the final test report integrated marketing communication

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 g

MISNISTRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING

THE FINAL TEST REPORT INTEGRATED MARKETING COMMUNICATION

Class code: 2111702049712

Lam Man Nghi 1921001172 CLC_19DMA12 Phạm Lê Hồng Như 1921004569 CLC_19DMA12 Phan Nguyễn Hoang Thy 1921000937 CLC_19DMA12

Ho Chi Minh, 2021

TABLE OF CONTENT

89)0.⁄019)0105— 1

Explain the communication Process .ccccccccesessseesseeseeeeeeesceeeeeeeeeceaeeeaeeeaeeaeeeaeeeaeeees 1 Demonstrate the COMMUNICATION DTFOC€SS -. Ác HH HH ng ni, 2 9)0./019) 022 2 6

II Hi on 6

“ÂN 9 na 6

3 Target AUdIenCeS «00 7

cA RE od K0):4 ốc | POS 8

4.1 Creative strategy 0 8

VU / in an Ầ.Ầ.Ầ.Ố 9 4.2 Detail action plan, timeline and budget - - S55 ++<c+<<++ssseeses 20

5 Measurement and COTIEfỌ, - 5 +5 << x*2E* +3 1E 1H 11 HH HH Hit 20

TABLE OF IMAGE

Image 1.1 The communication proCess fOdel - -sss<s + *sssserseerseereersee 1 Image 1.2 Minigame Mo’ Donalds .ececcecceccecceeceeseeseeseeseesseeceeaeeeceeenseeecenaenaeeaeeeaenaees 2 Image 1.3 Game rule of Me’ Donalds 00 eeecceesceseeseeseseeseeeeeceeeeeeaeeaeeeeeeeeneaeeaeeaees 3 Image 2.1 Fast Rider in 80s (left) and Fast Rider Retro (right) . 6 Image 2.2 Campaign FraIneWOK . 5 +skkk* HH HH TH HH HH Hàn 10 Image 2.3 Fashionista Châu BÙI - 5 5< +2 +2 +3 191121123111 121 11111131 H1 13 Image 2.4 Inspirational person: Khi Änh Vyy 5225222 222x222 0,092 ð 00 0 00.0 14 Image 2.6 Model Quang TĐại - Q S- SH SS S21 T HH H111 111111111 11111111 xe 15 Image 2.7 Model Quynh Anh Syn - - 4 S2 +4 1223212 HH HH HH, 17

0, 90,0/00° 0á." 18 Image 2.9 Color Me Run CompetifIOII 5 55 S5 <4 +3 + HH HH HH, 19 Image 2.10 Action plan, timeline and budget s-cS- SH re 20

MAIN CONTENT QUESTION 1

Explain the communication process

Sender's Field of Experience Receiver's Field of Experience Source/Sender C 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

1

decoding 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

We describe the communication process of McDonald’s in Vietnam based on sales promotion in Euro 2021

McDonald'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

3

England 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:

The product award of this minigame are vouchers of Combo Europe and all dishes in

“An Sap Chau Au” menu Because this minigame is such as a lucky game, so the target audience did not commonly feedback about this game, the majority of winners had feedback about their feelings when becoming a winner of this minigame In addition, the target audience will go to the restaurant and enjoy the meals McDonald’s had

advertised on this minigame Therefore, the feedback at that time was about the rating

of the dishes

Noise:

McDonald’s had problems when communicating the game rules for target audience, so several comments did not meet the requirements of this minigame However, most of the target audience defined clearly that this minigame was a goal prediction game between the Italian team and English t

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)

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

6

Vy 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

want to be early adopter Customer Geographic Big cities Big cities Big cities characteristics

Demographic | 18-25 25-35 18-35

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

up their life But they do not know that interesting things around them that are the catalyst will help them explore more their own experience, live more devotedly to their work, and also as motivation for Millennials and Gen Z to reach further on their way

Vy 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

4.2 Media Strategy

CAMPAIGN FRAMEWORK

From the big idea and key message, we describe the IMC campaign framework of Puma based on 3 phases which start with awareness, next is action and the last is spread These phases on Puma’s IMC campaign will help the target audience follow throughout the campaign to receive the message clearly and easily For each phase, we set a name such as a main heading for the message in that phase In particular, phase 1 is that

“evoke wonderful memories”, phase 2 is that “capture every single moment’, phase 3

is that “motivate for the future’ In each phase, Puma set specific objective and communication tools which include key hook and support tactic to keep the campaign cohesive The image 1.1 indicates specifically the whole IMC campaign framework of Puma Fast Rider