intergrated marketing communications

Communication channels used by Thien Long .... Introduction,about,the,report,As the brand manager of Thien Long Group, it is very important to evaluate and evaluate the current performan

ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 35 Integrated Marketing Communication

Submission date Date Recei ed v 1st submission

Re-submission Date Date Recei ed v 2nd submission

Student Name Le Thi Thu Hien Student ID GBD210299

Class GBD1011 Assessor name

rSummative Feedback: rResubmission Feedback:

Grade: Assessor Signature: Date: Internal V erifier’s omments: C

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Table of Contents

1 Introduction 4

1.1 Introduction about the report 4

1.2 Introduction about Thien Long Group 4

2 About the campaign 5

2.1 Overview the campaign “Tỏa tri thức – Bừng khí chất” (“Radiate knowledge - Brighten temperament”) 5

2.2 Organizational Marketing Strategy and Objectives of the campaign 6

2.3 Targeted customers and insights used in the campaign 7

3 IMC channels performance audit/ evaluation 8

3.1 Definition of IMC 8

3.2 Communication channels used by Thien Long 9

3.3 How communication channels are used 11

1.2 Introduction,about,Thien,Long,Group,

Figure 1: Logo of Thien Long Group (Thien Long Group, 2024) Thien Long Group Joint Stock Company, formerly known as Thien Long Ballpoint Pen Facility, was established in 1981 In 1996, Thien Long Ballpoint Pen Facility transformed into Thien Long Production and Trading Company Limited In March 2005, Thien Long Production-Trading

Company Limited officially transformed into Thien Long Production-Trading Joint Stock Company In 2008, the company changed its name to Thien Long Group Joint Stock Company

On March 26, 2010, the Group's TLG shares were officially listed on the City Stock Exchange

Ho Chi Minh Pens Group, Office Tools Group, Student Tools Group, and Art Tools Group are the four primary product areas that Thien Long Group manufactures and markets Rich designs, excellent craftsmanship, reliable brands, and affordable costs make Thien Long's products suitable for a wide range of customers, including those in preschool, elementary school, high school, and university learning to executives and workers Thien Long Group is the top brand

in Vietnam and the leading brand in the region when it comes to stationery It is also ranked among the top 17 best business partners globally in the stationery market, with a growth rate significantly higher than the industry average and the best profit margin in the industry In the domestic market, Thien Long has constructed and established a vast distribution network Thien Long's products are distributed throughout 63 provinces and cities in the country thanks

to a network of more than 60,000 retail locations that stretches from North to South Furthermore, Thien Long creates additional sales channels in order to support sales operations and keep ahead of contemporary distribution and consumption trends These channels include direct sales channels for companies (B2B), schools, supermarkets, shopping malls, chain shops, bookstores, and internet sales channels Additionally, Thien Long keeps investing in expanding export markets, distributing goods under the Colokit and FlexOffice brands to more than 60 nations on six continents (Thien Long Group, 2024)

According Nguyen (2023), the stationery industry has a significant increase in vibrancy and bustle in 2022 When that circumstance arose, Thien Long Group was able to keep up with the new growth velocity Currently holding a market share of over 60% for pens, Thien Long hopes

to expand and pick up speed in 2022 Verifying its innovative reputation and solidifying its top spot in the stationery industry Always associated with the image of maturity, knowledge and trustworthiness As things change, Thien Long is still compelled to adapt to successfully invade Gen Z, the most potential target market of today These days, digital gadgets are indirectly competing with media pens Gen Z values smartphones, tablets, and computers as their note-taking tools Therefore, marketers need to focus more on design and color in order to draw in young consumers

2.2 Organizational,Marketing,Strategy,and,Objectives,of,the,campaign,

The campaign "Radiate knowledge, flare temperament" is a marketing initiative of Thien Long

to affirm the "national stationery" brand's decision to "change new clothes" The campaign focuses on encouraging young people Live bravely and be confident in your own value At the same time, Thien Long has brought a new look to its stationery product range in 2022, to create

a closer and more suitable fit for Gen Z (Dinh, 2023) The Thien Long brand repositioning campaign with the slogan "Radiating knowledge - Radiating temperament" is a 360-degree marketing and communication campaign Includes activities above the line and below the line (from online to offline) The campaign period lasts from August 2022 to December 2022 (Nguyen 2023) Thien Long's business goal in the campaign is to increase the level of recognition and love from customers Strongly increase sales during the "peak" season at the

beginning of the new school year (Nguyen, 2023)

Figure 2: The face of the campaign “Radiate knowledge, flare temperament” (Nguyen, 2023) The "Radiate knowledge, flare temperament" campaign uses several Integrated Marketing Communications (IMC) tools to convey its message effectively One such tool is Television Advertising (TVC), TVC appearing on LCD in busy building systems/commercial centers since August 29 has "captured" the hearts of young generation Z people because of Thien Long's new change In addition, it is easy to discover common ground between Tuan Tai and My Anh,

as well as many other young people, as they represent Generation Z and are successful in two very different fields: music and athletics To have a remarkable disposition, one must possess desire and tenacity in order to acquire information During that journey, Thien Long's companionship was indispensable, from the first steps to the present (Vu, 2022)

2.3 Targeted,customers,and,insights,used,in,the,campaign,

According to Thien Long Group (2024), Thien Long Group mainly serves consumers with needs for office equipment and stationery Specifically, pupils and students, office workers, businesses and organizations, individual consumers, and educators and teaching workers

