individual assignment topic developing a media plan for a real company in vietnam chapter 1

Inspired by art and the natural world, set to thebackdrop of the musical masterpiece "For Elise," one of Ludwig van Beethoven''''s most famouscompositions dedicated to the beloved woman, El

INDIVIDUAL ASSIGNMENTName: Nguyễn Trần Khánh Linh

Student ID: HS180707Class: MKT1818Subject: MKT304

Lecturer: Đoàn Thị Thanh Hương

Topic: Developing a Media Plan for a real company in Vietnam(chapter 1)

1 Introduction 2

1.1 Company 2

1.2 Products/ services/ customers 14

2 The situation analysis (MKT) – swot 14

3 The Media strategy plan (6 months) 15

- Objectives – smart goals- Media strategy- Selecting broad media classes- Selecting media within classes- Media use decision4 Creative strategy plan 24

- Schedule- Evaluation and follow up.5 Conclusion 26

6 Reference 27

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Elise was born with a passion for bringing a new fashion breeze closer to the majority ofVietnamese women by its founder, Ms Luu Nga Inspired by art and the natural world, set to thebackdrop of the musical masterpiece "For Elise," one of Ludwig van Beethoven's most famouscompositions dedicated to the beloved woman, Eliza's fashion brand came to life with a missionto cherish all of its customers as Elise's muses.

Elise officially became a multinational company with an extensive network of stores across thecountry, maintaining its leading position in the Vietnamese fashion market in terms of scale and

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development speed Elise owns and satisfies over 2 million loyal customers each year with theintroduction of more than 1,500 pioneering, creative, and unique design models, consistentlysetting the trends and modern, youthful style.

Elise's vision continues to pioneer as a leading domestic brand in Vietnam for fashion andlifestyle products Elise has been recognized at the Asia Retail Awards 2022 as an innovator andgame-changer Acknowledged for its vital role in the Asian retail industry, Elise's adaptability andresilience create strength and distinction This marks Elise's first step into the next phase of theinternational market.

Elise has had a decade of resilience and brilliance, and today, as it enters its second decade, itdoes so with pride and a mission.

1.1 Company

- Elise Fashion is a fashion brand founded by CEO Luu Nga in 2011 Since October 2018, Elisehas been restructured into Elise Fashion and is owned by Elivina Limited Liability Company.FORELISE -FOR ELISE - REACH FURTHER

Proudly born in 2011 out of the passion for business and fashion of its founder, Ms Lưu Nga,Elise has had a resolute and splendid decade Elise today steps into its second decade with aproud mission – Conquer the world A decade that ascends to greater heights, starting from majorcities such as Hong Kong, Tokyo, Seoul, Singapore, New York…

From a startup company with the aspiration to bring an internationally renowned fashion brandcloser to Vietnamese customers, Elise, with unwavering determination and sustainability, hasbuilt an avant-garde fashion empire and continually upgraded, positioning itself as a multinationalcompany.

At present, ELISE is Vietnam's leading fashion brand with 121 stores in 63 provinces and citiesacross the country, maintaining a leading position in terms of scale and development speed.ELISE owns and satisfies over 2 million loyal customers, introducing more than 1,500innovative, creative, and unique designs to the market every year, always at the forefront ofmodern, high-end, and elegant trends and styles ELISE's products are manufactured in Vietnamacross three main factories and 200 business partners, providing over 2,000 direct jobs and morethan 1,000 indirect jobs ELISE has a synchronized and consistent operational system fromdesign, production, and distribution, to customer service in Vietnam.

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Over the past decade, Elise's vision has been to maintain its position as the leading domesticbrand in fashion and lifestyle products The mission is to optimize the shopping journey of Elise'sladies by offering an increasing number of premium product lines with modern, trendy designs atreasonable prices, providing customers with comprehensive and personalized experiences Elisealways cares for its ladies with an unwavering passion for fashion, just as in its early days.ELISE has been recognized at the Retail Asia Awards 2022 with the "Apparel Retailer of theYear" award Elise's adaptability and resilience have created strength and distinctiveness It's timefor Elise's mission to reach new heights - a proud mission for the Vietnamese fashion brand.

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1.2 Products:

Price: 300.000 vnd - 5.000.000 vnd per product

Feminine, elegant, and sophisticated are the qualities that Elise Fashion's designs bring to itscustomers The fashion collections feature high-end designs created through harmoniouscollaborations with leading Vietnamese fashion designers, resulting in classy collections ataffordable prices.

