FT U

Marketing Communication in
International Business

Email: [email protected]

Course introduction

1. Course Objectives
2. Course Learning outcomes
3. Reading materials 1

4. Course contents and schedule

5. Course assessment

2
 FT U

1. Course objectives
Connecting Global Understanding Developing Business
Actors Communication Communication Skills
Dynamics
Communication in
international business This course helps This course equips them
connects actors from students understand the with theoretical
different countries and nature, meanings and knowledge and practical
cultures around the means of communication skills in business
world to achieve in international business communication for
economic goals and to activities. international business
position in the global actors.
business community.

2. Course learning outcomes

• Understand the basic knowledge including definitions, nature and means of
communication in international business.

• Synthesize business and socio-cultural knowledge to develop and implement 2

international communication plans and strategies.

• Identify communication development trends in international business.

4
 FT U

3. Reading materials

Textbook(s) Optional reading(s)

Georges. E. Belch & Michael A. Belch, Assoc Prof. Dr. Trương Đình Chiến,
Advertising & promotion: An integrated Integrated Marketing Communications,
marketing communications perspective, NEU Publishing House, 2019.
McGraw-Hill Irwin, 12 edition, 2021.

4. Course contents
Contents No.

Chapter 1: Overview of International Business Communications 1

Chapter 2: Communication Strategy and Plan in International Business 2-3

Chapter 3: Target audiences and communication message design 4-5

3

Chapter 4: Integrated marketing communications coordination 6-7

Chapter 5: Trade fairs and Direct Marketing 8-9

Chapter 6: Advertising and Public Relations (PR) 10-11

Chapter 7: Digital Communication Tools 12-13

Chapter 8: Media crisis management in International Business 14-15

6
 FT U

5. Course assessment

Form Content Proportion

Attendance 10%
Mid-term group Report: Problem identification, 30%
assignment and analysis, references, language,
presentation presentation (7 points)
Presentation: Group
presentation and Q&A
(3 points) 60%
Final Test MCQs (6 points),
Essay questions (4 points)

Chapter 1: Overview of Marketing

Communications in international
business
This chapter will provide a comprehensive overview of marketing
4
communications in international business, exploring its concept, role, and
characteristics. It will also delve into the impact of the digital age on
communication activities and provide an overview of communication tools.
Finally, the chapter will examine various media channels, including television,
radio, magazines, newspapers, and the internet.

8
 FT U

nhớ ôn theo câu hỏi cái này để cho final - thầy said

Chapter Outcomes
Upon completion of this chapter, students will be able to:
• Define and understand the concept of communication in international business.
• Identify the roles of communication in international business.
• Analyze the characteristics of communication in international business.
• Understand the impact of the digital age on communication activities.

• Gain an overview of communication tools.

• Explore various media channels, including television, radio, magazines,
newspapers, and the internet.

1.1. Concept, Role and Characteristics of

Communication in International Business

Concept
This section will delve into the fundamental aspects of communication in international business, exploring its
5
definition, roles, and key characteristics.

10
 FT U

1.1.1. Concept
- Integrated marketing communication (IMC) is a strategic approach to marketing
communications that involves coordinating all promotional activities to deliver a
consistent message about a brand or product to the target audience. IMC
emphasizes the importance of a unified message across all communication
channels to maximize impact and effectiveness.
- According to Belch in Advertising and Promotion: An Integrated Marketing
Communication Perspective, IMC is "a strategic business process used to plan,
develop, execute, and evaluate coordinated, measurable, persuasive marketing
communication programs over time with customers, prospects, employees,
investors, and other relevant stakeholders. "

11

Clarify Marketing and IMC

Marketing gồm
IMC
Marketing is broader, encompassing IMC focuses on communication
product development, pricing, activities like advertising, public
distribution, and customer relationship relations, sales promotion, and direct
management. marketing.

12
 FT U

Definitions of Marketing
American Marketing Association Philip Kotler
(AMA) Kotler defines marketing as "the
The AMA defines marketing as "the science and art of exploring, creating,
activity, set of institutions, and and delivering value to satisfy the
processes for creating, communicating, needs of a target market at a profit."
delivering, and exchanging offerings He highlights the creation of value and
that have value for customers, clients, customer satisfaction as core concepts.
partners, and society at large."

13

Marketing vs. IMC

Market Research 1
Understand your market
and your customers
2 Market Segmentation
Divide the market into groups
Targeting with similar needs
3
Select your ideal customers
4 Positioning 7

Define the unique value of your brand

Marketing mix 5
Product, price, place, promotion
6 Promotion
One of the elements of the
IMC marketing mix
7
Integrated marketing communication

14
 FT U

1.1.2. Roles of marketing communication in international business

This section will explore the various roles that communication plays
in international business. Each role will be discussed in a separate slide,
accompanied by relevant examples.

15

16
 FT U

Inform Consumers
About Products and
Services
- Marketing communication plays a vital role
in informing consumers about a company's
products or services.
- It provides details about features, benefits,
pricing, and availability. For example, a
company might use advertising, public
relations, or social media to communicate
information about a new product launch.
17

Persuade Consumers to Purchase

• Marketing communication persuades consumers to buy products or services.
• Highlighting unique selling propositions (USPs) can be persuasive.
• Building emotional connections with consumers is essential for persuasion.
9
• For instance, a company might use emotional messaging in advertising or
social media campaigns to encourage consumers to try a new product. For
example, a car company might use an advertisement showing a family
enjoying a road trip to connect with consumers on an emotional level and
persuade them to buy their car.
emotional messaging: create connections with customers, increase engagements and sales

18
 FT U

Building
Relationships
Building relationships is the third role of marketing
communication in international business.

A brand can create a community around its products,

engage with consumers, and foster customer loyalty.

19

Creating Brand
Awareness
- Marketing communication plays a crucial role in building
brand awareness. 10

- Consumers need to recognize and remember a brand or

product to make informed purchasing decisions.

20
 FT U

1.1.3. Characteristics
This section will examine the key characteristics of marketing communication in
international business. Each characteristic will be discussed in a separate slide,
along with relevant examples.

1 Characteristic 1 2 Characteristic 2
Marketing communication in international Political and economic factors significantly
business is diverse and complex due to influence international communication
chính sách đối ngoại
varying cultures, languages, and customs, strategies. Trade barriers, diplomatic policies,
requiring tailored approaches and messages. and global economic conditions affect
implementation.
3 Characteristic 3
Interconnected communication channels are 4 Characteristic 4
tối cao, ý nghĩa lớn
essential for international business success. Cultural sensitivity is paramount. Companies
Companies must integrate different channels must adapt their communication messages
like television, print media, social media, and and imagery to align with the culture, values,
email marketing to reach their target and preferences of each target market.
audiences effectively.
21

Diversity and Complexity in

Marketing Communication
- International marketing communications
present unique challenges due to cultural
variations and diverse consumer preferences. 11

- Companies must adapt their messaging and

strategies to effectively reach target audiences
across different countries and regions.

22
 FT U

Influence of Political and

Economic Factors

- Political and economic factors influence the

implementation of international
communication strategies.
- Companies must carefully consider
advertising and media regulations in each
target country.

23

Interconnectedness of Communication
Channels
• Various communication channels, including television, print media, social
media, email marketing, and public relations, are interconnected and must
be strategically integrated.
12

• This integration ensures consistent messaging and a cohesive brand experience across all tou

• Companies can leverage different channels to reach specific target audiences

and achieve their communication objectives.

24
 FT U

Need for Cultural Sensitivity

• Companies should understand the cultural context of their target market.

• Adapting communication messages and imagery to align with the culture,

values, and preferences of each target market is crucial.

• Cultural sensitivity is vital in avoiding misunderstandings and ensuring

that communication is received positively.

25

1.2. The Change of Communication

Activities in the Digital Age and the
Overview of Communication Tools
This section will explore the impact of the digital age on communication activities 13

in international business. It will also provide an overview of communication tools

used in this context. Each topic will be discussed in a separate slide.

26
 FT U

The Change of Communication Activities

in the Digital Age

Global Reach Targeted Engaging Content Data-Driven

Digital platforms Messaging Digital marketing Decisions
have expanded the Digital tools allow provides Digital marketing
reach of for personalized opportunities for offers data-driven
marketing messaging to interactive content insights, allowing
communications. reach specific that engages companies to
Companies can target audiences consumers and track performance
connect with based on fosters brand and optimize
consumers demographics and loyalty. communication
worldwide. interests. strategies.

27

1.3. The Media

This section will discuss the diverse range of media used in
international marketing communications, encompassing traditional
14
and digital channels.

28
 FT U

1.3. The Media

Traditional Media
Traditional media channels such as television, print media, radio, and
outdoor advertising are still relevant in international marketing.
bất kỳ hình thức quảng cáo nào được hiển thị ngoài nhà

Digital Media
Digital media channels, including websites, social media, email
marketing, and search engine optimization (SEO), have become
increasingly important.

Emerging Media
Emerging media channels, such as influencer marketing, podcasts, and
mobile advertising, present new opportunities for companies.

29

15
 FT U

Chapter 2:
Communication
Strategy and Plan in
International Business
This presentation will explore how to develop effective
communication strategies for reaching international
markets. The chapter includes two main parts: the
communication process and the IMC planning process.

2.1. Analyzing the

Communication Process
Describe the communication process and its role in IMC.
Describe the basic model of the communication process. 1

Discuss the role of word-of-mouth influence and viral marketing.

Analyze receivers’ responses to marketing communications and their implications for
promotional planning and strategy
Describe the influence of social media on the consumer decision process.
Discuss consumers’ cognitive processing of marketing communications.

2
 FT U

The Nature of Communication

Communication has been variously defined as the passing of information, the

exchange of ideas, or the process of establishing a commonness or oneness of
thought between a sender and a receiver. These definitions suggest that for
communication to occur, there must be some common thinking between two
parties and information must be passed from one person to another (or from one
group to another). As you will see in this chapter, establishing this commonality in
thinking is not always as easy as it might seem; many attempts to communicate
are unsuccessful.

The Nature of Communication

The communication process is often very complex. Success depends on such
factors as the nature of the message, the audience’s interpretation of it, and the
environment in which it is received. The receiver’s perception of the source and
the medium used to transmit the message may also affect the ability to
communicate, as do many other factors. Words, pictures, sounds, and colors may
2
have different meanings to different audiences, and people’s perceptions and
interpretations of them vary.
Language is one of the major barriers to effective communication; there are
different languages in different countries, different languages or dialects within a
single country, and subtler problems of linguistic nuance and vernacular.

4
 FT U

Basic Model of Communication

• Two elements represent the major participants in the communication process,
the sender and the receiver.
• Another two are the major communication tools, message and channel.
• Four others are the major communication functions and processes: encoding,
decoding, response, and feedback.
• The last element, noise, refers to any extraneous factors in the system that can
interfere with the process and work against effective communication.

The Basic Communication Model

6
 FT U

Source Encoding
The sender, or source, of a communication is the person or organization that has
information to share with another person or group of people. The source may be
an individual (say, a salesperson or hired spokesperson, such as a celebrity, who
appears in a company’s advertisements) or a nonpersonal entity (such as the
corporation or organization itself).

Encoding Process

Translating Ideas Choosing Words and Considering the Audience

Symbols
The sender starts by This involves carefully The sender must consider
putting their thoughts selecting words and who they are
and ideas into a form symbols to communicate communicating with and
that can be sent. the message clearly. the situation to make sure
the message is understood.

8
 FT U

Message Factors
Contains the information or meaning the source hopes to convey. The message
may be verbal or nonverbal, oral or written, or symbolic. Messages must be put
into a transmittable form that is appropriate for the channel of communication
being used. In advertising, this may range from simply writing some words or
copy that will be read as a radio message to producing an expensive television
commercial.

Structure Content Appeals

Organization and flow of Actual information Emotional or rational

information. conveyed in the approaches used.
message.

Channel Selection

The method by which the communication travels from the source or sender to the
receiver. At the broadest level, channels of communication are of two types,
nonpersonal and personal. Nonpersonal channels of communication are those that
carry a message without direct, interpersonal contact between the sender and 5

receiver. Nonpersonal channels are generally referred to as the mass media or mass
communications, since the message they contain is directed to more than one person
and is often sent to many individuals at one time.

10
 FT U

Channel Selection
Nonpersonal channels of communication consist of two major types, print and
broadcast. Print media include newspapers, magazines, direct mail, and billboards;
broadcast media include radio and television.

Personal channels involve direct communication between two or more persons and
can occur through interpersonal contact (face-to-face) or via other methods such as e-
mail or through social media. Salespeople serve as personal channels of
communication when they deliver a selling message or presentation to a buyer or
potential customer

Evaluate Channels Select Optimal Mix

Identify Audience
Determine target demographic and preferences. Assess reach, cost, and effectiveness. Choose channels for maximum impact.

11

Receiver Characteristics
The receiver is the person(s) with whom the sender shares thoughts or
information. Generally, receivers are the consumers in the target market or
audience who read, hear, and/or see the marketer’s message and decode it.

Decoding is the process of transforming the sender’s message back into thought. 6

This process is heavily influenced by the receiver’s frame of reference or field of

experience, which refers to the experiences, perceptions, attitudes, and values he
or she brings to the communication situation.

12
 FT U

Receiver Characteristics

Demographics Psychographics Cultural Context

Age, gender, income, Lifestyle, values, Norms, beliefs, and
education levels. attitudes, interests. cultural influences.

Prior Experience
Past interactions with brand or product.

13

Decoding Process
Message Reception
Receiver exposed to encoded message.

Interpretation 7

Assign meaning to received symbols.

Comprehension
Understand intended message content.

14
 FT U

Noise in Communication

Physical Noise Psychological Noise Semantic Noise

External distractions Internal biases or Misunderstandings due to
affecting message preconceptions. language or jargon.
transmission.

15

Feedback Mechanisms

Direct Feedback Indirect Feedback Continuous Monitoring

Immediate Sales data, Ongoing analysis
responses from market of communication 8

receiver. research, social effectiveness.

media metrics.

16
 FT U

Models of
Communication
1 Linear Models
One-way communication flow.

2 Interactive Models
Two-way exchange between sender
and receiver.

3 Transactional Models
Simultaneous sending and
receiving of messages.

17

Cognitive Processing, In the context of marketing communications, it involves how consumers process messages, which includes their thoughts, beliefs,
and evaluations regarding the information presented.

Cognitive Response
Model
1 Message Exposure
Initial contact with communication.
9

2 Cognitive Processing
Mental evaluation and response generation.

3 Attitude Formation
Development of opinions based on responses.

no emotional response yet

18
 FT U

Elaboration Likelihood Model

Central Route Peripheral Route

Thoughtful consideration of Focus on superficial cues,
message arguments. less cognitive effort.

19

Message Framing 10

Positive Framing Negative Framing

Emphasize benefits and gains. Focus on avoiding losses or risks.

Emotional Framing Rational Framing

Appeal to feelings and experiences. Present logical arguments and facts.

