PR action plan - Tài liệu tham khảo | Đại học Hoa Sen

MINISTRY OF EDUCATION HOA SEN UNIVERSITY FACULTY OF MARKETING
PR ACTION PLAN FOR DALATMILK Subject: PUBLIC RELATIONS
Lecturer : Nguyễn Hồ Đăng Khương Class name : MK304DE02 - 0400 No. MSSV Name Work Evaluate 1 2180839 Nguyễn Trần Kim Ngân Messages & Strategy 100% 2 2197173 Nguyễn Phương Nghi Tools & Taget Media 100% 3 2199262 Nguyễn Thuý Vy Tatics 100% 4 2195131 Phan Ngọc Bảo Trân Intro & Objectives & 100% Audiences 5 2182813 Phan Thị Quỳnh Tiên Evaluation & Next 100% steps Table of Contents 1.
Introduction..................................................................................................................... 1 a)
Market overview........................................................................................................... 1 b)
History begins.............................................................................................................. 1
c) Mission.........................................................................................................................2
d) Vision...........................................................................................................................2 e)
Market Analysis (SWOT).............................................................................................. 2 2.
Objectives........................................................................................................................ 3 3.
Target audience............................................................................................................... 4 4.
Messages......................................................................................................................... 5 5.
Strategy........................................................................................................................... 6 6.
Tactics.............................................................................................................................. 8 7.
Tools................................................................................................................................ 8
a) Online Magazine..........................................................................................................8
b) Social Media................................................................................................................9 o
Facebook..................................................................................................................9 o
Tiktok..................................................................................................................... 10 o
Youtube...................................................................................................................11 o
Influencers..............................................................................................................11
c) Event.......................................................................................................................... 12
d) CSR activities.............................................................................................................13 o
Milk support for underprivileged children affected by Covid-19............................13 o
Sponsor milk for vocational centers.......................................................................13 o
Raise funds to protect the environment...................................................................13 8.
Target media.................................................................................................................. 14 9.
Evaluation..................................................................................................................... 16
10. Next step:....................................................................................................................... 18
Timeline............................................................................................................................ 18
Event.................................................................................................................................26
Budget...............................................................................................................................27
REFERENCE........................................................................................................................ 29 1. Introduction a) Market overview
The liquid milk market's revenue reached 48.9 trillion, with a stable growth rate of 10%. It is
predicted to decrease but still close to 7% to reach 66 trillion by 2023.
Pasteurized milk: 84% Pasteurized milk: 4% the liquid milk market is less competitive than
the powdered milk segment because domestic firms have an advantage in supply. Company overview b) History begins
Dalatmilk has a long history, dating back to 1976, starting from the Phi Vang Dairy Cow
state-owned farm. In 1979, the first heifer was born, which was also the day when the first
milk began to flow, giving birth to the dream of a white plateau. In 2004, transformed into a
joint-stock company model. In 2009, the construction of a dairy factory and high-tech
livestock farm under the Dalatmilk brand was born. In 2010, inaugurated the first dairy
factory in the Central Highlands and received the certificate of food safety management according to ISO standards. 1 c) Mission
Dalat Milk has 3 main missions: effort, perseverance, and dedication
 Effort: Dalat Milk constantly strives to become the pride of Vietnamese milk
 Persistence: Milk production with a safe and clean closed process, towards the
environment and nature to create friendliness
 Dedication: for the health of our customers, try to give our best d) Vision
Winning the trust of customers, Dalat Milk strives to create safe and quality products that
customers can trust completely.
e) Market Analysis (SWOT) Strenght Weaknesses
Dalat Milk can be self-sufficient in its Dalat Milk does not have an effective
milk supply by raising its own cows, marketing strategy, so its product and
which makes milk production safer and brand recognition is much worse than better. competitors.
Dalat Milk is also used in restaurants to Milk market share is also low compared to process food and drinks
competitors, difficult to compete
Dalat Milk's main source of capital is
borrowed capital, so it cannot be self- sufficient in capital Opportunities Threats
The relatively rapid increase in population Currently, there are many milk brands
size opens up a large market for Dalat penetrating the Vietnamese dairy market, Milk
so Dalat Milk will have more competitors.
Consumers are tending to pay attention to Competition of alternative dairy products.
health, so they will choose safe and Currently, soy milk and nut milk are quality dairy products
growing strongly, creating great 2
The dairy market is on a strong and stable competition for the pasteurized milk
growth trend, which gives Dalat Milk the industry
opportunity to further develop in the dairy industry. 1. Objectives
Increase product adoption and reach potential customers and increase sales
According to statistics, the percentage of women in big cities is about 11.3 million people
between the ages of 15 and 49 who are potential customers. Insight
Customers do not like to drink pasteurized milk or fear that pasteurized milk will not be
good for their health. The customer may also think that pasteurized milk will taste better
than pasteurized milk or that the customer wants to change to a new type of milk to drink. S.M.A.R.T criteria
Specific: Increase access to pasteurized milk products and increase consumer awareness
about the benefits of pasteurized milk
Measurable: The goal of the business must be achieved: increase the number of likes
from 23.95 likes (20%). Raise awareness about pasteurized milk in the target market
group by 6% or about 678,000 people
Actionable: Dalat Milk is a brand that has been trusted and supported by customers,
the brand awareness of customers is also relatively stable, and the promotion of
potential customers to buy products is to increase revenue and keep customers. loyal goods
Relevant: After reaching customers, the brand's awareness will increase and reach the target customers directly 3 2. Target audience a. Company Analysis Segmentation
Dalat Milk divides the market into 3 main segments: Children, Teenagers and Elderly Demographic
Age: divided by age groups under 18 years old, from 19 - 64 years old, and over 65 years old
Occupation: diverse professions, but most are married women
Monthly income: because Dalatmilk is a brand with cow's milk products farmed in Vietnam
and 100% domestic production process, the price is a bit high on average. Therefore,
customers usually have stable and high incomes
Geographic: Focus on big cities such as Hanoi, Ho Chi Minh, Hai Phong, Can Tho, Da Nang, and Bien Hoa.
