bài tiểu luận kêt thúc môn học truyền thông marketing tích hợp

1.1 Explain the communication process The communication process includes the steps taken to communicate successfully such as the sender of the communication, the actual message being sen

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Table of contents

QUESTION 1: Explain the communication process Using a sales promotion activity that you have seen/ heard recently to demonstrate the process 1.1 Explain the communication process

1.2 Illustration by a sales promotion activity

2.4.1 Creative Strategy 0.000000 ae .4 2.4.2 Media strategy 0 000 0.0 et tee estate t eet ee nt cen teste eneeetecntcetcetiteetenesettesetseteesteseerntees 2.4.2.1 Prepare for communication plan

TABLE

Table 2 I Target Market Scgmenfation - c1 12111 1911111011111 112111111111 01 011111011 x re 9 E07 n in .e 15 Table 2 3 Tools for Viral clip - “Back to the meimOTW”” c1 12v 21 9111911 rrey 16 Table 2 4 Tools for Accompanying to sponsor shoes for Rap Viet members 17 Table 2 5 tools for “Run to win” - Organize a COmINUTIfY TUN 2 222132212 2xx 19 Table 2 6 Tools for “The shoes are yours” - MiNi GAMC cc cccceesecseeseteeseesestetsessesseeseseeses 20 Table 2 7 Tool COV€TAĐ€ L1 HH 1011010111110 1H11 11H11 1111 111 1 HH HH HH rà ha 21 Table 2 8 Timeline and Buget for stage | and stag€ 2 2.1 221 vn nh ng re 24

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2 event description posted on Puma's official facebook ác cv nteeierre 15

3 describe the event that Puma accompan1es rapvIet season 2 17

4 Tickets to Puma's "run to win” running €V€TE c2 v2 11 re 18

5 Running race !ÍlustrafIOn c1 21121211 11211111 1111111011111 1181111111111 1x yee 18

6 Running raee 1ÌÏustrafIon - 2 211 11211 11211111 1111012181111 0111 1112 tuy 19

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QUESTION 1: Explain the communication process Using a sales promotion activity that you have seenD heard recently to demonstrate the

process

1.1 Explain the communication process

The communication process includes the steps taken to communicate successfully (such as the sender of the communication, the actual message being sent, the encoding

of the message, the recetver and the decoding of the message) There are many different communication channels to consider in the communication process through various means (such as voice, audio, video, writing email, fax or body language) The overall goal of communication is to provide individual information and make it understandable to them The sender must choose the most appropriate medium for the communication to take place successfully

in a company9s advertisements) or a non-personal entity (such as the corporation or organization itself)

However, many companies use a spokesperson to appear in their ads and to deliver their advertising messages In some cases, a popular spokesperson can play a very important role in attracting attention to a company9s advertising and delivering the message, as well as influencing how well it is recetved by the target audience

2 Message

The encoding process leads to development of a message that contains the information

or meaning the source hopes to convey The message may be verbal or nonverbal, oral

or written, or symbolic Messages must be put into a transmittable form that is appropriate for the channel of communication being used

In advertising, this may range from simply writing some words or copy that will be read as a radio message to producing an expensive television commercial For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates

3 Channel

The channel is the method by which the communication travels from the source or sender to the receiver At the broadest level, channels of communication are of two types, non personal and personal Non Personal channels of communication are those that carry a message without direct, interpersonal contact between the sender and receiver Non-personal channels are generally referred to as the mass media or mass communications, since the message they contain is directed to more than one person and is often sent to many individuals at one time

4 Encoding

The communication process begins when the source selects words, symbols, pictures, and the like to represent the message that will be delivered to the recetver(s) This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form The sender9s goal is to encode the message in such a way that it will

be understood by the receiver

5 Receiver/Decoding

The receiver is the person(s) with whom the sender shares thoughts or information Generally, receivers are the consumers in the target market or audience who read, hear, and/or see the marketer9s message and decode it

Decoding is the process of transforming the sender9s message back into thought This process 1s heavily influenced by the receiver9s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation

6 Response/Feedback

The receiver9s set of reactions after seeing, hearing, or reading the message is known

as a response Receivers9 responses can range from nonobservable actions such

as storing information in memory to immediate action such as clicking through

an online ad to go to a marketer9s landing page or website or dialing a toll-free number to order a product advertised on television

Marketers are very interested in feedback, that part of the receiver9s response that is communicated back to the sender Feedback, which may take a variety of forms, closes the loop in the communications flow and lets the sender monitor how the intended message is being decoded and received

Noise may also occur because the fields of experience of the sender and recetver don't overlap Lack of common ground may result in improper encoding of the message4 using a sign, symbol, or words that are unfamiliar or have different meaning to the receiver The more common ground there is between the sender and the receiver, the less likely it is this type of noise will occur

1.2 Illustration by a sales promotion activity

Picture 1 2 MV Go to return on youtube

At the end of 2016, although facing many obstacles not only in terms of budget but also as a "newbie" in the Tet holiday marketing market, Biti's cooperated with Dentsu Redder - one of three " brand agency= of Dentsu in Vietnam to create a Tet

communication campaign that brings a breakthrough to the brand and raises

awareness of the Biti's Hunter sub-brand We will analyze the communication process

of this Biti's Hunter shoe line”:

Source/Sender: In this case, the speaker of the message and the sender of the message are the same because, the message in the Mv is "going to return" has been indirectly conveyed by Soobin Hoang Son to consumers

Picture 1 3 Soobin's picture in the MV "Going back" with biti's Hunter shoes

Encoding: Soobin Hoang Son took the image of leaving home to go to a far away place to discover new things Next, no matter where he goes, he will return to his home Here, the image of shoes is associated with trips, showing the closeness and attachment to the shoes they wear

Channel Massage: Selected MV to be released exclusively on Youtube channel 1989s Entertainment

Decoding: Customers after watching the "Go to Return" MV is a very good and meaningful mv, the image of dirty shoes after a long journey shows that Biti's products are very durable and stable in the natural environment However, no matter how harsh, the Mv encodes the message very carefully and clearly when it is delivered

to the viewers

Receiver: the recipients of the message are young people with a spirit of discovery and adventure The MV image has exactly targeted the audience that Biti's Hunter shoes want to target

Response: "Going to return" not only brought unimaginable marketing results with more than 170 million "brand mentions" when uploading Soobin Hoang Son's MV in season 1, but also went hand in hand with increasing sales (reaching more than 170 million in sales) 300% sales target in just 7 days)

Feedback: As one of the media campaigns causing a stir among young people,

"Going to return" - with the participation of singer Soobin Hoang Son and the appearance of the sub-brand "Biti's Hunter" has contributed made Biti's sales grow by 250% at the end of season 2 and held the No | position on Youtube Ads Leaderboard Tet for two years 2017 and 2018 The MV up to now has reached more than 80 million views, 336 thousand likes,

Noise: Besides the successes, the M/V was criticized by a small number of people as plagiarizing music ideas, affecting the mv and the message image badly

QUESTION 2: IMC PLAN FOR PUMA RIDER

2.1 Introdution

Founded in 1948 in Germany, Puma is one of the world's leading sports brands in the design and development of footwear, clothing and accessories Puma specializes in the production of fashion shoes and sports shoes for football, ranning, gym training, golf and motor racing

2.1.1 history begin

Puma was formerly known as Puma SE, specializing in the production of sports goods such as shoes and fitness equipment This company was founded by two brothers, Adolf and Rudolf Dassler in 1924, and is headquartered in Bavaria, Germany After 24 years

in operation, the relationship between them cracked The two brothers split up to form their own brands, Adidas and Puma Currently, the headquarters of these brands are still located in Bavaria, Germany

When he first started his own brand, Rudolf Dassler named the company Ruma But then he changed it back to Puma with the symbol of a wild beast jumping over the letter

D Puma products are designed by many famous designers, including Lamine Kouyate and Amy Garbers In 1996, Puma expanded the market to the US and so far, its coverage has spread to more than 80 different countries, Vietnam is also one of the popular markets of this brand

Milestones of Puma's development time and unique imprints:

1989

In May 1989, Rudolf's sons Armin and Gerd Dassler agreed to sell their 72% stake in Puma to the Swiss enterprise Cosa Liebermann SA

2003

In the financial year 2003, the company marked an impressive milestone when it achieved sales of 1.274 billion euros Puma was the commercial sponsor of the 2002 football and grass-themed animated series called Hungry Heart: Wild Striker with Puma brand jerseys and sportswear Puma ranked as one of the top shoe brands along with Adidas and Nike at the time

2007

In February 2007, Puma reported that their profits had dropped 26% to —32.8 million ($43 million; £22 million) for the last three months of 2006, a blow to the business The company is constantly developing and moving forward Much of the drop in profits is due to costs becoming higher as the top players are looking to expand it

On April 10, 2007, French retailer and owner of the Gucci brand, Pinault-Printemps- Redoute (PPR) announced that it had acquired a 27% stake in Puma, clearing the way for a full takeover and owns this traditional sports shoe company

Mission: "World's fastest sports brand"

