MISNISTRY OF FINANCE
UNIVERSITY OF FINANCE AND MARKETING
THE FINAL TEST REPORT
INTEGRATED MARKETING COMMUNICATION Class code: 2111702049712
Member name Student ID Class
Lam Man Nghi 1921001172 CLC_19DMA12 Phạm Lê Hồng Như 1921004569 CLC_19DMA12 Phan Nguyễn Hoang Thy 1921000937 CLC_19DMA12
Ho Chi Minh, 2021
Trang 2TABLE OF CONTENT
89)0.⁄019)0105— 1
Trang 3TABLE OF IMAGE
Trang 4MAIN CONTENT QUESTION 1
Explain the communication process
Sender's Field of Experience Receiver's Field of Experience Source/Sender C Receiver 1 © © 44-›- - -Nự Encoding Channel Message Decoding Image 1.1 The communication process model Sender/source: Person or organization has information to share to a group of people Sender could be known as the brand that owns the sent message, while source usually speaks the message Generally, the source might be a salesperson, celebrities hired to be a spokesperson, or a nonpersonal entity such as the corporation, organization Sometimes, the brand states the message by itself, so the sender is also the source in this situation Receiver:
The person(s) that receives the message that the sender shares Generally, receivers are the consumer, the target audience of the brand
Channel message:
The method by which the message travels from the sender/ source to the receiver Two types of channels are non-personal channels which are mass media, and personal channels by which the message is transformed to a small group or individual of target audiences Because channel message is the way the receiver gets information, so the sender needs to choose the right channel to communicate effectively
The communication process:
Begining when the sender/ source has a message to send to the receiver The message could be expressed through metaphor methods such as verbal, graphic, musical, or animation, which is called encoding The encoded message is shown to the receiver on channel message The receiver gets information from the channel, then they use their experience and knowledge to analyze information into thought, which is called
Trang 5decoding the message The receiver responds to the message through their reaction, they might communicate back to the sender called feedback During the communication process, the message reception could be affected by the noise which distorts or interferes with original thought, and makes the message known in an
extraneous way
Demonstrate the communication process
Trang 6McDonald's ¥
Thể lệ tham gia minigame: Bước 1: Comment dự đoán tỉ số trận chung kết giữa i8; Ý - #z Anh Bước 2: Tag 3 đồng bọn cùng tham gia để tăng xác suất trúng giải đặc biệt nha
Bước 3: Share bài post ở chế độ công khai với hashtag #McDonaldsVietnam #ThêmGáắnKếtThêmVui #TasteOfTheWorld2021 Lưu ý:
- Người chơi thực hiện đủ 3 bước trên sẽ được tính là comment hợp lệ
- Các comment “đã chỉnh sửa" sẽ không được tính
- Minigame sẽ kết thúc vào 2:45A
"“.<=>=—=-=>x -=—===ễằ=ẽễ= ==
Image 1.3 Game rule of Me’ Donalds
This sales promotion activity is a game, in which winners are determined purely by chance and cannot require a proof of purchase as a condition for entry The communication process is explained as below:
Source:
This activity was posted on McDonald’s Vietnam fanpage As several previous promotional information or advertising posts, McDonald’s frequently posted on its fanpage instead of choosing a spokesperson to appear in their ads and to deliver its message
Encoding:
This minigame was inspired by Euro 2021 and called score prediction between the Italian team and the English team This minigame is encoded by graphic, although the field of game was football, McDonald’s put the dishes representing 2 countries instead of their flags Two dishes included Italian Beef Burger with Bolognese sauce and England Bacon Fries, in addition, the background of this minigame was set in the stadium lawn with the text “Y - Anh sao?” that made target audience think that this minigame involved with the Euro final 2021
Message:
The message of this sales promotion activity was the name of score prediction minigame “Y - Anh sao?”, this name was such as puns about 2 countries, Italia and
Trang 7England Because the target audience of McDonald’s is major in gen Z, so they read this message, beside the meaning of score prediction between Italian team and English team, they felt fun and more interested about this joke sentence in the minigame In addition, beside the message of this minigame depicted on an image, the content of it also described the game rules Marketers of McDonald’s Vietnam showed the game rules in the content section of the post Therefore, the target audience could understand clearly about this minigame
Channel:
As for McDonald’s Vietnam, ads on social media sites are the main communication tools to communicate with customers They use this nonpersonal channel to reach the maximum target audience of them On the other hand, instead of using television commercial broadcasts, they could waste more money than post advertisements on Facebook McDonald’s could reach many individuals at one time on Facebook and they also could notify the necessary information immediately for their target audience Additionally, marketers of McDonald’s could easily interact with the audience by commenting or reacting to their rating
Decoding:
From the message that was posted on this sales promotion post, the target audience of McDonald’s could easily understand this minigame and trying to communicate and play this game In addition, the target audience could decode the message, specifically, McDonald’s had two dishes which represented the Italian football team and English football team
Receivers:
As the theory we have explained on the section la, receivers of McDonald’s are the
young audience who are gen Millennials and gen Z Response:
On this minigame, after seeing this post and understanding the message also the game
rules, the target audience would comment their answers on the comment section, the
more comment answers McDonald’s could receive, the better result of this communication process McDonald’s reached more than 4000 reactions, 900 comments and 300 shares, these numbers had a positive effect on McDonald’s activity On the other hand, the response of this minigame of sales promotion activity was not only the interaction of comments on the post but also the purchase of two dishes in the graphic and the “An Sap Chau Au” menu like McDonald’s mentioned on the product awards
Feedback:
Trang 8advertised on this minigame Therefore, the feedback at that time was about the rating of the dishes
Noise:
Trang 9pumn’ + ¢ ‘on for Jannchi ‘der Collection i QUESTION 2 IMC CAMPAIGN FOR LAUNCHING PUMA FAST RIDER COLLECTION IN VIETNAM 1 Introduction
General information about Puma
Founded in 1948 in Germany, PUMA is one of the world's leading sports brands in the design and development of footwear, clothing and accessories PUMA specializes in the production of fashion shoes and sports shoes for football, running, gym training, golf and motor racing The brand currently distributes product lines in more than 120 countries including Vietnam
General information about Puma Fast Rider
Puma Future Rider is reborn from the legendary 80s model called Fast Rider Back in the 80s, from a professional sport running became a street style trend in Germany Fast Rider is the PUMA's simplest and most comfortable running shoes for street athletes After 4 decades, Puma rebirths the "casual cool" street style from Fast Rider in a bolder way With a combination of past and present, it is called FuturisticRetro Especially, Puma use the futuristic language design and combines it with extremely unique features of retro Puma fast rider collection in 2020 has two products, Puma future rider and Puma style rider
Image 2.1 Fast Rider in 80s (left) and Fast Rider Retro (right) 2 IMC objectives The IMC objective is able to reach people who are the target audience and also the target customers They are Millenials and Gen Z Increase the product’s awareness by launching music videos on Youtube, showing pictures on Youtube’s pop-up: Gen Z and Millenials don’t often watch TV so we choose to launch music videos on Youtube Nowadays, 45 million people in Vietnam are listening to or watching videos on Youtube The speed of posting videos on
Youtube increases 300%, the number of users increases 85% According to Youtube,
audiences buy more than twice as many as they did after seeing products on Youtube, 70% of users say that thanks to YouTube they know more new brands Users usually
find the information of brands, products, or services on YouTube four times as much
as they do on other social media Vietnamese people spend about 70 minutes on YouTube per day on average and mot of the users on YouTube in Vietnam are
Trang 10Vy puma’
Miullenials and Gen Z Through appearing in famous singers’ music videos, Puma fast rider can be known by more target audiences, and they can click to pop up to get more information about Puma fast rider
Approach target audiences on popular social networking by posting picture ads on Puma Vietnam’s official Facebook, Instagram accounts, and booking influencers to post their picture with Puma fast rider on their personal Instagram and Tiktok accounts:
There are 6 million users on Instagram, 67 million users on Facebook, 13 million users
in Vietnam (2020) Most of the users on three social media are Millenials and GenZ, many users are fond of fashion, hot trends, they are energetic, open-minded, and love new experiences so they often keep up with the hot trend quickly Puma Vietnam’s official account has more than 11 thousand followers, we will post Puma fast rider pictures on Puma Vietnam’s official Facebook and Instagram Besides that, we want to book micro and macro-influencers to post their picture with Puma fast rider on their personal Instagram accounts and on Insta Reels Then we can approach audiences who don’t follow Puma Vietnam’s official Instagram And we also book micro-influencers on Tiktok- social networking for Gen Z to post on their personal account
Maximize the number of people who see Puma fast rider’s ads by putting billboards in downtown, standees in shopping malls: There are many people in downtown and shopping malls, we can put billboards, standees in center positions
3 Target Audiences
Based on Customer characteristics and Buying situation segments and Puma Fast Rider’s positioning that fashion running shoes for young people, Puma decided to describe target audiences as target customer Their profile is described as:
Buyer persona Profile 1 Profile 2 Profile 3
General description Carefully Attend to | Prefer brand, consider in | appearance | mostly is a choosing and fashion | fashionista,
sneaker, focus on the —_ functional
style, usually
is an early interested in the fashion
benefits, and | majority design of consider the | adopter product, fashion design of buying to product as an collection advantage deal purpose,
want to be early adopter Customer Geographic Big cities Big cities Big cities characteristics
Demographic | 18-25 25-35 18-35
Trang 11
pumn’
Socioeconomic | Monthly Monthly Monthly income: above 5 | income: income: million VND above 8 | above 10
million million
Marital Marital status: status: single; single; do not | do not have have children | children if if married married
Family background: high- household- income Psychographic | Youthful, Youthful, Individuality,
individuality individuality, | catch stylish trending, stylish Buying Usage rate Heavy Medium Medium & situation Light Loyalty Light Medium &| Medium & Heavy Heavy Benefits Functional Functional & | Emotional
Emotional
4 Program
4.1 Creative strategy INSIGHT
Trang 12Vy puma’
Furthermore, under the pressure from family and society, Millennials and Gen Z only know how to live in a hectic life in the present and they could forget the wonderful memories of the past Sometimes those memories are the motivation for them to strive for their present and future lives BIG IDEA BAT PHONG CACH - LAT THOI GIAN KEY MESSAGE Over time, with the image of a jumping leopard with the slogan "Forever faster", besides being a sports shoe brand showing agile speed, Puma also presents the brand image as one of the most desirable sports lifestyle brands in the world Therefore, as for Millennials and Gen Z, who are embracing the retro in fashion style trend, Puma is not only a catalyst to recall wonderful memories but also a companion to help you enjoy every moment of your present life, and also as a source of motivation to create new turning points for the future
4.2 Media Strategy
CAMPAIGN FRAMEWORK
Trang 13pumn’ Phase Phase 1; Awareness Phase 2: Action Phase 3: Spread Evoke wonderful memories Capture every single moment Motivate for the future Evoke achievements in the past to attract |Increase the opportunity to reach and interact
Objective P pportunfy Spreading motivation for plan in the future
attention of the target audience with the target audience Interactive game" Ảnh thời thượng - Tận
Key hook Music Video huong cudc vui" on fanpage and virtuality | Main sponsor for the event "Color Me Run" games at the Puma's store
Billboard, social media, share of Standee, frame in the elevator, social media, Support Tactic _ Social media
influencers review of influencers,
Image 2.2 Campaign Framework
Phase 1: Evoke wonderful memories
This is the timeline, objective, and main content for phase 1 Time:
01/01/2022 - 28/02/2022 Objective:
Puma wants to evoke achievements in the past to attract the attention of the target audience Main content: Puma is a catalyst that brings back beautiful memories in each person's story Key hook: For this phase, about key hook tools, Puma will collaborate with Erik to produce a music video Collaborating with Erik at HI Entertainment, so this music video could be a viral clip for Millenials and also Gen Z
Message of music video:
The majority of people in Millennials and Gen Z need a catalyst, a source of motivation to help them strive, reach for future achievements and Puma is their companion, the jumping leopard image of Puma with its retro colors and modernity will help Puma bring out your own style and promote your hidden motivations
Content of music video:
Puma tells the story of two people representing the two generations of Millennials and Gen Z, they are both people who feel stuck in their current lives, invisible pressures