[pi MINISTRY OF FINANCE UNIVERSITY OF FINANCE — MAREKTING FACULTY OF MARKETING TRƯỜNG ĐẠI HỌC TAI CHINH - MARKETING
INTEGRATED MARKETING COMMUNICATIONS FINAL EXAM
THE INTEGRATED MARKETING COMMUNICATION PLAN FOR DREAME BRAND IN VIETNAM IN THE FIRST SIX MONTHS OF 2024
Subject code: 2321702049709 Class: CLC_21DMC04
Student’s Name Student’s ID
Phan Thi Hong Gam 2121007627
Hoang Nguyen Hai Ha 2121003837
Nguyen Thi Yen Lan 2121003826
Huynh Thai Trang Nhi 2121003505 Nguyen Dinh Tu 2121010785
Ho Chi Minh City, 2023
Trang 2TASK ASSIGNMENT AND CONTRIBUTION RATIO TABLE Student’s Name Student’s ID Task Contribution Phan Thi Hong Gam 2121007627 Section 9.1, Chapter 11 and Chapter 12
100%
Hoang Nguyen Hai Ha 2121003837 Section 9.2, Sectio|
9.3, Chapter 11 anc Chapter 13
100%
Nguyen Thi Yen Lan 2121003826 Chapter 6, Section
9.2, Chapter 11 anc Chapter 12
100%
Huynh Thai Trang Nhi 2121003505 Chapter 8, Section
9.3, Chapter 11, Chapter 13 and Word synthesis
100%
Nguyen Dinh Tu
2121010785
Chapter 1, Chapter
2, Chapter 3, Chapter 4, Chapter 5, Chapter 7, Chapter 10, Chapter 11 and
Word synthesis 100%
Trang 3
TABLE OF CONTENTS
I2 ai ao an a ăăă ẮẰW.(.(.(‹+41Ố 1
reo on «<a gai acc 1
Van Teen .——ESS 1
2.2 Market AnalySIS LH nh nh HH nh HT TH rà Ho tr n1 1
2.2.1 SAIC EE EEE EE En Er nn nor i irnieeinieeniieeen 1
2.2.2 Customers †fend EE EE rr ĐH HH khu 2
2.2.3 Growth raÍ@ ch HH Hà KHE KHE ĐH Hào 3
Kon co aU) No) aiiiiiẳiẳđaaaiada 3
K“N=.ˆ .aaaaaaa.aăg dd
= ` da ăaáaaa na 3
K0 ả ‹ IE IHL I I IE En nnn eer ineeeeria 4 =9 ee 4 1 4.1 Segmentation c2 HT nn nh nh nh nen kh 2k kg 11 15111 kg “E0 dai 5 4.3 POSITIONING 00.0 ằS ã.ã e‹«‹(ddjdAa 6 "9 ố.ốắằăăốăăốăốăĂ 6 =5, ¡2 ố.ố ad an
SÝ.,- 0 ằ aa êỶŸ-ảd-⁄B En Erne nneerena
FORGE @) 6) Le) 010] 0) |i —\— - a.a a a.a.a “-:a⁄4ốaố 7
“1 an
6 Target Audience@s n EE ke kg tt ty 7
2F s06 -= 7
6.1.1 Group 1: CustomerS cccL SH ch n nhà nen khe tku 8
Trang 425-069) 1 adaaa aa.aa “4d 9
6.2.1 TNE CCUCALOIS ốe aaa dd 9
292/0990000 0n) 0/0 — An an va dẢ +1
6.2.3 The Media ch nh nh Ho Hà kg tk KHE tk TT kh hi 11
7 Marketing Objects and Relevant Communication Objects co in +1
7.1 Business and Marketing Object c0 0n nh Tnhh HH gen +1
7.2 Communication Object LH HH nén HH Hs HH khe khe hy +1
8 Creative Strategi©S ch nh TH nh nền tk tk án 2k k1 5111k 12
8.1 CUStOMED án) 0 aaaa.a aăă a a EAGGHAEOES 12
8.2 CAMPAIGN Big dea :ä4ỒDiiadŸ 12
8.3 Campaign Key message 0Q nh HH nh kh Hà 211k k kế da 12 SN 03-0 s so 0n o-.ctat 12 9 Developing IMC Campaign 0n HT n1 né SH HT HH tk nhà nu tàu 12 9.1 Phase 1: Trigger (1/1/2024 - 20/2/2024) ích nh nh nh nh nà HH HH Ha 13 9.1.1 Key messagec: “Có Dreame - Tươi sáng ước mơ XUÂâN”” cà cành 13 “9° - ằ ố aaa an 13 Em <N: 0 aaddaaaa.aaaă aaaố ieee nia 13 9.2 Phase 2: Engage (21/2/2024 - 20/4/2024) .cnnnnn Tnhh nh nh nh nh HH ta 18 9.2.1 Key Message: "Dreame - Cùng mẹ vươn tới ước Imơ”” - 2c cà se 18 1° 98 @) 6) (— 101 QLQnc nh nh nh nh khen tk kh T1 khe tủ 18 E <1 ‹°0 - I HE IE Er ne neers 19 9.3 Phase 3: Amplify (21/4/2024 - 30/6/2024) c1 1 1111511111011 2111110 H ng ng 22 9.3.1 Key message: “Ước mơ màu xanh”” cc c cìnn nh HH HH Hi ro 22 :<”29,.-°- anỮ 22
9.3.3 TOO] USEC ad nn ier ria 22
Trang 6Figure 1.1 Figure 6.1 Figure 6.2 Figure 9.1 Figure 9.2 Figure 9.3 Figure 9.4
TABLE OF FIGURE
VWhat robot vacuuming users care abouf? ch nhn nh nh HH nh hay 2
Youtuber/ Tiktoker Duy Tham tt n nh nh nh nh nh HH Hee 10
Youtuber/ Tiktoker Duy Luan De Thuong cccccccccccc nh nhhheeeee 11
Poster "Co Dreame tuoi sang uGc MO XUAN" oo eter eeeees 15
Poster "Cùng Mẹ vươn tới U6 M0" ccc ccc cececeneececseseeeeeteseeseteueetenstsieeees 19
Poster "UGc mo mau xan" 0 ccc ceeeeceeccsteecteeesseeeseeeeessteesstseeesteessttesesteaeeenes 23
Trang 7TABLE OF TABLE
Table 9: Developing IMC Plan ccccccccccscccececertetettteseeeseesereteesaeaeseseseeeetiauasaeetesessenieaaes 13
Table 9.2.3: Timeline publishes magazine cc cuc nh nh nh HH Ha 20
Table 11: Budget for Integrated Marketing Communications Activities 29
Table 12: MEA@SUrEMENE oo EE nr ner KT ĐH tu 30
Trang 81 Executive Summary
With the relentless advancement of science and technology, up to now, all lines of vacuuming and mopping robots can connect to WiFi and voice recognition As a result, they can be remotely controlled with minimal human intervention Currently, the robotic vacuum market is expanding rapidly, leading to a decline in traditional cleaning devices According to a recently published report by Fortune Business Insight, companies operating in the
