The prom will be organized in the grand ballroom in lotus central hotel 102 le thi hong gam street, nguyen thai binh ward, district 1

With social media becoming more prevalent, girls and boys are putting in a lot of effort to make their prom fantasies a reality.. When we launch our Marketing campaign, we will sell out

Student ID: 2245519058 Grade (in number):

Academic year: 2022-2023 Examiner 1

Headteacher: V6 Thi Thanh Hang (Signature & Fullname)

Lecturer: Tran Quoc Trung Examiner 2

Submission date: 25 May, 2023 (Signature & Fullname)

Student’ssignature:; s,s] terete tees eee e eens

Ho Chi Minh City, May 2023

Except where reference is made in the text of the end-module assignment, this assignment contains

no material published elsewhere or extracted in whole or in part from an assignment that I have submitted or qualified for or been awarded another degree or diploma

No other person’s work has been used without due acknowledgment in the end-module assignment

This end-module assignment has not been submitted for the evaluation of any other modules or the award of any degree or diploma in other tertiary institutions

Ho Chi Minh City, May 2023

(signature and fullname)

Table of Contents

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1 Overview:

Prom is one of the most anticipated events for any high school student, particularly girls Every high school movie, book, and song romanticizes the concept of a perfect prom night It is something exceptional that girls and also boys look forward to and desire to live up to their aspirations

With social media becoming more prevalent, girls and boys are putting in a lot of effort to make their prom fantasies a reality It also signifies the conclusion of high school and the beginning of adulthood For the last time, girls and boys enjoy going all out in costumes that make them feel fantastic, free of the burden of praise and acceptance

2 The concept:

"Night Out, Light On" is the theme of this prom night After a long day of studying and working, this is a night of pleasure and entertainment for the youth The guests and couples will feel the rhythm and dance to the music under the disco ball's lights

The Prom’s main theme is "80s: The Greatest Hits", which is inspired by disco and dance nights

of the 80s, along with hit songs from the decade With the desire to blend classics and modernity, the organizers are eager to bring the attendees down memory lane, while also enjoying the latest songs and genres in the entertainment and music industries

3 Objective:

a The target audience:

The Prom program's primary focus is students from universities throughout Ho Chi Minh city, particularly students who wish to preserve their memories with their friends According to the poll, 80% of those who took part were undergraduates, with the remainder being graduates or workers

b The need and demand:

Time certainly flies An academic year will undoubtedly include many assignments, deadlines, and exams for students to complete This puts them under stress, leading to stress and psychological issues Moreover, the youth's need for entertainment and music enjoyment is growing Understanding those demand, the organizers conducted a survey and decided to host a prom party for couples and honorary guests These will be times of leisure, recalling classical moments, and recalling remarkable and unforgettable experience

4, The Venue Information:

The prom will be organized in The Grand Ballroom in Lotus Central Hotel - 102 Le Thi Hong Gam street, Nguyen Thai Binh Ward, District 1

It's a night to celebrate the end of the

academic year and make

unforgettable memories with friends

Sundau, June 11

06 PM - 10 PM Venue: The Royal Ballroom ph

5 The Event Timeline:

- 17h30 - 18h00: Piek up guests, check-in checklist at the prom backdrop

- 18h00 - 18h15: Checklist of guests, prepare for opening

- 19h00 - 19h30: Entrée, drinks buffet

- 19:30 - 20:15: "King & Queen" Competition (With the performance of singer Dat Long Vinh)

- 20:15 - 20:45: Start serving dessert

- 20h45 - 22h00: Dance party on the Disco floor

- 22:00: Closing ceremony

CHAPTER IL DETAILED PLAN

1 Marketing Mix Model:

How I gather data and conduct suvery:

- [have conducted market research and gathered information using two methods before I started

my analysis and planning

- The first step is to gather secondary data online from a few reliable sources (which will be covered

in more detail in the analysis that follows)

- The second is to gather first-hand data by conducting surveys and interviews with the target audience Once the survey results are available, the target customer group is also reviewed,

adjusted, and certified

- Following the survey, certain data will be examined and conducted Overall, our guests are quite interested in our Prom, and they prefer that it be held on the weekend, particularly in the afternoon till late at night

Monday

HH

Tuesday Wednesday Thursday Friday Saturday Sunday

What time of the day do you want Prom to be held?

m Morning = Afternoon s Night

The planning service would be the official product of this Prom We want to serve our guests with the highest quality service possible When we launch our Marketing campaign, we will sell out of all Prom tickets and paraphernalia that is only available to our Event Brand We prioritize product quality, ensuring that every penny spent by our consumers is worth what they receive in return

We offer the most optimal event plan, complete with outdoor games, a buffet, and numerous well- invested cultural performances

1.2 Price:

- The first phase called "Early bird" takes place within 2 days from | month before the event, or when the registration limit is reached During this period we will have a 10% discount on the ticket price for the earliest 20 guests The price for “Early bird” ticket will be 540,000 d

- Phase 2 called “Regular” takes place within 3 weeks from the end of the “early bird” phase,

or when the registration limit is reached We will sell tickets at the original price of 600,000 d per individual, group registrations of 2 or more people will receive more prizes and vouchers

How much will you spend for a Prom night?

9

Lotus Central Hotel located in Nguyen Thai Binh Ward, District 1 Lotus Central Hotel brings

in its highly modern beauty, luxury, and modern facilities as a new director created and put into use in the last few years Lotus Central, inspired by Vietnamese floral motifs, combines modern beauty with ethnic identity

The hotel facilities and services include the postal, booking tour, transportation services; the

restaurant, bars and the ballroom

112 Online ticket channel:

Beside, in term of offline Marketing channels, we will set up a booth in hall B in Foreign Trade University Ho Chi Minh campus, Hong Bang International University, University of Economics and Finance to interact with students through minigames, introduce events and sell

tickets

113 Delivery channel:

The Prom will deliver its ticket and invitation card via Email (E-ticket), Offfline Booth

1.4 Promotion:

Here are some of the Prom promotion strategy:

Advertising (Social media channels, brochures, leaflets)

Sales promotions (Early bird, regular, VIP tickets)

Sponsorship (Platimum, Gold, Silver, Media Sponsor)

Public relations (The Media & Communication Department)

Direct marketing communications

Personal selling

Unique selling point (USP)

We'll carry out a Marketing strategy that includes pre-event hints and post-event recaps

- The preliminary phase is commenced one month before the event We'll make a popular Tiktok video enticing people to buy Prom tickets because the school year is coming to a close The task

is to film a video of yourself wearing your prom dress Participants must like, share, and publish the video in order for it to go viral and gain media attention

10

- During the boost phase, we will announce ticket sales and extensively publicize the event on a variety of media, primarily email marketing, because the poll results show that individuals prefer email to other forms of news delivery We share club experiences, present the game, and publish about the ceremony and the King & Queen competition

1.5 People:

1.5.1 Staff members:

- Our staff, both seasonal and full-time, is highly skilled, well-trained, and able to effectively

handle assigned needs even in an emergency

- Some particularly crucial employees, for example, medical and security staff, are licensed to practice

- All employees dress in uniforms, and wear a card strap around their neck with the ID card

- They work hard and are aware of other people's responsibilities

- They must be hospitable and prepared to meet all customer needs to the best of their abilities They recall the timeline, stages of preparation, and topography of the venue

- They are professional and nimble

- Specifically, In Chapter 2, job assignment and staff recruitment will be covered in detail

1.5.2 Customers:

Based on the survey, here are the customer demographic

What school are you currently study?

30

: I m m ll mm &

- Customers can visit the booth we set up at the school or contact us via Email, Facebook Fanpage

or hotline to ask questions during the consideration stage We have a media consultant who can answer ally queries via internet channels every time and the booth staff can respond to all customer concerns instantly

- When the consumer completes the booking during the acquisition stage, a confirmation email will be sent at least 30 minutes later because our staff requires time to check the legitimacy

- After providing the party service, we will send an email with a feedback form to hear about the benefits and drawbacks of the event, so that we can organize it better for the upcoming event Customers that provide comments will be given a modest gift by the sponsor The thank you letter

12

will include a voucher or some other benefit that we will simply mail The present will help the buyer remember the sponsor and will ensure that they fill out the form

1.7 Physical evidence:

- Staff have nice uniforms, speedy and professional manner

- Facilities for activities are decorated to express identity of the club and our company

- The space is decorated with a summer theme, with many bright colors and the blue of the customer club creating a lively harmony

- Sufficient modern facilities to serve the needs of young people will be mentioned in detail in Human Resource Management table

2 Human resource management:

The team carrying out the event organization process is divided into 3 departments with the number of personnel in each department as follows:

- Event Planning: 6 staffs

- Marketing & Media: 8 staffs

- Logistic - Human Resource: 15 Staffs

- Finanical - External Relations: 6 staffs

- Specific positions: 8 staffs

- Total staffs: 43 staffs

The assignment of personnel and work for each team of the event is as follows:

Job title No of staff Note

Brainstorm the core value Scenario & Timeline | Build every scenario and event timeline

Build the content for the event Material content materials

MC Scri re the script for MC, kers

Minigames Plan & prepare the Minigames

"King & Queen" Build the format and rules for the

Format competition

Venue 6 staffs

13

No

MARKETING & MEDIA TEAM

Job title Description No of staff Note

1 Branding image Design the Prom image

Manage social media on the Prom

2 Fanpage Facebook Fanpage

3 | Brochure & leaflets Design the brochure & leaflets

4 Backdrop Design the Backdrop

5 Banner & Sign Design the banner and sign

6 Invitation ticket Design the invitation ticket

7 Presentation Design the presentation slide 8 staffs

LOGISTICS & HUMAN RESOURCE TEA

No Job title Description No of staff Note The Venue Research and plan for the venue

2 HR Onsite Allocate human resource for the event

Set up and decorate the Venue (Before

3 Decoration the Prom Night)

Prepare all the necessary props and

4 Prop & materials materials

List Have the list of all staffs and guests

15 staffs

FINANCIAL & EXTERNAL RELATIONS TEAM

No Job title Description No of staff | Note

Research and contact potential

1 Sponsor sponsors

Sponsorship

2 Proposal Design the proposal

MC, Singers, DJ Invite the MC, Singers, DJ for the Prom

In charge of sending invitation to the Invitation guest

Financial Plan a Budget & Spending list 6 staffs

14

No of

No Job title Description staff Note

General coordination (Stage, hallway, Coordination ballroom) 1

2 MC & Singers Follow, support the MC, Singers 3

Arrange the show in the proper

3 | Prom timeline sequences 1

Minigame In charge of implementing Minigames 1

No of

No Job title Description staff Note

1 Presentation Run the presentation slide 2

Technical

2 support Adjust the sound, lightning 2

Photograph and take images of the

3 Photography Prom 2

Capture every moment through the

4 Video video lens 2

No of

No Job title Description staff Note

Manage equipment and facilities such Techinal as microphones, speakers,

1 management projectors, lightning,

Follow and support organizer in warm

up time

2 During Prom and launching game

Check the attendance of staffs and

No Job title Description staff Note

Follow and support VIP, sponsors and

1 Checklist guests ALL