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I Grab 1/ Introduction Grab is application for using public transportation as all in one which is the most popular in Southeast Asia It is available crossing the border by connecting to user from 10 million and driver for 185,000 people The passenger can select each service through applications in way; grab taxi, grab car, grab bike, grab express which covered from Singapore, Malay, Thailand , Philippine , Vietnam and Indonesia GrabTaxi: Budget or premium taxis from South-East Asia’s largest network of drivers GrabCar: The ride-sharing service for those who prefer a more personal ride GrabBike: An alternative for those who are short on time and need to get to their destination quickly GrabExpress: Trusted and safe delivery service Thị phần: According to the ABI Research Report on application for using public transportation in the Vietnamese market in the first half of 2020, Grab is still the leading technology car company in the market The company completed 62.5 million hoes in the first half of the year, accounting for 74.6% market share The Be brand accounts for 12.4% of the domestic ride-hailing market while Indonesian rival Gojek is right behind with 12.3% 2/ Objective Tham khảo: 1H 2020: - Launched the 1st ever "Freshness Guarantee" program on online grocery delivery, which GrabMart in partnership with Big C to deliver the highest standard of fresh quality for online shoppers - Led the impactful launch of GrabMart during 1st outbreak of COVID-19 in VN, which resulted 9X Growth with Zero Promo in 1st month & gained dominant SOV on Media (>50% SOV) - Drove GrabExpress to capture the Stay-at-home online shopping trend & support Social Sellers with more affordable delivery package during COVID-19 - Work closely with Demand Planning & Commercial Team to innovate new MEX platform for GrabMart: Chợ Hàng Tươi 4.0, Flash Sale Golden Hour, Superbrand Deal 2.1/ PR - Increasing 85% preference in target market on months - Building 90% TM aware of campaign in months Trường hợp giải khủng hoảng: - Reinforcing the leadership position of Grab - Improve the relationship with stakeholders and merchant-partners 2.2/ Sale Promotion - Raising the loyalty of target market - Increasing up to 85% TM’s purchase conversion rate 2.3/ Direct Marketing - Build the customer relationship - Capturing 70% preference of TM - Increasing 70% TM repeat buying activities 2.4/ Personal Selling 2.5/ Internet Marketing 3/ Target Audiences: - Target Market: - Relative Target Market: + Community + Driver + Merchant – partners 4/ Plan Tool: … Campaign idea: “Mùa Action plan: Phase 1: Trigger Phase 2: Engage Phase 3: Amplify Objective Key hook Supporting tactics Media Time months months months 5/ Timeline & Budget Timeline Budget: Thorakao 1/ Intro: Thorakao brand was born from Lan Hao Cosmetics Manufacturing Co., Ltd., the company was established in 1957, Lan Hao Cosmetics at that time was just a production base, launching traditional items such as oil shampoo, aromatic soap or hair conditioner But at that time, Lan Hao brand name did not really leave a mark on Vietnamese consumers With strong strategies, in 1961 Lan Hao launched the Thorakao brand At that time, Lan Hao Co., Ltd really started to make strides in the Vietnamese cosmetics market, Thorakao branded products quickly became famous and captured a large number of consumers In 1969, Thorakao opened a branch in Cambodia, this was also the time when Thorakao began to penetrate the export market to Southeast Asian countries 2/ Ojective Marketing Objective Brand awareness: the goal is to get more consumers to know, familiar and consider Thorakao forpurchasing Our target is to bring the brand appear in top 20 Vietnamese cosmetics brands that arevoted by customers by 2015 Attitudes and preferences: improving the brand image to both current and future customers so thatthey will have a positive attitude toward Thorakao More promotion activities need to be done inorder to achieve this Media objective Reach 70% of target audience is exposed to Thorakao Frequency: target customers are exposed to Thorakao at least twice a week 3/ Target Audience 4/ Plan 5/ Timeline & Budgets Baemin 1/ Introduction BAEMIN (short for Baedal Minjoek) is the leading food ordering app in Korea, operated by Woowa Brothers Corp Based in Seoul After successfully acquiring the online food ordering application VIetnammm.com, September 10, 2019, BAEMIN officially entered the Vietnamese market and covered services in Ho Chi Minh City BAEMIN's mission to Vietnam is to "Help people eat well anytime, anywhere" 2/ Objective Marketing objective: Growth of 15% in revenue An additional 10-15% of the total market share for ordering food online Improve brand awareness, expand operating areas, especially suburban districts of the city Communication objective: Becoming the number ordering application on the market Bringing culture of food to bring closer to people 3/ Target audience From the time of debut to the present time, the age group of 25-34 (adult group or office workers) accounts for the majority with 57.5% of people interested in Baemin, second is the young age from 18- 24 with 38.1% The female customer group still accounts for the majority with 67.8%, completely different from the male customer group accounting for only 24% Pull & push strategy Pull strategy Run ads on popular social networking platforms today: facebook, instagram, youtube Attractive, novel posts on Baemin Vietnam fanpage, using Baemin's iconic image, the fat cat Regularly update the promotions, promotions Expand cooperation with restaurants to enrich choices for customers Encourage previous users to leave reviews and recommendations to relatives and friends Push strategy Increase discounts for Baemin's driver partners Additional bonus for drivers when they meet the criteria Encourage the restaurant partners to hang posters and banners of Baemin Theme During this campaign, Baemin focused on building a brand image as the No ordering app on the market with simple usage, rich menus, lots of promotions and with delivery time fast In addition to building a brand image, Baemin also works for community benefits For the purpose of branding, Baemin promotes advertising and communication so that the application can reach closer to consumers, increasing interaction on social platforms Make Baemin a part of everyone's life For the purpose of the community, for every customer order transaction on the system, Baemin will deduct 5% of the invoice value to charity work, giving meals to people in difficult circumstances 4/ Plan Tools Advertising With the target