subject integrated marketing communication imc

Lazada prepare promotion code that people can use it to reduce product prices or free shipping Choose influencer so that they can spread the sale promotion plan to many people thanks to

SUBJECT: INTEGRATED

Nguyễn Đăng Phi — 1921005606 aw ae Soe «Al

Hỗ Thu Sương — 1921005636 PUMA Ti F N3 E 8

Vũ Mỹ Tiên ~ 1921005703 PUMA h2 6

PU MA a PUMA we PUM / s

PU M Pui?

TABLE OF CONTENTS

QUESTION 1 1 The communication process 1 Illustration by a sales promotion activity 2 QUESTION 2 3

1 INTRODUCTION 3

2 IMC OBJECTIVES 4

3 TARGET AUDIENCES 4 Primary TA 4 Internal: 4 Secondary TA 8 External: 8

4 PROGRAM 9 4.1 CREATIVE STRATEGY 9 4.1.1 Big Idea 9 4.1.2 Key Massage 9 Phase 1: Aware 11 Phase 2: Engage 11 Phase 3: Educare &Amplify 11 4.2 MEDIA STRATEGY 12 4.3 DETAIL ACTION PLAN 12 Phase 1 13 Phase 2 15 Phase 3 18 4.4 TIMELINE AND BUDGET 25

5 MEASUREMENT AND CONTROL 26 5.1 MEASUREMENT 26 5.2 CONTROL 27

TABLE

Table 1 Target Audiences

Table 2.Key Message

Table 3.Media Strategy

Image 5 An image from | history video of Puma

Image 6 Chau Bui

Image 7.Binz

Image 8.Cast of Running man Vietnam

Image 9.Linh Ngoc Dam

QUESTION 1

The communication process

The communication process refers to a series of actions or steps taken in order to successfully communicate It involves several components such as the sender of the communication, the actual message being sent, the encoding of the message, the receiver and the decoding of the message There are also various channels of communication to consider within the communication process This refers to the way a message is sent This

can be through various mediums such as voice, audio, video, writing email, fax or body

language The overall goal of the communication process is to present an individual or party with information and have them understand it The sender must choose the most appropriate medium for the communication process to have worked successfully The communication process has several components that enable the transmission of a message Here are the various parts:

Sender: This is the person that is delivering a message to a recipient

Message: This refers to the information that the sender is relaying to the receiver Channel of communication: This is the transmission or method of delivering the message Decoding: This is the interpretation of the message Decoding is performed by the receiver

Receiver: The receiver is the person who is getting or receiving the message

Feedback: In some instances, the receiver might have feedback or a response for the sender This starts an interaction

In order to successfully communicate, it's important to understand how the process works Here are the seven steps in the communication process:

1) The sender develops an idea to be sent

2) The sender encodes the message

3) The sender selects the channel of communication that will be used

4) The message travels over the channel of communication

5) The message is received by the receiver

6) The receiver decodes the message

7) The receiver provides feedback, if applicable

Illustration by a sales promotion activity

Lazada is an e-commerce platform, and they are preparing a sale promotion on 11" November they call that “A big day sale” Lazada need to use communication process They take the following steps:

Step 1: Lazada needs to prepare them promotion code before they can send it out Lazada prepare promotion code that people can use it to reduce product prices or free shipping

Choose influencer so that they can spread the sale promotion plan to many people thanks

to their influence on the community

Sender: Tran Thanh, Ninh Duong Lan Ngoc, BB Tran, Seventeen band

Step 2: Lazada encodes the message

Lazada targets all customers with many ages, focusing on the young generation who often use e-commerce channels to shopping Lazada selects influencers who have an impact on young people by doing TV commercials on TV and short ads on YouTube and

a huge music liveshow to attract viewers so that they can both watch music and watch music at the same time both can receive discount codes transmitted from the MC of the program who are also influencers such as Tran Thanh, Lan Ngoc, BB Tran

Step 3: Lazada needs to select the channel of communication that they will use The channel of communication that they use is YouTube and TV channel (VTV,HTV) Step 4: Lazada’s message travels over the channel of communication

Advertising TVC spread out on TV channel and YouTube advertising with a high frequency

Music liveshow with a lot of famous singer like Son Tang MTP, Kay Tran, Binz, live

on YouTube

Step 5: Lazada's customer receives them discount code on that day and during their music livestream

Step 6: Lazada's customer decodes the message

Customers receive a discount code and use it to shop on lazada and of course during the event they get free shipping

Step 7: Lazada's customer provides feedback

After the event takes place, customers will spread the word about the event so that more people know and take advantage of the opportunity to shop, they leave comments on the livestream about the event, or they can share what they like purchased from this event on Facebook story

QUESTION 2

1 INTRODUCTION

Rudolf Dassler created PUMA in Herzogenaurach, Germany, in 1948 when he and his brother decided to split the athletic products company, they had started in 1924 Adidas, created by his brother, is a competitor

PUMA's objective is to become "the world's fastest sports brand," reflecting a 65-year heritage of creating rapid product designs for the world's fastest athletes and a relentless pursuit of the next big thing in performance advances, cultural trends, fashion, and style With the help of celebrity athletes, particularly runners and soccer players, the Puma brand would eventually gain prominence The Olympics provided another platform for the Puma brand The success of sportsmen wearing Puma sneakers at the Helsinki Olympics propelled the firm to new heights Puma had become a household name in 55 countries across five continents by the late 1950s

Puma's brand was repositioned as “one of the most attractive sports lifestyle brands in the world" in 2001 Profits grew even further Direct investments in major regions such as Eastern Europe, Japan, and South Asia boosted brand recognition even more Despite being an international corporation, Puma accommodated cultural differences in its marketing efforts Puma featured its own local content in each campaign, even if a worldwide campaign or assets were employed

Puma discovered that running sneakers from the 1990s have had a major resurgence in the footwear market in recent years, with enthusiasts opting for vintage (and retro- inspired) styles as their go-to looks As a response, Puma decided to reintroduce its famous line that was a smash hit in the 1980s in 2020: Puma Fast Rider was back after 40 years to create new legends in similarly colorful and lively colorways In the fashion sector, they have had a renaissance, and this trend is particularly popular among young people This new generation of Puma Rider Sneakers was designed with Generation Z and Millennials in mind

2 IMC OBJECTIVES

- Reach target brand awareness of "Puma Fast Rider" associated with the image of

"PUMA — Hoi tho Retro but pha 4.0" to 50% in 3 months

- Build trust and increase target audience preference by 50% in 3 months

- Increase trust and Convict 600,000 new users inVietnam to buy Puma Fast Rider Sneakers within 3 months

355, mainly following modern trends and living in Vietnam

Customers and Clients:

Marital Single Single & Married status

Career Student, office workers, Sports Sports Athlete, office

Athlete workers, Gym Personal

Trainer

Psychological Social class Middle-class Middle and Hepes middle

class

Liking Influenced by the media, following Care about health,

hot trends, Preferring e - Prioritize using

commerce sites like Amazon | Vietnamese products Care

and official Puma sites about long-lasting quality,

following trends

Lifestyle modern, active, interested in focus on health and

beauty and following emerging exercise, personality trends

Benefit Beautiful and strange designs | value product quality over

sought are used by many users and are price, long-term use

behavior

Learn about products through

Youtube: Fitness Influencers, FitnessKOLs/KOCs, influential

Facebook: Hội ghiền Puma, Ghién Giày, review giày,

Bloggers who unbox shoes

Will recommend to friends

and relatives if the product

is good by word of mouth

Table 1 Target Audiences

Secondary TA

Other target audiences’ group:

-Women and Men

-In the Ages of 24-40

-Spend most of the time watching Tiktok, YouTube, Instagram, and influential entertainment programs like Chay di cho chi

External:

- Educators:

Chau Bui is an Influencer on Gen Z generation and Fitness Blogger has an active lifestyle,

modern and unique style Chau Bui has a healthy lifestyle Recently, she often wears classic-oriented clothes Not only that, she is also regularly active on her YouTube channel with fitness videos and emphasizes that persevering in sports will have a healthy and agile body So Chau Bui's sports lifestyle is suitable for the brand

Linh Ngoc Dam belongs to the Millennials generation and is a famous streamer among young people today, with a strong personality suitable for the customers target of Puma Fast Rider

Binz is a famous rapper with a modern, fresh, and new colorful style Each appearance of Binz gives the audience a new color and strong personality Thus, Binz's colorful personality fits the brand

“Chơi là chạy” casts: Lan Ngoc, Jun Pham, Thuý Ngân, Trường Giang, Thế Vinh, Ngô Kiến Huy, Binh Phát The current "Choi la chay" casts is very hot on social networking

sites and is well received by the audience from season | “Chay di cho chi” to season 2

“Chơi là chạy” With such an entertainment program, having to "run" so much requires agility and persistent, the casts of “Choi la chay” are very suitable for Puma's image

4 PROGRAM

4.1 CREATIVE STRATEGY

Insight: “Tôi muốn trải nghiệm (khám phá) phong cách cô dién nhung khéng bi lu

mờ bởi những màu sắc hiện đại”

Truth: Young people tend to follow classic fashion styles

Tension: Concerned about not being prominent in modern fashion trends Motivation: Desire a color that is both modern and classic

4.1.1 Big Idea

To convey the renaissance message of the Puma Fast Rider shoe line, a popular sports shoe line of Puma in the 1980s but still fully meets the needs and desires of the young generation, Gen Z and Millennials, when recently a new fashion trend has formed in this young generation “Puma_ Hoi thé retro but pha 4.0 was born to represent the trend of returning to classic and slightly past designs Besides, it still retains its youthful, unique features and novel colors representing the vitality of young people Puma wants to revive Puma Fast Rider to:

- Bringing the famous Fast Rider shoe line that was very popular with many customers in the 1980s, once again appearing widely on the market Retains the original, classic design and features of this shoe line With the lines on the shoes as well as the comfortable and agile feeling that Puma Fast Rider brings to consumers

- The classic design and traditional shape of Puma Fast Rider are retained, which can satisfy a part of young people in Gen Z and Millennials who are inclined to learn and experience or even stick with them Long lasting with their Classic, Vintage and Retro styles

- The creative combination of new and modern color schemes helps Fast Rider still conquer young people who tend to like to stand out, with separate color arrays and changed design of a few small details, while preserving the original features, while adorning fashionistas who pursue a new striking color style

4.1.2 Key Massage

“Puma_Hoi Tho Retro birt pha 4.0”

developed into the

market, young people

are gradually tending to

Puma Fast Rider is a combination of classic style and modern color

Exhibition: “Puma_

Hoi thé retro bứt phá 4.0”

- Let customers experience and try products at the point of sale, encouraging purchases

Puma Fast Rider is not only beautiful but also brings flexibility and comfort to users

Running challenge “Choi

là chạy cùng PUMA”

KOLs Social Media Television

Phase 1: Aware

Create awareness and stimulate curiosity for viewers, especially young people when the classic trend is gradually returning and getting more attention Puma, a sportswear brand,

is preparing to launch a shoe that embodies these elements

Short Clip : “Điểm màu cho quá khứ” The content is about young people in the Genz, and Millenial generations who tend to find and wear classic fashion Although at a young age, but deciding to choose these old colors can make you lose the vitality and dynamism of youth, Puma appeared with the Fast Rider shoe product line This is a shoe product that has nothing special or outstanding that young people in these two generations should pay attention to

Message: "Diém màu cho quá khứ" as an action, a step of Puma to contribute to bringing

a shoe product that was once very famous and popular in the past back to the present and develop in the future, by giving it a new color

Phase 3: Educare &Amplify

Activities are built on the convenience and flexibility of Fast Rider products Customers will experience the product right at the store to feel and make comments In addition, Running Challenge "Choi la chay cing PUMA" as an activity that hits the psychology of customers who are more concerned about

11

health issues From here to contribute to promoting Fast Rider products that are not only beautiful but also durable, helping customers to be comfortable in different activities including strong activities

4.2 MEDIA STRATEGY

Broadcast

Convey messages

and product information to Objectives customers quickly,

accurately, and widely reach 75%

of target customers

Internet

Stimulate customer inquiry and buying

behavior, transmit

information quickly and accurately and collect 35% more customer data

Print

Save product information and messages accurately, create effects for outdoor

Millennials (25-35

years old)

Gen Z (12-24 years old)

Gen Z (12-24 years old) Millennials (25-35 years old)

March — June 2022 January — June

March — June 2022

2022 Frequency Normally Always Occasionally Flexibility 80% 100% 95%

Table 3.Media Strategy

4.3 DETAIL ACTION PLAN

Phase 1

Social Network

Media: Internet

Vehicles: Youtube, Facebook, Instagram

Audience: Gen Z youth and Millennials

Date: 1/1/2022

Active content:

A short clip with a total time between 30s and 1 minute:

- At the beginning of the clip is a photo of a group of young Gen Z people gathering on the street to talk and talk to each other, they are wearing classic costumes and walking on Puma sneakers but it's an old version from the 1980s ,and the image of the millennial generation back is also bringing this old version and running The color of the video clip

is quite dark at this point and has a bit of a more classic look But the camera angle is panned quickly just enough for the viewer to visualize the image and pay little attention

to the shoes

- Here the image is made a strong transform effect, each color gradually lightens, the music is also selected to appear more intense The image of an old Puma Rider shoe is placed neatly in the center of the frame with a black backgroud and the light from the top light shines down on the shoe to highlight it, then a series of other colors such as pink, blue , purple, is thrown into the shoe and slows down as the pigment hits the shoe, making it almost invisible The camera suddenly rotates quickly, zooming in and zooming in on the closest side of the shoe, making the viewer no longer see the image of the shoe Finally, the Puma logo appeared with the words: "# Breath of Retro Breakthrough 4.0" with the main black background, behind is the latest Fast Rider product but has been covered with the lens blur effect that makes the viewer see You can't see the product clearly, but you can only imagine it a little bit

- Disseminating clips on social networking sites such as Youtube, Instagram, Facebook Use optimization tools like SEO to drive more traffic and interested customers

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Expected result: Attracting more than 700,000 people interested in and watching the Video From here, it is possible to stimulate discovery as well as learn about classic fashion styles as well as about PUMA sports shoes

PR

MINIGAME

Media: Internet

Vihicles: Facebook, Instagram

Objective: Increase interaction with customers who are interested in or have used Puma shoes in the past Connect more new customers, who love classic fashion and a little bit

of innovation

Date: 20/1/2022 — 10/2/2022

Content: With Puma “Diém màu cho quá khứ”

Right on Puma's fanpage on Facebook and Insta, there is a small game for people to click

to answer questions about the history of the formation and development of Puma in general and the Fast Rider shoe product in particular This is an activity to target young people who have been interested in and researched and used Puma's products before At the same time, if you do not know, you can also join to better understand Puma CONTEST

Media: Internet

Vihicles: Facebook, Instagram,Tik Tok

Objective: Increase interaction and widen the interest of young customers about classic fashion trends in the 4.0 era Promoting young people's awareness of retro and vintage designs is never out of date, but they stand out with their own unique beauty

Date: 1/2/2022 — 28/2/2022