Developing a marketing communication program for the apache footwear vietnam project at dbplus design and construction joint stock company

NGUYEN PHAN ANH HUY DEVELOPING A MARKETING COMMUNICATION PROGRAM FOR THE APACHE FOOTWEAR VIETNAM PROJECT AT DBPLUS DESIGN AND CONSTRUCTION JOINT STOCK COMPANY... HO CHI MINH CITY UNIVERS

Reasons for choosing the topic

In the fast-paced and competitive business landscape, effective marketing communication programs are essential for companies to strengthen and sustain their market position This is particularly true in the design and construction industry, where advancements in digital technology and social media present both new opportunities and challenges in customer engagement and relationship management Research by Kotler and Keller highlights the importance of adapting to these changes to effectively connect with clients.

(2016), marketing communication is not only about connecting businesses with customers but also about building sustainable relationships through understanding and effectively meeting customers' needs

DBPlus Design and Construction Joint Stock Company recognizes the critical role of modern marketing communication strategies in enhancing operational efficiency and market competitiveness A prime example of this is the Apache Footwear Vietnam project, which serves not only to elevate the company's brand image but also to boost business performance and distinguish it from competitors The selection of the topic "Developing a marketing communication program for the Apache Footwear Vietnam project at DBPlus Design and Construction Joint Stock Company" underscores its significance and practicality As highlighted by Belch and Belch (2017), effective marketing communication transcends mere product promotion; it involves cultivating sustainable customer relationships, understanding their needs, and devising strategies that meet and exceed their expectations.

Through the research and implementation of this marketing communication program, I aim to enhance the design and construction industry in Vietnam This endeavor will also allow me to gain valuable knowledge and practical experience, ultimately improving my professional skills and preparing me for my post-graduation career Selecting this topic combines academic rigor with significant practical value, with the aspiration of delivering tangible benefits to the industry.

2 results to DBPlus Design and Construction Joint Stock Company as well as contributing to the overall development of the design and construction industry in Vietnam.

Research objectives

The primary goal of this study is to establish a robust marketing communication program for the Apache Footwear Vietnam initiative at DBPlus Design and Construction Joint Stock Company This program seeks to elevate the company's brand image, boost business performance, and secure a competitive edge within the industry.

- Analyze the current marketing communication status of DBPlus Design and Construction Joint Stock Company, especially in projects similar to Apache Footwear Vietnam

To enhance customer engagement and interaction, it is essential to develop effective marketing communication strategies grounded in thorough market analysis, competitor assessments, and an understanding of potential customer needs By tailoring these strategies to address specific insights, businesses can significantly improve their communication efforts and foster stronger connections with their target audience.

- Establish a detailed action plan to implement marketing communication strategies for the Apache Footwear Vietnam project, including communication channels, content, implementation time and expected budget

- Evaluate the effectiveness of the marketing communication program after implementation, through key performance indicators (KPIs) such as brand awareness, customer engagement and project revenue growth.

Research object and scope

Research object

This research centers on creating a marketing communication program for the Apache Footwear Vietnam project at DBPlus Design and Construction Joint Stock Company It explores the development of effective communication strategies, the selection of appropriate channels, the creation of engaging content, and the implementation of targeted campaigns aimed at increasing brand awareness and improving business results for the project.

Research scope

Scope of the research includes:

Space: The research was conducted at DBPlus Design and Construction Joint

Stock Company, focusing on the Apache Footwear Vietnam project The research scope also includes the domestic market of Vietnam, where the company operates and implements communication strategies

Time: The research is limited to the period from April 1, 2024 to August 5, 2024, the main implementation phase of the communication plan for the project

This research aims to develop and evaluate marketing communication strategies, focusing on the creation of communication materials, selection of channels, and methods of interaction It will assess the alignment of these strategies with the company's overall branding and marketing objectives, specifically within the context of the Apache Footwear Vietnam project, while excluding broader aspects of DBPlus’s marketing operations.

Research methodology

Combination of qualitative and quantitative research methods:

To meet the research objectives, a mixed-methods approach incorporating both qualitative and quantitative research techniques will be employed This strategy facilitates the gathering and analysis of data from diverse viewpoints, ultimately leading to more accurate and trustworthy conclusions.

The article discusses the application of the Integrated Marketing Communications (IMC) model to develop a unified marketing communication strategy by combining diverse tools and channels It emphasizes the use of the AIDA model—Attention, Interest, Desire, Action—as a framework for crafting and assessing communication strategies that effectively engage the target audience and motivate their actions.

To gain a comprehensive understanding of market context and customer behavior, primary data will be collected through in-depth interviews with marketing experts, project managers, and target customers, alongside online and offline surveys to gather customer opinions Additionally, secondary data will be sourced from internal company reports, past marketing materials, and relevant literature on marketing communications and the design and construction industry.

The structure of the subject

The thesis consists of 5 chapters as follows:

Chapter 1: Literature Review: Explores key theories and models in marketing communication, focusing on IMC and its relevance to the footwear industry

Chapter 2 provides a comprehensive analysis of the Apache Footwear Vietnam project at DBPLUS Design and Construction Joint Stock Company, focusing on the company's market position, ongoing communication strategies, and the challenges encountered within the competitive footwear industry.

Chapter 3: Program Development outlines a tailored marketing communication strategy for Apache Footwear: Including objectives, target audience, and key messages

Chapter 4: Recommended Solutions: provides practical strategies to optimize the program’s implementation and address potential challenges

This study aims to develop a marketing communication program for the Apache Footwear Vietnam project at DBPlus Design and Construction Joint Stock Company It introduces DBPlus's role in the design and construction industry and examines key marketing communication theories, such as Integrated Marketing Communications (IMC) and the AIDA model Employing a mixed-methods approach, the research collects data through interviews, surveys, and document analysis The study is structured into five chapters, focusing on strategic solutions to improve brand recognition and enhance the overall success of the Apache Footwear Vietnam initiative at DBPlus.

LITERATURE REVIEW

Marketing Communication concept

1.1.1 Definition and Role of Marketing Communication

Marketing communications encompass the diverse activities a business employs to convey information about its products, services, or brand to its target audience The primary objectives include generating awareness, attracting potential customers, fostering loyalty, and driving sales (Kotler & Keller, 2016) As defined by the American Marketing Association (AMA), marketing communications extend beyond advertising to include public relations (PR), direct marketing, sales promotions, and personal selling Utilizing these various communication tools and channels in a cohesive manner ensures that the business message is delivered effectively and consistently (Belch & Belch, 2020).

Marketing communications serve as a vital strategic tool for businesses, enabling them to effectively connect with their target audience, enhance brand recognition, and boost sales By integrating various communication methods, companies can develop impactful campaigns that deliver significant value to both customers and the business itself (Aaker, 2014).

1.1.2 The Role of Marketing Communications

Marketing communications are vital for brand development, sales enhancement, and fostering lasting customer relationships They enable businesses to establish a consistent brand image and showcase their core values and commitment to customers A primary objective of these communications is to drive sales through advertising, promotions, and direct marketing, encouraging potential customers to engage with products and make informed purchase decisions Furthermore, effective marketing communications help convey the value of products and services, allowing customers to grasp the benefits they can gain from their use.

6 selling, businesses can build and maintain lasting relationships with customers This not only increases customer satisfaction and loyalty but also motivates them to become future brand advocates (Peppers & Rogers, 2017)

Effective marketing communications are essential for establishing brand identity, increasing sales, and nurturing lasting customer relationships When implemented successfully, they encourage immediate actions while also fostering long-term brand loyalty and advocacy.

Marketing communication tools

The Vietnam Advertising Ordinance (2010) defines advertising as the process of promoting products, services, or business activities to consumers via various media channels This definition encompasses both for-profit and non-profit services, with the distinction that non-profit services are intended solely for informational purposes and do not seek to generate profit for the provider.

The Vietnam Advertising Law (6/2012) defines advertising as the use of mass media to promote products, goods, or services to the public for both commercial and non-commercial purposes This advertising must adhere to specific content and format regulations, with certain exceptions for news, social policies, and personal information.

Advertising, as defined by Kotler (1995), is a non-personal communication method delivered through paid media It serves as a crucial marketing tool that enables businesses to effectively reach and influence customers with strategically crafted messages.

Tom Ducan (2003) highlighted that advertising serves as a powerful tool for delivering personal and persuasive information Companies invest in advertising to broadly promote their products or services, with the goal of influencing consumer perceptions and behaviors While advertising offers significant advantages in reaching target audiences, it also presents potential disadvantages that must be considered.

The table below summarizes popular advertising media along with the advantages and disadvantages of each type, helping businesses have a more comprehensive view when choosing the right advertising channel

Table 1 1 Advantages and disadvantages of advertising media

- Flexible in terms of coverage area

- Timely placement to align with campaign schedules

- High credibility and widely accepted by readers

- Short lifespan, few people keep old newspapers

- Print quality may be low

- High cost for extensive coverage

- Targets specific geographic and demographic segments

- Long lead time for ad placement

- Uncertain ad placement location within the magazine

- High cost for segmentation Television

- Strong impact through audio- visual combination

- Leaves a deep impression on viewers

- Very high production and broadcasting costs

- Difficult to target specific audiences

- Highly effective in busy areas

- Limited message space due to size constraints

- Effectiveness depends on the location

- Difficult to measure impact Transit

- Reaches a large audience across multiple locations

- Message can be easily overlooked due to lack of focus

- Weather conditions affect visibility Direct Mail

- Easy to track and evaluate effectiveness

- Low open and read rates

- Can be perceived as spam

- Time-consuming to execute the campaign

- Cost-effective relative to reach

- Easy to track and optimize

- Easily ignored due to ad blockers

- Easy to distribute directly to customers

- Can convey detailed information about products or services

- Ineffective if not properly distributed

(Source: Nguyen Thi Minh Hoa, 2015) d) Application in Advertising Program Management:

To effectively build and manage an advertising program, businesses must first identify their target market and understand customer motivations Utilizing Kotler's 5M model—Mission, Money, Message, Media, and Measurement—can guide crucial decisions for optimal effectiveness By strategically combining various advertising media, companies can enhance their campaigns, significantly influence customer awareness and behavior, and ultimately boost business efficiency.

Sales promotions are temporary incentives aimed at boosting the purchase or sale of products or services Typical examples of these promotions are discounts, free samples, and special offers These strategies serve as effective tools for driving sales and enhancing customer engagement.

Sales promotions can drive immediate consumer action and boost product trial rates by creating urgency and a fear of missing out (FOMO), as highlighted by Kotler and Keller (2016) in "Marketing Management." While these strategies can lead to quick sales increases, excessive use can devalue a brand, making discounts seem standard and potentially harming long-term profits and brand equity.

Research indicates that frequent promotions can cause consumers to postpone purchases until the next sale, resulting in erratic sales patterns and diminished brand loyalty To sustain brand strength and foster customer loyalty, it is essential to balance promotional strategies with effective follow-up tactics.

Public relations (PR) is a crucial marketing communication tool that helps businesses cultivate and sustain a positive public image It encompasses various activities, including article writing, event organization, and crisis management, aimed at enhancing the company's reputation According to Kotler and Keller (2016), while the value of PR may not be immediately measurable, it significantly influences long-term public perception of the brand An effective PR strategy not only aids in crisis management but also builds public trust Grunig and Hunt (1984) highlight that PR can take many forms, such as preventive and remedial PR, each designed to achieve specific goals and effectively manage public information.

Direct marketing involves businesses reaching out to potential customers directly via channels like email, text messages, or phone calls This marketing strategy aims to foster personal interactions with consumers, thereby enhancing the chances of converting them into actual customers As noted by Kotler and Keller (2016), direct marketing serves as an effective tool for engaging customers.

Personalizing messages and tailoring offers to meet customer needs can significantly enhance brand loyalty According to research by Peppers and Rogers (1993), direct marketing fosters stronger relationships between brands and customers by delivering highly personalized shopping experiences.

Event marketing involves businesses organizing or sponsoring events to promote their brands and products, such as product launches, seminars, and cultural programs This strategy enhances brand awareness and fosters direct customer interaction According to Kotler and Keller (2016), event marketing effectively builds brand image and generates positive customer experiences Additionally, Crowther (2011) highlights that successful events can create a "Ripple effect," influencing not only attendees but also extending their impact to the broader community through media and social networks.

Marketing Communications Program Development Process

Developing a marketing communications program involves a systematic series of steps designed to create a cohesive and effective communication strategy that aligns with business objectives Key steps in this process include thorough market research, defining target audiences, establishing clear messaging, selecting appropriate communication channels, and measuring the effectiveness of the campaign By following these steps, businesses can ensure that their marketing efforts are consistent and impactful.

Step 1: Identify the target audience

Step 3: Design the communication message

Step 4: Select the marketing communication channels

Step 5: Determine the communication budget

Step 6: Decide on the marketing communication tools

Step 7: Measure the communication outcomes

Identifying the right target audience is crucial for effective communication programs, as it allows for the creation of tailored messages that resonate with specific demographics Research by Kotler & Keller (2016) indicates that accurately pinpointing the target audience can boost campaign effectiveness by up to 50% To achieve this, utilize tools like surveys, customer data analysis, and in-depth interviews to gather insights on age, gender, interests, and shopping behaviors By segmenting the market and selecting the most suitable segment for your campaign goals, you can optimize your budget and resources, focusing on the customer group with the highest response rate, ultimately enhancing conversion rates and overall campaign success.

Communication objectives are essential goals set within a communication program, aimed at achieving specific outcomes such as building brand image, enhancing brand value, and increasing customer awareness of products or services They also play a crucial role in informing audiences about promotional activities and introducing new products along with their benefits Furthermore, these objectives are vital for addressing and correcting any misconceptions or misunderstandings related to a company or its offerings.

Establishing clear communication objectives is essential for accurately measuring the effectiveness of your communication program This measurement serves as a vital framework to evaluate whether your communication efforts are aligned with the intended outcomes.

Marketers need to recognize the various stages of the buyer's journey, including awareness, interest, and decision-making By understanding whether customers are just becoming aware of a brand, expressing curiosity, or actively considering a purchase, marketers can tailor their strategies effectively This insight is crucial for optimizing engagement and driving conversions.

12 in tailoring the communication strategy to effectively move customers through the journey

Marketers frequently utilize models like AIDA (Attention, Interest, Desire, Action) and other acceptance frameworks to map the customer journey through stages of recognition, consideration, and decision-making These models aid in defining communication objectives, ensuring that every phase of the customer experience is effectively targeted, ultimately driving towards successful purchases and fostering brand loyalty.

Once marketers have analyzed the target audience's response, the next crucial step is to craft a communication message This message must effectively answer three key questions: What is the core message? What is the best way to convey it? And who will deliver this message?

A successful content strategy must align with the brand's positioning, highlighting its unique strengths and differentiators in the marketplace Key elements of the messaging should include the product's core value, the benefits for customers, and the brand values the business aims to communicate Research from the Journal of Marketing indicates that messages focusing on emotional value are particularly effective in forging strong customer connections and enhancing brand recognition (Smith, 2019).

A successful creative strategy emphasizes not only the importance of content but also the delivery of the message Key decisions regarding imagery, language, and context significantly influence customer engagement and impression Messages that are visually striking, easily comprehensible, and aligned with the target audience's lifestyle are more effective in driving purchases Research from Harvard Business Review indicates that emotionally charged images enhance recall and encourage buying behavior.

Spokesperson (Who Says It?): The credibility of the person delivering the message plays an important role in persuading customers This goes beyond choosing

Building a trustworthy brand image involves leveraging reputable spokespeople to enhance credibility A study published in Public Relations Review highlights that messages conveyed by skilled or well-known individuals significantly boost trust and encourage customer engagement (Brown, 2018).

In today's saturated marketplace, where consumers encounter numerous messages across various channels, establishing a clear, consistent, and memorable communication strategy is crucial By addressing three key questions, businesses can differentiate themselves in a competitive landscape, foster meaningful connections with their customers, and ultimately reach their business objectives.

1.3.4 Select the marketing communication channels

Personal communication involves direct exchanges of information between individuals, often facilitated through conversations, phone calls, or emails It plays a crucial role in personal marketing, encompassing strategies like direct marketing, interactive marketing, word of mouth, and direct selling This approach is particularly effective in fields such as legal services, accounting, healthcare, insurance, and financial consulting For instance, a study in the Journal of Personal Selling & Sales Management revealed that face-to-face financial advice significantly enhances customer trust and improves deal closure rates (Anderson, 2019) Additionally, word of mouth is recognized as a powerful personal marketing tool, as it conveys information in a more genuine and trustworthy manner compared to traditional advertising methods (Brown, 2020).

Selecting a personalized communication channel enables businesses to engage customers more profoundly, particularly in trust-sensitive sectors like healthcare, insurance, and financial consulting This approach not only enhances the relationship between businesses and their clients but also fosters long-term value for both parties involved.

Integrated marketing communications (IMC) is a crucial strategy in contemporary marketing that ensures all promotional messages and activities are cohesively aligned This approach enhances consistency and effectiveness in communicating with target customers, ultimately driving better engagement and results.

The American Association of Advertising Agencies (4As) defined Integrated Marketing Communications (IMC) as a strategic approach that aligns various marketing activities to enhance business communication IMC serves as a powerful tool for businesses, enabling them to effectively combine different communication forms, ensuring a unified and consistent message across all channels to achieve their communication goals.

