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IMC PLAN

<b>LECTURE: BUI THI HANH THAO</b>

<small>Nguyen Minh AnhHo Thi Phuong ThaoNguyen Thi Quynh Anh</small>

<small>Dinh Quoc BinhLuu Vu Truong GiangNguyen Cong Phu Trong</small>

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Analysis of PromotionalProgram Situation

Analysis of CommunicationProcess

Develop IMC Program

Budget Determination

Evaluate promotional

program results/effectiveness

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<b>Lay's</b> is <b>the world's most popular</b>

market since 1940, it has been morethan 80 years now. It was owned byHerman Lay until 1961. In 1961, Laysincorporated Frito, a subsidiary ofPepsico. And merged into Frito-Lay Inc.It is dubbed as a snack food giant. Atthat time, Frito-Lay's annual salesexceeded $180 million in 1965. Therewere more than 8,000 employees and46 manufacturing plants.

INTRODUCTION1.1 Company

Belonging to the famous <b>PepsiCo corporation</b>, Lay's is <b>present in</b>

more than 100 countries. And<b> received the love of people</b> all overthe world. Each stage,<b> Lay's </b>introduces <b>new french fries recipes.</b>

From there, a<b>ttracting and meeting </b>the diverse needs ofcustomers. In 2012, Frito-Lay accounted for 59% of the US saltysnack food market. According to Statista, Frito-Lay's revenue willbe about US$4.81 billion in 2020.

In 2019, in Vietnam, Pepsi-Cola's Poca was renamed to Layshibrand, the same name in the world. Belonging to Pepsico helpsLay's compete with domestic and foreign brands. Thereby,bringing consumers many interesting and exciting experiences atthe same time in all countries where Lay's is present.

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1.2 Product In Vietnam market, Lay's has

<b>launched 7 delicious flavors</b>

including Natural Classic,Cheddar cheese, Brazilian BBQPork Rib, Sour Cream & Onion,Texas Tenderloin Steak, NoriSeaweed and Thai Spicy Squid.

<b> Lay's Wavy Cheddar is the primary product in this IMC. A</b>

flavour of Lay's potato chips called Lay's Cheddar Cheese hasa cheddar cheese flavouring. Like any other flavoured snackproduct, Lay's Cheddar Cheese <b>seeks to provide </b>consumers a

cheese and are <b>searching for</b> a savoury and cheesy snack by

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Increase brand awareness by 5% or about 700 thousandpeople in 4 months

Increase the company's market share by 1.5% through: + Increase the official selling point in Vietnam to at least20 establishments

+ Increase interaction with customers on social media1000 times/week/4 months

1.3 Objectives

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ANALYSIS OF PROMOTIONALPROGRAM SITUATION

2.1. Internal analysis

Promotional/ Marketing Department organization

The Advertising/Marketing Department is an important partof the organization and is the bridge between internal andexternal, between product and customer, between productattributes and customer needs. This is the departmentresponsible for promoting and marketing the company'sproducts. The main task of this department is to figure out howto attract new customers, retain old customers, foster customerloyalty and increase sales.

To achieve this goal, this division of Lay's regularly developscreative and effective advertising campaigns, combiningcommunication activities such as TV advertising, onlineadvertising, outdoor advertising, and other communicationactivities.

Besides, Lays also develops and implements strategicmarketing plans such as 4Ps: product, price, distribution,promotion; 4Cs: Lays' needs, wants, and amenities 4Ps:

To have success in Lay's Marketing strategies, it is impossible

Firm's ability to implement promotional program

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The trend of snack consumptionplummeted: people are moreand more inclined to use

Consumers are also graduallybecoming aware of the valueof brands. This is a greatopportunity for Laysproducts to expand theirmarket share.

Typical flavors in somecountries will attract a largenumber of customers.

Many big competitors in theVietnamese market: Oishi,Swing,...

Consumers are becomingmore and more healthconscious. It will be a bigchallenge with the productsthat Lays is offering.

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AGENCY EVALUATION AND SELECTION REVIEWOF PREVIOUS PROGRAM RESULTS

Within a week, Crispy Subtitleswas listed on Google searchtrends and appeared in about200 global publications, vlogs,podcasts and talk shows. With1.2 billion impressions, $9million in media earned, globalreach of 210 million people andthousands of downloads in 80different countries,

Achieved with a budget of$15,000 la. It can be seen thatLay's unique marketingcampaign has achieved greatsuccess, creating a strongspillover effect and leaving adeep brand mark in theminds of consumers.

In addition, Lays alsocombined with Rap Vietseason 2 and receivedgreat support from theaudience, increasing sales.

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Snacking is one of the mostimportant trends in the foodindustry today with junk foodtaking up a large share of themarket. The Vietnamese snackmarket consists of three mainproduct lines. These are frenchfries (use 24%), nuts (use 30%)and processed snacks (use33%).

2.2. External analysis

Consumer behavior analysis

The size of the snack market in Vietnam was estimated at 518 millionUSD in 2015, of which processed snacks accounted for 33%, nuts 30%and chips 24%, according to Savory's statistics. Snacks Market inVietnam Databook to 2020. It is estimated that by 2020, the market sizewill nearly double, equivalent to more than 1 billion USD. If averagedwith growth estimates, the size of the snack market in 2017 could reach700 million USD. This number can actually be much larger if you look atthe way investors accelerate here

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2.2. External analysis

Consumer behavior analysis

However, by 2020, the industry's revenue will decline to only about429 million USD. The average consumption per capita is only 0.7 kg,equivalent to 4.41 USD/person. It is forecasted that the annual growthrate (CAGR) is 4.9% from 2020 to 2023. According to PepsiCo, theVietnamese snack market is a fertile ground. Large number ofconsumers, high purchasing power offers a lot of business potential.No longer an entertainment, snacks have become an essential need,especially for young people.

Modern life is increasingly busy leading to consumers looking forsnacks when moving, these dishes are not only delicious, but alsomeet their nutritional needs. Therefore, Bim Bim Lays is a highlyconvenient product, easy to buy at any grocery store or supermarketnear home and can be taken anywhere, without preliminaryprocessing or processing.

Moreover, Lay’s is easy to eat, diverse in choice, along with easystorage so it is always the first choice in picnic sessions, watchinggood movies in friends gathering, ... Tri, relax, free time or need toincrease force, ... with many different designs and flavors, meeting theneeds of customers.

Thanks to the increase in the average Vietnamese income, lifechanges in industrial style, young consumers more and snackingbecomes an essential need in each meeting. So Lays is the firstchoice for young people

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Market segmentation and target marketing, Marketpositioning

DEMOGRAPHIC SEGMENTGEOGRAPHY SEGMENT

Can easily target differentage groups.

Expand the object file of allages, all genders.

children and young peopleare still the top priority.

women will be able tochoose snack products thanmen.

Has an affordable price,suitable for young customers,low average income.

marketing strategies foreach region.

For example: in the North,

promoting the flavor of Layschips, while in the South,the company focused onthe spicy sour shrimp flavordue to the culinary interestsand the middle of the

Lays Vietnam is consideredto be a popular and diverse

Vietnam market.

Lays is considered to be theleading product in placeavailable everywhere.With the convenience anddiverse flavor, Lays Vietnamhas become a popular snackproduct, a snack that can beeaten at any time of the dayfor everyone to enjoy,accessible for all ages.

=> Is currently focusing on the

customers and has adjustedmany campaigns as well asdifferent activities to convey themessage to the stores toeveryone.

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ANALYSIS OFCOMMUNICATION

Analyze receiver’s response processes

AIDA model is the most suitable model for analyzing thereceiver’s response processes of Lay’s.

AIDA is one of the classic marketing models applied bymost businesses in marketing and communication activities.The AIDA model addresses the awareness stages in the entirebuying journey, thereby helping to identify specificactivities that need to be done to help the business achievethe desired effect at each stage, leading to action. successfulpurchase at the last step.

Accordingly, AIDA stands for 4 steps:

A I D A

Attention Interest Desire Action

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Lay's attracted a lot ofcustomers when sponsoringthe program Rap Viet, a veryhot program with hugeratings. Lays with a variety offlavors to suit every taste,delighting customers.

Capturing customers' needs forthe crispy texture anddelicious taste of French fries,thereby satisfying customers'needs

• By displaying a variety ofpromotions and discounts, Layscan encourage customers topurchase and try their chips.• Invest in digital marketingcampaigns, TV ads, and in-storedisplays to convince potentialcustomers to try their chips.

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Analyze source, message, channel factors

Lay's recent marketing campaigns involve the snack's "swallowingblistering" experience. To serve the IMC plan, Lay's has takenadvantage of many sources such as computers, mobile phones,tablets, televisions...

The campaign is inspired by the fact that users are often annoyedby the "bubbling" sound of potato chips, which drowns out thesound of the video. At the same time, touching the volume up anddown buttons on the laptop with greasy fingers is even moreannoying.

Using a machine learning algorithm that runs directly on the

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Traditional Media: Lay's uses traditional media such as TV, radio,magazine and newspaper ads to promote their products.Television advertisements often appear during popularprograms and sporting events, highlighting social interactionand reaching a wide audience.

Social networks: Lay's uses social networks such as Facebook,Instagram, Twitter and YouTube to interact with customers,share product information, promote special marketingcampaigns and create engaging content. to attract publicattention.

Lay's uses the following platforms to market their products:

Analyze source, message, channel factors

The campaign concept gained global media attention and wasdownloaded for use in more than 80 countries, generating over$9 million in media promotion for Lay's Vietnam.

The campaign earned more than 1.2 billion impressions, wasshared widely around the world and became a trending topic onGoogle and social networks.

210,000 impressions from 200 global publications, such asGizmodo, Yahoo News & VirginRadio.

Accordingly, the Lay's Crispy Subtitles campaign has obtained thefollowing results:

Channel Factor

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Live events and activities: Lay's participates in live events andactivities such as exhibitions, fairs, promotional programs andenjoy live products. This helps to create brand awareness andcreate a direct connection with customers.

Lay's uses a combination of these marketing platforms to

Analyze source, message, channel factors

Lay's website: Lay's has an official website where customers canlearn about products, view advertising campaigns and findinformation about Lay's products. The site also provides a way tocontact and support customers.

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Establish communication goals and objectives

Short video: 15 million views in all platforms, 1million interactions

3D Billboard: 12 million hits

Short story "Potato in Cheezeverse" : 5 million hitson Facebook posts

Trend tiktok: hashtag reached 50 million views,interaction: 2M

Kiosk on pedestrian street: total 5 million

Game: 50K downloads

VR Exhibition: 30K participants

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Short video: Selecting short videos for ads to attract customers on alarge scale, increase the ability to reach viewers and new customersources on social platforms. Besides, short videos also convey theproduct message quite fully and effectively through engaging andattractive content to help viewers understand more specificinformation about the product.

Short videos will be communicated on social platforms such asFacebook, Tik tok, Youtube,... to increase customer awareness of thebrand.

Interspersed in the program Rap Viet season 3 on Vieon Channel.This is a popular TV show, attracting a lot of viewers through theseasons, always topping the top trending on Youtube within the firstfew hours of its premiere. Lays is a sponsor that has been with theshow for three seasons, and appearing on such an influential showwould be very effective.

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OOH: Using outdoor 3D billboards also increases the product's reachto people on a large scale. Using billboards in 3D will also attractmore people's attention.

Using about 60 large 3D billboards in big city centers such as Hanoi,Ho Chi Minh, Ha Long,....

Using the tiktok platform, the short-form video application hasattracted more than a billion users and has become a famousapplication in the technology village ahead of giants like facebookand instagram. Stir up the transformation trend with Lays,encouraging users to participate in creating short videos recordingthe transformation change, transform according to your own stylesand styles posted on tiktok with the hashtag #bienhinhcungLays#bungchatstyle.

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Increase direct interaction with customers, reach more potentialcustomers. Through the opening of a kiosk on the pedestrianstreet designed in the shape of a cheese-flavored Lays snack pack,with check-in photo frames following the outline of a sandwich.Walking street is a place where many people travel, especiallyyoung people at home and abroad with many different rooms. Thisis consistent with the message of the campaign being given, andwill also attract a lot of young people

4.2. Direct Marketing

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The exhibition is held in the form of VR, players use VR to shape their ownstyle, style from light makeup to personality, from light clothes to breaking theway they want.

After creating the character in the style they want, participants will receive acard with the shape of the character they have created.

After completing the personal style through VR, the model will be collectedand performed as a virtual reality fashion show.

People will vote to choose the characters with the most attractive andattractive style. Those in the top 10 will receive a model according to theirstylistic image collected by VR.

4.3. Public Relation

PR is an important means of helping businesses build their image and reputation

through activities such as writing articles, issuing press releases, organizing eventsand interacting with the media.

Make a comic about “Potato in Cheers”.

A story is about a dirty, ugly potatocovered with soil, its rough body isshunned by everyone, no one cares until itmolts into golden, fresh potato slices. Thetransformation process into potato chipssprinkled with delicious cheese is loved byeveryone, ecstatic. The story will be postedon social platforms such as Facebook(Lays Vietnam homepage), Tik tok,Instagram,...

Thereby, we will introduce to everyoneabout an exhibition organized by Lays

related to the process of forming his ownpersonal style and style: Everyone wasonce an ugly potato with nothing to standout. turned on but over time through theprocess of change people gradually findtheir own style. Lays is here to accompanyyou to unleash your own style of doingwhat you want.

P O T A T O I N C H E E Z E V E R S E

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