XÂY DỰNG CHIẾN LƯỢC TRUYỀN THÔNG MARKETING TÍCH HỢP (IMC) CHO ĐIỆN MÁY XANH

This report presents how we apply the knowledge of relevant integrated marketing communications. We decided to choose Dien May Xanh (DMX) the electronic retail system for this assignment. The report includes executive summary with the company’s background, using models like SWOT, PEST to analyses the current situation of this business and the relating environment around it. The IMC will be carried out through out 2021 with strategies, budget, timeline and objectives for each quarter.

TARGET AUDIENCEPeople who are at the age of 25 – 55 and still in the working age with steady income higher than 8 million per month.

Achieve 152 trillion, increase by 5% than

last year

THE PRODUCTS

Refrigeration electronics, household appliances, technology products.

• Dien may cho lon

• Nguyen Kim

• Media Mart

PROBLEM STATEMENTS:

DMX’s television commercial

have attracted millions of views

from customers and created

huge waves for DMX’s

communication channel

However, some of its

communication campaign are

still not diversified

Therefore, this media campaign

will be carried out throughout

in 2021 with 4 quarters and 4

different campaigns

The main tool used is usually

Sales promotion with the

support of many other tools

such as Advertising, Digital

Marketing, Social Media and

Personal Selling For the

purpose of multi-channel

communication, increasing

coverage and increasing

revenue through this

promotion, the above tools will

optimize the purchase

Maintain market share by 40% of household appliances retail industry in Vietnam

Increase profit by up

to 30%

Increase the consumption by around 5%

MARKETING OBJECTIVES

• Consumption: Increases revenue by increasing

consumption through Marketing strategy.

• Penetration: Penetrates deeper into the

lower-income market

• Brand loyalty: Increase retention rate in old

customers and first step building trust for new

DIEN MAY XANH

BUSINESS OBJECTIVES

COMMUNICATION OBJECTIVES

Brand awareness

Become top of mind in customers’ awareness

in household appliances retail industry in Vietnam

Establish a positive brand image through a consistent and meaningful message during the campaign.

Encourage purchase behavior: Launch attractive discount programs and diversify products with affordable prices to stimulate customers to buy high-involvement products.

Retention rate: Increase retention rate to

50%.

Key attributes: The TVC campaign will bring

consumers the feelings of functional benefits (such as cheap price, high quality, good service) and emotional benefits (such as funny, family love, love for the country and the nation).

Age: 30 – 55Income: > 8 million

Launching sales promotion campaign with specific incentives policy

Using others tools to support: Digital marketing, Advertising and Direct marketing

Xuân an lành, Tết nhẹ gánh

Launching advertising campaign with airconditioning products

Using others tools to support: Digital marketing, Sales promotion and Directmarketing

Ưu đãi ngậptràn, xua tan nắng nóng

Q.3 Increase revenue

Brand awareness

Brand loyalty

Sales promotion

Age: 25 – 35Income: > 8 million

Launching sales promotion campaign with specific incentives policy

Using others tools to support: Digital marketing, Social Media, Advertising and Personal selling

Lễ xa nhà, quà

gì cho ba má

Q.4 Increase revenue Sales Age: 30 – 55 Launching sales promotion campaign with Mừng giáng

MEMBER OF GROUP 4

TABLE OF CONTENT

TABLE OF CONTENT 1

ABSTRACT 2

CONTENT 3

1 EXECUTIVE SUMMARY 3

1.1 Dien May Xanh background 3

1.2 Vision, Mission, Core Values 3

1.3 Current Business Situation (2019) 4

2 SITUATION AND MARKETING ANALYSIS 5

2.1 Macro Environment 5

2.2 Micro Environment 5

2.3 SWOT 7

3 IMC STRATEGY AND ACTION PLAN 8

3.1 Marketing goals and objectives 8

3.2 IMC Plan 9

3.2.1 Strategy IMC of 2021 9

3.2.2 Timeline 9

3.2.3 Budget 9

3.2.4 4 Campaign 11

3.3 Evaluation 19

CONCLUSION 20

REFERENCES 21

ABSTRACT

This report presents how we apply the knowledge of relevant integrated marketing

communications We decided to choose Dien May Xanh (DMX) - the electronic retail

system for this assignment The report includes executive summary with the company’s background, using models like SWOT, PEST to analyses the current situation of this

business and the relating environment around it The IMC will be carried out through out

2021 with strategies, budget, timeline and objectives for each quarter

CONTENT

1 EXECUTIVE SUMMARY

1.1 Dien May Xanh background

- The biggest electronic products retail brand of MWG, officially established in 2010

