The integrated marketing commnication

The IMC.
01 COMPANY OVERVIEW

02 COMPETITORS

03 MARKET ANALYSIS

04 PRODUCT

05 IMC PLAN

Our Campaign
06 PERIOD, KPI, BUDGET CONTENT
COMPANY OVERVIEW

INTRODUCTION

Owned by Truong Thang Corporation

Established in 2009

Now ranked as one of top 5 best domestic

fashion brands with over 46 stores

Famous for couple and family fashion

COMPANY OVERVIEW

SWOT ANALYSIS

The very first fashion brand for couples in Vietnam

Nation-wide store system with 36 showrooms and

more than 300,000 loyal customers

More diversified products with 300 new products to

meet the shopping needs of customers every year

Staff team of young, dynamic, enthusiastic,

creative non-stop and professional service attitude

Affordably medium price with high quality for

medium class,
COMPANY OVERVIEW

SWOT ANALYSIS

Customers' bias of couple/family-only products

which leads to miss the chance of being the first to
be considered by consumers when choosing
clothes

That large and modern store misleads the price -

proposition

Designs and materials are less competitive than

such foreign brand's products as H&M, Uniqlo, etc.

Few policies for increasing market share

COMPANY OVERVIEW

SWOT ANALYSIS

Increase in shopping habit among Vietnam

customers. 52% of young people (from 18 to 39)
spent money in shopping more than once a month)

The presence of H & M, Zara helps the fashion

market more exciting, a great opportunity for local
fashion firms to learn about the services and
operations
COMPANY OVERVIEW

SWOT ANALYSIS

The presence of big foreign competitors threatens

the exist of local fashion brands

Medium as GAP, Topshop, Mango and the other

foreign brands also continuously expand the
system

The presence of Zara, H & M and others is a threat

to the young fashion market of Vietnam
COMPANY OVERVIEW

VISION AND MISSION

VISION
• 2030 Thang Thang is listed in Top 5 leading companies in Vietnam Couple TX is a prominent Asian fashion brand

MISSION
• Customers: Bring fashionable products and services which go beyond customer expectations
• Partners: A trusted partner on the road to growth together
• Employees: Create a highly effective professional working environment, equal treatment and enjoy the benefits of teamwork
• Community - Society: Harmonize the interests of the company with the responsibility of protecting the environment and
positively contribute to development of social community
• Social contribution: With the mission "Awaken your love", Founder of Couple TX launched a fashion brand with the desire
to turn fashion products into a special language which conveys the beautiful love message in modern life. Couple TX is a
unique gift for couples with a fashion sense. With Couple TX, the concept of love does not stop at the couple's feelings but
also the love of the country, family, friends, nature or all the high values in life.
COMPANY OVERVIEW
COMPETITORS
Dai Song Phat One-Member Limited
Company was established in 2011 to
operate in the field of fashion market
CONCLUSION
This is a very potential competitors as
they can boom their purchase if there
is suitable marketing campaigns
Strengths:
Dynamic style, young, personality is the main spirit in the
design of Gavani.
With a strong line-up of printable coats and T-shirts for couples
and Gavani pays special attention to the quality of materials,
designs, and safe, friendly production processes.
Currently GAVANI is still developing and until now the system
has 8 stores nationwide.
Weaknesses: However, the restriction of GAVANI is that it
does not create strong brand name, products are not diversified
and are not self-sufficient and the distribution system is limited..
MARKET
ANALYSIS
Market Desription

Market Segmentation

Target Audiences

Audience Behaviour Observation

Insight
 MARKET ANALYSIS
MARKET DESCRIPTION

o The development of domestic and foreign fashion firms accelerates the market growth
o The foreign brands did not affect market share held by Vietnamese brands.
o Skin care has so far been the most concern of lots of women and also men.
o Jacket is one of the most popular item in VN when people stepping out of their houses
o The demand has been shifted by the jacket using purposes, into lighter, cooler but still big
enough to cover their body under the sun rays.
 MARKET ANALYSIS
MARKET SEGMENTATION
TARGET CUSTOMERS
LUXURY
MIDDLE ORDINARY
o Clothes with high price
COMFORT SEEKERS o Affordable clothes with o Clothes with cheap price along with high quality and
high quality and variouso Low quality
FIT MY STYLE limited designs.
designs o Medium and Low income
o Quality is ensured
FASHION FORWARD buyers
o Pretty and durable o High income.
o Medium income. o Less or Un-known brands
o Brands with reputation.
o Less or well-known brands
Customer’s clothes
purchasing behaviours Main types of clothes in the market

Affect the price they are Affect which financial group of customer
willing to pay
 MARKET ANALYSIS
TARGET AUDIENCES Gender rate
DEMOGRAPHY Of following ages

o Age: 15 - 25 y.o.
o Gender: Both male and Female (Both coupled or not)
o Region: Large and medium cities in VN
o Family's social status: Low or Medium Class with income
55%
over 7 millions (adequate for living and little redundant for 45%
shopping in non-luxirious stores). Don't aim to high class
as people of this group tend to enjoy international brands.
 MARKET ANALYSIS
TARGET AUDIENCES Interest in shopping
BEHAVIOURS By Gender
o Internet using:
• 59% - visit social networks
• 56% - use search engine 94%
• 54% - watch online videos
• 43% - listen to music and less for other online activities
o Buying Bahaviours: 48%
• Less shopping, More E-shopping
• Buying clothes at least once a month
• Seek for comfort and self-style suitability
• Buying based on personal needs
o Buyers, End-users are often Deciders
 MARKET ANALYSIS
TARGET AUDIENCES Conversion rate
PURCHASING DECISION By Gender

o Decision making (by probability of likelihood):

• 40% through previous experiences.
• 25% through other's advice 85%
• 13% through pre-purchased research
• 12% through ads 55%
o Health is the second most concern when deciding to buy a pr
oduct, below fashion.

ACTION

o Finding products protecting their beauty health.

 MARKET ANALYSIS
INSIGHT
Customers are awaring much of self-protection again toxic
effect of UV radiation, so they use sun cream a lot. However, They need a product of their own convenience, which means
many people think sun cream is not enough. Besides, a it takes not so much time to be fully sun-protected, as well as,
majority of Vietnamese, often males, has less of this makes them feel "secure" enough after using sun cream.
awareness or is so lazy to use sun cream and wait a few
minutes before going out.

WE SEE WE FOUND WE OBTAIN

"I have heard of many researches about the effect of ultraviolet on human
skin like skin cancer, so I want to have my own protection as nowadays I
have to go a lot around under direct sunlights for daily activities, which
means I am suffering high risk of skin cancer. "

"I wish to be fashionable everytime I step out of my house, and also to have couple a
nd family clothes with my lover and familiy, while healthy skin of us is also assured."
 PRODUCT

Difference Design Price and Value

Anti-UV Siple designs to satisfy the High quality, high value
Technology majority’s tastes Reasonable price about
300k-500k VND
 OBJECTIVES

BIG IDEA AND KEY MESSAGE

IMC STRATEGY

CHANNELS

BUDGET

INTEGRATED MARKETING COMMUNICATION

 IMC PLAN
OBJECTIVES

COMPANY OBJECTIVES
50% o Raise public brand awareness, at least 30 million
consumers know about the brand
o Raise company revenue by over 50% each quarter
o Raise profit for company by 600 millions per year to
develop new products
300k

CAMPAIGN OBJECTIVES

o 30% of TAs use sun-protected products as a habit

o Consumers will think of Couple TX first whenever
think about a sunprotected fashion brand
o A rise of 1,000 in the number of loyal consumers.
o A change in customer's behaviors towards the value
of couple/family clothes, jackets in particular, in
warming loves, kepping bonds.
 IMC PLAN
BIG IDEA & KEY MESSAGE

BIG IDEA

“LÀN DA CHẮC KHỎE, TẬN HƯỞNG YÊU THƯƠNG”

Key Message
“Save your skin to avoid cancer, so that you have the entire life to keep loving”
 IMC PLAN
IMC STRATEGY
TRIGGER DELIVER MAINTAIN
TAs share viral clips saying that
Raise the awareness of UV
Objective they have to do something to avoid Keep TAs habits of protecting skins
problems
skin cancer
“If you wear an UV-protection jacket
“Continuously exposing to UV
beforehand, you will have time to
Message irradication highly possibly lead “Strong skin, Long love”
keep loving instead of suffering skin
to skin cancer”
cancer”
Sun-protection store chain selling
Viral clips and KOLs sharing about sun-protection products like a
Online discussion about the
Key hook protecting their own skin by wearing variety of both domestic and
toxic effect of UV
jackets foreign suncream, and Couple TX
anti-UV jackets, of course

Digital Marketing, personal selling, PR, Sale promotion, digital

Tool Digital Marketing, PR
direct marketing marketing

Reach 800,000 citizens Over 2,000 shares each clips

including over 300k positive 400,000 persons care about
KPI reaction and 400k ignorance , wearing jacket 50 million VND profit on first week
raise concern of over 200,000 150,000 new persons habit wearing
citizens jacket
 IMC PLAN
IMC STRATEGY

Finish constructing
Start to Deliver Key message first store

1st 2nd 3rd 4th

0 TRIGGER month
DELIVER month MAINTAIN month
MAINTAIN month

Calculating first month revenue

Starting point Stop Deliver Stage
 IMC PLAN
PUBLIC RELATIONS

Activity Stage Purpose KPI

Company and sunstore sponsor for

- Reach TAs who are
student events, especially - Reach at least 4,000
Stage 1 – still students which
SPONSORSHIP marketing competitions which students per school
Trigger account huge number
on students’ make participants run real - Save about 25
Stage 3 - of TAs
events campaign (product is Couple TX’s million vnd marketing
Maintain - Raise company’s
one) then we can reduce lots of cost.
image
marketing money
- Reach more
people in TAs.
- Thread out
- Reach at least
Provide 1 minigame about taking information of this
Minigames, 500,000 persons.
“love pictures” and 2 giveaway of 1 product.
Giveaway online - At least 50 persons
UV-protection jackets. - Collect feedbacks
joining minigame
from winners then
tell them to write a
sharing of product.
 IMC PLAN
SALE PROMOTION

Activity Stage Purpose KPI

SALE ON UV- - Reach at least

PROTECTION Run 1 sale according to a specific - Stimulate demand 50,000 customers,
2, 3
JACKETS for event or season. - Reach more people 15,000 out of them do
CONSUMERS purchases

- Encourage retailers to
Run 2 sales if the season has lack
SALE ON UV- buy.when there is less
of customers.
PROTECTION customers on market. - 1,000 products are
Retailers are such as Tiki, Lazada, 1, 2, 3
JACKETS for - Let them display our purchases
etc. when we welcome them to buy
RETAILERS products during sale
our products
season
 IMC PLAN
DIGITAL MARKETING
Activity Stage Purpose KPI
- Reach at least
Clip about Bich Phuong was taken - Attract the press
100,000 persons on
phoographs indoor and outdoor, starring on the jacket Bich
Facebook, Instagram
beautiful corners of her faces to attract Phuong wearing
INTRODUCING and Youtube with
audiences, then raise a question “What are 1 for photoshoot in
CLIPS high frequency
she doing?”.After Viral clip, the product clips
(appear again and
introducing clips of Bich Phuong will be on - Raise company’s
again aleast 3 times
air image
per platform)
Clip telling the story of a girl (hired actress)
was suddenly told to suffer skin cancer.
She broke inside. When she was lying on
- Reach at least
bed alone as her friends were working in - Deliver key
200,000 persons
somewhere far away and her parents were message and
VIRAL CLIP 2 with 60% of
finding a way to gain money for her encourage TAs to
positive reaction,
treatment. If only from the first place she buy this product
20% of ignorance.
had wore an UV—protection jacket she
would then have more time to love her
boyfriend and her family.
 IMC PLAN
DIGITAL MARKETING
Activity Stage Purpose KPI
Bich Phuong, Pham Ngoc Thach, Dong
- Attract the press,
Nhi, Van Mai Huong, share their own
raise customers’ - Revenue increase
KOLS opinions about protecting skin and 2
approvals from their by about 30%
encourage their fans to buy Couple TX
idols.
anti-UV jackets.
- Deliver key message - Reach at least
ADs on Spend an amount of money to run ads on
to more of TAs and 500,000 persons
Facebook and FB and IG. Ads should be one catalogue 2
encourage them to with conversion
Instagram and a viral clip.
buy this product rate of 30%.
- Page get 10,000
Develop page on facebook and official - Make it easier for
more likes and
Fanpage account on IG, introduce recent and new 3 customers to shop
1,000 accesses
products more frequently there online
each day
Buy key words “UV-Protection” “anti-UV” - Let our brand and
KEY WORDS “Uv-proof” “UV” and “jacket” “coat” to let our product appear - Websiite access
2, 3
Google search our information appear first when first in their eyes rise by 60%
customers go searching when demanding
 IMC PLAN
ADVERTISING

Activity Stage Purpose KPI

- Over 100,000
clicks.
Ads Run Ads on FB, IG and video platforms 2, 3
- Conversion rate
- Reach more to over 30%
raise market
awareness of the
product and make
ADs on bus and it familiar to them - Reach at least 50,
Hang print-ads on buses and bus stops 2, 3
bus stop 000 persons per day
Digital Marketing
Facebook ads campaign 30,000,000 2 60,000,000
IMC PLAN
IG ads campaign 30,000,000 2 60,000,000
KOLs person 20,000,000 6 120,000,000 BUDGET
Actress person 10,000,000 2 20,000,000
Clip production clip 5,000,000 3 15,000,000
Google key word word 500,000 6 3,000,000
Total Digital Marketing Cost 278,000,000
Promotions
Sale discounts 50,000,000
Give away of new product item 5,000,000
Total Promotion Cost 55,000,000
PR
Students' events budget 50,000,000
Total PR Cost 50,000,000
Advertising
Bus ads month 25,000,000 3 75,000,000
Bus station ads month 67,500,000 3 202,500,000
Total Advertising Cost 277,500,000
Sun-protection store
Contruction 800,000,000
Goods 500,000,000

First month operating cost 50,000,000

Total Store Cost for 1st month
operating 1,350,000,000
TOTAL BUDGET 2,010,500,000
50%

300k THANK YOU FOR WATCHING

 GROUP PARTICIPATION RATE

Name Student Code Content Present Document Prepration Total

Bui Duc Hai
Dinh Cong Bao Tin
Le Nhat Quang
Nguyen Thi Ngoc Huyen
Nguyen Thi Thuy Tram

1 2 3 4 5
Very Bad Bad Accepted Good Very Good