Theoretical Model for Research Foundation

The AIDA model is a classic marketing communication framework that aids businesses in comprehending the consumer's decision-making process By analyzing each stage—Attention, Interest, Desire, and Action—companies can develop targeted communication strategies that effectively engage customers throughout their purchasing journey.

Figure 1 1 AIDA marketing communication model

To effectively capture your audience's attention, it's crucial to stand out in today's information-saturated world Utilize various techniques such as compelling comparisons, creative language, and strategic repetition to spark interest and curiosity among your target audience.

To sustain audience attention, it is crucial to cultivate their interest by delivering valuable and engaging information This stage demands thorough research to grasp the audience's needs and desires, enabling the communication of relevant and appealing messages.

Desire: At this stage, it is necessary to awaken the desire in the hearts of customers Once you have captured their interest, you need to convert that interest into

18 a real desire, urging them to want the product or service you offer This can be achieved by highlighting the benefits they will receive

To effectively guide your audience to the desired action, it is essential to establish a strong foundation through the initial three steps, which build interest, desire, and engagement Once these elements are firmly in place, you can seamlessly encourage your audience to take specific actions, such as agreeing to a proposal, purchasing a product, or utilizing your services Understanding the Integrated Marketing Communications (IMC) model can further enhance this process by ensuring a cohesive strategy across various marketing channels.

Integrated Marketing Communications (IMC) is a strategic framework that harmonizes various marketing communication tools to convey a unified and clear message to target audiences By ensuring that all communication activities—ranging from advertising and public relations to direct marketing—are aligned and mutually reinforcing, IMC significantly boosts the overall effectiveness of marketing campaigns.

The concept of Integrated Marketing Communication (IMC) emerged in the late 1980s when businesses recognized the ineffectiveness of using isolated communication tools, which often resulted in inconsistent messaging Researchers like Schultz and Kitchen (2000) highlighted that IMC is more than just a mix of communication tools; it involves a comprehensive process that includes planning, implementation, and evaluation of communication effectiveness According to Kitchen and Schultz (2001), companies that adopt IMC strategies experience significant improvements in brand recognition and customer loyalty compared to those that do not An effective IMC strategy not only optimizes resources and minimizes waste but also creates a more substantial impact on the target market.

1.4.2.2 Steps to Implement the IMC Model

The IMC model includes the following main implementation steps:

To ensure alignment with the marketing strategy, the initial step involves a thorough evaluation and analysis of the overall marketing plan This review is crucial for confirming that all communication activities are consistent with and supportive of the business's overarching goals.

Analyze influencing factors: Businesses need to analyze internal and external factors that affect the marketing communication program, including SWOT analysis to identify strengths, weaknesses, opportunities and challenges

Analyze the communication process: This analysis helps businesses understand how the message will be conveyed through different communication channels, thereby adjusting the strategy to ensure effectiveness and consistency

Determine the budget: After having an overview of the communication plan and process, businesses need to determine and allocate the budget for communication activities to optimize cost efficiency

Creating an integrated marketing communications program is crucial for businesses, as it involves designing and executing communication campaigns across various channels, including advertising, direct marketing, interactive marketing, promotions, public relations, and personal selling Each channel should have distinct objectives and tailored messages, yet all must maintain consistency and reinforce one another to achieve overall effectiveness.

Monitoring, evaluating and controlling: After implementation, businesses need to continuously monitor and evaluate the effectiveness of communication activities, thereby making necessary adjustments to improve campaign effectiveness

Research by Reid, Luxton, and Mavondo (2005) highlights that implementing the Integrated Marketing Communications (IMC) model enhances brand visibility while fostering stronger connections among communication channels, ultimately leading to improved customer engagement and higher conversion rates.

Interior Design and Construction, Interior Design and Construction Market

1.5.1 Concept of Interior Design and Construction

Interior design and construction are essential for developing quality living and working environments that balance aesthetics and functionality Interior design focuses on the arrangement of space, objects, colors, and lighting to enhance usability and comfort In contrast, interior construction involves executing design concepts through the careful construction and installation of elements according to specific plans and technical standards.

(1992), interior space has a strong influence on human behavior, including customers

20 and employees, in environments such as offices, retail stores, and living spaces Therefore, interior design and construction can directly impact work performance, customer experience and user satisfaction

1.5.2 Interior Design and Construction Market

The interior design and construction market has experienced significant growth in recent years, particularly in urban areas This surge is driven by a rising demand for modern, comfortable, and personalized living spaces, prompting the industry to evolve continuously to satisfy the varied needs of customers.

Some of the major trends in the interior design and construction market today include:

The rising awareness of environmental protection has fueled the trend of green interior design, which emphasizes the use of eco-friendly materials and energy optimization As highlighted in the 2020 report by the Global Sustainable Investment Alliance, green design has emerged as a crucial element influencing customers' purchasing choices.

Customers are increasingly seeking to express their personal style in their living spaces, driving the demand for custom design services These services allow individuals to actively participate in the design process, ensuring that their homes reflect their unique needs and preferences.

The advancement of technology, particularly through 3D design software and virtual reality (VR), has transformed interior design and construction This innovation allows clients to virtually experience their living spaces before construction begins, enhancing satisfaction and reducing risks throughout the implementation process.

The interior design and construction market is increasingly competitive, with numerous large and small companies vying for attention Businesses differentiate themselves not only through pricing but also by emphasizing service quality, innovative design, and strong brand reputation In particular, price competition remains a crucial element in the furniture market.

Small businesses can effectively compete with larger companies by providing affordable furniture solutions due to their flexibility and ability to minimize costs Quality service plays a crucial role in building and retaining a loyal customer base, emphasizing the importance of prompt responses, professionalism during the construction process, and offering product warranties post-completion Additionally, creativity in design is a vital differentiator for furniture businesses, as those that generate unique design concepts aligned with current customer trends and preferences gain a significant competitive edge.

ANALYSIS OF THE CURRENT SITUATION OF THE APACHE

Introduction to DBPLUS Design and Construction Joint Stock Company

• Company name: DBPLUS design and construction joint stock company

• Trade name: DBPLUS construction and design JSC

• Type of business: Foreign limited liability company

• Manifesto: DBPlus - to build a better life

• General Director: Mr Trinh Minh Nhat

• Field of activity: Interior design and construction, construction of houses and buildings, installation of electrical systems, water supply and drainage, completion of construction works, furniture wholesale, design consulting

• Operational status: Active (issued with Business Registration Certificate)

• Initial charter capital: 36,000,000,000 VND (36 billion Vietnam Dong)

DBHomes Furniture Joint Stock Company:

Founded in 2006, our expertise lies in residential interior design and construction We are located at No 02.04, The Sun Avenue Building, 2nd Floor, Tower S1, No 28 Mai Chi Tho, An Phu Ward, Thu Duc City, Ho Chi Minh City, Vietnam.

Established in 2015, in the field of furniture processing and manufacturing Address at 1137A Nguyen Xien, Long Binh Ward, Thu Duc City, Ho Chi Minh City, Vietnam

• Website: https://dbplus.com.vn/

• Offices: Apartment No 02.03, The Sun Avenue Building, 2nd Floor, Tower S1,

No 28 Mai Chi Tho, An Phu Ward, Thu Duc City, Ho Chi Minh City, Vietnam

Figure 2 1 Logo of DBPlus company

(Source: DBPLUS constuction and design joint stock company)

DBPlus Design and Construction Joint Stock Company specializes in interior design and construction, focusing on residential and commercial projects, particularly office and hotel interiors Catering to both B2C and B2B clients, DBPlus boasts a team of experienced professionals dedicated to delivering high-quality, effective, and reliable design and construction solutions.

DBPLUS is a leading company in Vietnam's interior design and construction industry, offering customized services to a variety of customer segments For the consumer market (B2C), DBPLUS specializes in residential interior design and construction, showcasing styles such as Wabisabi, Modern, and Indochine In the business sector (B2B), DBPLUS provides advanced design solutions aimed at optimizing workspaces and enhancing efficiency, featuring elements like open layouts, modern meeting areas, and personalized workspaces.

2.1.2.2 Mission, Vision and Core Value

As a premier design and construction company in Vietnam, we are dedicated to earning the trust of our customers and partners Our focus is on delivering innovative and efficient design and construction solutions that enhance quality of life and foster an ideal living environment for the community.

Providing professional and reputable design and construction services, meeting the diverse needs of customers DBPlus is always a pioneer in applying advanced

24 science and technology, constantly improving service quality to bring customers the best products and services

DBplus is dedicated to fostering honesty, integrity, and transparency in all its operations, ensuring fairness and respect for every stakeholder, including customers, employees, partners, and the community For DBplus, integrity serves as the cornerstone of trust and is essential for building long-term relationships.

