Question 1
Explain the communication process
The communication process is a dynamic sequence that starts with the sender conceptualizing ideas and transmitting a message through a channel to the receiver The receiver then provides feedback in the form of a message or signal within a specified time frame This process involves several key elements that are essential for effective communication.
The source or sender refers to the individual or organization that possesses information intended for sharing with others This entity can be either a person or a non-personal organization, playing a crucial role in the communication process.
• Encoding: The process of putting thoughts, ideas, or information into a symbolic form
The message is the essential information or meaning that a source aims to convey, which can be expressed in various forms such as verbal, nonverbal, oral, written, or symbolic To effectively communicate this message, it must be appropriately formatted for the specific channel of communication being utilized.
• Channel: This is the method by which the communication travels from the source or sender to the receiver
Decoding is the process of converting a sender's message back into thought, significantly shaped by the receiver's frame of reference This frame encompasses the individual's experiences, perceptions, attitudes, and values, all of which influence how the communication is understood.
The Receiver refers to the individuals or groups who receive and interpret the information shared by the sender Primarily, these are the consumers within the target market or audience who engage with the marketer's message through various mediums, such as reading, listening, or viewing.
• 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.
Using a sales promotion activity that you have seen/ heard recently to
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
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
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
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
The captivating image of a model showcasing GUMAC's outfit enhances customer excitement and provides a clearer understanding of the product, ultimately leading to a more favorable perception that influences their purchasing decisions.
Verbal: Written word GUMAC: Brand name
GUMAC is celebrating Tet with a spectacular sale, offering a 50% discount on all products This promotion aims to encourage customers to purchase Tet items, featuring a prominent design that highlights the 50% discount, ensuring it captures immediate attention.
The poster design, featuring vibrant red and apricot flowers in the lower right corner, evokes the festive spirit of the Tet holiday The stylish fabric backdrop, combined with the model, highlights the fashion-forward appeal of GUMAC clothing, allowing potential customers to envision their own stylish transformation when wearing GUMAC fashion.
Appeal: Both logical, rational minds of consumers and to their feeling and emotion,
GUMAC has announced an exciting upcoming sale, offering a 50% discount on all products in celebration of the Tet holiday With the slogan "Sale Sold Out," this promotion aims to generate excitement and meet the increasing demand for festive items among customers.
GUMAC is excited to announce a 50% discount on all products, perfectly timed for the Tet season Our captivating graphic designs and imagery not only highlight the vibrant spirit of this festive period but also showcase how GUMAC's stylish fashion pieces enhance the customer experience Embrace the season with GUMAC's fashionable offerings at unbeatable prices!
GUMAC is excited to announce a 50% price reduction on all products leading up to Tet, allowing customers to purchase stylish fashion items for the celebration With GUMAC's trendy designs, customers can look and feel like models this Tet season.
Non-personal Facebook social media advertising targets a broad audience rather than individual users This approach allows businesses to engage with a larger group, while still considering customer feedback and offering valuable advice to enhance their marketing strategies.
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
GUMAC effectively leverages word-of-mouth communication (WOM) by encouraging individual recipients to share messages with their friends and relatives, thereby amplifying its reach and influence.
GUMAC is set to offer a 50% discount on all their products ahead of the Tet holiday, encouraging customers to consider the benefits of using their stylish offerings.
GUMAC aims to attract potential customers on Facebook who are interested in fashion and preparing to purchase clothing for Tet While the promotional material primarily focuses on women's fashion, GUMAC also seeks to engage individuals looking to buy gifts for women, including husbands, boyfriends, fathers, and brothers Additionally, the brand targets female customers aged 20-30, ensuring a comprehensive approach to its marketing strategy.
Excited to consult and buy fashion at GUMAC's store or inform relatives and friends to discuss this event
Engage with our event by clicking on the poster, leaving comments, and interacting with the content Explore GUMAC's website for exclusive discounts on products, and feel free to reach out directly through messages or calls to our GUMAC consultants Whether you prefer shopping online or visiting a GUMAC store, we make it easy for you to purchase your favorite items.
Negative influences on social media, such as unflattering posters and critical comments, can significantly impact users' mental well-being Factors like poor network connectivity can hinder the downloading of images, while unexpected phone calls or discouraging remarks from close relatives may exacerbate feelings of stress Additionally, personal circumstances, such as financial struggles or lack of space, can further contribute to a negative mindset.
Question 2: IMC Plan for PUMA ( in purpose to launch PUMA Fast Rider
Introduction
The shoe market in Vietnam is one of the largest and most dynamic markets
In 2020, the COVID-19 pandemic significantly disrupted the global footwear industry, leading to a production decline of 15.8%, which translates to nearly 4 billion fewer pairs produced compared to 2019, totaling 20.5 billion pairs.
19, the geographical distribution of footwear production in the world is not affected
Vietnam represents 10.2% of global footwear exports, contributing to a total of 12.1 billion pairs exported worldwide in 2020 This figure marks a 19% decline from the previous year, reflecting the lowest export levels seen in a decade The COVID-19 pandemic has significantly disrupted international value chains, resulting in a decrease in Vietnam's export share, which fell from 62%.
