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HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND

PRESENTATION AND EVALUATION OF IMC ACTIVITIES ON RICE PAPER PRODUCTS OF G-CORNER GROUP

INSTRUCTOR: Ths. Lê <b>Thị</b> Kim Khang IMPLEMENTER: STUDENT CODE

Class code: IMCO334008 _23_1_01 Ho Chi Minh City, December 2023

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HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND

PRESENTATION AND EVALUATION OF IMC ACTIVITIES ON RICE PAPER PRODUCTS OF G-CORNER GROUP

INSTRUCTOR: Ths. Lê <b>Thị</b> Kim Khang IMPLEMENTER: STUDENT CODE

Class code: IMCO334008 _23_1_01 Ho Chi Minh City, December 2023

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ACKNOWLEDGEMENT

First of all, we would like to send our most sincere thanks to Ms. Le Thi Kim Khang - Lecturer of Integrated Marketing Communications, for her dedicated teaching and guidance. Guide and impart useful knowledge and valuable experiences to us during the past study period. We consider it is a contribution, is the heart of a teacher sent to students, and it is extremely valuable knowledge that helps us be more confident and steadfast on our chosen educational path.

The essay is completed based on the efforts of group members. However, errors are unavoidable. We hope you will consider and give us feedback The group's essays are more complete. Your comments and suggestions are definitely lessons learned and help us become more motivated to pass the remaining subjects in the curriculum.

We sincerely thank you!

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1.4. OBJECTIVES AND BUDGET FOR IMC ...5

1.4.1. Identify IMC objectives ... 5

1.4.2. Budget for the IMC plan ... 8

EVALUATE PERFORMANCE RESULTS

... 24

3.1. ASSESSMENT BEFORE IMPLEMENTING THE IMC PROGRAM ...24

3.2. EVALUATION AFTER IMPLEMENTING THE IMC PROGRAM ...24

3.3. LIMITATIONS AND PROPOSED SOLUTIONS ...31

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Chapter 1

INTRODUCTION

1.1. PRODUCT/ SERVICE OVERVIEW

Snacks are always a favorite dish of many young people today, almost everyone loves fast food, the most concentrated being customers aged from 10 years old to under 30 years old. And rice paper is the first choice among snacks today.

The famous face in the snacking industry that cannot be mentioned is Hong Hanh rice paper, especially Hong Hanh sate kumquat rice paper. It can be said that Hong Hanh rice paper is a very familiar brand to young people, this is one of the brand rice paper brands that is granted a legal business license and food hygiene and safety certification. Therefore, quality rice paper here is always satisfied by customers. This is a wholesale and retail establishment of all kinds of rice paper nationwide for a large number of customers, so the Hong Hanh brand always receives many positive reviews from users. Hong Hanh rice paper has many flavors, suitable for everyone's taste. This is one of the reasons why trade can develop strongly and is the trust of customers. With an affordable price, Hong Hanh rice paper and the irresistible taste of rice paper will be a reliable choice for everyone to enjoy a snack after school and work.

Sa Te Tac rice paper Sot Me rice paper Sot Bo rice paper Muoi Nhuyen rice paper XiKe rice paper Price: 8.000 VND

Main ingredients: And to have such fragrant, delicious, and attractive bags of rice paper, it is impossible not to mention the ingredients in the bag of rice paper. Rice paper is indispensable as the main ingredient is dew-dried rice paper, along with spices such as satay, shrimp salt, kumquat, butter... Depending on your preference, you can tear the rice

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paper into small pieces, pour in the seasoning salad to enjoy, or put the spices in a bowl and roll it with the rice paper.

Figure 1 Products :

Delivery service: G-corner mainly delivers directly to customers; However, when customers buy in large quantities, the shop will deliver via cash on delivery service (Ship Cod).

Meaning of Logo

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Figure 2: Logo of G-Corner

The logo has a simple design with the purpose of highlighting the group's product, which is rice paper. The logo is designed with a fairly bright color tone to suit the product's target customers, which are students, a young and dynamic group.

Slogan: "G-Corner’s rice paper - Eat it and you'll love it" SWOT Analysis

Strength (S)

- The main market is schools, most them are teenagers who have a habi snacking

- Rice paper is a popular snack, eas accessible to customers

- There are affordable prices - Easy to use, no processing required

- Huge competition from other distribution units - Staff don't have muc

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- The G-corner brand is quite new consumers;

- Not yet received the trust of customer - Because it is a snack product, the m

customers are young people. There are 3 main target groups

- From 5 to 18 years old: This group of customers has not yet created income for themselves) mainly students are in school, spending money is subsidized by their families, this group is often characterized by being active, likes to find explore and experience new things... because they have not yet created an income for themselves, this group of customers often eat delicious and cheap snacks and often gather with friends in front of school gates or famous crowded areas.