Creativity: DBplus always encourages the spirit of creativity and innovation in all fields, constantly searching for new, effective and optimal solutions to meet customer needs

DBplus emphasizes the importance of self-leadership and personal responsibility among its employees The company fosters an environment that encourages individuals to unlock their potential and make informed decisions in their roles This focus on self-leadership contributes to the development of a dynamic and efficient workforce at DBplus.

DBplus is dedicated to upholding its responsibilities to customers, employees, partners, and the community, ensuring high service quality, labor safety, and environmental protection This strong sense of responsibility not only enhances DBplus's reputation but also contributes to the development of a sustainable brand.

Customer-oriented: DBplus always puts customers at the center of all activities, will always listen to customer needs and provide the most suitable solutions

DBPlus is dedicated to continuous self-improvement and professional development, fostering creativity and responsibility among its staff Prioritizing customer satisfaction, the company consistently enhances service quality to optimize the customer experience With the ambition to become Vietnam's leading design and construction firm, DBPlus focuses on delivering innovative and effective solutions that contribute positively to the community's well-being.

2.1.2.3 History of formation and development process

Since its inception in 2006, alongside the founding of DBHomes, a company focused on house and apartment design, the concept of DBPlus emerged with the ambition of becoming a premier player in the interior design industry.

To establish a strong foundation for the DBPlus brand in large-scale architecture projects, it's essential to conduct thorough market research, stay updated on design trends, and present drafts and design proposals to potential partners.

Founded in 2006 alongside DBHomes, a company focused on house and apartment design, DBPlus emerged with the ambition to lead in interior design and architecture for large-scale projects The initial phase involved extensive market research and staying updated on design trends, which facilitated the development of drafts and proposals for potential partners, laying the groundwork for the DBPlus brand.

From 2011 to 2015, the company evolved significantly, officially registering its business and establishing a systematic framework for long-term growth During this period, it focused on developing human resources and began undertaking design and construction projects for small businesses and agencies, which helped to enhance its reputation in the office interior design market Additionally, the company expanded into retail interior design and collaborated with Module member companies to create distinctive modular furniture, thereby gaining a competitive edge.

Since 2019, DBPlus has successfully expanded into restaurant and hotel design and construction, establishing a comprehensive project implementation process that encompasses every stage from initial proposal to planning, acceptance, and handover The company has developed an innovative project management software to enhance project oversight, allowing clients to track their investments effectively This strategic advancement has enabled DBPlus to achieve significant milestones with notable clients such as Tiki, Coca-Cola, Savico, and Apache Through continuous improvement and experience, DBPlus aims to diversify its services and deliver strategic design solutions that cater to all client needs, while also offering design consulting to optimize space utilization.

Figure 2 2 Project of DBPlus design and construction company

(Source: DBPLUS constuction and design joint stock company)

2.1.3 Organizational structure and human resource

DBPlus has a scientifically structured organizational framework tailored to its scale and industry, enabling Directors and Managers to efficiently oversee operations at all levels Each department has defined roles, responsibilities, and authority, ensuring professional and effective execution of tasks Close coordination among departments fosters collaboration and support throughout the operational process This interconnected approach creates a dynamic and efficient work environment, prioritizing high-quality service and timely delivery for customers.

Figure 2 3 Organizational structure of DBPlus company

(Source: DBPLUS constuction and design joint stock company)

The CEO, as a key figure in top management, is tasked with proposing and deciding on the company's overall strategies, setting business goals, and guiding the company's direction while overseeing daily operations Their primary role involves developing and implementing both long-term and short-term strategies, planning business activities across various design segments to meet established objectives Additionally, the CEO manages and optimizes the company's resources, including finance and human resources, ensuring the efficiency and effectiveness of different departments and teams They represent DBPlus in negotiations with partners, government agencies, and other stakeholders, while ensuring compliance with legal regulations and ethical standards Furthermore, the CEO monitors and evaluates personnel performance, taking necessary actions to foster improvement and development within the organization.

Overview of the Office Interior Design and Construction Market in Vietnam

The office interior design and construction market in Vietnam has witnessed significant growth over the past decade, fueled by rapid economic expansion and

Vietnam's construction sector has experienced a significant boost in foreign direct investment (FDI), growing at an average rate of 10% annually from 2015 to 2023, as reported by the Ministry of Construction This growth is primarily driven by the increasing demand for modern office spaces that cater to the evolving requirements of businesses, particularly in major urban centers like Hanoi, Ho Chi Minh City, and Da Nang.

The office interior design industry has experienced consistent market growth, emphasizing the significance of investing in premium office furniture to attract and retain talent while strengthening corporate branding.

Year Market value (VND billion)

(Source: Vietnam Ministry of Construction 2023)

The office interior design and construction market in Vietnam is experiencing rapid growth, fueled by significant economic development and urbanization As Vietnam's GDP continues to surpass that of its regional counterparts, businesses are expanding, and new companies are emerging, resulting in an increased demand for well-designed office spaces.

The rising influx of foreign direct investment (FDI), particularly from multinational corporations, has significantly heightened the demand for work environments that meet international standards These corporations typically seek high-quality, tailored interior designs to enhance their operational spaces.

34 reflect their global brands while also being compatible with local cultures (Phan, 2022)

Vietnam is embracing the global trend of flexible, collaborative work environments, with companies investing more in open offices, co-working spaces, and technology-integrated settings to boost employee productivity and satisfaction (Nguyen, 2020).

Supportive government policies, such as the Vietnam Urban Development Strategy 2021-2030, have significantly contributed to the expansion of the office interior design market by modernizing urban areas and indirectly increasing the demand for contemporary office furniture (Vietnam Ministry of Construction, 2023).

The office interior design market in Vietnam is diverse, segmented by service type, customer industry, and geographic location It encompasses design service providers, turnkey solution companies that handle everything from design to construction, and consulting firms focused on office layout, ergonomic design, and sustainable practices.

The technology and IT sectors drive the demand for innovative and adaptable office designs, whereas the financial services industry focuses on upscale, secure, and refined interiors Geographically, major cities like Ho Chi Minh City, Hanoi, and Da Nang serve as key centers for office interior design projects, attributed to the presence of numerous corporate headquarters and international businesses in these locations (Tran, 2022).

In today's competitive market, innovation and technology play a crucial role, with companies utilizing tools like 3D simulation, virtual reality (VR), and Building Information Modeling (BIM) to gain an edge Success is also driven by the ability to offer customized solutions tailored to the specific needs of clients, particularly in sectors such as IT and finance, which enhances the likelihood of securing large contracts Additionally, as environmental awareness rises, businesses that incorporate sustainable materials and energy-efficient designs are becoming increasingly preferred by consumers (Le & Hoang, 2021).

The Vietnamese market presents numerous growth opportunities; however, companies must navigate significant challenges Rising costs of raw materials and labor are squeezing profit margins, while a complicated legal landscape poses difficulties, particularly for foreign entrants Additionally, as clients become increasingly sophisticated, they are demanding higher quality and more innovative designs, which places immense pressure on design firms to continuously innovate (Vietnam Ministry of Construction, 2023).

In the post-pandemic landscape, there are substantial opportunities for growth by expanding into secondary cities and emphasizing health and wellness in office design The heightened focus on well-being has opened new avenues for firms that successfully integrate these elements into their projects Additionally, embracing digital transformation can streamline design processes, improve client communication, and reduce project timelines, providing a competitive edge in the market (Pham, 2021).

The office interior design and construction market in Vietnam is expected to experience significant growth over the next decade As businesses embrace new working methods and focus on fostering collaborative, creative, and wellness-oriented environments, the demand for innovative and functional office spaces remains robust Companies such as DBPLUS are at the forefront of these trends and are strategically positioned to leverage the opportunities within this expanding market.

Analysis of the current situation of the Apache Footwear project

2.3.1 Project objectives and business strategy

Apache Footwear Vietnam is launching an R&D Center as part of its long-term strategy to reinforce its leadership in the footwear manufacturing sector and enhance its partnership with Adidas, a collaboration spanning over 30 years This initiative aims to establish a modern, multifunctional workspace that fosters creativity and maximizes employee productivity DBPLUS has been selected as the interior design and construction partner for this project.

36 of realizing this vision through the creation of an office space and research center that is bold and innovative

The project’s business strategy focuses on building facilities that foster long-term value for Apache Footwear by enhancing the working environment and promoting creativity and sustainability By creating an inspiring and supportive workspace, Apache aims to retain talent and boost its competitiveness in the global market.

In this project, the target customers include two main groups:

Apache Footwear prioritizes the needs and preferences of its employees and managers in designing office spaces and research centers, aiming to foster a comfortable, creative, and productive working environment.

Adidas serves as a vital strategic partner for Apache, playing a crucial role in the design and implementation of projects Establishing a modern research and development center will enhance Adidas' confidence in Apache, fostering a sustainable cooperative relationship Additionally, DBPlus prioritizes B2B customers by focusing on building trust and brand value to facilitate partnerships with other businesses Conducting a SWOT analysis will help identify strengths, weaknesses, opportunities, and challenges in this collaborative effort.

