Tiểu luận Kế hoạch truyền thông marketing tích hợp IMC cho thương hiệu giày thể thao Puma 8.5 điểm

TRƯỜNG ĐẠI HỌC TÀI CHÍNH MARKETING KHOA MARKETING BÀI KẾT THÚC HỌC PHẦN MÔN TRUYỀN THÔNG MARKETING TÍCH HỢP (IMC) CHO THƯƠNG HIỆU GIÀY THỂ THAO PUMA. INTEGRATED MARKETING COMMUNICATIONS. QUESTION 1QUESTION 21.Introduction1.1.Overview1.2.Mission1.3.About product2.IMC objectives3.Target audiences4.Program4.1Creative strategy4.2Public Relation4.3Advertising4.4Sale Promotion4.5Direct Marketing4.6Timeline and Budget4.7Measurement and controlREFERENCESFIGURE LISTFigure 1: Communication processFigure 2: Example for sale promotion activityFigure 3: Logo PumaFigure 4: Poster for program “Comeback together”Figure 5: KOLs’ Tiktok channelsFigure 6: Poster Advertising on InstagramFigure 7: Account PUMA on InstagramFigure 8: Billboard of PUMAFigure 9: Poster at waiting room busFigure 10: TVC of PUMAFigure 11: Back to the 80s program awardFigure 12: Poster for the festival “Come back with power

UNIVERSITY OF FINANCE – MARKETING

FACULTY OF MARKETING

INTEGRATED MARKETING COMMUNICATIONS

Major: MANAGER MARKETING

Class:

Class code:

Lecturers: Nguyễn Thị Minh Ngọc

Ho Chi Minh city, 2021

UNIVERSITY OF FINANCE – MARKETING

FACULTY OF MARKETING

INTEGRATED MARKETING COMMUNICATIONS

Major: MANAGER MARKETING

Members’s group

Class:

Class code:

Lecturers: Nguyễn Thị Minh Ngọc

Ho Chi Minh city, 2021

Ho Chi Minh city, 2021

SOCIALIST REPUBLIC OF VIETNAM Independence – Freedom – Happiness MINUTES OF ASSESSMENT OF WORK COMPLIANCE

1 Time: Friday, 10/12/2021

2 Format: online meeting

3 Members present: 4

4 Member is absent/Reason: 0

5 Chairperson of the meeting (Group leader):

6 Secretary of the meeting:

7 Evaluation results are agreed and summarized as follows:

Numbe

r Họ và tên MSSV

Phone number

Level of job completion Sign

TABLE OF CONTENTS

QUESTION 1 1

QUESTION 2 7

1 Introduction 7

1.1 Overview 7

1.2 Mission 8

1.3 About product 8

2 IMC objectives 8

3 Target audiences 9

4 Program 11

4.1 Creative strategy 11

4.2 Public Relation 12

4.3 Advertising 17

4.4 Sale Promotion 25

4.5 Direct Marketing 27

4.6 Timeline and Budget 28

4.7 Measurement and control 32

REFERENCES 34

FIGURE LIST

Figure 1: Communication process 1

Figure 2: Example for sale promotion activity 5

Figure 3: Logo Puma 7

Figure 4: Poster for program “Comeback together” 13

Figure 5: KOLs’ Tiktok channels 21

Figure 6: Poster Advertising on Instagram 22

Figure 7: Account PUMA on Instagram 22

Figure 8: Billboard of PUMA 23

Figure 9: Poster at waiting room bus 23

Figure 10: TVC of PUMA 24

Figure 11: "Back to the 80's" program award 26

Figure 12: Poster for the festival “Come back with power” 26

TABLE LIST

Table 1: Target audiences 9

Table 2: Press Release 15

Table 3: Timeline 28

Table 4: Budget 30

QUESTION 1

The communication process refers to a series of actions or steps taken in order tosuccessfully communicate It involves several components such as the sender of thecommunication, the actual message being sent, the encoding of the message, thereceiver, and the decoding of the message There are also various channels ofcommunication to consider within the communication process This refers to the way

a message is sent This can be through various mediums such as voice, audio, video,writing email, fax, or body language The overall goal of the communication process

is to present an individual or party with information and have them understand it Thesender must choose the most appropriate medium in order for the communicationprocess to have worked successfully

Parts of the communication process

Figure 1: Communication process

Credibility: Source must have knowledge, skill, expertise, and information's source

transfer must be trustworthy, unbiased and objective

Attractiveness: Source must be similarity, familiarity, and likeability.

Power: Source affects the receiver's perception including 3 levels:

Perceived control (The fastest and simplest): When looking at the source, the receiver

will have an immediate perception in the positive or negative direction

Perceived concern: Source has the ability to make the receiver think or change the

receiver's perception

Perceived scrutiny (highest level): Source has enough power to change receiver

behavior

Risks of using celebrities

The celebrity may overshadow the product being endorsed.