In 2020, Vietnam solidified its position as the second-largest footwear exporter globally, with exports reaching 1.233 billion pairs, marking a significant milestone as the country accounted for 10.2% of the world's total footwear exports This achievement represents a remarkable growth of 4.4 times since 2011, when Vietnam's share was only 2.3% with 316 million pairs 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
In 2020, Nielsen and VBA reported that Vietnam's middle-class consumers under 30 years old are expected to number around 33 million, with projected spending of approximately $173 billion This indicates that Vietnam's shoe market is not only substantial but also rapidly expanding, showcasing significant purchasing power among young consumers.
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-
MillennialZ, individuals aged 24 and under, represent 47% of the country's population, totaling 45 million people, and are increasingly entering the workforce Their significant presence is a key driver in the growth of the digital economy today.
Generation Y prefers domestic shoe brands like Bitis and Ananas, prioritizing durability and foot protection over aesthetics In contrast, Generation Z gravitates towards imported brands such as Nike and Converse, emphasizing style and using footwear as a means to express their identity and showcase quality When it comes to spending on shoes, these two generations exhibit distinct preferences that reflect their values and priorities.
Generation Y and Generation Z exhibit distinct attitudes towards money and footwear While both generations prioritize quality and design in shoes for their travel needs, Gen Y focuses on purchasing shoes that emphasize unique features and interesting aspects In contrast, Gen Z seeks shoes with vibrant, dynamic designs that reflect their individuality and personal style, often preferring customizable options to express their unique 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
Generation Y typically conducts extensive online research on footwear before making cash purchases In contrast, Generation Z, characterized by their liberal attitudes, tends to spend significantly on shopping Affluent youth are often inclined to invest in well-known brands such as Nike, Adidas, and Puma, primarily using e-wallets or credit cards for their transactions.
PUMA, established in 1948 by Rudolf Dassler, is a prominent German multinational corporation based in Herzogenaurach, Bavaria Renowned as one of the leading sports brands globally, PUMA specializes in designing, developing, and selling high-quality footwear, apparel, and accessories.
For over 65 years, PUMA has been at the forefront of innovation, creating cutting-edge products for elite athletes The brand focuses on fashion and sports footwear for various activities, including football, running, gym training, golf, and motor racing Collaborating with renowned designers like Staple, Stampd, and Trapstar, PUMA offers exclusive collections that showcase dynamic and modern designs The PUMA Group encompasses the PUMA brand, COBRA Golf, and its subsidiary Dobotex, with a global presence in over 120 countries and a workforce of more than 13,000 employees.
Vision: Focus on making the company an industry leader, with a focus on sustainability
Mission: To become "The fastest sports brand in the world"
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:
The PUMA Fast Rider, a classic OG shoe, showcases a retro '80s design in blue and yellow, now available in an updated black and orange version This model features a combination of suede and mesh for the upper, along with the iconic Federbein outsole for enhanced traction, stability, and grip Notable details include racetrack branding in leather and gilding on the side walls, making it a perfect addition to any classic trainer enthusiast's wardrobe.
IMC objectives
(Base on pyramid of Communication effects ( figure in appendix 3 ) and business objective (600.000 purchase ))
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.
Target audiences
(Gen Y) Geography Accommodation Living in Vietnam Living in Vietnam
Marital status Not married Single or married
Job Mainly student, college student
Office worker, who went to work…
Income Below 5 Millions VNĐ From 5 to 15 million
Dynamic personality, like to experience, like freedom, like colorful things, adventure, like to express yourself Follow social media sites to stay up to date
Having a mature way of thinking, preferring minimalism, sustainability, safety, and comfort Practice sport
Concerns Study, entertain, appearance Work, family, health
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
❖ 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
Born in 1987, he is a leading figure among wealthy youth in the Vietnamese hypebeast community, known for his self-titled YouTube channel that focuses on lifestyle content and unboxing high-end brands, particularly rare and expensive sneakers His deep passion for sneakers, combined with his affluence, has established him as a prominent player and a respected influencer among the younger generation.
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 provides in-depth reviews of the latest footwear from renowned sportswear brands like Yeezy, Nike, and Louis Vuitton He also dedicates time to clarify trending terminology within the online community and discusses topics that captivate his audience.
Program
The resurgence of '90s running sneakers has transformed the footwear market, with retro and vintage-inspired styles gaining immense popularity, particularly among young consumers Gen Z and Gen Y sports enthusiasts seek athletic shoes that combine durability with dynamic design, offering optimal support for their activities These sneakers are designed to enhance muscle and joint performance, maximizing speed and flexibility for athletes.
