Môn thi quản trị dự án chủ đề kế hoạch pr cho berte petfood

Target: Title"PR Plan for raising the brand awareness of Berte Pet Food"Slogan“Be Your Friend Needs, Be Berte Mission”Location: The project is implemented in Ho Chi Minh cityDuration: Th

TRƯỜNG ĐẠI HỌC NGOẠI NGỮ - TIN HỌC THÀNH PHỐ HỒ CHÍ MINH

KHOA QUAN HỆ QUỐC TẾ

BÀI TIỂU LUẬN KẾT THÚC HỌC PHẦN HỌC KỲ I

NĂM HỌC 2021 - 2022

MÔN THI: QUẢN TRỊ DỰ ÁN CHỦ ĐỀ: KẾ HOẠCH PR CHO BERTE PETFOOD

Họ và tên: Nguyễn Bảo Hân ; MSSV: 18DH700519 ; Lớp: PR1804

Họ và tên: Trần Thị Đoan Trang ; MSSV: 18DH700497 ; Lớp: PR1803

Họ và tên: Đặng Phương Thảo ; MSSV: 18DH700465 ; Lớp: PR1803

Họ và tên: Nguyễn Ngọc Vân Giang ; MSSV: 18DH700447 ; Lớp: PR1803

Họ và tên: Nguyễn Lê Anh Khoa ; MSSV: 18DH700549 ; Lớp: PR1804

The table describes information about the group of members, in charge of the work, and evaluates the group for members on a 10-point scale.

petfood

PROJECT MANAGEMENT

TABLE OF CONTENT

SUMMARY 1

CONTEXT 3

SCHEDULE & BUDGET 4

TARGET DESCRIPTION 6

WORK ASSIGNMENT 9

RISK MANAGEMENT 12

HANDOVER 14

EVALUATION 15

Target:

Summary

Title "PR Plan for raising the brand awareness of Berte Pet Food"

Slogan “Be Your Friend Needs, Be Berte Mission”

Location: The project is implemented in Ho Chi Minh city

Duration: The project is implemented within 1 year from

January 1, 2022 to December 31, 2022 The project aims to increase public awareness of the

Create trust for consumers, bring a product that meets international standards and develop comprehensively for pets.

Berte Pet Food brand.

Talkshow shared by experts

To achieve the goal, we carry out activities including:

With the implementation of the above 5 activities, we expect the project willreach one million views, 500,000 shares, increase the number of peopleknowing about this brand by 80%, helping to increase sales up about 70%,customers using Berte products trust 100%, 60% of customers after trying itout become loyal customers

Expect

Outcome:

Budget: Estimated cost of the project is 4 billion 620 million, of which implementation

cost is 4 billion 200 million, contingency cost is 420 million

Implementing

Agencies: The implementation of this project is the PR Department of Berte Petfood

Company

In recent years, the number and quality of pet owners in Vietnam have increased rapidly Pets today

are 'personified' and become part of the family That opens up a lot of opportunities for pet products

and services to grow

BerTe Petfood wants this campaign will contribute to raising brand awareness and encouraging

customers to use fresh pet food Build customer trust

Berte Petfood wishes to bring pets complete nutrition made from fresh and safe ingredients

Comprehensive pet care

The pet food market in Vietnam is mostly imported from abroad, we aspire to become one of the

companies providing a source of fresh and clean food "Three No - No Preservatives - No Colorants - No

Chemicals" for pets in Vietnam

Data sources and information related to this project we collected from secondary sources of

information including:

From the above reasons and analysis, we decided it is extremely important to take out this project in

2022 and promote the growth of Berte Petfood Last but not least, contribute to the development of

Market information of cat-eating products from Pety.vn

Articles about trends in choosing pet foods from thepet.vn, pety.cn, kenh14.vn

Survey about popular pet products in Ho Chi Minh City

COntext

We work on this project for the following reasons:

schedule & budget

This project will be conducted within 12 months, from January 2022 to December 31, 2022 In

which, the project's parts include:

Activity 1: 1,5 billion VND (prices may vary)

Activity 2: 1 billion VND (organize events, need to invite veterinarians, pet spa services)

Activity 3: 1 billion VND (expected price)

Activity 4: 500 million VND

Activity 5: 200 million VND (20% for 1 product, 1 day

to sell 100 products x 365 days)

schedule & budget

The total estimated cost of the project is 4 billion 620 million VND, in which the implementation cost is 4 billion VND, the redundancy cost is 420 million VND These expenses are allocated to each activity as follows:

TARGET DESCRIPTION

Raising brand awareness

of Berte Pet Food

Build trust with customers

The event has 2 main goals:

TARGET DESCRIPTION

To achieve this goal, we have carried out the following activities:

Activity 1: TVC

TVC production activities promote the brand with content about pet meals, featuring cats or

dogs who enjoy eating delicious food, whose owners care about their health and well-being

nutritional balance for their pet Reach out to the community of dog owners and animal

lovers Through this activity, we expect TVC to receive good interaction, brand awareness

reaching over 70%, and the number of people interested in and learning about the brand

about 50,000 people right at the time of broadcasting.

Activity 2: Workshop and exhibition

This activity was held at Crescent Mall, carried out by the Agency Activities include a variety

of activities for pets Typically, when using Berte's products, you will receive free advice on a

lifetime diet for your pet This activity will be attended by KOLs who have pets Through this

activity we hope to gain the trust of customers for the company Besides, brand awareness

increased by 60%, revenue increased by 70% and more than 1000 registered members.

