FINAL EXAMINATION REPORT INTEGRATED MARKETING COMMUNICATION (IMC)

- Message: The encoding process leads to development of a message that contains the information or meaning the source hopes to convey.. Sales promotion: ALL-FREE barley-flavored beverag

Ho Chi Minh City, 2021

MINISTER OF FINANCE

UNIVERSITY OF FINANCE – MARKETING



FINAL EXAMINATION REPORT

INTEGRATED MARKETING COMMUNICATION (IMC)

Group’s members:

Trần Văn An MSSV: 1921005335 Nguyễn Hà My MSSV: 1921005532 Cao Thị Minh Nguyệt MSSV: 1921005572 Phạm Ngọc Thu Phương MSSV: 1921005617

Class: CLC_19DMA07

Instructor: Đỗ Ngọc Thiên Hương

Ho Chi Minh City, 2021

TABLE OF CONTENTS

Question 1: THEORY EXPLANATION 1

1.1 The communication process: 1

1.2 Illustration by a sales promotion activity: 3

Question 2: IMC PLAN of PUMA 6

1 Introduction: 6

1.1 About PUMA 6

1.2 Market Overview: 7

2 Objectives: 7

2.1 Business objectives: 7

2.2 Marketing objectives: 7

2.3 IMC objectives: 8

3 Target audiences: 8

3.1 Primary target: 8

3.2 Second Target: 10

4 Program: 11

4.1 Insight: 11

4.2 Big idea: 12

5 IMC plan: 13

5.1 Campaign idea: Classic but not obsolete 13

5.2 Campaign execution time: 6 months (1-6/2022) 13

6 Detail plan: 15

6.1 Stage 1: Cognitive stage 15

6.2 Stage 2: Affective stage: 16

6.3 Stage 3: Behavioral stage: 18

6.4 Complementary activities: 19

7 Action Plan: 20

8 Budget: 22

9 Measure and risky control: 24

10 Risk Management: 25

- Sender:

The sender is an individual, group, or organization who initiates the communication This source is initially responsible for the success of the message The sender's experiences, attitudes, knowledge, skill, perceptions, and culture influence the message

- Encoding:

The first step the sender is faced with involves the encoding process In order to convey meaning, the sender must begin encoding, which means translating information into a message in the form of symbols that represent ideas or concepts This process translates the ideas or concepts into the coded message that will be communicated The symbols can take on numerous forms such as, languages, words, or gestures These symbols are used to encode ideas into messages that others can understand

When encoding a message, the sender has to begin by deciding what he/she wants to transmit This decision by the sender is based on what he/she believes about the receiver's knowledge and assumptions, along with what additional information he/she wants the receiver to have It is important for the sender to use symbols that are familiar to the intended receiver A good way for the sender to improve encoding their message, is to mentally visualize the communication from the receiver's point of view

2

- Source:

The source is the organization with the message to communicate Developing

an effective advertising and promotional campaign, a firm must select the right spokesperson to deliver a compelling message through appropriate channels or media Source, message, and channel factors are controllable elements in the communications model

- Channel:

The Sender chooses the medium through which they want to convey his message to the recipient It must be selected carefully in order to make the message effective and correctly interpreted by the recipient The choice of medium depends on the interpersonal relationships between the sender and the receiver and also on the urgency of the message being sent

Channels of communication are of two types:

+ Personal communication channels: Includes face to face, phone, mail,

and Internet chat communications

+ Non-personal communication channels: Includes media, atmosphere,

and events

- Message:

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

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- Feedback:

Marketers are very interested in feedback, that is, part of the receiver's response

is communicated back to the sender Feedback can take many forms, closing the loop

in the communication stream and allowing the sender to monitor how the expected message is decoded and received

- Noise:

Throughout the communication process, the message will be affected by external factors that may distort or interfere with its reception This unplanned distortion or interference is called noise Errors or problems in message encoding, distortion of radio or television signals, and interference at the receiving point are all examples of noise When you are watching commercials on TV or listening to radio commercials, if there is a signal transmission problem, it will obviously interfere with your reception, thereby reducing the impact of the advertisement

1.2 Illustration by a sales promotion activity:

Example: All-Free Beer

Name of the promotion program: "Extremely adventurous house party, No

redoubt"

Sales promotion: ALL-FREE barley-flavored beverage first appeared in Vietnam

With signature RICE flavor, no sugar, no calories, ALL-FREE RICE Beverage will bring you a perfectly smooth experience, surprisingly refreshing and with many offers when buying on Lazada Mall & Shopee Mall is like buying 2 packs (6 bottles) and getting 1 pack right away

Sales promotion when you buy 2 bottles of ALL-FREE barley beverage (330ml/Can) and get 1 free 330ml drinking cup Or when buying ALL-FREE beverage at a vending machine, you will receive a phone card worth 50k-100k-200k

Sender: barley-flavored beverage ALL-FREE

Encoding:

- Verbal: written word: The slogan "House party is extreme adventure, no lie Xieu" appears on posters, banners placed at points of sale such as supermarkets, websites, fanpage, retail points,etc

- Graphics: Pictures: The image of ALL-FREE barley beverage with a hearty meal including seafood and a combo of 6 complimentary water cans amuses and excites viewers

4

- Musical: Videos: introducing the passionate and surprisingly refreshing taste of barley beverage, the first time available in Vietnam With the presence of player Tran Dinh Trong sharing the message that ALL-FREE wants to convey is the joy and positivity

"The house party is extremely adventurous, not extravagant"

- Animation:

Action: The act of joining the party at the beach, accompanying all the fun has FREE barley beverage, first available in Vietnam

ALL-Speed: playful, fast

Source: ALL-FREE accompanies the Vietnamese team with the promotion program

"Watching the ball with extreme adventure, not in the air" There was the presence of player Tran Dinh Trong, who represents the ALL-FREE brand because of its youthfulness - dynamism and shows the patriotic spirit that ALL-FREE wants to convey to Vietnamese fans

ALL-FREE sponsors “WATCH THE FUCKING BALL, THE WORLD CUP SEASON DOESN'T SURPRISE”

With ALL-FREE barley-flavored beverage, the atmosphere at home is just as hot and magnanimous as at the Dubai courtyard during the night hours Let's join ALL-FREE with the Vietnamese team to their best, with fiery matches, with crispy snacks and a relaxed, no-fuss spirit

Message: Giving away 6 cans of ALL-FREE barley beverage for consumers to have a

new experience with the beverage that first appeared in Vietnam: NO sugar, NO calories and especially 0.0% alcohol, help you join the fun anytime, anywhere without worry! Have fun at the party house with ALL-FREE

Channel: All-Free Vietnam Fanpage, Suntory Pepsico website, All-Free Vietnam

Youtube channel, Shopee Food, at major supermarket channels (BigC, Co.opmart, VinMart, Green Bach ), store channels convenience (Circle K, Ministop)

Receiver: Products aimed at mature customers, especially All-Free's barley and

alcohol-free flavors will help young people and women join the fun and party anytime, anywhere

Response: They will learn more about the product, go to youtube to watch ALL-FREE

beer videos, read reviews & comments, find more information about the promotion and then try the product Or people will help mention their friends in the comments and even share the post on their profile

5

Feedback: All-Free Beer can get Feedback through All-Free beer's Facebook posts

Or customers can give feedback through retailers and or All-Free beer's customer care system

Noise: Advertising activities are noisy, so the message of All-Free beer cannot be

conveyed Customers when viewing ads are doing something different, or

competitors' ads are attractive and easy to remember Or the Fanpage and customer care system of All-Free beer have not responded to customers' inquiries and do not support the message well

Following the split from his brother, Rudolf originally registered the newly established company as Ruda, but later changed the name to Puma

1.1.2 Present:

PUMA is one of the world’s leading sports brands; designing, developing, selling and marketing footwear, apparel and accessories Over the last 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet PUMA offers performance and sport-inspired lifestyle products in different categories The PUMA Group distributes its products in more than 120 countries, employs more than 10.000 people worldwide and is headquartered in Herzogenaurach, Germany

1.1.3 Logo:

Today Puma still uses the logo introduced in 1988, which is almost the copy of the 1980’a version, but with the lines of the letters straightened and softened The logo grips a notion of strong and chic icon with the help of a leaping animal and bold font

A distinguished impression is immediately cast on the spectator, narrating the kind of image the company possesses

- Fonts: The typeface used in the current wordmark somewhat resembles

the one that was created in 1957 by Rudolf Dassler Again, round shapes dominate, and there are no sharp angles However, the current typeface

is more solid and the letters have been slightly altered

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- Shapes: A leaping Puma, an animal known as a cougar, panther or a

mountain lion, is highlighted in the Puma logo It summarizes the power beast-like nature of the firm and its products The logo enhances the attributes of the firm’s reliability and its product’s aptitude in the

international market

- Colors: The logo is wrapped graciously in black hue which depicts immense supremacy and strength of the firm itself