Vision: Bringing timeless and durable products with unique and innovative designs, in line with world trends

Awareness: The majority of Gen Z and Millennials in the target customers recognize the Puma Fast Rider brand

Knowledge: More than 600,000 people are willing to try new products with the message Puma conveys <Dream with Puma=

Linking: Acquiring customers through social media, public relations and other promotional activities

Preference: Puma Fast Rider is back to create new legends with the same bright and playful colors Retro lives their renaissance in the fashion industry and this trend is especially popular among young people

o Conviction: Being an international product with a long-standing brand, loved by many famous people, global superstars of all ages, and standing as a brand representative is one of the things that makes customers in Vietnam Gen Z and Millennials care and trust products

o Purchase: Sold 600,000 products to new users in 2022

Vietnam

Concentrate in 5 big

cities such as: Ho Chi

Minh City, Da Nang,

Can Tho, Hanoi, Hai

- Religion: All religions

- Likes to collect new models

-Someone who is interested in fashion

- Vulnerable to the number of users

- Pay more attention

to appearance

Search benefits:

- Pay attention to shoe quality: wear smooth, comfortable

- Choose shoes that cost no more than

6 million VND

- Often buys shoes with international brands

- 1 year buy 1-2 times

- Buy on discounts, promotions -Buy shoes to match the market trend

Buying behavior: Buy for yourself

or buy as a gift for friends and relatives

Table 2 1 Target Market Segmentation 2.3.2 Target Audiences

For Millennials:

o ‘Target customers are dynamic, modern people who love to try new products

o This generation mostly focuses on health, so look for reputable and quality shoe brands to serve for exercise and sports

o Buy as gifts for friends and relatives

o Wearing big brand shoes is a form of self-affirmation

For Gen Z:

o Vulnerable to changes in demand by market trends

o Have a passion for international branded sneakers

o Love and play sports

o Focus on appearance, want to have international branded fashion shoes and match the outfits of young people

2.3.3 Insight

Let customers see that in addition to Puma giving customers a comfortable, smooth feeling when operating with durable quality, Puma's shoes have a trendy style, suitable for all situations

The product is suitable for both Gen Z and Gen Y For Gen Y people, besides going to work, they also care about health such as running, cycling, playing tennis, golfing, etc then Puma is a great choice For Gen Z, going to school every day, Puma shoes will ensure durability when worn out often, as well as a modern design that will match the outfits of young people when going out , go out with friends

2.4 Program

2.4.1 Creative Strategy

Key Message: Puma Fast Rider - Run to win

Target audience:

Gender: Both male and female

Miulennials: or Gen Y (from 1981-1996) is the generation that has witnessed the evolution of the Internet, mobile services and social networks step by step They are people who appreciate success in life, who are searching and walking on the path of their own dreams In shopping behavior, Millennials value the name and brand value of the product they will own, in general Millennials have a more positive financial view than the next generation, who were born in a recession Not being overly sensitive about money, what Millennials care about is the experience and quality of service they receive

Gen Z: They are called Generation Z, people born between 1997 and 2012 Are the first generation to be considered <digital natives= as their generation has made great strides

in the times technology, they don't have any memory of the non-IT era like the previous generation Gen Z always upholds their identity and personal imprint, which is clearly shown in their shopping behavior that they care more about whether the brand's image matches their own style, also pay more attention to aspects of ethical values and social responsibility of brands Also important in Gen Z is the generation that is forming within themselves ambitious dreams, wanting to conquer their desire to win and their own limits But compared to the present time, Gen Z is a generation that cannot control

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their own finances and is still highly dependent on family finances, they live more realistically and are interested in saving from a very early age

Based on the deep desire of Gen Z and Millennials to be an active generation, they are always ready to race with their dreams, wanting to affirm their personal values by achieving success , Puma has understood and brought the Puma Fast Rider sneaker product, for the generation that likes to be active like running, jumping, but deep inside is the desire to run to success

Back in the 80s, running went from being one of the professional sports to being a street movement in Germany The Fast Rider is one of PUMA's simplest yet most comfortable running shoes for street runners Today, Puma has reincarnated Fastrider by retrofitting

a unique and more creative style to satisfy Gen Z and Millennials, making them ready

to bring Puma Fast Rider on the road to conquering life's dreams

+ Stimulate interest, help customers open up and accept the product line

+ Drive customer purchases

¥ Digital marketing

+ Highlight brand identity

+ Provide information, parameters, interface to customers

+ Stimulate purchases from young Vietnamese

KOLs

+ Hit the right audience who are following these people

+ Bring products to target customers faster

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