- In 06/2016, DMX completed its coverage in 63 cities and provinces nationwide with

1226 supermarkets nationwide and more than 10.000 employees

1.2 Vision, mission, core values

❖ Core values

- Be dedicated to customers

- Follow commitments and take responsibility

- Love and support your teammates

- Be honest about money and relationship

- Be enthusiastic at work

1.3 Current business situation (2019)

- Total revenue of MWG: 102.174 billion VND

- Profit after tax MWG: 3.836 billion VND

In terms of revenue structure by chain, DMX accounts for 57% in total company’s revenue

MWG continuously increased its market share and widened the gap with other electronics retailers in the market

2 SITUATION AND MARKET ANALYSIS

2.1 Macro Environment (PEST Analysis)

- Some strategies will be implemented, such as:

● Continuously promote "quality" for stores This helps improve sales up to 30%, creates a foundation for displaying more products

● Actively prepare for the launch of the model "DMX super-mini" to capture the rural market with 1,350 stores

❖ Customer

- Target customer: individuals, households and businesses, especially in suburban

areas who have demand for household appliances and electronic equipment

- DMX applies a "Customer-centric" model to provide the best shopping experience

for customers Thereby, it contributes to build brand awareness, increase brand loyalty and profit

❖ Competitor

In particular, DMX system has outstripped all competitors with more than 40% market share, double the gross market share of Nguyen Kim and Dienmaycholon

2.3 SWOT analysis

3 IMC STRATEGY AND ACTION PLAN

3.1 Marketing goals and objectives

❖ Business objective:

- In 2021, DMX wants to get 152 trillion, increase by 5% than last year

- Maintain market share by 40% of household appliances retail industry in Vietnam

- Increase profit by up to 30%

❖ Marketing objectives

- Consumption: Increases consumption of electrical products through the quality of

products and customer services

- Penetration: DMX penetrates deeper into the lower-income market by diversifying

products and launch attractive discount programs with affordable prices for different target customers

- Brand loyalty: Increased retention rate and preference of customers on DMX

- Encourage purchase behavior: Launch attractive discount programs and diversify

products with affordable prices to stimulate customers to buy high-involvement

products

- Retention rate: Increase retention rate to 50%

- Key attributes: The TVC campaign will bring consumers the feelings of functional

benefits (such as cheap price, high quality, good service) and emotional benefits

(such as funny, family love, love for the country and the nation)

3.2 IMC Plan

3.2.1 STRATEGY IMC OF 2021

According to analysis from part 2, the overall strategy of 2021 is to use Sale

Promotion as the main tool and other tools to serve two purposes

- Increase sales Get back your original revenue to appease shareholders

- Decrease number of inventories

The four chosen campaign will be carried out in four different period that are the biggest holiday occasions of Vietnamese people People tend to have more demand on shopping In order to stimulate their purchasing motivation, DMX will launch mostly Sales promotion campaign with attractive discount prices to sever their demands

3.2.2 TIMELINE

3.2.3 BUDGET

By method: Percentage-of-sales budgeting

- In 2020 target, increase 5% of sales compared to 2019 => Revenue (2021) = 152

trillion (VND)

- IMC cost (2019) is 0.035% of revenue => Therefore, proposing this year (2021),

IMC cost is 0.04% of revenue = 61 billion (VND)

Specifically allocated for each Campaign as follows:

● + Special prices: Discount 20% for all products

● + Attractive gifts accompanying the products

● + Free shipping

Other tools

- Magazines and newspapers to inform our

discount products in the Tet Holiday period

▪ Magazines: Tiếp thị & Gia đình

▪ Newspapers: Lao động, Thanh niên

- POSM: banners, flyers, standee to decorate

discount programs at available stores

Direct marketing Send promotional messages to customers via SMS, email

Strategy

&

Objectives

● Increase 81% in total 1st quarter revenue

● Create 20.000.000 reaches to our target audience

● Attract 10.000.000 customers to buy the products

● Increase to 50% conversion rate buying products online and offline

● Increase retention rate of customers in the long

term

Increase revenue: Increase

Brand awareness: Be the

top of mind of customers

Brand loyalty: Create

retention of customers buying products of ĐMX

Target

audience

Scope: Nationwide Age: 30 – 55 Income: > 8 million VND

They are in the working age, in the middle class with

income varying from 8 – 15 million per month

Insight

Truth: According to Facebook & YouGov statistics, 70% people believe that Tet is the

time to hunt for the best incentive programs So the demand for buying household products, electrical products of Vietnamese people increases significantly in the Tet Holiday With the desire to redecorate their houses with new items, it will bring best wishes to family in the new year and show their financial ability to people around them

