Faculty Of Marketing Final Assignment Of Course Subject Integrated Marketing Communication.pdf

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MINISTRY OF FINANCE

UNIVERSITY OF FINANCE - MARKETING

TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING

FACULTY OF MARKETING

FINAL ASSIGNMENT OF COURSE SUBJECT: INTEGRATED MARKETING COMMUNICATION

Lecturer: Mrs Ninh Duc Cuc Nhat

No Student name : Student ID

1 Phạm Anh Khôi : 2021008457

2 Trần Dương Trung Hiếu : 2021006890

3 Phí Ngọc Hà : 2021008433 4 Lê Minh Thư : 2021001829

5 Hoàng Thị Bạch Thuận : 2021000089

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MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING TÀI CHÍNH - MARKETING FACULTY OF MARKETING FINAL ASSIGNMENT OF COURSE SUBJECT: INTEGRATED MARKETING COMMUNICATION Lecturer: Mrs Ninh Duc Cuc Nhat MEMBER RATING No Student name Student ID Percentage of completion 1 Pham Anh Khôi 2021008457 100% 2 Tran Duong Trung Hiéu 2021006890 100% 3 Phi Ngoc Ha 2021008433 100% 4 Lé Minh Thu 2021001829 100% 5 | Hoang Thi Bach Thuan | 2021000089 | 100%

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Nội dung QUESTION 1

1.1 Explain the communication process

1.2 Illustration by a sales promotion activity 1.2.1 Sender 1.2.2 Attribute 1.2.2.1 Credibility 1.2.2.2 Attractiveness 1.2.2.3 Power 1.2.3 Encoding 1.2.4 Key message 1.2.5 Communication Channel: Nonpersonal Channel 1.2.6 Receiver ® œ nmnnmnn nun n st B® WW 1.2.7 Response 1.2.8 Feedback QUESTION 2 L INTRODUCTION

1.1 Car market overview

1.1.1 Overview of the car market in Vietnam

1.1.2 Consumption trends of the car market of Vietnamese consumers

1.2 Company overview

1.2.1 Company background 1.2.2 Vision

1.2.3 Core values 1.2.4 Mission 1.2.5 Competitors II CREATING 2.1 Objectives 2.2 Target audience TH PROGRAM

3.1 Creative strategy

3.2 Media strategy

3.3 Detail action plan

3.3.1 Action plan summary

3.3.2 Detail action plan

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3.4 Timeline and budget 3.5 Total budget IV Measure and control 4.1 Measurement 4.1.1 Phase 1 4.1.1.1 PR- Online Newspaper Online Newspaper The number of click 50.000 traffic 4.1.1.2 PR- Magazine 4.1.1.3 Viral Clip - Youtube, Tik Tok 4.1.2 Phase 2

4.1.2.1 Sale Promotion - Coupons

4.1.2.2 Internet Marketing - Facebook

4.1.3.1 Internet Marketing - Facebook and Google 4.1.3.2 Sales Promotion — Voucher

5.2 Control 5.2.1 Phase 1 5.2.2 Phase 2 5.2.3 Phase 3

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Question 1: Using the theory of communication process to explain the below advertisements

Second ad: https://youtu.be/PpZV V Y 70Bok

Question 2: You are required to prepare an integrated marketing communications campaign for Vinfast with the purpose of launching VF8 in Vietnam market You are asked to:

(1) Create awareness and liking for Vinfast in aspirational way that makes Vinfast a desire for its target cus tomers;

(11) Be able to convince the company’s target customers about the VF8 car ’s values Additional information:

Budget: 12 billions VND

Timing: 6 months (Oct 2022 - March 2023)

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QUESTION 1

1.1 Explain the communication process

Picture 1 Communication Process

1 Sender: The sender/source of a communication is the person or organization that has information to share with another person or group of people The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a non personal entity (such as the corporation or organization itself)

2 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 receiver(s) This process (encoding process) involves putting thoughts, ideas, or information into a symbolic form The sender’s goal is to encode the message in such a way that it will be understood by the receiver This means using words, signs, or symbols that are familiar to the target audience Many symbols have uni - versal meaning, such as the familiar circle with a line through it to denote no parking, no smoking, and so forth

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4 Communication 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

1 Nonpersonal Channels: consist of two major types, print and broadcast Print media include newspapers, magazines, direct mail, and billboards; broadcast media include radio and television

0 Personal Channels: involve direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media They often represent word-of- mouth (WOM) influence that involves informal communication among consumers about products and services and is a very powerful source of information

(The Internet has characteristics of both non personal as well as personal forms of communication.)

5 Receiver: The recetver 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 marketer’s message and decode it

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

7, Feedback/Response: The receiver’s set of reactions after seeing, hearing, or reading the message is known as a response.Recipient's response may fluctuate from nonobservable actions to immediate action 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

® Note:

Noise: Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception This unplanned distortion or interference is known as noise For instance, errors or problems that occur in the encoding of the message, distortion in a radio or television signal, and distractions at the point of reception

1.2 Illustration by a sales promotion activity

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1.2.1 Sender: The father and daughter character in the video With the participation of "hot girl IELTS" Thao Tam — the daughter, and the actor Huu Chau — the father

1.2.2 Attribute 1.2.2.1 Credibility Knowledge:

O

Skill:

Actor Huu Chau is a Vietnamese comedian, film actor, television actor, theater actor and comedian He has been known through a number of classic works such as the role of Nguyen Trai in The Secret Garden of Le Chi, the role of Ferdinand in the plot and Love, the role of Binh in Don't Say Goodbye, the role of the old hermit in In the play "Heroic Life", Lu Quy in the famous play "Loi Vu" With many events and sufferings from family tragedy, he has constantly honed and tried many things on the stage In 2012, for his contributions and achievements in the arts, Huu Chau was awarded the title of Distinguished Artist by the State of Vietnam

