About The Brand Dookki Tobokki.pdf

- We choose Dookki Tobokki because it’s one of the most popular tobokki buffet restaurant in Vietnam.. - Dookki Tobokki attract good attention of young people because buffet type has bee

HCMC UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY

PUBLIC RELATION PLAN 2022

LECTURER: MR TRAN MY HAI LOC

DOOktï: Han

lopokki { or the first meal! Fried rice for the second meal!

TABLE OF CONTENT

1 Why do we choose the brand?

- We choose Dookki Tobokki because it’s one of the most popular tobokki buffet restaurant in Vietnam

- Dookki Tobokki attract good attention of young people because buffet type has been widely circulated in Vietnam for a long time, with this type, customers after paying an amount of money, diners can enjoy a variety of dishes provided

by the restaurant and will be satisfied in the buffet

- The reasonable price, ideal location, and food preferences of teenager

- Having strong marketing systerm on social media

Conclusion: Although there are some disputations about Dookki’ service, the team still chose Dookki as a PR strategy Dookkz is still one of the popular stores with Vietnamese youth Except for some minus points, Dookki is still dominant since it’s already had the reputation, and the price is also suitable for target customers (10—-35- year-olds) In addition, Dookki still has some customers' love thanks to with good service attitude in some branches and the quality of food that meets the customers’ need Therefore, our group wants to help Dookki return to the culinary race in Vietnam with new promotions and professional programs

Dookki was establised by two Korean man: Kim Gwan-hun and Park Do- keun They spent a lot of time on tasting every famous tokbokki in Korean

“ T even traveled oversea to taste tokbokki whenever and wherever I can” — They said

Living with a big passion with tokbokki and dreaming to become tokbokki master After more 10 years, they established Dookki restaurant with the desire to serve this Korean tradional food with high quaility service and giving customers new experiences about Korean food

At this time , Dookki is a famous food brand from Korea and has been present

in many different countries In November 2018, Dookki was officially present in Vietnam Dookki brings a new breeze, is the first restaurant in Vietnam to serve buffet Tokbokki form

In the Vietnam branch, Dookki Vietnam belongs to Di Vina Service Co., Ltd The type of Tokpokki Buffet is the EXCLUSIVE COPYRIGHT CONCEPT of Korea

in Vietnam Dookki means "double meal" in Vietnamese That is, when coming here, diners in addition to eating twice as much as a regular meal, the joy is also increased

by that much

Logo of the brand

c7

7 DOOKKT tnsu‹

lobokki for the first meal! Fried rice for the second meal

e Field of business: Korean cuisine field

The most special thing at Dookki is that customers can choose and cook for themselves a topokki hot pot with more than 30 types of dips from vegetables to seafood

Ducl 130cm - Tré em / Dui 100cm - miễn phí 16 Tit ch menu dhưabao gốm thuế VAT

1300n - 22) / 100cm O18 - FE x Tithe AIMS

(GIA TREN CHUA BAO GOM VAT)

e Ifyou want more cheese, you can order more round cheese for 69,000 VND or cheese puree for 39,000 VND

@ Some other costs incurred such as: environmental fees if diners leave leftover cooked food

- Dookki's reputation and interactions

There were a lot of artists and food youtubers that invited and had some experience at Dookki The clips were also got attraction and views from everybody

Artist: Ninh Duong Lan Ngoc

+ View: 2,6tr + Like: 45.000

Artist: Quang Trung

+ View: 6,8tr

+ Like: 95.000

3 Vision and mission

- Dookki's vision:

"Topokki for the first meal! Fried rice for the second meal!" A simple but very

impressive introduction from Dookki Diners come to Dookki, enjoying a special meal

that is as complete and filling as two meals Connecting people together with the

novel topokki hot pot, Dookki always wants diners to focus all their senses and

emotions on the meal in front of them The positive energy in food will be spread and

increased exponentially at Dookki

Dookki's journey of bringing positive energy to every meal is spreading around

the world day by day More than 200 of these special "topokki hot pot shops" have

been present in many fastidious culinary markets, including two of Vietnam's

neighbors, Singapore and Malaysia In order to please the young community who are

passionate about Korean food and culture, Dookki has constantly changed, developed

and expanded to bring delicious and nutritious meals to diners

Dookki's goal:

Expanding markets and perfecting services

Dookki hopes that across the streets of this S-shaped country, when people mention the two words "rice cake" (topokki), people will know where to go to want to fully enjoy

1- Target audiences Analysis

Customer: people love traditional

Korean food Income average 3

million per month

Target customer: people aged 10—

Marital status: Unlimited

Common provinces in Viet Nam: Ho Chi Minh city, Ha Noi, Da Nang, Hai Phong, Nha Trang

Reason:

Big cities of Vietnam

Areas of dense, high demand of eating Expanding cities, vast populations, numerous of young people and teenager These locations can attack target customers and social network easily

People have a standard income

Impact of advertisements and

social network, good reviews

Different demand of eating

Price: reasonable, affordable

Food: diversity of dishes, suitable

Customers can enjoy hot pot soup according to recipe or self-creation Top popular food brand from Korea, recommendation of food reviewers and suggestion from old customers are best advantages that can attest the quality of brand

Usually have discount, voucher, promotions

+ Familiar districts with people live in their area

+ Dookki’s space is comfortable, suitable for a large group, friend meeting

Strong marketing system in sales promotion

and running advertisements

Always concentrating on the demand of

target customer:

+ Affordable price

+ Various of dishes

+ Common locations

+ Comfortable space always cleaned

Oversea expansion: Have many branches not

only in Vietnam but also in other Asia

countries: Thailand, Singapore, Malaysia,

Taiwan

Many loyal customers in Dookki

The service department have not trained carefully

The eating time 1s limited in 90 minutes It’s kind of fast food with high calories Easy to be full, quick to be satiated Dookki don’t have any delivery field

Head office support

Dookki’s marketing potential can be | Competition between Dookki and other expanded widely

Reaching to target customer easily thanks to

social network, trending and affection of

influencers, artists, hot reviewers

Dookki can have more loyal customers buffet toktokkie like spicy box, jooppi,

Controversy about service will be increased

People in the world in general and Vietnam in specific are scared of public

Covid-19 pandemic is one of the reasons to | gatherings in pandemic

improve the delivery field of Dookki Dookki's food is high 1n calories, Capacity for reaching new areas in Europe | unhealthy, not suitable for people who eat

- Expand the name “Dookki” widely

- Assert the capacity for organizing astictic programs

- Create impressive playground for target customers

- The programs also opportunities for young people can show their ability and character

- People participate in whole activities in total about 10,000

- Interact attraction from customer (~ 50,000 on fan page)

- After programs, the customers will be increased 20%

- Estimated product sold in this campaign: 80.000 combo x

139,000 VND = 11,120,000,000 VND

Achievable

necessary to have backup plans

+ Activity 1: hit the social media strongly with impressive award The exact aim of this activity is mteraction in the official page from sharing, likes, views,

+ Activity 2: Create a big playground and music festival in year The success will mark a new step forward of the brand This activity will attract young people; until the pandemic there any any big outdoor activities

- Before that, Dookki linked with many artists for some programs so it’s not difficult to contract with them to create

new programs

- Selections always under control

Retevant - The second activity is a music organizing outdoor with large

scale so there will be many risks But the pandemic has been controlled in HCM The safety and protection will also be prioritized in order to ensure the partictpants’s health

"Vime bound | 3 months (May 2022- July 2022)

4- Slogan - Key Message:

- Slogan of the program: “Sharing meals, sharing emotion”

The programs aim to create an opportunity to show their own character and creation During a long-term pandemic, there are not a lot of activities for young people in order to enjoy and have fun with their youth Dookki not only want to provide delicious food but also esteem the customer’s experience about Dookki