Tension: People are afraid of spending too much money on Tet Holiday but they still

have to buy because of the demand using these products during this period and showing their finance resources to their relatives, friends,…

Motivation: Looking forward to buying their needed products with an attractive and

affordable price

Big Idea

Dienmayxanh will provide the most attractive and affordable prices for customers on their needed products that contribute a meaningful Tet Holiday to their family without being worried about financial problems

❖ Quarter II – Summer campaign

Tools

Main tool Advertising

● Television channel: VTV3 and HTV7

● Print media:

- Magazines and newspapers to inform our

discount products in this period

▪ Magazines: Tiếp thị & Gia đình

▪ Newspapers: Lao động, Thanh niên

● POSM: banners, flyers, standee to decorate discount

programs at available stores

Other tools

Digital Marketing

● Create a 30s TVC advertising air conditioner with the main image of blue people representing DMX bringing an air-conditioner to a standard family (including 4 people)

Sales promotion

● + Special prices: Specially apply 10% discount for

air conditioning products in 30/4 and 1/5

● + 0% Installment plan

● + Free shipping Direct marketing Send promotional messages to customers via SMS, email

● Attract 5.000.000 customers to buy the products

● Increase to 50% conversion rate buying products online and offline

● Increase retention rate of customers in the long

term

● Increase 75% in total 2nd quarter revenue

Brand awareness: Be the

top of mind of customers on air conditioner products

Brand loyalty: Create

retention of customers buying products of ĐMX

Increase revenue: Increase

Target

audience

Scope: Nationwide Age: 30 – 55 Income: > 8 million VND

They are in the working age who are in the middle class

with income varying from 8 – 15 million per month

Insight

Truth: According to the statement in 2017 of Vietnam's Ministry of Industry and Trade,

in summer, the demand for electrical products and household appliances, especially air conditioners products had increased significantly

Tension: Hard weather makes Vietnamese people more exhausted after the whole day

working, especially after the Tet Holiday period

Motivation: People want to rest comfortably after a hard-working day under hard

weather

Big Idea

DMX will provide customers with the most modern and convenient air conditioning products to provide them with a fresh atmosphere right in their house; help people eliminate fatigue and have a good night's sleep after a whole day working

❖ Quarter III – Independence Day Campaign

Tools

Main tool Sales promotion

● + Special prices: Discount 10% for these listed products: TV - Washing machine - Refrigerator - Air conditioner

● + Attractive gifts accompanying these products

● + Free shipping

Other tools

Digital marketing

Create a 30s TVC named “Con luôn ở bên” with the

main image of blue people representing DMX with

attractive discount products in the Independence Day 2/9

The aim is informing them about this interesting discount program to stimulate shopping demands for this occasion

so that they are motivated to buy more

Create a photo contest about sharing people’s meaningful

moments with their parents accompanied with a message that they want to share with their family

Social media Use facebook and youtube channels

Advertising

● Television channel: VTV3 and HTV7

● Print media:

- Magazines and newspapers to inform our

discount products in this period

▪ Magazines: Tiếp thị & Gia đình

▪ Newspapers: Lao động, Thanh niên

- POSM: banners, flyers, standee to decorate

discount programs at available stores

Personal selling Sales teams support increasing sales revenue in the sales

promotion period

Strategy

&

Objectives

● Increase 78% in total 3rd quarter revenue

● Attract 2.500.000 customers to buy the products

● Create 5.000.000 reaches our target audience

● Increase to 50% conversion rate buying products online and offline

● Increase retention rate of customers in the long

term

Increase revenue: Increase

Brand awareness: Be the

top of mind of customers on DMX’s products

Brand loyalty: Create

retention of customers buying products of ĐMX

Target

audience

Scope: Nationwide Age: 25 - 35 Income: > 8 million VND

They are in the young working age and in the middle class

with income 8 – 15 million per month

Insight

Truth: 2.9 is a national holiday in Vietnam, people always want to express their love to

their parents in some ways For someone who lives far away from home, they often spend time to call for their parents in the hometown

Tension: Limited finance and time Motivation: They live far away from home and want to show their love to parents in subtle

ways

Because of having limited finance, it’s a big drawback for them to go home But when they spend money to buy tickets to go home, they do not have enough finance to buy gifts for their parents And when a son or daughter (have a job and graduated already) go to their hometown without gifts, they feel unconfident with relatives inside

Big Idea

It’s still ok for people to not go home but still express your filial piety to parents by giving them a household good as a gift and DMX will help them Near or far is not a problem because DMX will help you to take care of your parents