program title higher nationals in business unit title integrated marketing communication

BRIEFLY INTRODUCE THE MARKETING COMMUNICATIONS PLAN...6IV, BRIEFLY EXPLAIN COMMUNICATION OBJECTIVES OF THE MARKETING COMMUNICATIONS PLAN...7V, EXPLAIN THE MARKETING CHANNELS IN THE PLAN

UNIT TITLE: Unit 1: Integrated Marketing Communication

ASSIGNMENT NAME: Assignment 2

SUBMISSION DATE: 25 Sep 2023

DATE RECEIVED: 22 Oct 2023

TUTORIAL LECTURER: Pham Xuan Hung

WORD COUNT: 2280

STUDENT NAME: Nguyen Thi Minh Phuong STUDENT ID: BKC13285

MOBILE NUMBER: 0982461300

I, INTRODUCE THE COMPANY 5

II, BRIEFLY EXPLAIN THE MARKETING STRATEGY OF THE MARKETING

COMMUNICATIONS PLAN 5 III BRIEFLY INTRODUCE THE MARKETING COMMUNICATIONS PLAN 6

IV, BRIEFLY EXPLAIN COMMUNICATION OBJECTIVES OF THE MARKETING

COMMUNICATIONS PLAN 7

V, EXPLAIN THE MARKETING CHANNELS IN THE PLAN AND CRITICALLY COMPARE HOW THEY SERVE THE COMMUNICATION OBJECTIVES AS PART OF A MARKETING STRATEGY 8

VI, CRITICALLY EXPLAIN HOW THE MARKETING CHANNELS ARE INTEGRATED AS PART OF THE UPPER MARKETING STRATEGY 9 VII, PROVIDE JUSTIFIED RECOMMENDATIONS FOR ADDING VALUE AND MAXIMIZING RESOURCES TO SERVE COMMUNICATION OBJECTIVES IN THE PLAN 12 VIII, RECOMMEND METHODS FOR MONITORING THE MARKETING

COMMUNICATIONS PLAN LINKED TO THE UPPER MARKETING STRATEGY 13

XI, PROVIDE JUSTIFIED RECOMMENDATIONS FOR IMPROVING THE MARKETING COMMUNICATIONS PLAN TO MAXIMIZE REVENUE AND SUCCESSFULLY MEET BOTH COMMUNICATION AND BUSINESS OBJECTIVES 14 References 15

I, INTRODUCE THE COMPANY.

Unilever is one of the leading global companies in everyday consumer products, including personal care, home care, food, and beverages It operates in over 190 countries and owns over

400 well-known brands such as Omo, Dove, Knorr, Lipton, Rexona, and Sunlight Unilever aims

to become a sustainable world-leading company and make a positive difference to society and the environment The establishment of Unilever Vietnam in 1995 was a part of its overall strategy Unilever Vietnam is essentially a combination of three separate companies: Lever Vietnam Joint Venture based in Hanoi, Elida P/S in Ho Chi Minh City, and Best Food Company also located in Ho Chi Minh City Unilever Vietnam currently has five factories in Hanoi, Cu Chi, Thu Duc, and Bien Hoa Industrial Zone The company has a nationwide distribution network through over 350 major distributors and more than 150,000 retail stores It is currently experiencing a growth rate of approximately 35-40% and employs over 2,000 staff members Additionally, the company collaborates with numerous local manufacturing plants in outsourcing production activities and supplying raw materials and packaging.[CITATION Mía23 \l 1033 ]

II, BRIEFLY EXPLAIN THE MARKETING STRATEGY OF THE MARKETING

COMMUNICATIONS PLAN

Unilever always conducts market research and analysis to understand the needs, desires, and trends of consumers Based on that, Unilever develops products and services tailored to each customer segment, from premium to mass market, from urban to rural areas Unilever also leverages its competitive advantages in terms of scale, brand, distribution network, and innovation capabilities to capture market share and increase revenue Additionally, Unilever is committed to creating sustainable value for the community and the environment through socially responsible business activities Unilever aims to minimize negative impacts and enhance positive impacts on the health, safety, and happiness of consumers, employees, partners, and society

Unilever's marketing communication plan is part of the company's global marketing strategy, aimed at building brand recognition, enhancing customer relationships, increasing core value,

mouth marketing, event marketing, and public relations.

