grimm dc brand campaign

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<GRIMM DC= BRAND CAMPAIGN

Date of Submission: July 10, 2022

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Appendix 1: PEST Analysis – Vietnam ... 11

Appendix 2: SWOT Analysis – Grimm DC ... 12

Appendix 3: Full list of target media ... 13

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Executive Summary

Grimm DC brand is known as one of the local brands for young people in Vietnam. The brand aims for a minimalist, youthful, dynamic style that nevertheless exudes fashion to its customers through the passionately created clothing by Grimm DC. Every Grimm DC product, before being sent to customers, undergoes a careful selection process from fabric, print quality to every stitch and, finally, extremely meticulous packaging. The brand has increasingly established itself among other "heavy" competitors such as Dirty Coin, BoBui SaiGon, Levents, and others, mostly through unique designs that clearly portray the "characteristics" of the Vietnamese population. Although this brand was launched in 2016 and has many branches, if put on the balance sheet with other competitors, Grimm DC is currently "inferior" in terms of brand identity and access to potential customers. Besides, through research and conducting surveys, we realize that the brand has not yet clearly defined its customer profile, and that is also one of the reasons for the development of the brand. Grimm DC's is still in its infancy, has not been able to reach far and stand on par with other rival brands. After discussing, our team came up with appropriate strategies to raise consumer awareness through a media campaign to increase Grimm DC brand awareness.

Situational Analysis

1. Media Campaign

• The communication campaign for the new product is still sketchy => limiting the coverage of the brand image in the Local Brand market.

• Grimm DC has not clearly defined target customers, target markets and competitors => Not able to reach potential customers and markets.

• The amount of interaction with customers is still low on media platforms (although there are pages with 347,462 likes and 360,035 followers, the posts do not have many interactions and comments with customers).

• Not attracting new customers (based on a survey, many people don't know the brand, have not had the opportunity to experience / buy products, and the brand's image is affected by the media scandal with Youtuber Vo Ha Linh).

2. There are many competitors in the market Competing on business models:

• Products are similar in design and material, have not had a breakthrough => have not made an impression on customers.

• Competitive price and service: 350.000 - 500.000 per product.

• Have not shown customers why they should choose Grimm DC products over other brands (customers actively learn about the company, other brands actively interact with potential customers through running advertising, interaction on social networking platforms).

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Statement of Need

Grimm DC is a fashion brand for young people, but currently, through market research and surveys, the brand has not yet made a big splash and reached many new customers. Our team planned a media campaign for Grimm DC and set out to help the brand solve these issues related to brand recognition and consumer awareness in 06/2022-06/2023.

=> Creating a brand personality is essential for Grimm DC, among other rival brands in the market.

Strategy

Re-identify customer goals:

• Young people love the content of the product + expand some customer files.

• Need to target the right audience, ensure the marketing works better and lead to higher sales or conversions.

• Grimm DC's idea is very good (shirt image + conveyed content) but has not been conveyed to customers.

Increase customer awareness

• During the survey, the majority did not know about the brand. • Some know but do not buy or only hear the brand name. • Some bought it but don't buy it anymore.

• People knowing about the brand and using it. • Marketing on the web by running ads, content.

• Cultural propaganda thanks to customers reviewing products or thanks to KOLS. • Third-party support.

• Bringing websites to the top of google (Domain and URL optimization), keywords (Analysis and selection of keywords), seeding fanpage, web fanpage content (Creating content around keywords) and advertising on the internet. Website and electronic newspaper for customers to easily find.

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• Renovate the customer care department as well as the sales staff after the incident with Vo Ha Linh (Attitude of service + care after purchase).

Product

• Need to come up with ideas for unique and strange products that have not been seen or are new on the market. Because of that difference and uniqueness, it is possible to market for local brands effectively (provide images of models with themes suitable for young people).

Goals & Objectives

Goals

• Increase brand awareness (200%/person compared to the number of known people equivalent to 1 million people).

• Improve sales quality by applying better marketing strategies, improving product quality. • Reached 1 million products (product price tb 350.000/1 product) in which customers buy

back 70% of new customers 40%. • Cut costs: at least 5% of expenses.