TARGET DESCRIPTION

Activity 3: Talk Show shared by experts

These activity experts will share and provide in-depth knowledge about pet nutrition As well

as experience in health care, how to observe nutrition, nutritional balance, and mental

health care for pets This activity is geared towards pet owners who care about their health

This activity we hope will gain the trust of customers for the product The number of

products sold increased rapidly

Activity 4: Pop-up store

This activity places a pop-up store on Nguyen Hue Street Pets can use product samples at

the counter Activities to attract pets to play on the pedestrian street Through this activity,

the level of brand recognition increased, the products sold achieved revenue, gained the

trust of customers

Activity 5: Collab with Pets Home

This activity is done in association with Pet's Home, ordering products at Pets Home stores,

providing free consultation and examination by doctors for customers who buy the

company's products Target all customers who come to Petshome to shop for pet supplies

Through this activity, we hope to achieve the set revenue each month, the trust of the

customers for the brand as well as the long-term use of the product

WORK ASSIGNMENT

We are employees of the PR Department of Berte Petfood Company, including

members Dang Phuong Thao, Tran Thi Doan Trang, Nguyen Bao Han, Nguyen

Ngoc Van Giang, Nguyen Thi Phuong Huy, Nguyen Le Anh Khoa We will be the

person implementing the communication plan with specific roles and

responsibilities as follows:

The project leader is Ms Đặng Phương Thảo:

Task:

- Planning PR project with the team, coordinating the project

- Tracking project progress

- Report to the BOD

Leader of operation 1: TVC: Ms Bảo Hân

- Contact with agencies such as: Alien Media, Dentsu Redder Vietnam, etc.

- Receiving proposal, selecting the appropriate agency

- Attending the meeting, exchanging, providing advertising information to the agency

- Tracking project progress

- Direct report to Ms.Thảo

WORK ASSIGNMENT

Leader of operation 2:Workshop Ms Đoan Trang

Contacting the Department of Culture, Sports and Tourism HCMC for a permit to hold the workshop.

Survey locations Contacting locations: Cresent Mall, Aeon Mall.

Working with the team to come up with ideas for the activity.

Writing a program script.

Checking the designs.

Hiring personnel.

Take care of Kols

Direct report to Ms Thảo

Leader of operation 3: Talkshow Ms Vân Giang

Contact the agency to do the logistics Directly on the program script

List of speakers Media planning Direct report to Ms Thảo

Leader of operation 4: Pop-up store: Mr Anh Khoa

Land survey

Perform product preparation steps

Check design, supervise the whole process

Personnel recruitment

Report directly to Ms Thảo

Leader of operation 5: Collab Ms Phương Huy

Contacting PR Department of Pet's Home

• Negotiating the price when associated brands

• Keep track of vouchers amount and customer reach

• Direct report to Ms Thảo

WORK ASSIGNMENT: BERTE PETFOOD

Raise brand awareness of Berte

Build customer trust

Operator: PR Team of Berte Company

Leader: Thao Dang

Target:

The operational projects are classified according to priority including A is

RISK MANAGEMENT

The implementation project may face many risks, in which we have made plans for the

risks that are likely to occur specifically as follows:

RISK MANAGEMENT

CLOSURE & HANDOVER

The project is expected to end on October 31, after we have implemented all the

activities, as well as basically achieved the objectives, within the allocated budget.

After finishing the project, we will transfer and store back to the company the

following documents and results:

+ All project-related document prints

+ All sources of the TVC and behind the scenes

+ Pictures, banners, posters, vouchers, related to the project

+ PR articles

+ Contracts with related parties: agency, workshop venue, KOLS, Berte Ambassador, Brand

Partners

+ All soft files of the project

+ Copyright of the project's blueprints

+ Right to broadcast viral clip

+ Survey form about brand awareness

+ Residual expenses

+ Confidential information of the project

+ Commitment to confidential information within 3 years from 2021 to 2024 expert critiques

We will collect information from 5000 target customers and

determine what percentage of them remember the communication

plan we implemented We expect that over 90% of the people

surveyed will remember our communication plan.

Based on "Recall":

We expect that 80% of customers in the Vietnam market will change

their attitudes and attitudes towards Vietnamese products,

especially Berte Pet Food

Berte based on "Attitude":

After completing the project, we will evaluate the effectiveness and success of the project based on the following evaluation criteria:

We will collect information from 5000 target customers and

determine what percentage of them remember the communication

plan we implemented We expect that over 90% of the people

surveyed will remember our communication plan.

Based on "Behavior":

We expect that 80% of customers in the Vietnam market will change

their attitudes and attitudes towards Vietnamese products,

especially Berte Pet Food

Based on "Awareness":

BERTE PETFOOD - BỮA ĂN NGON CHO BOSS

SÀNH ĂN!

Berte Petfood luôn tự hào là thương thiệu hàng

đầu mang đến những bữa ăn “tươi ngon” cho

boss cưng nhà bạn Với đa dạng công thức cùng

thành phần nguyên liệu bảo đảm chất lượng

cung cấp đầy đủ dinh dưỡng cho thú nuôi Đồng

thời, với đội ngũ chuyên gia dinh dưỡng giàu

kinh nghiệm sẽ đem đến cho bạn lựa chọn yên

tâm và tin tưởng

PR Articles:

LOGO

group Love Pet

Đ ặng Phương Thảo

Tr ần Thị Đoan Trang

Ngy ễn Ngọc Vân Giang

Nguy ễn Bảo Hân

Nguy ễn Thị Phương Huy

Nguy ễn Lê Anh Khoa