Final report hoàn chỉnh 11 - Tài liệu tham khảo | Đại học Hoa Sen

GROUP PROJECT
Class ANH410DE02 - Corporate Communication Strategy - 0300
Instructor: Lê Hữu Châu Group members: Vũ Thu Hiền – 2175200
Trần Phượng Uyên – 2171006
Võ Mai Diễm Ngọc – 2170949
Nguyễn Hoàng Thy – 2192726
Lê Nguyễn Đăng Khoa – 2185725 January/2022 Evaluation board Name of Task Complete members
-Introduction, budget, and support the ideas for timeline
-Collect report to submit and support to make the Vũ Thu Hiền PowerPoint 100%
-Contributed ideas for the report
-Strategies to accomplish the objectives
-Strategies to accomplish the objectives, budget, and Võ Mai Diễm support the ideas for timeline Ngọc
-Contributed ideas for the report 100%
-Support to make the PowerPoint -Edited the report Trần Phượng
-Contributed ideas for the report Uyên
-HR, communication channels, and evaluation 100% techniques -Design the photos Nguyễn Hoàng -Support the ideas for budget Thy -Communication strategy 100%
-The objectives of the campaign
Lê Nguyễn Đăng -Corporate communication framework 30% Khoa -Timeline 2 TABLE OF CONTENTS
1. Introduction-------------------------------------------------------------------------------------4
1.1 Summary of the situation---------------------------------------------------------------4
1.2 Overview the company-----------------------------------------------------------------4
1.2.1 Vision------------------------------------------------------------------------------4
1.2.2 Mission----------------------------------------------------------------------------4
1.2.3 Core value-------------------------------------------------------------------------4
1.3 SWOT analyze---------------------------------------------------------------------------4
1.3.1 Strengths---------------------------------------------------------------------------4
1.3.2 Weaknesses-----------------------------------------------------------------------5
1.3.3 Opportunity-----------------------------------------------------------------------5
1.3.4 Threat------------------------------------------------------------------------------5
1.4 Challenges--------------------------------------------------------------------------------5
1.5 State the rational for the plan:---------------------------------------------------------5
1.6 Expectation outcome--------------------------------------------------------------------6
2.5.1. Phase 1: Understanding: -----------------------------------------------------------------7
1. Famous in vlog community ------------------------------------------------------------8
2. Lifestyle vlog which many young people love it-------------------------------------8
3. No tricks-----------------------------------------------------------------------------------8
4. Good communication --------------------------------------------------------------------8
5. Friendly, Inspiring person----------------------------------------------------------------8
Avatar on Facebook--------------------------------------------------------------------------9
Poster 1---------------------------------------------------------------------------------------10
2.5.2. Phase 2: Accepting ----------------------------------------------------------------------12
2.5.3. Phase 3: Supporting:---------------------------------------------------------------------12
2.5.3.1. Announcement:-------------------------------------------------------------------12
2.5.3.2. Collect feedback: -----------------------------------------------------------------12
2.5.3.3. Implement:-------------------------------------------------------------------------13
2.6 Resources requirements---------------------------------------------------------------13
2.6.1. Budget---------------------------------------------------------------------------13
2.6.2. Timeline-------------------------------------------------------------------------15
2.6.3. HR- internal communication------------------------------------------------------17
2.6.3.1. KOLs: ------------------------------------------------------------------------17
2.6.3.2. Communication staff: ------------------------------------------------------17
2.6.3.3. Technology:------------------------------------------------------------------17
2.7. Corporate Communication Framework--------------------------------------------17
2.7.1. Corporation---------------------------------------------------------------------17
2.7.2. Message-------------------------------------------------------------------------17
2.7.3. Constituencies------------------------------------------------------------------18
2.7.4. Constituencies respond--------------------------------------------------------18
2.8. Communication channels------------------------------------------------------------18
2.8.1. Facebook: ----------------------------------------------------------------------18
2.8.2. Website: ------------------------------------------------------------------------19 3
2.8.3. Hashtags: -----------------------------------------------------------------------19
2.9. Evaluation techniques----------------------------------------------------------------19
References:---------------------------------------------------------------------------------------20 4 1. Introduction 1.1
Summary of the situation
Before covid-19 occurred, many people got used to eating out on the Tết holiday
because it is more comfortable to eat at restaurants, ordering through food applications
to save time in cooking. Now, because of the epidemic, shops are closed, and ready-
to-eat food is also limited, and this year many people cannot return to their hometown
on Tết. Therefore, we decided to celebrate the cooking contest. Those who have a
passion for cooking have even more time to prepare sophisticated and beautiful dishes
during the Tết holiday. Tết is also a memorable holiday for people to have the
opportunity to regularly go to the kitchen to make simple and easy dishes. In addition,
we want to make a good time for everyone this Tết. This campaign is considered an
entertainment activity during the time of social distancing. 1.2 Overview the company
Vissan was established in 1970 and operated in 1974 in Ho Chi Minh city. Nowadays,
it has officially been named VISSAN JOINT STOCK COMPANY after many times
being renamed. They have more than 100 agencies and more than 130,000 points of
sales in my country. Vissan is one of the enterprises leading the food industry in Viet
Nam. They focus on manufacturing and trading fresh meat, frozen meat, and
processed food that is made from meat. 1.2.1Vision
Vissan became one of the big brands in Viet Nam. Top food brand has a closed-loop
supply chain, sustainable and food traceability system. 1.2.2 Mission
Vissan commitment supplies food safety, quality with high nutritional value, and
convenience for consumers that create a better and abundant life. 1.2.3Core value
Vissan always puts the benefits of customers first. It seems to be a guideline to create the core value of Vissan. 1.3 SWOT analyze 1.3.1 Strengths
- Vissan is a reputable brand in Viet Nam. It has existed on the market for 45 years. 5
- They have financial strength.
- Vissan’s employees have a qualified and good experience.
- It has a diverse distribution system such as supermarkets throughout our country and
Vissan’s store in Ho Chi Minh City.
- Diversity products (processed food, fresh food) meet a variety of market segments.
- It also has an advanced slaughter system and production process of food safety. 1.3.2 Weaknesses
- Vissan has not transparently distinguished product positioning for all customer segments.
- They rarely advertise on mass media.
- They have not effectively conducted research and developed products.
- The price is not flexible. It is just suitable for people who live in urban areas. 1.3.3 Opportunity
- Viet Nam has taken part in ASIAN Economic Community (AEC), so they can
approach raw materials with low prices and high quality from overseas to serve the production of processed food.
-Nowadays, consumers increase awareness, so they take care more about food which they eat every day.
- The income level of consumers is also higher cause they spend much money on healthy food. 1.3.4 Threat
- Customers demand food safety and product traceability.
- Lifestyle of customers constantly changes: They quickly alter products when new brands attract them.
- They face price competition due to the increase in input material prices.
- More and more competitors in the food industry. 1.4 Challenges
Due to the Covid-19 pandemic, we cannot hold a cooking contest for the Tết holiday
offline. Therefore, we decided to set up a playground on social media for people who
cannot spend much time cooking and cannot return to their hometown this year. We
hope that makes people cook at home and share their stories about Tết flavor. 6 1.5
State the rational for the plan:
We got the idea of this contest from people gathering during Tết to prepare and eat
together. In recent years, people cook less and less when Tết comes. Significantly
when the pandemic took place in the last two years, people limited eating out, and
some people could not return to their hometown when Tết came. Therefore, we
wanted to create a cooking contest to bring the dull when Tết comes for everyone. 1.6 Expectation outcome
About the brand: Increase brand awareness and remain the image of Vissan in the mind of consumers.
About the society: We hope everyone understands that cooking on the Tết holiday is
an exciting experiment. We simultaneously dispel anxiety and sadness in the Covid
pandemic because they must stay home.
2. Elements of corporate communication
2.1 Communication Strategy:
During the Covid pandemic, many people think of "losing Tết" because people cannot
return home to celebrate Tết with their families. However, the longer the epidemic
lasts, everyone stays home with their phone and forget a traditional Tết with family and relatives.
Because of these changes, the Vissan brand has a new direction in its media activities
to create a "Nhà Có Tết" program. Everyone can join through their Facebook to spread the taste of Tết.
The meaning of "Nhà có Tết" is that at home, everyone can still welcome Tết, create
new dishes on Tết, and spread Tết to everyone.
2.2 Objective for a particular communication campaign
2.2.1. Objective 1: Bring Vissan brand closer to consumers
Through the campaign, "Nhà có Tết" has been selected by Vissan as the criteria of
operation. As a commitment of the Vissan company, we want to show all the
responsibility in each product to bring health to the community, contributing to
Vietnam's food processing industry development.
2.2.2. Objective 2: Correct the perceptions of target audiences 7
During a long time living with the epidemic, everyone has a habit of using social
networks all day. Therefore, Vissan wants to affirm and change that habit in the
upcoming Tết holiday "staying at home is still fun, Tết is to sum this up."
2.2.3. Objective 3: Create Tet activity for consumers
Vissan creates a playground by making Tết dishes full of creativity and sharing with
everyone to know with Tết dishes that are no longer boring, and connect friends
through social networks "celebrate Tết with Vissan."
2.3 The target constituencies
The contest "Nhà có Tết" has all men and women who are over 18 years old and have
a passion for cooking. Of course, it is indispensable that the guests will accompany
until the end of the program Giang Oi, Vu Dino, Co em Trendy. 2.4 Theme
The contest name is Nhà có Tết. We want to use the title of series vlogs "Nhà có Tết"
on Tết holiday of vlogger Giang Ơi. These vlogs were filmed from the Tết holiday
2019 and published every year based on the 28th Lunar calendar and the end of the
6th Lunar calendar. This vlog is the footage of all activities prepared before and during
Tết that occurred in Giang Ơi's hometown. These vlogs reached an average of 300K
views in 3 years. Unfortunately, she was unable to film "Nha co Tết" in her hometown
last year because of the Covid-19 outbreak and she continues to make a short film
about Tết in Ho Chi Minh City. Therefore, we will be collaborating on a program
titled "Nhà có Tết" to match the message Vissan brings to the community. Staying at
home we have a “Tết giản dị” and it is still “Tết trọn vị”.
Hashtag: #NhacoTet #Tetgiandi #Tetdamvi #Vissan
2.5. Strategies to accomplish the objectives
2.5.1. Phase 1: Understanding:
2.5.1.1. Attractive contents: Encouraging people stay at home Detail information :
Name of challenge: Nhà có Tết
Target participants: it consisted of females and males who are 18 up to
and who are passionate about cooking. 8
Activities: Renew and create the Tết dishes with available ingredients.
The participants share any story related to food accompanied by videos
and photos to show the process of cooking the dishes.
Time of video: 3 minutes in length of each video.
The platform for uploading videos and posts: Using a Facebook platform.
Requirement: People who take part in challenges must be polite and creative in their dishes.
KOLS: The common characteristic of KOLs is that they possess a
large number of followers and influence young people on social networks.
Giang ơi (Macro KOL - 728K followers) Strength: 1. Famous in vlog community
2. Lifestyle vlog which many young people love it 3. No tricks 4. Good communication 5. Friendly, Inspiring person
Risks: Not popular with adults
Vũ Dino (Micro KOL - 92.046 followers) Strength: 1. Famous for cooking vlog
2. Collaboration with famous brand such as Acecook, Pepsi, Grab,… 3. Take care health
4. Passion with technology in his house 5. Friendly
Risks: Not popular with adults
Cô Em Trendy (Macro KOL- 266K followers) Strength: 9 1. Famous for fashion
2. Sometime collaboration with Giang ơi and Vũ Dino 3. Creative content 4. Update trends frequently Risks: Not popular with adults
Get more viral when go with friends (Giang Ơi, Vũ Dino)
Hashtag requirements: #NhacoTet #Tetgiandi #Tetdamvi #Vissan
Time of challenge: 10/01/2022 - 17/02/2022 (1 month 1 week) Prize:
The first prize: It is worth 15 million
The second prize: It is worth 7 million
The third prize: It is worth 3 million
Two consolation prizes (each prize will receive a voucher worth 5
thousand dongs to buy products at all Vissan stores): It includes one
prize for whoever has the best story and one prize for whoever has the most creative dish. 10