Example: Highlands Coffee's advertising campaign has the participation of Huynh

Lap and Cano, but because their reputation is too great and the receiver only focuses

on their comedy story, they did not pay attention to the Highlands brand

The celebrity may be overexposed, reducing his or her credibility.

Example: Ronaldo appears on the ads of many brands such as Shopee, Clear, KFC

but these brands are not part of Ronaldo's football expertise and this will reduce hisreputation and reduce reliability of receivers with brands

The target audience may not be receptive to celebrity endorsers Because celebrities

don't meet the criteria of similarity and celebrities and receivers are 2 differentobjects

Example: Ninh Duong Lan Ngoc advertises for Tiger beer, but the receivers of Tiger

are male, so it is not suitable and not similar to Ninh Duong Lan Ngoc

The celebrity’s behavior may pose a risk to the company

Example: Trinh Sang is the face of Prada and when Trinh Sang was caught in a

scandal, Prada's stock dropped

Modes of celebrity presentation

Endorsements: Contracts signed with celebrities to appear in posters, TVCs, for a

certain period of time

Representatives/ Ambassador: Long-term, higher-value and more binding contracts

than endorsements, use celebrities' images in advertising campaigns and invite them

Example: Vingroup sponsored the wedding cost for Dong Nhi and Ong Cao Thang at

Vinpearl Phu Quoc in return, Dong Nhi and Ong Cao Thang had to provide weddingphotos, grandiose wedding scales for the press to promote for Vinpearl

Identification: Celebrities appear in the brand identity But now brands limit the use

of identification because if the celebrity risk occurs, it will affect products and it will

be expensive to recall the product

Example: Sunsilk shampoo uses Ho Ngoc Ha's image on the packaging.

3 Encoding

Put information into 4 types: verbal, graphic, musical, animation When createmessage we have to pay attention to:

Message structure: The strongest arguments should be placed at the beginning or end

of the message, never in the middle

Message appeal choices: Rational and emotional

Receiver’s field of experience.

4 Channel message

2 main communications channel:

Personal channels: Personal selling, word of mouth

Non Personal channels: Print media, broadcast media

5 Decoding

Field of Experience Overlap

Different words: Receivers do not understand the message that the sender wants to

convey because the receiver experience and the sender experience are far apart

Moderate commonality: Receivers understand part of the message that the sender

wants to convey because the receiver experience and the sender experience have apartial overlap

High commonality: Receivers understand the message that the sender wants to

convey because the receiver experience and the sender experience are highly similar

In communication, the sender's field of experience and the receiver's field ofexperience is different, so when encoding, the sender has to study the receiver's field

of experience to see what their experience area has and how they tend to decode

4 models of the response process:

 AIDA model (most used in advertising)

 Hierarchy of effects model (The most important model, the most commonly used

of all tools)

 Innovation adoption model (Used for new products)

 Information processing model (Applied in the case of communication in language)

9 Feedback: customer feedback

In order to have an successful communications process, 4 main keys must befollowed:

 Select an appropriate source

 Develop a properly encoded message

 Select the appropriate channel for the target audience

 Receive feedback

Illustration by a sales promotion activity

Figure 2: Example for sale promotion activity

1 Sender: Lazada

2 Receiver: Generation X, Millennials, Generation Z, Shopee, Tiki

3 Source: Master of Ceremonies - Trấn Thành, Actress Ninh Dương Lan Ngọc Source Credibility

Huynh Tran Thanh, better known by his stage name Tran Thanh, is a Vietnamesepresenter, comedian, filmmaker, director and screenwriter

Ninh Duong Lan Ngoc is a famous Vietnamese film actress She is the 2015Universal Jump Champion, known for her role as Nuong in the movie Endless Field,she was dubbed the "Pearl Nu" of the Vietnamese screen.

Source Attractiveness

Similarity

Tran Thanh belongs to the Millennials generation, so he is similar in age, behaviorand interests to this customer segment They all care about the health of theirfamilies Moreover,

Ninh Duong Lan Ngoc: Similar behaviors, interests in self-care and often shoppingfor relationships such as friends, colleagues

Familiarity

Trấn Thành who is well-liked by young people and older people due to his funnyhumor.He used to be a comedian before becoming a well-known MC, and aside fromhis wit and refinement, people admire his talent and unwavering dedication to hisgoal of being an MC

Ninh Duong Lan Ngoc is from the generation Y , but the generation Z adores her due

of her adorable, cheerful outlook on life and sense of humour

Likeability

Tran Thanh and Lan Ngoc are both famous due to their talent as well as theirincredibly attractive and pleasant appearances, which easily elicit sympathy fromspectators They have an approachable and friendly image so they can gain popularityfrom the audience

Source Power

Perceived Concern: Causing curiosity about the program that will take place with

new things about products serving customers' needs

Ninh Duong Lan Ngoc and Tran Thanh may be able to make customers pay attention

to the incoming program and have the ability to make customers think about thepromotion that Lazada is running

4 Encoding

Graphic: Lazada is usually accompanied with a picture of an orange mixed pink heart

on a blue backdrop, is a typical symbol of Lazada's identity and always accompaniesLazada throughout the programs

Lazada includes 12-12 on its logo, this image is inserted quite large so that customerscan recognize the time of the promotion

5 Channel Message

Non Personal channels: social media such as Facebook, Youtube, …Lazada postspictures of the “Super Sale 12-12”on Facebook as well as promotional videos onYoutube to reach the target audience in the widest way

6 Respond

Behavioral stage: The image of the promotion program will help customers pay

attention, with the image showing the priority privileges that the program brings,helping customers have feelings for the program so that they can decide to join theprogram on the day of the promotion Besides, not only increasing revenue but alsoincreasing brand awareness, increasing the love from new and loyal customers

7 Feedback:

When the picture was posted, it gained a lot of attention from customers throughcustomers commenting, liking articles on Lazada's fanpage and tagging friends toknow about the program

It is clear that using Social media is a good decision because it links not only youngpeople but also their parents.Lazada definitely shines when it comes to capturing thehearts of young people and older people through feedback from views, likes andcomments

QUESTION 2

1 Introduction

1.1 Overview

Figure 3: Logo Puma

Puma SE (official brand name PUMA) is a large German multinational companyspecializing in the production of footwear and other sports equipment, with itsheadquarters in Herzogenaurach, Bavaria, Germany PUMA was founded in 1948 byRudolf Dassler in Herzogenaurach, Germany After 65 years of creating fast-movingsportswear, constantly innovating trends, the Puma brand has gradually gainedrecognition with the support of star athletes By the late 1950s, Puma was already adefined brand in 55 countries on five continents

1.2 Mission

Based on 65 years of creating agile product designs for the fastest athletes on theplanet, PUMA's mission is to be the "World's Fastest Sports Brand" for performanceinnovation, trends, and trends culture, fashion and style

PUMA will officially ship all color schemes of the Future Rider line In more detail,the first version in the Future Rider series with a strong appearance will be the perfectcombination of black, neon green and dark navy The other version is exclusively for

women with a stylish and personality look, including poetic orange, purple andluminous pink color schemes With such vibrant color schemes as above, PUMA FastRider is really an attractive choice for cool summer days

2 IMC objectives

Increase brand awareness of PUMA by 80% in 6 months in the Vietnam market.Increase liking by 50% of customers in Vietnam with Puma Fast Rider products in 6months in the Vietnam market

Purchase rate by 40% of Puma Fast Rider collection products in the Vietnamincreased

3 Target audiences

Table 1: Target audiences

PUMA FUTURE RIDER SNEAKERS Group Element Target

audience 1

Target audience

2

Target audience 3

Avatar

Profile picture

As a student,

in the agegroup of 12-

18, income isbased onfamily

Being a studentand workingperson, in the agegroup of 19-30,with a highaverage income

Belonging tothe middle-aged group, inthe age group

of 30 - 45years old, highincome

Assumption name Crystal Alena Johny

Demographi

c

Marital status Single Single Married

Job Student Officer Retirement

Income million/month3-5 10-20

million/month

The pension is10million/month

Accommodation Ha Noi Ho Chi Minh Da Nang

Mentality Hobbies

Watchmovies, surftiktok orfacebook,read books Food, travel,fashion

Jogging,playing sports,shopping

Behavior

Where do they usually buy sneakers?

Specializedshoe stores,Shopee,Lazada, Tiki

Prestigious stores,brand's genuinewebsite

Shopping mall,official store

Favorite source

of information

Socialnetworks,celebrities andinfluencers,friends,relatives

Find out fromsocial networkingsites, reviewgroups onfacebook,famous KOLs,recommendationsfrom friends

Neighbors,cookingfacebookpages, cookingchannels onYoutube

Equipment used

to purchase products

Smart phone,buy directly atthe store,

Smart phone, buydirectly at thestore

Buy directly,call to order,website

Why do they choose to buy the product?

What benefits do they seek from the product?

- Style

- Attractivedesigns

- Color

- Trendy

- Beautiful,satisfying thepassion forfashion-Has a beautifuldesign thataccentuates theirlooks

- Help them showtheir level

- Durable

- Good shoequality

- Comfortabletravel

- Helpconfidencewhen walking

When do they wear shoes?

- Going toschool

- Hang out

- Do exercise

When going outwith friends,traveling withfamily,most activities areabout fun andentertainment

When going tothe gym,jogging orhanging outwith friends

Are they users

or buyers? Users Both Both

Favorite Social Media Platform

Tiktok,Facebook,Instagram,Youtube

Facebook,Instagram, Zalo

Zalo,Facebook,Youtube,Tiktok

Main - Pay attention - They want to - Take care of

to the trend oftoday's youth

- Ensure thelearning andpractice ofskills

find products thatare trendy, havespecial designsand can expressthemselves to thepeople aroundthem

- They oftenparticipate in funactivities withnaofi, often travel,

so they want aproduct that isboth fashionableand of highquality, durable,does not causefoot pain,

your health,regularly jogand playsports

- Desire to findproducts thatcan help themfeel suitablefor their age,not too young,vibrant colorsbut still havetime, acombination ofmodern andquality shoeswhile stillcomfortableand confident

Target Audience 4

Competitors: There are long-standing companies on the market that have earned the

confidence and recognition of their customers, and they frequently release collectionswith good concepts

Retailer: Businesses must establish a positive relationship with retailers, who can be

contacted directly to post media activities linked to product offerings This is a win collaboration that saves firms and retailers money on communication while alsoallowing them to sell things in their stores

win-Media: The audience trusts major fashion websites and magazines as reputable news

When social life develops too fast, the pace of people's life also becomes more andmore rushed, people always follow social trends, impose themselves according to afixed image and they do not It's clear what brings a balance between these chaos.When they realize their boredom and daydreaming, they want to find more colors forthemselves, find new colors from old values, to" blend" not "dissolve" into the rush ofsociety

The second is to attract more than 1.5 million fans to support the meaningful programthat Puma brings to Vietnam on social networks

Thirdly, it attracts interest from major newspapers and gives news about Puma's

"Come back together" program

Wednesday attracted more than 1 million readers to know about the program throughmedia sites

4.2.1 PR Audiences

Customer: Customer groups are students and working people, in the age group of 19

-30, with middle income high and middle-aged group, in the age group of 30 - 45years old, with high income, they can be a doctors, frontline volunteers against theepidemic or relatives of those who have been trying to help the country through thisdifficult period

The media: Major newspaper sites provide reliable news sources in the country,

gaining trust from the audience: Doi song and Phap luat, VNExpress, Tuoi TreOnline, Viet Nam Net,VNExpress, Dan Tri

Educators: Doctors and nurses in the industry feel the meaning of the program and

support it

Government: Get the support and appreciation of the Vietnamese government when a

foreign brand makes meaningful programs to help Vietnam in difficult times

Tools for PR plan: Community involment, Internet and press release

4.2.2 Community Involment

Covid 19 is not a problem of just any country in the world, it is a problem of allhumanity, not everyone has the courage to confront them and protect theircompatriots.We have been and are going through a difficult time for all of humanity,

it is not by chance or by luck that we are all still able to sit here together, all havereasons and sacrifices from brave people, who we don't even know their names, butthey are the silent people who helped all mankind to overcome eliminated

Message

“There are people who do good work but don't need the credit, Puma would love toshow his appreciation to those on the front lines who had the courage to be able toprotect everyone and lead them through Through difficulties, right now Puma wants

to accompany you once, help you gain heart and happiness amidst the difficulties youare facing, guide your legs that have been under a lot of pressure in the past The pasttime returns to the inherent peace – Comeback together”

We have the program “Comeback together”

Figure 4: Poster for program “Comeback together”

The epidemic has caused us to go through so many difficulties and fears, evenworrying about our own lives, but those on the front lines have ignored their ownfears and fought for them, their families, and their families for the country

They must always be in a state of fatigue, anxiety from both physical and mentalhealth, Puma implements this program with the desire to be able to receive the mostpositive emotions, helping our soldiers gain confidence Have fun in the midst of thishardship and have the strength to fight to the end

Policy: donate 20 pairs of PUMA Fast Rider shoes to a group of frontline teams in

each province in Vietnam

Total quantity is 1260 pairs of shoes for the whole of Vietnam

Content: The program is held nationwide with 63 provinces and cities, each province

of Puma will organize to give away 20 pairs of Puma shoes from the PUMA FastRider collection according to the list of frontline friends in each province conscious.Recognizing the gender and shoe size of each individual in the group, Puma's staffwill assist in checking and sending the correct list to 63 cities and provinces, so thatyou can feel the respect and sincerity of Puma in the "Comeback Together"campaign hope that the shoes that Puma brings to you can help you have more joy