market and predicted growth areas are substantial Therefore, Dreame, a Chinese vacuum brand, is also extending its consumer robot vacuum market to Vietnam
In this course, the team has decided to develop an integrated marketing communication plan for the Dreame brand in the first 6 months of 2024 With the provided budget, our primary focus is on advertising activities to enhance product recognition and favorability among
customers, transforming it into a coveted item Additionally, we will utilize various sales
promotion tools to achieve a total sales volume of 1000 products within 6 months
2 Introduction
2.1 About the company
Dreame Technology is a company specializing in the innovation, research and production of smart home appliances Founded as a startup in 2015, itis led by Yu Hao, an exceptional engineer from Thanh Hoa University, renowned in the technology field for his bold and unconventional ideas Working alongside him is a research and development team consisting of over 15 engineers with years of experience in aerospace technology In 2017, the Dreame brand officially joined Xiaomi's ecosystem (according to Global Dreametech) Swiftly, the company expanded its presence across various markets, spanning continents and received enthusiastic responses from consumers Genuine Dreame products consistently rank as top sellers on platforms like Amazon
In Vietnam, genuine Dreame products are imported by My Robot Company, with MivVietnam being the authorized distributor of Dreame products To avoid purchasing counterfeit or low-quality items, customers are advised to contact and place orders through authorized channels to minimize potential risks
2.2 Market Analysis 2.2.1 Sale
According to the recently published report by Fortune Business Insight titled "Robotic
Vacuum Cleaner Market: Global Market Analysis, Insights, and Forecast, 2018 — 2026 "
the overview of the report highlights the factors influencing the market, emerging trends, companies operating in the market and areas predicted for strong growth Furthermore, the current robotic vacuum cleaner market valued at $6.5 billion is projected to reach $39.1 billion by 2026 If the prediction holds true, the market will experience a compound annual
Trang 9growth rate of 25.3% by 2026 According to a study by Cisco, indoor applications will account for 46% of device-to-device connections
In Vietnam, according to statistics from the Domestic Market Department (Ministry of Industry and Trade), the domestic household appliance market is estimated to be valued at $12.5-13 billion The demand for purchasing domestic electric appliances and kitchen equipment is expected to continue rising until 2025 Currently, spending on household appliances, including cleaning devices, constitutes 9% of the total personal consumption expenditure and ranks fourth in scale among 11 popular consumer sectors The current robot vacuum and floor cleaning brands available in the market are predominantly imported from abroad, including China, South Korea, Japan, Germany, with prices ranging from $300 to $650 depending on the product type and features (According to Good Good Report, 2021)
2.2.2 Customers trend
According to the Association of Vietnamese Retailers (AVR), the growth rate of the premium home appliance segment in the retail market is rapidly doubling that of other segments Particularly during the COVID-19 pandemic, consumer demand for household appliances has been steadily increasing (According to YouNet Media, 2020)
However, users are genuinely more concerned about the cleaning ability and effectiveness of the robots rather than the price The proportion of discussions that balance price with cleaning ability is almost equal, accounting for over 27% Users seem to consider price in conjunction with the utility and effectiveness of the vacuuming robot as their top priority Over 15% of discussions revolve around product features, technology usage, remote control with integrated sensors, planning capabilities, and app connectivity Users prioritize convenience, intelligence, optimization of technology application, and the automatic "work" capability of the robot, which helps save time and effort while maintaining a clean, comfortable living space (According to YouNet Media, 2020)
Additionally, durability, design, warranty, and suction power are also lively topics of
discussion in various groups, forums, websites, and e-commerce platforms
“| Người dùng Robot hút bụi quan tâm đến điều gì?