Elise Fashion is renowned for its products with well-proportioned silhouettes, exquisite tailoring,and suitability for the Vietnamese body type and taste These are the defining factors that set Eliseapart.

Elise primarily targets female customers aged 20-45 It can be said that the emergence of thisaffordable fashion brand has transformed the fashion mindset of many women.

2 The situation analysis (MKT) – swot-Strength

o Elise has a high level of brand awareness.

o Elise offers reasonable pricing for each product line, coupled with good quality.o Elise provides high-quality collections at affordable prices.

o Elise holds a significant place in the hearts of many Vietnamese customers, particularly inthe office fashion segment

o As a Vietnamese brand, Elise promotes the "Buy Vietnamese" mindset.o Elise has its own website that ensures customer access and offers exclusive deals

applicable only on the official website.

o After many years of development, Elise has over 100 showrooms across Vietnam, presentin major cities such as Hanoi, Ho Chi Minh City, Danang, Haiphong, and Quang Ninh.o Elise has entered popular e-commerce platforms in Vietnam like Shopee and Lazada.

With the growth of e-commerce platforms, the company has gained experience in sellingthrough them, which is a strong point.

o Elise has kept up with trends by having an official ELISE account with a blue checkmark,allowing them to update the latest product models and fashion trends.

o Elise targets specific customer groups based on the product lines it caters to.

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o Elise is known for its affordable designs in product categories such as office fashion,streetwear, party wear, basic clothing, limited edition items, and accompanying fashionaccessories.

o Beyond the women's fashion market, this brand is also strong in children's fashion withthe "Elise Kids" brand, offering a lovable yet modern and stylish style for customers inthe middle to high-income segments.

o Elise's product lines include office fashion, streetwear, basic products, limited editionitems, children's fashion, and accompanying fashion accessories Furthermore, Elise is areputable, professional, and highly fashionable uniform provider.

o Elise has the opportunity to partner with famous businesses such as Vietnam Television

o In addition to the office fashion segment, investing in the development of Elise Kidsfor the middle to high-income customer segment has encountered various challengesin terms of spreading and introducing it to customers Elise Kids has relatively lowbrand awareness and faces stiff competition in the market.

o Competition also arises from products originating in China, which are known forbeing inexpensive, widely available, and easily accessible.

o Many competitive rivals exist, including both well-known global brands and prominentVietnamese fashion brands such as IVY Moda, Blue Exchange, Canifa, Juno, Hnoss,YaMe, NEM, HOANG PHUC International, Elise, OWEN, Viettien, and more.o In April 2020, Elise launched its online shopping website with an entirely new interface.

This marked a highly anticipated transformation for the Elise fashion brand, with the newwebsite interface and a range of outstanding features It signified an impressive start tothe multi-channel sales strategy, particularly in the context of social isolation due to theoutbreak of the COVID-19 pandemic.

3 The Media strategy plan (6 months)

Objectives – smart goals

The fashion market in Vietnam, in general, as well as Elise specifically, has been evolving andgradually changing in the aftermath of the pandemic Additionally, Elise faces fierce competition

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from other fashion brands Consequently, Elise needs to take strategic steps to enhance its brandawareness and reach a wider audience This involves shaping the brand's image in the minds ofcustomers and developing relationships while recruiting more loyal customers.

To increase brand awareness, Elise can implement the following strategies:

1 Use marketing campaigns to expand the number of followers and boost sales on e-commerceplatforms.

2 Focus on platforms like TikTok, aiming to increase followers from the current 66.6k to 100kwithin six months.

3 Increase the duration of live sales streaming and create multiple discount codes to stimulatepurchases Hiring a professional live-streaming team can be beneficial.

4 Explore trends that can drive creative content from customers, thereby generating positiveword-of-mouth and enhancing the brand's reputation.

Buzz Marketing via Social Networks:

Approach recognizes the influence of social networks and the impact of user-generated content.People trust recommendations from their peers and online connections Encouraging satisfiedcustomers to share their experiences with your product or service on social media User-generatedcontent, reviews, and testimonials can generate buzz and build trust.

-Influencers (KOLs):

Collaborating with Key Opinion Leaders or influencers on platforms like TikTok can be apowerful marketing strategy TikTok has gained immense popularity Partnering with influencerscan easily share their feeling after using the products

-Imagery and Visual Appeal:

Eye-catching product images are essential to grab attention It's important to use high-qualityimages to provide customers with the most visually appealing representation of the product.The conveyed information must be relevant and accurate in comparison to the actual product.Avoid using product images that are purely illustrative in nature.