Apache Footwear has enjoyed a strategic partnership with Adidas for over 30 years, providing significant advantages in resource and technology support This long-standing collaboration not only establishes a strong foundation for project development but also boosts Apache's credibility and reputation within the global footwear industry.

DBPLUS boasts over 15 years of expertise in interior design and construction, specializing in commercial and office projects With a skilled team of architects, DBPLUS has successfully executed numerous large-scale projects, showcasing their exceptional design and construction capabilities.

DBPLUS, owner of a 150 m² interior workshop in Thu Duc, collaborates with notable partners like Sunlife, KBTG, and Apache Footwear to enhance production and construction processes This capability not only guarantees project quality and timelines but also allows for design adjustments based on customer needs As a significant player in the sports industry, Apache provides DBPLUS with opportunities to showcase its expertise and strengthen its reputation With a focus on creativity and flexibility in interior design, DBPLUS excels in crafting unique and effective workspaces that cater to customer demands.

The Apache Footwear project is poised for success, backed by strong support from Adidas and DBPLUS's exceptional design and construction expertise This collaboration not only reinforces DBPLUS's reputation in the interior design sector but also fosters trust with strategic partners, promoting sustainable development for both entities.

Apache Footwear's reliance on the global footwear market, particularly on key partners like Adidas, exposes the company to substantial risks amid market volatility Fluctuations in consumer demand, shifting fashion trends, and global economic events can significantly affect Apache's operations Consequently, navigating these challenges is crucial for the company to achieve stability and growth in an unpredictable business landscape.

Establishing a cutting-edge Research and Development (R&D) center demands significant financial, infrastructural, and human resource investments, making innovation both time-consuming and expensive Additionally, the lengthy implementation process can delay tangible results, while the fast-paced evolution of markets and competitors intensifies the urgency for quick outcomes.

The construction and interior industry in Vietnam is experiencing robust growth, resulting in intense competition among key players like ADP, DPLUS, and China State Construction Despite DBPLUS's capabilities and experience, it encounters significant pressure from formidable rivals, necessitating ongoing improvements and enhancements in service quality to sustain its competitive edge.

Dependence on partners: DBPLUS depends heavily on partners such as Apache

To ensure stable workload and revenue, it is crucial for DBPLUS to maintain sustainable partnerships and diversify its collaborations Dependence on a single partner poses significant risks, as any changes in the relationship or the partner's needs can adversely impact the company's cash flow and long-term development plans Therefore, actively seeking opportunities to expand cooperation with various partners is essential for mitigating these risks and fostering growth.

DBPLUS and Apache Footwear, despite their strong fundamentals, encounter significant challenges that require careful management for sustainable growth and future success To navigate these obstacles effectively, it is essential to mitigate risks and maintain flexibility in their business strategies.

Modern workspace design trends emphasize the importance of creative and multifunctional environments for global companies This presents a significant opportunity for DBPLUS and Apache Footwear to lead the way in Vietnam By developing inspiring and efficient workspaces, DBPLUS not only addresses current market demands but also enhances the brand value and reputation of both companies among partners and customers.

High-quality labor market: Building an attractive working environment can help

Apache Footwear is dedicated to attracting and retaining top talent in a competitive job market For DBPLUS, this involves crafting aesthetically pleasing office interior designs that foster employee creativity and development, ultimately boosting the company's reputation for delivering comprehensive solutions to clients.

DEVELOPING THE MARKETING COMMUNICATION PROGRAM

Objectives of the Marketing Communication Program

The marketing communication program for the Apache Footwear R&D Center project in Vietnam aims to enhance brand awareness and establish a strong brand image for Apache Footwear and DBPLUS in office interior design and construction This initiative focuses on promoting innovation and creativity in workplace design, highlighting both brands' dedication to fostering environments that support employee growth and creativity.

Brand Recognition: Establish and solidify Apache Footwear’s position as a leader in the footwear industry while simultaneously enhancing DBPLUS’s reputation in office interior design

Talent Attraction: Craft an image of an inspiring and supportive workplace where employees can realize their full potential, thereby attracting and retaining top talent in the industry

Partnership Building: Strengthen relationships with existing strategic partners and engage with potential partners, expanding the network for future collaborations

The program emphasizes brand development and enhancing customer relationships through effective branding strategies and customer relationship management techniques Its primary objective is to build trust and facilitate clear communication with customers, which in turn boosts satisfaction and loyalty.

A compelling brand narrative is essential for resonating emotionally with customers, focusing on creativity, excellence, and a customer-centric approach to boost brand recognition "DB Creative Interior" within DBPLUS embodies agility, intelligence, human-centered design, seamless service, modernity, and technological innovation, all grounded in sustainability These core values create a strong brand story that fosters deep connections with customers, positioning DBPLUS as a trusted partner in their quest for exceptional workspaces.

Identifying the Target Audience

To effectively develop the marketing communication program for the Apache Footwear R&D Center project, it is crucial to clearly identify and understand the target audience This approach allows for tailored communication strategies that address the specific needs and interests of each segment The program's target audience is categorized into two main groups: Industry Partners and Potential Clients.

Table 3 1 Target audience of DBPlus company Segment Description Needs/Interests Businesses

Companies within the construction, design, and material supply sectors

Collaboration opportunities, B2B services, reliable partners

Businesses needing interior design and construction, especially in hospitality, retail, and offices.New businesses or those undergoing renovations

Customized design solutions, efficient space utilization, modern and sustainable materials

(Source: DBPLUS constuction and design joint stock company)

Industry Partners encompass companies in the construction, design, and material supply sectors, providing valuable collaboration opportunities with DBPLUS These businesses can engage in various projects, fostering B2B services and partnerships that enhance mutual growth and innovation.

Needs/Interests: Industry Partners are primarily interested in collaboration opportunities, reliable partnerships, and access to comprehensive B2B services They

44 seek partners who can provide consistent and high-quality resources to support their projects

The main goal of collaborating with Industry Partners is to build enduring operational relationships that guarantee a consistent supply of high-quality resources and foster extensive collaboration DBPLUS seeks to establish itself as a dependable and innovative partner, equipped to address the intricate design and construction needs of its industry collaborators.

To enhance DBPLUS's visibility and industry presence, leverage professional networking platforms to engage with key stakeholders Actively participate in industry meetings, conferences, and exhibitions to demonstrate DBPLUS’s capabilities and successes Additionally, implement targeted business-to-business promotional strategies that highlight DBPLUS's unique ability to meet varied project design and construction requirements.

Potential clients for interior design and construction services include businesses from diverse sectors, such as hospitality, retail, and office environments This market primarily targets companies that are either newly established or in the process of renovations, seeking professional expertise to enhance their spaces.

Needs/Interests: Potential Clients are looking for customized design solutions that efficiently utilize space, incorporate modern and sustainable materials, and meet both practical and aesthetic needs

DBPLUS aims to provide potential clients with strategic and customized design solutions that cater to the unique functional and aesthetic needs of their industries Our goal is to deliver tailored design and construction services that surpass client expectations, enhancing satisfaction and fostering lasting relationships.

A robust media and communication strategy involves showcasing successful case studies and testimonials from comparable projects to establish credibility and demonstrate expertise By utilizing targeted online and offline advertising, businesses can effectively reach specific client segments in the hospitality, retail, and office sectors Additionally, personalized outreach through direct mail campaigns and follow-up meetings allows for the presentation of tailored proposals and solutions that cater to each client's unique needs.

Developing the Communication Message

In developing a marketing communication program for the Apache Footwear Vietnam Research and Development Center, crafting a clear and consistent communication message is crucial for campaign success This message must effectively convey the core values and mission of both Apache Footwear and DBPLUS, fostering a strong emotional connection with the target audience The theme "Reborn Legend" embodies the essence of revitalizing the Apache spirit.

Figure 3 1 Inspiration from the APACHE tribe

(Source: DBPLUS constuction and design joint stock company)

"Reborn Legend" embodies the fusion of the Apache tribe's rich cultural heritage with innovative workspace design Apache Footwear Vietnam reflects the tribe's values of solidarity, courage, and endurance in every facet of its operations Since its establishment in 1991, the name "Apache" has symbolized beauty, victory, and hope, representing the legacy the company has cultivated through challenging times Partnering with DBPLUS, Apache has inspired the creation of a state-of-the-art R&D Center, where every detail contributes to a visionary workspace that honors this legendary spirit.

The design of our workspace embodies the spirit of Apache, fostering an environment that nurtures both the intellect and creativity of every individual By "Going Beyond the Office," we create a setting that transcends traditional workplaces, transforming it into a space that inspires growth and collaboration.