• Cutting costs can also help maximize profits in the following ways:

o Analyze and understand all revenues and expenditures in business activities. o Negotiate with suppliers to get cheaper prices especially when buying in bulk. o Optimizing production processes to reduce waste. You might consider adopting

technologies that save time and expand production. • Continue to maintain the position in the top Local Brand in Vietnam.

Objectives

• The first 3-4 months need to market the product as well as reach the user

• Improve the staff to take care of and serve customers. Motivating employees can also increase sales. Because when employees are satisfied, they work better and help create better products and services, which in turn helps the company to profit. You can also apply good performance boosting strategies such as employee of the month ranking, promotion, salary increase, etc. The organization of extracurricular activities such as picnics, lunches, cultural programs, etc.

• Distributing product content to all customers in the second quarter of the third quarter (2022).

• Cut costs by 5% in the second quarter (2023): o 3% product cost.

o 1.2% of revenue and expenditure (cash by hiring staff, etc.). o 0.8% Marketing expenses.

• Product KPI sold 1 million products until the second quarter of next year 2023 • 2nd quarter + 3rd quarter (2022) reached 30% old customers +10% new customers. First 3

months of 1st quarter (2023) there were 30% old customers +25% new customers. Quarter 2 (2023) achieved the target of 10% of old customers and 5% of new customers.

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Key Message

Grimm DC's 7-year journey has never deviated from a single goal: "Create the best products that Vietnamese people can do, for Vietnamese people to use and proudly talk about". It was like that from the beginning, it is like that now, and it will be like that in the future. To swear!

Grimm DC likes to use its quality products to tell the world, especially Vietnamese people, that we can completely create quality products that are no less than foreign countries.

Grimm DC currently does a great job in terms of the message they want to send to the audience, what they lack is just that their transmission is not good, a lot of you buy the product just because it's beautiful but don't understand the meaning behind it. Bringing Grimm DC has always liked to bring together things that people thought were unrelated. For example, bringing history - national culture into street fashion, or the quality of high fashion into Vietnamese products, or 3D glasses in the cinema and perfume in the shop on clothes. Grimm DC loves to tell stories and loves to bring those stories into their products. From products imbued with heroic history such as Con Rong - Grandson, Dai Dinh Son Ha, 4575, Carp turn into a dragon... to collections containing fading cultural values such as: K'Ho, Baby don't cry, or simply folklore shaking Bau Cua, 12 animals... all to satisfy this hobby. In the future, if we have a new hobby, we will tell you about it again through each product.

Convey the message: in many ways, salespeople are the best communicators. There are also activities to learn about products on the fanpage itself or when customers come to buy goods (puzzles, mini guessing words, etc.).

Tactics

Social Media

• Facebook will be the main channel for this campaign:

o For attracting customers' attention, the content will be updated on a regular basis. o Contributing to increased interaction and customer acquisition.

• TikTok will be the second main channel for this campaign:

o Minigames and livestreams by KOLs will be posted to promote the brand. o Videos of young people reviewing products will be posted regularly. • Instagram will be the third support channel:

o Updating images about products and event information.

o Uploading Stories and sponsorship videos to gain more engagement and remind customers about event.

• Youtube will be the fourth support channel:

o Publishing teaser video and promotion video for the campaign.

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Executive Plan

Social Media

Campaign Gantt Chart

Event

Organize mini rap show to increase brand recall • Date: Scheduled for September 23 • Location: Hall C of FPT University • Guess event: Dick and BCTM • Timeline:

Evening: Programs are held with guests attending the events

event 17:00 Welcome guests

18:00 Talking photos with backdrop and stabilizing the location for guests 19:00 Start the event

19:15 Performance by Dick from BCTM

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8 19:30 Sharing from Founder of GrimmDC

19:45 Event end

19:50 Support staff to clean up the program

Sponsorship

MEC - Multimedia Entertainment Club

• MEC is a club affiliated to FPT University with a lot of experience in organizing events at FPT University such as Move with drama, Shot,.. Is a long-standing club at FPT University with a new generation of young people full of enthusiasm.

FPT Edu Experience Space

• This is a place to give wings for the path of student experience as a fanpage of FPT

Education Organization.

Van Lang Fashion

• Van Lang Fashion is a Van Lang University fanpage dedicated to helping and sharing

projects as well as learning activities of Van Lang University's fashion design students.

Evaluation

In May, the campaign's effectiveness will be assessed using the following tools:

Social Media

• Sending a survey to assess brand awareness before and after the campaign.

• Using Facebook Insights for Facebook, Hootsuite Analytics for Instagram, and Socialinsider for TikTok.

Event

• Using Google Forms registration and event attendance statistics.

• Data on the number of vouchers distributed to members of the target audience who attended the event.

Sponsorship

• Data on the number of vouchers and gifts given out to students who attended the event. If

possible, request personal information as well.

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Cloudtek. (n.d.). Danh Mục Dịch Vụ. quay_phim_viet. Retrieved July 10, 2022, from

from

Person. (2022, March 17). Xu Hướng Tiêu Dùng Giai đoạn 'Hậu Covid' đã thay đổi ra sao?baochinhphu.vn. Retrieved July 10, 2022, from

Việc Chuẩn, Lương Tốt Việc Làm Phù hợp nhất dành Cho Bạn- . Kết Nối Việc. (n.d.). Retrieved July 10, 2022, from

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• Easing pandemic restrictions.

• The openness in the fashion industry in Vietnam.

• Vietnam's garment with low cost advantage is also a competitive factor compared to other countries' exports.

• According to the Vietnam Textile and Apparel Association, the Draft Strategy for the development of the textile industry in the period of 2021-2030 must orient to promote investment in the production of raw materials and accessories for the textile and garment industry to meet the requirements of rules of origin of new-generation Free Trade Agreements (FTAs).

• The more the economy develops, the higher the life and income, the more people focus on consumer products, including clothing. • Change in personal spending

has gradually changed the shopping habits of Vietnamese people, and at the same time turned the concept of "local brand" into a cultural feature of the consumption of a significant portion of the population. Millennials and Generation Z.

Technological

• With the development of technology, the skilled labor force is increasingly taking up a large proportion and the incentives are from the state policies. • Technology develops strongly,

greatly influencing consumers' perception of services and products of enterprises. • Many e-commerce platforms

support online business. • Many applications allow

consumers to pay online.

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• The quality of products from Grimm DC is highly appreciated.

• High quality products with Vietnamese prices.

• Unique and modern products and designs with historical imprints close to Vietnamese people, each product has a story showing the spirit of national pride that attracts young people.

• Trusted by customers who have experienced the product before, willing to continue to spend money to buy and use Grimm DC products, recommend the brand to acquaintances.

• Must continuously create and innovate but still keep the brand identity.

<Freedom= products that allow customers to change and create more.

• Other local fashion brands are saturated, the price is competitive but the quality is still poor and the problem of plagiarism. • Stable COVID-19 epidemic in Vietnam (convenient to reopen stores and take advantage of online delivery platforms).

• The fashion market is constantly fluctuating and changing. • There are many competitors from

local and abroad.

• With the advent of digital technology, the negative effects associated with a poor product can greatly affect the sale of other products of the brand.

• Requires higher promotion and spending on production materials.

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Appendix 3: Full list of Grimm DC’s social media pages will be used for the campaign

Social Media PagesLink

Facebook Facebook of Grimm DC

TikTok TikTok of Grimm DC

InstagramInstagram of Grimm DC

YoutubeYoutube of Grimm DC

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grimm dc brand campaign

<b><GRIMM DC= BRAND CAMPAIGN </b>

<b>Executive Summary </b>

<b>Situational Analysis </b>

<b>Statement of Need </b>

<b>Strategy </b>

<b>Goals & Objectives </b>

<b>Key Message </b>

<b>Tactics </b>

<b>Executive Plan </b>

<b>Evaluation </b>

<b>Appendix 3: Full list of Grimm DC’s social media pages will be used for the campaign </b>

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