bài tiểu luận kết thúc môn học the imc plan for puma fast rider sneaker

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...

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)

KHOA 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

NHAN XET CUA GIANG VIÊN HƯỚNG DÂN

(Phần này dành cho GV hướng dẫn trực tiếp ghi nhận xét về SV)

KHOA MARKETING

GV Nguyễn Thị Minh Ngọc

LỜI 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 Kính chúc Quý thầy cô sức khoẻ và thành công trong công việc

Chung em xin chan thành cảm ơn

BIEN BAN HOP ĐÁNH GIÁ MỨC ĐỘ HOÀN THÀNH CÔNG VIỆC

1.Hình thức: họp trực tuyến

2 Thành viên có mặt: 4

3 Thanh vién vang mat/Ly do: 0

4 Chủ trì cuộc họp (Nhóm trưởng): Trần Quang Binh

5 Kết quả đánh giá được thống nhất và tổng hợp

2

Lê Duy Lộc 192100550 100%

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TABLE 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

2 About Puma company eee eee eeeeeeteeereneeteenenteeneeneneenenes 4

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IV Target audience 6

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2 Positioning acer enreneeceeceerereeneeneee eee e eee ee en ee sees eeeeee en een eee eee eerereenneeneeeeeeereneenneseee® 6

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PHASE 3: ACTION 9ì 9 9 9 9 9 9 9 9 9 0 9 0 9 9 0 10 6 0.1 8 0.0.1.4 4 0.8.4 401 8.0.4 10 0.0.1 90 0.9.0.4 0.0.0.0 0:0 4.400.090.900 4.0 400.8 0.100 01% 18

VII Measure and control

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

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Media 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

Feedback: The part of the receiver's response after seeing, hearing, or reading the message that is communicated back to the sender

2 Example about a sales promotion activity

SIÊU SALE SINH NHẬT

NM ESTSURSNG= = DUY NHAT 12.12

rn

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

C1 Feedback: received a lot of interest and positive feedback from a variety of customer groups about this event

Question 2: Additional information: The IMC plan for PUMA FAST RIDER SNEAKER in 6 months

In 2020, Vietnam's footwear exports reached 16.75 billion USD, down 8.6% and handbag exports reached 3.11 billion USD, down 17.1% compared to 2019 Vietnam's total footwear export turnover in 2020 decreased by 10% compared to

2019 Exports to Latin America fell the fastest (-25.4%), followed by the EU (- 15.4%), North America (-8.4%) and Asia (-5.8%), reflecting the negative impact of the Covid-19 epidemic on different continents With a population of nearly 100 million, Vietnam's domestic footwear market is always a potential As evidenced by

2018, the number of leather shoes consumed in Vietnam reached 190 million pairs, equivalent to 1.9 pairs per person per year This number is expected to continue to increase in the coming time due to the increasing income and demand for footwear products of Vietnamese people The footwear industry 1s said to be extremely flourishing when it has actively taken the initiative in 70% of the raw materials for leather shoes in the mid-range segment, and 50% of products are in the mid-range segment The shift of leather shoe factories and orders from China to Vietnam is also the reason why Vietnam will become the world's footwear factory in the coming time

1.2 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

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high-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

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pursuing 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

With the concept of "Nike shoes are born because customers need it”, Nike divides its product lines according to each need and separate sports such as Lifestyle, basketball, running, football, gym, One of Nike's classic shoe lines is the Air Jordan dedicated

to basketball Besides sticking with the career of basketball star Michael Jordan, what's special about this line compared to other Nike lines is the disappearance of the

"swoosh" logo on the shoe body starting with Air Jordan 2 This demonstrates Nike's confidence in the quality of the shoes themselves and does not need the backing of the brand's reputation

Biti’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

1 Imitation of athletic shoes, apparel, and accessories

This is a quality product

This is a fashionable product

This is the first product in the minds of genes Y and gene Z

3 Target audiences

3.1 Internal

Oo Customers

Demographic Gender Male and Female

27-41

Occupation Students and office workers

Income Middle - high income

Love modem sneakers but still keep the classic look

Love to experience new - unique - strange products

Take care of the people around

Routine - Surf social networking sites (Facebook, Instagram, Tiktok) on

mobile devices, laptops

- Jom a community group on Facebook about sports, health, travel

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