Question 2: IMC Plan for PUMA (in purpose to launch PUMA Fast Rider
Introduction 5
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
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
Gen 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
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”
PUMA Fast Rider is a sports shoe collection inspired by the design of running shoes in the 1980s with a modern design Over time and the prevailing fashion trend Fast
Rider 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 )
IMC objectives 7
(Base on pyramid of Communication effects ( figure in appendix 3 ) and business objective (600.000 purchase ))
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.
Target audiences 7 °“EN Ko na
Factor Target audiences: 1 Target audiences 2:
(Gen Z) (Gen Y) Geography | Accommodation Living in Vietnam Living in Vietnam
Marital status Not married Single or married
Job Mainly student, college Office worker, who student went to work
Income Below 5 Millions VND VND
Dynamic personality, Having a mature way like to experience, like | of thinking, preferring freedom, like colorful minimalism, Life Style things, adventure, like to | sustainability, safety, express yourself Follow | and comfort Practice
Mentality social media sites to stay sport up to date
Concerns Study, entertain, appearance Work, family, health
Enjoy shopping online Like to ứo shoppin through e-commerce li he iP S Purchase platforms: Lazada, commence latfoins: method Shopee or the Lazada She ce Or company's website Also, b 7 nhe t "
Behaviors buy at the store ny ab the store
Purchase frequency More than 2 times/year 1 time/year
Type of device Often use smartphone Use phone, desktop, used P ` laptop
2.3.2 Relevant target audiences ô+ Employees of the Firm: The people who strive, strive and unite to help PUMA company become more and more popular with customers ô+ Community members: The group of people who love sneaker are Gen Z and Gen Y living in big cities in Vietnam
“+ Media: PUMA develops relationships with large, long-standing, highly reputable online newspapers in the field of shoes and fashion
“+ Educator: Influencers ( mainly focus in Fabo Nguyen and Duyet fashion ), groups, fanpages and organizations specializing in shoes in Vietnam
Fabo Nguyen: ( figure in appendix 4 ) Real name is Nguyen Ngoc Tuan - Born in
1987, he is one of the most prominent rich kids in the Vietnamese hypebeast community, when he owns his own Youtube channel named after himself with the main content of specializing in sharing life, breaking boxes brands but especially rare and expensive sneakers, In particular, the guy has a strong love for sneakers, plus his wealth has turned him into a real player and respected by young people in the world Duyet Fashion: ( figure in appendix 5 ) Real name is Pham The Duyet, born in
1995 in Phuc Le, Hai Phong In 2015, he started his journey to study in Germany and start a business In a developed economy like Germany, it is easier to have sneakers
On his Youtube channel, Duyet always reviews the latest shoes of famous sportswear brands around the world Typically Yeezy, Nike or Louis Vuitton Moreover, he also took the time to explain the hot words on the online community and also explain the topics that are of interest to the fans.
Program 9 “h6 ca n6 cố Ầ
Running sneakers from the '90s have sparked a massive resurgence in the footwear market, with fans choosing retro (and vintage-inspired) as their look, Retro has come to life their renaissance in fashion and this trend is especially popular among young people At the same time, sports enthusiasts in general in Gen Z and Gen Y always want a pair of sports shoes that are not only durable, have a dynamic design, but also have a supportive function for the athletes optimal sports activities, helping the muscles and joints of the legs to work in the most effective way, helping to maximize the speed and flexibility of the legs
With a mission to be the "World's Fastest Sports Brand", reflecting a 65-year history of creating fast product designs for the fastest athletes on the planet and pursuing whatever comes next, about performance innovation, cultural trends, fashion and style PUMA captures the insight of customers who are mainly Gen Z and Gen Y, thereby resurrecting the retro-style PUMA Fast Rider product that is popular among young people, and at the same time bringing maximum performance to their feet the user, the maximum speed of the human body Bringing to the future a timeless product that has been a huge success in the past, setting a trend in retro sneakers with speed-enhancing performance proven by past success to the future
Big Idea : FTL-Faster than light
Slogan: “Tốc độ vượt thời gian”
Explanation: PUMA Fast Rider, with its maximum acceleration design and retro style of the past, bends space to the future at speeds faster than light (Known by Gen
Y and Gen Z consumers) This is from sci-fi movies that transcend space and time at a speed faster than light), giving users an experience that transcends self-perception from the past in a retro style, reaching a speed that you have never reached before, worthy of PUMA's mission "World's fastest sports brand"
TVC: Cooperated with a famous player in Viet Nam (Quang Hai) to collaborate on a TVC advertisement for the PUMA Fast Rider collection, contributing to attracting attention and increasing the liking of target audiences objectives of the IMC plan Once completed, this TVC will be posted on social networking platforms such as Youtube, Facebook, Twitter, etc where PUMA's website is located in Vietnam Billboard : continue to work with the selected player to build TVC and design an advertising billboard for the PUMA Fast Rider collection contribute to creating attention and increasing liking for the target audience of the IMC plan.Billboard will be rented on major roads in the area of 2 big cities, Ho Chi Minh City and Hanoi
Poster :continue to work with the selected player to build TVC and design a promotional poster for the PUMA Fast Rider collection contribute to creating attention and increasing liking for the target audience of the IMC plan Once completed, this poster will be posted on social networking platforms such as Youtube, Facebook, Twitter, etc where PUMA's website is located in Vietnam
Influencer marketing: Cooperate with today's famous and influential influencers in the shoe fashion industry or have a wide influence on Gen Y and Gen Z (Fabo Nguyen, Duyet Fashion, Cotton Purple, Phi Vi, Bui Tan Truong) to work Active on social networks youtube and tiktok and even facebook For the purpose of cooperation for them to review or try the products of the PUMA Fast Rider collection and post the video on Youtube, Tiktok , post videos in general, then cooperate and continue to let them post a review of PUMA Fast Rider on their fanpage or personal page on Facebook, Instagram
Create a team of professional customer consultants in social networking platforms with PUMA's website and e-commerce platforms, helping to convince customers to choose PUMA products in general and PUMA Fast Rider collection in particular at the same time helps customers better understand the product and increases customer preference for PUMA Fast Rider collection ¢ Sale Promotion:
Contest: Primarily evaluate the ability of Puma’s sales staff to promote the company's sales
Propose attractive prizes, stimulate sales staff
Coupon: Offer coupons - stimulate consumer shopping behavior To collect data of potential new customers for the company through surveys on websites
The idea is that the company will give 10% discount for each discount code Price-off deals: Create a big sale day 5/5 to attract the attention of customers Experience being immersed in a crowd jostling for bargains
Idea: 1000 products on sale 30% - 700 products 20% - 300 products 10%
PR Article: The PR article revolves around the topic "Are PUMA Fast Rider shoes good, price & outstanding shoe models" Posted on groups, forums
+ There will be full information about the product, origin, model, and price + Current promotions
The running program to raise funds for students of Ton Duc Thang University (District 7, Ho Chi Minh City) joined the running track called "Color TDT Run 2022" Press release:
Media Vehicles: SNKRVN Magazine, Tuéi tré Newspaper
Content: Introduced to young people about the program and brought positive messages to readers, the program sponsored by PUMA went well
Create awareness and interest in the products of the PUMA Fast Rider collection among the target audience 1,2 They often use social networks for work, study and entertainment
Community member: The group of people who love sneakers are Gen Z and Gen Y on social networking sites
Message : “FTL - Faster than light”
This TVC segment will be used to upload to PUMA's websites in Vietnam on social networking sites such as Facebook, Twitter, Instagram, Youtube.,
Scenario : The 1-minute video will introduce the fashion design and structure of PUMA Fast Rider at the beginning, followed by an introduction to the success of PUMA Fast Rider in the past 1980s, with a scene Quang Hai with PUMA Fast Rider ran at a speed faster than light to pass time from 1980 to 2022, creating the association that when wearing PUMA Fast Rider, human speed will surpass perception and limited, and bring PUMA Fast Rider which is a retro shoe of the past to the future for lovers of Retro style In the end, the message and PUMA symbol will be shown
(The TVC is hypothetical to create associations Products, characters and scenes, events that may not be the same as the official plan of the group.) (The TVC will be submitted separately ) (For illustrative purposes only)
Source : Football player Quang Hai ( figure in appendix 6 ) ô Source Credibility:
Quang Hai is currently a bright name playing in the position of a striker for the Vietnamese club and national team and participating in the 2022 World Cup qualifiers Owns 2.4M FI on Facebook He has many fans and is invited by companies to represent advertising campaigns ô Source Attractiveness:
Similarity: He often wears sneakers when going out to hang out and exercise Those who buy the product will have a preference for wearing sneakers like Quang Hai Likeability: Being a famous and classy player He participated in professional matches, won many titles and achievements and was loved by everyone ô Source Power:
Perceived scrutiny: Changing customers’ buying behavior, creating trends, helping customers understand product characteristics through his images on TV ads to help customers enjoy and choose to buy products
Appeal style : Rational and emotional combination : an introduction to PUMA Fast Rider design, function and usage along with creating a feeling of excitement when buying a shoe that has been successful in the past and will make the customer himself feel the dynamism and speed in them when wearing PUMA shoes
Execution style : State the design, use, structure and past success of PUMA Fast Rider ( Straight-sell ), Describe the situation of using PUMA Fast Rider shoes when running ( Demonstration ) , passing time from 1980 to 2022 at speeds faster than light
12 when wearing PUMA Fast Rider shoes (Imagery) conjures up the speed viewers will have when wearing shoes
Figure 2 :PUMA Fast Rider Billboard presumption ( For illustrative purposes only )
Billboard design: Quang Hai player design brings PUMA Fast Rider running from the past (1980) successful year of PUMA Fast Rider to the future (2022) on 2 photo backgrounds with fast-paced effects following the model the feeling of speeding faster than light transcends time The slogan "Faster than light" is embossed on the Billboard along with the words PUMA Fast Rider brand and the white leopard logo of the PUMA brand
