Tiếng anh-imc - IMC plan - Tài liệu tham khảo | Đại học Hoa Sen

Tiếng anh-imc - IMC plan - Tài liệu tham khảo | Đại học Hoa Sen và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả

1 1 lượt tải Tải xuống
Chia sẻ Báo cáo tài liệu

Môn: Marketing (MK191P1)

Trường: Đại học Hoa Sen

Thông tin:

5 trang 1 ngày trước

Tác giả:

Profile Kim Oanh
Below, I would like to present
4.1 Marketing Strategy of 5AM Campaign
Firstly, I will talk about:
Campaign goals:
Brand rejuvenation : The campaign aims to refresh the image(ri chân vân nây tion)
of Vietnam Airlines, creating a youthful, dynamic and closer appearance to the young
generation. From joining hands with Space Speaker Group and the success of the song
"Nhanh lên nhé", attracting 5,700,000( )five million seven hundred thousand
viewers, showing that the company has reached the majority of Space Speaker's fans,
it has shown a strong commitment in connecting with the younger generation.
Enhance brand recognition: The campaign aims to enhance Vietnam Airlines brand
recognition, especially in the eyes of Z. By organizing sunriseMillennials and Gen
music events at 5 am with the participation of many famous artists from
SpaceSpeakers such as Binz, Soobin, Rhymastic, Gonzo, and 16 Typh. Besides, there
are also special appearances from famous guests OSAD and Phao. Brands want to
create deep and positive impressions about the brand.
Secondly, what I'm referring to here is
Insight of the campaign: (ét cờ no lịch) While many young people acknowledge the
positive impact of early rising, they often lack the drive or circumstances (sơ cầm sờ
tan) to implement this habit.
Thirdly, that is
Campaign message: Encourage young people to wake up early and practice the habit
of participating in activities that gently improve their physical and mental health
before starting the working day. Morning is the "golden time" that helps you
"recharge" your energy to be ready to accomplish all your goals in life.
Finally, that is
Campaign success:
Vietnam Airlines has understood the tastes of young people, so the cooperation with
rap stars has helped the brand get one step closer to generation Y and generation Z
customers. This time was successful, helping Vietnam Airlines expand its market
share among young people, while Space Speaker Group continued to affirm its
position (pờ si tion) in the music industry.
Thereby, Vietnam Airlines also reaps new values in the process of brand(ri:p)
positioning.
YouTube: Over 1 million views on music videos and related events.
Facebook, Instagram: More than 1,040 posts and more than 300,000 comments and
interactions.
Advertising on social networks: Reached more than 5 million views.
Mass Communication: Public Relations
Press: 50 articles written about the campaign and related events, increasing the brand's
presence in traditional media.
Reality events:
Sunrise music event at 5 a.m.: The event features famous artists from Space Speaker
Label along with two guest artists, a symphony orchestra , and 1977( ô kịt sờ tra)
Vlog. The attraction from names like Touliver, SlimV, Binz, Rhymastic, Soobin,
Gonzo, 16 Typh, Nomovodka, OSAD, and Phao attracted many audiences to attend
the event. The event in the early morning of January 20, 2024 attracted more than
1,000 participants, including jogging and yoga activities, combined with performances
by Space Speaker artists.
Photo: 5AM music event (source: https://tienphong.vn/vietnam-airlines-to-chuc-5am-
su-kien-am-nhac-don-binh-minh-dau-tien-tai-viet- nam-post1605356.tpo)
The Next, I will present the IMC plan, including the tools that Vietnam Airlines has
implemented.
4.2 IMC plan
Tools Detailed tools Apply
Advertising Offline Banners, standees, event posters displayed at
airports.
Social Media
Marketing
Facebook:
Vietnam
Airlines'
Fanpage
Post an advertisement with the title “Charging
full energy for a new day with VietNam
AirLines!” to call on young people to
participate in music events
Youtube Vietnam Airlines reused the song "Nhanh lên
nhé!" which was a previous collaboration with
SpaceSpeakers Group from two years ago.
This reuse helps maintain consistency and
continuity in the messaging while creating a
memorable impression for listeners, evoking
nostalgia and a sense of(nót tao da)
familiarity, thus strengthening the relationship
with customers.
Sponsor
Event
Primary Sponsor and Strategic Partner,
Sponsorships
providing financial support and resources,
while closely collaborating with
SpaceSpeakers Group to develop and promote
content.
Public
Relation
Advertorial
50 articles were written about the event, such
as electronic newspapers such as Thanh Nien
newspaper, Nguoi Lao Dong newspaper,
Channel 14, etc. also published many articles
about 5AM that attracted hundreds of
thousands of views.
Event
They organize 5AM - The first sunrise music
event in Vietnam.
Direct
Marketing
Email - Notify customers of an upcoming 5AM event
- Send detailed information about the event to
the business via Proposal (a sponsorship
campaign document) to apply for sponsorship
from the organizing unit, media unit, and
sponsoring unit.
Sales
Promotion
Consumer
Promotion
Providing preferential services(re phơ rần sồ)
related to ticket price promotions or event-
related services
Organize minigame: Guess Good Card - Win
Instantly.
Early bird sale with 25% discount.
Personal Face-to-Face Sales staff can promote the event during direct
interactions with customers throughout the
selling Meetings ticket purchase, check-in, and boarding
processes at the airport.
https://spirit.vietnamairlines.com/chuyen-dong-vna/5am-mot-chien-dich-truyen-
thong-sang-tao-hay-khoi-dau-cua-chuong-trinh-am-nhac-moi- hien-
dai.html#:~:text=Kh%E1%BB%9Fi%20%C4%91%E1%BB%99ng%20t%E1%BB
%AB%20%C4%91%E1%BA%A7u %20n%C4%83m,d%E1%BA%ADy%20s
%E1%BB%9Bm%20%C4%91%C3%B3n%20b%C3%ACnh%20minh .
https://spirit.vietnamairlines.com/chuyen-dong-vna/5am-mot-chien-dich-truyen-
thong-sang-tao-hay-khoi-dau-cua-chuong-trinh-am-nhac-moi- hien-
dai.html#:~:text=5AM%20%C4%91%C3%A3%20di%E1%BB%85n%20ra%20th
%C3%A0nh,c%C3%A0ng%20nhi%E1%BB %81u%20c%C3%A1c%20b%E1%BA
%A1n%20tr%E1%BA%BB .
https://spirit.vietnamairlines.com/chuyen-dong-vna/5am-mot-chien-dich-truyen-
thong-sang-tao-hay-khoi-dau-cua-chuong-trinh-am-nhac-moi- hien-
dai.html#:~:text=Kh%E1%BB%9Fi%20%C4%91%E1%BB%99ng%20t%E1%BB
%AB%20%C4%91%E1%BA%A7u %20n%C4%83m,v%C3%A0o%20th%E1%BB
%AD%20th%C3%A1ch%20d%E1%BA%ADy%20s%E1%BB%9Bm .
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Preview text:

Below, I would like to present
4.1 Marketing Strategy of 5AM Campaign
Firstly, I will talk about: Campaign goals:
Brand rejuvenation (ri chân vân nây tion) : The campaign aims to refresh the image
of Vietnam Airlines, creating a youthful, dynamic and closer appearance to the young
generation. From joining hands with Space Speaker Group and the success of the song
"Nhanh lên nhé", attracting 5,700,000(five million seven hundred thousand)
viewers, showing that the company has reached the majority of Space Speaker's fans,
it has shown a strong commitment in connecting with the younger generation.
Enhance brand recognition: The campaign aims to enhance Vietnam Airlines brand
recognition, especially in the eyes of Millennials and Gen Z. By organizing sunrise
music events at 5 am with the participation of many famous artists from
SpaceSpeakers such as Binz, Soobin, Rhymastic, Gonzo, and 16 Typh. Besides, there
are also special appearances from famous guests OSAD and Phao. Brands want to
create deep and positive impressions about the brand.
Secondly, what I'm referring to here is
Insight of the campaign: While many young people acknowledge (ét cờ no lịch) the
positive impact of early rising, they often lack the drive or circumstances (sơ cầm sờ tan) to implement this habit. Thirdly, that is
Campaign message: Encourage young people to wake up early and practice the habit
of participating in activities that gently improve their physical and mental health
before starting the working day. Morning is the "golden time" that helps you
"recharge" your energy to be ready to accomplish all your goals in life. Finally, that is Campaign success:
Vietnam Airlines has understood the tastes of young people, so the cooperation with
rap stars has helped the brand get one step closer to generation Y and generation Z
customers. This time was successful, helping Vietnam Airlines expand its market
share among young people, while Space Speaker Group continued to affirm its
position (pờ si tion) in the music industry.
Thereby, Vietnam Airlines also reaps (ri:p) new values in the process of brand positioning.
YouTube: Over 1 million views on music videos and related events.
Facebook, Instagram: More than 1,040 posts and more than 300,000 comments and interactions.
Advertising on social networks: Reached more than 5 million views.
Mass Communication: Public Relations
Press: 50 articles written about the campaign and related events, increasing the brand's presence in traditional media. Reality events:
Sunrise music event at 5 a.m.: The event features famous artists from Space Speaker
Label along with two guest artists, a symphony orchestra( ô kịt sờ tra), and 1977
Vlog. The attraction from names like Touliver, SlimV, Binz, Rhymastic, Soobin,
Gonzo, 16 Typh, Nomovodka, OSAD, and Phao attracted many audiences to attend
the event. The event in the early morning of January 20, 2024 attracted more than
1,000 participants, including jogging and yoga activities, combined with performances by Space Speaker artists.
Photo: 5AM music event (source: https://tienphong.vn/vietnam-airlines-to-chuc-5am-
su-kien-am-nhac-don-binh-minh-dau-tien-tai-viet- nam-post1605356.tpo)
The Next, I will present the IMC plan, including the tools that Vietnam Airlines has implemented. 4.2 IMC plan Tools Detailed tools Apply Advertising Offline
Banners, standees, event posters displayed at airports. Social Media Facebook:
Post an advertisement with the title “Charging Marketing
full energy for a new day with VietNam Vietnam
AirLines!” to call on young people to Airlines' participate in music events Fanpage Youtube
Vietnam Airlines reused the song "Nhanh lên
nhé!" which was a previous collaboration with
SpaceSpeakers Group from two years ago.
This reuse helps maintain consistency and
continuity in the messaging while creating a
memorable impression for listeners, evoking
nostalgia (nót tao da) and a sense of
familiarity, thus strengthening the relationship with customers. Sponsor
Primary Sponsor and Strategic Partner, Event
providing financial support and resources, Sponsorships
while closely collaborating with
SpaceSpeakers Group to develop and promote content. Public Advertorial
50 articles were written about the event, such Relation
as electronic newspapers such as Thanh Nien
newspaper, Nguoi Lao Dong newspaper,
Channel 14, etc. also published many articles
about 5AM that attracted hundreds of thousands of views. Event
They organize 5AM - The first sunrise music event in Vietnam. Direct Email
- Notify customers of an upcoming 5AM event Marketing
- Send detailed information about the event to
the business via Proposal (a sponsorship
campaign document) to apply for sponsorship
from the organizing unit, media unit, and sponsoring unit. Sales Consumer
Providing preferential (re phơ rần sồ) services Promotion Promotion
related to ticket price promotions or event- related services
Organize minigame: Guess Good Card - Win Instantly.
Early bird sale with 25% discount. Personal Face-to-Face
Sales staff can promote the event during direct
interactions with customers throughout the selling Meetings
ticket purchase, check-in, and boarding processes at the airport.
https://spirit.vietnamairlines.com/chuyen-dong-vna/5am-mot-chien-dich-truyen-
thong-sang-tao-hay-khoi-dau-cua-chuong-trinh-am-nhac-moi- hien-
dai.html#:~:text=Kh%E1%BB%9Fi%20%C4%91%E1%BB%99ng%20t%E1%BB %AB%20%C4%91%E1%BA%A7u %20n%C4%83m,d%E1%BA%ADy%20s
%E1%BB%9Bm%20%C4%91%C3%B3n%20b%C3%ACnh%20minh .
https://spirit.vietnamairlines.com/chuyen-dong-vna/5am-mot-chien-dich-truyen-
thong-sang-tao-hay-khoi-dau-cua-chuong-trinh-am-nhac-moi- hien-
dai.html#:~:text=5AM%20%C4%91%C3%A3%20di%E1%BB%85n%20ra%20th
%C3%A0nh,c%C3%A0ng%20nhi%E1%BB %81u%20c%C3%A1c%20b%E1%BA %A1n%20tr%E1%BA%BB .
https://spirit.vietnamairlines.com/chuyen-dong-vna/5am-mot-chien-dich-truyen-
thong-sang-tao-hay-khoi-dau-cua-chuong-trinh-am-nhac-moi- hien-
dai.html#:~:text=Kh%E1%BB%9Fi%20%C4%91%E1%BB%99ng%20t%E1%BB
%AB%20%C4%91%E1%BA%A7u %20n%C4%83m,v%C3%A0o%20th%E1%BB
%AD%20th%C3%A1ch%20d%E1%BA%ADy%20s%E1%BB%9Bm .