Psychographic: Want to use pasteurized milk, regularly pay attention to the health of yourself and your family.
Behavioral: Customers often go shopping at convenience stores and supermarkets. Know
how to take care of your health. b. Target audience
 Age: Customers are mainly 18-25 years old, accounting for 58.1%
 Gender: Both men and women can use it. in which, Male: 41.9%, Female: 58.1%,
women account for the majority of milk use Dalat Milk than men.  Audience: Married women
 Income: Middle range, between 3 million VND and 7 million VND
 Mentality: Customers who have needs to use pasteurized milk, have health care needs
for themselves and their families, or customers who are easily influenced by other people's reviews before buying
 Behavior: Customers often have the behavior of looking for reputable and quality dairy products c. Positioning 4
Compared to other competitors, Dalat Milk has an average price, neither too high nor too
low 36,000 VND (950ml), Vinamilk is priced at 32,000 VND (900ml), TH true MILK is
priced at 34,000 VND (950ml) and Meiji is priced at 72,000 VND (946ml)
The quality of Dalat Milk compared to competitors such as Vinamilk, TH true MILK, etc. is also quite good. d. Differentiation
Milk is made from pure fresh milk, all stages from processing to production and distribution
are carefully managed and guaranteed. Dalat Milk contains no preservatives. In addition, the
milk production process is closed 3. Messages
“Dalat Milk - an toàn, dinh dưỡng và trọn vẹn”
The main goal of this message is to affirm to the audience the safety of Dalat Milk
pasteurized milk. Thereby, reinforcing and removing the old view about the unsafety of 5
pasteurized milk from potential customers. This is not only an affirmation but also a promise
from the business. The promise to always put the health of our customers first. That will be
the brand motto for all future products of Dalat Milk. 4. Strategy
PR STRATEGY CYCLE MAP FOR DALAT MILK
General PR strategy for Dalat Milk: Promote Dalat Milk’s products more widely, increase
brand awareness along with awareness of 100% safe and quality products from Vietnam. Phase 1: Analyzing
- Analysis of information core value factors for PR strategy.
- Determine the materials needed for the next steps
- Factors to analyze: Positioning, Environment, Customer behavior, Situation 6
Through this phase, we will comprehensively grasp the current situation of Dalat Milk,
thereby using it thoroughly and appropriately when creating PR activities in combination
with the set goals. Analysis helps to orient the campaign development process, identify the
tasks to be performed, and the issues that need to be made to create a most appropriate
implementation process that will help shorten the implementation process and become more
successful. Besides, we can also avoid and deal with the risks that will be encountered
during the implementation process. Phase 2: Action
From the information obtained through phase 1, we adjust and decide what actions to take in
the campaign. These actions must be enforceable, in line with Dalat Milk's orientation. This
is one of the extremely important phases to determine the success of the campaign. This
stage needs to be done in a neat, professional, and careful manner. Regular monitoring will
be an essential element at this stage to minimize the risks of the campaign going astray.
In addition to the actions used to implement the main campaign such as Content creating,
choosing tools, and choosing channels, CR services are also activities that need to be built
and developed in a sustainable way. There is nothing better than keeping a good relationship
with old customers. They will contribute no small part in sharing with the "world" good
thoughts about Dalat Milk's products.
- Key activities to be implemented: Choosing tools, Choosing channels, CR services, Content creating
Phase 3: Report on the campaign
At this stage, we'll take a look at the stats that show the campaign's coverage and key
audiences. The reporting phase plays a fundamental role to improve and develop more for
the next activities in the campaign, even later campaigns.
Through the report, we can easily know which actions are working and need to be continued,
and which actions are not suitable so that we can adjust or remove them in time (this is
similar to using this report). for tools, channel, content)
- Collect data from activities by weekly, and monthly data to close the audience file.
Phase 4: Evaluation and fixing 7
Evaluation is a process of gathering and analyzing information to understand the progress,
success, and effectiveness of a PR campaign. It is an important aspect of project
management, it can facilitate the successful completion of a campaign and make decisions
about the future of both current and other campaigns. .
The benefits of campaign evaluation range from optimized use of budgets and people to
improved stakeholder satisfaction. Furthermore, this phase at every stage of the project
reduces the risk of changing the project scope. Make sure that you conduct project reviews
during pre-, ongoing, and post-project phases to understand defects and requirements.
Finally, create a coarse adjustment strategy after each project to create a benchmark for future projects. 5. Tactics
 Raising brand awareness o
Run Facebook ads on Dalatmilk's fan page. o
Post advertorials with commercial content in online magazines. o
Organize an event with the intention of spreading knowledge about healthy
eating and ways to maintain it in the post-Covid era. o
Cooperate together with influencers to upload and share pictures of Dalatmilk's products. o Promote CSR activities
 Promotion of high-quality products o
Post a press release about the quality of products on the company's website. o
Post product ads on social media. 6. Tools a) Online Magazine Online Number Title Main Content 8