Thao Tam — this girl born in 2000 is a Vietnamese actress, model, and speaker Not only famous for having a pretty face Thao Tam is also known for her excellent academic achievements She once caused a storm in the online community and was nicknamed "hot girl IELTS" besides Thao Tam 1s also better known for her role as Miss Hong in the movie Mat Biec

Huu Chau is a veteran actor in the Vietnamese film industry, he is very successful in building very natural images, besides he is also known as an expert in emotional troubleshooting for women With his natural, deep acting along with the harmony between the message that Generali wants to bring and his style, the video is probably quite successful in attracting and capturing the audience's and customers’ tears

Thao Tam represents a dynamic, rebellious, young generation full of ambitions, dreams and their own paths With Thao Tam's acting ability and charisma, this role is quite successful in building the image of the child that the brand wants to target and the customers want to see

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1.2.2.2 Attractiveness

Similarity: Huu Chau's image and personality are comparable to what the brand seeks to achieve - love and understanding of people's psyche As for Thao Tam, her rebellions and individual actions have contributed to the image of a flawless, patient parent, the attitude of a father that most young people today desire for

Familiarity: Huu Chau is renowned as an endearing actor with a filial and affectionate private life He is also regarded for being a specialist in emotional debugging for women

Likability: Huu Chau is regarded as an acting master with different transformations for a wide range of parts, not only for possessing the attributes of his family but also for being conscious of and cultivating his innate skill The spirit is constantly open to new experiences, people, and places Huu Chau is a very amusing, caring person who is always contributing wonderful things to the theater by mentoring, educating, and introducing parts to generations of junior performers 1.2.2.3 Power

Perceived concern: Băng cách truyền tải thông điệp thông qua câu chuyện thành công của những bạn trẻ sống hết mình với ước mơ, đam mê của mình thông qua khâu hiệu “Sống Như Y”, Generali da tao ra mét cai nhin tich cure hon dé khuyén khích khách hàng mua dịch vụ của mình

Generali has produced a more optimistic approach to attract clients to acquire your services by communicating the message via the success stories of young people who pursue their ambitions and passions through the phrase “Séng Nhu Y” 1.2.3 Encoding

Verbal: The song is as well as a dialogue between father and son to convey the message of “Séng Nhu Y”

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Picture 2 The image of a lion with wings has a score of 0 The symbol of a winged lion with a score of 0 conveys the message: old generation biases are always forced on the current generation

XX 0Ú CẢNH TU tâm Sống Như Ý t

Picture 3 Generali - Lion with wings

The Generali brand has perfected the "Séng Nhu Y universe", with the buzz growing with each episode, by making a powerful impression on viewers with a compelling tale and a smartly embedded message with high art

The white chrysanthemum curtain at the end of the film represents filial piety, as if it were conveying a message to the children to send a lovely wish to their father on "Father's Day", who always tries to ensure that his children "Sống Nhu Y": "Support whatever your child do or get your child a life insurance policy”

Musical: Huu Chau and Thao Tam's voices Bella Ciao remains the major theme of "Séng Nhu Y" The song Bella Ciao began gently, became louder in the scene where lovely memories flooded back, then sublimated in the part where each individual was content with their own happiness The song Bella Ciao runs

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throughout the three episodes as a "identification set" for viewers about the “Sống Nhu Y” universe no matter how many episodes afterwards The song "For you" is in the midst of the video, which Generali seamlessly transitions from the daughter's point of view to the father's point of view => Show that the father always wants to be the wings to defend the kid, allowing the child to live Fly high and far as Generali intends them to be like a pair of wings, a shield to guard each person's life so that they may feel safe “Séng Nhu Ý”

1.2.4 Key message

"Support whatever your child do or get your child a life insurance policy” Emotional appeal: Father, however dry, silent, and severe Although you are not the same as | previously wanted, | still want to be a good parent, a shield to protect you from all the storms of life, and for you to be yourself The message for the children to send a wonderful wish to their father on "Father's Day", who constantly tries for his children to “live as they desire", in whatever form, “support whatever your child do or get your child a life insurance policy"

1.2.5 Communication Channel: Nonpersonal Channel

Media: To acquire a big audience and diversify client groups, use social networking sites such as Youtube, Facebook, Instagram, TikTok, and others to publish advertising to audiences

1.2.6 Receiver

O Demographic: The audience that “Séng Nhu Y” target this period is separated into two groups: the young generation, the children who are commonly referred to as "Gen Z" around adolescence, and the parents, who are around middle age; from 15 to 50 years old

0 Behavior: Looking for products to take care of and protect the health of yourself and your family

1.2.7 Response

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1.2.8 Feedback

(J Comment and react on the website, Facebook or on Youtube, in addition, you can download and rate the Genvita application on the Appstore or CH Play 1 If customers have questions or problems related to Generali life insurance, they can contact Generali via website, hotline, local customer service, etc

Picture 4 Generali's market share after the "Song Nhu Y" campaign With the right message orientation to target users, Generali's campaign "Living as you wish" has been strongly discussed on social networks

After episode 3 went viral on social media in June, the total discussion about Generali exploded by 1.5 times compared to the previous month The generali brand's user sentiment index is also approximately 50% positive This proves that the "Séng Nhu Y universe" has successfully capture with the target users by understanding the discussions related to the brand's general message, as well as diversifying the way it 1s expressed