Pupils and students range in age from 5 years old to 22 years old, ballpoint pens are one of the daily necessities for pupils and students Thien Long Group provides quality and diverse ballpoint pens that pupils and students can use to take notes, do homework, and perform

other academic work Office workers aged 22 years and older, Ballpoint pens are one of the indispensable items in the office environment Office workers use ballpoint pens every day to take notes, sign names, or perform other tasks that involve writing Companies and organizations: Thien Long Group's target market includes a sizable portion of businesses and organizations Businesses may purchase ballpoint pens in quantity to provide to staff members, use at gatherings and events, or advertise their brand Individual customers: Thien Long Group sells ballpoint pens to particular target groups as well as to individuals for personal use or as presents Teachers and teaching staff: Ballpoint pens are also indispensable tools in education Teachers and people who teach use ballpoint pens to write on the board, take notes, or grade tests (Thien Long Group, 2024)

Gen Z – a vibrant, talented, individualistic and colorful generation They prefer modern products and "catch the trend" with current trends Stationery items are not only for working and studying, but also "accessories" that express their unique characteristics or impressions More than just a pen, Gen Z demands more than that It must be a multitasking and trendy pen (Nguyen, 2023)

3 IMC,channels,performance,audit/,evaluation,

3.1 Definition,of,IMC,,

Integrated marketing communications (IMC) is based on the core principle of combining all marketing communication channels to ensure that brand messages are consistently

transmitted to target audiences (Kliatchko, 2015) IMC combines and aligns social media, direct marketing, public relations, advertising, and sales promotion to provide customers with a coherent and consistent message The objective of this integration is to establish a cohesive and seamless brand experience by augmenting brand memory, customer engagement, and intended consumer activities IMC also highlights how important it is to maintain a consistent brand image across touchpoints in order to forge enduring relationships with customers and boost brand equity (Ekhlassi, 2012) Ultimately, integrated marketing communications (IMC) helps marketers make the most of their communication efforts by ensuring that all the parts

work together to deliver a clear, compelling, and cohesive brand message to the target audience (Kerr, 2013)

3.2 Communication,channels,used,by,Thien,Long,

Figure 3: Thien Long official TVC (Thien Long group, 2024)

Thien Long Group used TVC media to promote its new image to Gen Z by launching the "Pazto" collection including: Ballpoint gel pen, Highlighter pen, Eraser/Eraser, Ruler, Storage cover & Fiber Pen They all wear 5 pastel colors typical of Gen Z: purple, pink, turquoise, green, yellow The main explosion is the combination of two brand ambassadors - representing Gen Z who stand out through extremely cool TVCs: Player Tuan Tai and singer My Anh As soon as it was released, the TVC received countless positive feedback from young people TVC appearing on

LCD in busy building systems/commercial centers since August 29 has "captured" the hearts of young generation Z people because of Thien Long's new changes (Nguyen, 2024).

Figure 4: TVC's Behind The Sence video series "Radiating knowledge - Radiating temperament" was broadcast on TikTok and also went viral (Nguyen, 2023)Furthermore, the PR series and social media pieces are multi-format (e.g., quizzes, interviews, photo quotes, etc.) in order to disseminate comprehensive and appealing campaign material and to stimulate a vibrant dialogue on temperament and intelligence among youth For the content to really "touch" the proper target audience, it must have NEW, UNIQUE, and INSPIRING aspects (Nguyen, 2023).

Figure 5: Series of PR articles and social media posts (Nguyen, 2023)

In addition, Thien Long works with KOC In an effort to provide a clearer picture of its transition, Thien Long also worked with friends from KOC to evaluate items from the recently released

Pastel line Reviews are uploaded to a variety of websites (TikTok, YouTube, etc.) connected

to the current purchasing behaviors of Generation Z (Nguyen, 2023)

Figure 6: Reviews are posted on multiple platforms (Nguyen, 2023)

3.3 How,communication,channels,are,used,

Thien Long Group (2024) CÔNG TY CỔ PHẦN TẬP ĐOÀN THIÊN LONG [online] thienlonggroup.com Available at: https://thienlonggroup.com/ [Accessed 31 Mar 2024]

Nguyen, T.H.Y (2023) Thiên Long & Gen Z ‘Tỏa Tri Thức, Bừng Khí Chất’ - VKU MARC [online] Available at: https://blogmarc.kinhtesovku.vn/blog/case-studies/thien-long-dong-hanh-cung-

genz-toa-tri-thuc-bung-khi-chat/ [Accessed 31 Mar 2024]

Dinh, Q (2023) 40 năm đồng hành cùng tri thức Việt: Bút bi Thiên Long và bài học chiến lược marketing theo xu thế thời đại | Quan Dinh H [online] Advertising Vietnam Available at: https://advertisingvietnam.com/40-nam-dong-hanh-cung-tri-thuc-viet-but bi- -thien-long-va-

bai-hoc-chien luoc- -marketing-theo-xu-the-thoi-dai-l22223 [Accessed 31 Mar 2024]

Vu, Q (2022) Giới trẻ tự tin khẳng định ‘Tri thức đồng hành cùng khí chất’ [online] ttvn.toquoc.vn Available at: https://ttvn.toquoc.vn/gioi-tre-tu-tin-khang-dinh-tri-thuc-dong-

hanh-cung-khi-chat-20221017174518058.htm [Accessed 31 Mar 2024]

Ekhlassi, A., 2012 Determining the Integrated Marketing CommunicationTools for Different

Stages of Customer Relationship inDigital Era Information and Electronics Engineering, 2(5),