END OF COURSE ESSAY INTEGRATED MARKETING COMMUNICATIONS (IMC) IMC plan for PUMA ( in purpose to launch PUMA fast rider collection in vietnam market )

Question 2: IMC Plan for PUMA in purpose to launch PUMA Fast Rider collection in Vietnam market ..... Question 2: IMC Plan for PUMA in purpose to launch PUMA Fast Rider collection in

MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING

FACULTY OF MARKETING

END OF COURSE ESSAY: INTEGRATED MARKETING

COMMUNICATIONS (IMC)

Class: CLC_19DMA09 Code: 2111702049709 Majors: Integrated Marketing Communications (IMC)

Lecturer: MS Nguyen Thi Minh Ngoc

MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING

FACULTY OF MARKETING

END OF COURSE ESSAY: INTEGRATED MARKETING

COMMUNICATIONS (IMC)

Class: CLC_19DMA09 Code: 2111702049709

Đỗ Ng c Tu n Anh ọ ấ 1921005341 Nguyễn Văn Tuấn Anh 1921005357

Lê Nh t Huy ậ 1921005450 Hoàng Ng ọc Bả o Anh 1921005347

TP Hồ Chí Minh, 2021

THE MEETING VERSION ASSESSING THE COMPLETION OF THE JOB

1 Mode: Online meeting

2 Members present: Full

3 The member is absent / Reason: No

4 Chair of the meeting (Team leader): Do Ngoc Tuan Anh

5 The evaluation results are agreed and summarized as follows:

TABLE OF CONTENTS

1 Question 1 1

1.1 Explain the communication process 1

1.2 Using a sales promotion activity that you have seen/ heard recently to demonstrate the process 1

1.2.1 Sender 2

1.2.2 The source 2

1.2.3 Encoding: 3

1.2.4 Message 3

1.2.5 Channel 3

1.2.6 Decoding 4

1.2.7 The Receiver 4

1.2.8 Response 4

1.2.9 Feedback 4

1.2.10 Noises 4

2 Question 2: IMC Plan for PUMA ( in purpose to launch PUMA Fast Rider collection in Vietnam market ) 5

2.1 Introduction 5

2.1.1 Shoe market in Vietnam 5

2.1.2 Trends and Behaviors of GenZ and GenY : 5

2.1.3 Introduction of PUMA 6

2.1.4 Introduction about the collection: 6

2.2 IMC objectives 7

2.3 Target audiences 7

2.3.1 Target audiences 7

2.3.2 Relevant target audiences 8

2.4 Program 9

2.4.1 Creative strategy: 9

2.4.2 Media Strategy: 10

2.4.3 Detailed action plan 11

2.4.3.1 Advertising 11

2.4.3.2 Personal selling 17

2.4.3.3 PR 18

2.4.3.4 Sale Promotion 20

2.4.4 Timeline and budget 23

2.5 Measurement and control 24

2.5.1 Advertising: 24

2.5.2 Personal selling 25

2.5.3 Sale Promotion 26

2.5.4 Pr 27

TABLE OF FIGURES

( not include figures in appendix ) Figure 1 Poster of Sale promotion program of GUMAC 2Figure 2 :PUMA Fast Rider Billboard presumption ( For illustrative purposes only ) 13Figure 3 :PUMA Fast Rider Poster presumption ( For illustrative purposes only ) 14Figure 4 Puma discount code 22Figure 5 Price off deal poster 22

TABLE OF TABLES

( not include tables in appendix )

Table 1 : Target audiences 7

Table 2 : Expense plan table 19

Table 3 Press release plan 19

Table 4 Puma genuine stores in Viet Nam 20

Table 5 Implementation 23

Table 6 total Budget 24

Table 7 :Contingency plan of advertising 25

Table 8 Contingency plan of Personal selling 25

Table 9 : Contingency plan of Sale Promotion 26

Table 10 : Contingency plan of PR 27

1 Question 1

1.1 Explain the communication process

The communication process ( figure in appendix 1 ): The communication is a

dynamic process that begins with the conceptualization of ideas by the sender who then transmits the message through a channel to the receiver, who in turn gives the feedback in the form of some message or signal within the given time frame It include several elements:

• The Source/Sender: This is the person or organization that has information to

share with another person or group of people The source may be an individual

or a nonpersonal entity

• Encoding: The process of putting thoughts, ideas, or information into a

symbolic form

• Message: This contains the information or meaning the source hopes to

convey It may be verbal or nonverbal, oral or written, or symbolic It must be put into a transmitted form that is appropriate for the channel of

communication being used

• Channel: This is the method by which the communication travels from the

source or sender to the receiver

• Decoding: This is the process of transforming the sender’s message back into

thought It is heavily influenced by the receiver’s frame or reference or field of experience, which refers to the experiences, perceptions, attitudes, and values

he or she brings to the communication situation

• The Receiver: This is the person(s) with whom the sender shares thoughts or

information They mainly are the consumers in the target market or audience who read, hear, and/or see the marketer’s message and decode it

• Response: This is the receiver’s set of reactions after seeing, hearing, or

reading the message

• Feedback: This is the part of the receiver’s response that is communicated

back to the sender

• Noise: This is the unplanned distortion or interference, it distorts or interferes

with the message that affects the receiver’s reception

1.2 Using a sales promotion activity that you have seen/ heard recently to

demonstrate the process

Illustration by a sales promotion activity of GUMAC

Figure 1 Poster of Sale promotion program of GUMAC

Poster for the sale of the New Year's Eve sale program of the fashion brand GUMAC

Event time: 16:00 on January 26 - 21:30 on February 8

1.2.1 Sender

GUMAC JOINT STOCK COMPANY

The company was established in August 2015, GUMAC is the fastest growing

fashion brand in Vietnam with a store system with nearly 90 showrooms nationwide

1.2.2 The source

The model featured on the poster was chosen for:

Source Credibility: Models are not only young and beautiful She doesn't have any

scandals so her image is very reliable with customers

Source Attractiveness:

Similarity: Models create similarities between themselves and the recipient of the message that when they buy GUMAC products they will be able to dress as good as this model

Likeability: Affection for the source resulting from physical appearance

Source Power:

Perceived scrutiny: The image of a model wearing GUMAC's outfit brings customers excitement and better understanding of the product This makes customers have a more positive view when deciding to buy the product

1.2.3 Encoding:

Verbal: Written word

GUMAC: Brand name

Sale ends to celebrate Tet - 50% off all products: the meaning GUMAC wants to convey the message that GUMAC will discount all products by 50% for customers to buy Tet items With a design that emphasizes the 50% figure of the entire product to make the receiver notice at first sight

Graphic: Drawings

Pictures: The poster design with red and apricot flowers in the lower right corner

creates an association with Tet holiday, the fabric in the background and the model (the source) create an association with fashion and how the receiver will look alike when they use GUMAC fashion

Appeal: Both logical, rational minds of consumers and to their feeling and emotion,

GUMAC designed a poster to inform (news) that the status of all GUMAC products will be discounted by 50% (price) in the future, slogan Sale sold out Tet holiday creates excitement and demand for customers who want to buy Tet holiday items

Execution: Straight sell and Imagery combination style: Introducing that GUMAC

will reduce all products by 50% and the graphic design and images create an

association with the Tet season and GUMAC's fashion and products when used by customers

1.2.4 Message

Mainly, GUMAC wants to inform customers that they will reduce the price of all products by 50% during the time before Tet so that customers can buy goods to welcome Tet, besides that customers will look like models when using GUMAC's fashion

1.2.5 Channel

Non-personal Facebook Social Media Advertising: While social media advertising may be Non-personal or personal, this Poster is aimed at a large audience of not just isolated individuals, however if Customers feedback and receive advice from

GUMAC's staff when interacting online on social networks or calling this event after communicating will be personal interaction (Personal channel)

Includes both personal and non-personal

A part of GUMAC also targets WOM, the word of mouth communication between individual receivers when they receive a message will spread to people around them such as friends and relatives when they receive a message from GUMAC

1.2.6 Decoding

Receiver when receiving the message will decode this message simply that GUMAC will reduce the price of all their products by 50% before Tet holiday, and customers will also think about themselves when using the product GUMAC product after seeing the model image

1.2.8 Response

Excited to consult and buy fashion at GUMAC's store or inform relatives and friends

to discuss this event

1.2.9 Feedback

Click interested in the event, interact, comment on this poster's article, visit

GUMAC's website to view discounted products, message directly or call a GUMAC consultant, buy online Visit a GUMAC store or order online

1.2.10 Noises

Posters, other images on Facebook, negative comments, messages from friends on facebook, poor network signal, difficult to download posters, unexpected phone calls

or words negative effects of close relatives, thoughts or current status of the receiver

such as running out of money, poverty, out of closet space v

2 Question 2: IMC Plan for PUMA ( in purpose to launch PUMA Fast Rider collection in Vietnam market )

2.1 Introduction

2.1.1 Shoe market in Vietnam

The shoe market in Vietnam is one of the largest and most dynamic markets

According to Statista data,

In 2020, the COVID-19 pandemic had a severe impact on the world footwear

business, with production down 15.8% (equivalent to a decrease of nearly 4 billion pairs) compared to 2019, reaching 20.5 billion pairs Despite the impact of COVID-

19, the geographical distribution of footwear production in the world is not affected Vietnam accounts for 10.2% of the world's total footwear exports The world's total footwear exports in 2020 reached 12.1 billion pairs, down 19% from the previous year, the lowest in the past 10 years The COVID-19 pandemic has disrupted

international value chains, leading to a decrease in the share of exports, from 62% in

2019 to 59% in 2020

Vietnam ranks second in the world in terms of footwear exports, with exports

reaching 1.233 billion pairs in 2020, the first time Vietnam surpassed 10% of the world's total footwear exports (accounting for 10.2 million pairs) %), an increase of 4.4 times compared to 2011 (accounting for 2.3%, with 316 million pairs of shoes exported)

The population structure is golden, the average income is increasing rapidly, and the growth rate of the middle class in Vietnam is also among the fastest in Asia

According to Nielsen and VBA, in 2020 there will be about 33 million middle-class consumers under the age of 30 and will spend approximately $173 billion It can be said that the shoe market in Vietnam is a large and growing market with strong

buying power

Market characteristics: Due to the increasing demand for fashion products, along with the personalized style of young customers, leading to footwear brands in the market Vietnam must continuously launch new products to meet the needs of consumers It is for this reason that the life cycle of footwear products is being shortened

2.1.2 Trends and Behaviors of GenZ and GenY :

According to statistics, in Vietnam, the Millennials (25-38 years old) and Gen Z

(18-24 years old) or collectively known as MillenialZ currently account for 47% of the country's population (45 million people) and are becoming employees The main factor contributing to the development of the current digital economy

Habit of using shoes :

Gen Y tends to use domestic brand shoes (Bitis, Ananas ), focusing on durability and foot protection Do not pay too much attention to the outer appearance of the shoes Gen Z tends to use imported shoes like Nike, Converse… Focusing on outer style, affirming their own value and quality through their shoes Spending money when buying a pair of shoes:

Gen Y and Gen Z both have different ways of thinking and using money While both are concerned about the quality and design of the shoes to serve their own travel needs Gen Y only buys shoes that can highlight the highlights and interesting things that shoes bring Gen Z will want to buy and own shoes with youthful and dynamic designs, expressing their ego or meeting their personalization needs (Example: you can customize the shoes according to your preferences)

Hobbies to shop for shoes online :

Currently there is an outbreak of the Covid pandemic, restricting travel Both

generations tend to shop online to protect their health

Gen Y tends to thoroughly research shoe products on websites before making a purchase, mainly paid in cash Gen Z has a liberal personality and spends heavily on shopping Rich kids may be willing to spend money on famous brands like Nike, Adidas, Puma, mainly pay by e-wallet or card

2.1.3 Introduction of PUMA

Founded in 1948 by Rudolf Dassler, PUMA is a German multinational corporation headquartered in Herzogenaurach, Bavaria, Germany PUMA is one of the world's leading sports brands that design, develop and sell footwear, apparel and accessories For more than 65 years, PUMA has produced innovative products for the fastest athletes on the planet PUMA specializes in the production of fashion shoes and sports shoes for football, running, gym training, golf and motor racing PUMA also has exciting exclusive collections in partnership with renowned designers such as Staple, Stampd and Trapstar to introduce the most innovative and fast-paced designs

to the world The PUMA Group owns the PUMA brand, COBRA Golf and its

subsidiary Dobotex PUMA currently distributes product lines in more than 120 countries and employs more than 13,000 employees worldwide

Vision: Focus on making the company an industry leader, with a focus on

sustainability

Mission: To become "The fastest sports brand in the world"

2.1.4 Introduction about the collection:

PUMA Fast Rider is a sports shoe collection inspired by the design of running shoes

in the 1980s with a modern design Over time and the prevailing fashion trend Fast

Rider gradually turned to the street genre, putting on a bit of streetwear direction This comeback, PUMA has reincarnated Fast Rider into 2 different colorways:

Original '80s retro-styled blue and yellow Now also featuring '80s Casual Classics in updated black/orange, the OG silhouette features an original running style early 1980s model Highlights include a combination of suede and mesh for the hat with the iconic Federbein outsole design for traction, stability and grip Other features include famous racetrack branding in leather along with gilding on the side walls The PUMA Fast Rider is a great OG shoe that complements any classic trainer fan's wardrobe ( figure of PUMA Fast Rider collection in appendix 2 )

2.2 IMC objectives

(Base on pyramid of Communication effects ( figure in appendix 3 ) and business

objective (600.000 purchase ))

Implementation time: 1/1/2022 30/6/2022–

Awareness: Create awareness about PUMA especially PUMA Fast Rider collection

by 23,1% of target market (Generation Z and Millennials - gen Y) in VietNam

Knowledge: Provide knowledge about PUMA and PUMA Fast Rider collection by

18% of target market (Generation Z and Millennials - gen Y) in VietNam

Liking: Achieve liking of PUMA Fast Rider collection by 10,3% of target market

(Generation Z and Millennials - gen Y) in VietNam

Preference: Achieve preference of PUMA Fast Rider collection by 6,4% of target

market (millennialz - gen Z and gen Y) in VietNam

Purchase: Achieve 1,3% of target market ( Generation Z and Millennials - gen Y )

purchase the product of PUMA Fast Rider collection

2.3 Target audiences

2.3.1 Target audiences

Table 1 : Target audiences

Factor Target audiences: 1

(Gen Z)

Target audiences 2: (Gen Y) Geography Accommodation Living in Vietnam Living in Vietnam

Demographic

Marital status Not married Single or married

Job Mainly student, college

up to date

Having a mature way

of thinking, preferring minimalism, sustainability, safety, and comfort Practice

sport

Concerns Study, entertain,

appearance Work, family, health

Behaviors

Purchase method

Enjoy shopping online through e-commerce platforms: Lazada, Shopee… or the company's website Also, buy at the store

Like to go shopping online through e-commerce platforms: Lazada, Shopee… Or buy at the store

Purchase frequency More than 2 times/year 1 time/year Type of device

used Often use smartphone

Use phone, desktop, laptop

2.3.2 Relevant target audiences

❖ Employees of the Firm: The people who strive, strive and unite to help

PUMA company become more and more popular with customers

❖ Community members: The group of people who love sneaker are Gen Z and

Gen Y living in big cities in Vietnam

❖ Media: PUMA develops relationships with large, long-standing, highly

reputable online newspapers in the field of shoes and fashion

❖ Educator: Influencers ( mainly focus in Fabo Nguyen and Duyet fashion ),

groups, fanpages and organizations specializing in shoes in Vietnam

Fabo Nguy n: ( figure in appendix 4 )ễ Real name is Nguyen Ngoc Tuan - Born in

1987, he is one of the most prominent rich kids in the Vietnamese hypebeast

community, when he owns his own Youtube channel named after himself with the main content of specializing in sharing life, breaking boxes brands but especially rare

and expensive sneakers, In particular, the guy has a strong love for sneakers, plus his wealth has turned him into a real player and respected by young people in the world

Duyet Fashion: ( figure in appendix 5 ) Real name is Pham The Duyet, born in

1995 in Phuc Le, Hai Phong In 2015, he started his journey to study in Germany and start a business In a developed economy like Germany, it is easier to have sneakers

On his Youtube channel, Duyet always reviews the latest shoes of famous sportswear brands around the world Typically Yeezy, Nike or Louis Vuitton Moreover, he also took the time to explain the hot words on the online community and also explain the topics that are of interest to the fans

Create a brand image :

With a mission to be the "World's Fastest Sports Brand", reflecting a 65-year history

of creating fast product designs for the fastest athletes on the planet and pursuing whatever comes next, about performance innovation, cultural trends, fashion and style PUMA captures the insight of customers who are mainly Gen Z and Gen Y, thereby resurrecting the retro-style PUMA Fast Rider product that is popular among young people, and at the same time bringing maximum performance to their feet the user, the maximum speed of the human body Bringing to the future a timeless

product that has been a huge success in the past, setting a trend in retro sneakers with speed-enhancing performance proven by past success to the future

Big Idea : FTL-Faster than light

Slogan: <Tốc độ vượt thời gian=

Explanation: PUMA Fast Rider, with its maximum acceleration design and retro

style of the past, bends space to the future at speeds faster than light (Known by Gen

Y and Gen Z consumers) This is from sci-fi movies that transcend space and time at

a speed faster than light), giving users an experience that transcends self-perception

from the past in a retro style, reaching a speed that you have never reached before, worthy of PUMA's mission "World's fastest sports brand"

2.4.2 Media Strategy:

❖ Advertising:

TVC: Cooperated with a famous player in Viet Nam (Quang Hai) to collaborate on a

TVC advertisement for the PUMA Fast Rider collection, contributing to attracting attention and increasing the liking of target audiences objectives of the IMC plan Once completed, this TVC will be posted on social networking platforms such as Youtube, Facebook, Twitter, etc where PUMA's website is located in Vietnam

Billboard : continue to work with the selected player to build TVC and design an

advertising billboard for the PUMA Fast Rider collection contribute to creating attention and increasing liking for the target audience of the IMC plan.Billboard will

be rented on major roads in the area of 2 big cities, Ho Chi Minh City and Hanoi

Poster :continue to work with the selected player to build TVC and design a

promotional poster for the PUMA Fast Rider collection contribute to creating

attention and increasing liking for the target audience of the IMC plan Once

completed, this poster will be posted on social networking platforms such as

Youtube, Facebook, Twitter, etc where PUMA's website is located in Vietnam

Influencer marketing: Cooperate with today's famous and influential influencers in

the shoe fashion industry or have a wide influence on Gen Y and Gen Z (Fabo

Nguyen, Duyet Fashion, Cotton Purple, Phi Vi, Bui Tan Truong) to work Active on social networks youtube and tiktok and even facebook For the purpose of

cooperation for them to review or try the products of the PUMA Fast Rider collection and post the video on Youtube, Tiktok , post videos in general, then cooperate and continue to let them post a review of PUMA Fast Rider on their fanpage or personal page on Facebook, Instagram

❖ Personal Selling:

Create a team of professional customer consultants in social networking platforms with PUMA's website and e-commerce platforms, helping to convince customers to choose PUMA products in general and PUMA Fast Rider collection in particular at the same time helps customers better understand the product and increases customer preference for PUMA Fast Rider collection

❖ Sale Promotion:

Contest: Primarily evaluate the ability of Puma's sales staff to promote the company's

sales

Coupon: Offer coupons - stimulate consumer shopping behavior To collect data of

potential new customers for the company through surveys on websites

The idea is that the company will give 10% discount for each discount code

Price-off deals: Create a big sale day 5/5 to attract the attention of customers

Experience being immersed in a crowd jostling for bargains

Idea: 1000 products on sale 30% - 700 products 20% - 300 products 10%

❖ Public Relations:

Internet :

PR Article: The PR article revolves around the topic "Are PUMA Fast Rider shoes

good, price & outstanding shoe models" Posted on groups, forums

Content:

+ There will be full information about the product, origin, model, and price

+ Current promotions

Sponsor:

The running program to raise funds for students of Ton Duc Thang University

(District 7, Ho Chi Minh City) joined the running track called "Color TDT Run 2022"

Press release:

Media Vehicles: SNKRVN Magazine, Tu i tr Newspaper ổ ẻ

Content: Introduced to young people about the program and brought positive

messages to readers, the program sponsored by PUMA went well

2.4.3 Detailed action plan

2.4.3.1 Advertising

Advertising objectives:

Create awareness and interest in the products of the PUMA Fast Rider collection among the target audience 1,2 They often use social networks for work, study and entertainment

Target audiences:

Community member: The group of people who love sneakers are Gen Z and Gen Y

on social networking sites

Media: Major mass media

TVC : (1/1/2022-1/6/2022)

Message : <FTL - Faster than light =

This TVC segment will be used to upload to PUMA's websites in Vietnam on social networking sites such as Facebook, Twitter, Instagram, Youtube,

Scenario : The 1-minute video will introduce the fashion design and structure of

PUMA Fast Rider at the beginning, followed by an introduction to the success of PUMA Fast Rider in the past 1980s, with a scene Quang Hai with PUMA Fast Rider ran at a speed faster than light to pass time from 1980 to 2022, creating the

association that when wearing PUMA Fast Rider, human speed will surpass

perception and limited, and bring PUMA Fast Rider which is a retro shoe of the past

to the future for lovers of Retro style In the end, the message and PUMA symbol will

be shown

(The TVC is hypothetical to create associations Products, characters and scenes, events that may not be the same as the official plan of the group.) ( The TVC will be submitted separately ) (For illustrative purposes only)

Source : Football player Quang Hai ( figure in appendix 6 )

• Source Credibility:

Quang Hai is currently a bright name playing in the position of a striker for the

Vietnamese club and national team and participating in the 2022 World Cup

qualifiers Owns 2.4M Fl on Facebook He has many fans and is invited by

companies to represent advertising campaigns

• Source Attractiveness:

Similarity: He often wears sneakers when going out to hang out and exercise Those who buy the product will have a preference for wearing sneakers like Quang Hai Likeability: Being a famous and classy player He participated in professional

matches, won many titles and achievements and was loved by everyone

• Source Power:

Perceived scrutiny: Changing customers' buying behavior, creating trends, helping customers understand product characteristics through his images on TV ads to help customers enjoy and choose to buy products

Appeal style : Rational and emotional combination : an introduction to PUMA Fast

Rider design, function and usage along with creating a feeling of excitement when buying a shoe that has been successful in the past and will make the customer himself feel the dynamism and speed in them when wearing PUMA shoes

Execution style : State the design, use, structure and past success of PUMA Fast

Rider ( Straight-sell ), Describe the situation of using PUMA Fast Rider shoes when running ( Demonstration ) , passing time from 1980 to 2022 at speeds faster than light

when wearing PUMA Fast Rider shoes (Imagery) conjures up the speed viewers will have when wearing shoes

Billboard

Figure 2 :PUMA Fast Rider Billboard presumption ( For illustrative purposes

only ) Billboard design: Quang Hai player design brings PUMA Fast Rider running from

the past (1980) successful year of PUMA Fast Rider to the future (2022) on 2 photo backgrounds with fast-paced effects following the model the feeling of speeding faster than light transcends time The slogan "Faster than light" is embossed on the Billboard along with the words PUMA Fast Rider brand and the white leopard logo

of the PUMA brand

Message: <Faster than light=

Appeal : rational and emotional combination appeal style : helps viewers see that

PUMA Fast Rider is a successful shoe brand of the past that has come to the future with the function of PUMA Fast Rider to help users have faster speed and feel Classic retro fashion feel, creates a feeling of dynamism and excitement when using PUMA Fast Rider products

Execution :Imagery: create associations about the speed of PUMA Fast Rider and the

success of the past leading PUMA Fast Rider to the future

Poster :

Figure 3 :PUMA Fast Rider Poster presumption ( For illustrative purposes only

)

Posters will be posted at PUMA stores in Vietnam, in addition, the cover photos of PUMA's websites in Vietnam on these social networking sites will all be converted into promotional posters for PUMA Fast Rider

Design of poster PUMA Fast Rider: Design similar to BillBoard (designer Quang Hai brings PUMA Fast Rider running from the past (1980) successful year of PUMA Fast Rider to the future (2022) on 2 background images with The fast-paced effect behind the model creates the impression of speeding faster than light through time.The slogan <Faster than light= is embossed on the BillBoard along with the PUMA Fast Rider brand words and the newspaper logo white of PUMA brand)

Message: <Faster than light=

Appeal: Rational and emotional combination appeal style: Helps viewers see that

PUMA Fast Rider is a successful shoe brand of the past that is now coming to the future with the function of PUMA Fast Rider to help users have faster speed and feel Classic retro fashion feel, create a feeling of dynamism and excitement when using PUMA Fast Rider products

Execution: Imagery: create thinking about the speed of PUMA Fast Rider and the

success of the past leading PUMA Fast Rider to the future

Influencer marketing

The time to start cooperation with influencers is from February 1, 2022 until February

28, 2022 is the deadline for influencers to complete the video script, review, send the script to PUMA for approval, and post the video, review article online )

In this section, focus on the PUMA Fast Rider review video in 2 Youtube and Tiktok channels for the sources analyzed in each item, in addition to negotiating the posting

of PUMA Fast Rider product reviews on 2 social networking sites Facebook and Instagram for sources Scripts for building video reviews on Youtube, Tiktok and PUMA Fast Rider product reviews on Facebook and Instagram will be scripted by Youtubers and Tiktokers, but the script will have to include an introduction to

success of PUMA Fast Rider in 1980 along with the shoe's retro-fashion design and accelerated construction

At the same time, as a gift for KOLs, Influencers can rent PUMA Fast Rider products with standard measurements of their choice so that if they have the opportunity to wear these shoes, they will promote PUMA products at a low cost

797,000 subscribers and is trusted by many fans

➢ Source Attractiveness

Similar: As one of the famous shoe players in Viet Nam, owns his own Youtube

channel named after himself and the content he is aiming for is sharing life, unboxing branded goods or collecting expensive and branded sneakers and rare

Familiar: Fabo is no stranger to GenY and Gen Z generations because of his

engaging communication and meticulous analysis of products in each of his video reviews

Likeability:Fabo Nguyen owns a tall and prominent figure with a warm voice In

addition, he also has videos to help people in need This makes people more

sympathetic to this reviewer

➢ Source Power:

Perceived concern: Target the segment of customers who are interested in shoe

products and famous brands Attract a large number of followers Specifically, it is easy to convey the meaning and message that PUMA products bring to Gen Y and Gen Z generations

Duyet Fashion (Pham The Duyet) ( famous to Generation Z ) ( figure in

Similarity: is a pioneer in Gen Z, so the way of communication is suitable for the

thoughts of today's youth

Familiarity: I started doing Youtube from 2014 until 2018 before I became known

by many people His review videos can reach nearly 1 million views The influence

of this Youtuber can be seen

Likeability: He has a handsome face, dynamic personality, young and rich

➢ Source Power:

Perceived concern: Positive influence on the viewer Currently, he owns a Youtube

channel with more than 223,000 subscribers, impressed with the branded product review videos of Showbiz Showing that he is inquisitive and has a lot of knowledge about branded goods

➢ Source Attractiveness:

Similarity: He often wears sneakers when going out Those who buy the product will