20
 FT U

Source Credibility

Trustworthiness
Perceived honesty and integrity.

Expertise
Specialized knowledge and skills.

Attractiveness
Likability and appeal to audience.

21

Message Repetition

1 Initial Exposure
First contact with message.

2 Familiarity Building 11

Increased recognition through repeated encounters.

3 Optimal Frequency
Balance between effectiveness and wear-out.

22
 FT U

Channel Selection Factors

1 Reach
Number of people exposed to message.

2 Frequency
Number of times audience encounters message.

3 Impact
Qualitative value of message exposure.

4 Cost Efficiency
Return on investment for each channel.

23

Integrated Marketing
Communications

Cohesion
Unified message across all channels.

12

Consistency
Aligned brand voice and positioning.

Synergy
Combined effect greater than individual parts.

24
 FT U

Digital Communication Channels

Social Media Email Marketing Content Marketing

Platforms for Direct, personalized Valuable information to

engagement and viral communication with attract and retain
spread. audience. customers.

25

Traditional vs. Digital

Communication
Aspect Traditional Digital

Reach Limited by Global potential 13

physical
boundaries

Interactivity One-way Two-way

communication engagement

Measurability Limited metrics Detailed analytics

26
 FT U

Cross-Cultural Communication

Language Adaptation
Translating and localizing content.

Cultural Sensitivity
Respecting local customs and values.

Visual Adjustments
Adapting imagery for cultural relevance.

Regulatory Compliance
Adhering to local laws and standards.

27

Measuring Communication
Effectiveness
Set Objectives
Define clear, measurable goals.

Choose Metrics
Select relevant KPIs for evaluation. 14

Collect Data
Gather information from various sources.

Analyze Results
Interpret data to assess performance.

28
 FT U

Ethical Considerations in
Communication

Transparency
Clear disclosure of promotional content.

Truthfulness
Honest representation of products and services.

Privacy
Respecting consumer data and preferences.

29

Future Trends in
Communication
1 AI-Driven Personalization
Tailored messages based on individual preferences.
15

2 Virtual and Augmented Reality

Immersive brand experiences and storytelling.

3 Voice-Activated Interfaces
Communication through smart speakers and
assistants.

30
 FT U
Crisis communication is a specialized area of communication that involves the dissemination of information to the public and stakeholders during a
crisis situation. It focuses on managing the flow of information and maintaining transparency to protect the reputation of an organization, mitigate
damage, and ensure the safety and well-being of stakeholders.

Crisis Communication

1 Preparedness
Develop response plans for potential scenarios.

2 Rapid Response
Quick, transparent communication during crisis.

3 Recovery
Rebuild trust and manage long-term impact.

31

Communication in the Customer

Journey
Awareness
Introduce brand and offerings.

Consideration
Provide detailed information and comparisons. 16

Purchase
Guide decision-making process.

Loyalty
Maintain engagement and encourage advocacy.

32
 FT U

Conclusion: Effective Communication

Strategies

Audience-Centric Approach
Tailor messages to specific target groups.

Integrated Channels
Leverage multiple platforms for cohesive messaging.

Continuous Optimization
Regularly analyze and improve communication efforts.

Authentic Engagement
Build genuine connections with audience.

33

17
 FT U

2.2. IMC Planning

Process
- In developing an integrated marketing
communications strategy, a company
combines the various promotional-mix
elements, balancing the strengths and
weaknesses of each to produce an
effective communication program.

- Integrated marketing communications

management involves the process of
planning, executing, evaluating, and
controlling the use of the various
promotional-mix elements to effectively
communicate with target audiences

The IMC Planning Process

Review of Marketing Plan
Examine overall marketing objectives and strategies.

Analysis of promotional program situation

Conduct internal and external analysis of promotional factors.

Analysis of Communication Process

Analyze source, message, and channel factors.

Budget Determination 1
Set tentative marketing communications budget.
tạm thời

Develop integrated marketing communications program

Integrate and implement marketing

communications strategies

Monitor, Evaluate, and control IMC program

2
 FT U

Review of Marketing Plan

• Examine overall marketing plan and objectives

• Role of advertising and promotion

2

• Competitive analysis

• Assess environmental influences

4
 FT U

Analysis of Promotional
Program Situation
• Internal analysis Promotional department organization
• Firm’s ability to implement promotional program
• Agency evaluation and selection

• Review of previous program results

• External analysis
• Consumer behavior analysis

• Market segmentation and target marketing

• Market positioning
5

Internal Analysis in IMC Planning

Organizational Past Performance Brand Equity
Capabilities
Evaluate the
Assess the firm's Review successes company's or
ability to develop and failures of brand's image and
and implement previous promotional reputation. Consider
3

successful IMC programs. Analyze how existing brand

programs. Evaluate past budgets, equity impacts
the marketing strategies, and promotional
communications results to inform strategies and
department's future planning. messaging.
organization and
effectiveness.

6
 FT U

External Analysis in IMC Planning

1 Customer Analysis
Study customer characteristics, buying patterns, and decision
processes.

2 Market Segmentation
Identify and evaluate potential target markets.

3 Competitive Analysis
Examine competitors' strengths, weaknesses, and promotional
strategies.

4 Environmental Factors
Assess relevant demographic, economic, and sociocultural
trends.

Analysis of Communication Process

• Analyze receiver’s response processes

• Analyze source, message, channel factors

• Establish communication goals and objectives

4

8
 FT U

Communication Process Analysis

Consumer Response Message Factors Channel Selection

Examine how Consider the Evaluate various media
consumers impact of channels and their
process and different types effectiveness for the
respond to of advertising target audience.
marketing messages on
communications. consumers.

Communication Goals

Establish specific communication objectives separate from overall marketing goals.

Budget Determination

• Set tentative marketing communications budget

• Allocate tentative budget

10
 FT U

Budget Determination in IMC

Objective-Based Approach
Ideally, determine budget based on
what's needed to achieve communication objectives.

Available Funds Method

Often, budget is set based on available resources.

Percentage of Sales
Budget may be determined as a percentage of company
or brand sales revenue.

Tentative Allocation
Initial budget may be adjusted as
specific promotional strategies are developed.

11

Develop Integrated Marketing Communications

Program

12
 FT U

Integrate and Implement Marketing

Communications Strategies
• Integrate promotional-mix strategies
• Create and produce ads
• Purchase media time and space
• Design and implement direct-marketing programs

• Design and distribute sales promotion materials

• Design and implement public relations/publicity programs

• Design and implement digital/Internet marketing programs

13

Developing the IMC Program

1 Role Definition
Determine the importance and function of
each promotional element.

2 Element Coordination
Plan how different promotional elements will
work together cohesively.
7

3 Objective Setting
Establish specific objectives for
each promotional-mix element.

4 Strategy Development
Create detailed strategies for achieving
objectives within each element.

14
 FT U

Advertising Program Development

1 Objective Setting
Establish specific communication
goals for the advertising campaign.

2 Budget Allocation
Determine funds available for ad
development and media
purchases.
3 Message Development
Create the core appeal and
message for the target audience.
4 Media Strategy
Select appropriate channels to
deliver the advertising message
effectively.
15

Creative Strategy in Advertising

Message
Conceptualization
Develop the core idea
and appeal that will
resonate with the target
audience.
Execution Planning 8
Determine how the
message will be brought
to life visually and
verbally. Brand Alignment
Ensure the creative
approach aligns with
overall brand identity
and positioning.

16
 FT U

Monitor, Evaluate, and Control

Integrated Marketing Communications
Program
• Evaluate promotional program results/efectiveness

• Take measures to control and adjust promotional strategies

17

Media Strategy Development

1 Media Type Selection
Choose appropriate media categories (e.g., TV, print, digital) based on campaign goals.

2 Specific Media Choices

Select individual media outlets within chosen categories.

3 Scheduling
Plan the timing and frequency of media placements.

4 Budget Allocation
Distribute budget across chosen media to maximize reach and effectiveness.

18
 FT U

Role of Advertising Agencies

Creative
Development
Conceptualize Media Planning
and produce Evaluate,
advertising select, and Strategy
messages and purchase
Consultation
campaigns. media to Provide
reach target expert advice
Campaign
Management
audiences on overall
effectively. marketing Oversee the
and execution and
communicatio coordination of
n strategies. various campaign
elements.
19

Integrated Marketing Communications

Specialists

Digital/Interactive Agencies Sales Promotion Firms

Specialize in online and digital marketing strategies Focus on developing and
and execution. implementing promotional
tactics to drive sales. 10

Direct Marketing Companies Public Relations Agencies

Expertise in targeted, personalized marketing Manage reputation and
communications. media relations for organizations.

20
 FT U

Monitoring and Evaluation in IMC

1 Performance Tracking
Continuously monitor the effectiveness of IMC program
elements.
2 Goal Alignment Check
Assess how well the program is meeting communication
and marketing objectives.
3 Root Cause Analysis
Identify reasons behind successes or shortcomings
in the program.
4 Feedback Integration
Use insights gained to inform future planning and strategy
development.

21

The Integrated Approach to

Marketing Communications
Holistic Perspective
View all
promotional Cross-Functional Skills
elements as
part of a Professionals are 11

unified strategy expected to

rather than understand and
separate use various Agency Evolution
functions. marketing
Ad agencies now offer
communication
services across multiple
tools.
marketing
communication areas.

22
 FT U

The Future of Integrated Marketing

Communications

AI and Machine Learning

Leverage advanced technologies for predictive analytics and automation.

Virtual and Augmented Reality

Create immersive brand experiences through VR and AR technologies.

Voice Search Optimization

Adapt strategies for voice-activated devices and searches.

Blockchain in Marketing
Utilize blockchain for enhanced transparency and data security.

23

Global Considerations in IMC

Cultural Sensitivity
Adapt marketing
messages and
strategies to local
cultural norms and
values.
Regulatory Compliance 12

Navigate diverse legal

and regulatory
landscapes in different
markets. Localization
Tailor content and
campaigns to resonate
with specific regional
audiences.

24
 FT U

The Evolving Landscape of IMC

1 Continuous 2 Integration is Key
Adaptation
Success in IMC
IMC professionals relies on seamlessly
must stay agile and integrating various
adapt to rapidly marketing elements
changing marketing for a cohesive brand
technologies and message.
consumer behaviors.
Ethical Imperative 3 Data-Driven Future
4
The future of IMC
will be increasingly
driven by data
analytics and
personalization
technologies.

25

13
 03 /1 1 /2 0 2 4

Chapter 3. Objectives, Target Audience and Messages in

the Process of Building and Implementing a Practical
Marketing Communication Plan

This chapter presents in detail the 6-step process from strategic

planning to execution in Marketing Communication, including:
Marketing Research, Marketing communication strategy, Creative
idea, Media Planning, Action Plan, Control. It provides
comprehensive guidance on how to build and implement an effective
Digital Marketing campaign.

cái process này thực tế hơn

Overview of the 6-Step Process

Marketing Research 1
The foundation of any successful digital marketing
campaign lies in understanding your target audience,
their needs, and the competitive landscape. 2 Marcom strategy
Based on your research, develop a clear roadmap for
your campaign, outlining goals, target audiences,
Creative idea 3 messaging, and key performance indicators (KPIs).
Brainstorm creative and engaging communication
ideas that resonate with your target audience,
considering their preferences and channels they 4 Media Planning
frequent. Choose the most effective media channels to reach 1
your target audience, considering their online
Action Planning 5 behavior and the nature of your message.
Create a detailed action plan outlining the specific
tasks, timelines, and resources required to implement
your campaign effectively. 6 Monitoring, Evaluation and
Adjustment
Track the performance of your campaign using
analytics tools to measure key metrics and adjust
your strategies based on data insights to maximize
effectiveness.

2
 03 /1 1 /2 0 2 4

TA
Competitor
current communication status
1. Marketing Research

In Marketing textbooks, the Marketing Research activity provides

information about the Marketing environment around the business,
including the macro environment and the microenvironment. In
reality, the Online Research activity in building a digital
communication plan mainly revolves around three main research
subjects: Target customers, competitors, and the current
communication status.

Target Customer Research

The model commonly used in the customer research process is 5W1H.
- Who: Who are the consumers and buyers of the product? Who is the decision maker,
who has influence in the product consumption decision? What are the different customer
segments? Estimate the size of each customer segment?
- What: What do customers buy - what benefits do they want from the brand or product?
What are the customers' reasons to buy (RTB)?
- Why: Why do customers want and act that way? What are the underlying "Customer 2

Insights" in the customers' minds related to the brand and product?

- When, Where, How: When do customers develop a need for the product? What are the
appropriate times, social contexts to implement communication activities? Where do
customers appear on various media during the product purchase decision process? What
are the customer's information sources? How does the customer's product consumption
decision process unfold?

4
PHẢI SEGMENT TỐT THÌ NHỮNG PHẦN SAU MỚI OKE bằng cách list ra tiêu chí (2 tiêu chi 2 chiều)
 03 /1 1 /2 0 2 4

Simulating the Customer Journey

Simulating the customer journey on the Internet is an important part

of customer research. Nowadays, customer decision-making behavior
has changed significantly with the rapid development of digital
technology. Simulating a customer's journey on the Internet with
various media touchpoints has become a mandatory requirement in
customer research activities.

Internet-Based Customer Research Tools

In the digital environment, there are also very distinctive tools for
collecting customer information, such as Social Listening systems,
Online Survey platforms, and tools for researching customer behavior
on the Internet. The essence of these tools is the analysis of a large
data set - Big Data about Internet users. Providers of digital products 3

such as Google, Facebook, search engines, e-commerce websites, etc.

have data on user activity on their platforms (including personal
information and activity history data). From this data source, they or
third-party partners will analyze it into information to support
advertisers.

6
 03 /1 1 /2 0 2 4

Competitor Analysis
Competitor analysis is an extremely valuable activity that provides companies with
insights into the communication activities of their competitors, allowing them to assess the
relative positioning of their own communication efforts. It also offers important
suggestions for decisions in the communication plan.

1. Understand the communication methods of competitors

2. Communication content:
What is the nature of the communication content? What are the notable communication ideas?
What online communication channels and advertising formats are being used?
3. Predict the communication strategy of competitors
4. Understand competitors in the customer's mind
What are customers saying about the competitor's brand or products?
By continuously monitoring the communication activities of competitors, you can predict
their communication objectives, the target audiences they are addressing, and the messages
they are trying to convey.

Competitor Analysis Methodology

The analysis of the competitor's communication activities should start

kênh sở hữu kênh trả phí
from the channels owned by the competitor (Owned Media), the paid
media channels, and then the earned media channels. In the digital
environment, there are many specialized tools that can be introduced
4

for competitor research, such as: Keywordtool.io, Socialone.us,

Ahrefs.com, Semrush.com, Similarweb.com...

8
 03 /1 1 /2 0 2 4

Review of Communication Activities

A communication plan needs to be designed specifically for each product or brand. We
will have a "cloud-based" plan if we overlook the review of the company's current
communication status. Before embarking on proposing anything in the plan, the planner
answers a few questions:

1. Digital Marketing is just a part of Marketing, the plans need to be consistent with the
overall Marketing strategy and the company's brand strategy. So what is the current
Marketing strategy and brand strategy?
2. The system of the company's owned media channels such as: Website, Facebook
fanpage, Youtube channel, ... what is their current status? Are the interfaces, features
and content on them optimized for user interface and user experience?
3. For the company's paid media channels such as: Facebook Advertising, Google
Adwords, Youtube Advertising ... what is their current status? What are the current
bidding costs and performance metrics? How are the effectiveness of the
communication channels measured and evaluated?
4. In terms of human resources, what is the scale of the company's Digital Marketing
activities? What are the current outsourcing options? What are the challenges faced in
the implementation personnel system?

The Importance of Reviewing Marketing Activities

Sometimes a communication plan helps a business achieve its goals
not through new communication strategies and ideas, but from
optimizing activities and solving the problems the business is facing,
such as adjusting the website, classifying the customer email list,
optimizing advertising accounts... The more information we have
5
about the company's current communication status, competitor
information and target customers, the more we understand the
"starting point" and what is happening around the business - a critical
task before embarking on specific strategic planning.

10
 03 /1 1 /2 0 2 4

2. Target, Audiences & Message

A communication strategy has three key components:

- communication objectives,
- target audiences,
- and communication messages.
The planner must make these important decisions before starting to
build a communication plan.

11

Communication Objectives
The communication objectives are the destination of a communication plan,
built on a set of S.M.A.R.T. criteria as follows:
• Specific: Concrete, easy to understand
• Attainable: Achievable, within reach
• Measurable: Quantifiable
• Relevant: Practical for the business
• Time-Bound: Completion timeline 6

Two basic communication objectives:

- Communication to support brand building - referred to as Brand
Communication,
- Communication to support sales activities - referred to as Sales
Communication.

12
 03 /1 1 /2 0 2 4

Brand Communication Objectives

For brand communication objectives, before setting the objectives, you should answer the
question: How do you know if a brand communication campaign is effective, when the
brand is an important asset of the company, but this asset lies in the minds of customers?

In reality, to know if brand communication activities are effective or not, the company
must conduct customer surveys, using questionnaires designed to measure brand health.
The results of these surveys will provide indicators on the level of brand awareness such
as Top Of Mind, Spontaneous, Prompt; indicators on the level of remembering brand
attributes such as Brand Attribute or simply the ability to remember recent
communication messages or campaigns. Comparing the changes in these indicators at
different times before and after the implementation of communication campaigns will
help the company evaluate the effectiveness.

13

Example of Brand Communication Objectives

A brand objective will be stated as follows: "Increase the Top of Mind awareness of
brand A in the X industry from 27% to 30% within the next 12 months". This brand
communication objective can only be measured and evaluated after a certain period of
implementation.

However, when developing a communication plan, in order to closely monitor and

evaluate the effectiveness of brand communication, we need to establish a set of 7

performance indicators - Key Performance Indicators. The main components of a brand

communication KPI set will include basic metrics on visibility and engagement such as:
number of content impressions, number of people reached across media channels, number
of interactions on content...

14
 03 /1 1 /2 0 2 4

Sales Communication Objectives

For sales communication objectives, before setting this type of objective, we also have a
similar question: How do we know if a sales-supporting communication campaign is
effective? Some related terms:
• Action: A customer action that connects with the business after viewing product
information (total number of calls to the hotline, total chat sessions, total inbox
messages, etc.)
• CPA - Cost Per Action: The average cost of communication that the business must
spend to get one interaction. CPA is calculated by dividing the total communication
budget by the total interactions achieved.
• Lead: A customer that the business has complete contact information for after the
customer interacted. Usually each business will have its own definition of what
customer information qualifies as a Lead (including one, two or more information such
as: Name, phone number, email address, workplace, etc.)
• CPL - Cost Per Lead: The average cost of communication that the business must spend
to get one Lead. CPL is calculated by dividing the total communication budget by the
total Leads achieved.
• Sale: A successful customer purchase transaction. Depending on each product or
service, a customer transaction may involve buying one or more products, and have
different values.
• CPS - Cost Per Sale: The average cost of communication that the business must spend
to get one Sale. CPS is calculated by dividing the total communication budget by the
total Sales achieved.

15

Example of Sales Communication Objectives

An effective sales communication campaign will be reflected in

increased Action, Lead, and Sale indicators, ensuring progress, and
keeping CPA, CPL, and CPS indicators within acceptable limits.
Therefore, a sales communication objective can be stated as follows:
"Achieve 1,000 Leads with a maximum CPL of 100,000 VND within 8

the next month." To evaluate the effectiveness of sales

communication and make timely adjustments, the business must
continuously measure the Action, Lead, and Sale generated from the
sales and customer service departments.

16
 03 /1 1 /2 0 2 4

Target Audiences and Communication Messages

Deciding on the target communication audiences is to identify the groups that we need to
convey the message about the product or brand to. This could be the consumers of the
product - Consumers or the direct purchasers of the product - Shoppers, or it could also be
those who influence the purchasing decision of the product. Determining who the target
audience groups are will guide the development of the message, and the selection of
appropriate communication channels. This decision almost dominates the entire
communication activity that follows it.
The communication message is usually built from the brand or product values. A product
or brand can always possess many good values, either rational or emotional. However, a
classic mistake in communication is to convey messages about all of these values.
Customers will not be able to remember or will have a hard time being impressed by a
message that encompasses too many values. Selecting a few most appropriate ones to
build a consistent message across all products, communication channels and at specific
times is not an easy decision.

17

Creative Communication Ideas

Creative and impressive communication ideas are always a popular

topic when it comes to the field of communication. When you see an
award-winning creative product from the Cannes Lions, have you
ever wondered where the idea for it came from?
9
"An idea is a creative solution to a problem."

So what problems in communication need to be solved with creative ideas?

18
 03 /1 1 /2 0 2 4

Communication Challenges
Each brand and product in the communication process to the market will face certain
difficulties. When reviewing the current operations of the business, we can identify these
issues. However, there are two common issues in communication activities:

Issue 1: Consumers are increasingly disliking watching ads and not interacting with
advertising content. They switch TV channels, throw flyers in the trash, turn off pop-ups,
click the skip ads button, ... as if they don't care about the content in them.

Issue 2: Competition in the media is increasing. Brands and products are investing more
and more in communication activities. Viewers are overwhelmed by information, and the
necessary frequency of ad displays is increasing, but this does not create enough recall in
their minds.

19

The Nature of Communication Ideas

From this perspective, we can see that the essence of communication

ideas is a creative way to deliver communication messages to
customers without being rejected. 10

20
 03 /1 1 /2 0 2 4

How to Generate Ideas?

If the "communication message" usually originates from a brand or

product value that the customer wants to own, this is an RTB -
Reason To Buy. Then the "communication idea" often originates from
a different value outside the product that attracts the customer, which
is an RTA - Reason To Attend. A complete communication idea is
actually the result of the "addition" of an RTB and an RTA.

21

Challenges in Idea Creation

A common challenge in idea creation is finding the right RTA to

combine it with RTB, while ensuring that the RTA does not create
negative impacts on the brand image. The first thing we should do to
"pave the way" for the emergence of a creative idea is to remove all
constraints regarding the RTA. 11

22
 03 /1 1 /2 0 2 4

Steps for Creative Ideation

Step 1
Write down all the ways you think we can use it to grab the attention
of the target audience (RTA).

Step 2
Try combining that approach with the communication message
we want to convey (combine RTA and RTB).

Step 3
Validate the idea based on the principles of the Stimulus - Response model.

23

Evaluating Idea Questions

Ask questions: How will target audience A, target audience B, the

media, competitors, etc. react to this communication idea? This will
help the company avoid subjective thinking and willfulness in
deciding on communication ideas. 12

24
 03 /1 1 /2 0 2 4

The Gap Between Intention and Perception

The Stimulus-Response model also confirms that there is a gap

between what we want to say and what the customer perceives. From
this perspective, communicating a message is not just about creating
content that says X and then placing it on media channels to be
successful. Rather, it requires finding creative ways to express X, so
that the method can elicit responses in the customer's mind that are
closest to what we want to say.

25

Examples of Communication Ideas

For example, the detergent brand O wants to convey the message "Getting dirty is good
for children" to the target audience of mothers with children aged 2 to 16 years old. The
essence of this message is the perspective on child-rearing: Let your children get dirty, as
getting dirty can help them learn many good things from life. However, mothers who are
usually very busy will not be easily attracted by starting an advertisement with these
"philosophies". And if the O brand simply repeats this message in various communication 13

products such as TV commercials, newspaper articles, or advertising banners, the risk is

that the audience engagement rate will not meet the expected target.

26
 03 /1 1 /2 0 2 4

Creative Communication Ideas

At that time, a creative communication idea emerged: Invite a songwriter to compose a
song on the theme of getting dirty and growing up, then invite the winners of the The
Voice Kid contest to produce a music video. The images in the music video will have
moments of the children getting dirty while playing sports, helping their mothers with
housework, participating in cleaning up or planting trees, ... and of course, the brand will
appear in it. The O brand will promote this music video on YouTube, Facebook ...
afterwards, they can also organize a flashmob dance activity to the tune of the song on
pedestrian streets, and organize a cover song contest for the children with a special prize
of a European family vacation.

27

Where Do Ideas Come From?

Creative ideas in traditional storytelling cannot have any set rules or

templates. And in contrast to that are authors with arguments about
methods that allow "producing" a large number of communication
ideas. That may be a very complex debate, and instead of discussing
it, let's look at the problem of ideas from a different angle by asking: 14

Is there any statistic that shows where most communication ideas

typically come from?

28
 03 /1 1 /2 0 2 4

The Origin of Communication Ideas

- From the Communication Message: The idea originates from the communication
message itself, in other words, it originates from the research activities on the floating
values of the brand or product.
- From Audience Research: The idea originates from the research on the target audience
groups, from asking a series of questions such as: What will this audience be easily
attracted to, what events, what information?
- From Social Context Factors: Communication ideas originate from social context
factors, which is the consideration of communication potential on major holidays,
anniversaries, major cultural and sporting events, or a current event that has gained public
attention, such as the release of a new music video by a famous singer.
- From Learning and Synthesis: Communication ideas originate from learning and
synthesizing existing communication achievements. Many perspectives suggest this is a
"modified copy" approach, taking communication ideas from competitors, from foreign
brands, or popular ideas in another field and adapting them to one's own field. The result
is a list of sample communication ideas.

29

3. Media Plan and Action Plan

At this point, we have gone through 3 steps in building a

communications plan together: Marketing Research, Proposing a
communications strategy, and Generating communications ideas.
However, in order to "connect" the communications ideas to the
media plan and further to the action plan, there is a gap from "idea to 15

execution" that must be overcome by "fleshing out" or "fully

describing" the communications ideas. There are 4 tasks to be
addressed: Detailing the ideas, planning content production,
projecting the media channels, and setting the implementation
timeline.

30
 03 /1 1 /2 0 2 4

Media Plan - A roadmap guiding communication activities in a

communication plan

The concept of a Media Plan is essentially a document built to provide

detailed guidance on the use of media channels in a communication
plan. The four basic components of a Media Plan include: the media
channels and communication formats to be used; the timeline for
executing activities across those media channels; the budget the
business needs to allocate for each communication format; and the
key performance indicators (KPIs) to measure the effectiveness of
each media channel.

31

The Role of the Media Plan

First, the Media Plan serves as a list of communication forms and media that will be
deployed along with their specific implementation timelines. Typically, the planner only
drafts a detailed Media Plan after fully describing the communication ideas. This is
because the communication forms across various media channels will closely align with
the detailed descriptions of the ideas.

Second, the Media Plan is also a table for calculating and allocating the company's
communication budget. Typically, the communication budget of a plan will exist in three
main groups: content production budget, advertising media budget, and budget for
organizing communication activities. And the distribution of the advertising media budget
16
into which channel or form (Google Adwords, Facebook Ads, or SEO...) is always a
headache for communication managers. Budget allocation decisions must be made based
on an understanding of the various forms of advertising communication, pricing models,
as well as current advertising costs.

Finally, the Media Plan can be seen as a scorecard of the effectiveness of each
communication form or medium. As with cost decisions, the development of KPI metrics
is largely determined by an understanding of advertising communication forms. Clearly,
developing a Media Plan is not a task for those who lack experience and understanding of
communication media.

32
 03 /1 1 /2 0 2 4

Separating Communication Objectives in the Media Plan

With communication plans aimed at both basic target types: brand

communication and sales communication, to easily track budget
allocation and calculate KPIs, people often separate these two
objectives in the Media Plan. Additionally, to further detail the
content in a Media Plan, we can add sections to guide each
communication channel (Website, SEO, Facebook, Google Adwords,
Forum Seeding...), and create additional tables to show the total KPIs
and communication budget used.

33

Action Plan - How to Implement Communication Activities?

The Media Plan is certainly a detailed guide on the brand's activities

across media channels, but it is not enough to put the plan into
implementation. In reality, after building the Media Plan, we must
continue to build action plans.
The Action Plan is similar to the Media Plan in terms of form, but is 17

more detailed in terms of content by translating each activity on the

media channels into specific implementation tasks for the personnel to
execute.

34
 03 /1 1 /2 0 2 4

The Nature of the Action Plan

In essence, an Action Plan is a document that divides work, sets deadlines, and assigns
KPIs to each employee or team responsible for implementation. A Media Plan is typically
detailed by multiple Action Plans with shorter timelines, for example: a 3-month Media
Plan may be divided into 3 monthly Action Plans. For those with limited experience in
Digital Marketing, two questions arise when starting to create an Action Plan:

• What departments are involved in the implementation of digital communication activities

and what are their responsibilities?

• If the company does not have a staffing structure, can these implementation tasks be
outsourced?

35

Structure of the Digital Marketing Department

Planning Content
Marketing Planners or Brand Managers Copywriters and Designers are
are typically involved in the planning responsible for creating and managing
group. managing content.
Technique Booking
Online Advertising Executives, SEO-ers, PR Executives are typically responsible 18
SEO-ers, and Coders/IT Executives responsible for booking and managing
handle the technical aspects of digital managing public relations activities.
digital marketing. activities.

36
 03 /1 1 /2 0 2 4

Digital Marketing Structure for Small and Medium Enterprises

Depending on the scale and organization of each business, the

structure of the Digital Marketing department will vary from the
model mentioned above. For small and medium enterprises (SMEs),
the changes often come from the multifunctional roles of personnel.
For example, the Head of Digital Marketing at an SME will also take
on the work of the Planning and Booking teams.

37

Outsourcing Digital Marketing Activities

If your business does not have the teams mentioned above, you can completely outsource
the implementation of all these tasks. Corresponding to each group of implementation
tasks are different services of Digital Marketing Agencies. To outsource the tasks of the
Planning group, businesses can collaborate with Agencies specialized in market research
or strategic consulting and communication planning. For the tasks of the Content group,
19
we have Agencies providing writing services, fanpage content management services,
image design, and video production. For the Technique tasks, we have Facebook
advertising services, Google Adwords advertising services, and Agencies will charge a
package fee or a percentage-based fee of the implementation cost. And finally, for the
booking segment, there are many Agencies specialized in placing media placements on
online newspapers, forums, and popular fanpages/profiles of celebrities...