Giá cả Khả năng làm sạch Tính năng Độ bền Thiết kế Ara ET UẬ -
Lực hút
Figure 1.1 VVhat robot vacuuming users care about?
Trang 102.2.3 Growth rate
With a population of around 100 million people and a significant proportion of young population, there is a substantial demand for household goods This is a favorable condition for the development of this industry Specifically, consumers aged 18 to 45 account for 57- 60% of the total market expenditure on household goods Moreover, the increasing annual income of the population, which is now exceeding $2,000 per person, is leading to a shift in demand towards higher quality and more diverse product designs According to some statistical data, purchases of regular products are growing by 40%, while premium products are growing by 38.5% (Good Good Report, 2021)
Thus, it can be observed that the home appliances market in general, and specifically the robot vacuum market, holds great potential for development but is also facing numerous challenges To achieve breakthroughs, besides focusing on quality enhancement, businesses truly need to formulate their own strategic plans to stand out and succeed in this competitive landscape
3 Competition Analysis
In the competitive market of vacuum cleaners, the Dreame brand has stood out due to its
technological innovations and emphasis on performance and convenience However, to surpass competitive rivals, a careful analysis of Dreame’s strengths and weaknesses compared to other brands is necessary
3.1 Ecovacs
Ecovacs is the largest conglomerate in China, holding a commanding 70% market share in the country It has pioneered advancements in smart home robotics, exploring innovative ways to transform homeowner’s lives Designed to revolutionize human lifestyles and work
routines, Ecovacs robots are currently available in over 60 countries worldwide The Deebot
series of robotic vacuum cleaners can be considered the cornerstone of their strategic product lineup, spearheading the global recognition of the Ecovacs brand The Ecovacs robotic vacuum cleaners operate quietly and efficiently, tackling various types of dirt such as pet hair, paper scraps, cereal, coffee grounds and excel at handling wet stains due to their integrated mopping function
3.2 Medion
Trang 11and spot cleaning at a specific point Alongside wet mopping capabilities, Medion’s robotic vacuum cleaners promise to swiftly provide you with a clean-living environment
3.3 Neato
Neato Robotics manufactures the Neato robotic vacuum and it stands as one of the most renowned brands in the intelligent robotic vacuum market The company is headquartered in San Jose, California and USA The product boasts a unique and distinctive D-shaped design that sets it apart, coupled with the integration of cutting-edge intelligent features to provide users with convenience and modernity Neato clearly demonstrates its advantage in effectively cleaning corners and along walls within a home
3.4 Dyson
The Dyson brand was established in the United Kingdom Over the course of 30 years of development, the brand has gradually solidified its position, earning the moniker "Apple of home appliances" Dyson has focused on producing and introducing premium, exceptionally high-quality product lines
Products like the Dyson handheld vacuum, Dyson air purifier fan, and Dyson hair care devices have helped users efficiently address the simplest daily life issues Every product bearing the Dyson logo signifies a commitment to quality for the customers It’s a combination of optimized hardware and continuously improved software technology to better meet user’s evolving needs
4 STP
4.1 Segmentation
The home appliances market in general, and the robot vacuum cleaner market in particular, are experiencing a tremendous growth surge In recent years in Vietnam, the robot vacuum cleaner sector has witnessed remarkable expansion with numerous brands entering the market Due to this reason, the brand needs to devise specific and intelligent market segmentation strategies that align with its product and brand identity Breaking down the market into various segments and applying tailored strategies for each chosen segment is a critical task for the Dreame brand
Geographic Segmentation: The brand targets customers residing in major cities such as Hanoi and Ho Chi Minh City, where there’s a trend of seeking high- performance vacuum cleaners for cleaning limited-space apartments, condos and houses Additionally, the brand could expand its reach to adjacent provinces or suburban areas of the cities
Demographic Segmentation: Dreame focuses on customers aged 25 to 50, individuals with higher social incomes Those who prioritize their health are willing to invest in products that enhance their quality of life