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MKT304 Group Assignment MKT304 Group Assignment
Typology: Assignments
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M K T 3 0 4 - M K T 1 5 0 5
TABLE OF CONTENTS
01 Introduction
Analysis of Promotional Program Situation
02
03
Analysis of Communication Process
04
Develop Intergrated Marketing Communication Program
05 Budget Determination
06
Evaluate promotional program results/ effectiveness (How/ Tool)
07 Conclusion
CONTENTS
M I R I N D A - P E P S I C O P A G E 1
INTRODUCTION
P R O D U C T
M i r i n d a i s o n e o f t h e l e a d i n g c a r b o n a t e d s o f t d r i n k b r a n d s w i t h t h r e e d e l i c i o u s f l a v o r s : O r a n g e , X a X a a n d S o d a C r e a m.
M I R I N D A ' s s t r o n g O r a n g e f l a v o r a n d a r o m a t i c X a X a h a v e l o n g b e e n l o v e d b y m a n y y o u n g p e o p l e b e c a u s e o f t h e i r r e f r e s h i n g t a s t e , a w a k e n i n g a l l s e n s e s a n d b r i n g i n g e x p l o s i v e f u n m o m e n t s w i t h f r i e n d s.
M i r i n d a i n t r o d u c e s a n e w m e m b e r : M I R I N D A S o d a I c e C r e a m - a c r e a m y , a r o m a t i c , f a t t y , d e l i c i o u s , t o n g u e - t w i s t i n g s o f t d r i n k , a n o t h e r o p t i o n f o r m o m e n t s o f l a u g h t e r , s o m u c h f u n!
M i r i n d a i s p a c k a g e d i n h a n d y p a c k a g i n g : 3 9 0 m l p l a s t i c b o t t l e , 1. 5 L p l a s t i c b o t t l e , 3 3 0 m l t a l l c a n , 3 0 0 m l c r o c k p o t. ( S u n t o r y p e p s i c o - 2 0 1 8 )
M I R I N D A - P E P S I C O P A G E 3
INTRODUCTION
O B J E C T I V E S
M I R I N D A - P E P S I C O P A G E 4
SWOT ANALYSIS
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
**- The product is rich in nutrients.
- Mirinda is associated with youthful
- The taste is suitable for Vietnamese
**- Abundant company finance.
- The recovery of the economy after the
**- Young population structure.
- Vietnam's climate is very suitable for
- Technology develops quickly and is
- There are large and reputable
- Materials guaranteed. - Inflation increased. - Various substitute
- Customers are increasingly
- Pressure from competitors
- Unfair competition.
M I R I N D A - P E P S I C O P A G E 6
E X T E R N A L A N A L Y S I S
Consumer
behaviour analysis
Buying Behavior
M I R I N D A - P E P S I C O P A G E 7
MARKET SEGMENTATION
01
-12-25 years old 04
02
03
M I R I N D A - P E P S I C O P A G E 9
TARGET MARKETING
MARKET POSITIONING
A t t e n t i o n S t r a t e g i e s
I n t e r e s t
D e s i r e
A c t i o n
S t r a t e g i e s
S t r a t e g i e s
S t r a t e g i e s
C o g n i t i v e S t a g e
A f f e c t i v e S t a g e
A f f e c t i v e S t a g e
B e h a v i o u r a l S t a g e
**- C o n t i n u e i m p l e m e n t i n g t h e p r o m o t i o n s t r a t e g y t h r o u g h Y o u t u b e c h a n n e l w i t h n e w b r a n d r e p r e s e n t a t i v e M a i A m N h a c
C r e a t i v e p r o d u c t s n e e d t o r e a c h t h e t a r g e t a u d i e n c e o f p e o p l e b e t w e e n t h e a g e s o f 1 2 a n d 2 5 ( G e n Z ) :
**- U s e s h o r t v i d e o s , i n s p i r a t i o n a l p h o t o s
A f t e r r e c e i v i n g t h e a t t e n t i o n o f t h e t a r g e t c u s t o m e r , M i r i n d a c o n t i n u e s t o d e l i v e r m e s s a g e s t h a t d i r e c t l y a f f e c t t h e d e s i r e o f c u s t o m e r s :
**- P r o d u c t s e x p r e s s t h e i r o w n s t y l e
Analyze source factors
**- Match with audience in target age
- The cost is in line with the estimate
- The ability to build trust is good, the
- Risk: Since the representative is a
- Familiarity: Being a familiar face
IMAGE: INSTAGRAM 29.MIMM (MAI MUSIC)
P A G E 1 3
ANALYZE CHANNEL
FACTORS
Flexible: When selling directly, if customers have problem with product or conditions of sale, the salesperson is completely capable of adjusting these factors to suit the needs of customers, sometimes individual needs
High cost to hire and operate a personal sales team
Powerful: Can build direct relationship with customers to promote product consumption
Difficult to agree on the message that the company wants to convey, because the understanding and expression of each salesperson is different.