38
 03 /1 1 /2 0 2 4

Choosing Between Building an HR Team and

Outsourcing
Whether a business should build an in-house HR team (Insourcing) or outsource
(Outsourcing) their Digital Marketing operations is not a one-size-fits-all answer.
Generally, it depends on the workload, marketing budget, and the specific activities of
each business, which will determine whether there is an Insourcing department or not. For
small and medium-sized businesses, they should not outsource 100% of the work in two
groups: Planning and Content. A simple explanation for this advice is that the work of
developing plans and producing marketing content requires deep experience and
understanding of the company's current state, industry landscape, and customers.

39

The Customer's Online Purchase Decision Journey

Customers see product advertisements on 1

Paid Media. This could be on their Facebook
News Feed, Google Search results, banner ads
on online publications, and they are attracted
by the content of the advertisement.

Customers pay attention to the product

2 information and interact with the advertising
content. They click on the advertising content,
which is referred to as a Click. After the
interaction, the customer is directed to the 20
company's Owned Media.
Customers research the product information,
information, which may involve leaving the
the Owned Media and returning to other
other channels. At some point, the customer 3
customer decides to contact the company.
company. They may call the hotline, send a
send a message through the chat window, or
window, or leave their contact information -
information - this is referred to as an 4 After the customer interacts, the customer
Interaction. customer service team will contact the
These potential customers will continue to be customer and try to collect complete contact
cared for by the sales team, who will provide 5 contact information. A customer with
advice and close the sale, resulting in the complete contact information can be added to
customer making a real purchase transaction, added to customer relationship management
referred to as a Sale. management (CRM) software, referred to as a
to as a Lead (potential customer).

40
 03 /1 1 /2 0 2 4

Online Sales Funnel Model

41

4. Measuring the Effectiveness of Sales Communications and

Digital Marketing Plan

This part discusses the complexity of measuring the effectiveness of sales

communications in a multi-channel environment, the role of communications and sales
departments, as well as the factors to consider when planning an effective Digital
Marketing campaign. It provides a detailed list of questions to prepare for the campaign,
including aspects such as website, SEO, social media, advertising, and measuring 21

effectiveness.

42
 03 /1 1 /2 0 2 4

The Complexity of Measuring the Effectiveness of Sales

Communication

In reality, the problem of measuring the effectiveness of sales

communication will always become very complex when businesses
use multiple media channels simultaneously. To evaluate the
effectiveness of communication, managers need support from
monitoring and measurement tools on online platforms, along with
detailed reports on customer sources from the consulting or sales
department.

43

The Role of the Marketing Communications Department

Currently, the Marketing Communications department of a business

often manages Owned Media and Paid Media. With the goal of
communications to support sales activities, the objective of this
department is to create the maximum number of Actions and with a 22

CPA (Cost Per Action) within the allowed limits.

44
 03 /1 1 /2 0 2 4

The Role of the Sales Department

In the sales department, their role lies in the following parts of the
funnel model. They must prepare customer response scenarios to
optimize the creation of Leads, and at the same time build and
optimize a customer care process to optimize the creation of Sales.
This also means optimizing the Z and W metrics.

45

Challenges in SME Businesses

- Conflict between the "marketers" and the "salespeople" whenever

the CPS (Cost Per Sale) metric exceeds the distribution limit from the
business
23

46
 03 /1 1 /2 0 2 4

Preparing for an Effective Digital Marketing Campaign

Here are some questions you should consider:

• Do you have a main website yet? Have you registered a domain and built a website or
programmed one from scratch? Have you created a multi-channel website?

• How many satellite websites will you use for SEO? How many keywords are you
planning to optimize for? Please list at least 20 sales keywords. How many SEO-
optimized articles will you have written?

• How many followers does your Facebook page have? Have you set up a Facebook
group to provide customer service? Have you created a YouTube channel and
produced how many videos? Do you have a company introduction video?

47

Advertising and Marketing

• Do you have Google Ads, GDN and Remarketing? Do you run them yourself or hire
someone? Do you plan to run Facebook ads for branding? How much money do you
plan to spend on advertising for a year and how many people do you want to reach?

• Do you plan to run Programmatic ads? What is your plan for running Native Ads?
What is your plan for running Opt-in Marketing campaigns?
24

• How many press releases do you plan to write and which publications do you plan to
place them in? What is your plan for developing Affiliates?

48
 03 /1 1 /2 0 2 4

Customer Care and CRM

• Do you have an Email list and SMS Brandname system?

• Have you invested in CRM - Automation Marketing?
• Do you have a customer care app?

49

Short-Term Plan

Please let us know the short-term plan for the next month:

• How much will be spent on advertising for Facebook, Google,

or other advertising platforms?
• Will a sales page be created to sell products? Or will Facebook Ads
be run to sell on Facebook?
25

50
 03 /1 1 /2 0 2 4

Human Resources for Digital Marketing

• Will you hire a dedicated designer or outsource it or learn it yourself? Will you run
Facebook Ads and Google Adwords yourself or hire an Agency?

• Will you write Facebook ads yourself or outsource it? Writing sales copy: How long
does it take to write AIDA-style articles? Will you outsource writing articles for your
SEO satellite pages or write them yourself?

51

Measuring Campaign Effectiveness

How much to spend on Sales/Revenue and how much on

Brand/Revenue?
How to calculate CPC-CPL-CPS?
When doing Digital Marketing, it is essential to measure the
effectiveness of campaign channels. 26

52
 03 /1 1 /2 0 2 4

Measuring Effectiveness Tools

The tools we need to measure are:

1. Use Google Analytics and UTM tracking to measure conversion rates

2. Use Facebook Pixels to measure conversion rates from Facebook to actions
on the e-commerce website or Landing Page.
3. Use Heatmap tracking to measure customer behavior on the website to
optimize conversion rates as well as A/B testing.

4. Use the built-in tracking systems in Automation Marketing or CRM to measure the
effectiveness of communication channels or online sales.

53

Suggested Measurement and Optimization Tools

Suggestions for effective Digital campaign measurement tools as well

as tools to optimize conversion rates: CRM Pipeline, Hotjar, Google
Analytics, Histat, Facebook Pixels, Infusionsoft, ZohoCRM,
Hubspot...

27

54
• Full lecturing slides will be sent in the Zalo Group right after the session end
7
8
10
The next questions
HUYENTRANG NGUYEN FOUNDER, COMMUNICATION CONSULTANT AT MIMOSA COMMUNICATION AGENCY
HUYENTRANG NGUYEN FOUNDER, COMMUNICATION CONSULTANT AT MIMOSA COMMUNICATION AGENCY
HUYENTRANG NGUYEN FOUNDER, COMMUNICATION CONSULTANT AT MIMOSA COMMUNICATION AGENCY
HUYENTRANG NGUYEN FOUNDER, COMMUNICATION CONSULTANT AT MIMOSA COMMUNICATION AGENCY
HUYENTRANG NGUYEN FOUNDER, COMMUNICATION CONSULTANT AT MIMOSA COMMUNICATION AGENCY

Nguyen Huyen Trang is the Founder and Communication consultant at Mimosa Communication
Agency. She is also an associate lecturer in marketing and communication at the leading
universities in Vietnam and in international training programs.

With nearly 20 years of experience in the marketing and communications industry at local and
international agencies, Trang’s experiences have reached many fields from diplomacy, politics,
technology, transportation, fashion, beauty, health, sports, and entertainment to F&B, FMCG, trade
promotion, hotel and resort, real estate, banking, finance, education, household appliances,
agriculture, regional specialties.

Passionating professional with strong academic knowledge, Trang’s motto is to combine industry
practice with a comprehensive theoretical framework and transmit her passion, teamwork spirit,
and leadership into every single project she joins to find the best strategic marketing and
communication solutions.

Trang holds a Master of Business Administration (MBA in English) at CFVG – European Excellence in
Management Education, a Bachelor’s Degree in Foreign Economics of Hanoi Foreign Trade
University, a Professional Communication Certificate from the Academy of Journalism &
Communication, Certificates in Creative Design, Digital Marketing. Besides, Trang has often
attended Branding, Marketing & Communication Courses on the leading online learning platforms
in the world and Vietnam as Coursera, Lynda.com, HubSpot Academy, and BrandCamp, and on the
internet and social media platforms such as Google, Facebook, Zalo, Tiktok.

More information about Trang and Mimosa Communications is available at the following links:
• About Trang: http://bit.ly/PortfolioTrangMimosa
• About Mimosa Communication Agency: http://bit.ly/mimosacommunications
Marketing 4Ps
INTEGRATED MARKETING COMMUNICATIONS
IMC
Marketing 4Ps Marketing 9Ps

Marketing 7Ps Marketing 6Ps

Marketing 7Ps
Marketing 6Ps
Marketing 9Ps
Open the
attached files
Scope of the
lectures
Pop-up Advertising
• Requirement: Research and summarize the main ideas you find in each link
• Research time for each: 5 minutes
• Share the results in Zalo Group
• One student has a short presentation in front of the class
• Sell directly to customers in both the consumer market and the business-
to-business market in the internet. This direct selling of goods and services
has been labeled e-commerce.
The next questions
The next questions
 SALES SKILLS & SALES FORCE MANAGEMENT
标题内容
leave night , Not a sound from the pavement Has fromSales Techniques
the pavement Has the moon lost her memory

Seven Key Activities Sales Force Management

1. Negotiation: Win-win
in Sales negotiation with the
third idea 1. Sales Values & Target:
Goal management
1. Indentify customers
2. Copy-selling: Selling and growth
with copywriting art
2. Nurture relationships
2. Sales Compensation:
3. Story-selling: Attract Smart compensation
3. Unlock demand
customers with stories strategy
Psychology
and Goals 4. Sell solutions
4. Expert-selling: Sell as 3. Sales Performance:
an expert Recruitment &
5. Overcome rejection
1. Overcome Performance
psychological 5. Price-selling: Management
6. Close sales effectively
barriers in Sales Overcome all price
barriers 4. Sales Training &
7. Resale & Word of
2. Set S.M.A.R.T. Supervision: Team
Mouth (Reference
goals Training & Supervision
marketing)

Part I: Part II:

Sales techniques Sales Force Management
https://www.youtu
be.com/watch?v=r
lPNGIAszzc
Open the attached file
for full campaign slides
Open the
attached files
B2C
B2B
B2G
IMC Scope as
Understood by the
Scope of work/project
Executive Board of
by organizational role
The Company
• What is the objective of the • Communications Agency
campaign? • Marketing Department
• Is it branding or sales? • Marketing Director
• ... • Fresh Graduate
• …

IMC in the overall Relativity and difference

plan of company between theory and
• Department structure: separate
practice
Marketing and Sales
departments • Approaching…
• …
 NAVIGATION TOWARDS

Close
Strategic
Ensure Connection System
Goals
(Long Term)
Consistency (Linking Efficiency
Programs and
Activities)
VERTICAL • All IMC tools in a campaign must fit into a
common direction from top to bottom
INTEGRATION
• Secondary Research

o Market Dynamics: Scanning

sales/volume/distribution data
o Shopper behavior
o Industry data
o Opportunity Analysis and Landscape Assessments
o Trend data
• Quantitative Research

o Concept testing and forecasting

o Foundational Learning (eg, habits and practices,
attitude and usage)
o Product Testing & in-home use
o Packaging testing
o Marketing Mix (matched market and annual ROI
analysis)
o Neuroscience based research
o Ad-hoc, quick turn survey research
• Qualitative Research

o Facility-based (ex: Focus Groups, consumer connects)

o In-context: (ex: Ethnography, shop-a-longs)
o Remote-based (ex: online or smartphone-based)
o Moderating Services
https://www.youtube.com/watch?v=eGwOzz55ZUY
5
INTEGRATED
COMMUNICATIONS MIX
Marketing
Specific
Communication? Media

Specific Specific
Individual Message

CONSISTENT MESSAGE RIGHT TARGET

B2C
B2B
B2G
Campaign CHÍNH NỮ - TRUE WOMEN
IMC CAMPAIGN CHÍNH NỮ

• Background
• Goal
• Insight
• Strategy
• Big Idea
• Execution
o Preparation
o TVC
o Social
o Consumer Promotion
o CSR
o Digital Media
o Out of Home
o PR
• Results
BACKGROUND

Many people thinks that women are

often associated with housework,
and are just a “supporting” role for
men.
BACKGROUND

L’Oréal Paris are facing 3 main challenges:

• The brand’s Brand Salience level in Vietnam is still low.
• The brand image as Western girl is not suitable for the Vietnamese
market.
• L’Oréal Paris has only focused on bringing products to consumers
without paying attention to brand building. Global Communication
Platform “True Women, Because You Deserve It - Chính Nữ, Vì Bạn
Xứng Đáng” associated with the brand has not been properly
exploited to suit Vietnamese women.
OBJECTIVES

• Business Objective: Boost sales and growth for the brand’s skincare,
haircare and makeup lines
• Marketing Objective: Improve Brand Salience, making the brand
image more familiar to Vietnamese women
• Communications Objective: Increase Brand Awareness and Brand
Love of L’Óreal Paris Vietnam in the minds of Vietnamese women
TARGET AUDIENCE & INSIGHT

The campaign's target audience is two groups of women aged 25-35

(60%) and 36-45 (40%). They are women living in modern times, always
taking care of their personal lives and careers. Many have achieved
certain successes and are not inferior to men.

However, up to now, they still face many cultural barriers or old-

fashioned social prejudices such as "Women do not need to be too good,
too successful or more outstanding than men, just need a husband and
a stable family is enough".
TARGET AUDIENCE & INSIGHT

These unintentionally make them lack confidence in pursuing their

passion, expressing their own personality or opinions, and especially not
daring to become the main character of their own lives.

A survey by L'Oréal Paris on the meaning of the word "woman" also

showed that most people understand the word "phụ" in the word
"woman" to mean support, to stand behind, as opposed to the word
"main".
TARGET AUDIENCE & INSIGHT

In other words, women are assumed to always stand behind and

support men. A smaller number of people think that women are
associated with housework. Because in Chinese characters, women are
associated with the image of a broom.
STRATEGY

As a beauty brand for women, L’Oréal Paris recognizes the need to

change the perspective and thinking of the target audience about the
role of women.

To do that, the brand localizes the communication platform “True

Women, Because You Deserve It - Chính Nữ, Vì Bạn Xứng Đáng” to best
suit the Vietnamese market.
STRATEGY

This is the communication platform that L'Oréal Paris has used globally
for the past 50 years in its communication activities. The theme of this
platform aims to empower women as well as affirm their important role
in society.