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Images should create a memorable impression, tell the brand's story, and ultimately driveengagement on social media posts.

-Digital Channels:

Social Media: Choose platforms that align with your target audience's preferences (e.g.,

Facebook, Instagram, Twitter, LinkedIn, TikTok).

Websites: advertising, create a page that integrates shopping and attaches brand information.Email Marketing: After each customer makes a purchase, collect their email addresses to market

products and promotional campaigns to them.

On e-commerce platforms, regularly create discount codes and flash sales at various times.

Content Strategy: Develop a plan for creating and distributing content through these channels.

This includes determining the type of content (e.g., videos, articles, ads), the messaging, and thefrequency of distribution.

Selecting broad media classes

Imargy Interactive tool Buzz Influencers

 Tiktok Shopee Lazada Elise Apps

Create advertising for new products

Register for sale in the sales hours of the E-commerce platform, launch discountcodes when buying products.

Create videos about products on Tiktok and pin the link below.There are exclusive offers that are only applicable to the brand's app.TikTok

 Cooperate withfamous people,famous company:Vietnam Television(Đài Truyền Hình

Collaborating with TikTokers who have a large following can help reach potentialcustomers.

Brands can create their own content where celebrities are featured in videos toenhance brand recognition.

Through partnerships with companies and famous individuals, the product's value iselevated.

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Việt Nam), SaigonCommercial Bank(Ngân Hàng TMCPSài Gòn - SCB).

 Create a page withviral content, usingFacebook ads toaccess morepotentialcustomers.

● Posting images of models wearing the company's latest collections, utilizingFacebook ads for advertising, and providing quick customer consultation.

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● During special occasions and holidays throughout the year, postingannouncements with discounts and promotions.

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Following the strategy from 2019, Elise continues to seek brand ambassadors throughbeauty pageants, acting as a gold sponsor for the competition.

With each new collection, Elise consistently creates stunning lookbooks that arefeatured in fashion magazines, along with product links for easy customer access.

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4 Creative strategy plan- Schedule

- Evaluation and follow-up.

- SMART (Specific, Measurable, Achievable, Relevant, Time-bound) objectives to evaluate themedia strategy plan over the next 6 months.

Objective 1 - Social Media and Influencer Marketing:

Specific: Increase brand awareness and engagement on social media platforms, especially TikTok.Measurable: Achieve a growth of followers on TikTok from 66.6k to 100k within six months.Achievable: Collaborate with TikTok influencers and engage in trending challenges.

Relevant: The objective aligns with the strategy to expand brand awareness and utilize influencermarketing on a popular platform.

Time-bound: Achieve this growth within six months.

Objective 2 - User-Generated Content and Buzz Marketing:

Specific: Leverage user-generated content to create buzz and build trust.

Measurable: Measure the increase in user-generated content, reviews, and testimonials shared bycustomers on social media.

Achievable: Encourage satisfied customers to share their experiences and engage with the brand.

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Relevant: This aligns with the goal of increasing brand awareness and trust.

Time-bound: Continuously monitor and increase user-generated content throughout the 6-monthperiod.

Objective 3 - Visual Appeal and Engagement:

Specific: Enhance the visual appeal of the brand's online presence to drive engagement.Measurable: Track the engagement metrics on social media posts and website visuals.Achievable: Create high-quality, visually appealing content that tells the brand's story.Relevant: This supports the objective of increasing engagement and brand awareness.Time-bound: Continuously monitor and improve visual content and engagement rates over the 6months.

Objective 4 - Digital Marketing:

Specific: Optimize digital channels, including social media, websites, and email marketing, todrive sales and customer loyalty.

Measurable: Monitor the conversion rates from email marketing, the effectiveness of social mediaadvertising, and sales driven through the website.

Achievable: Implement strategies to improve the conversion rates and monitor sales generatedthrough digital channels.

Relevant: This supports the objective of increasing brand loyalty and expanding the customerbase.

Time-bound: Continuously optimize digital channels and monitor performance over the 6 months.

Objective 5 - Traditional Marketing:

Specific: Utilize traditional marketing, such as fashion magazines and print, to complement theonline presence and reach specific demographics.

Measurable: Assess the impact of traditional marketing on brand awareness and customerengagement.

Achievable: Invest in the creation and distribution of traditional marketing materials.

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