- From 18 - 22 years old: This group of customers with income < 3 million VND/month) are mainly students. This group has the characteristics of often doing labor-intensive jobs or working part-time... due to low income and wanting to save time, this group of customers also needs to look for snacks, and at the same time You can also gather with friends…

- From 22 years old or older: Customer group with income > 3 million VND/month) This group can be new graduates or people of working age... This group of customers goes to eating places to Meet friends and colleagues, relieve stress, and save more time.

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<small>5 </small> 1.3. TIMELINE

Figure 3 Implementation Timeline : 1.4. OBJECTIVES AND BUDGET FOR IMC

1.4.1. Identify IMC objectives

Our team has chosen Hồng Hạnh rice paper as our representative product. In the staircase model of communication influence, this rice paper product is positioned at the “Like” level (40%) as the Hồng Hạnh brand is widely accepted and loved in the current rice paper market.

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Figure 4: Hierarchy of Effects Model in Communication

At each stage, corresponding objectives need to be set to support the implementation of the IMC plan. The basic objectives of promotional communication activities include: a. Objective 1 - Recognition, Attention: The first objective focuses on carrying out activities aimed at creating maximum recognition and attention at this stage. To achieve this, the team will leverage social media platforms such as Facebook, Instagram, and TikTok to set up accounts and carry out promotional campaigns. Not only stopping at using online platforms, the team will also approach customers through traditional methods such as word of mouth, introducing to friends and relatives, as well as distributing flyers to promote our brand.

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b. Objective 2 - Understanding: In this stage, we want customers to not only pay attention to the “surface” of the product but also to build a deeper understanding of our team’s product. We will use social media platforms as a tool to convey this message to customers. Through creative and attractive advertisements, we will talk about the core values of the product - delicious, affordable, and diverse in choice. At the same time, the team will also emphasize our fast and convenient delivery service. In this way, we hope to provide the best shopping experience while gaining customer trust.

c. Objective 3 - Like and Favor: We want to create positive experiences and good emotions for customers, making them not only like but also favor our team’s product. Advertising campaigns are shaped around the rice paper product, connecting with topics and experiences close to the young customer file. For example, we will link the product with interesting situations related to school, memories with friends, and lovely moments in everyday life. We believe that when customers feel sympathetic and love the brand, they will become loyal customers and will continue to support the product in the future. d. Objective 4 - Encourage Trial: At this stage, the team will focus on attracting more potential customers through the deployment of advertising campaigns and special promotions:

A 10% discount for the first order of new customers, encouraging them to try the product more.

A lucky draw minigame. This is an interesting and attractive way to create interaction between customers and the brand, while also creating opportunities for them to receive valuable rewards.

Offering vouchers for large orders to encourage them to buy in larger quantities. Discount programs on holidays such as Mid-Autumn Festival, Christmas,

Vietnamese Women’s Day,… This helps increase sales during holidays and gives customers more choices when shopping for themselves and their loved ones. e. Objective 5 - Purchase and Support: This is the stage where the team will focus on collecting feedback from customers about the service and product quality to improve and

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fine-tune to suit the needs and expectations of customers. At the same time, these feedbacks also help us promote our brand more widely, creating a positive influence in the customer community. In addition, we also care about maintaining and developing relationships with our loyal customers. We will deploy reward programs such as point cards for gift exchange, special discounts, and accompanying gifts to thank and express gratitude to supportive customers. These efforts will help us maintain a strong customer community and develop our brand sustainably.

1.4.2. Budget for the IMC plan

The team has decided to set the budget for the IMC plan using a bottom-up approach, through the application of the objective and task method. This choice is very suitable for our business, especially when the team has clearly identified its IMC objectives. With this approach, we can start by identifying specific communication objectives that we want to achieve. This forms the basis for determining the strategies and tasks necessary to achieve that goal.

This method allows the team to focus on specific objectives and tasks in the process of building the IMC budget. In this way, we can ensure that resources are effectively allocated to specific communication activities, in order to achieve the set IMC objectives. In addition, this method allows us to have a clear communication plan, suitable for our target customers - ung people, aged 10 to 30, who like to snack. Promotional activities yo will be designed to be dynamic and youthful, attracting the attention of this target group. The bottom-up method helps the team maximize the budget for the most effective communication tools, avoiding waste or budget shortages. By defining specific objectives and tasks first, we will be more flexible in adjusting the budget over time based on actual results and feedback from marketing activities. For example, if we already have a certain number of loyal customers, we can adjust the budget for promotional activities towards optimization. In addition, this method also facilitates risk management and ensures that the budget is used effectively and maximizes the benefits for product development.

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The budget for our group’s IMC plan is projected to be 2,500,000 VND, a figure that is not insignificant, yet not overly large in comparison to the scale and objectives of the business. Within this total budget, the allocation for Direct Marketing and Promotions holds the highest proportion, accounting for 35% and 30% respectively. Subsequent activities such as Advertising, Direct Sales, and Public Relations constitute 20%, 10%, and 5% of the budget, respectively.

Figure 5 Projected Budget Chart for the IMC Plan :

Among these, Direct Marketing and Promotions activities take the lead, accounting for 35% and 30% respectively. This clearly reflects the group's priority in establishing direct connections with customers and encouraging their participation in promotional programs.

Advertising, another crucial activity, constitutes 20% of the budget. Although it does not hold as large a proportion as the two aforementioned activities, advertising still plays a vital role in enhancing brand awareness and attracting customer attention.

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Direct Sales and Public Relations, despite only accounting for 10% and 5% of the budget respectively, play in dispensable roles. Direct Sales allows us to directly approach customers, while Public Relations helps build a positive image for the business in the public eye.

In conclusion, the use of the objective and task method, following a bottom-up approach for setting up the IMC budget, is a sound decision. It aligns with the group's IMC objectives and provides a clear communication plan that is suitable for the target customers. Each activity in the IMC plan has its own unique and important role. A reasonable allocation of the budget among these activities will help us optimize effectiveness and achieve the set objectives.

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+ Increase G-Corner brand recognition to customers

+ Through advertising to convey information about the product. + Build a beautiful image for the brand.

+ Promote increased sales and profits. Advertising activities carried out:

+ Advertising via Facebook platform: The reason for choosing to use Facebook is that the investment cost for Facebook activities is low, suitable for the group's budget, and Facebook can reach far away customers.

+ Distributing leaflets: The group chose to use leaflet distribution advertising activities in the first days of opening (late September). The cost of printing leaflets is about 38,000 VND for 40 sheets x 950 VND/sheet. The goal of this activity is to target customers in close range, so the leaflet distribution area will be within a 2km radius around the University of Technical Education area. The main content of the leaflet includes information such as price and product types, contact information for ordering (phone number, QR code), promotional programs,...

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Figure 6 Opening flyer template :

+ Advertising TVC: The TVC's target topic is school because this is a topic that is close and familiar to the majority of customers. Through TVC, the group wants to convey the message of connecting friends through rice paper. The budget for the TVC is 80,000 VND with a duration of about 2:24 minutes. The group's TVC will be posted on the school's page, student groups and members' personal accounts.

* Evaluate the effectiveness of advertising activities: Activities such as posting on the page, flyers, and word of mouth in the first days of opening were effective in bringing a high number of new customers, recorded at 25 customers in the first few days. first week. After that, throughout the project, activities on the page were maintained regularly, TVC also recorded high views on platforms and large interactions.

2.2. PROMOTION - Promotional goals:

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+ Because it is a new brand, the main goal is still to increase G-Corner brand recognition with potential customers.

+ Encourage customers to buy products thereby increasing product sales. + Through promotions to create a good impression and create value for customers. - Promotional programs:

+ Large order promotion: Program content will give you 1 extra bag Orders of 10th bags or more with implementation time throughout the project (from the end of September to the end of November). The goal of the program is to encourage customers to move towards large orders to reduce inventory, storage costs and product flow. During the implementation period, the group received 15 large orders corresponding to 187 bags of rice paper

+ Program "Moonlight Tet with G-Corner": This is a promotion program short-term trade according to the first festival held on the occasion of Mid-Autumn Festival (September 27th - September 28th). The content is 20% discount for all orders (from 8000/bag to 6400/bag). The goal is to have 40 more customers know about G-Corner because the program took place quite close to the opening date so the group still does not have many people know about it. As a result, the amount of products sold increased by 20% compared to the average amount sold, but there are still many limitations that should be considered to overcome for next time.

+ Vietnamese Women's Appreciation October 20th: The discount percentage and implementation time (October 19th - October 21th) of the October 20th program are similar to the Mid-Autumn Festival program but only apply to women. Besides, in addition to discounts, the group also has additional gifts including cards and candy. The program focuses on attracting and creating sympathy for new female customers because this is considered a group with a higher purchasing rate than men. The results of the program were more effective than the Mid-Autumn Festival program with the number of products sold increasing significantly and the group also overcoming some shortcomings such as lack of goods, late delivery,...

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+ Minigame on November 11th: Minigame to find the difference with the times Implementation period from November 10th to November 12th announcement of results (fastest 5 people correct). Minigames help the group significantly increase interactions on the page.

+ Program to Honor Men's Day November 19th: If you are grateful to women with the Program on October 20th, you cannot miss the occasion of honoring men. With that criterion, the group has an additional promotion program on November 19th corresponding to a 19 % discount applicable to men. The program's revenue results, although not as high as previous promotions, are still at a stable level.

Figure 7: Chart of product volume fluctuations sold during prom otions

* Evaluation of promotional activities: the programs all achieved the set goals, bringing the project a large amount of revenue over time and overcoming problems that arose during implementation. Besides, the group noted a number of other shortcomings

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<small>15 </small> 2.3. PUBLIC RELATIONS

Create a communication campaign using social networks to share information about products and promotions.

Create promotions like discounts on special occasions or for large orders and send thank you notes.

Give away free product samples so everyone can try the product and experience its quality.

Free product sample program - Content: give customers trial products - Implementation time: September 26, 2023 - Goal: get the first 20 customers

Besides, the group also cooperates with MILKY JOY in a minigame program to increase brand coverage.

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