Specifically, the brand offers a new definition of women called Chính Nữ

- True Women. Its meaning is "Not a supporting character in anyone's
story. ​You are the main character in your story". And this is also the
message that the brand wants to convey throughout the campaign's
activities.
BIG IDEA

True Women- Because you deserve it

Chính nữ - Vì bạn xứng đáng

Vietnamese women deserve to receive many good things, to be free to

choose their own way of life, to express their personal opinions and to
pursue their passions. In particular, they do not play a supporting role in
anyone's story, but are the main characters in their own story.
• Use consumer language
o I feel… I think… I am afraid… I believe…

• Short and concise

o Single-minded

• Have tension/ pain-point/ sweet-spot

o Internal conflict, key barrier or motivation
“Tôi luôn muốn được tự do làm điều mình thích, được thể
hiện bản thân mình, nhưng đồng thời tôi lại sợ bị cô lập, bị
đánh giá bởi đám đông, bởi gia đình hay nhóm bạn bè”.
“Tôi biết vẻ đẹp rất quan trọng. Tôi biết việc trở nên xinh
đẹp là một lợi thế của nữ giới, là passport mở ra nhiều cơ
hội mới. Nhưng tôi không tự tin vào vẻ ngoài của mình lắm.
Tôi hay không cảm thấy thoải mái, luôn có sự e ngại và
cảm thấy có vấn đề gì đó với sắc đẹp của mình”.
“Gàu không chỉ là vấn đề của cá nhân tôi, mà còn là vấn đề
khiến người khác đánh giá tôi.”
“Tôi không thể ngửi thấy mùi hôi của cơ thể mình, vì vậy, tôi
rất lo sợ những khoảnh khắc vui vẻ bên bạn bè, người yêu
có thể trở thành những khoảnh khắc đáng xấu hổ khi tôi có
mùi hôi cơ thể.”
Insights are the thoughts and desires of customers, but
hidden deep inside. If brands exploit these thoughts
correctly, it will help brands to influence consumer
decisions and behaviors.
• See in the separated file
• https://medialabs.asia/
• Open tab: AI. Workflow
EXECUTION ACTIVITIES

The campaign was launched with three main phases:

• Phase 1: Triggering
This is the phase of building talkability for the definition of Chinh Nu in
the spirit of "wherever women are, the brand will introduce this
definition there". Specifically, L'Oréal Paris promoted on many channels
such as OOH, paid media (Kenh14, Afamily, Dien Anh newspaper, Phu
Nu newspaper...), social media... These activities also have the effect of
attracting attention, creating curiosity of the target audience about this
new definition.
EXECUTION ACTIVITIES

The campaign was launched with three main phases:

• Phase 2: Announcing
Entering phase 2, the brand spreads the story of Chinh Nu through TVCs
and influencers.
EXECUTION ACTIVITIES

The campaign was launched with three main phases:

• Phase 3: Amplifying
In the final phase of the campaign, L’Oréal Paris held a press conference
to launch a CSR program to inspire and help Vietnamese women solve
problems in life and work.
PREPARATION

Choosing Art Direction

L'Oréal Paris chose 'Step into the light' as the art direction for all
campaign activities. Specifically, the image of light and darkness is a
metaphor for the woman stepping out of the darkness to become the
main character in her own story. The main colors chosen for the entire
campaign are red and black, representing darkness and light, and are
also the main colors of the brand.
PREPARATION

Choosing Art Direction

The key visual of all activities in the campaign follows the above
direction. In particular, to highlight the female, the brand also designed
a separate logo for this definition. On the background of the sub-word,
the word 'Chính' is written over it, standing out with a completely
different font, to affirm the role of women, as well as creating an
impression for viewers when looking at it.
CHOOSING CHARACTERS TO REPRESENT
THE CAMPAIGN

The campaign's characters need to come from a variety of women of all

ages, jobs, marital statuses, gender identities, have a certain influence in
society and especially must be able to tell truly inspiring stories.

Giang Oi, Pham Quynh Anh, Lynk Lee are suitable faces for this
campaign.
CHOOSING CHARACTERS TO REPRESENT
THE CAMPAIGN

Delving into each person's story,

• Giang Oi is a strong female YouTuber who dares to speak up her own

views and opinions without fear of being judged;
• Pham Quynh Anh is known as a brave single mother who returned to
the spotlight after many years of supporting her husband;
• Lynk Lee is famous for her story of overcoming gender stereotypes to
become a beautiful, attractive woman after 32 years.

The plus point of these three characters is that they also have a large following and interaction on
social networks. Giang Oi YouTube channel: 1.4 million subscribers, Lynk Lee YouTube channel:
982,000 subscribers, Pham Quynh Anh: 300,000 subscribers.
 TVC

TVC Chinh Nu is the highlight of the campaign. Accordingly, a 34-second video is built on the true
story of 3 representative characters.

• Giang Oi, as a YouTuber, dares to share her personal views on life issues, despite facing prejudices
about women such as 'Women don't know anything'.
• Pham Quynh Anh tells the story of returning to the spotlight after many years of being behind
the scenes for her family.
• And Lynk Lee talks about transforming, trading everything to become a gentle, charming girl
after 32 years of 'struggling' to live the life of a man.

Overcoming the above prejudices, they courageously step into the light, choosing to do what they
really want. Notably, throughout the TVC, the image of L'Oréal Paris is also cleverly integrated from
the product to the black and red color tones to create connection and brand association for viewers
right from the first seconds.
https://www.youtube.com/watch?v=eGwOzz55ZUY
 SOCIAL

Content on the fanpage. Taking advantage of the fanpage with 600,000

followers, L'Oréal Paris deployed a lot of content to promote the campaign.
To increase user attention and interaction with the campaign, the brand
organized two mini games:

• First, guess the names of the next two female leads who will appear after the
character Pham Quynh Anh. Accordingly, 5 players who guess correctly in
the comment section of the article will receive HA serum from L'Oréal Paris.
 SOCIAL

• Second, the brand launched a selfie challenge with the AR effect of Chinh Nu on the Facebook
application. After having images/videos with that effect, participants can share them on social
networks. As a result, more than 2,000 works using the AR effect of Chinh Nu were created. In
particular, each activity using the AR effect of the participant will be counted as 10,000 VND.
This amount will be transferred to the “Chinh Nu” Fund established by L'Oréal Paris to help
change perceptions and bring a happier life to many Vietnamese women.

In addition, content related to the campaign TVC, introducing new products (HA Serum, lipstick)
will also be posted throughout the campaign.In particular, community fanpages with large
followers and interactions such as Welax, Agency Life, Deadline in the day, Pho also share
content related to the campaign.
INFLUENCER ACTIVITIES

In phase 2 of the campaign, the brand selected Influencers such as VJ Thuy Minh, model Quang Dai,
and writer Nguyen Phong Viet to share different perspectives on the heroine.
For example, VJ Thuy Minh talked about how women should take the initiative to write the script for
their own lives at any stage of their lives. Writer Nguyen Phong Viet shared a touching article about
his most beloved heroine - his mother. Meanwhile, Quang Dai talked about a man's perspective on
the heroines he has met...
INFLUENCER ACTIVITIES
INFLUENCER ACTIVITIES
CONSUMER PROMOTION

In parallel with awareness-raising activities, L'Oréal Paris also

launched many promotional programs to stimulate
purchases on e-commerce platforms such as Shopee, Lazada
and Tiki. Accordingly, customers who purchase the brand's
products during the above period will receive attractive
preferential prices in the campaign period.
CONSUMER PROMOTION
CSR

The March 8 Women's Campaign is the first activity in L'Oréal Paris's

long-term communication strategy in the Vietnamese market with
3 phases as follows:
• 2021 - 2023: Women - Own your life: Help Vietnamese women get
2 million jobs, so they can take control of their lives
• 2023 - 2025: Women - Stand up: Support 10 million Vietnamese
women to confidently stand up against sexual abuse
• 2025 onwards: Build activities towards sustainable development
(Sustainability)
CSR

On the morning of March 6, L'Oréal Paris in collaboration with Gojek

Vietnam held a press conference to introduce the program “True
Women - Be the main character in your story" to honor women with the
will to rise up, shine and create positive inspiration for the community.
Regarding specific activities with Gojek Vietnam, This project is to
support female drivers and managers of small food establishments
operating on the Gojek platform. The activities in this project are aimed
at helping women identify their beauty and change their image to
become more confident in work and social communication.
CSR
DIGITAL MEDIA

The brand placed advertising banners introducing the definition of

Chinh Nu on many major news sites and newspapers that are widely
popular with women such as Kenh14, Afamily, Phu Nu, Dien Phim, Ngoi
Sao... to contribute to spreading the campaign.
OUT OF HOME

The billboards defining the Female Genius are placed in

major shopping malls to attract the curiosity of passersby.
PR

L'Oréal Paris selected online newspapers in Vietnam to simultaneously

report and share about activities related to the Chinh Nu campaign such
as Tuoi Tre, Cong Thuong, Doanh Nhan Sai Gon, Phap Luat, Dep
Magazine, Channel 14, Afamily, Phu Nu...

Readers of these sites range from 25 to 45 years old, coming from many
different professions, so they are suitable for the campaign's target
audience.
PR
RESULT

Communications Results

Chinh Nu is one of the most prominent campaigns on social in the

campaign period, according to Buzzmetrics.
The campaign's Brand Awareness level increased 2 times compared to
other campaigns of L'Oréal Paris APAC.
Chinh Nu TVC: After 1 day of launching, the TVC reached 1.5 million views
and 2.000 organic shares on YouTube. And three month later, the TVC
reached 7.6 million views on YouTube and 15 million views on Facebook.
RESULT

Marketing results
Chinh Nu is the campaign with the highest talkability level of L'Oréal Paris Vietnam in 5
with impressive numbers such as:
• Interactions with the campaign on digital: 778,000
• Buzz (shares, comments): 216,000
• Mention rate (associated with the two main hashtags #lorealparis and #chinhnu): 45%,
higher than the industry norm of 35%
• Sentiment core on positive feedback of the campaign: 1 point
• Return On Ad Spend (ROAS) on e-commerce platforms Shopee and Lazada is 1:5,
higher than the average number of many other campaigns (1:2).
• In the two Sales periods of 3/3 and 4/4 on Lazada Shopee, L'Oréal Paris ranked number
one in the hair and beauty industry in terms of ROAS (Return On Ad Spend).
RESULT

Business Results
• The campaign's sell-out rate increased by 86% compared to the same
period in previous year and increased by 14% compared to the
previous quarter for all hair care, skin care and makeup categories
• The new product HA Serum has a sell-out rate that increased by 2.2
times since the beginning of the year
• The growth rate of the 3 product categories hair care, skin care and
makeup grew at a rate of one to three digits
Facebook Video Summit APAC (Asia Pacific) Awards: Best Brand x
Creator Collab Award
CONCLUSION

Business Results

• With Chinh Nu, L'Oréal Paris has not only succeeded in localizing the
“True Women - Because You Deserve It” communication platform in
Vietnam, but also helped Vietnamese women affirm their important
role.
 Brand Communication Platform: Đi Để Trở Về
Campaign 1 Campaign 2 Campaign 3 Campaign 4
Đi để trải nghiệm Sau tất cả, chuyến đi về Tết này, sẽ hứa đi Tết về sớm nhé – Hành
nhà là chuyến đi đặc cùng nhau trình đặc biệt của Tết
biệt nhất

Campaign 5 Campaign 6 Campaign 7

Tết chỉ cần được Thành công hay tay Tết này, nhà đã dọn sẵn
trở về trắng, cứ về nhà trước đồ tốt chờ con trở về
đã
 Key Consumer Benefit

Creative
Idea & Key
Message

A R T
Authentic Relevant Talkability
 A.R.T MODEL

A uthentic R elevant
T alkability

Give a meaningful Choose the right

The ability to spread
story: time
good content by
consumers are tired that is relevant to
WOM
of the
must be like a virus
cliché and contrived target audience
content
• The primary target audience
is identified based on research as the most likely prospect to buy the
product or use the service

• The secondary target audience

influencers whose opinion the primary target audience member
trusts or seeks out for advice
 Demographic Psychographic Geographic
Behavioristic
breaks down personal looks at the target’s defines where the
attributes, such as age, personal target lives and look at why a person
sex, income, marital attributes that affect how that affects who buys: Is it loyalty, social
and professional lifestyle, such as he is, how he thinks, acceptance, brand
status, occupation, cultural, emotional, his goals, and his name, or need?
education, and family, health, and limitations.
number of children. social issues, as well as
hobbies and overall
beliefs.
• https://academy.hubspot.com
• https://www.coursera.org/
• https://www.linkedin.com/learning
https://www.udemy.com/
• https://www.brandsvietnam.com/

• https://advertisingvietnam.com/
CÁC GIAI ĐOẠN
TRUYỀN THÔNG

NGUYỄN HUYỀN TRANG

Communication Consultant, Mimosa Communication Agency
091 238 1080, [email protected]
 Mô
hình
AIDA
Mô hình AISAS
Mô hình
STARCH
SEE REMMEMBER

READ ACT UPON

SEE. READ. REMEMBER. ACT UPON

Mô hình DAGMAR
Mô hình AIETA
Mô hình
HALL & PARTNERS

1 2 3 4

1. Sales Response
2. Persuasion
3. Involvement

4. Salience
Mô hình
MILLWARD BROWN

Immediate Challange

Interest/Status

Enhancement
Mô hình IPA

1. 2. 3. 4. 5.

Emotional
Fame Information Persuasion Reinforcement
Involvement
Một mô hình
truyền thông
CHÂN THÀNH
CẢM ƠN!
 Insight
TÂM LÝ SÂU THẲM
Giảng viên: Nguyễn Huyền Trang
Founder & Communication Consultant
Mimosa Communication Agency
 Title

Insight là gì?

Insight là những suy nghĩ và mong muốn

của khách hàng, nhưng ẩn giấu sâu ở bên
trong. Những suy nghĩ này nếu thương
hiệu khai thác đúng chẳng khác nào gãi
đúng chỗ ngứa của khách hàng, giúp

creative minimal presentation

thương hiệu có thể tạo ra ảnh hưởng tới
quyết định, hành vi của người tiêu dùng.
 Title
Insight là gì?

Lấy ví dụ chiến dịch “Share a coke” – Coca Cola nhận ra được một Insight – Sự thật ngầm hiểu cực kỳ đắt giá
từ phía khách hàng: Với chủ nghĩa cá nhân cao, giới trẻ ưu thích việc thể hiện bản thân, họ mong muốn có
một thứ rất riêng cho bản thân mình. In tên trên vỏ lon Coca ra đời để giải quyết cho những mong mỏi ấy.

creative minimal presentation

 Title
Phân biệt Fact & Truth?

• Fact: Thường là kết quả trực • Truth: Là kết quả của quá trình
tiếp của quá trình quan sát hay sâu chuỗi các fact nhằm trả lời
thu thập dữ liệu, có thể dễ dàng cho câu hỏi: Tại sao khách hàng
nhận thấy và ít mang yếu tố lại có hành vi và thái độ như vậy
cảm xúc => Insight được xây dựng từ Truth

creative minimal presentation

 Title
Phân biệt Fact & Truth?