Measurement and control 24 “N0 nan
Measure outdoor advertising (billboard) by compare business situation before, during and after the campaign
Measure TVC and billboard effectiveness by conducting a survey of people who have seen an ad about their feelings, emotions, and actions after viewing the ad Based on the increase in website visits of Puma website from Vietnamese internet users Poster and Influencer marketing : Evaluate by the increase in followers on the official website of PUMA on social media, interactions: Like, share of the poster or review video/ article compared to the original objectives
Table 7 :Contingency plan of advertising
Failure evaluation criteria Contingency plan
TVC: The survey shows that viewers have many negative comments about
TVC, comments, interactions on social networks are less or have a negative trend
TVC: Change the media channel or change the TVC duration more reasonable through research from the survey
Billboard: Surveys show that viewers do not pay much attention and make many negative comments about the advertisement
Billboard: Design another billboard template that is more relevant to the audience through research from the survey
Poster: Surveys show that viewers do not pay much attention and make many negative comments about the advertisement
Billboard: Design another billboard template that is more relevant to the audience through research from the survey
Influencer Marketing: Interactions with video reviews or a poor or negative review post, in addition, there may be negative problems arising with the image of the partner
Influencer Marketing: Terminate the advertising contract and ask the partner to cancel the video, review the post if necessary, and offer a cooperation plan with another partner
Based on the increase in product consumption of PUMA in general and PUMA Fast Rider in particular when compared to other collections
Table 8 Contingency plan of Personal selling
PUMA Fast Rider products does not reach the target in 1 month
Focus on checking the customer consultation process along with improving communication skills with customers and supplementing additional training courses for the consulting staff
Measure product usage based on the sales efforts of the company's employees Evaluate the number of new potential customers of the company through surveys to receive incentives
Measure product consumption based on online shopping app during promotional period
Table 9 : Contingency plan of Sale Promotion
Failure evaluation criteria Contingency plan
Staff attitude is not good Training for sales staff again
The number of customers accessing information is limited
Increase running of ads on the internet, social networking platforms
Page does not attract attention, impressions are low, interaction is poor
Run ads for the company, invite the currently singing influencers to livestream interviews
The number of people participating in the event did not meet the expectations
Increase discount percentage for sale products, attach more attractive rewards
Sales did not increase after implementing the program
Review email content is engaging, modify communication
Measure the reach of customers to Puma through review articles posted on forums and groups
Measure the increase in potential customers through Color TDT Run 2022 program sponsored by Puma on online newspapers
Table 10 : Contingency plan of PR
Failure evaluation criteria Contingency plan
The message conveyed to the
Change the content in the next period customer is not effective Š P
Use images of Influencers using products
Poor post engagement e SP to increase customer interaction
Influenced by the same brands that Negotiate and use appropriate policies for want to sponsor the program mutual benefits
Appendix 1 : The communication process figure
Appendix 2: PUMA Fast Rider collection figure
Appendix 3 ; Pyramid of Communications Effects figure
Appendix 4 : Fabo Nguyen and his shoe collection figure
Appendix 12 : Detail of timeline and budget
No 199 - 205, Nguyen Thai Hoc Street, Pham Ngu Lao, District 1, 1.322.500.000
2- sheet Ho Chi Minh City ; billboards Ho Chi
Minh city 120m2 No 322B, Xo Viet Nghe Tinh
Street, Ward 25, Binh Thanh 528.000.000 District, Ho Chi Minh City ơ sheet Linh Dam Lake, Giai Phong, Hanoi Ha Not 400.000.000 billboards capital
Total Cost 2.250.000.000 otal Cos VND
Rental costs for Fabo Nguyen :
Post os a review on i 4.000.000 instagram
PUMA Fast Rider Gift 1.000.000 ( = Cost eee) for 65% of the shoe's value
Table of rental costs for Pham The Duyet :
PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of the shoe's value )
Table of rental costs for Bui Tan Truong :
PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of the shoe's value)
Table of rental costs for Bong Tim
PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of the shoe's value)
Table of rental costs for Phi Vi
PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of the shoe's value)
Total cost table for Advertising
Quang Hai, TVC, Poster, Billboard design 300.000.000
Budget: Cost of training, building a team of consultants: 600,000,000 VND Total cost table for Personal selling
First prize 20 million dong and 5 Puma discount coupons cost 1 million dong
The second prize | 10 million and 5 Puma discount coupons 1 million dong
The third prize | 5 million and 5 Puma discount coupons cost | million dong
Fourth Prize 3 million dong and 3 Puma discount coupons cost 1 million dong
Budget table for Price off deals
Total cost of Sale Promotion
Sponsor Color TDT Run 2022: May 18, 2022
Press release: May 15, 2022 and May 20, 2022