HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMA nON TECHNOLOGY

DEPARTMENT

OF INTERNATIONAL

RELATIONS

GRADUATION PAPER

AN EVALUATION OF THE EFFECTIVENESS
MARKETING

OF EVENT

CAMPAIGN OF "BEAUTY DAYS - 2018"

UNDER THE PUBLIC'S AWARENESS
IN HO CHI MINH CITY

by D~ Hai Y~n - 15DH700194
advised by Trin TuAn Anh, MSc.

Ho Chi Minh City, July 2019


ACKNOWLEDGEMENTS

During

the time of completing

this graduation

paper,

I have received precious

encouragement and support from my University, Department of International Relations
(DIR), Mr. Vfi Qut5c Anh - Dean of Department of International Relations, my adviser, my
parents, my colleagues at Guardian company and my friends.
At first, I would like to send my faithful thanks to Ho Chi Minh City University of Foreign
Languages

- Information

Technology

(HUFLIT)

and Department

of International

Relations which educated and gave me opportunities to develop practical and professional
skills. I could not implement this graduation paper without these necessary skills.
Secondly, I would like to express my special thanks to my dear teacher Mr. Vfi Qut5c Anh Dean of DIR who gave me the golden opportunity to do this wonderful research. He had
created the best condition for me tofinish this paper as well as giving a great attention and
advise on every research progressing.
Next, I would like to send my deepest gratitude and appreciation to my adviser Mr. Trdn
Twin Anh - who directly gave me instructions in doing this graduation paper process.

Without his advice, guidance, experience and knowledge as well as his time and effort, I
could not complete this paper effectively. Doing this research is a great opportunity for me
to gain valuable evaluating and analyze experience, to enhance my professional knowledge
and to sharpen my writing skills.
Especially thanks to my love parents about their big encouragement,

I have belief and

more motivations in continue doing this paper. They have support me not only in financial
but also in all aspects to create a good condition helping me to finish my paper.
Finally, last but not least, I would also like to thank Head of Marketing as well as my
colleagues at Marketing Department in Guardian company and my friends who helped me
a lot in finalizing

this project within the limited time frame.

Their valuable comments,

suggestions on my paper gave me an inspiration to improve the quality of the assignment.
Thanks for all your encouragement!


ABSTRACT

Event marketing has been growth fast become the key for companies to reach their
target customer due to its strong impact on public awareness. The Beauty Days event
marketing of Guardian Vietnam Company launched in 2018 at Ho Chi Minh City was
a case study to evaluate. The purpose of this research was to evaluate the factor of
event marketing including online, offline tools and point of sales when the channels
applied it make the effect on customer awareness. The survey was created to get real

statistic of Beauty Days event marketing to find out whether their promoting channel
was effective or not. Base on the result, some suggestion to improve event marketing
under the view of public will be given.
Keywords: public awareness, event marketing, online tools, offline tools, POSMs


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TABLE OF CONTENTS
ACKNOWLEDGEMENTS
ABSTRACT
ADVISOR'S COMMENTS
EXAMINER'S COMMENTS
TABLE OF CONTENTS
ABBREVIATION TABLE
LIST OF CHARTS, FIGURES AND TABLES

CHAPTER 1: INTR 0 DUCTI ON .•..•.....•...•.............•.•............•...............•...........•••••.......•.••.•...•.•
1
1.1 Background

1

1.2 Objectives

2

1.3 Reasons

2

1.4 Scopes and limitations

3


1.5 Overview of Guardian Vietnam Company

3

1.6 Overview of Beauty Days event marketing

3

CHAPTER 2: LITERA TU'RE REVIEW
2.1 Theoretical background

5
5

2.1.1 Definition of event marketing

5

2.1.2 Objective of event marketing

5

2.2 Theoretical framework

7

2.2.1 Overview of the framework

7


2.2.2 Public awareness vs. event marketing

8

2.2.3 Offline marketing tools

9

2.2.4 Online marketing tools

10

2.2.5 Social media marketing

12

2.2.6 POSMs effectiveness

13

CHAPTER 3: ME THO DO LOGY

15

3.1 Subjects

15

3.2 Materials


15

3.3 Procedures

16

3.4 Statistic treatment

16

CHAPTER 4: FINDINGS AND DISCUSSIONS
4.1. Description of research statistic

17
17


4.2 The assessment of scale reliability

18

4.2.1. Evaluate the reliability ofthe General knowledge scale

18

4.2.2. Evaluate the reliability of the offline tools scale

19


4.2.3. Evaluate the reliability of the online tools scale

20

4.2.4. Evaluate the reliability of the POSMs effectiveness scale

20

4.2.5. Evaluate the reliability of the effectiveness scale

21

4.3. Exploratory factor analysis (EFA)

21

4.3.1. Analysis of EFA independent variables

22

4.3.2. Analysis of EFA dependent variables

23

4.4. Correlation analysis

24

4.5. Inspection of theoretical models and research hypotheses


25

4.5.1. Building multiple regression models

25

4.5.3. Testing the suitability of multiple regression models

27

4.5.4. The results of multiple regression analysis

~

4.5.5. Summary hypothesis

28
29

4.6 Descriptive statistics

29

4.6.1 The effectiveness of general knowledge under the public awareness

29

4.6.2 The effectiveness of offline tools under the public awareness

30


4.6.3 The effectiveness of online tools under the public awareness

31

4.6.4 The effectiveness ofPOSMs under the public awareness

31

4.6.5 The effectiveness under the public awareness

32

4.7 Discussion

33

CHAPTER 5: CON CL USI ON

34

5.1 Summary

34

5.2 Recommendation

34

5.2. ~ Awareness of Beauty Days program


34

5.2.2 Awareness of offline tools

35

5.2.2.1 Using suitable activities
5.2.2.2 Using press

35
~

36

5.2.3 Awareness of online tools

36

5.2.4 Awareness of POSMs

38

RE FFE NeE S

39

AP PE ND IX

41



ABBREVIATION TABLE
DIR

Department of International Relations

EFA

Exploratory Factor Analysis

HCMC
HUFLIT

Ho Chi Minh City
Ho Chi Minh City University of Foreign
Languages - Information Technology

KOLs
OA
POSMs

Key Opinion Leaders
Official Account
Point of Sale Material

LIST OF CHARTS, FIGURES AND TABLES
Charts
Chart 1: The proportion of samples by gender
Chart 2: The proportion of samples by age

Chart 3: The proportion of samples by occupation
Figures
Figure 2.1: Framework for evaluating public awareness of event marketing
Figure 2.2: Adapt from figure illustrates classic public relation devices to develop the
messages, event marketing activities and deliver it to as many audiences as possible
Figure 2.3: Digital marketing
Figure 4.1 Residual plots of overall regression
Figure 4.2 Normal P-P Plot for Overall Regression
Figure 4.3 Histogram chart
Table
Table 4.1: The results of reliability testing of the General knowledge scale
Table 4.2: The results of reliability testing of the offline tools scale
Table 4.3: The results of reliability testing of the online tools scale
Table 4.4: The results of reliability testing of the POSMs effectiveness scale
Table 4.5: The results of reliability testing of the effectiveness scale
Table 4.6: KMO and Bartlett's Test for independent variable
Table 4.7: Total Variance Explained for Independent variable
Table 4.8: EFA matrix of independent factors (2nd EFA)
Table 4.9: KMO and Bartlett's Test for dependent variable
Table 4.10: Total Variance Explained for dependent variable


Table 4.11: EFA of dependent factor
Table 4.12: Correlation
Table 4.13: Model Summary
Table 4.14: ANOV A
Table 4.15: Coefficients
Table 4.16: Hypothesis testing
Table 4.17: Descriptive statistic of general knowledge
Table 4.18: Descriptive statistic of offline tools

Table 4.19: Descriptive statistic of online tools
Table 4.20: Descriptive statistic ofPOSMs
Table 4.21: Descriptive statistic of the effectiveness


CHAPTERl
INTRODUCTION
1.1 Background
Vietnam cosmetic market was not a big one as compared to Thailand and
Indonesia. The statistic by Yano Research Institute (2019) showed that it was only equal
one sixth of Thailand and one fifth of Indonesia. However, Vietnam was assumed to be
one of the most potential cosmetic marketing in South East Asia because of its fast
growing. The demand of cosmetic and beauty product of women in modem life was very
high. The research of Asia Plus Company showed that there was an increase from 76% to
86% of Vietnamese

women who often use cosmetic in the last 3 years. Therefore,

Vietnamese cosmetic market was extremely potential with beauty and cosmetic companies
(Kengo, 2019). To meet the increasing demand to use beauty products, many cosmetic
shop chains had been opened in Vietnam in general and Ho Chi Minh City in specific like
Watsons, Medicare and Hasaki. Guardian shop chain was also one of the famous ones
invested in Vietnam
Appearing in Vietnam market since 2011, Guardian company was a potential
candidate for the retail cosmetic stores chain (Guardian, 2014). It had caught the trend
quickly and become a well-known brand. They started building a position in market share
of beauty product

in Vietnamese


market.

With a stable financial

investment

and

professional in that industry, Guardian had a great opportunity to develop in Vietnam.
However, like other famous brands, it had to compete each other to gain more market
share. Therefore, building a good image and spreading out widely brand on public
awareness through highlight event marketing were very necessary for both short term and
long term of company.
In September, 2018 Guardian Vietnam first launched a marketing campaign called
"Beauty Days" which came from regional Guardian Singapore then expand to Guardian at
South East Asia (Guardian report, 2018). Beauty, Days were applied both online and offline
tools of event marketing to promote event and through the event to attract more customers.
There were not any researches before, therefore, this was the first research of evaluation of
Beauty Days event marketing on public awareness.
According to Wagen (2004), evaluation was an area that was frequently neglected
following an event. There was a claim that this neglect was unfortunate because there were
1


many benefits to be gain from a critique of an event. From a quality viewpoint, it allowed
those which were involved to learn from previous experience and to improve op~ration.
For those not involved, it provided a body of information for future planning events
(Wagen, 2004).
In regard to the important of evaluating public awareness of Beauty Day event
marketing tools, it could offer a number of advantages. According to George and Michael

(2014), it could avoid costly mistakes which was a priority reason that every enterprise
consider about. Not only in Vietnam but also in other countries, a great number of money
to be thrown around with some other understanding of how well it was spent. If the
program did not achieve its objectives, the board of managers might think back whether or
not to continue to send more money on it. If the advertising and promotion program was
not accomplishing its objectives, not only was the money spent wasted but also bad results
might affect other aspects of the company. Thus, evaluating the event marketing could help
to save money as well as helped the firm maximize its investment (George & Michael,
2014).
By evaluating the effective of event marketing on public awareness, the company
could choose suitable tools and alternative activities to attract customers. Due to Beauty
Day situation, this research would figure out which the effective online, offline channels
and point of sale materials under the public view. The research might help the Guardian
manager determine which strategy was most likely to be effective.
1.2 Objectives

The purpose of this research was to evaluate the effectiveness of event marketing
campaign of "Beauty Days - 2018" program by Guardian company under the public's
awareness in Ho Chi Minh City.
1.3 Reasons

Taking part In as a marketing executive for Beauty Days 2018 during the
internship time, the writer recognized the importance of event marketing and the way it
delivered message and attracted customers. For that reason, the writer wished to carry out a
research to evaluate the effectiveness of Beauty Days event marketing on public
awareness. Thus, this research could give a subjective point of view the impact of Beauty
Days event marketing under customer eyes. To see which part of event marketing had
success. With the drawback, the finding in this research might help company see through

2



deeply inside problem. The research aimed to show the important of event marketing effect
to public awareness.
1.4 Scopes and limitations
The research focused on the public awareness of Beauty Days program in Ho Chi
Minh City on the online and offline event marketing activities. Another part of the event
marketing such as the awareness on theme sale 50%, decoration of store and POSMs could
be evaluate to understand the level attention of public.
About the limitation, geographic distance, time limit and tight budget were the
main elements contributed to research difficulties.
1.5 Overview of Guardian

Vietnam Company

The information of Guardian Vietnam Company and history of company group
had been recorded on Guardian Vietnam website. It said that Guardian Viet Nam belongs
to Dairy Farm International Holdings Limited was a Hong Kong retail company with its
legal based in Bermuda. A member of the Jardine Matheson Group, it was a major panAsian retailer involved in the processing and wholesaling of food and personal hygiene
products in the Pacific region and in China.
"Guardian first store in Viet Nam was opened in September 2011 and today they
had more than 74 stores in Dong Nai, Vung Tau, Hanoi and Ho Chi Minh City and
continuously expanding. Guardian stores were famous for not only cosmetic products but
also other health and beauty product from well-known

brand as Maybelline, Revlon,

L'Oreal, Sukin, ... and their own brand product" (Guardian Vietnam, 2014)
1.6 Overview of Beauty Days event marketing
According to Guardian internal report (2018), the Beauty Days event marketing

was first introduced in Guardian Singapore then expanded over the whole chain of
Guardian. This was an unprecedented event of any chain of health care and beauty shops in
Vietnam. Guardian supposed to be the pioneer in organizing this series of events on this
beauty field with remarkable component. The two obvious objectives of the campaign
were aggreSSIve Increase sales and strengthen Guardian's

brand awareness in beauty

industry in Vietnam.
The scheme of campaign was provided sale promotion up to 50% for the health
and beauty product. This was the biggest event and the promotion had never happene4
before among competitor stores. At the stores, all the decoration and shelves covered with
3


the dominant of pink tones. It was impressing the customers with pink cover from banners,
cardboard display shelves, hanging mobiles, decorative balloons, and LED lights. It was
also eye catching PGs and PBs with pink and orange identity in the roadshows. Besides the
offline channels, the online ones focused on social media was applied such as Facebook,
Zalo and Instagram platform to deliver advertisement information and expected to gain
massive public awareness on digital tools (Guardian Vietnam report, 2018).
1.7 Organization
This research was divided into five chapters. The first chapter was introduction
which included the background information, objectives, reasons, scopes and limitation of
this research as well as the overview of Guardian company and Beauty Days program.
Next chapter was the literature review given the theoretical background of event marketing
definition

and objectives.


Another part of literature review chapter was theoretical

framework including the overview of framework, the theories related to public awareness
and event marketing, the awareness of offline tools, online tools and POSMs of the public
positively

influence

on the effectiveness

of event marketing.

Then in chapter 3 -

methodology, there were detail method of questionnaire method and collecting answer
consisted of subjects, materials, procedures, statistic treatments. It also connected with the
chapter 4 about fmding and discussing results including description of research statistic,
the assessment of scale reliability, analysis of discovery factors (EF A), correlation analysis
and inspection of theoretical models and research hypotheses.

Finally, chapter 5 was

conclusion and suggestion that gave some opinions for this research.

4


CHAPTER 2
LITERA TURE REVIEW
2.1 Theoretical background

2.1.1 Definition of event marketing
According to Eriksson & Hjalmsson (2000), event marketing was a special and
important actual marketing tool, which could be understood as an experiential marketing of
a company through promotion activities. It helped to deliver the strategy, message by
doing events that could be experienced by the audience to get their interaction with brand's
representative then improving brand awareness.
To clarify the term of event marketing and widen the definition earlier, another
interesting view was expressed: "Event marketing is about making your event attractive to
staffs, volunteers, sponsors, participants, the media and attendees" (Jackson, 2013). His
research also concluded that event marketing addressed all of the details, which created the
event experience. Both definitions of Eriksson & Hjalmsson (2000) and Jackson (2013)
about marketing fields have pointed out that attendants might be knowing the event, but
also not necessarily aware of it. Thus, it was created broad ranging. Besides, it also
suggested that the consumers who involved in event are not just those being attended. They
could be anyone who is part of the event such as artistes, players, buyers, were also target
market (Hall, 1997). Jackson (2013) concluded that event marketing was an effective tool
for marketer to reach audiences, promote products and enhance the brand awareness.
2.1.2 Objective of event marketing
A clear event marketing objective was the priority issue that company needs to
consider. The benefit of having a clear one was for company to rely on that to select an
appropriate event tool. The event marketing objectives of company aimed to achieve could
be separated into 06 categories: corporate-related, product involved, sales, media coverage,
guest hospitality

and personal (Meenaghan,

1983). In the research by Eriksson and

Hjalmsson (2000), based on Meenaghan (1983) theory, these six elements constructed the
event marketing objectives.

•

Corporate - related objective
Eriksson and Hjalmsson

(2000) acknowledged

that the objective

based on

company's related - reputation was very common with event marketing. It could not only
5


create an image but also strengthen the existing status. Increasing public awareness was
another objective of the company (Eriksson & Hjalmsson, 2000). In fact, the discussion of
Behrer and Larsson (1998) indicated that creating awareness or improving the image were
the most important and primary objectives of event marketing. For this reason, event
marketing has become a familiar purpose with company wanted to create positive
associations, image and brands.
Opportunities were provided for company through event marketing with goodwill
cooperation among influential individual or groups in the business industry. Moreover,
Eriksson and Hjalmsson (2000) claimed that the next event marketing objective was to
strengthen the internal relations. "Making the personnel involved in the events, by letting
them attend the activity either as guests or as representatives,

leaded to increased

motivation and enhanced company morale. This could in turn result in the achievement of

strengthened internal relations" was the statement Eriksson and Hjalmsson (2000) had
pointed out in the research. By using event, the company can also identify itself with a
target group (Meenaghan, 1983; Behrer & Larsson, 1998). Behrer and Larsson (1998) had
mentioned that identifying the company with a target group could build a good relationship
between customer and the company, which in turn could create customer loyalty. This was
•

not only the strategy for the short -term, but also for long-term relationship relations with a
particular group of people.
Moreover, the company's
market

and directing

aim to receive feedback on its offer position in the

communication

taking place in event marketing

were good

suggestions according to Behrer and Larsson (1998).
Company could use event marketing to test new market before penetrating by
launching local event for reactions and ideas collecting. This was also an opportunity to
establish relations with local merchant. The event was a way to show the advantages of the
products usage under real circumstances.

In addition, the direct sales and other sales


promotion activities could be promoted through event marketing.
•

Product - related objective
The truth was event marketing was not a product advertisement alternation, it was

created because it had ability to achieve product or brand related objectives (Meenaghan,
1983). Although some product - related objective quite similar to those suggested on
corporate objective part, it was more likely on a brand or product level. The disparity of the
product objective was the effects on generating brand or product awareness.
6


•

Sales objective
Event marketing was seen as immediate or short-term sales result in few

companies point of view (Meenaghan, 1983). Due to that reason, event marketing with
sales promotion objectives intended to create shopping impulses.
•

Media coverage
According to Meenaghan (1983), the achievement of media coverage was crucial

because this could lead to company decision on engaging event marketing also decision on
the cost and tools effectiveness for the promotion of their company or brand.
•

Guest hospitality

Event marketing could be a chance for company to serve and show guest

hospitality in an appropriately informal environment. At this point, there were two things
that need to involve in event marketing, influential and entertaining guests (Meenaghan,
1983).
•

Personal objectives
Event marketing had the capacity of delivering personal satisfactions, which no

other marketing communications medium possesses (Meenaghan, 1983). Base on the
objective frame above, each company could choose a specific event to launch. Theobjective had played an important role so that company could depend on to select an
appropriate event tools (Meenaghan, 1983).
2.2 Theoretical framework
2.2.1 Overview of the framework
Awareness of
Beauty Days event

Awareness of
The effectiveness of event

offline tools

marketing Beauty Days program
Awareness of
online tools

Awareness of

POSMs


7


Figure 2.1: Framework

for evaluating public awareness of event marketing
(Author's own construction)

HI: The awareness of Beauty Days event of the public positively influences on the
effectiveness of event marketing
H2: The awareness of offline tools of the public positively influences on the effectiveness
of event marketing
H3: The awareness of online tools of the public positively influences on the effectiveness
of event marketing
H4: The awareness of POSMs of the public positively influences on the effectiveness of
event marketing
Based on above discussion information of previous chapter about the objective
and impact of event marketing, the researcher had developed the framework of evaluating
public awareness of event marketing shown in Figure 2.1.
The framework had four variables and linked the response variable including
awareness, offline tools, online tools, POSMs effectiveness to the same block evaluation of
public awareness of event marketing.
The development of the framework had based on relevant theories and empirical
study as well as practical experiences

in the awareness of event marketing.

In the


following, the researcher would discuss the concept of each of the variables.
2.2.2 Public awareness vs. event marketing
It is vital to fully understand what public awareness was. Due to that reason, the
relations between public awareness and event marketing had been established with the way
they are related. The public awareness was defined by UN as "the public level of
understanding about the important and implication" (UN, 2010) on a thing, a phenomenal
event or even for a brand, a company in business world. UN stated that raising public
awareness was not like telling what public should do. It was a process or an action of
explaining issues and disseminating knowledge to people so they could make their own
decisions.
Depending on the number of people knowing and caring about the event high or
low, the level of public awareness in issues might occur. According to UN (2010), there
were two main areas when raising awareness that need to be focused. The first was general
public awareness in which "involves widespread understanding and acknowledgement

8

of


the issues on a societal level" (UN, 2010). The other area was self-awareness

which

occurred when a person understand about the thing themselves and affect them personally.
Although there were different ways to raise public awareness, event marketing
approached to make effect on public knowledge, attitude and behavior. It could be done
through combining online and offline elements of event marketing such as specific planned
events, poster campaign, websites, newspaper articles (UN,201O). Despite of the claim of
Meenaghan (1983) that event marketing was seen as in terms of immediate or short-term

sales result or boost the shopping activities, it also had a positive impact on brand
awareness, having recognize company image under the public point of view not only shortterm but also long-term somehow.

Tools of the trade in Event marketing for public awareness
•

Media release (new oriented)

•

Publicity release (promotionally oriented)

•

Media kits (including photographs, designs, biographies, press
releases, brochures, organizational fact sheets, schedules,
speakers' background and topics, mission statements, ancillary

•

activities)
Phone, fax and email information for contacts

•

Radio and TV spots/releases

•

Copies of speeches


•

Video tapes

•

Audiotapes

•

Invitation/tickets to event

Figure 2.2: Adapt from figure illustrates classic public relation devices to develop the
messages, event marketing activities and deliver it to as many audiences as possible
(Hoyle, 2002)
2.2.3 Offline marketing tools
Besides the fast growth of online marketing tools, offline marketing was as well
as an effective tool and would continuously stay long in the near future (Bobalo, 2018).
According to Kaur's paper (2014), offline marketing was defined as a traditional way of
carrying out marketing activities. Most brands used offline marketing as a medium to
spread awareness, created a hype and good brand image contribution in the customer mind

9


(Kaur, 2014). The offline promotion and event marketing were the important part of
marketing strategies. The mostly used techniques were:
•


Participation in exhibitions/ trade shows/ contest and industry events

•

Sponsorships/ patronage

•

Press conferences

•

Social and promotional events

•

Printed media as newspapers, magazines, billboards

•

Television/radio/ cinema advertising

•

Retail store design or commercial office
The benefits of using offline marketing tools were not only to help spread

awareness but also to meet the right target audience, make the brand visible and build a
positive insight for the customers. The feature of offline marketing tools affected the
consumer's attitude including the entertainment, informative and irritation.

2.2.4 Online marketing tools
The appearance

of Internet, especially the appearance

of social media had

changed the way of doing event marketing activities, the way company and brand used
technology for marketing. Giving reason why event should be promoting event online by
Jackson (2013), the Internet along with smartphone have become a core part of social and
commercial communication.

With the change in using and approaching information on

Internet, the digital marketing was born to stand by side and became a good online tool to
support event marketing. Although many people call online tools as Internet marketing,
online marketing beside digital marketing or using it as a synonym or alternative for each
other, actually online marketing or internet marketing just a part of digital marketing (Bui,
2014).
According to Bui (2014), digital marketing was defined as marketing of product
or services use of electronic devices such as computer, smartphone, tablet and game
consoles to engage with user. The technologies or platforms such as website, email, apps
and social network site were applied on digital marketing. Although digital marketing was
separated into online and non-online part, this research mainly focused on the online
channel especially the trend of using social media to point out it effect on event marketing.

10


Online


Digital marketing

Non - online

Figure 2.3: Digital marketing
(Bui,2014)
About online channel as search, mobile, email and content marketing, company
usually created content to launch on the digital platform. The benefit of using those online
marketing tools was the easy measurement and clear statistic on online evaluating tools. In
addition, displaying marketing was more likely programmatic

advertising which mean

company could advertise the form as picture, video through website and app of supplier
(Bui,2014).
According to Bui (2014), non-online marketing, using SMS, TV/radio and digital
out-of-home

(OOH) (which was the digital LCD display outdoor) was familiar with

tradition way of doing advertising. However, non-online marketing result or effectiveness
on customer awareness was assumed to be quite difficult for evaluation. Both online and
non-online tools could help company increase brand awareness. Depending on the size,
budget and objective, company will consider suitable channels.
Regarding social media advertising, the reason why researcher wanted to discuss
more on this channel was because it had risen and became the strongest and most effective
tool recently. The Business Week (2005) said that social media was the biggest change
since the industrial revolution. Likewise a month later, the Economist magazine also
claimed that if companies


failed to understand

11

digital communities,

they would die.


Therefore, social media has become the center of many marketing strategy (Smith; Zook,
2011).
According to Smith & Zook (2011), social media has opened a new way for
customer to fmd out about the products and services themselves. Customers not companies
were controlling the flow of marketing information through the social media tools such as
product review sites, ratings, discussion group, Facebook, Instagram, mobile applications
(apps), Youtube, Twitter and so on. "Marketing has been democratized courtesy of the
internet and social media. And within the mass of customer lie the new opinion formers
and opinion

leaders:

bloggers

and twitterers.

Marketers

have a choice: join


the

conversation or fail to communicate" (Smith & Zook, 2011).
2.2.5 Social media marketing
According

to Smith & Zook (2011),

social media

involved

directly

any

stakeholder of an event, brand, product or service related. It was not only just marketing
tool but also an effective way of running business due to the way it spread the message and
highly relevant to the target customer
Understanding

the fundamental

human need was communicating

(includes

listening) with each other gave social media chance to be successful. It allowed customers
and organizations to get to know each other better, help them to understand other's needs
and issues, create nurture relationship and collaborate, sometimes in highly destructive and

creative ways (Smith & Zook, 2011).
This new business environment also lets marketer listen to their customer and
former opinions, channel their feedback into suggestions and new product ideas. They even
tested out new concept and brand name while engaging customer, developing higher level
of customer

loyalty, nurturing

brand ambassadors

and spreading

out higher public

awareness. (Smith & Zook, 2011)
Smith and Zook stated that customer engagement creates stronger brands and
more advocates. To develop stronger brand and more loyal customer, marketer need to
understand and influence customer engagement through identifying them and start a brand
ambassador program to further strengthen the relations, then use the advantages of their
word of mouth. Therefore,

the way event marketing

had applied on social media

specifically and digital marketing in generally had been changed in the way of planning
activities and delivering information by the new technology.

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2.2.6 POSMs effectiveness
It was said by Schiffman & Kanuk (2000) that "perception is the process by which
an individual selected, organized and interpreted "stimuli" received from abroad in order to
create a coherent picture of what surrounds it. Our sensory receptors interpreted sensations
as "stimuli"; light, color, sound or smell coming from abroad" (Manso, 2015)
Manso (2015) claimed that the impulsive consumption was triggered by point of
sale actions. It leaded consumers to not only what they need but also to what they were
motivated to choose. The statistic by Blessa (2010) stated that most of world purchase
decision was taken at the point of sale. Therefore, the way store decoration, environment
and atmosphere were organized was to attract customer. In addition, the store owner also
need to consider the consuming process behavior as "how potential client act inside the
store, where they go, where and how they get around, what they look at, what they read,
and so on" (Manso, 2015).
According to Yeshin (2006), POSMs was an abbreviation

of Point of Sale

Materials. These were advertising materials used to bring product information to customer
at the point of sale. There were variety types of POSMs used by companies for their
promotion campaigns such as posters, banners, dummy boxes, shelf talkers, leaflet, flyer,
wobbler, brochure, sticker, LED window display etc. However, POSMs was divided into
two types which are POP or POS (Yeshin, 2006)
POP - Point of Purchase for retailers and marketer
POS - Point of Sale for customer
Although POP and POS were seen similar, they were used differently by seller
and consumer. "The POS materials are the main weapon of an advertisement campaign"
said by Blessa (2010)
According


to Kotler

(2002),

the activities

that seek to track

a product

development, from its suitability toward the POS including image, packaging, shopping
and promotion material could control marketing performance in consumer mind. To further
support the statement, Blessa (2010) claimed that the actions and promotion materials
which applied at the POS to provide information, product, service and brand visibility, will
provide a motivational purpose of influencing the purchase decision (Manso, 2015). This
was a company strategy to increase public awareness.
Client could interact with the product, the service or event through POS (or POP).
For this reason, it was essential to develop the visual communication,

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lighting, color,


layout, display or even audio and aroma in order to attract and deliver emotions and
sensations. The in-store atmosphere must be perceived because through it customer could
feel and understand the store personality (Manso, 2015).
"All the advertising and promotion action coverage to a single point: the point of
sale, place where product should be strategically positioned bearing in mind its category,
exposed amount, location, public visibility and access, together with the POSMs such as

displays, banners, posters and stickers to enhance full potential to seduce customer" - said
Sant' Anna (1998)
Therefore, beside short-term controlling, acclimatization and promotion, point of
sale materials is as well used for long-term brands, products or services enhancement for
customer.

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CHAPTER 3

METHODOLOGY
The research was carried out to find out the public awareness of Beauty Days
event marketing by Guardian company in 2018 at Ho Chi Minh City in specific. Through
the result of public awareness, the research could show the rate of successful and which
channels of event marketing were more effective to the customers.
3.1 Subjects
This research subject consisted of 365 people chosen by random to make online
survey about their awareness on Beauty Days event marketing of Guardian company in
2018. Without giving their identity, the subject could feel free to do the questionnaire and
give the objective view about this event.
3.2 Materials
The questionnaire was designed to examine the public awareness on Beauty Days
event marketing including six parts. There were thirty questions in total.
The first part included five (05) items about their general information such as
demographic, awaren~ss about Guardian company and Beauty Days event whether or not
they knew about the program. After the demographic question from one to three (gender,
age and occupation) to have an overview of the subject, the subjects would answer the
question fourth whether they know about Guardian stores. If the answer was yes, they
could continue doing survey. But if the answer was no, they would be stop and summit the

answer. Similarly, with the question number five, the survey only kept people know about
the event to continue the rest items. The objective of question number four and five was to
eliminate the subjects didn't know about the Beauty Days event marketing, thus prevent
the unreal answer.
HI - general information (05 items), H2 - the offline event marketing channels
(06), If3 - the online event marketing channels (OS), H4 - point of sale materials (04) and
H5 - the effectiveness on public awareness (06) were answered accordingly. The linear
scale question was applied for all twenty five (25) questions at HI - H5 with the rate 01 05 as totally disagree to totally agree respectively.
The four (04) ones of HI gave researcher the first impression of customer about
the event whether they knew about the contents, the theme, the launching location,
activities and participant of KOLs, beauty blogger on Beauty Days event. The percentage
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of agreement answer could show the rate of public awareness on the basic information
about the event.
Regarding the offline channel on H2, the next six questions on survey show the
effectiveness

of offline tools such as in store information,

in-store activities, offline

promotion as roadshow to show how well the offline communication work in customer
mind.
About the online channel, the five questions on H3 asked about which social
media platform customer reached and the advertisement from online channel had the most
effective. The four items of H4 was focused on the designs, colors, contents, rate of
appearance and display position of point of sale materials. The objective of this part was to
understand the impact on advertising material was estimate by customer.

Finally, the six questions of H5 was concluded the result of previous question to
evaluate the effectiveness of the Beauty Days event marketing. The researcher not only
wished to find out the opinion of the customers on the event marketing activities but also
find out their activities online and offline willing to join.
3.3 Procedures
First of all, the trial list of question was sent to ten (10) random people. After
receiving the feedback about the questions, the questionnaire was edited.
The official questionnaire were designed in Google form without collecting email
for keeping the surveyed people identity in secret and it was easier for them to answer and
share the question widely on Facebook.
3.4 Statistic treatment
After collecting the answers from the people surveyed, the data would be
processed by SPSS 20.0. The results were described by percentage on the public agreement
that depends on information from that answers. Then, the researchers would give the
suggestions for the research clearly and positively.

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CHAPTER 4
FINDINGS AND DISCUSSTIONS
4.1. Description of research statistic
The number of surveys was three hundred and sixty five (365) samples. Seventy
(70) were removed because they did not know the Guardian stores and then other one
hundred and seventy eight (178) ones were eliminated because they did not know the
Guardian's Beauty Days program. The last one hundred and seventeen (117) samples
questionnaires were valid for official analysis.
The number of collected samples was classified and synthesized. The valid
samples were processed and analysed via SPSS 20.0 software. First of all, it was necessary
to check and clean the data due to the wrong input process. The response was not

appropriate for the incomplete or inadequate content. The frequency analysis table was
used to review all both observed variables to find variables with information that were
misleading or missing by SPSS 22.0. The results showed that no variables were found with
false information. Thus, the data has been cleaned and included in the analysis. The
characteristics ofthe research samples were detailed as follows:

Chart 1: The proportion of samples by gender
3 (2.6%)

.Male
• Female
• Other

According to Chart 1, there were twenty subjects who were male participants,
with the proportion of 17.1% while female respondents were ninety four accounting for
80.3% and other sex were only three subjects accounting for 2.6%. Since the products were
cosmetics, female participants would be the majority.

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