Ví dụ:

• Fact: 60% đàn ông ra quán gọi bia để uống

• Truth: Đàn ông nghĩ rằng việc uống bia sẽ giúp họ thể hiện bản lĩnh nam nhi => Insight được xây
dựng từ Truth

----------------------------------------------------------

• Fact: Những người sở hữu smartphone trung bình kiểm tra 15 lần/ngày

• Truth: Mọi người có một nỗi sợ thường trực. Đó là cảm giác bị bỏ rơi. Họ cảm giác luôn luôn phải
cập nhật tình hình mọi nơi mọi lúc để thoát ra khỏi nỗi sự đấy – Hiệu ứng FOMO => Insight được

creative minimal presentation

xây dựng từ Truth
 Title
4R – Quy tắc vàng cho một Insight

• Mỗi khách hàng đều hành động dựa trên 2 yếu tố: cảm tính và lý tính

• Khi chúng ta mua hàng vì chúng ta thích, tò mò, khao khát => Đó là cảm tính

• Khi chúng ta mua thuốc vì bệnh, mua bánh vì đói => Đó chính là lý tính

• Một insight tốt cần tìm ra những điểm mấu chốt trong tâm lý của người tiêu dùng,
có sức tác động làm thay đổi hình ảnh của họ. Vậy làm sao để chúng ta có thể biết được rằng
liệu insight vừa tìm ra có thể chạm tới trái tim, khối óc của người tiêu dùng hay không?

creative minimal presentation

 Title
4R – Quy tắc vàng cho một Insight

4R chính là câu trả lời dành cho bạn

• Reality: Insight có là một sự thật hay không, nó có chạm đến nhu cầu, mong muốn, hay vấn đề
quan trọng nào mà người tiêu dùng cần giải quyết không?

• Resonate: Insight có đủ để người tiêu dùng phải thốt WOW? Người tiêu dùng có thấy câu chuyện
của họ trong insight của bạn?

• Revelant: Sử dụng insight này có khiến khách hàng hành động như ý thương hiệu? Insight có
đúng tầm nhìn và định vị thương hiệu?

• Reaction: Insight có độc nhất, chỉ thương hiệu của bạn khai thác và tạo ra lợi thế? Insight có thể

creative minimal presentation

triển khai qua nhiều hoạt động khác nhau không?
 Ba Mô Hình Tìm Kiếm
CUSTOMER INSIGHT
 Title

1. MÔ HÌNH: TRUTH – TENSION - MOTIVATION

Trong insight của Diana: “Những ngày ấy luôn là nguyên nhân khiến tôi không muốn trở thành nữ
giới. Nhưng tôi cũng hiểu được, là nữ giới, tôi có thể điệu đà hay quyến rũ, xinh đẹp hay cá tính, hờn
ghen hay lãng mạn. Tôi có những đặc quyền rất riêng của phái đẹp.”

• Truth: Những ngày ấy luôn khiến nữ giới cảm thấy khó chịu và bất tiện

• Tension: Họ lo ngại những ngày “ấy” sẽ cản trở họ thể hiện bản thân, làm việc mình yêu, làm điều
mình muốn

• Motivation: Người phụ nữ luôn có những đặc quyền của phái đẹp, dù trong bất cứ hoàn cảnh nào

Từ insight thấu hiểu đó, Diana đã cho ra chiến dịch “Diana, Là con gái thật tuyệt” nhằm đề cao phái

creative minimal presentation

đẹp và tôn vinh sự nữ tính. Đồng thời làm thương hiệu nổi bật trong việc giúp phụ nữ thoải mái và
tự tin hơn trong những ngày ấy.
 Title

1. MÔ HÌNH: TRUTH – TENSION - MOTIVATION

Một insight tốt có thể không cần đầy đủ cả Truth, Motivation, Tension nhưng phải chứa được những
vấn đề mà thương hiệu có thể giải quyết mang lại doanh thu cho doanh nghiệp.

Ngoài Diana, Omo luôn đi vào lòng người bởi Insight bất hủ: “Tôi muốn cho con mình vui chơi và tiếp
xúc nhiều với thế giới bên ngoài, nhưng lại e ngại về việc cho trẻ lấm bẩn”.

creative minimal presentation

 Title

2. MÔ HÌNH 3C:
Category Truth – Consumer Truth – Company Truth

• Category Truth: Những đặc điểm của ngành hàng

• Consumer Truth: Những băn khoăn, trăn trở, mơ ước hay động lực của người tiêu dùng mà
thương hiệu có thể giải quyết tốt hơn đối thủ

• Company Truth: Những thế mạnh của sản phẩm khi giải quyết vấn đề của người tiêu dùng

Giao điểm của ba điểm trên sẽ tạo nên một Insight thấu hiểu

creative minimal presentation

 Title

2. MÔ HÌNH 3C:
Category Truth – Consumer Truth – Company Truth

Chiến dịch Đi để trở về đánh dấu sự trở lại xuất sắc của Bitis với thương hiệu con Bitis Hunter. Sự
thành công của thương hiệu nằm ở sự giao thoa của ba yếu tố này:

• Category Truth: Giày là thứ không thể thiếu trong mỗi chuyến đi

• Consumer Truth: Người trẻ luôn muốn đi xa, tìm kiếm những trải nghiệm mới, ở những vùng đất
mới

• Company Truth: Bitis truyền cảm hứng cho những chuyến đi xa, nâng bước cho mỗi chặng
đường trở về

creative minimal presentation

=> Insight: Có đi mới có trở về. Đi thật xa, để khám phá, để trải nghiệm, để trưởng thành hơn và trân
trọng sự trở về. Đi thật xa để trở về.
 Title

3. MÔ HÌNH 3D:
Directory – Discovery – Distillation

• Directory: Xác định hiện tượng cần tìm insight và phương pháp research phù hợp

• Discovery: Đào sâu câu hỏi tại sao cho đến khi bạn tìm được insight khả thi

• Distillation: Chắc lọc lại để chọn ra insight mới mẻ, sâu sắc và phù hợp với đối tượng mục tiêu,
đồng thời giúp thương hiệu giải quyết vấn đề của đối tượng

creative minimal presentation

 Title

3. MÔ HÌNH 3D:
Directory – Discovery – Distillation

Khi có một hãng rượu có doanh thu sụt giảm, qua tìm hiểu phát hiện ra nguyên nhân nằm ở việc các bạn
trẻ đến quán thường trộn nước tăng lực với các loại rượu thay vì uống rượu nguyên như bình thường. Đó
là Direction. Khi phát hiện ra nguyên nhân, cần tiếp tục đào sâu vào các câu hỏi nhằm mục đích Discovery.
Tại sao các bạn trẻ thường trộn nước tăng lực với rượu bởi vì họ không muốn say rượu quá nhanh. Việc
trộn chung sẽ giảm tốc độ say rượu. Tại sao họ lại không muốn say quá nhanh. Bởi thế hệ trẻ có muốn vui
chơi hết mình trong bar đến thấu đêm suốt sáng. Vậy tại sao họ lại muốn vui chơi thâu đêm suốt sáng. Bởi
vì họ muốn trải nghiệm tới đỉnh điểm, cháy hết mình trong sự trải nghiệm đó. Từ đó, qua những gì hãng
thu thập được, họ có thể chắt lọc lấy thông tin và ra một insight tiềm năng nhất: Tuổi trẻ là quãng thời
gian đáng giá nhất của đời người. Tuy nhiên quãng thời gian này thật ngắn ngủi, do đó tôi không để lãng
phí. Tôi muốn cháy hết mình trong những cuộc vui đỉnh điểm và tận hưởng tuổi trẻ trọn vẹn nhất. Và cuối

creative minimal presentation

cùng để nâng cao doanh thu hãng sẽ đưa ra một sản phẩm rượu có nồng độ cồn ít hơn, một loại rượu
giúp bạn cháy hết mình mà cũng không bỏ lỡ cuộc vui tuổi trẻ.
THANK YOU!
Giảng viên: Nguyễn Huyền Trang
Founder & Communication Consultant
Mimosa Communication Agency
Email: [email protected]
Handphone/ Zalo: 091 238 1080
 BỘ CHỈ SỐ ĐO LƯỜNG HIỆU QUẢ
CHIẾN DỊCH TRUYỀN THÔNG TIẾP THỊ
TÍCH HỢP IMC

Nguyễn Huyền Trang, Founder & Communication Consultant, Mimosa Communication Agency
Handphone/Zalo: 091 238 1080, Email: [email protected]
The three sets of KPIs

Business Marketing Communication

KPIs KPIs KPIs

Changes in Changes in Changes in

Business Behaviors Mind
Business KPIs – Changes in business

Sales Share Growth Profit

Business KPIs - Changes in business

Sales Share Growth Profit

More people Buy more Consume More consumers switch

buy frequently more from competitors
 Marketing KPIs – Changes in mind

Business Marketing
KPIs KPIs

Changes in Changes in
Business Behaviors
▪ Sales
▪ Share
▪ Growth
▪ Profit
 Marketing KPIs – Changes in behaviors

How many people buy? How do people buy?

Choice/
Penetration Frequency Consumption
Loyalty
 Communication KPIs – Changes in mind

Communication
Business Marketing
KPIs KPIs KPIs

Changes in Business Changes in Behaviors Changes in Mind

▪ Sales ▪ Penetration
▪ Share ▪ Frequency
▪ Growth ▪ Consumption
▪ Profit ▪ Choice/ Loyalty
 Communication KPIs – Changes in mind

Key
Brand Creative
Attributes
Awareness Quality
Awareness
 Measure your TVC effectivness through Postview results
A Postview Report tells you how
your advertising performs in
reality, including 3 parts:

▪ How many % of
consumers is aware of
your ad?

▪ How is your ad performing

on critical attributes?

▪ What are the key message

consumers actually get out
from your ad?

Data Source: Postview

Report, Millward Brown
Communication KPIs – Changes in mind

Key Communication
Brand Creative
Attributes Awareness
Awareness Quality
Awareness
Communication KPIs – Changes in mind

Key Communication Media

Brand Attributes Creative
Awareness Booking
Awareness Quality
Awareness Effectiveness

Share Share of
of spend voice
(SOS) (SOV)
Share of spend (SOS)
Brand A’ spend: 7.2 $ million
Category spend: 24 $ million

Brand A’ spend (7.2)

SOS = = 30%
Total category spend (24)
Total category
= 24

Brand F Brand E Brand D

Brand C Brand B Brand A
Share of voice (SOV)
GRPs (Gross Rating Points) = Reach * Frequency
▪ Reach : The percentage of people in your target audience who can see your ads
▪ Frequency : The number of times your target audience can see your ads

Example:
▪ Reach in May = 60 : 60% people in your target audience can see your advertising in May
▪ Frequency = 3+ : These 60% people can see your advertising at least 3 times in May
▪ Your GRPs in May = 60 * 3 = 180

Your GRPs (180)

SOV = = 50%
Total category GRPs (360)
Communication KPIs – Changes in mind

Business Marketing Communication

KPIs KPIs KPIs

Changes in Business Changes in Behaviors Changes in Mind

▪ Sales ▪ Penetration ▪ Brand Awareness

▪ Share ▪ Frequency ▪ Key Attributes Awareness
▪ Growth ▪ Consumption ▪ Creative Quality
▪ Profit ▪ Loyalty / ▪ Communication Awareness
Choice ▪ Media Booking Effectiveness
Digital KPIs

Paid Owned Earned

KPIs KPIs KPIs
Paid KPIs
Paid media: banner ads, mastheads, viral clips,…

Impression Video view/ Open rate Click Click-though

Paid view rate (CTR)

Number of Similar to The percentage Number of The percentage

displays of a Impression, of number of people click of people who
web banner/ but for videos opened emails on a link actually click on a
ad on a web over total link (in an email
page number of message or
emails sent sponsored ad,…)
after seeing it.

Click
CTR =
Impression
Owned KPIs
Owned media: websites, microsites,…
Owned KPIs can be tracked using Google Analytics

Traffic Overview
Awareness
Owned KPIs Traffic Source
Engagement
Owned KPIs - Awareness
Traffic overview KPIs

S ession User (Unique visitor) Pageview

A period of interaction An individual person Is counted every time a page

between a browser and browsing a website on the website loads
a website.
Closing the browser or
staying inactive for a
specific time period ends
the visit.
Owned KPIs - Awareness
Traffic source KPIs

Referral traffic Social traffic Search traffic Direct traffic

Visitor arrives via Visitor arrives Visitor arrives Visitor arrives

another site via social via search directly
(excluding social engine
sources)
Owned KPIs - Engagement
Positive correlation Negative correlation

Page per session Time on site Bounce rate

The average number of The amount of time The percentage of a given

pageviews in each session visitors have spent on page’s visitors who exit
a website without visiting another
page on the same site
Earned KPIs
Earned media: social, forum seeding,…

Fan/ Follower Post reach Views (for video) Thread view/ Thread
article discussion

Fans The number The number of The number of Number of

of people who people who people who discussions in
Followers saw a page have watched a view a topic a topic
post video for 30%,
Subscribers 50%, or 100% of
the video
Pins/Re-pins

Connections
Digital KPIs
Paid KPIs Owned KPIs Earned KPIs

Awarenes s Engagement

▪ Impression ▪ Sessions ▪ Page per session ▪ Fan/ Followers

▪ Video views/ ▪ Users ▪ Time on site ▪ Post reach
Paid views ▪ Page view ▪ Bounce rate ▪ Views
▪ Open rate ▪ Thread
▪ Click ▪ Referral
view/
traffic
▪ Click-through rate Article
▪ Social traffic
▪ Thread discussion
▪ Search traffic
▪ Direct traffic
 Post-launch evaluation

Communication Digital KPIs

Business Marketing KPIs
KPIs
KPIs

Changes in Business Changes in Behaviors Changes in Mind

▪ Sales ▪ Penetration ▪ Brand Awareness ▪ Paid

▪ Share ▪ Frequency ▪ Key Attributes Awareness ▪ Owned
▪ Growth ▪ Consumption ▪ Creative Quality ▪ Earned
▪ Profit ▪ Loyalty / ▪ Communication
Choice Awareness
▪ ▪ Booking
Media
Effectiveness
Chi Tiết Các Chỉ Số Đánh Giá KPIs
 1. Business Objectives (Mục tiêu Kinh doanh)

1.1. Sales

– Tổng doanh thu về mặt sản lượng mà doanh nghiệp bán được
Volume Sales – Đơn vị tính ngành hàng giải khát: liter, hectoliter
(Doanh số Sản lượng) – Đơn vị tính ngành hàng Care: kg, ton
– Đơn vị tính ngành hàng Công nghệ: pcs, unit, customers

Value Sales – Tổng doanh thu về mặt giá trị

(Doanh số Giá trị) – Đơn vị tính: VND, USD, Euro
 1. Business Objectives (Mục tiêu Kinh doanh)

• Các lưu ý trong ngành hàng FMCG:

o Đơn vị tính Volume Sales không thể là bottle, box, pack, … Bởi khi bạn phân tích doanh
thu của các Brands trên thị trường thì sẽ xảy ra tình trạng cùng 1 chai nhưng khác thể
tích, dung lượng. Đơn vị tính lúc này phải là kg hay ton.

o Dẫn đầu về Volume Sales chưa chắc đã dẫn đầu về Values Sales hoặc ngược lại.
 1. Business Objectives (Mục tiêu Kinh doanh)

• Simple Rules đặt Brand Sales:

o Bán nhiều nhất có thể: Bán hết số lượng hàng có thể sản xuất (Maximum Production
Capability)

o Bán nhiều hơn năm trước

 1. Business Objectives (Mục tiêu Kinh doanh)

• Tuy nhiên trên thương trường, đặt Brand Sales không đơn giản như vậy. Giả sử
chúng ta có thể đầu tư để nâng cao năng suất của công ty thì độ lớn thị trường
chúng ta có thể phục vụ lớn đến cỡ nào? Bán hết hàng, bán cao hơn năm trước
nhưng có bán nhiều hơn đối thủ cạnh tranh hay không? Phải bán như thế nào chúng
ta mới đứng số 1 trên thị trường? Những câu hỏi này đặt ra vấn đề thứ 2 là Brand
Share
 1. Business Objectives (Mục tiêu Kinh doanh)

1.2. Share
• Brand Share: Tỷ lệ phần trăm Sales của công ty bán được trên Market Size cả về mặt Volume và
Value.

• Như đã nói, nhiều doanh nghiệp cho rằng chỉ cần bán hết số lượng sản phẩm sản xuất là đã có
thể thỏa mãn được mục tiêu. Tuy nhiên, làm kinh doanh thì không ai muốn dậm chân 1 chỗ trên thị
trường vì nguy cơ bị nuốt chửng bởi các doanh nghiệp lớn là rất cao nếu chúng ta không chịu phát
triển. Chúng ta có thể bán hết hàng nhưng lượng hàng của chúng ta là như thế nào so với nhu cầu
của thị trường. Do đó, Share là chỉ số giúp cho thương hiệu biết được mình đang bán được nhiều
hơn hay ít hơn so với đối thủ cạnh tranh. Đồng thời có thể nhận biết được cơ hội tăng trưởng của
thương hiệu là bao nhiêu, thông qua việc nhìn nhận khả năng của đối thủ so với tiềm năng của thị
trường.
 1. Business Objectives (Mục tiêu Kinh doanh)

1.2. Share

– Cả về mặt Volume và Value

– Được xác định dựa trên việc xác định đối thủ cạnh tranh của thương hiệu là ai, chúng ta
đang chiến đấu trong phân khúc nhu cầu nào mà nếu như chúng ta “thắng” thì đối thủ nào
sẽ “thua”.
Market Size – Ví dụ: Một nhãn hiệu siro cho trẻ em với Message “Giúp trẻ em tăng chiều cao”. Nếu lựa
(Độ lớn thị trường) chọn thị trường là những sản phẩm siro bổ sung canxi cho trẻ em thì thị trường đó rất nhỏ.
Nhưng nếu họ nhìn rộng hơn, lựa chọn thị trường là bất cứ sản phẩm bổ sung canxi nào mà
trẻ em uống được, mặc dù đó là những thương hiệu không trực tiếp nhắm đến trẻ em, thì
Market Size sẽ to hơn rất nhiều. Khi đó việc dành được 1% của thị trường lớn vẫn giá trị hơn
nhiều so với việc cạnh tranh trong 1 thị trường nhỏ.

– Được chia thành Volume Share và Value Share

– Đây là kích cỡ của một thương hiệu so với tất cả những thương hiệu khác trong một thị
Brand Share trường xác định.
(Thị phần thương hiệu) – Một thương hiệu dẫn đầu về Volume Share không có nghĩ sẽ dẫn đầu về Value Share và
ngược lại.
 1. Business Objectives (Mục tiêu Kinh doanh)

1.2. Share
• Simple Rules đặt Brand Share:

o Luôn biết Market Size của đối thủ

o Bán nhiều hơn hầu hết các đối thủ

• Tuy nhiên, thị trường không đơn giản. Khi bạn bán năm sau nhiều hơn năm trước liệu điều đó
có giúp bạn tăng Share hay không? Nếu doanh số bán rớt xuống, thị phần của bạn có bị ảnh
hưởng hay không? Để trả lời cho vấn đề này, ta đến với Growth.
 1. Business Objectives (Mục tiêu Kinh doanh)

1.3. Growth
• Bài tập:

o Năm trước, Brand A bán được 10,000 chai dầu gội 180-gram với giá bán là 30,000 VNĐ.
(300tr/1.8 tấn)

o Năm nay, Brand A bán được 11,000 chai dầu gội cùng loại, với giá đã tăng lên 35,000 đồng.
(385tr/1.98 tấn). Tăng 10% về sản lượng và 28.3% về giá trị.

o Một nghiên cứu thị trường cho biết tăng trưởng về sản lượng của toàn ngành dầu gội là
20%, và tăng trưởng về giá trị là 30%.

o Nếu bạn là Brand Manager của Brand A, bạn nên vui hay buồn? BUỒN vì thua cả về
Volume Share và Value Share.
 1. Business Objectives (Mục tiêu Kinh doanh)

1.3. Growth

• Growth Rate:
o Luôn xem xét mối tương quan giữa Brand Growth và Category Growth

o Cân nhắc yếu tố lạm phát (Inflation Rate). Ví dụ một ngành hàng tăng trưởng Value 12%
nhưng tỷ lệ lạm phát lại là 15% thì việc tăng trưởng của ngành hàng không có ý nghĩa.
 1. Business Objectives (Mục tiêu Kinh doanh)

1.3. Growth

• Biểu đồ mối tương quan Sales & Share & Growth:

 1. Business Objectives (Mục tiêu Kinh doanh)

1.3. Growth

• Biểu đồ mối tương quan Sales & Share & Growth:

– Sales tăng, Brand Growth cao hơn Category Growth

1. Share +
– Tăng trưởng khỏe mạnh

– Sales tăng, Brand Growth thấp hơn Category Growth

2. Share –
– Mất thị phần dù bán nhiều hơn năm trước

– Sales giảm, Brand Growth thấp hơn Category Growth

3. Share –
– Thất bại

– Sales giảm, Brand Growth cao hơn Category Growth

4. Share + – Bạn không đạt Sales nhưng có ai đó còn tệ hơn bạn
– Bạn tăng trưởng âm nhưng có ai đó còn tăng trưởng âm hơn bạn
 1. Business Objectives (Mục tiêu Kinh doanh)

1.3. Growth
• Category Growth xem xét dựa
trên 2 yếu tố Volume và Value:

• Simple Rules đặt Brand Growth:

Luôn đặt cao hơn Category Growth
để tăng thị phần. Category Growth
có thể được lấy số liệu 3-5 năm gần
nhất của thị trường.
 1. Business Objectives (Mục tiêu Kinh doanh)

Consumer Price (Giá NTD phải trả) 36,000

1.4. Profit
Retailer Margin (20%) (Lợi nhuận nhà bán lẻ) 6,000

Retailer Price (Giá bán lẻ) 30,000

Distributor Margin (5%) (Chiết khấu nhà phân phối) 1,500

Company Revenue (Doanh thu công ty) 28,500

COGS Total (Tổng giá vốn hàng bán) 12,000

– Cap (Nắp chai) 1,000

– Bottle (Thân chai) 3,000
– Liquid (180gr) 6,000
– Label (Nhãn dán) 2,000

Margin Contribution (Lợi nhuận biên) 16,500

% Margin 58%
Marketing Budget (50% Lợi nhuận) 82,500,000
 1. Business Objectives (Mục tiêu Kinh doanh)

1.4. Profit
• Brand A bán được 10.000 chai dầu gội với giá 30.000 đồng.
• Giả sử có số liệu các chi phí để sản xuất ra 1 chai dầu gội như sau:
• Nắp chai dầu gội 1.000 đồng
• Thân chai dầu gội 3.000 đồng
• Dung dịch dầu gội 6.000 đ
• Tiền dán nhãn dán thùng 2.000 đ.
• Các con số khác là:
• Chiết khấu cho nhà phân phối 5%
• Lợi nhuận nhà bán lẻ 20%.
Hãy tính lợi nhuận biên (Margin Contribution) và lợi nhuận ròng (Gross Profit) mà thương hiệu đóng
góp là bao nhiêu? Giả sử trong trường hợp được cho 50% lợi nhuận để làm Marketing, bạn sẽ nhận
được bao nhiêu tiền?
 1. Business Objectives (Mục tiêu Kinh doanh)

1.4. Profit
• Distribution Model in FMCG companies:

Manufacturer (Nhà sản xuất) Nhà sản xuất sản xuất sản phẩm

Các nhà phân phối được trả 5% trên doanh số bán hàng thực tế (Actual Sales) để trả
cho các chi phí kho bãi, giao nhận, quản lý hàng hóa, tổ chức đội ngũ Sales, giao
hàng đến Retailers. Ở đây, việc quản lý đội ngũ Sales được thực hiện chung bởi
Distributors (Nhà phân phối) Brand và Nhà phân phối. Brand sẽ cử một nhân viên Sales đến làm việc với Nhà
phân phối và nhân viên Sales này sẽ lead toàn bộ nhân viên Sales của Nhà phân
phối. Nhân viên Sales của Brand là của công ty quản lý còn đội ngũ Sales phía dưới
là do Nhà phân phối quản lý, mặc dù đội ngũ dưới này thường do công ty trả lương.

Nhà bán lẻ được đề nghị bán cho NTD với tỷ lệ xx%. Nhưng thực tế giá tiêu dùng có
Retailers (Nhà bán lẻ) thể thay đổi dựa trên cung cầu thị trường.

Consumers (Người tiêu dùng) Sản phẩm đến tay NTD

 1. Business Objectives (Mục tiêu Kinh doanh)

1.4. Profit

• Tỷ suất lợi nhuận hàng bán (% Margin) là Key KPI đối với P&L (Lời lỗ) của một Brand:
o % Margin có thể sẽ thay đổi tùy theo ngành hàng
o Ví dụ như ngành hàng giải khát, bạn sẽ không được phép tung hàng nếu ước tính
mức lợi nhuận hàng bán (% Margin) dưới 40%.
o Đối với ngành hàng cao cấp như thời trang, mỹ phẩm thì con số này có thể lớn hơn
100%.

• % Margin là một chỉ số để ước tính doanh thu của công ty, sau đó trừ đi chi phí (chi phí vận
hành, chi phí Marketing, chi phí Sales, …) thì chúng ta sẽ ra được lợi nhuận của công ty (Gross
Margin):
o Thông thường, Ngân sách Marketing có thể xin được 5-10% doanh thu hoặc 30% Gross
Margin
o Con số này có thể tùy thuộc vào công ty hoặc chiến lược cạnh tranh trên thị trường.
 1. Business Objectives (Mục tiêu Kinh doanh)

1.4. Profit

• Simple Rules đặt Profit:

o Trách nhiệm của Brand Team là kiểm soát % Margin của danh mục sản phẩm thương
hiệu, không để con số này giảm xuống dưới mức quy định. Để đảm bảo con số này
không giảm xuống dưới mức cho phép khi giá thành nguyên vật liệu tăng, Brand
Team cần chú ý đến giá nguyên vật liệu. Ví dụ là người làm chai thì cần chú ý tới giá
nhựa thế giới, để biết được rằng khi giá của các nguyên vật liệu đó tăng, thì phòng
mua hàng phải update cho phòng Marketing để tăng giá vốn hàng bán.

o Để cho mức lợi nhuận biên không giảm, phòng Marketing cần phải thường xuyên
thay đổi, cải tiến bao bì. Ví dụ giảm bớt màu sắc bao bì hay giảm bớt quai cầm
Packaging. Một số chi tiết nhỏ như vậy nhưng có tới hàng triệu chai thì sẽ duy trì được
P&L trong mức cho phép.
 1. Business Objectives (Mục tiêu Kinh doanh)

1.5. Setting Business Objectives

– Bán hết số hàng có thể sản xuất

Sales – Bán nhiều hơn năm ngoái
– Bán tại mức giá có lợi nhuận

– Luôn biết Market size (Value & Volume) của đối thủ cạnh
tranh
Share
– Không chỉ bán nhiều hơn năm ngoái mà còn phải bán nhiều
hơn hầu hết các đối thủ cạnh tranh. Tốt hơn là đứng số 1

– Giành thị phần bằng cách Brand Growth tăng nhanh hơn
Growth Category Growth
– Chỉ đầu tư vào các ngành hàng tăng trưởng khỏe mạnh

Profit – Duy trì COGs (Giá vốn hàng bán) và % Margin ổn định
 2. Marketing Objectives (Mục tiêu Marketing)

2.1. Penetration

• Penetration thể hiện tỷ lệ phần trăm số người, số hộ gia đình đã tham gia ngành hàng, đã sử
dụng sản phẩm trong ngành hàng

• Penetration có thể được sử dụng cho ngành hàng, phân khúc hoặc thương hiệu:
o High-penetration categories: Mỳ gói, xà phòng, TV, điện thoại, …
o Medium-penetration categories: Sữa rửa mặt, lăn khử mùi, …
o Low-penetration: Sữa dưỡng thể, kem xả, Vitamin C, …

• Nếu đi sâu vào từng phân khúc trong ngành hàng thì chúng ta sẽ có Penetration khác nhau. Ví
dụ thị trường điện thoại có Penetration cao nhưng thị trường điện thoại smartphone lại có
Penetration thấp.
 2. Marketing Objectives (Mục tiêu Marketing)

2.1. Penetration

• Notes 1:
o Những ngành hàng có Penetration thấp thường là những ngành hàng mới hoặc
ngành hàng Niche. Họ cảm thấy chưa cần thiết, không có nhu cầu. Họ có những rào
cản. Họ không có động lực mua hàng.
o Để tăng Penetraition với những ngành hàng này, Brands cần giáo dục mọi người để
tạo ra nhu cầu mới, tăng tầm quan trọng, xây dựng độ nhận biết, vượt qua rào cản và
tạo ra lợi ích khác biệt.

• Simple Rules để tăng Penetration:

o Tạo ra nhu cầu mới, khai phá một phân khúc mới
o Truyền thông, giáo dục lợi ích khác biệt, giúp NTD vượt qua rào cản, gia tăng động lực,
xây dựng tầm quan trọng.
o Phát triển mạnh phân khúc, đa dạng hóa
 2. Marketing Objectives (Mục tiêu Marketing)

2.2. Frequency and Consumption

• Khi một ngành hàng đã có mức độ thâm nhập thị trường khá cao và đã có nhiều đối thủ tham
gia ngành hàng. Khi đó, việc tăng trưởng thông qua Penetration sẽ trở lên vô nghĩa. Khi đó ta sẽ
cần cân nhắc yếu tố Frequency (Tần suất sử dụng) và Consumption (Lượng sử dụng)
 2. Marketing Objectives (Mục tiêu Marketing)

2.2. Frequency and Consumption

– Tăng Frequency là khuyến khích NTD, tạo ra nhiều cơ hội sử dụng hơn để
họ có thể tăng số lần sử dụng trong ngày, trong tuần, tháng.
– VD: Vinamilk giáo dục NTD uống sữa 3 lần 1 ngày. Coca Cola ngày trước
Frequency (Tần suất sử dụng)
khuyến khích NTD uống Coca để thay nước, bây giờ khi thị trường nước giải
khát đã bão hòa, Coca khuyến khích NTD uống Coca trong các bữa ăn để
ngon hơn hay uống vào giờ giải lao để lấy lại khí thế.