Figure 3 2 Apache Footwear Vietnam Office

(Source: DBPLUS constuction and design joint stock company)

The message "Going Beyond the Office" highlights DBPLUS and Apache Footwear's dedication to transforming the workplace into a vibrant living space where individuals can thrive and find joy in their daily tasks By collaborating with DBPLUS, Apache Footwear Vietnam aims to design a workspace that embodies a legendary spirit while prioritizing human experience DBPLUS's mission is to develop a modern, multifunctional environment that fosters employee potential and reflects the company's care and respect They believe that an ideal workspace should not only fulfill work-related needs but also inspire comfort, motivation, and enhanced quality of life, ultimately boosting work efficiency and creating a strong emotional connection with customers.

Create a brand story, create an emotional connection with customers Another important element in the communication message of this project is the construction of a

Apache Footwear and DBPLUS embody the philosophy of “Beyond the Office – More Than Just a Workplace,” emphasizing a commitment to innovation and customer value DBPLUS, known for its “DB Creative Interior” identity, stands out with attributes like agility, human-centered design, and advanced technology, all underpinned by sustainability This approach fosters deep, trusting relationships with customers, enhancing loyalty The marketing communication for the Apache Footwear project revolves around the themes “Reborn legend” and “Going beyond the office,” aiming to create an emotional connection with customers while building a strong brand image Together, DBPLUS and Apache Footwear strive to provide inspiring, modern workspaces that empower individuals to recognize their worth and reach their full potential.

3.4 Choosing the Appropriate Communication Channels

DBPLUS showcases images and details of the Apache Footwear Vietnam project on its website, playing a crucial role in its Digital Marketing strategy This initiative effectively introduces the project to the public, partners, and potential customers, enhancing visibility and engagement.

Figure 3 3 Apache Footwear Vietnam project website interface

(Source: DBPLUS constuction and design joint stock company)

The image of the Apache Footwear Vietnam project posted on DBPLUS's website is a testament to the professional and effective digital communication strategy

This image showcases DBPLUS's innovative design and construction expertise, highlighting the company's strong presence in the office furniture sector It effectively communicates key project details, including the project name, scope of work, and location, enabling viewers to easily understand the project's main features.

The article emphasizes the importance of detailed descriptive text accompanying images, which aids viewers in understanding the project's objectives, such as fostering an inspiring work environment and enhancing employee creativity and performance Incorporating links to other DBPLUS projects is a strategic move to keep users engaged on the site, ultimately boosting interaction and conversion rates The visual appeal is meticulously crafted, featuring a harmonious blend of light, color, and architectural elements that create a professional atmosphere Additionally, the well-structured text enhances readability and enriches the overall user experience on the website.

This image serves as a vital communication tool and plays a crucial role in enhancing the DBPLUS brand by showcasing the company's professionalism, creativity, and dedication to quality and customer satisfaction.

The blog post "DBPLUS: Contributing to the Evolution of Industrial Park Office Design" plays a crucial role in DBPLUS's Digital Marketing strategy by showcasing the company's expertise in interior design and construction Through the use of high-quality images and comprehensive content, the article enhances DBPLUS's professional brand image and solidifies its position within the industry.

Figure 3 4 Apache Footwear Vietnam - Modern Office Space by DBPLUS

The blog "DBPLUS: Contributing to the Evolution of Industrial Park Office Design" showcases how DBPLUS utilizes digital content to enhance its brand and highlight exceptional projects It emphasizes the company's significant role in advancing office design within industrial parks, reinforcing its industry standing The featured image of the Apache project highlights a modern and innovative interior, showcasing the meticulous design that meets stringent customer requirements.

The article features a well-organized layout with clear titles, enabling readers to easily understand the main content Additionally, a list of related articles is conveniently positioned on the right side of the screen, encouraging exploration of other DBPLUS projects This strategic content selection and presentation not only enhances reader engagement but also promotes longer page visits and increased interaction with the company's offerings.

This blog post enhances brand recognition and builds trust with potential customers and partners through effective communication By combining in-depth content with high-quality images, it increases the likelihood of converting potential customers into actual buyers Overall, the article showcases DBPLUS' professionalism and effective communication strategy in strengthening its brand image.

Regular posts on platforms like Facebook, showcasing the various stages of the design and construction process, updates and news Use hashtags and SEO strategies to improve visibility and engagement

Figure 3 5 Content of the Apache project on the Facebook platform

(Source: DBPLUS constuction and design joint stock company)

The article announces the successful completion of the first phase of the Apache Footwear project, showcasing DBPLUS' pivotal role in designing and constructing Apache's largest R&D Center in the Asia-Pacific region Aimed at boosting brand awareness, the post emphasizes DBPLUS' positioning within the interior design industry, encapsulated by the tagline “The Place Where Legend Reborn,” which embodies the warrior spirit and heritage of the Apache brand DBPLUS highlights Apache's core values of unity, courage, and victory, demonstrating its capacity to translate these ideals into exceptional and innovative interior designs The post is well-structured, beginning with an overview of the project and its execution, followed by a detailed description of the amenities and interior designs implemented by DBPLUS, ultimately reinforcing its commitment to excellence in the field.

52 commitment to continue creating flexible, modern and sustainable workspaces, and calls on readers to follow DBPLUS’s new developments in 2024

This post not only provides information on the project’s progress but also helps to strengthen DBPLUS’s brand image Using relevant hashtags such as #DBPlus,

Adidas, Apache, and the Legend Reborn initiative, along with concepts like Flexible and Agile Offices, significantly enhance the accessibility of posts aimed at audiences interested in office interior design and major regional projects Including contact information and links to platforms like YouTube and LinkedIn fosters stronger connections and deeper interactions with readers This Facebook post plays a crucial role in DBPLUS’s Digital Marketing strategy, boosting brand recognition, building trust with partners and customers, and laying a solid foundation for future communication campaigns The incorporation of high-quality images and comprehensive content further strengthens the article's persuasiveness and effectiveness in achieving the company's communication objectives.

Figure 3 6 Content of the Apache project on the Facebook platform

(Source: DBPLUS constuction and design joint stock company)

Implementation Planning and Budgeting

Table 3 2 Implementation Plan and Budget Table

Phase Main Activities Estimated Budget

- Market research and target audience identification

- Content development and preparation of communication materials

- Execution of communication activities on selected channels

- Organizing launch events and workshops

- Participating in international interior design competitions

- Video production and project photography

- Measuring the effectiveness of communication activities

In the initial preparation phase lasting 1 to 2 months, conducting thorough market research and identifying the target audience is crucial An investment of 20,000,000 is justified for these research and content development activities, as it enables DBPLUS to gather valuable data and create effective content that will inform a tailored communication strategy.

In Phase 2 of implementation, spanning 3-4 months, a budget of 117 million will be allocated for communication activities across various channels This investment will focus on advertising through platforms like Facebook and YouTube, organizing events, participating in international competitions, and producing promotional videos These efforts are crucial for DBPLUS to effectively reach its target audience, boost brand awareness, and create high-quality promotional content.

In Phase 3, which spans 1-2 months, a budget of 15,000,000 will be allocated for the evaluation and adjustment of communication activities, ensuring the effectiveness of the strategy This phase is crucial for optimizing the overall communication program, which has a total budget of 152,000,000 This comprehensive investment covers all aspects, from market research and content development to the implementation of communication activities and subsequent measurement, guaranteeing maximum efficiency for DBPLUS's marketing communication efforts.

Table 3 3 Detailed Implementation Plan (December 2023 - July 2024)

- Define the overall goals of the marketing communication program

- List the necessary resources (personnel, tools, budget)

Market research and target audience identification:

- Conduct market analysis to identify current trends and demands

- Identify potential customer groups and strategic partners February

Content development and preparation of communication materials:

- Create core content: articles, videos, images

- Prepare advertising and communication materials (brochures, flyers, posters)

- Plan detailed strategies for each communication channel (Facebook,

YouTube) March 2024 - Execute communication activities on selected channels:

- Start posting content on Facebook, YouTube, and the company’s website

- Launch paid advertising campaigns on these platforms

- Monitor and optimize the performance of the campaigns

- Intensify activities on Facebook and YouTube

- Create additional content (behind-the-scenes videos, blog posts) to maintain interest

- Continue optimizing campaigns based on collected data May 2024 Organize events and participate in competitions:

- Organize the R&D Center launch event: Prepare and execute the grand opening, inviting partners, clients, and media

- Participate in international interior design competitions: Prepare and submit entries, including project videos, images, and presentations

- Host industry workshops: Organize workshops to share experiences and project execution processes, fostering connections with strategic partners

- Use analytics tools to evaluate the effectiveness of communication campaigns (views, engagement, client feedback)

- Collect and analyze feedback from events and workshops

- Hold internal meetings to discuss the outcomes and effectiveness of the campaigns

- Based on the measurement results, adjust content and communication strategies as necessary

- Implement any necessary changes to optimize the effectiveness of the communication strategy for upcoming phases

- Plan future communication campaigns based on lessons learned

The marketing communication plan for DBPLUS is strategically designed to build upon each phase, starting with initiation and market research in December 2023 and January 2024, which establishes clear goals and identifies the target audience This foundational phase aligns all efforts with DBPLUS’s objectives, utilizing market research to gain insights into trends and customer preferences In February 2024, the focus shifts to content development, creating high-quality materials that convey engaging messages tailored to the target audience From March to April 2024, communication activities will be executed on Facebook and YouTube, with ongoing optimization driven by feedback and data analysis to improve campaign effectiveness May 2024 will feature significant events, including the R&D Center launch, participation in international competitions, and industry workshops, aimed at boosting DBPLUS’s brand reputation and expanding its partner network The plan transitions to measurement and evaluation in June 2024, assessing campaign effectiveness and informing necessary adjustments Finally, in July 2024, strategies will be refined based on evaluations to enhance future communication efforts This comprehensive approach, emphasizing Facebook and YouTube, ensures that DBPLUS’s communication is targeted, effective, and adaptable.

