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MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING FACULTY OF MARKETING @ END OF COURSE ESSAY: INTEGRATED MARKETING COMMUNICATIONS (IMC) Class: CLC_19DMA09 Code: 2111702049709
Do Ngoc Tuan Anh 1921005341
Nguyễn Văn Tuan Anh 1921005357 Lê Nhật Huy 1921005450
Hoàng Ngọc Bảo Anh 1921005347
TP Hồ Chí Minh, 2021
Trang 3THE MEETING VERSION ASSESSING THE COMPLETION OF THE JOB 1 Mode: Online meeting
2 Members present: Full
3 The member is absent / Reason: No
4 Chair of the meeting (Team leader): Do Ngoc Tuan Anh 5 The evaluation results are agreed and summarized as follows:
STT Name Student ID Completion level
1 D6 Ngoc Tuan Anh 1921005341 100%
2 Nguyén Van Tuan Anh 1921005357 100%
3 Lé Nhat Huy 1921005450 100%
4 Hoang Ngoc Bao Anh 1921005347 100%
Trang 4TABLE OF CONTENTS
1 Question 1 1
1.1 Explain the communication process 1
1.2 Using a sales promotion activity that you have seen/ heard recently to
demonstrate the process 1 1.2.1 Semen ooo 2 I9 2 1.2.3 Emcoding? nan 3 5 3 I9 3 ID) 1n 4 II 5c 4 I9.) ae 4 I1 4 I6 4 2 Question 2: IMC Plan for PUMA (in purpose to launch PUMA Fast Rider collection in Vietnam market ) 5 2.1 Introduction 5 2.1.1 côn icon 02 0n 5
2.1.2 Trends and Behaviors of GenZ and ŒenŸY : -c-cccseeeexee 5 2.1.3 Introduction of PUMA - -cnHSnH*nn HH TH nghiệt 6 2.1.4 Introduction about the colÏe€CEIONI: -Ă SH riệ, 6 2.2 IMC objectives 7 2.3 Target audiences 7 °“EN Ko na 7
2.3.2 Relevant targef aIdIenC€S cá ke k+ HH HH HH HH HH Hit 8 2.4 Program 9 “h6 ca n6 cố Ầ 9
Trang 524.3.1 Advertising ốố 11
2.4.3.2 Personal selling eee eee cee eee eeeeeeeeeeeeeeaeseeseaeeeseeseeaeaaeas 17 ““" nh 18
2.4.3.4 Sale PrOIIOfIONI - SG TS HH HH TH TH HH HH HH 20 2.4.4 Timeline and budget - cck+e + HH 2 HH HH HH HH Hư 23 2.5 Measurement and control 24 “N0 nan 24
“YŠ/Aš co 8n ng ốố ố 25
Phi 9ï 1n 26
Trang 6TABLE OF FIGURES
( not include figures in appendix )
Figure 1 Poster of Sale promotion program of GUMAC c~.c~cS 2 Figure 2 :PUMA Fast Rider Billboard presumption ( For illustrative purposes only )
Trang 7TABLE OF TABLES
( not include tables in appendix )
I0 0y 7 Table 2 : Expense plan table - «c5 S4 k1 2311211231211 HH HH HH 19
I0 6x n6 19
Trang 81 Question 1
1.1 Explain the communication process
The communication process ( figure in appendix 1 ): The communication is a dynamic process that begins with the conceptualization of ideas by the sender who then transmits the message through a channel to the receiver, who in turn gives the feedback in the form of some message or signal within the given time frame It
include several elements:
The Source/Sender: This is the person or organization that has information to share with another person or group of people The source may be an individual or a nonpersonal entity
Encoding: The process of putting thoughts, ideas, or information into a symbolic form
Message: This contains the information or meaning the source hopes to convey It may be verbal or nonverbal, oral or written, or symbolic It must be put into a transmitted form that is appropriate for the channel of
communication being used
Channel: This is the method by which the communication travels from the source or sender to the receiver
Decoding: This is the process of transforming the sender’s message back into thought It is heavily influenced by the receiver’s frame or reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation
The Receiver: This is the person(s) with whom the sender shares thoughts or information They mainly are the consumers in the target market or audience who read, hear, and/or see the marketer’s message and decode it
Response: This is the receiver’s set of reactions after seeing, hearing, or reading the message
Feedback: This is the part of the recetver’s response that is communicated back to the sender
Noise: This is the unplanned distortion or interference, it distorts or interferes with the message that affects the receiver’s reception
1.2 Using a sales promotion activity that you have seen/ heard recently to demonstrate the process
Trang 9
Figure 1 Poster of Sale promotion program of GUMAC
Poster for the sale of the New Year's Eve sale program of the fashion brand GUMAC Event time: 16:00 on January 26 - 21:30 on February 8
1.2.1 Sender
GUMAC JOINT STOCK COMPANY
The company was established in August 2015, GUMAC is the fastest growing fashion brand in Vietnam with a store system with nearly 90 showrooms nationwide
1.2.2 The source
The model featured on the poster was chosen for:
Source Credibility: Models are not only young and beautiful She doesn't have any scandals so her image is very reliable with customers
Source Attractiveness:
Similarity: Models create similarities between themselves and the recipient of the message that when they buy GUMAC products they will be able to dress as good as this model