– Tăng Consumption là tăng lượng sử dụng trong mỗi cơ hội tiêu dùng
– VD: Các dung dịch tăng lượng dung dịch khuyến mãi và thời gian sau sẽ
tăng giá.
Consumption (Lượng sử dụng) – Ngoài việc tăng Consumption Volume như ở trên, việc tăng lượng sử dụng
còn có ý nghĩa trong việc tăng Consumption Value (cùng lượng tiêu dùng
nhưng giá trị cao hơn)
– VD: Nước mắm được giới thiệu nhiều dưỡng chất hơn bán với giá cao hơn.
 2. Marketing Objectives (Mục tiêu Marketing)

2.2. Frequency and Consumption

• Simple Rules đặt Frequency và Consumption:

o Tăng Fre và Cons chỉ khả thi khi bạn là thương hiệu dẫn đầu thị trường. Nếu là thương
hiệu đứng thứ 3, 4 thì không nên làm công việc giáo dục này. Bởi vì thương hiệu dẫn đầu
sẽ là TOM trong tâm trí NTD. Khi thương hiệu bạn giáo dục cho NTD thì NTD sẽ nhớ tới
thương hiệu dẫn đầu chứ không phải tới thương hiệu của bạn. Điều này vô tình đã “giúp
đỡ” thương hiệu TOM.

o Nếu không phải thương hiệu dẫn đầu, bạn phải tấn công để dành thị phần từ đối thủ
cạnh tranh. Bạn có thể tấn công vào lòng trung thành của NTD đối thủ để thay đổi sự lựa
chọn của họ. Đó là Choice/ Loyalty
 2. Marketing Objectives (Mục tiêu Marketing)

2.3. Loyalty

Nhìn vào giỏ hàng của NTD, thấy có bao nhiêu sản phẩm của bạn trong giỏ hàng thì đó là
Loyalty bấy nhiêu % Loyalty. Loyalty khác với Market Share ở chỗ, MS đo lường thị phần kênh bán lẻ
còn Loyalty là đo lường thị phần trong giỏ hàng của NTD (Basket Share)

– Loyalty không có nghĩa là chỉ lựa chọn sản phầm trung thành mà không chọn thương hiệu
khác. NTD vẫn có thể mua sản phẩm của đối thủ. Do đó nhiệm vụ là làm sao lôi kéo được
Choice
NTD chuyển từ việc sử dụng sản phẩm của đối thủ sang sử dụng sản phẩm của thương
hiệu, làm tăng Loyalty
 2. Marketing Objectives (Mục tiêu Marketing)

2.4. Setting Marketing Objectives

• Có 2 yếu tố cần cân nhắc khi đặt mục

tiêu Marketing:
o Penetration (Mức độ thâm
nhập)
o Competitiveness (Mức độ cạnh
tranh): Thị trường hiện nay có
bao nhiều đối thủ, khoảng
cách giữa các thương hiệu như
thế nào, có thương hiệu nào
độc tôn quá mạnh không
 3. Communication Objectives (Mục tiêu Truyền thông)

– Sales
Business Objectives – Share
(Thay đổi trong Kinh doanh) – Growth
– Profit

– Penetration (try, purchase)

Marketing Objectives
– Frequency/ Consumption
(Thay đổi Hành vi NTD) – Loyalty/ Choice (switch, basket share)

Communication Objectives – Awareness (TOM, Spontaneous)

(Thay đổi Nhận thức NTD) – Key Attributes (Brand Equity)
 3. Communication Objectives (Mục tiêu Truyền thông)

3.1. Awareness
Top of Mind – Thương hiệu được
• KPI cao nhất của Brand Awareness là TOM. Tuy (TOM) nhớ tới đầu tiên
nhiên không phải lúc nào bạn cũng đặt mục tiêu là
TOM, nó chỉ dành cho các Brand dẫn đầu, hoặc ít – Thương hiệu được
nhất có TOM lớn hơn 0%.
Spontaneous nhớ đến tự nhiên sau
• Chỉ số Brand Awareness có thể được tìm thấy TOM
trong Brand Health Tracking (Báo cáo sức khỏe
thương hiệu) của Millward Brown hoặc đi nghiên – Thương hiệu được
Prompted/
cứu thị trường nhớ đến khi được
Aided
nhắc tên
 3. Communication Objectives (Mục tiêu Truyền thông)

3.2. Key Attributes

• Key Attributes (Thuộc tính cốt lõi) là các thuộc tính thương hiệu cốt lõi thường được đo lường trong các
báo cáo sức khỏe thương hiệu. Những thuộc tính này được xác định dựa trên nghiên cứu về NTD và
những gì NTD cho là quan trọng khi sử dụng ngành hàng.

• Nó là “chỗ giao thoa” của Brand Positioning (Planned brand image) và Consumer Perception
(Perceived brand image).

• Ví dụ ngành dầu gội có các Key Attributes từ Functional đến Emotional như: Tóc suôn mượt hơn, Ngăn
gàu quay lại, … Và mỗi thương hiệu lại có một thuộc tính cao nhất. Nếu một thương hiệu muốn vượt
qua thuộc tính cốt lõi của thương hiệu khác cần phải đặt mục tiêu thuộc tính cao hơn.

• Chỉ số Key Attributes có thể được tìm thấy trong Brand Health Tracking (Báo cáo sức khỏe thương
hiệu) của Millward Brown.
 3. Communication Objectives (Mục tiêu Truyền thông)

3.3. Creative Quality

• Những TVC nào đạt được mức độ

thuyết phục cao, tức điểm số nằm
trong mức Top 30% trong tất cả TVC
của ngành hàng, và mức độ Awareness
Index cao, bao gồm 3 yếu tố:

o Enjoyment: Người xem thấy

thích thú
o Active Engagement: Người
xem thấy lôi cuốn, thấy mình
trong đó
o Branding: Nhớ thương hiệu
 3. Communication Objectives (Mục tiêu Truyền thông)

3.3. Creative Quality

• Ngoài điểm số về TVC, còn có 3 yếu tố quan trọng cần chú ý:

o Message Recall (Khả năng nhớ thông điệp): NTD sau khi xem xong TVC có hiểu đúng
thông điệp mà ta muốn họ hiểu hay không

o Brand Recall (Khả năng nhận biết thương hiệu): NTD sau khi xem xong TVC có nhớ
thương hiệu nào đã xuất hiện hay không, có nhớ nó thuộc ngành hàng nào không.

o Purchase Intent (Ảnh hướng tới quyết định mua hàng của NTD: Sau khi xem xong
TVC, NTD có muốn đi mua sản phẩm của mình hay không?
 3. Communication Objectives (Mục tiêu Truyền thông)

3.3. Creative Quality

• Trên thực tế, không phải Brand nào cũng test kỹ TVC trước khi phát sóng. Do đó các điểm số về
TVC Quality được chấm sau một thời gian phát :

o Pre-view Report: Cho phép Brand Team biết phong độ TVC của mình trong mắt NTD.
Họ có thể dùng điểm số này để yêu cầu Agency điều chỉnh lại TVC sau một thời gian
phát sóng. Để rồi chiến dịch sau đó tiếp tục đo lường và theo dõi sự thay đổi

o Post-view Report: Kiểm tra sau một thời gian phát sóng
 3. Communication Objectives (Mục tiêu Truyền thông)

3.4. Media Buying Quality/ Communication Awareness

• Mức độ nhận biết thương hiệu từ truyền thông (Total Brand Communication Awareness) thể
hiện độ nhận biết về mặt truyền thông, trong một quãng thời gian nhất định chứ không nhận biết
về mặt tổng quan.

• Báo cáo này sẽ cho chúng ta biết hiệu quả nhận biết thương hiệu đến từ đâu. Ví dụ như từ việc
phát quảng cáo trên TV, chạy chương trình khuyến mãi, trưng bày trong cửa hàng, quảng cáo báo
chí hay OOH. Từ đó chúng ta có thể thấy được vấn đề của kênh truyền thông nằm ở đâu, kênh nào
có ảnh hưởng lớn nhất, kênh nào hiệu quả hay không hiệu quả so với ngân sách. Từ đó chúng ta có
thể xác định hiệu quả nhất các mục tiêu nhận biết thương hiệu đến từ đâu.
 3. Communication Objectives (Mục tiêu Truyền thông)

3.4. Media Buying Quality/ Communication Awareness

 3. Communication Objectives (Mục tiêu Truyền thông)

3.4. Media Buying Quality/ Commnication Awareness

 3. Communication Objectives (Mục tiêu Truyền thông)

3.4. Media Buying Quality/ – NTD có nhớ thương hiệu hay không?
Brand
Communication Awareness – Điểm số Brand Awareness có tăng
Awareness
không?
• Cuối cùng là hiệu quả của việc mua truyền
– Thuộc tính nào thương hiệu sở hữu
thông, cụ thể là kênh TV, thể hiện qua các
hoặc ghi điểm trong mắt NTD?
chỉ số như Tỷ lệ ngân sách đã chi tiêu so với Key Attributes
– Những thuộc tính đó có quan trọng
tỷ lệ nhận biết từ các đài hay các khu vực
với định vị thương hiệu không?
đã mua Truyền thông.
Creartive – TVC/ Print-ad/ Creative Idea có hoạt
• Simple Rules đặt Communication
Quanlity động hiệu quả không?
Objectives:
– Chúng ta có làm tốt trên các kênh
Media/
truyền thông đã mua không?
Channe
– Chúng có giúp tăng Communication
Effectiveness
Awareness không?
 CHÂN THÀNH
CẢM ƠN!
Nguyễn Huyền Trang, Founder & Communication Consultant, Mimosa Communication Agency
Handphone/Zalo: 091 238 1080, Email: [email protected]
 An OVERAL IMC Planning Model
(IMC - Integrated Marketing Communications)

Review of marketing plan

Analysis of promotional program situation

Analysis of communication process

Budget determination

Develop integrated marketing communications program

Advertising Direct Digital/ Sales PR/publicity Personal

marketing Internet promotion selling
marketing

Advertising Direct Interactive/ Sales PR/publicity Personal

objectives marketing Internet promotion objectives selling
objectives marketing objectives objectives
objectives

Advertising Direct- Interactive/ Sales PR/public Sales

message marketing Internet promotion relations message
and message message message message strategy and
media and and and and sales tactics
strategy media media media media
and tactics strategy strategy strategy strategy
and tactics and tactics and tactics and tactics

Integrate and implement marketing communications strategies

Monitor, evaluate, and control integrated marketing communications program

 An DETAILED IMC Planning Model
(IMC - Integrated Marketing Communications)

Review of Marketing Plan

- Examine overall marketing plan and objectives - Role of advertising and promotion
- Competitive analysis - Assess environmental influences

Analysis of Promotional Program Situation

- Internal analysis - External analysis - Promotional department organization
- Consumer behavior analysis - Market segmentation and target marketing
- Firm’s ability to implement promotional program - Market positioning
- Agency evaluation and selection - Review of previous program results

Analysis of communication process

- Analyze receiver’s response processes - Analyze source, message, channel factors
- Establish communication goals and objectives

Budget determination
- Set tentative marketing communications budget - Allocate tentative budget

Develop integrated marketing communications program

Advertising Sales promotion
- Set advertising objectives - Set sales promotion objectives
- Determine advertising budget - Determine sales promotion budget
- Develop advertising message - Determine sales promotion tools and
- Develop advertising media strategy develop messages
- Develop sales promotion media strategy
Direct marketing Public relations/publicity
- Set direct-marketing objectives - Set PR/publicity objectives
- Determine direct-marketing budget - Determine PR/publicity budget
- Develop direct-marketing message - Develop PR/publicity messages
- Develop direct-marketing media strategy - Develop PR/publicity media strategy
Digital/Internet marketing Personal selling
- Set interactive/Internet marketing objectives - Set personal-selling and sales objectives
- Determine interactive/Internet marketing budget - Determine personal-selling/sales budget
- Develop interactive/Internet message - Develop sales message
- Develop interactive/Internet media strategy - Develop selling roles and responsibilities

Integrate and implement marketing communications strategies

Integrate promotional-mix strategies | Create and produce ads | Purchase media time and space
Design and implement direct-marketing programs | Design and distribute sales promotion materials
Design and implement public relations/publicity programs
Design and implement digital/Internet marketing programs

Monitor, evaluate, and control integrated marketing communications program

- Evaluate promotional program results/e ectiveness
- Take measures to control and adjust promotional strategies
 MÔ HÌNH LẬP KẾ HOẠCH TRUYỀN THÔNG MARKETING TÍCH HỢP

Xem xét kế hoạch Marketing

Phân tích các yếu tố chi phối đến chương trình xúc tiến hỗn hợp

Phân tích quá trình truyền thông

Xác định ngân sách

Phát triển chương trình marketing truyền thông tích hợp

Quảng cáo Marketing Marketing Xúc tiến bán PR/ Bán hàng
trực tiếp tương Cộng đồng cá nhân
tác/internet

Mục tiêu Mục tiêu Mục tiêu Mục tiêu Mục tiêu Mục tiêu
quảng cáo của của của xúc tiến của PR của bán
marketing marketing bán quan hệ hàng
trực tiếp tương tác cộng đồng cá nhân

Thông điệp Thông điêp Thông điệp Thông điệp Thông điệp Thông điệp
quảng cáo, marketing tương tác/ xúc tiến PR, bán hàng,
chiến lược trực tiếp, internet, bán, chiến chiến lược chiến lược
và các kỹ chiến lược chiến lược lược và các và các kỹ và các kỹ
thuật truyền và các kỹ và các kỹ kỹ thuật thuật truyền thuật truyền
thông thuật truyền thuật truyền truyền thông thông
thông thông thông

Kết hợp và thực hiện các chiến lược truyền thông marketing

Theo dõi, đánh giá và kiểm soát chương trình truyền thông
THÔNG TIN CHIẾN DỊCH
Trong bối cảnh người tiêu dùng ngày càng dành nhiều sự quan tâm đến lối sống
lành mạnh, thương hiệu dầu olive Olivoilà đã “vẽ” nên nét riêng như thế nào để tăng
mức độ nhận diện và tình yêu thương hiệu giữa những thương hiệu nội – ngoại
nhập “na ná” nhau?
https://www.youtube.com/watch?v=rlPNGIAszzc