Measurement and Evaluation

This section aims to collect and analyze customer feedback from the APACHE FOOTWEAR launch event in Vietnam on April 3, 2024 By understanding attendees' experiences and preferences, we seek valuable insights to enhance future marketing strategies This survey is essential for evaluating the event's effectiveness and identifying improvement areas, ultimately supporting the success of APACHE FOOTWEAR's marketing initiatives in Vietnam.

Collect survey responses from attendees of the APACHE FOOTWEAR Vietnam office launch event

Figure 3 17 DBPLUS Office Opening Event Feedback Survey - Apache, Q2 2024

The feedback survey conducted by DBPLUS after the Apache office opening event in Q2 2024 revealed participants' satisfaction levels regarding event organization, product and service quality, and preferred interior design styles The survey also identified key decision-making factors such as design, aesthetics, functionality, and durability, along with the likelihood of utilizing DBPLUS's products in the future.

68 and services in the future The insights gained from this survey will be instrumental in shaping future events and enhancing DBPLUS's product offerings to better meet customer expectations

How did you learn about this event? (Facebook, Instagram, Email, Friends/Family, Other)

How would you rate the organization of the event? (Very Satisfied, Satisfied, Neutral, Dissatisfied, Very Dissatisfied)

How would you rate the event space and decoration? (Excellent, Good, Average, Poor, Very Poor)

Which of our products/services did you explore at the event? (Office Furniture, Workspace Design, Interior Construction, Other)

How would you rate the quality of our products/services? (Excellent, Good, Average, Poor, Very Poor)

Do you plan to use our products/services in the future? (Yes, No, Undecided) What type of interior design do you prefer? (Modern, Classic, Minimalist, Luxury, Creative, Other)

What factors do you consider when choosing office furniture? (Design and Aesthetics, Quality and Durability, Price, Brand, Functionality and Utility, Other) 3.6.1.4 Data Analysis: a) Detailed Implementation Plan (December 2023 - July 2024)

Figure 3 18 Age Distribution of Participants - DBPLUS Office Opening Event

The age distribution data from the APACHE FOOTWEAR Vietnam office opening reveals that our primary audience consists of individuals in their early to mid-30s, with 12.2% of attendees aged 33 and 35, and notable percentages for those aged 45 (9.8%) and 37 (7.3%) This insight emphasizes the need for our marketing strategies to focus on this demographic, allowing us to tailor our messaging, product features, and services to meet their specific interests and needs By leveraging these insights, we can enhance our marketing campaigns and boost customer satisfaction.

Figure 3 19 Event Awareness Sources - DBPLUS Office Opening Event Survey

The chart illustrates the sources through which customers discovered the APACHE FOOTWEAR Vietnam office opening event Among 41 responses, 48.8% learned about the event via Facebook, while 24.4% found out through Instagram and the same percentage through Email Only 2.4% heard about it from friends or relatives, with no responses indicating other sources This data highlights Facebook as the most effective channel for event awareness, capturing nearly half of the audience, followed by Instagram and Email Understanding these communication channel performances allows for strategic adjustments in marketing efforts, emphasizing high-performing platforms like Facebook and Instagram, while also exploring enhancements for less effective channels to broaden reach.

Figure 3 20 Event Organization Satisfaction - DBPLUS Office Opening Event

A significant 58.5% of customers expressed high satisfaction with the event organization, reflecting the effectiveness of the planning efforts Additionally, 22% rated their experience as satisfied, while 14.6% remained neutral, showcasing a generally positive response from attendees Nonetheless, the 2.4% dissatisfaction rate indicates that certain areas require review and enhancement to achieve total customer satisfaction.

This information is important to evaluate the effectiveness of the event organization and propose improvement measures for future events, ensuring the best experience for customers

71 d) Analyze Products/Services Customers Are Interested In at the Event

Figure 3 21 Products/Services Explored at the Event - DBPLUS Office Opening

Survey results from the opening event of APACHE FOOTWEAR Vietnam office show that the majority of customers (56.1%) are interested in workspace design services

A significant 31.7% of customers express interest in office furniture, while 12.2% are drawn to interior construction services, highlighting workspace design as a key focus area This insight is crucial for shaping marketing strategies and developing products that align with customer preferences in interior design.

Figure 3 22 Preferred Interior Design Styles - DBPLUS Office Opening Event Survey

The survey conducted during the opening event of APACHE FOOTWEAR's Vietnam office reveals that 41.5% of customers favor modern design, making it the most popular choice Classic styles follow with 24.4%, while luxury styles attract 17.1% of the respondents Additionally, 14.6% prefer minimalist designs, and only 2.4% lean towards creative styles This data highlights the prevailing trends in customer preferences for footwear design.

Modern and classic designs are gaining significant attention, guiding design strategies and product development to align with customer preferences Understanding the factors that influence customers when selecting office furniture is crucial for meeting their needs effectively.

Figure 3 23 Key Factors in Choosing Office Furniture - DBPLUS Office Opening

A recent survey conducted during the opening event of APACHE FOOTWEAR's Vietnam office reveals that 46.3% of customers prioritize design and aesthetics when selecting office furniture, with quality and durability following closely at 41.5% While price is a consideration for 9.8% of respondents, brand and functionality are deemed less significant, accounting for only 4.9% and 2.4% respectively These findings indicate that to effectively attract customers, office furniture products must emphasize attractive design and superior quality.

3.6.2 Communication Channel Analysis through Power BI

Website Analytics: Data from Google Analytics on page views, session duration, and bounce rate

Figure 3 24 Apache Project DBPlus Website Performance Metrics - Q1 and Q2 2024

Social Media Metrics: Data from Facebook Insights, YouTube Analytics, and LinkedIn Analytics on engagement rates, reach, impressions, and follower growth

74 Figure 3 25 APACHE Project Social Media Performance Index - Q1 and Q2 2024 3.6.2.2 Power BI Dashboard

Figure 3 26 Apache Footwear Digital Marketing Performance (5/01/2024 -

The Apache Footwear Project Digital Marketing Performance Power BI Dashboard offers an in-depth analysis of essential metrics from January 5 to May 30, 2024 Key data points include total new followers, reach, impressions, bounce rate, page views, and session duration, enabling a thorough assessment of marketing effectiveness across the website and social media platforms like Facebook, LinkedIn, and YouTube.

The dashboard charts offer valuable insights into trends and performance metrics The "Website Page Views Over Time by Month" chart highlights monthly fluctuations, with January showing the highest views Meanwhile, the "Average Session Duration of Website by Month" and "Website Bounce Rate by Month" charts assess user interaction quality, revealing insights into session duration and bounce rates Additionally, social media metrics such as "Social Media Platform Follower Growth Over Time by Month," "Social Media Platform Engagement Rates by Month," and "Social Media Platform Reach Over Time by Month" provide a comprehensive view of follower growth, engagement, and reach across various platforms.

Website Performance: a) Page Views Over Time

The bar chart shows pageview trends over time, with data collected from January to May 2024

Figure 3 27 Monthly Website Page Views - January to May 2024

In January, the article experienced a peak of 51 page views, likely attributed to robust marketing campaigns that typically accompany the start of the year, as businesses aim to enhance their promotional efforts However, subsequent months revealed a decline in page views, averaging between 83 to 97 views, indicating a waning user interest post-January This decline may stem from factors such as less engaging content, a lull in new marketing initiatives, or increased competition To counteract this trend, it is essential to reassess both the content and marketing strategies, focusing on creating more compelling content, launching fresh promotional campaigns, and leveraging diverse communication channels to effectively engage and retain users.

