grimm dc brand campaign

Executive Summary Grimm DC brand is known as one of the local brands for young people in Vietnam.. Although this brand was launched in 2016 and has many branches, if put on the balance s

<GRIMM DC= BRAND CAMPAIGN

Class: MC1606

Subject: BRA301 (Brand Management)

Group Members:

1 Hoàng Anh Thư (SS150411)

2 Nguyễn Th Thiên Ân (SS150253) ị

3 Nguyễn Phúc Lâm (SS150642)

4 Ngô Thanh Thuận (SS150045)

5 Huỳnh Y Bình (CS150694)

Date of Submission: July 10, 2022

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CONTENT

Executive Summary 3

Situational Analysis 3

Statement of Need 4

Target Audience 4

Strategy 4

Goals & Objectives 5

Key Message 6

Tactics 6

Executive Plan 7

Evaluation 8

Budget 9

Reference List 10

Appendices 11

Appendix 1: PEST Analysis – Vietnam 11

Appendix 2: SWOT Analysis – Grimm DC 12

Appendix 3: Full list of target media 13

Executive Summary

Grimm DC brand is known as one of the local brands for young people in Vietnam The brand aims for a minimalist, youthful, dynamic style that nevertheless exudes fashion to its customers through the passionately created clothing by Grimm DC Every Grimm DC product, before being sent to customers, undergoes a careful selection process from fabric, print quality to every stitch and, finally, extremely meticulous packaging The brand has increasingly established itself among other "heavy" competitors such as Dirty Coin, BoBui SaiGon, Levents, and others, mostly through unique designs that clearly portray the "characteristics" of the Vietnamese population Although this brand was launched in 2016 and has many branches, if put on the balance sheet with other competitors, Grimm DC is currently "inferior" in terms of brand identity and access to potential customers Besides, through research and conducting surveys, we realize that the brand has not yet clearly defined its customer profile, and that is also one of the reasons for the development of the brand Grimm DC's is still in its infancy, has not been able to reach far and stand on par with other rival brands After discussing, our team came up with appropriate strategies to raise consumer awareness through a media campaign to increase Grimm DC brand awareness

Situational Analysis

1 Media Campaign

• The communication campaign for the new product is still sketchy => limiting the coverage

of the brand image in the Local Brand market

• Grimm DC has not clearly defined target customers, target markets and competitors => Not able to reach potential customers and markets

• The amount of interaction with customers is still low on media platforms (although there are pages with 347,462 likes and 360,035 followers, the posts do not have many interactions and comments with customers)

• Not attracting new customers (based on a survey, many people don't know the brand, have not had the opportunity to experience / buy products, and the brand's image is affected by the media scandal with Youtuber Vo Ha Linh)

2 There are many competitors in the market

Competing on business models:

• Products are similar in design and material, have not had a breakthrough => have not made

an impression on customers

• Competitive price and service: 350.000 - 500.000 per product

• Have not shown customers why they should choose Grimm DC products over other brands (customers actively learn about the company, other brands actively interact with potential customers through running advertising, interaction on social networking platforms)

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Statement of Need

Grimm DC is a fashion brand for young people, but currently, through market research and surveys, the brand has not yet made a big splash and reached many new customers Our team planned a media campaign for Grimm DC and set out to help the brand solve these issues related to brand recognition and consumer awareness in 06/2022-06/2023

Target Audience

• Target customers: young people of Generation Z, ranging in age from 18 to 22

• This is a potential group of people because GEN-Z customers are the main audience that many rival brands are still trying to focus on to attract and attract attention through communication and marketing methods that majorly focus on entertainment social networking platforms such as Facebook, TikTok, Instagram, Youtube, Local brands always try to create content and messages to convey to customers, but the attraction is that attracting young consumers' attention is still a huge challenge

=> Creating a brand personality is essential for Grimm DC, among other rival brands in the market

Strategy

Re-identify customer goals:

• Young people love the content of the product + expand some customer files

• Need to target the right audience, ensure the marketing works better and lead to higher sales or conversions

• Grimm DC's idea is very good (shirt image + conveyed content) but has not been conveyed

to customers

Increase customer awareness

• During the survey, the majority did not know about the brand

• Some know but do not buy or only hear the brand name

• Some bought it but don't buy it anymore

• People knowing about the brand and using it

• Marketing on the web by running ads, content

• Cultural propaganda thanks to customers reviewing products or thanks to KOLS

• Third-party support

• Bringing websites to the top of google (Domain and URL optimization), keywords (Analysis and selection of keywords), seeding fanpage, web fanpage content (Creating content around keywords) and advertising on the internet Website and electronic newspaper for customers to easily find