- Key message: “ Not only authenthic tobokki but also pleasant memories” The slogan and key message are very familiar with the vision and mission of Dookki brand and it’s totally easy to remember

The slogan and key message can show that Dookki not only a place for eating but also saving memorable moments by leisure activities

Dookki encourage people should be grateful to reality emotion and connection because it is pleasant memories

5- PR PROGRAMS:

Activity 1: Program “Dookki dance contest- Summer Rhythm”

1 Objective:

- Basis: Social network

- Purpose: Making an active, creative playground for teenagers to satisfy their passion for Dance, attract the attraction of media, give the chance to teenagers who love Dance and the largest purpose of the event is widely advertise and the brand of Dookki

The event message: “The creative youth and be yourself”

Target:

All the teenagers have a passion for Dance (age from 14 to 30)

The number of participants is about 1000 participants

Estimated product sold in this activity: (average 50 customers per day per one

branch): 50 x 60 days x 20 (branches) x 139.000 VND = 8,340,000,000 VND

(We only count 20 branches in the big cities in the PR campaign and the minimum number of visitors per day at a branch)

¢ The method : ( include your 2 Dance videos)

- Participants who want to join Dookki Dance Contest can register on Dookk1’s website (link in the post on Dookki’s fanpage)

- In the registration page will include 2 parts Vietnamese and English to be suitable for all participants Participants must fill in all of their information

on the Dookki’s application form on our website

Information on the application form includes:

- Your full name

- Date of birth

- Your hometown and address

- Phone number

- Email

+ Organizing committees required:

- Video must have a large, clear sound, a sharp image, no blur, no breakage, and post by the owner

- Post video must attach the message through video

- A valid submission includes full participant’s information, post at the right time, and use the organizing committee’s hashtag

4 Contest rounds:

¢ Qualifying round: (20/05/2022 — 27/05/2022)

After registering to join the contest on Dookki’s website, the organizing committee will send emails to participants to confirm successful registration ( within 3 days after having the official announcement about the contest on Dookki VietNam’s fanpage)

Participants make Dance videos Requirements for the Dance video in qualifying rounds “Dookki Dance Contest” include:

Y Participants will make a video (30s-1 minutes), participants must dance to the organizing committee’s soundtrack ( participants can creative Dance moves)

Participants must post their submission on your Facebook from midnight 20/05/2022 to 11:59 PM 27/05/2022 In your caption must have the full name, participant’s code, and attach the hashtag #DOOKKIVIETNAM #DANCE

of likes and shares

Scoring method: +1 share =5 points

+ | react = 1 point

In qualifying rounds, Dookki Dance Contest will have 3 first prices of the week for 3 excellent videos with the highest points 3 excellent videos will go straight to the semifinal Besides, the organizing committee will choose another

47 valid submissions which have good points to go to the semifinal

In the semifinal, participants will send their submissions to the organizing committee by email: dookkivn@gmail.com from midnight 08/06/2022 to 11:59

PM 15/06/2022 Many valid submissions will be posted by the organizing committee on fanpage of Dookki VietNam

Participants must share their submissions to their page on Facebook and attach

the hashtag #DOOKKIVIETNAM #DANCE #DOOKKICONTEST and tag

3 of their friends (within 24 hours after submissions post on the Offical Fanpage) Notice: Every participant just can share | time)

The organizing committee will choose 10 excellent videos to go to the final The scoring method ( total number of likes and shares as same as Qualifying rounds)

Submissions on the final round will be rated according to the ratio: 40% from the total number of likes and shares and 60% from examiners

The organizing committee will cancel the results immediately if participants have cheat actions like hacking likes or shares, copying ideas or submissions from other people

The organizing committee of the Dookki Dance Contest features creativity themselves and encourages participants to have Dance moves variety, (You can do if you can)

Any questions please contact us by email: dookkivn@gmail.com

Estimate cost: