FINAL REPORT INTEGRATED MARKETING COMMUNICATION

The "Fast Rider", a milestone im PUMA sports shoe đevelopment, was developed by shoe techniclan Armin Dassler, who implemented the inpemious Idea for the PUMA “Federbein” sole m a Joggin

THE FINANCIAL UNIVERSITY OF FINANCE-—- MARKETING

Branch: Marketing Major: Integrated Marketing Communication

FINAL REPORT INTEGRATED MARKETING COMMUNICATION

THE FINANCIAL UNIVERSITY OF FINANCE-—- MARKETING

Branch: Marketing Major: Integrated Marketing Communication

FINAL REPORT INTEGRATED MARKETING COMMUNICATION

TABLE OF CONTENTS

TABLE OEF CONNTIEN TTỀ Go G9 Họ cọ H00 000000904 06050 Ỉ 0): 0P 1 The CommunIcatlon proC€Ss - 5 022212222 1211221 112111111221 121115111215 0112811 ke 1 IIlustration by a sales promotlon aCIVIẨy - 1221122111211 2115221111211 H ke 2 0) 90 5

1 Infrod€tiOH œ5 5 <5 << 40 9T TH 0 Tá 00 006 0940 0 664 5 1.1 Overview of the companyy - 1 2 22011211221 1121 1111122112211 11 5011181111 kh 5 1.2 Vision - Mission - Core VaÌue 2 211221121 221112121521 11112111112 011 115111 key 5 1.3 Overview Puma Fast Rider products - - 2 22122222211 51121115 1211k re 6 1.4 Target markeI 2 c0 1 1122122111111 121112111215 Ẹ112 1151121111 1H ng key 6

4 PFÒTFATH Q2 G5550 5 000 0 90.90999045 050099409 00 009 004 909 004 9990998 10

4.2 Media SIra(€BV Ặ.Q Q02 S21 HH TH TH kx Ha 12 4.3 Detailed Acton Plan and Timeline -.- c1 2 2222221112222 2121112112 Ekrces 20

4.4 Budget Q.02 02 122101 1n n1 n1 HH Hà Hà này 24

5 Measuremenf and OIITFOÌ 5- << % S4 9S 4 99991 99 9 9.99 09 94 09 26 SAMPLUEES dc G G5 s5 SH 9 00 00004.000.000 00910004 000060 80906.06 600996 28 REFERENCE o G5 5 S9 9 9 9 0 9.000 0 009 0 00 004.00 0000406 080009996 a

TABLE

FrameworkK Program - ¿+ c2 1122112111111 5112111215015 112 1111111 rey 5 Detaled Action Plan and Timeline - 2 S2 222322 * v2 £+zzzxczxk2 20 Budget 1 2121122121211 n12 n1 n1 1H x H ky tre 24

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Question 1: Explain the communicafion process Using asales promofion activity that vơu have seen/ heard recently to demonstrate the process

The Communicafion process: The communicatlon process refÍers to a serles of actions

or steps taken In order to successfully communicate The communicatlon process Iinvolves eipht basic elements - sender/source, receiver, encoding, decoding, channel message, response, feedback, and noIse

Figure 1.1: The Commnications Process

Sender: I( 1s a business or Individual or organization that has the ability and đesire to convey a message to the recIpIent

Source: Person or means of representation used by 1ndividuals, organ1zations,

or businesses to convey messàes and IinÍformation to recIpIents

Encoding: The sender begins with the encoding process wherein the sender uses ccr(an words or non-verbal methods such as symbols, sipns, body gestures, cíc fo translate the InÍformatlon Imlo a message The sender”s knowledge, skills, percepuon, backpround, competencles, etc has a preat Iimpact on the success of the message, requrring the sender to síudy the T€C€1v€TS ©xPerIence replon †o encode appropr1ately

Channel: The Sender chooses the medium through which the sender wants to convey a message to the reciplen( I(t must be selected carefully in order to make the message effective and correctly mterpreted by the reciplent The cholce of medium depends on the Imterpersonal relationships between the sender and the receiver and also ơn the urgency of the message being senl

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Oral, virtual, written, sound, gesture, etc are some of the commonly used communication medIiums

Message: Once the encoding 1s finished, the sender gets the message that he Iintends to convey The messapge can be written, oral, symbolic or non-verbal such as body gestures, silence, siphs, sounds, etc or any other signal that triggers the response OŸ a reC©1VeT

Decoding: The recerver mterprets the sender”s message and tries to understand

1 in the best possible manner An effective communicatlon occurs only 1Ê the receiver understands the message In exactly the same way as 1 was intended by the sendker

Receiver: svnonymous with the target audience, 1t includes many øroups Ís the object that the business targets, Including the target market - there are many đifferent proup sepgments

Noise: The NoIse shows the barrlers in communicaHons There are chances when the message sent by the sender 1s not received by the reclpient A message 1s subJected to a variety of external factors that distort or Interfere, 1S reception Noise can take many forms, Including a radio playmg 1m the background, and any other distractons that prevent the receiver Írom payIng attenHon

Feedback: The Feedback 1s the fnal step of the process that ensures the receIver has received the message and 1nterpreted 1t correctly as 1t was Intended

by the sender lí mcreases the effectIveness of the communicalion as 1 perm1(s the sender to know the efficacy of the audience's messàe

Response: The response ofthe receIver can be verbal or non-verbal

IHustration by a sales promotion activity:

QUÁN NGON QUẬN MÌNH, VỪA NGON LẠI VỪA GẦN KHAO 60% -

Figure 1.2: Poster of delicious restaurant in my đistrict with a điscount of 60% Sender: BaemIn

Source: MC Trấn Thành

Encoding: Baemin encoded the message of a love story throuph Tran Thanh's Images

Credibility: At that trme, Tran Thanh was extremely hot in the eyes of women thanks to the program “ Người Ấy là ai”, trusted by women as a love strategist Therefore, Tran Thanh has enouph credibility and 1s suitable for the topic of the Clip "Phụ nữ nên yêu an toàn hay yêu thú vị ?"

Atiractiveness

o_ Immlarity: Tran Thanh has many vlogs about eating on Youtube, loves to

eat and has hIs own restaurant

o_ Familiarty: Tran Thanh 1s a KÔL with great coverape that will attract the attention of a laree number of vIewers

øo Likeabilty: Tran Thanh had a positive Iimage and was loved by many people

Power: with Iinspirational and experiential sayings, she 1s trusted by women as a

"master of love” 1n both love affairs and food choIces

and sounds

„e Baemin compared his messape when choosing food to choosing a lover: safe love 1s bemg faithful to a restaurant near home, while 1nteresting love 1s like the adventure of discovering deliclous dishes In a faraway place And Tran Thanh's charismatic Iimage and voice, he convinced the ”sister assoclahon” to choose a person who 1s both safe and 1nferesting, as welÏ as choosing Baemm to eat a dish that 1s both deliclous and Inũimate

« Using Baemins unique font brings friendliness and uniformity with color, with the feature of the font set being for Vietnamese letters, limiting the heipht for all accented letters, to the standards The theme 1s fully displayed

to convey the message "no need to go to restaurants far to enJov delicious food, nearby restauranfs are also deliclous and get a discounf of 60%” Channel: Youtube, Instapram, Facebook, OOH

Message: Quán ngon quận mình, Vừa ngon lại vừa gần khao 60%

Decoding: Based on each customer's experlence area, there wIll be different ways to encode the message, they w1ll understand the message that Baemin wants to convey to

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the recIpients, which are orders placed at shops and restauranfs In the city The area In which the customer 1s living wiÏÌÏ receive a discount of 6092

Choosing a restaurant person 1s like choosing a lover Should women love safe or 1nteresting, Just like hungry, should eat at a good restaurant or a nearby res(aurant? Establish customers' thoughts and perceptlons about food choIces throuph emotlons, causing them to act on campaign goals Choose a man like only women can answer, choose a restaurant that 1s both delicIous and Intimafte, let BAEMIN take care of itÍ Receiver: All customers but mainly female customers and residents of each district In Saigon and Hanoi

Noise:

« Interrupttons caused by other TVCs, network connectons, watching two TVCs

at the same time

« - External factors when viewed such as: sound of vehicles, volces of family and

friends

Feedback: The clip created a debate about women, about love, cleverly 1nteprated 1n choosing a restaurant, resultng In the campalgn receivineg l],410 comments, praise and critIcism, making the clip become viral Top 7/10 featured campaigns on social networks in May 2020 (according to Buzzmetrics report)

Response: creating debate 1n the online commumty, the TVC segment became viral

on the online commumty, improving brand awareness In the market, achieving high communication effIciency

Question 2: CASE STUDY

1 Introduction

2 Overview of the company

Puma SE (offieial brand name PUMA) 1s a laree German multinational company with 1s headquarters in Herzogenaurach, Bavaria, Germany The company was founded In

1924 by Adolf and Rudolf Dassler with the origimal name Gebrider Dassler Schuhfabrik PUMA specializes im the production of fashion shoes and sports shoes for football, running, gym trainng, golf and motor racing PUMA reflects a 65-year historv of creating agile product designs for the fastest athletes on the planet and pursuing whatever comes nex(, in terms of performance Innovatlon, cultural trends, fashion and style With sales of more than 5 billion euros and a total staff of about 14,000 by 2020 The brand now distributes produet lines im mơre than 120 countries and 1s distributed in Vietnam by Maison JSC

3 Vision - Mission - Core Value

Puma”s Vision Statement

Puma”s corporate vision 1s “to be the most desirable and sustainable Sport LIfestyle company 1n the world.” This vision statement aliens with “PUMA Vision,” which 1s the corporaton”s main thrust for 1s sustainability efforts The followimg are the components of Pumaˆs corporate vision statemen(:

1 Most desirable

2 Most sustainable

3 Sport Lifestyle company

4 Worldwide stratepic positioning

Puma”s mission Statement

Puma”s corporate mission 1s “to be the Fastest Sports Brand 1n the world.” This mission s(atement 1s encapsulated In the company”s mantra, “Forever Faster,” which hiphliphts the stratepic aim of being ahead of the competiton In the sporting goods, apparel, and accessorles Industry In this repard, Puma”s corporate mission statement has the following main componens:

l1 Fastest

2 Sports brand

3 Worldwide market reach

Puma”s core value

Puma core values comprlse “be brave, confident, determined, and JjJoyful” The company adopted the values that characterize the best athletes 1n the world to make 1t clear that this brand 1s at the same level That 1s 1ts Identify

4 Overview Puma Fast Rider products

The Fast Rider was developed by the son of founder RudolfÐ Dassler, Armin A Dassler, in the I980s The "Fast Rider", a milestone im PUMA sports shoe đevelopment, was developed by shoe techniclan Armin Dassler, who implemented the inpemious Idea for the PUMA “Federbein” sole m a Jogging shoe, known ÍOr 1s cushioning propertles

The upcoming Fast Rider OG features the shock-absorbing Federbem outsole with a rider foam midsole for hiph rebound It comes 1n the original vibrant, 80ˆs Inspired colorways and includes a liphtweipht upper made out oŸ breathable nylon with suede overlays, mimmimmal padding and lining

1.4 Target market: Vietnam

2 ỨMC objectives

2.1 Target

Puma Fast Rider 1s an old product of fashion company Puma Therefore, marketing campaigns 1n general as welÏ as communicahion m particular w1ll focus ơn building an anclent but modern product Image 1m the minds of sneakerheads and sports enthus1asts and vintage style

2.1.1 Business øoals and marketing øoals

Business obJectives:

„ - Add 600,000 new customers to buy and use Puma Fast Rider products

Marketing obJectIves:

» _ Increase the level oŸInteraction with the brand

« Increase consumer loyalty to the product

« - Reach 500,000 new customers

« - Reach 100,000 loyal customers and use the brands Puma Fast Rider products

«Ö Can connect Puma wi(h the síyle and fashion philosophy of Generation Z and Millenmials of Vietnam

3 Target Audiences

3.1 Main Target Audience

Target customers: Middle-class people

e - Fashion 1s an important factor 1n thetr liíe

e - Passlon for oÏld things (retro trend) Perception:

e - Easily Influenced by Iimages of famnous people and often follows the crowd

e - Tends to follow emergIng movemers,

Customers of Generation Z, Customers of the Millennials

Demographic Occupation Student Freelancer, office worker, sports athlete

Lifestyle A modern, active lifestyle that likes sports, updates | Modern, active, healthy lifestyle, updated with many

with many new trends and refines herself, likes to new trends and refined for yourself

show off

Urban areas and large citles are w1lling to buy Urban areas and large citles are w1lling to buy

Psychology e _ Focusing on produc(s with beautifl designs, e _ Focus on hiph-quality, comfortable,

convement products that 1nfluence brand Ífactors

e - Fashion 1s essentfial 1n their life

e _ Passlon for old things (retro trend) Perception:

« _ Having their own stance, less inuenced by trends and less following the crowd

e - Qualify and design are more mportant than pce

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Information Personal sources (friends, colleapues, family, Personal sources (friends, colleagues, famly, SOUTCeS relatives, word of mouth), relatives, word of mouth),

Commercial sources (stores, advertIsing, Internet, efc.)

And public sources (radio, television stafIons) 1mages, newspapers, electronic newspapers and websites/web portals, soclal networks)

Commercial sources (stores, advertIsing, 1nfernet, efc.)

And public sources (radio, television staflons) 1mages, newspapers, electronic newspapers and websites/web porfals, soclal networks)

3.2 Supported Target Audience

- Products continuously develop and stabillze every year

- Support for manufacturers 1n terms o storage, transportation, and display

- Phere 1s a source of goods to fully supply to the distributor

Behavior

- There are promotions for consumers

- Buy multiple products from the manufacturer at điscounted quantity prIces

- Groups, forums about sneaker and fashion

- Fan pages about sports shoes, fashion on social networking sites (GTV, Kem MedIia, Lạ Sneaker)

Expected benefits - Informatlon abouf new produects

- The storIes and historv of the product's formation

- Model, material, color of the produet

- Famous brands mm the world Behavior - Provide Information to members of the proup

- Create topIcs for public discussion

- Give opimions as well as opImons about the product

- Conveying the Big Idea of the product 1s "Old But

Cool” this creates an assoclation of classic but cool

that stimulates customers' curIosity

- To attract and reach at least 3,000,000 customers

Tiafionw1de

- Reach at least 50% of customers who are aware of and understand the retro style of Puma Fast Rider products

- Make the product continue to become the Top of mind of the target customer compared to the Retro shoe lines of competitors

(01/02/2022 - 28/02/2022): and consumers: about the classic style

that PUMA Fast Rider products bring

- Bnnging back the classlc 1n style of Gen Z and Gen Y

- Reach 500,000 new cusfomers

Goals - Create awareness with the product Puma Fast Rider | - Promote customer I1mteraction with | - Increase the loyalty of new customers to the

for young people and Gen Y 1s prepanng for Tet | Puma East Rider products, Increase the | brand

holiday in Vietnam number of people consuming the[- Connecing Puma and the fashion

- Emphasizing product image positioning in retro | Product phlosophy of Generation Z and Vietnamese

style but fresh and representing modern lifesfyle - Increase exclemení, love with the | Millenmals

product

Objectives | (01/01/2022- 31/01/2022): - lmpact on the perception of soclefy |- The campaign will focus on reminding

consumers about the product 1m order to achieve the Conversion rafte goal of 403%, converfing the number of customers who want

†o use 1t Into customers who actually use Puma Fast Rider products

- Build campaigns with the goal of connecting between PŨMA and target customers

- Reach 100,000 loyal customers and use the brand's Puma Fast Rider products

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- Reach at least 1800000 customers affter

approaching and product awareness will swlích to Likmg

- Reaching 33,000,000 hits on mass media

Strategles | - Performing viral activities, launching T'VC to raise | Increase the touchpoint between target | Build a playground for target customers,

awareness about Puma Fast Rider products customers with Puma Fast Rider | Increase brand value 1n the users mind At the

- Carry out advertising activities on social networking | Products, driving buying behavior and | same time, increase the level of trust and platforms of target customers, conveying the classic | first-time use loyalty of target customers

spirit of the product

Tactics (01/01/2022- 31/01/2022): - Building sales promotion programs | - Banners, pos(ers at Puma stores

- Building and deploying TVC - Reach target customers throuph | - Deploying new TVC

- Making advertising LED screens, posíers 1n Influencers / KOLs on Instagram, Tïk | - Promote products at Sneaker Fest

apartment builđings, commercial centers and banners | {ok, youtube platforms to get their[_ p2 motion srategy, đỉscount to celebrate

on mass media niche "Fathers day"

(01/02/2022 - 28/02/2022): -_ Continue to advertise 1n the media

- Building and đeploying viral clips - SpOTSOT the Color Mc Run 2022

- Promofions and discounts for Tet events festtval event, with coupons Included

- Promotions and điscounts for "Back to school"|” There are product promofions on e-

everfs at stores and on e-commerce platfforms commeree platformns

- Launch of posters, banners on stores and on Puma Viet Nam website

Tools Advertising, Sale Promotion, PR Advertising Sale Promotlon, PR,|Advertisinpg Sale Promotion, PR, Direct

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SOUTC© Đen Vâu

Character « - Has a classic, simple fashion style

« - Rapper, Infuencer, Model

« - Having a greatInfluence on the Vietnamese music listener commum(y, espec1ally the GenZ, and GenY generations Key Old But Cool

messàe

Content | The video begims with the volce of Đen Vâu saying "When do you

look so COOL?" Afler returning home and thinking about how to dress cool and finding himself in the wrong direction, he pradually lost his Ideas and didnt know how to get out of the deadlock about not shaping himself own style Ơn the way, he suddenly saw a large øroup of young people gathered and freestyled rap verses and he was curious to hear 1t, when he arrived he was recogmized by the youth and

he showed his rapping talent, afier rapping three or four lines., he sradually gaimned confidence and comfort like im the early days, and In the next scene when the music sradually started to grow louder, he was standing on the big stape with the audience cheering 1m his casual and comfortable clothes with PUMA Fast Rider shoes Finally, the key 1s to define Cool with Puma with Fast Rider "Old But Cool”

« Influencer, Rapper

« - Has a hiph aesthetic taste, preatly iniuencing the gene Z

Key Old But Cool

are performing on sfages with outfifts of đifferent styles, then rece1ve a secret phone call and gather together on a large stàe and on equal feet Brimnging Puma Fast Rider shows the message that all different

personality syles can be combined with Puma Fast Rider

Den Vau x Puma Fast | HCMC: Nguyen Van Troi 02/01/2022 - Billboard Rider image with the €rossroads

31/01/2022 message "Old but Hanoi: Khuat Duy Tien

Den Vau x Puma Fast

02/01/2022 - Rider image with the | HCMC: (Saigon Center, 31/05/2022 message "Oldbut | Vincom Dong Khoi, Van

Metropolis, Vmcom Tran Duy Hung, Royal City) Sale Promotion

30/01/2022 uma to c©l€Ðral9 | Vincom Dong Khoi, Van

Atstore Tct`, free masks Hanh Mall, Crescent Mall)

Promotion for the Hanoi: (Vmmcom Metropolis, 07/02/2022 - 14/02/2022 occasion of “Back to ; « Vincom Tran Duy Hung ?

PR - Community

Fanpage Facebook, Post an Introduction Instagram about the upcoming

0 n8, and Website productn Vietnam 58.000

of Puma Puma Fast Rider

Fanpage Post Tet greetIings and

03/01/2022 SNKRVN product Puma Fast 5.000

life column 'Vietcetera online Introducing the new Atleast 03/01/2022 | newspaper, product Puma Fast 10.000

life column

Ta Introducing the new Atleast

03/01/2022 | EWSPAP product Puma Fast

section 03/01/2022 Electronic Insert poster about the At least

newspaper | combinaflon ofrapper 10,000

“ĐẸP” Den Vau's image with magazIne, Puma Fast Rider, and fashion Interview artIcle about

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