BỘ TÀI CHÍNH TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING KHOA MARKETING QD BAI TIEU LUAN KET THUC MON HOC THE IMC PLAN FOR PUMA FAST RIDER SNEAKER
Môn: Truyền thông marketing tích hợp (imc) Mã lớp HP: 2111702049703 Giảng viên hướng dẫn: Nguyễn Thị Minh Ngọc
Ngành: MARKETING
Chuyên ngành: QUẢN TRỊ MARKETING
Trang 2KHOA MARKETING
4s
BAI TIEU LUAN KET THUC MON HOC THE IMC PLAN FOR PUMA FAST RIDER SNEAKER
Mon: truyền thông marketing tích hợp (imc) Mã lớp hp: 2111702049703
Ngành: MARKETING Chuyên ngành: QUÁN TRỊ MARKETING Nhóm sinh viên
Tran Quang Binh — 1921005373 Trần Bảo Ngân — 1921005550
Lê Duy Lộc — 1921005509
Nguyễn Hải Đăng — 1921005382
Trang 3NHAN XET CUA GIANG VIÊN HƯỚNG DÂN
(Phần này dành cho GV hướng dẫn trực tiếp ghi nhận xét về SV)
Điểm bằng số Chữ ký giảng viên
(Điểm bằng chữ) (Họ tên giáng viên)
KHOA MARKETING GV Nguyễn Thị Minh Ngọc
Trang 4LỜI CẢM ƠN
Trước hết nhóm sinh viên chúng em xin gửi lời cảm ơn chân thành đến toàn thể Quý thầy cô trường Đại học Tài chính — Marketing, Quý thầy cô khoa Marketing đã truyền đạt cho chúng em những kiến thức quý báu trong thời gian học tập tại trường — đây là khoảng thời gian mà chúng em đã tích lũy cho mình được rất nhiều kiến thức về marketing, cũng như những kĩ năng để em có thê thực hiện được tốt nhất cho bài thi tiêu luận lần này Nhóm sinh viên chúng em cũng xin gửi lời cảm ơn đến cô Nguyễn Thị Minh Ngọc đã dành thời gian tận tình hướng dẫn để nhóm chúng em có thê hoàn
thành được bài tiểu luận lần nảy
Trong quá trình thực hiện đề tài, bên cạnh thuận lợi cũng có những khó khăn nhất
định Tuy nhiên, luôn có sự hướng dẫn nhiệt tình của cô Nguyễn Thị Minh Ngọc Trong quá trình thực hiện không tránh khỏi những thiếu sót trong nội dung cũng như cách trình bày Chúng em rất mong được nhận những ý kiến đóng góp của thầy cô đề có thé rút kinh nghiệm cho bản thân - cũng như là hành trang quý giá sau này
Trang 5BIEN BAN HOP ĐÁNH GIÁ MỨC ĐỘ HỒN THÀNH CƠNG VIỆC
1.Hình thức: họp trực tuyến 2 Thành viên có mặt: 4 3 Thanh vién vang mat/Ly do: 0
Trang 6TABLE OF CONTENT Question 1 Explain the communication process Using a sales promotion activity that you have seen/ heard recently to demonstrate the pr0C€SS.'*********+**** 1 Question 2: Additional information: The IMC plan for PUMA FAST
RIDER SNEAKER in 6 months 3
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Trang 8PUMA
Question 1 Explain the communication process Using a sales promotion activity that you have seen/ heard recently to demonstrate the process
1, Communication process Communication process includes 8 elements:
Sender is an individual or organization that wants to share and distribute its information to an individual or many other people The source can be an individual (salesperson, spokesperson, celebrity appearing in the company's advertisement), or it can be an organization
Encoding: Encoding is the selection of words, symbols, images, to present messages, symbolize ideas or information The sender must encode the information he wants to send so that the receiver can easily understand the message
Message: The encoding process produces a message containing meaningful information that the source wants to convey This message can be expressed verbally or non-verbally, written images, or it can be symbols
Trang 9Media is the communication channel through which the message is transmitted from the source or sender to the receiver There are two types of communication channels, direct and indirect direct contact between sender and receiver Messages are sent to objects at the same time over the media
Receiver is the person the sender wants to share and distribute information to Decoding is the process of converting the encoded message of the sender into meaning This process is strongly influenced by the recipient's experience, perception, and attitude
Noise: During the communication process, the message is also affected by unexpected factors, which can distort the message or hinder the recipient of the message These distortions or obstructions are called noise
Response is the set of groups, the recipient's reaction after seeing, hearing, or reading the message This is an important factor to show the success of the communication process
Trang 102 Example about a sales promotion activity „ *# ae = = “4, n> =m 2.77 & N
SIÊU SALE SINH NHẬT
NM ESTSURSNG= = DUY NHAT 12.12
rn
YŨ i TIẾN LINH
VĂN THANH “it NA PARK HANG SEO
1 Sender: Shopee
1 Encoding: Select images of Vietnamese football players: Tien Linh, Van Thanh and head coach Park Hang Seo "12.12" sign, birthday cake image, gift boxes, happy birthday music and lyrics, "Shopee” sound effect
C1 Message: Shopee 12.12 Siéu Sale Sinh Nhật - Tải Shopee ngay! C1 Media: Using popular social networking sites such as facebook, youtube,
tiktok and Vietnamese television channels
C1 Receiver: The target audience of Shopee such as customers, retailers, wholesalers, and competitors
| Decoding: The meaning of the message is recognized by customers as a super- discount festival of the year
| Response: The target audience has an unexpected and excited reaction, ready to wait for Shopee's super sale event
Trang 11Question 2: Additional information: The IMC plan for PUMA FAST RIDER SNEAKER in 6 months
I Introduction 1 Market overview
1.1 Market size
Vietnam is the third largest footwear manufacturer in Asia (after China and India), and the fourth largest in the world Vietnam's footwear exports are second only to China's Every year, Vietnam exports more than | billion pairs of shoes of all kinds to hundreds of countries around the world In particular, Vietnam's footwear exports to the European Union (EU) accounted for the largest proportion of total export tumover
Trang 121.2 Market share
Footwear sales account for 45.2 percent of Puma's sales im 2020, the largest share of the sportswear company's three product segments Considered Puma's most Important sector, footwear sales for the first time exceeded two billion euros in 2018
Puma has generated around €5.2 billion from global sales of footwear, clothing and accessories by 2020 Footwear sales have increased by about 1.27 billion euros since 2014, during which time the segment's share of sales has increased to 50% Puma's apparel sales reached around €2.1 billion in 2019 - an increase of €381.2 million from 2018 to 2019 Accessories sales continued to grow in 2019, but a 16% market share indicates that this is Puma's smallest business
Partnership proves profit for Puma
Puma - the third largest sports company worldwide - continues to strengthen its position in the sportswear market by partnering with teams and athletes who have raised the brand at sporting events throughout the year At the 2018 FIFA World Cup, two players confirmed by Puma ended the tournament among the top goalscorers: Romelu Lukaku (Belgium) and Antoine Griezmann (France) In motorsport, Puma is the official performance apparel supplier to the top three teams of the 2018 Formula One Builders Championship: Mercedes, Ferrari and Red Bull Racing
1.3 Market trend
It can be said that social media is now one of the media that helps a trend become the fastest global trend and sneakers as well They originate in many directions, typically from famous stars who apply sneakers in their style of dress Or at fashion weeks, fashionistas and fashionists bring them closer to streetwear trends And somewhere there are hundreds of ways to mix clothes with sneakers on social media All of them have contributed to the current trend of sports shoes
Sneakers are one of the lucrative markets worth mvesting in thanks to the huge consumption of Millennials and Generation Z As mainstream sports shoe brands like Nike, adidas, Puma or Under Armour are racing to develop platform technology to enhance the quality of sneakers, High-end fashion brands such as Gucci, Prada or Balenciaga Also "get involved” in this potentially rich market It can be said that
Trang 13high-end fashion brands have contributed a lot in inflating the trend of sneakers to young people They build images of fashionable young people using sneakers on previous occasions that rarely see the silhouette of sneakers such as at work, luxury parties or special events
2 About Puma company