Unilever's marketing strategy for its marketing communication plan is based on the concept of

"Crafting Brands for Life," which aims to create brands that bring value to customers' lives This strategy emphasizes understanding the needs, desires, and behaviors of customers to provide innovative and relevant solutions It also leverages the power of digital and social media channels to enhance interaction and engagement with customers One notable marketing communication strategy of Unilever based on the "Crafting Brands for Life" concept is the strategy for the product "Sunlight for Men" dishwashing liquid.[ CITATION Mía23 \l 1033 ]

III BRIEFLY INTRODUCE THE MARKETING COMMUNICATIONS PLAN

"Sunlight for Men" dishwashing liquid is a product specifically designed for the male target audience, aiming to assert their masculinity and confidence in caring for their families The marketing communication campaign for this product is based on the real needs of customers, who are modern, responsible men who care for their wives and children The campaign will focus on conveying the message that dishwashing is not just a task for women but also a way for men to show care and support for their loved ones Additionally, the campaign will highlight the prominent features of the product, such as its effective cleaning power, hand protection, and providing a masculine fragrance for the user.[ CITATION Bra21 \l 1033 ]

The steps in the marketing communication plan for "Sunlight For Men" dishwashing liquid are as follows:

Step 1: Define communication objectives, which are the desired outcomes the company aims to achieve through marketing communication activities

Step 2: Conduct market and customer analysis, researching and understanding the needs, desires, behaviors, and attitudes of customers towards the company's products and services

Step 3: Select communication strategies that determine how to convey the message and create an

Step 4: Design the message and communication content, creating compelling, consistent, clear, and impressive messages that are suitable for different customer groups and communication channels Sunlight has chosen the message "Household chores are not for anyone in particular" throughout the strategy to emphasize that household chores belong to all family members, including men who know how to share, and not just women

This approach will help women appreciate and support Sunlight because it encourages men and their family members to understand and share household chores

Step 5: Select channels and media, which means choosing the channels and media to distribute the message and communication content to customers Unilever-Sunlight has used channels such

as online advertising, social media, events, indirect communication, and direct communication

Step 6: Determine the budget and allocate resources, which is an important step to ensure the effectiveness and efficiency of marketing communication activities Unilever-Sunlight has determined its marketing communication budget based on factors such as communication objectives, communication channels, media, market, and customers They have also allocated resources to relevant departments and units to execute marketing communication activities effectively and cohesively.[ CITATION Bra21 \l 1033 ]

IV, BRIEFLY EXPLAIN COMMUNICATION OBJECTIVES OF THE MARKETING COMMUNICATIONS PLAN

The marketing communication plan for "Sunlight for Men" dishwashing liquid is focused on increasing brand awareness of Sunlight and gaining the favor of women by conveying the message that household chores are not exclusive to women The communication plan aims to build the Sunlight brand in the hearts of women This plan includes expanding the market, creating products that cater to customer needs, and increasing sales volume Customer satisfaction is prioritized through advertising strategies and valuable content Monitoring trends

minds of customers, so that whenever dishwashing is mentioned, customers will immediately think of Sunlight

V, EXPLAIN THE MARKETING CHANNELS IN THE PLAN AND CRITICALLY COMPARE HOW THEY SERVE THE COMMUNICATION OBJECTIVES AS PART OF

A MARKETING STRATEGY

The marketing channels in Unilever's plan for Sunlight include mass media, online media, point-of-sale communication, and outdoor advertising Each channel has its own advantages and disadvantages, but they all aim to increase awareness and drive the purchasing behavior of potential customers

- Mass media: This is the largest and most influential marketing channel that helps Unilever enhance customer awareness and trust in its brand and products Unilever uses this channel to advertise through mass media outlets such as newspapers, radio, and television, including TV commercials, sponsored programs, or features to convey the message that "household chores are not exclusive to anyone" and emphasize that dishwashing is not solely a woman's task This is also a channel where Unilever must comply with various regulations and standards compared to other marketing channels

- Online media: It is a modern and flexible marketing channel to increase interaction and engagement with customers Unilever uses online marketing tools such as websites, social media, videos, blogs, podcasts, emails, Facebook, TikTok, Instagram, etc., and mobile applications to provide information, entertainment, education, and promotions to customers Online marketing helps Unilever create personalized and diverse experiences for customers, as well as collect data and feedback from customers regarding the "Sunlight for Men" dishwashing campaign to improve products and services.[ CITATION Sun18 \l 1033 ][ CITATION Bra21 \l

1033 ]

- Point-of-sale communication: This channel helps Unilever directly communicate with customers through mediums such as direct sales points in supermarkets or malls, as well as flyers, brochures, standees, posters, or LCD screens to attract customer attention This channel helps Unilever gather customer information, increase their recognition and trust, and encourage them to make purchases or participate in activities related to the "Sunlight for Men" dishwashing campaign However, this channel also has drawbacks such as being time-consuming and labor-intensive, adhering to customer privacy and security regulations, and potentially causing annoyance or inconvenience to customers

- Outdoor advertising: It is a marketing channel that has the ability to create strong and long-lasting impressions with customers, helping Unilever-Sunlight build an image as a quality consumer product provider and generate enduring value Unilever uses this channel to advertise

on billboards, posters, buses, or public locations, aiming to create a strong and impressive brand image and promote its products and services to customers at strategic locations However, this is also the most costly channel, requiring careful planning and budgeting

