TIỂU LUẬN TRUYỀN THÔNG MARKETING TÍCH hợp (IMC) QUESTION 1 EXPLAIN THE COMMUNICATION PROCESS

The communication process begins when the source selects words, symbols, pictures, and the like to represent the message that will be delivered to the receivers.. ILLUSTRATION BY SHOPEE’

BÀI TIỂU LUẬN KẾT THÚC HỌC PHẦN

TRUYỀN THÔNG MARKETING TÍCH HỢP (IMC)

Lớp học phần: 2111702049708

Trần Vương Thái Hiếu 1921005432 CLC_19DMA08

TABLE OF CONTENTS

Question 1 _ 1 Explain the communication process _ 1 ILLUSTRATION BY SHOPEE’S SALES PROMOTION ACTIVITY _ 2 PUMA FUTURE RIDER _ 4 IMC PLAN 4 INTRODUCTION _ 5 OBJECTIVES 5 TARGET AUDIENCES 6 PROGRAM _ 11

CREATIVE STRATEGY _ 11 PUMA Future Rider 11

Media strategy _ 12

Advertising _ 12 Sales Promotion 12 Social Media _ 13 Public Relations/Publicity 13

Detailed action plan _ 15

Phase 1: TVC “As if I were a child” 17 Phase 2: Contest “Enjoy childhood games” 18

Timeline and Budget 20

MEASUREMENT AND CONTROL _ 25

Measurement 25 Control _ 25

and channel Four

others are the major

communication functions and processes: encoding, decoding, response, and feedback The last element, noise, refers to any extraneous factors in the system that can

interfere with the process and work against effective communication

The sender, or source, of a communication is the person or organization that has information

to share with another person or group of people The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s

advertisements) or a nonpersonal entity (such as the corporation or organization itself) The communication process begins when the source selects words, symbols, pictures, and the like to represent the message that will be delivered to the receiver(s) This process,

known as encoding, involves putting thoughts, ideas, or information into a symbolic form The encoding process leads to development of a message that contains the information or

meaning the source hopes to convey The message may be verbal or nonverbal, oral or written, or symbolic Messages must be put into a transmittable form that is appropriate for the channel of communication being used

The channel is the method by which the communication travels from the source or sender to

the receiver At the broadest level, channels of communication are of two types, nonpersonal and personal Nonpersonal channels of communication are those that carry a message

without direct, interpersonal contact between the sender and receiver Personal channels involve direct communication between two or more persons and can occur through

Figure: A Model of the Communication Process

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

process is heavily influenced by the receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation

The receiver is the person(s) with whom the sender shares thoughts or information

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

Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception This unplanned distortion or interference is known as

noise

The receiver’s set of reactions after seeing, hearing, or reading the message is known as a

response

Feedback is part of the receiver’s response that is communicated back to the sender

ILLUSTRATION BY SHOPEE’S SALES PROMOTION ACTIVITY

To illustrate the communication process, we use Shopee' sales promotion shown through the following TVC: https://www.youtube.com/watch?v=-EmJh1Fz1pg

The sender of this campaign is Shopee Vietnam, however since the company is not the one who directly spoke the message, the source in this case is Park Han Seo, Tiến Linh and Văn Thanh

Shopee encoded its message by combining 4 forms: verbal, graphic, musical and animation

 Throughout TVC, the verbal form blends spoken and written words

Highlighted keywords “Miễn phí vận chuyển 11 tháng 11”, “11 tỷ xu

voucher”, “Trúng căn hộ cùng Shopee Siêu Sale ngày 11 tháng 11” These keywords, as well as the time of the show "From 20.10 to 15.11," are

displayed on the same screen at the conclusion of the TVC for viewers to easily grasp This information is also synthesized using the Youtube

description Song lyrics “Sale hết ở Shopee” appear twice as a feature

 The 2 main images shown through TVC are coach Park Han Seo using the phone (illustration of consumers who are hunting for sale) and the ball game shown by Tien Linh, Van Thanh under Shopee's shirt

 TVC is presented as a fiery match, fast-paced rhythm, with the voice actor's voice emphasizing, playful The music is energetic and upbeat, and it's

complemented with Shopee's own distinctive notification sound

 The animation features Shopee's signature orange hue, and the basic typeface

is round, square, proportional, and easy to read, allowing viewers to readily notice the image of the phone in use as well as the "super sale" message

Coaches Park Hang Seo, Tien Linh, and Van Thanh's photos were turned into cartoon depictions at the end of the TVC

Message: “ĐÓN CHỜ 11.11 SIÊU SALE - 11 TỶ XU VOUCHER CÙNG CƠ HỘI TRÚNG CĂN HỘ”

 Freeship 0Đ

 11 tỷ xu voucher

 Cơ hội trúng căn hộ

 Campaign run from October 20 to 11.11

Channel: TVC was uploaded on Shopee's official Youtube channel Besides, it also appeared in many other channels such as:

 Nonpersonal: Facebook, Instagram, Billboard, Standee,

 Personal: Email, word-of-mouth,

Decoding: Receivers decoded based on their field of experience, but ideally be able to receive the entire key message

Receiver: Every subject saw and heard the TVC Mainly consumers tend to buy on commerce sites and often use

e-social networks Typically, they are young people from the last years of Gen Y and Gen Z Because the items offered are quite various in categories and sectors, the campaign's target audiences are diversified in terms of age, income, and so on

Noise: The reasons can be varied, such as line speed, receiver distraction,

Response/Feedback: Receivers leave comments and questions about the program, message the fanpage to ask about the program, Number of vouchers used, clicks to learn about the program,

PUMA FUTURE RIDER

IMC PLAN

INTRODUCTION

No one thinks about PUMA without

thinking of the Fast Rider, a legendary

shoe from the iconic brand Fast Rider

was initially released in the 1980s,

when athletics was a prominent activity

and young people were getting into

running Up to now, it has been 40

years, Fast Rider still maintains its form

to re-appear with a new version called

“Future Rider” This new shoe retains

the basic design aspects of the first

generation of Fast Rider, but adds a

touch of freshness with the color

scheme, material, and shock-absorbent

sole

The Future Rider is a casual-cool street

style featuring a slimmer outsole, TPU

heel stabilizer, and lightweight

deconstructed upper with minimal

padding and lining Its styles join

PUMA’s growing FUTRO (future

meets retro) designs where styles from

the brand’s 70+ year archives are

stripped down, rebuilt, and take

inspiration from new digital trends in

culture from now and into the future

The “PUMA Future Rider” IMC plan

that takes place from January 2022 to

June 2022 will combine Vietnamese

cultural elements and FUTRO style

with a target audience of Gen Y and

Gen Z

OBJECTIVES

 Convincing 600,000 new users

 10% increase in sales for PUMA

 Increase PUMA's market share by 10% in Vietnam

 Increase customer preference for products by 20%

 Create awareness and liking for PUMA in an aspirational way that makes PUMA a desire for every Generation Z and Millennials

 PUMA Future Rider will be at the top of hot research and spread rumors by Gen Z and Millennials (word-of-mouth)

 Create awareness of 90% of the target market over a six-month period

 Reaching 80% of the target customers know about the PUMA Future Rider collection after the first media campaign

 Reach 70% of the target audience at

least three times over the same month period

six-TARGET AUDIENCES

Geographic Hanoi, Ho Chi Minh City

Demographic Age: 16 - 30 years old

Incom: From 3 million or more

Psychographic

Lifestyle  Have an urban-ish attitude

 Always want to renew yourself, unleash creativity and freedom to explore

 Easily influenced by new trends and developments in technology

 Busy with college schedules, some have part-time jobs outside, free and less dependent on families

 Likes to wear retro, street, comfortable, trendy clothes

Personalities Easy-going, Self-expression, Open-minded, Rebellious

Behavioral Usage Frequency Medium to Heavy users

Satisfy your need for self-expression

Benefits • Looking for a shoe that meets your walking needs

• Find friends with similar interests and lifestyle

• Likes to be noticed by others

• Be able to express yourself, design your own shoes creatively

Society Desire to live true to their nature, desire to experience many old

products

Reference Groups of Friends, KOLs/Influencers, Groups or Clubs on Social

Media

Family Mainly The family of orientation

Role Status May raise questions and contribute ideas but it is limited by

many factors around: family, school, and society

Personal

Self Concept How much their satisfaction about the cost and value of

product

Psychological

Motivation • They do not want to miss the latest trend

• They want beautiful, good quality, durable shoes

• They want to show their style of dress to friends and colleagues

Barriers • Expensive

• Lack of information

• Low qualityThe taste of the drinks was quite similar, the layout of the product was not attractive

• Low attractivenessThe designs of some shoe models are the same

Belief • Some shoe models will meet quality, design, durability and be able

to express themselves

Attitude Positive attitude:

• Puma brand shoes spreadbrand value

• The shoe size fits the foot, but the experience must be different

• Store has good service, feedback, fast online delivery

Positive attitude:

• Puma brand shoes spreadbrand value

• The shoe size fits the foot, but the experience must be different

• Store has good service, feedback, fast online delivery

Influencer:

Gender Male and Female

Main occupation

Vlogger, Youtuber, Tiktoker, KOLs

Income/ Pocket Money

Over 15.000.000 VND

Psychographic Lifestyle • Love to experience new things, discover new

shoe models

• Keep track of trendy things

• Want to show and affirm their image to the audience

• Build a reputable, honest image with the audience

Personality • Dynamic

• Open-mindedSocial class Middle class

Behavioural Benefit • Trends in choosing quality shoes and clothes at

a price that suits the target audience

• Experience different shoe models

• Willing to try new shoes with new creative styles in front of the audience

The impact on the target

market

• To make them understand clearly about the meaning of the campaign

• To make them express the brand image

• Describe the experience, shoes quality, and shoes service honestly to viewers

• They often recommend places that sell shoes They introduce reputable models of shoes and clothes

Media

Geography Country Ho Chi Minh city

Gender Male and Female

Main occupation

Reporter, Journalist

Income/

Pocket Money

Over 5.000.000 VND

Psychographic Lifestyle • Always searching for the latest update in the

world, the hottest news, the latest trends

• Love writing, doing reviews and feedback

• Not having a certain opinion or self opinion in one new trend

• Easy to be affected by the opinion of the audience, trend

Personality • Dynamic

• Open-minded

• Curious

Social class Popular, Middle class

Behavioural Benefit • They tend to choose shoes that are quality and

affordable

• Wear different types of shoes

• Always love trying new things and experiencing things

• Ready to try on shoes with the latest trends in the area

The impact on the target

market

• Gen Z and millenials often follow the process when buying an item and watch product review videos

• Media is one of the most reachable tools that the Gen Z can see everywhere in their lives: their phone, on the street

• Media can bring both positive and negative motion by the way they convey the messages

• Provide information, attitudes…

• The Gen Z generation uses the media at least 2 hours a day

• They are scared of missing news

=> the media always do update the latest news all over the world

• The opportunity is when users usually do most social networks to create shoe related groups targeting a wide audience for review purposes with attractive and alluring shoe images

• The challenge is that the media is a "double-edged sword", and fake news articles, reviews and rumors can turn a viable business into one that is abandoned by customers

=> Gen Z is rebellious, aggressive but also sensitive, they are strongly influenced by the influence of the media, easily fall in love with a brand and easily abandon a brand and then switch

to another brand

The impact of the target

market

PROGRAM CREATIVE STRATEGY

PUMA Future Rider

The sole of PUMA Future Rider uses rubber material with a nail structure from Fast Rider named Federbein, in addition to

a balance structure at the heel made of TPU The upper is made of super-light nylon material mixed with suede, and the midsole is made of Riderfoam for flexibility and smoothness As a result, the shoes will have a relatively small weight and keep you comfy all day

Color is one of the most appealing aspects

of Future Rider shoes The combination of colors of the 80s and combined with cyberpunk inspirations from the future have made the shoes from PUMA look different & more eye-catching

The sneakers will be available in Puma

stores on January 10, 2020, with a retail price of VND 2,999,000

Hồ Chí Minh

 Saigon Center: L3 - 28, 3rd Floor, Saigon Centre, 65 Le Loi, Ben Nghe Ward, District 1

 Van Hanh Mall: Cells 2 - 10, 2nd Floor, Van Hanh Mall, 11 Su Van Hanh, Ward 12, District

10

 SC VivoCity: Box 39, Floor 1, SC VivoCity Shopping Center, 1058 Nguyen Van Linh, Tan Phong Ward, District 7

 PUMA Ton Dat Tien: 3F - 27, 101 Ton Dat Tien, Tan Phong Ward, District 7

 Vincom Center Dong Khoi: B01-9, Floor B1, Vincom Center Dong Khoi, 72 Le Thanh Ton, Ben Nghe Ward, District 1

I enjoy the conveniences of contemporary

living People are drawn closer together as a

result of technological advancements

However, this is also why I am readily

influenced by pictures of successful

individuals, which puts me under pressure I

wish I could return to being a carefree child

Big Idea: Relive your childhood

Help Gen Y and Gen Z who have just entered

adult life relive with childhood games

PUMA Future Rider combines folk games

with fashion, 90s flair, and modern elements

Key Message: As if I were a child

MEDIA STRATEGY

Advertising

Use UNIQUE INTEGRATED OUTDOOR

ADVERTISING's out-of-home advertising

options, which include billboards, LCDs,

frames, and outdoor LED screens

Unique Media Group is Vietnam's first

integrated outdoor advertising unit, with a

thorough awareness of the industry, a

thorough understanding of all types of

advertising, and the ability to execute

outdoor advertising projects in 63

provinces

Many domestic and foreign units

collaborate with the unit (Japan, Korea,

USA, Thailand, Indonesia ) Hundreds of

outdoor advertising campaigns have been

completed for major brands such as Honda,

Panasonic, Koreno, Vinaphone,

Techcombank, and many more

Posters and Standees will be placed at

PUMA stores during the campaign and

promotion

Sales Promotion

We plan to establish both online and offline sales In-store at PUMA locations in Ha Noi and Ho Chi Minh City Online at Tiki, Lazada, and Shopee e-commerce platforms

In order to promote information for sales efforts, social media, posters, and standees will be utilized