PUMA was founded in 1948 by Rudolf Dassler in Herzogenaurach, Germany, after Rudolf Dassler and his brother decided to split the sportswear company, they had started in 1924 His brother founded a competitor called Adidas In a potential shoe market like today, a shoe company's backing would be just a big step for other shoemakers to enter the market Knowing that, Puma is constantly innovating Puma's first-half sales rose 53.6 percent, to around €3,137.9 million thanks to double-digit growth rates in all regions Compared to the first half of 2019, Puma's sales increased by 30% Wholesale business rose 57.3 percent to 2.402 million euros while direct business to consumers (DTC) rose 42.7 percent to 735.9 million euros with growth in company-owned and operated retail stores of 49.2 percent as well as e-commerce sales up 33.5 percent
PUMA is one of the sportswear brands that has become extremely familiar to Vietnamese consumers in particular as well as the sneakerhead community around the world in general, when the image of the leopard has become one of the brands logo easily recognizable anywhere, From crowded shopping malls to busy shopping malls However, PUMA has never really won a warm reception from consumers, when the big sportswear companies at the present time such as Nike and Adidas are still doing a good job and making their fans always loyal to the products it makes In addition, other sports shoe manufacturers are also proving to be uncompetitive and constantly developing to compete as well as gain more market share in this potential shoe market Having witnessed these things, PUMA has also been on the path of finding its own innovations and innovations
PUMA's mission is to become "The World's Fastest Sports Brand,” reflecting a 65- year history of creating fast product designs for the fastest athletes on the planet and
Trang 14pursuing anything that follows, in innovations in performance, cultural trends, fashion and style
3 Competitors: Adidas:
Adidas is a german multinational corporation that manufactures footwear, clothing and accessories Gebruder Dassler Schuhfabrik was founded in 1924 by the Dassler brothers Adi Dassler and Rudolf
Adidas' flagship items include shoes, clothing, hats, socks, sports handbags, etc The advantage of Adidas brand products is that it is always made from the best materials, designed quite meticulously, carefully, delicately expressed in each seam to bring users a comfortable and pleasant feeling
Nike:
Nike is the world's number one global supplier of shoes, clothing and sports equipment Founded on January 25, 1964, as Blue-Ribbon Sports by Bill Bowerman and Phil Knight, it was officially named Nike on May 30, 1971 Nike has established a strong brand portfolio with a number of subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf and Umbro Ltd Currently, Nike operates in more than 160 countries globally with more than 30,000 Nike employees across six continents, each of them contributes their energy to fulfilling the brand's mission: bringing inspiration and innovation to every athlete in the world
Trang 15Biti’s
Biti's (full name Binh Tien consumer goods company): is a brand specializing in footwear production in Vietnam, established in District 6, Ho Chi Minh City in 1982 Biti's was originally a small cooperative of Binh Tien, and Van Thanh located in Ho Chi Minh City Currently, besides 2 production facilities, the company has 7 branches, 2 commercial centers, 2 business centers, 156 marketing stores and more than 1,500 agents nationwide and exports products to 40 countries worldwide, including markets such as: Russia, Ukraine, United Arab Emirates (UAE), Bahrain
II SWOT analysis Strengths:
| Strong sporting goods brand 1 High product innovation O Global supply chain
QO Global distribution and sales network Weaknesses:
1 Imitability of some products LC Low level of business diversification Opportunities:
(| Growth through strategic partnerships with other firms
41 Growth based on higher sporting goods market penetration in developing economies
(| Growth in other markets or industries via business diversification Threats:
LO High competition