PUMA, with a legacy of 65 years as the "World's Fastest Sports Brand," is dedicated to performance innovation and cultural trends, appealing primarily to Gen Z and Gen Y consumers The brand has successfully revived the retro-style PUMA Fast Rider, a sneaker that combines maximum speed with contemporary fashion, catering to the active lifestyles of young athletes By blending timeless design with proven performance, PUMA sets a trend in retro sneakers that not only honors its past successes but also paves the way for future innovations in athletic footwear.
Big Idea : FTL-Faster than light
Experience the PUMA Fast Rider, where retro style meets cutting-edge design for maximum acceleration This iconic sneaker not only pays homage to the past but also propels you into the future with speeds that defy imagination Embrace the blend of nostalgia and innovation with a shoe that captures the essence of timeless speed.
PUMA's mission as the "World's fastest sports brand" resonates with Y and Gen Z consumers, drawing inspiration from sci-fi movies that explore themes of transcending space and time This unique experience allows users to connect with their past in a retro style while achieving unprecedented speeds, embodying the brand's commitment to innovation and performance.
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 advertising will be utilized to promote the PUMA Fast Rider collection, collaborating with a chosen player to develop a compelling TV commercial and eye-catching billboard designs This initiative aims to capture the attention of the target audience and enhance brand affinity as part of the Integrated Marketing Communications (IMC) strategy The billboards will be strategically placed along major roads in the bustling cities of Ho Chi Minh City and Hanoi to maximize visibility and engagement.
PUMA is collaborating with a chosen player to develop a TV commercial and design an eye-catching promotional poster for the Fast Rider collection This initiative aims to capture attention and enhance brand affinity among the target audience outlined in the Integrated Marketing Communication (IMC) plan Once finalized, the poster will be shared across various social media platforms, including YouTube, Facebook, and Twitter, as well as on PUMA's Vietnam website.
Influencer marketing is essential for promoting the PUMA Fast Rider collection by collaborating with renowned influencers in the shoe fashion industry who resonate with Gen Y and Gen Z, such as Fabo Nguyen, Duyet Fashion, Cotton Purple, Phi Vi, and Bui Tan Truong These influencers should actively engage on social media platforms like YouTube, TikTok, and Facebook, where they can review and showcase the PUMA Fast Rider products By having them create and share videos on YouTube and TikTok, as well as post reviews on their Facebook and Instagram pages, we can effectively enhance brand visibility and reach a wider audience.
Build a team of expert customer consultants on social media and PUMA's e-commerce platforms to effectively engage with customers This initiative aims to promote PUMA products, especially the Fast Rider collection, by providing detailed product insights and fostering a deeper understanding among consumers, ultimately enhancing their preference for the Fast Rider line.
Contest: Primarily evaluate the ability of Puma's sales staff to promote the company's sales
Propose attractive prizes, stimulate sales staff
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%
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
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"
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
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
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)
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
The PUMA Fast Rider, a retro sneaker that gained immense popularity in the 1980s, symbolizes speed and style In a captivating scene, Quang Hai showcases the shoe's legacy by sprinting with unparalleled speed, transcending time from 1980 to 2022 This imagery reinforces the idea that wearing the PUMA Fast Rider allows individuals to surpass their limits and perceptions of speed As a beloved choice for retro enthusiasts, the PUMA Fast Rider bridges the past and the future, embodying a timeless appeal The article concludes with a powerful message and the iconic PUMA symbol, celebrating the brand's enduring legacy.
The TV commercial (TVC) is a conceptual creation designed to establish associations, featuring products, characters, and scenarios that may differ from the official plans of the group The TVC will be submitted separately and is intended for illustrative purposes only.
Source : Football player Quang Hai ( figure in appendix 6 )
Quang Hai is a prominent striker for both the Vietnamese club and national team, actively participating in the 2022 World Cup qualifiers With 2.4 million followers on Facebook, he has garnered a substantial fan base and is frequently sought after by companies for advertising campaigns.
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
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
PUMA shoes are designed to evoke a sense of excitement and dynamism, drawing on their successful past The innovative design and functionality of these shoes not only enhance performance but also instill a feeling of speed in the wearer, making them an ideal choice for those seeking both style and athleticism.
Execution style : State the design, use, structure and past success of PUMA Fast
Experience the thrill of running in PUMA Fast Rider shoes, where nostalgia meets modern performance From their origins in 1980 to the present day, these iconic shoes have been designed to enhance your speed and agility Imagine gliding through your runs at lightning-fast speeds, as the PUMA Fast Rider shoes elevate your performance and provide unparalleled comfort Embrace the legacy and innovation that these shoes offer, and feel the rush of speed with every stride.
Figure 2 :PUMA Fast Rider Billboard presumption ( For illustrative purposes only )
The billboard design by Quang Hai showcases the PUMA Fast Rider, celebrating its successful legacy from 1980 to 2022 Featuring dynamic photo backgrounds that evoke a sense of speed, the design captures the essence of moving "faster than light." Prominently displayed are the slogan "Faster than light," the PUMA Fast Rider brand name, and the iconic white leopard logo, emphasizing the brand's commitment to innovation and performance.
Message: