group assignment topic integrated marketing communication program company acecook viet nam

III, The media strategy plan3.1 Objectives – SMART Goals Increase brand awareness by 20% among the target audience within 1 month: The media strategy will focus on creating brand exposu

Group Assignment Topic: Integrated marketing Communication Program Company: Acecook Viet Nam

Lecture: Đoàn Th Thanh Hịương

Group 1 Class: MKT1817

Table of content

I, Introduction

1.1Company1.2Product1.3Objectives

II, Analysis of Promotional Program Situation 2.1 Internal analysis

2.1.1 Promotional/ Marketing Department organization 2.1.2

III, The media strategy plan 3.1 Objectives – smart goals

V, Conclusion

VI, ReferencesI, Introduction

1.1 Company

- The Group's predecessor was Technocom Group, founded in 1993 in Ukraine Inthe early 2000s, Technocom returned to Vietnam, focusing on investing intourism and real estate with two initial strategic brands, Vinpearl and Vincom ByJanuary 2012, Vincom Joint Stock Company and Vincom Joint Stock Companymerged, officially operating under the Group model with the name Group Group- Joint Stock Company.

- The Group's 3 mental activity groups include:+ Technology - Industry

+ Commercial services+ Social charity

- With the desire to bring to the market products and services according tointernational standards and completely new experiences in modern lifestyle, inany field, VinGroup also proves its pioneering and leading role Leading changein focus and trend direction.

1.2 Products /services /customers

1 Real Estate: Vingroup offers a diverse range of residential and commercialproperties, including apartments, villas, townhouses, and office spaces.These properties are designed to meet the varying needs of individuals,families, and businesses.

2 Retail: Vingroup operates a chain of modern shopping malls andsupermarkets across Vietnam, offering a wide array of consumer products,including clothing, electronics, household items, and groceries.

3 Healthcare: Vingroup has established a network of high-quality hospitalsand medical clinics that provide comprehensive healthcare services such asconsultations, diagnostics, surgeries, and specialized treatments.

4 Education: Vingroup owns and operates a number of educationalinstitutions, including international schools, universities, and vocationaltraining centers, offering a range of academic programs and courses.5 Hospitality: Vingroup's hospitality division manages luxury hotels and

resorts, providing premium accommodation, dining, and leisure facilities forboth business and leisure travelers.

6 Technology: Vingroup has ventured into the smartphone market,manufacturing and selling its own line of smartphones, equipped withinnovative features and advanced technology.

1 Individuals and Families: Vingroup's products and services cater toindividuals and families across different income levels They aim to providecomfortable living spaces, convenient shopping experiences, qualityhealthcare, and reliable education options.

2 Businesses and Entrepreneurs: Vingroup offers commercial properties andoffice spaces suitable for businesses of all sizes They provide a supportiveenvironment for entrepreneurs and companies to establish their operationsand grow their business.

3 Tourists: Vingroup's hospitality offerings attract domestic and internationaltourists, providing them with luxurious and memorable experiences duringtheir stay in Vietnam.

4 Students and Professionals: Vingroup's educational institutions cater tostudents pursuing quality education at various levels, from kindergarten touniversity They also offer vocational training programs for individualsseeking to enhance their professional skills.

5. Homebuyers and Investors: Vingroup's real estate properties attractindividuals and investors looking for residential or commercial properties topurchase or invest in, both for personal use and potential returns oninvestment.

II, The situation analysis (MKT) – SWOT

Basically, Vingroup has the following strengths, weaknesses, opportunities and challenges:

1, Strength

1.1Brand & reputation

- Vingroup is famous as the largest corporation in Vietnam and is highly appreciated for its ability to provide a variety of products and items in different fields All products, items and projects of Vingroup are of high quality, on scheduleand are trusted and deployed by investors in many areas Therefore, outstanding brand and reputation are one of the strongest points of Vingroup.

1.2 Ability to mobilize capital effectively

- One of Vingroup's strengths is its ability to mobilize high capital by implementingmany high-value projects as well as ensuring high asset value for the project At the end of 2013, about 24,360 billion VND was Vingroup's long-term debt, of which the amount owed to banks was about 5,847 billion VND and the rest was corporate bonds

1.3 Core staff with many years of experience

- One of the indispensable factors that make Vingroup successful today is the group's human resources team They are all experienced, visionary and possess a strong network of relationships, convenient for implementing business projects.

2, Weaknesses

2.1 Depends on market situation

- The key and most important areas in which Vingroup operates are often dependent on market fluctuations, especially the tourism and real estate sectors.

2.2 High debt ratio

- The Group uses strong financial leverage and a very high debt-to-asset ratio, which affects solvency as well as loan interest which is a significant cost in business operations.

3, Opportunity

3.1 High market demand

- One of Vingroup's opportunities is increasing market demand With the quality of life improving, the demand for tourism, entertainment, healthcare, and education services is increasing, and the market has more and more potential to expand.

3.2 Strong potential

- Strong potential is also another opportunity for Vingroup For the Vietnamese market, especially in the fields of Real Estate and Trade - Services, there are few businesses that possess strong potential like Vingroup Therefore, in the process of development and expansion, Vingroup will further outpace its competitors in the same field.

4, Threats

4.1 Facing increasingly high consumer expectations

- In the service sector, consumer expectations for service quality and convenience are increasingly high Therefore, Vingroup's challenge is to keep up with consumertrends as well as meet customer needs that change over time.

4.2 High level of competition

- One challenge that Vingroup faces is the high level of competition with many other companies and corporations Because the field in which Vingroup is operating has high profit margins and is the target of many other businesses, competition for Vingroup in key areas will become increasingly higher and more fierce.

III, The media strategy plan

3.1 Objectives – SMART Goals

Increase brand awareness by 20% among the target audience within 1 month: The media strategy will focus on creating brand exposure through multiple channels to reach the desired increase in brand awareness.

Generate 500 new leads for Vingroup's real estate properties through online channels: The media strategy will leverage digital channels to drive targeted traffic and capture leads interested in Vingroup's real estate offerings.

Increase website traffic by 30% within 1 month: The media strategy will utilize a combination of traditional and digital media channels to drive traffic to Vingroup's website and increase online engagement.

3.2 Media Strategy

The media strategy will emphasize storytelling and highlighting Vingroup's unique value proposition across all selected media channels It will aim to create a consistent and compelling brand narrative that resonates with the target audience.

Leveraging data-driven targeting and retargeting techniques, the media strategy will ensure the right messaging reaches the right audience at the right time, optimizing media efficiency and effectiveness.

The media strategy will integrate owned, earned, and paid media to maximize reach, engagement, and amplification of Vingroup's messaging across multiple channels.

3.3 Selecting Broad Media Classes

Traditional Media: The media strategy will utilize television, radio, print, andoutdoor advertising to reach a wide audience Popular TV channels and radio stations with high viewership and listenership among the target audience will be selected Print publications that align with target audience demographics and interests will also be considered Outdoor advertising placements will be chosen in high traffic areas for increased visibility.

Digital Media: The media strategy will allocate a significant portion of the budget to digital media due to its ability to target specific audience segments and provide real-time performance tracking Key digital media channels considered will include:

o Website: Display ads and native ads will be placed on relevant websites to reach the target audience while they are consuming related content.

o Social Media: The media strategy will prioritize platforms popular among the target audience, such as Facebook, Instagram, and YouTube Engaging content and targeted ads will be utilized to increase brand visibility, engage with users, and drive traffic to Vingroup's website.

o Search Engine Marketing: The media strategy will incorporate Google Ads to appear prominently in search engine results when potential customers search for relevant keywords.

o Online Video Platforms: Platforms like LinkedIn and TikTok will be explored to reach professionals and younger audiences respectively, through engaging and relevant video ads.

o Mobile Apps: The media strategy will consider partnering with popular mobile apps in Vietnam to enhance brand exposure and reach users on their mobile devices.

3.4 Selecting Media Within Classes

Traditional Media: The media strategy will select specific TV programs and time slots that align with the target audience's viewing habits and interests Radio stations with high listenership among the target audience will be identified Print media will be chosen based on readership demographics and content relevancy Outdoor advertising will focus on strategic locations with high footfall and visibility.

Digital Media: The media strategy will consider the popularity of specific websites for online display ads and native ads Social media platforms will be selected based on user demographics, engagement levels, and targeting capabilities Search engine marketing will focus on keywords with high relevance to Vingroup's offerings Online video platforms will be chosen based on user interest and quality of content Mobile apps will be selected based on their user base and relevance to Vingroup's target audience.

3.5 Media Use Decision

The media use decision will be based on several factors, including reach, cost-effectiveness, target audience availability, and overall impact.

The media strategy will allocate budget and media placements based on thechannels' ability to reach the target audience and achieve the set

The media mix will strive to strike a balance between traditional and digital media, leveraging the strengths of each channel to maximize brand exposure and engagement within the allocated budget.

IV, Creative strategy plan 4.1 Schedule

- Week 1: Concept Development - Brainstorm ideas for different campaign themesand concepts Present and refine the selected concept.

- Week 2: Storyboarding - Create visual storyboards based on the approved scripts Review and make necessary adjustments.

- Week 3: Talent Casting and Location Scouting - Identify and finalize talent for the video ads Scout and secure optimal locations for the video ads.

- Week 4: Video Shoot - Schedule and conduct the video shoot for TV commercialsand social media videos.

- Week 5: Photography Sessions - Conduct photoshoots for print advertisements, outdoor billboards, and digital display ads Capture high-quality visuals

highlighting the key features of Vingroup properties.

- Week 6: Graphic Design - Create engaging visuals and graphics for online and offline marketing collaterals Develop designs for social media posts, website banners, and print materials

- Week 7: Video Editing - Edit and assemble the video footage captured during theproduction phase Add motion graphics, transitions, and effects to enhance visual appeal.

- Week 8: Sound Design - Incorporate suitable background music, voiceovers, and sound effects to create an immersive audio experience Ensure audio quality and coherence with the overall brand messaging.

- Week 9: Review and Finalization - Seek feedback and review the edited videos, graphics, and sound design Make adjustments based on stakeholder input and finalize the creative elements.

- Week 10: Media Planning - Determine the media channels and ad placements for the TV commercials, digital display ads, and outdoor billboards Allocate budgets and negotiate media buying agreements.

- Week 11: Launch Campaigns - Release the TV commercials, social media videos, print ads, and outdoor billboards according to the predetermined schedule Ensure that the creative elements are delivered to the respective media outlets ontime.

4.2 Evaluation and Follow-up

Regularly monitor and analyze key performance indicators (KPIs) such as brand awareness, lead generation, website traffic, and engagement metrics.

Adjust the media plan if necessary based on the performance and insights obtained from data analysis.

Conduct surveys or customer feedback to measure the effectiveness and impact of the media campaign.

The media plan will be evaluated and refined on a regular basis to ensure continual progress and improved results in meeting Vingroup's aims.

VI, References

- https://vingroup.net/vi/gioi-thieu

- https://amis.misa.vn/49906/chien-luoc-kinh-doanh-cua-vingroup/