on Internet penetration rate in Vietnam 19 Figure 6: WeareSocial research on the percentage of social media users by age .20 Figure 7: Curnon’s Facebook 21 Figure 8: WeareSocial 2020 study on social media usage rates 21 Figure 8: WeareSocial 2020 study on social media usage rates Error! Bookmark not defined ii Figure 9: WeareSocial 2020 research on new brand search information channels .22 Figure 9: WeareSocial 2020 research on new brand search information channels Error! Bookmark not defined Figure 10: Khoai Lang Thang .26 Figure 10: Khoai Lang Thang .Error! Bookmark not defined Figure 11: “STELLA SILVER” 30 Figure 12: “ STELLA GUNMETAL” .31 TABLE Table 1: S.W.O.T Table 2: Direct competitor 10 Table Target Audiences 14 Table 2: Campaigne Framing 16 Table 3: Cost Owned Media 17 Table 4: O.O.H cost .19 Table 5: Facebook ad planning board 23 Table 6: Influencers .24 Table 7: Activity plan sheet 25 Table 8: Booking Cost 26 Table 9: Activity plan sheet .27 Table 10: Cost 28 Table 11: Specific time table .29 Table 12: Cost 30 Table 13: Cost 31 Table 14: Cost 32 Table 15: Cost 33 iii Table 16: Budget 34 CHECK PLAGIARISM iv Document continues below Discover more fQroumản: trị marketing Trường Đại học Tài… 965 documents Go to course Vinamilk Kênh-phân- phối Word-8-điểm… 85 95% (109) Chiến lược marketing-mix của… 15 95% (39) Samsung Marketing Strategy 100% (1) Quản trị marketing BT chương có giải - quản trị marketing… Quản trị 100% (1) marketing Marketing Plan S23 - marplan 100% (1) 15 Quản trị marketing Correctional Administration Criminology 96% (114) INSTRUCTOR TESTIMONIALS Student's first and last name Student’s code Numerical score Faculty signature ( Score in letters) (Full name of lecturer) v ACKNOWLEDGMENTS In the process of working on the last essay, I encountered many difficulties but with the help, guidance and encouragement from the school, the Marketing faculty, especially the instructor Ms Nguyen Thi Minh Ngoc, I completed the topic on time First of all, I would like to express my deep and sincere thanks to the instructor – Ms Nguyen Thi Minh Ngoc who wholeheartedly guided, taught and gave me valuable comments and suggestions, to edit, and complete the report I would like to thank the Marketing Department of University of Finance and Marketing for facilitating me to successfully complete the report Because this is the first time to be implemented, limited in experience and qualifications, the report is still lacking, I hope to receive more comments so that the topic is further improved and has practical meaning Thank you very much! Student Ngô Ngọc Lam vi CHAPTER 1: THE COMPANY'S SITUATION ANALYSIS 1.1 A brief introduction to Curnon History of establishment and development • 2016: Nguyen Quang Thai together with Trinh Anh Duc and Dinh Quang Huy founded and introduced his first watch brand – Curnon Watch • Although newly established in 2016, in December 2017, Curnon officially launched the market with Vietnamese watches Curnon quickly attracted attention from the public thanks to its beautiful design and quality no less than international brands, but at a price suitable for young Vietnamese • In 2018, Curnon Watch grew and became more popular after successfully raising money on Shark Tank season • In 2019, Curnon has become a familiar name in the watch and accessories market in Vietnam Currently, Curnon has stores (3 stores in Hanoi and stores in Ho Chi Minh City), as well as a distribution system with high traffic and purchases • In 2020, the milestone of 50,000 customers trusted and owned Curnon products Mission Providing Vietnamese consumers with high-quality watches, modern and stylish designs, with outstanding value, inspiring spiritual symbols so that they can express themselves, confidently discover their potentials and values Motto With the motto "Start with customers, end with customers", each Curnon product is researched based on the needs that customers want, designed with the enthusiastic heart, desire and creativity of the young Vietnamese team Curnon insists that we can grow our products to the world Core Values They believe that the best way to convey the "WHY NOT?" message must first start with Curnon's own team Start and end with customers: With the spirit of warriors, Curnon fights with himself every day to bring the most "WOW" experience to young Vietnamese Dare to think, dare to do: With the desire to become your companion, we believe that we must have the courage to overcome challenges, dare to think, dare to lead and be different Inspiring: The future for us is world-class products, the young generation of Vietnam full of confidence to pursue their passion, "WHY NOT?" becomes the philosophy of everyone