• Renovate the customer care department as well as the sales staff after the incident with Vo

Ha Linh (Attitude of service + care after purchase)

Product

• Need to come up with ideas for unique and strange products that have not been seen or are new on the market Because of that difference and uniqueness, it is possible to market for local brands effectively (provide images of models with themes suitable for young people)

Goals & Objectives

Goals

• Increase brand awareness (200%/person compared to the number of known people equivalent to 1 million people)

• Improve sales quality by applying better marketing strategies, improving product quality

• Reached 1 million products (product price tb 350.000/1 product) in which customers buy back 70% of new customers 40%

• Cut costs: at least 5% of expenses

• Cutting costs can also help maximize profits in the following ways:

o Analyze and understand all revenues and expenditures in business activities

o Negotiate with suppliers to get cheaper prices especially when buying in bulk

o Optimizing production processes to reduce waste You might consider adopting technologies that save time and expand production

• Continue to maintain the position in the top Local Brand in Vietnam

Objectives

• The first 3-4 months need to market the product as well as reach the user

• Improve the staff to take care of and serve customers Motivating employees can also increase sales Because when employees are satisfied, they work better and help create better products and services, which in turn helps the company to profit You can also apply good performance boosting strategies such as employee of the month ranking, promotion, salary increase, etc The organization of extracurricular activities such as picnics, lunches, cultural programs, etc

• Distributing product content to all customers in the second quarter of the third quarter (2022)

• Cut costs by 5% in the second quarter (2023):

o 3% product cost

o 1.2% of revenue and expenditure (cash by hiring staff, etc.)

o 0.8% Marketing expenses

• Product KPI sold 1 million products until the second quarter of next year 2023

• 2nd quarter + 3rd quarter (2022) reached 30% old customers +10% new customers First 3 months of 1st quarter (2023) there were 30% old customers +25% new customers Quarter

2 (2023) achieved the target of 10% of old customers and 5% of new customers

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Key Message

Grimm DC's 7-year journey has never deviated from a single goal: "Create the best products that Vietnamese people can do, for Vietnamese people to use and proudly talk about" It was like that from the beginning, it is like that now, and it will be like that in the future To swear!

Grimm DC likes to use its quality products to tell the world, especially Vietnamese people, that

we can completely create quality products that are no less than foreign countries

Grimm DC currently does a great job in terms of the message they want to send to the audience, what they lack is just that their transmission is not good, a lot of you buy the product just because it's beautiful but don't understand the meaning behind it Bringing Grimm DC has always liked to bring together things that people thought were unrelated For example, bringing history - national culture into street fashion, or the quality of high fashion into Vietnamese products, or 3D glasses

in the cinema and perfume in the shop on clothes Grimm DC loves to tell stories and loves to bring those stories into their products From products imbued with heroic history such as Con Rong

- Grandson, Dai Dinh Son Ha, 4575, Carp turn into a dragon to collections containing fading cultural values such as: K'Ho, Baby don't cry, or simply folklore shaking Bau Cua, 12 animals all to satisfy this hobby In the future, if we have a new hobby, we will tell you about it again through each product

Convey the message: in many ways, salespeople are the best communicators There are also activities to learn about products on the fanpage itself or when customers come to buy goods (puzzles, mini guessing words, etc.)

Tactics

Social Media

• Facebook will be the main channel for this campaign:

o For attracting customers' attention, the content will be updated on a regular basis

o Contributing to increased interaction and customer acquisition

• TikTok will be the second main channel for this campaign:

o Minigames and livestreams by KOLs will be posted to promote the brand

o Videos of young people reviewing products will be posted regularly

• Instagram will be the third support channel:

o Updating images about products and event information

o Uploading Stories and sponsorship videos to gain more engagement and remind customers about event

• Youtube will be the fourth support channel:

o Publishing teaser video and promotion video for the campaign

Event

• Organize mini rap show to increase brand recall

Sponsorship

• Sponsor 3 clubs belonging to MEC, FPT, and Van Lang universities

Executive Plan

Social Media

Campaign Gantt Chart

Event

Organize mini rap show to increase brand recall

• Date: Scheduled for September 23

• Location: Hall C of FPT University

• Guess event: Dick and BCTM

• Timeline:

Evening: Programs are held with guests attending the events

event 17:00 Welcome guests

18:00 Talking photos with backdrop and stabilizing the location for guests 19:00 Start the event

19:15 Performance by Dick from BCTM

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19:30 Sharing from Founder of GrimmDC

19:45 Event end

19:50 Support staff to clean up the program

Sponsorship

MEC - Multimedia Entertainment Club

• MEC is a club affiliated to FPT University with a lot of experience in organizing events at FPT University such as Move with drama, Shot, Is a long-standing club at FPT University with a new generation of young people full of enthusiasm

FPT Edu Experience Space

• This is a place to give wings for the path of student experience as a fanpage of FPT

Education Organization

Van Lang Fashion

• Van Lang Fashion is a Van Lang University fanpage dedicated to helping and sharing

projects as well as learning activities of Van Lang University's fashion design students

Evaluation

In May, the campaign's effectiveness will be assessed using the following tools:

Social Media

• Sending a survey to assess brand awareness before and after the campaign

• Using Facebook Insights for Facebook, Hootsuite Analytics for Instagram, and Socialinsider for TikTok

Event

• Using Google Forms registration and event attendance statistics

• Data on the number of vouchers distributed to members of the target audience who attended the event

Sponsorship

• Data on the number of vouchers and gifts given out to students who attended the event If

possible, request personal information as well

Budget

No Category Projected Subtotal

(VND) Comments

Social Media

1 Influencer 50.000.000 Quang Đăng Dancer 1-month image using (More than 1 million followers on

TikTok)

2 Video Production 100.000.000 Service of quayphimviet.com

3 Facebook Ads 15.000.000

5 Instagram Ads 8.000.0000

Event

Dick's participation, appearance in the campaign video, use of his images, and attendance at the event (Refer to Huu Bang, Vice President of Van Lang University's Event Club, who has worked with many rappers, organized many music-related events)

10 Rent for shooting device 2.000.000

1 Gimbal Bonin S

2 Lens canon 70-200

1 Lens 18 - 105 G F4

11 Sponsorship 50.000.000

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REFERENCE LIST

Grimm DC việt nam Facebook (n.d.) Retrieved July 10, 2022, from

Facebook of Grimm DC's Founder Facebook (n.d.) Retrieved July 10, 2022, from

https://www.facebook.com/pthduy

YouTube (n.d.) Grimm DC YouTube Retrieved July 10, 2022, from

grimmdc.official Login • instagram (n.d.) Retrieved July 10, 2022, from

https://www.instagram.com/grimmdc.official/

Grimm DC (n.d.) Retrieved July 10, 2022, from https://grimmdc.com/

TikTok (n.d.) Retrieved July 10, 2022, from

https://www.tiktok.com/@grimmdc.vietnam?is_from_webapp=1&sender_device=pc Quang Đăng Dancer TikTok (n.d.) Retrieved July 10, 2022, from

https://www.tiktok.com/@im.quangdang?is_from_webapp=1&sender_device=pc Cloudtek (n.d.) Danh Mục Dịch Vụ quay_phim_viet Retrieved July 10, 2022, from

https://quayphimviet.com/

Google (n.d.) Grimm DC Gantt Chart Google Sheets: Sign-in Retrieved July 10, 2022, from

Quân, H (2021, March 25) Giải Mã Sức Hút Grimm DC (local brand) ở giới trẻ Việt Nam Đồng

Hồ Hải Triều® Retrieved July 10, 2022, from https://donghohaitrieu.com/kinh-nghiem/thoi-trang/giai-ma-suc-hut-grimm-dc-local-brand-o-gioi-tre-viet-nam.html Chiến lược phát triển ngành dệt may đến năm 2030 Moit.gov.vn (n.d.) Retrieved July 10, 2022, from

Person (2022, March 17) Xu Hướng Tiêu Dùng Giai đoạn 'Hậu Covid' đã thay đổi ra sao? baochinhphu.vn Retrieved July 10, 2022, from https://baochinhphu.vn/xu-huong-tieu-dung-giai-doan-hau-covid-da-thay-doi-ra-sao-102220317120111451.htm

Việc Chuẩn, Lương Tốt Việc Làm Phù hợp nhất dành Cho Bạn- Kết Nối Việc (n.d.) Retrieved July 10, 2022, from https://ketnoiviec.net/bai-viet/local-brand-nganh-thoi-trang-tai-viet-nam-thi-truong-moi-me-day-thach-thuc-1046