after months, it is possible to expand the market share by 10-15% Reaching more new customers and making Baemin the number food ordering app on the market Make funny videos, with the main character being a fat cat - Baemin's representative character Refreshing spirit, energizing positive, and new promotions in every video released Expected in months will release to videos These videos will be broadcast on social networking platforms with many users in Vietnam such as Youtube, Facebook For the poster, Baemin will display posters at restaurants that are Baemin's partners, in order to increase the frequency of Baemin's appearance in customers' lives, and at the same time let customers know about restaurants that support ordering service on Baemin's system In addition, Baemin will place large posters at the bus stops and bus routes that Baemin's target customer group often uses Sale promotion 15% growth in revenue after the campaign Deploying discount codes during golden hours (lunch 10am - 12pm, dinner 17h - 20h from Monday to Saturday), weekend deals, or special occasions like team response Vietnamese football won at SEA Games 30, Tet, Women's International, It is expected that in other time periods, market demand may change For example, during the New Year period, the demand for ordering food from people can increase sharply, which in turn leads to a change in costs PR Spring 2021 has arrived, with the goal of building a friendly and close Baemin image With the spirit of helping everyone to celebrate Tet happily, Baemin will deduct 5% of each bill for charity, giving gifts to people in difficult circumstances Vietjet Air 1/ Introduction Vietjet Air is the first privately owned low-cost carrier in Vietnam licensed to operate domestic flights and international flights in the near future Its aim is to provide customers with inexpensive airfares together with qualified standards of service quality This spirit is expressed through the brand's tagline "Save more, fly more!" By making use of appropriate aircrafts, up-to-date digital technology and smart profitmaking methods, Vietjet Air has created and maintained a brand image of a friendly airline offering safe and pleasurable air traveling experience to people from all walks of life Insight: With its position as a new generation, low-cost airline, Vietjet Air always aims to create conditions for everyone to fly Therefore, in this campaign, Vietjet reaches target groups: Vietnamese and overseas tourists want to fly to Vietnam Vietnamese people need to fly to Asian countries to travel and reunite with their relatives With this target group, insight throughout the campaign is "Real love needs real touch" - Love is must come Love here can be understood as love of couples, love of family, or more broadly, love of a certain land 2/ Objective Marketing Ojective 3/ Target Audience Geographic & Demographic Age: 20-35 Location: Ha Noi & HCM City Gender: Both Income: average income or allowance Occupation: students & white collar workers Psychographic Lifestyle: - Have much free time and interested in travelling Want to experience new things Personality: - Independent, young, dynamic, adventurous and experience-seeking Behavioral Benefit sought: Hunt for low price ticket Loyalty: Price-conscious Usually choose the cheapest User status: Potential users Occasions: When VietJet offers good sale promotions 4/ Plan TOOLS Advertising The TVC's length is 30 seconds It will be an animation with shapes and lines in colors red, yellow and black on a white background Because of the clutter of TVCs nowadays, Vietjet Air needs to make a noticeable entrance in order to meet the Stage's as well as the campaign's objective of getting people's attention Among TVCs that are produced in the contemporary modern state, an animation with simple appearance will make a difference to get the attention needed Under the form of a short story, the TVC can be engaging and keep the audience interested till the call-to-action line, in comparison to other information-based advertisements The creative techniques used are comparison and curiosity For Print Ad, because the goal is to let as many people know about Vietjet Air's Phase campaign as possible, scanning the Qr code, a very new technology in Vietnam, will be used to create curiosity , try it out and advertise through it The app can influence an audience's attention towards the ad However, there are positive ways to address these problems First of all, we can attach a short guide under the Qr code to guide the audience how to decode and access the Vietjet Air website The process of downloading the mobile app for decoding at first can distract the audience from the ad, but when they review it, they may have visited the link to our website Two types of print ads will be used in this campaign to meet the goals The first one, the pop-up ad, will roll out within the first month to attract big attention In the second month, to save your budget, regular print ads will be used but with eye-catching and interesting content, such as a large question mark with a dot Qr code or large question mark What you want to achieve more? ” PR Sales promotion Those whose posts are selected will receive a 20% discount voucher applied to twoway tickets booked for a single flight from month year to month year Cong This tool offers real money in addition to the spiritual value it already has in relation to the campaign to date This is to remind everyone that Vietjet Air acted according to what they said and the campaign was not just fantasies (Vietjek air Launches HUNDREDS of airline tickets from only 5,000 VND IN THE SPRING SUMMER of 2021 - Vietjek air announced 500,000 super promotional tickets, priced from 5000 VND in a specified time frame, the ticket prices will return to the original price when the quantity is out with Motto: "12am, fly with Vietjek air" - After Tet, passengers who successfully buy tickets at the golden hour from 12:00 to 14:00 will be drawn to win prizes with many attractive opportunities.) 5/ Timeline ... toward Thorakao More promotion activities need to be done inorder to achieve this Media objective Reach 70% of target audience is exposed to Thorakao Frequency: target customers are exposed to Thorakao. .. strategies, in 1961 Lan Hao launched the Thorakao brand At that time, Lan Hao Co., Ltd really started to make strides in the Vietnamese cosmetics market, Thorakao branded products quickly became... became famous and captured a large number of consumers In 1969, Thorakao opened a branch in Cambodia, this was also the time when Thorakao began to penetrate the export market to Southeast Asian