Difficult to control possible negative behaviors: Sales staff quote higher prices than company's regulations, hide revenue, disclose customer information to competitors, etc
Real time:
**- Timely dialogue, detailed instructions
There may be competition and conflict among sales staff in company, thereby negatively affecting the company's operations.
P E R S O N A L C H A N N E L S ( P E R S O N A L S E L L I N G )
GOOGLE^ TV
SOCIAL MEDIA^ E-COMMERCE
ANALYZE CHANNEL
FACTORS
N O N - P E R S O N A L C H A N N E L S ( N O N - P E R S O N A L A D V E R T I S I N G )
An extremely large number of users, easier to exploit information resources Display prominently to attract customers' attention
Advertising on Google has many shortcomings, one of which is the spread of unorthodox information. This limits the user's access to company's advertisements Sometimes making customers feel annoyed
Pros:
Cons:
Reduce market search costs Information and data are digitized for easy management Large customer scale, sales process is faster and more efficient Products and services are displayed abundantly and regularly updated
The demand for quality verification has not been satisfied It is easy to have false evaluation information due to lack of objective evaluation from customers Customers cannot receive goods immediately but also take time to shipping
Pros:
Cons:
Visibility and vibrancy will make it easier for customers to be attracted, thereby helping customers remember our brand
High cost of running ads Advertising can be annoying to viewers because the ad repeats many times a day, these repetition can be boring for the audience, which is counterproductive
Pros:
Cons:
Can gain an advantage over other competitors very easily The number of users is extremely large and potential with many types of audiences and ages Can advertise products to all types of customers Low cost
The social network is too big that the ads may not reach all the target customers Customers do not trust advertising on social networks
Pros:
Cons:
M I R I N D A - P E P S I C O P A G E 1 6
M I R I N D A - P E P S I C O P A G E 1 8
TV-commercial: The success of the 2019 Tet campaign "The old story I ignore" relies mainly on TVC to convey the message to customers and achieve certain successes in increasing sales during Tet (brandsvietnam, 2019). Therefore, choosing TVC to advertise products is a good choice. It is suggested when combining with Den Vau and Bich Phuong to create a memorable viral music video for viewers. The music will have the content of skipping the hot summer weather, enjoy Mirinda your way and chill. Outdoor: Outdoor outreach can reach a large number of people. Mirinda will execute its advertising plan using outdoor advertising. These outdoor ads will be designed with eye-catching colors in harmony with the message " Hot angry / Drink Mirinda tamarind ice". One-column Billboards: It is suggested that billbroads be placed in easy-to-see positions at intersection corners with long red light waiting time. Wall-mounted Billboard: it is suggested to use the LCD screens outside of the shopping center to play short commercial TVCs with sound. This will help remember the brand associated with the piece of music. Bus shelters: In big cities like Hanoi, the use of buses is very popular for students, so placing an advertisement at the shelter will help the bus reach a large number of people. At the same time, it will be designed at some bus points with vending machines so that when waiting for the bus, people can buy products. Leaflets: will be combined with famous supermarket chains such as Big C, Vinmart, Aeon mall to clip into the supermarket's brochure.
M I R I N D A - P E P S I C O P A G E 1 9
ADVERTISING
