the integrated marketing communication plan for dreame brand in vietnam in the first six months of 2024

Therefore, Dreame, a Chinese vacuum brand, is also extending its consumer robot vacuum market to Vietnam.. The current robot vacuum and floor cleaning brands available in the market are

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MINISTRY OF FINANCE UNIVERSITY OF FINANCE — MAREKTING FACULTY OF 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

Huynh Thai Trang Nhi 2121003505 Nguyen Dinh Tu 2121010785

TASK ASSIGNMENT AND CONTRIBUTION RATIO TABLE

100%

9.3, Chapter 11 anc Chapter 13

100%

9.2, Chapter 11 anc Chapter 12

100%

9.3, Chapter 11, Chapter 13 and Word synthesis

100%

Nguyen Dinh Tu

2, Chapter 3, Chapter 4, Chapter

5, Chapter 7, Chapter 10, Chapter 11 and

TABLE OF CONTENTS

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8.2 CAMPAIGN Big dea :ä4ỒDiiadŸ 12

Campaign "Cùng Dreame mo gide mo xan" .c.ccccccsccccccsecececesstesescatstevevetsees 24

TABLE OF TABLE Table 9: Developing IMC Plan ccccccccccscccececertetettteseeeseesereteesaeaeseseseeeetiauasaeetesessenieaaes 13

Table 11: Budget for Integrated Marketing Communications Activities 29

1 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

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

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growth 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

2.2.3 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

Medion is a brand with over 25 years of experience in the production of electronics and household appliances in Germany The robotic vacuum products from Medion are highly regarded by consumers for their strong suction power and wide coverage area The vacuum function is divided into three techniques: whole room vacuuming, edge cleaning along walls

and 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

3.4 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

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Behavioral Market Segmentation:

Online shoppers: Customers who prefer online shopping, seeking and purchasing products through e-commerce platforms or shopping apps

Tech enthusiasts: Customers who are tech-savvy and keen on staying updated with the latest technological trends, always looking for products with innovative features

Performance and quality seekers: Individuals who meticulously evaluate the performance and quality of a product before making a purchase They might read reviews, compare products and analyze features

Psychographic Market Segmentation

Convenience and time-saving seekers: Customers looking for convenience and seeking to save time for other activities

Health and environment conscious individuals: Individuals focusing on maintaining a clean and safe living environment for their health and well-being

Energy and cost savers: Individuals who seek ways to conserve energy and reduce costs in their daily activities

Modern lifestyle and tech-enthusiasts: Individuals who embrace a modern lifestyle and are enthusiastic about adopting the latest technologies to enhance their quality of life

4.2 Targeting

The marketing objectives of Dreame's robot vacuum cleaner product are focused on targeting potential customers who have a need and desire for a smart and convenient solution to maintain a clean and comfortable living environment Based on the product features and value, Dreame can focus on the following target groups:

Busy individuals living alone: Individuals who live alone often have limited time for house cleaning and are seeking solutions to save time and effort Dreame’s robot vacuum cleaner can help them maintain a clean space without requiring much time and effort

Families with young children: Families with young children frequently face the challenge of keeping their environment safe for their kids Dreame’s robot vacuum cleaner can provide a useful solution to keep the floors clean and safe for children without posing any risks

Newlywed couples and singles: This target group seeks convenience and enjoyment

in maintaining their living space Dreame's robot vacuum cleaner can serve as a daily companion, helping them keep their homes clean without investing a lot of time Tech and utility enthusiasts: Individuals interested in new technologies are often looking for smart and practical products to meet their daily needs Dreame’s robot vacuum cleaner, with its automation and smart technology integration, can capture their interest

Health and environment-conscious individuals: People seeking effective cleaning solutions without the use of harmful chemicals are concerned about health and the

environment Dreame’s robot vacuum cleaner, with its deep cleaning capability and ability to eliminate bacteria, can align with their needs

5 SWOT

5.1 Strengths

Leading technology and performance

Dreame is renowned for its powerful suction technology and impressive cleaning performance Dreame products are often equipped with advanced motors and suction systems, providing the capability to eliminate dust, pet hair and debris from various surfaces This performance, combined with strong suction power, enables users to create a clean and comfortable living environment

Sleek and convenient design

Dreame's products are characterized by their sleek, lightweight and aesthetic designs, adding a modern touch to living spaces This design makes it easy for users to maneuver the vacuum cleaner and convenient for storage The products can be controlled through smartphone applications, offering convenience and customization in managing cleaning tasks

Reasonable pricing

Despite offering top-notch quality and performance, Dreame vacuum cleaners typically come at a reasonable and competitive price point in the market This allows the brand to attract a wide range of consumers in Vietnam, from those seeking to experience innovative technology to those looking for practicality in their cleaning routines

5.2 Weaknesses

Limited product diversity and options:

Dreame focuses on providing high-quality vacuum cleaners, which might be limiting for users with specific needs or desires for features In comparison to larger brands offering various product lines and options, Dreame’s diversity might not be as extensive

Lack of brand recognition and reputation:

Compared to some well-established and widely recognized vacuum cleaner brands, Dreame might not have a high level of brand recognition in certain markets This could pose challenges in competing with established brands that have a strong reputation within the

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vacuum cleaner industry The brand might not have generated significant brand loyalty among customers

5.3 Opportunities

Expanding product lines and diversifying features

Dreame can capitalize on this opportunity to develop additional product lines and offer a more diverse range of features Providing versions with different functionalities or products tailored to specific needs (e.g., for pet owners, families with young children, larger homes) can attract a broader customer base and enhance brand diversity

Enhancing marketing activities and brand recognition

Dreame can invest in marketing activities to boost brand recognition in the market Advertising, communication campaigns, and a strong online presence can make the brand stand out and attract consumer attention

Improving customer experience and post-Sales Service

To build trust and loyalty, Dreame can focus on enhancing the customer experience This might involve optimizing post-sales service, providing quick, effective support and actively seeking user feedback to improve products and services

International Expansion

If not done already, Dreame could explore opportunities to expand into international markets This could help the brand reach a new customer base and broaden its business scope

Collaboration and strategic partnerships

Dreame could consider collaborating with strategic partners or other brands to leverage different resources and expertise Such collaborations might expedite the brand's growth and achieve business goals

5.4 Threats

Intense competition in the industry

The vacuum cleaner market has become fiercely competitive with the presence of big

brands and industry leaders such as Neato, Medion, Ecovacs and Dyson These brands are

well-established with reputations for product quality and performance They enjoy high brand recognition and customer trust in their products

Limitations in brand recognition

For many consumers, Dreame might be a lesser-known brand lacking the same level of trust compared to long-standing reputable brands The risk lies in this lack of trust and consumer preference, which could limit the brand’s growth and development

6 Target Audiences

6.1 Target Customers

6.1.1 Group 1: Customers

DEMOGRAPHIC:

Age: From 25-50 years old

Income: From Class Ai and above levels (From 15,000,000 VND and up)

GEOGRAPHIC: In provinces and cities across the country

A person living alone

Using time: 3-4 times/ week

The person dedicates a lot of time to work

Lifestyle: Looking to save time and create a comfortable, pleasant living space that helps alleviate stress after a long day of work

Behavior: Exploring smart home cleaning tools to assist in maintaining a clean household environment

Loyalty Status: High

Using time: 3-4 times/ week

Loyalty Status: Medium

Using time: 3-4 times/ week

Families with young children

Lifestyle: Someone who is particularly concerned about hygiene and safety for young children Wishing for their child to have a comfortable, clean living environment without having to worry about dust-related health issues

Behavior: Searching to purchase a smart device that aids in cleaning the house thoroughly, eliminating dust and dirt that may accumulate indoors This device should not only clean the living space effectively but also ensure safety when there are children in the house Loyalty Status: High

Using time: 4-5 times/ week

Elderly person

Lifestyle: Desiring to enjoy life while maintaining a clean home, allocating time for friends, social clubs and elderly care activities Hoping to have time to cherish the elderly years and spend quality moments with loved ones

Behavior: Seeking a smart home tool to assist in managing household tasks due to limited health capabilities

Loyalty Status: Medium

Using time: 3-4 times/ week

Business customers

Age: 25- 50 years old

Income: A business ranging from small to medium scale, with an annual revenue of approximately 400,000,000

GEOGRAPHIC: In provinces and cities across the country

PSYCHOLOGICAL:

Lifestyle: They require a clean and comfortable environment to ensure work quality The working environment consistently prioritizes health and meets hygiene and certification standards

Characteristics: Professional, space-efficient, and highly effective Barrier: Doubts about the safety and security of the product

BEHAVIORAL:

Benefit Sought:

Time and energy-saving

Reduces pressure and stress

Modern technology

Occasions:

Preparing for events

Regular operational activities

Loyalty Status: High

Using time: 1- 2 times a day

6.2 Relevant Groups

6.2.1 The educators

These individuals possess extensive knowledge and a deep understanding of smart technology devices They are up to date with the latest trends, comprehend the benefits of smart home cleaning devices and recognize how these tools can assist in their daily tasks DUY THAM:

Age: 28 years old

Job: Viogger, Reviewer

Hobbies: Likes new technology products, likes to be introduced to new products

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on the market for quality as well as overall assessment

Main communication channel:

YouTube: 2.01M Subscribers

+ Posting Frequency: 2 Videos/ Week

+ Average Rate: 200k — 600k Views

TikTok: 7M Followers

+ Posting Frequency: 4 — 5 Videos/ Week

+ Average Rate: 3M-10M Views

Facebook: 842K Followers

+ Posting Frequency: 10 Posts/ Week

+ Average Rate: 10k - 20k Like

Figure 6.1 Youtuber/ Tiktoker Duy Tha

DUY LUAN DE THUONG

Age: 29 years old

Job: Tiktoker, Youtuber

Hobbies: Specializing in creating content, sharing knowledge and reviewing technology products

Main communication channel:

YouTube: 288K Subscribers

+ Posting Frequency: 6-7 Videos/ Week

+ Average Rate: 13K — 50K Views

TikTok: 834,3K Followers

+ Posting Frequency: 9 —-10 Videos/ Week

+ Average Rate: View: 70K-2,8M Views

Facebook: 249K Followers

+ Posting Frequency: 10-12 Posts/ Week

+ Average Rate: 1k - 1,3k Like

Figure 6.2 Youtuber/ Tiktoker Duy Luan De Thuo

6.2.2 Community Members

People with busy schedules cannot allocate time for personal relationships They embrace

a modern and creative lifestyle They are engaged with social media and frequently seek information about and share insights on smart home cleaning devices They place importance on cleanliness and professionalism at locations that require it Creating a positive image with this group is crucial, as they are not only potential customers but also influencers within the brand's target audience

Gia dung thong minh: 383K members

Tam tinh me bim sua: 68K members

6.2.3 The Media

These are online newspapers or magazines that focus on everyday life issues and are interested in new developments related to household work and new cleaning technologies They are like online magazines like: “Gia Dinh Moi” (Gia Dinh Moi), “Gia Dinh & Xã

Hội” (Gia Đình & Xã Hội), “Báo Phụ Nữ Việt Nam” (Báo Phụ Nữ Việt Nam), Tiền Phong

7 Marketing Objects and Relevant Communication Objects

7.1 Business and Marketing Object

With a projected sales volume of 1000 units, the timeline spans from January 1st, 2024, to June 30th, 2024

7.2 Communication Object

From: October 1, 2023 - December 30, 2023

Object:

- Increase message awareness of target audiences to 90%

- Increase product awareness of target audiences to 80%

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- Achieve 70% knowledge of target customers about Dreame

- Achieve 60% liking of target customers about Dreame

- Convert 40% of interested audiences to making buying decision

8.2 Campaign Big Idea

Don't let the busyness and pressures of life hinder your dreams and turn them into regrets Everyone needs to pursue their dreams, whether they are small or big

8.3 Campaign Key message

“Cùng Dreame, hút sạch muộn phiền, vun đắp những ước mơ”

8.4 Campaign Slogan

“Có Dreame, cứ mơ di”

9 Developing IMC Campaign

Phase

Time 1/1/2024- 20/2/2024 21/2/2024 - 20/4/2024 21/4/2024 - 30/6/2024

making buying decisior

Tet music video “Tươi

sáng ước mơ xuân” -

Dreame x Bích Phương

Increase message awareness of target audiences to 90%

Increase product awareness of target audiences to 80%

Achieve 55%

knowledge of target customers about Dreame Achieve 45% liking of target customers abo

Dreame

Convert 20% of

interested audiences °

making buying decision

Achieve 70% knowledge of target customers about Dreame Achieve 60% liking of target customers abou Dreame

Convert 40% of interested audiences 1 making buying decision

TVC: “Dreame - Cùng Viral clip utilizing CGI

mẹ vươn tới ước mơ”

Table 9: Developing IMC Plan 9.1 Phase 1: Trigger (1/1/2024 - 20/2/2024)

technology: “Use mo màu xanh”

9.1.1 Key message: “Có Dreame - Tươi sáng ước mơ xuân”

9.1.2 Objectives

- Increase message awareness of target audiences to 80%

- Increase product awareness of target audiences to 70%

- Achieve 35% knowledge of target customers about Dreame

- Achieve 25% liking of target customers about Dreame

- Convert 10% of interested audiences to making buying decision

9.1.3 Tool used

ADVERTISING

Tet music video: Bich Phuong x “Dreame - Tươi sang ước mơ xuân”

(10/1/2024)

Singer: Bich Phuong, she owns many outstanding music videos during the Tet holiday such

as the MV "Chuyén cii bé qua" in 2018 with 223 million views and the MV "Em chao Tét"

in 2020 with 61 million views Bich Phuong is considered the most suitable singer for this campaign by Dreame because of the popularity and energy she brings on Tet holiday Lyric: The lyrics are composed around the issues of cleaning up during the Tet holidays in

Vietnam, with cheerful, positive and humorous colors, a handshake melody, suitable for the

Tet holiday atmosphere but besides It also shows the fatigue of cleaning the house on this occasion Besides, the lyrics need to have meaningful music about the dreams of the women

on Tet to understand them better One of the lyrics that can be referenced is "Dreams bloom

in the high sky, Tet has come here bustling everywhere Joyful smile, radiant happiness, bright spring light, joy everywhere"

Script:

Scene 1: Bich Phuong has just finished working to prepare for the Tet holiday, but she still has a lot of work to do such as sweeping and cleaning the house A lot of work makes her tired, messy hair looks very ugly

Scene 2: Bich Phuong sees her neighbors (played by Trang Hi) coming to go shopping, beautify and take care of herself, she feels heartbroken and secretly dreams that she can do the same She dreams of herself going to the spa, buying new things, but seeing reality is a mess in the house

Scene 3: Bich Phuong’s husband noticed and wanted to help his wife, but both of them couldn't save the mess (this scene is hilarious, the husband and wife clean up together and promise each other that they will do the same after cleaning up what | want)

Scene 4: The neighbor went to the spa to see her and asked why her house was so messy, but Bich Phuong and her husband were confused and asked the neighbor "why do you have time to go to the beauty salon but the house is still clean?" It will be “the neighbor introduced the Dreame multi-purpose vacuum cleaner”

Scene 5: The couple immediately ordered a vacuum cleaner and let you do the cleaning in the house, from there the couple went shopping and beautified the New Year

The last scene: everyone comes to the house to enjoy the New Year holidays, but the guests are afraid to bite the melon seeds for fear of falling to the ground, Bich Phuong said, just relax because you have Dream “Co Dream, don tét hét y, tươi sáng ước mơ xuân”

Broadcast channel: The pure Tet MV with a length of 4 minutes will be broadcast on the official Youtube channel of singer Bich Phuong (2,2M Subscriber) Videos will be suggested at the top of Youtube's homepage and quickly rise to the top of trends to easily reach target customers

KPIs:

- MV reached 3,000,000 views on youtube platform in the first week of release

- The right handshake tune has reached 5,000,000 views on music platforms

TVC “Có Dreame, cứ mơ đi” (1/1/2024 — 15/2/2024)

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