Likeability: Affection for the source resulting from physical appearance
Source Power:
Trang 101.2.3 Encoding: Verbal: Written word GUMAC: Brand name
Sale ends to celebrate Tet - 50% off all products: the meaning GUMAC wants to convey the message that GUMAC will discount all products by 50% for customers to buy Tet items With a design that emphasizes the 50% figure of the entire product to make the receiver notice at first sight
Graphic: Drawings
Pictures: The poster design with red and apricot flowers in the lower right corner creates an association with Tet holiday, the fabric in the background and the model (the source) create an association with fashion and how the receiver will look alike when they use GUMAC fashion
Appeal: Both logical, rational minds of consumers and to their feeling and emotion, GUMAC designed a poster to inform (news) that the status of all GUMAC products will be discounted by 50% (price) in the future, slogan Sale sold out Tet holiday creates excitement and demand for customers who want to buy Tet holiday items Execution: Straight sell and Imagery combination style: Introducing that GUMAC will reduce all products by 50% and the graphic design and images create an association with the Tet season and GUMAC's fashion and products when used by customers
1.2.4 Message
Mainly, GUMAC wants to inform customers that they will reduce the price of all products by 50% during the time before Tet so that customers can buy goods to welcome Tet, besides that customers will look like models when using GUMAC's fashion
1.2.5 Channel
Non-personal Facebook Social Media Advertising: While social media advertising may be Non-personal or personal, this Poster is aimed at a large audience of not just
isolated individuals, however if Customers feedback and receive advice from
GUMAC's staff when interacting online on social networks or calling this event after communicating will be personal interaction (Personal channel)
Includes both personal and non-personal
Trang 111.2.6 Decoding
Receiver when receiving the message will decode this message simply that GUMAC will reduce the price of all their products by 50% before Tet holiday, and customers will also think about themselves when using the product GUMAC product after seeing the model image
1.2.7 The Receiver
All the potential customers of GUMAC on the social network Facebook, customers who are interested in fashion and prepare to buy clothes for Tet, however, the poster is a bit oriented towards women's fashion, so the GUMAC receivers want Targets include those who want to buy gifts for women such as husbands, boyfriends, fathers, brothers and indispensable female customers in the age of models (20-30)
1.2.8 Response
Excited to consult and buy fashion at GUMAC's store or inform relatives and friends to discuss this event
1.2.9 Feedback
Click interested in the event, interact, comment on this poster's article, visit
GUMAC's website to view discounted products, message directly or call a GUMAC consultant, buy online Visit a GUMAC store or order online
1.2.10 Noises
Trang 122 Question 2: IMC Plan for PUMA (in purpose to launch PUMA Fast Rider collection in Vietnam market )
2.1 Introduction
2.1.1 Shoe market in Vietnam
The shoe market in Vietnam is one of the largest and most dynamic markets According to Statista data,
In 2020, the COVID-19 pandemic had a severe impact on the world footwear business, with production down 15.8% (equivalent to a decrease of nearly 4 billion pairs) compared to 2019, reaching 20.5 billion pairs Despite the impact of COVID- 19, the geographical distribution of footwear production in the world is not affected Vietnam accounts for 10.2% of the world's total footwear exports The world's total footwear exports in 2020 reached 12.1 billion pairs, down 19% from the previous year, the lowest in the past 10 years The COVID-19 pandemic has disrupted international value chains, leading to a decrease in the share of exports, from 62% in 2019 to 59% in 2020
Vietnam ranks second in the world in terms of footwear exports, with exports reaching 1.233 billion pairs in 2020, the first time Vietnam surpassed 10% of the world's total footwear exports (accounting for 10.2 million pairs) %), an increase of 4.4 times compared to 2011 (accounting for 2.3%, with 316 million pairs of shoes exported)
The population structure is golden, the average income is increasing rapidly, and the growth rate of the middle class in Vietnam is also among the fastest in Asia According to Nielsen and VBA, in 2020 there will be about 33 million middle-class consumers under the age of 30 and will spend approximately $173 billion It can be said that the shoe market in Vietnam is a large and growing market with strong buying power