From January to May 2024, March recorded the highest average website session duration, reaching approximately 10 minutes This significant engagement suggests that users found the content particularly captivating, leading to extended interactions with the site.

77 content or effective marketing campaigns during this month Other months, especially January and May, had lower session durations, around 2-3 minutes

The successful content and marketing strategy implemented in March effectively increased user engagement and extended session duration on the site To enhance average session duration in subsequent months, it is essential to prioritize the development of rich, engaging content and to improve the overall user experience.

Figure 3 29 Monthly Website Bounce Rate - January to May 2024

In January, the website experienced its highest bounce rate of 24.88%, indicating that many users left after viewing just one page, possibly due to unengaging homepage content In contrast, April and May saw lower bounce rates of 17.9% and 21.15%, respectively, suggesting that content strategies improved in the months following January, enhancing user retention To further decrease bounce rates, it's essential to create engaging and informative homepage and landing pages that deliver real value to visitors from their first interaction Additionally, optimizing user experience, improving page load speeds, and incorporating relevant internal links can significantly contribute to reducing bounce rates.

Social Media Engagement: a) Engagement Rate by Platform

Pie chart comparing engagement rates between different social media platforms like Facebook, LinkedIn, and YouTube

Figure 3 30 Social Media Platform Engagement Rates by Month - Q1 & Q2 2024

RECOMMENDED SOLUTIONS

Development orientation and goals

4.1.1.Orientation for DBPlus's marketing communication activities in 2024

DBPlus is seizing a significant opportunity to strengthen its standing in the interior design and construction market through its role as the partner for the Apache Footwear Vietnam project The company's focus extends beyond merely refining the project's technical and aesthetic elements; it aims to deliver added value that transcends conventional office spaces.

In the rapidly evolving interior and construction market, developing a robust communication strategy is essential for enhancing brand recognition and expanding DBPlus's influence both domestically and internationally This strategy should focus on participating in prestigious design competitions and organizing project introduction events to effectively showcase the brand's capabilities.

4.1.2 Goals for DBPlus's marketing communication activities

By 2024, DBPlus plans to enhance its brand presence in interior design and construction through a comprehensive multi-channel marketing communication strategy, exemplified by the Apache Footwear project The company will leverage diverse platforms, including its website, Facebook, YouTube, LinkedIn, Instagram, and mass media, to effectively engage and reach its target audience.

DBPlus aims to enhance service quality by conducting customer surveys and gathering feedback from both current and past users The company will implement innovative communication campaigns that highlight its core values and unique offerings in each project Beyond boosting brand recognition, DBPlus focuses on fostering sustainable customer relationships through the creation of high-quality, engaging content tailored to the specific needs of different market segments By utilizing a diverse range of communication channels, DBPlus seeks to improve accessibility, convert potential customers into loyal ones, and ultimately drive revenue growth.

Using marketing communication tools to enhance international brand Error!

To successfully develop DBPLUS's brand in the international market, it is crucial to build a strong brand image that emphasizes global recognition alongside quality products and services Effective utilization of marketing communication tools will enhance DBPLUS's position, particularly in key markets like Japan and Europe From 2022 to 2025, DBPLUS should prioritize participation in major international events in the interior and architecture sectors, such as Tokyo Design Week and Milan Design Week These events will not only showcase DBPLUS's projects and products but also provide valuable opportunities to establish relationships with potential partners and expand its international customer network.

To strengthen its global brand presence, DBPLUS should leverage digital communication tools like LinkedIn, YouTube, and international specialized blogs to share engaging articles and videos about its projects and services This approach will foster a synchronized communication system, allowing DBPLUS to reach a broader international audience while maintaining a consistent brand image across all platforms Additionally, ongoing monitoring and evaluation of its communication strategies will be essential for effective international branding By strategically applying marketing communication tools, DBPLUS can enhance its brand visibility and expand its operations in the global market, ultimately contributing to its sustainable development goals.

To establish a robust international presence for Apache Footwear Vietnam, a strategic marketing communication program centered on website optimization and Google Ads is crucial This initiative will boost brand awareness and expand global market reach, particularly in key regions like Japan and Europe The subsequent sections will detail the strategic objectives, scope, implementation steps, anticipated costs, expected outcomes, and a comprehensive roadmap for effective execution of this plan.

The marketing communication strategy aims to enhance the Apache Footwear Vietnam brand's visibility in international markets, focusing on increasing awareness of DBPLUS's projects and products By implementing targeted Google Ads campaigns, the strategy seeks to drive website traffic and improve user experience, ultimately converting visitors into potential customers DBPLUS is committed to establishing a consistent, high-quality online presence to cultivate a strong and recognizable brand image that appeals to international customers and partners.

The strategy will target key geographic markets, including Japan and major European countries like Germany, Italy, and France, recognized for their high demand for quality interior and architectural products Scheduled for implementation from 2024 to 2025, this strategy will adopt a phased approach to ensure flexibility and adaptability based on early results A comprehensive budget will be dedicated to expenses related to website optimization, content creation, Google Ads campaigns, and employee training.

Build and Optimize the Company Profile

To lay a solid groundwork for its international marketing strategy, DBPLUS should prioritize the enhancement of its online company profile This includes performing an in-depth competitor analysis to identify the strengths and weaknesses within the interior design and architecture sector The insights derived from this analysis will guide the creation of a distinctive and appealing value proposition for Apache Footwear Vietnam.

DBPLUS should focus on enhancing its on-page SEO by optimizing meta titles, descriptions, and URLs to improve its ranking on search engine results pages (SERPs) for relevant keywords Additionally, improving page load speed and overall user experience (UX/UI) is essential, as a well-optimized, mobile-friendly website will help retain visitors and promote longer engagement.

84 site engagement Additionally, creating dedicated landing pages tailored to specific Google Ads campaigns will facilitate targeted marketing efforts and improve conversion rates

Content Creation and Outreach Strategy

To position DBPLUS as a thought leader in the interior design and architecture sector, it is essential to implement a strong content creation strategy Producing high-quality materials like blog posts, case studies, video demonstrations, and white papers will effectively highlight the expertise and innovative solutions of Apache Footwear Vietnam Furthermore, strategically distributing this content across various platforms, including LinkedIn, YouTube, and international industry blogs, will enhance reach and engagement with potential customers and partners.

To enhance the visibility of Apache Footwear, it is essential to optimize content with strategic keywords that align with industry trends This approach will improve search engine discoverability, driving organic traffic to the DBPLUS website Additionally, implementing this strategy will foster a cohesive communication system across all platforms, thereby strengthening brand consistency and overall visibility.

To enhance marketing effectiveness, DBPLUS should prioritize comprehensive training programs for its employees, focusing on Google Ads to ensure proficient setup, management, and optimization of ad campaigns Furthermore, training in SEO and content marketing is vital for those managing the website and creating content By equipping employees with essential skills and knowledge, DBPLUS can achieve efficient and effective marketing efforts.

Continuous tracking and evaluation are essential for an effective marketing communication strategy DBPLUS should leverage tools like Google Analytics and Google Search Console to consistently monitor website traffic, user behavior, and campaign effectiveness Important key performance indicators (KPIs) to focus on include website traffic volume, conversion rates, cost per click (CPC), and return on investment (ROI).

Evaluating the return on investment (ROI) is crucial for understanding the effectiveness of the strategy By conducting regular assessments, DBPLUS can make informed, data-driven decisions, optimize campaigns, and adapt strategies to achieve desired outcomes effectively Additionally, it is essential to consider implementation costs in this process.

The financial strategy encompasses several crucial elements, including a substantial budget allocation for Google Ads campaigns tailored to the target market and competition It also accounts for costs related to website optimization, focusing on UX/UI improvements and SEO enhancements Furthermore, investing in employee training programs is essential to equip the team with the necessary skills for effective strategy execution.

The strategy is projected to boost website traffic from key international markets by at least 50% within the first six months, while also aiming for a minimum 10% increase in conversion rates through an improved website experience and targeted Google Ads campaigns Additionally, it seeks to establish DBPLUS as a premier provider of high-quality interior design and architectural products, enhancing its standing in the global market.

The roadmap for implementing this strategy is divided into several key phases:

• January - March 2024: Conduct market and competitor research, optimize the website for SEO, and improve UX/UI

• April - June 2024: Launch Google Ads campaigns, begin content creation and distribution efforts, and initiate outreach activities to build international relationships

• July - December 2024: Continue with employee training programs, expand advertising campaigns, and explore opportunities in new markets

• 2025: Evaluate the effectiveness of the strategy, refine marketing efforts, and expand operations to achieve long-term sustainability and growth

DBPLUS is committed to strengthening its international brand presence and expanding its customer base through a strategic marketing communication plan By leveraging digital marketing tools and prioritizing high-quality content along with effective employee training, Apache Footwear Vietnam is poised for success in the competitive global market while ensuring sustainable growth.

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