- Designs: The complete PUMA logo is a sign of authority and confidence

The bold font featured in PUMA logo projects the firm’s stability and

prominence

1.1.4 Missions:

PUMA chooses their core mission: “Forever Faster is more than being quick It

is our mantra.” With over 70 years of fast products for fast athletics Puma set the target high and when we scored the goal set it even higher All for one condition: to be the World's Fastest Sports Brand

1.2 Market Overview:

The global sportswear market size is expected to gain momentum by reaching USD 267.61 billion by 2028 from USD 170.94 billion in 2021 while exhibiting a CAGR of 6.6% between 2021 to 2028 Fortune Business Insights™ mentions that the market stood at USD 160.61 billion in 2020 The rising demand for comfortable yet stylish apparel is driving the sports wearables market growth During the lockdown, consumption has increased even more

Besides its usage while playing sports and exercising These comfortable apparel can be worn in and off homes Demand for joggers, hoodies, and sneakers has increased in large numbers and varieties by adults and kids Thus, the market is expected to thrive remarkably during the forecast period

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- Motivate your target audience to buy

- Increase the loyalty of existing customers to the brand

- Attract 80% of potential customers for the Puma brand and the Puma Fast Rider collection

2.3 IMC objectives:

2.3.1 Product: Puma Fast Rider collection

2.3.2 Time period: 6 months (From January 1st - June 30th, 2022)

- Increase 70% awareness of target audience (Generation Z and Millennials) about Puma Fast Rider collection in Vietnam market Using ads in magazines, TV, and social media with meaningful messages

- Attract interest in the Puma Fast Rider brand and collection among 90%

of the target audience Communicate information about the collection features and benefits It's about creating new legends with bright, playful colors and reviving the Puma renaissance

- Media touchpoints reach the target audience effectively, receiving 70% positive feedback from the public and 70% preferred target audience

● BA+ (Household income)

- Starting to take care of health

- Young, dynamic, like to explore, experience and not afraid of risks

- Loving to highlight personal identity

- Preferring to go back to the 80s, 90s fashions they have tried

- Do not like the risk

- Pay more attention to quality

- Pay attention to health and physical activities

Behavior - Tends to be less attached to

specific brands

- Value brand ethics and corporate responsibility, more than Millennials

- Enjoy a personalized shopping experience

- Often will research and consider options before making

a buying decision

- Habit of buying at the store to feel the product

- High expectations for quality

as well as support services

- Appreciate the presence of celebrities

- Stick with the brand

- Pay attention to environmental protection products

- Buy products for yourself and your family

- Often research product information on the internet

- Usually identify their needs and determine the way to solve them

- Social networks are still used

by them a lot and spend most of their time (especially

Facebook)

- Using social networks mainly

to update information, work (Zalo) and entertain (Youtube, Facebook)

10

- Likes to bold the ego on social networks → Trends of viewing/up stories a lot; You can like, comment, share anything related

- Not only watching news on Facebook, they also look to electronic information sites to diversify sources of updated information

Industry

demands

- Product quality, product support service

- Integrating many technologies to help running

- Want shoes that match your style

- Running shoes are an integral part of physical training

Demographics - Gender: Male & Female

- Occupation: student, new employee, shoe

enthusiast,

- Gender: Male & Female

- Occupation: employees, working people with stable jobs, people who are interested in sports shoes,

Behavior - Easily attracted by

unique and strange styles, likes new things and has high aesthetic

requirements

- Not yet mature in purchasing, easily following trends or

- Buy products that prioritize quality over price

- Prefer safe, no-frills, stylish styles -> suitable for 90s retro style

- Have research products before buying, do not buy

youtube, )

- Low paying budget, or buy when there is a discount code

- There is an expectation

of product popularity over quality

according to the movement

- Use social networks to read news-

- High paying budget, can buy many products at once

- Buy for relatives, family, friends,

- Can decide to buy quickly

Industry demands - Customer care service during the purchase process

(before-in-after)

- Quality product worth the price

- The product is flexible, suitable for many places and styles

- Good price

- There is a warranty after purchase

- Support for health care

General features - They are all interested in retro style and running

shoes

4 Program:

4.1 Insight:

4.1.1 Tension: In Vietnam, the Retro style is not really popular and few

people pursue this style Customers will hesitate because this is an old fashion trend, not modern, they will feel a lack of confidence

and loss when carrying the product in front of the crowd

4.1.2 Motivation: They want to return to the styles of the 80's and 90's

and highlight their personal style and identity