CHAPTER II: Actual situation of communication marketing activities of TAME's VICHI cream products
2.4. Current status of marketing communication for VICHI cream
2.4.4. Media that the company is using
2.4.4.1. Status of advertising activities:
Advertising is an indispensable activity in business for every company that wants to promote its products to consumers.
For advertising on Facebook, the Company builds product pages with an advertising program to bring products to market to introduce products to consumers. These advertising programs have lasted since 2015. And from 2010 until now, the company is continuing to promote and increase the opportunity to promote more. According to the present, the social network Facebook is increasingly expanding and widely known throughout Vietnam. That shows that VICHI's development opportunity is huge.
For advertising in newspapers and magazines, it is an effective marketing method that easily reaches customers effectively and continuously. The advantage of newspapers and magazines is a large amount of information, in- depth content, can increase pages according to the number of requests, large circulation, widely exposure. VICHI products are only advertised on online newspapers and this advertising program is only introduced in the new years of establishment during the period of bringing the product to market.
In addition, VICHI also conducts advertising at the company's own clinic.
There are usually 1-2 banners for VICHI products. The signs are arranged in places where it is easier for the viewer to see and pay attention.
The company also advertises product images through livestreams of famous artists and KOLs on social networks. In this way, the image of the company will directly reach the customers who buy the product.
information is widely transmitted on the internet, television, newspapers and has a very large number of viewers - this is the spearhead for companies advertise their products.
2.4.4.2. Promotional activity status:
Currently, promotional tools are very diverse. Depending on the audience and promotional goals, the company chooses different tools:
Sales promotion activities for distribution intermediaries In the past time, TAME Co., Ltd. has used the following forms to maintain and encourage its members:
Special promotion for distributors: in the promotion period, the Company also has the form of adding goods for intermediaries, that is, during the promotion period, the factory will give some more courses to the intermediaries have purchased a certain quantity or actively recommend the product.
Particularly for customers with large consumption levels, there is also a separate reward in the promotions.
Table 1.6. Gifts in the promotion program of Dai Xuan Joint Stock Company
Number 1
2 >10 courses
3 >20 courses
4
(Source: Department of Organization and Administration) Help with advertising, sales promotion: the company always has help with advertising and sales promotion for retail customers. The
company regularly provides retail customers with promotional programs to attract customers
Sales promotion activities for consumers: like for distribution intermediaries, the company has many sales promotion activities for consumers:
Gifts: the form of gift giving is the same as for distribution intermediaries such as: giving more courses or reducing prices. In addition, during the holidays, the company also offers special promotions to customers.
Other sales promotion activities:
In addition to sales promotion activities for distribution intermediaries and consumers. In the early years of product launch, the company participated in a number of press conferences, worked with staff in Hanoi to introduce its products to customers and the public, maintaining the company's reputation as well as the company's products and goods on the market, creating trust with customers and the public.
2.4.4.3. Usage budget:
Determining the media budget is a very important thing that affects the entire planning process of the company because it is the main factor that determines the choice of media forms, media, frequency, and scope. Therefore, determining the appropriate communication budget for the communication strategy for VICHI products is also of great interest to TAME Co., Ltd.
There are many methods to determine the communication budget for all five companies (mentioned in section 3.5 of chapter 1), however, in terms of business performance, the Company currently uses only one method to is the
and service provision revenue in 2020 for communication activities, corresponding to VND 1.966.960.000. The company uses this method because it has the advantage of being quite simple to implement, taking into account changes in the environment and forecasting revenue, ensuring the stability of advertising's media budget. However, this method of determining budget is not really effective because it is only suitable for short-term plans while the Company often implements more long-term plans and how to determine the percentage based on revenue is sometimes not really suitable with the business situation of the Company.
Table 1.7. Media budgeting table
Number
1. Marketing
2. Public Relations
4. Promotion
5. Direct marketing
Total (Source: Accounting department)
In the process of carrying out communication activities, the Company sets aside a provision fund of VND 1.966.960.000 to prevent other costs or other risks that the Company may encounter.