Market characteristics: Due to the increasing demand for fashion products, along with the personalized style of young customers, leading to footwear brands in the market Vietnam must continuously launch new products to meet the needs of consumers It is for this reason that the life cycle of footwear products is being shortened
2.1.2 Trends and Behaviors of GenZ and GenY :
According to statistics, in Vietnam, the Millennials (25-38 years old) and Gen Z (18- 24 years old) or collectively known as MillenialZ currently account for 47% of the country's population (45 million people) and are becoming employees The main factor contributing to the development of the current digital economy
Trang 13Gen Y tends to use domestic brand shoes (Bitis, Ananas ), focusing on durability and foot protection Do not pay too much attention to the outer appearance of the shoes Gen Z tends to use imported shoes like Nike, Converse Focusing on outer style, affirming their own value and quality through their shoes Spending money when buying a pair of shoes:
Gen Y and Gen Z both have different ways of thinking and using money While both are concerned about the quality and design of the shoes to serve their own travel needs Gen Y only buys shoes that can highlight the highlights and interesting things that shoes bring Gen Z will want to buy and own shoes with youthful and dynamic designs, expressing their ego or meeting their personalization needs (Example: you can customize the shoes according to your preferences)
Hobbies to shop for shoes online :
Currently there is an outbreak of the Covid pandemic, restricting travel Both generations tend to shop online to protect their health
Gen Y tends to thoroughly research shoe products on websites before making a purchase, mainly paid in cash Gen Z has a liberal personality and spends heavily on shopping Rich kids may be willing to spend money on famous brands like Nike, Adidas, Puma, mainly pay by e-wallet or card
2.1.3 Introduction of PUMA
Founded in 1948 by Rudolf Dassler, PUMA is a German multinational corporation headquartered in Herzogenaurach, Bavaria, Germany PUMA is one of the world's leading sports brands that design, develop and sell footwear, apparel and accessories For more than 65 years, PUMA has produced innovative products for the fastest athletes on the planet PUMA specializes in the production of fashion shoes and sports shoes for football, running, gym training, golf and motor racing PUMA also has exciting exclusive collections in partnership with renowned designers such as Staple, Stampd and Trapstar to introduce the most innovative and fast-paced designs to the world The PUMA Group owns the PUMA brand, COBRA Golf and its subsidiary Dobotex PUMA currently distributes product lines in more than 120 countries and employs more than 13,000 employees worldwide
Vision: Focus on making the company an industry leader, with a focus on sustainability
Mission: To become "The fastest sports brand in the world”
2.1.4 Introduction about the collection:
Trang 14Rider gradually turned to the street genre, putting on a bit of streetwear direction This comeback, PUMA has reincarnated Fast Rider into 2 different colorways: Original ‘80s retro-styled blue and yellow Now also featuring '80s Casual Classics in updated black/orange, the OG silhouette features an original running style early 1980s model Highlights include a combination of suede and mesh for the hat with the iconic Federbein outsole design for traction, stability and grip Other features include famous racetrack branding in leather along with gilding on the side walls The PUMA Fast Rider is a great OG shoe that complements any classic trainer fan's wardrobe ( figure of PUMA Fast Rider collection in appendix 2 ) 2.2 IMC objectives (Base on pyramid of Communication effects ( figure in appendix 3 ) and business objective (600.000 purchase )) Implementation time: 1/1/2022 — 30/6/2022 Awareness: Create awareness about PUMA especially PUMA Fast Rider collection by 23,1% of target market (Generation Z and Millennials - gen Y) in VietNam Knowledge: Provide knowledge about PUMA and PUMA Fast Rider collection by 18% of target market (Generation Z and Millennials - gen Y) in VietNam Liking: Achieve liking of PUMA Fast Rider collection by 10,3% of target market (Generation Z and Millennials - gen Y) in VietNam
Preference: Achieve preference of PUMA Fast Rider collection by 6,4% of target market (millennialz - gen Z and gen Y) in VietNam
Purchase: Achieve 1,3% of target market ( Generation Z and Millennials - gen Y ) purchase the product of PUMA Fast Rider collection
2.3 Target audiences 2.3.1 Target audiences
Table 1 : Target audiences
Factor Target audiences: 1 Target audiences 2:
(Gen Z) (Gen Y)
Geography | Accommodation Living in Vietnam Living in Vietnam
Age 15- 24 25 - 35 years old
Demographic
Marital status Not married Single or married