VI, CRITICALLY EXPLAIN HOW THE MARKETING CHANNELS ARE

INTEGRATED AS PART OF THE UPPER MARKETING STRATEGY

The above marketing channels are integrated with each other in the marketing strategy of Unilever-Sunlight, which is a multi-channel strategy This strategy allows Unilever to reach different target customers at different stages of the buying process It helps create consistency and linkage between messages and marketing actions across different channels to enhance brand effectiveness and memorability

Mass media: Unilever-Sunlight utilizes mass media outlets such as newspapers, radio, and television to promote the brand image and message, creating trust and credibility among customers Unilever-Sunlight has used TV channels such as VTV and VTC to broadcast their advertisements with the intended message

Online media: Unilever-Sunlight uses online platforms such as the official website and social media to convey messages and interact with customers In fact, the Sunlight for Men campaign has been heavily promoted on three main platforms: Facebook, YouTube, and TikTok, with the shared message of "household chores are not exclusive to anyone" and "men have a place in the kitchen." Sunlight for Men has gained momentum by creating challenges on Facebook, TikTok, and attracting the participation and support of key opinion leaders (KOLs), key opinion consumers (KOCs), and celebrities in general This helps imprint the Sunlight for Men campaign

in the minds of customers step by step.[ CITATION Bra21 \l 1033 ][ CITATION Thu21 \l 1033 ]

"Sunlight for Men - Washing dishes is no longer a nightmare," "Sunlight for Men - Gives you confidence and strength," "Sunlight for Men - The epitome of masculinity," etc

- Organizing promotional programs, giveaways, lucky draws, and other interactive activities to stimulate customer purchasing demand Offering complimentary Sunlight for Men product with the purchase of other Unilever products worth 100,000 VND or more

- Training and supporting sales staff to professionally and friendly advise and introduce the product to customers

Thanks to these communication campaigns, Unilever's Sunlight for Men dishwashing liquid has attracted the interest and favor of many consumers, especially men This product has played a role in changing the perception that dishwashing is solely a woman's task and encourages men to actively and happily participate in household chores.[ CITATION Bra21 \l 1033 ]

VII, PROVIDE JUSTIFIED RECOMMENDATIONS FOR ADDING VALUE AND

MAXIMIZING RESOURCES TO SERVE COMMUNICATION OBJECTIVES IN THE PLAN

Appropriate proposals to help Unilever increase value and maximize resources are:

The first proposal is to focus on potential markets with high demand for Unilever's products, such as Asia, Africa, and the Middle East Additionally, Unilever should strive to build and maintain good relationships with business partners, including distributors, retailers, and non-governmental organizations in these promising regions to generate support and trust for Unilever's products

The second proposal is to enhance research and development of new products that meet the needs and preferences of customers in different markets Unilever can leverage its expertise, technology, and human resources to create unique, high-quality, and environmentally friendly products

The third proposal is to optimize the production and distribution processes to reduce costs, save

The final proposal is to implement an effective marketing communication campaign based on Unilever's marketing communication plan This campaign will help the company build a strong brand identity, strengthen relationships with current and potential customers, enhance the core value of products and services, and gain a competitive advantage over competitors To execute this campaign, the company needs to identify objectives, target audience, messages, channels, media, budget, and methods to evaluate effectiveness The company should also leverage modern marketing tools and techniques, such as social media, content marketing, email, video, podcasts, blogs, etc., to attract and retain customer attention The marketing communication campaign is

an integral part of the company's global marketing strategy and should be executed in a planned, purposeful, and closely linked manner with other company activities

VIII, RECOMMEND METHODS FOR MONITORING THE MARKETING

COMMUNICATIONS PLAN LINKED TO THE UPPER MARKETING STRATEGY Here are the proposed solutions for monitoring the marketing communication plan of Unilever-Sunlight for the "Unilever-Sunlight for men" campaign:

Establish a monitoring and evaluation system: Unilever should establish a detailed monitoring and evaluation system to track the effectiveness of marketing communication activities for the

"Sunlight for men" campaign This may involve using data analytics tools, monitoring customer engagement on social media channels, and measuring key performance indicators such as sales growth, brand recognition enhancement, and customer interaction

Identify key metrics: Unilever needs to identify key metrics to measure the effectiveness of the marketing communication plan These metrics may include social media interaction rates (Facebook, TikTok, YouTube, etc.) to gauge customer reactions to the "Sunlight for men" campaign This will help Unilever identify solutions to increase website traffic, boost sales, or enhance brand recognition

Harness technology: Unilever can leverage modern technology to monitor the marketing