Colgate - Maintaining Leadership with ‘Smiles That

Overcome Adversity’
Brand: Colgate

Client: Colgate-Palmolive

Industry: Oral Care

Market: Personal Care

Background
Founded in 1806, Colgate-Palmolive is one of the world’s leading multinational corporations in personal care,
particularly oral care products. Despite its long-standing presence, Colgate faces strong competition from brands
like P/S, Closeup, Oral-B, and Sensodyne, which are backed by global giants such as Unilever, P&G, and Haleon
Group. To maintain its leadership position in the global oral care market and strengthen brand perception among
the general public, Colgate needed to develop a long-term communication strategy that builds a positive
emotional connection with customers, thereby boosting sales, attracting new customers, and increasing loyalty
among existing ones.

Objectives
●​ Business Objective: Drive sales and maintain leadership over competitors.​

●​ Communication Objective: Build a positive emotional connection with customers, enhancing brand
preference and loyalty.​

●​ Marketing Objective: Attract and retain new customers, while encouraging global purchases of Colgate
oral care products.​

Insight
“Everyone deserves a future they can smile about.”

In today’s world, life often brings pressures and challenges. However, as the Vietnamese saying goes, “a smile is
worth ten doses of medicine,” a bright smile can lighten one’s mood and bring a sense of calm. In a world full of
uncertainties, a cheerful smile is the simplest way to bring joy and positive energy for a brighter future.

Colgate believes that everyone deserves to feel confident in their smile and have hope for a brighter future.
Smiles play a crucial role in various aspects of life, such as helping strangers become friends, resolving
misunderstandings, or boosting someone’s self-confidence. Therefore, if everyone frequently shares smiles, the
world would be a better and more peaceful place.

Creative Idea
The power and beauty of authentic smiles.

With the “Smile Strong” communication platform, Colgate collaborated with agencies worldwide to capture
genuine and inspiring smiles through everyday moments.
The campaign featured real stories of individuals who overcame adversity with a smile, such as a mother facing
societal judgment, a girl with Down syndrome proving her abilities, and a rapper who triumphed over challenges.
These narratives highlighted that, despite imperfections, a smile can be a powerful tool to face difficulties and
embrace a positive future.

Execution
●​ TVC: The “Smile Strong” platform was implemented globally, with TVCs showcasing heartfelt stories of
individuals who smiled through adversity. Notable examples include the story of Airliftz, a Malaysian
rapper with a facial deformity, and Jamie Howell, a deaf athlete.​

●​ Social Media: In the Philippines, from August to October 2022, Colgate launched a mini-game
encouraging users to share their “Smile Strong” stories for a chance to win prizes like motorcycles and
laptops. This initiative quickly gained traction, fostering discussions and engagement among social
media users.​

●​ PR: The “Smile Strong” campaign garnered attention from reputable marketing news outlets such as
Branding in Asia, The Drum, and Campaign Brief Asia, amplifying its reach and impact.​

Results
The “Smile Strong” platform, implemented across various countries, achieved significant success:

●​ In 2021, Colgate’s global net revenue reached $17.4 billion, a 6% increase from $16.4 billion in 2019.​

●​ Ranked 4th in the “Best Brand in Australia 2022” list by YouGov, with Colgate being the only oral care
brand in the top 10.​

●​ In Q4 2022, purchase intent for Colgate increased by 5% compared to the same period in 2021.

IKEA – Regaining the Top Spot Through Persistence

with the ‘The Wonderful Everyday’ Communication
Platform
Brand: IKEA

Client: IKEA Group

Industry: Home Furnishings

Market: United Kingdom

Background
IKEA, the Swedish home furnishings brand, opened its first store in the UK in 1987. Initially, UK consumers were
impressed by IKEA’s unique style, affordable prices, and quick and convenient shopping experience. By 2013,
IKEA led the market with 19 stores and held a 6% market share in the UK. Despite steady growth, IKEA realized
it was not the top-of-mind brand for customers when thinking of home furnishings. Moreover, IKEA had not
established an emotional connection with customers through everyday moments, especially compared to
competitors like John Lewis.
Objectives
●​ Business Objective: Protect market leadership and reclaim market share from competitors.​

●​ Communication Objective: Build an emotional connection with customers through everyday moments.​

●​ Marketing Objective: Attract new customers and encourage more frequent purchases.​

Insight
“It’s the small things that make a big difference.”

Everyday activities are often considered mundane and repetitive, lacking memorability. Therefore, most people
overlook the good things in daily life, focusing instead on special occasions or annual celebrations. IKEA wanted
to convey the message that the simple, everyday moments are truly important, not just the rare events that
happen once a year. These could include daily activities like taking children to school or preparing dinner.

Creative Idea
The power and beauty of authentic smiles.

With the “Smile Strong” communication platform, IKEA collaborated with agencies worldwide to capture genuine
and inspiring smiles through everyday moments.

The campaign featured real stories of individuals who overcame adversity with a smile, such as a mother facing
societal judgment, a girl with Down syndrome proving her abilities, and a rapper who triumphed over challenges.
These narratives highlighted that, despite imperfections, a smile can be a powerful tool to face difficulties and
embrace a positive future.

Execution
●​ TVC: The “Smile Strong” platform was implemented globally, with TVCs showcasing heartfelt stories of
individuals who smiled through adversity. Notable examples include the story of Airliftz, a Malaysian
rapper with a facial deformity, and Jamie Howell, a deaf athlete.​

●​ Social Media: In the Philippines, from August to October 2022, IKEA launched a mini-game encouraging
users to share their “Smile Strong” stories for a chance to win prizes like motorcycles and laptops. This
initiative quickly gained traction, fostering discussions and engagement among social media users.​

●​ PR: The “Smile Strong” campaign garnered attention from reputable marketing news outlets such as
Branding in Asia, The Drum, and Campaign Brief Asia, amplifying its reach and impact.​

Results
The “Smile Strong” platform, implemented across various countries, achieved significant success:

●​ In 2021, IKEA’s global net revenue reached $17.4 billion, a 6% increase from $16.4 billion in 2019.​

●​ Ranked 4th in the “Best Brand in Australia 2022” list by YouGov, with IKEA being the only home
furnishings brand in the top 10.​

●​ In Q4 2022, purchase intent for IKEA increased by 5% compared to the same period in 2021.​
Sunsilk – Let Hair Tell the Story
Brand: Sunsilk

Client: Unilever

Industry: Hair Care

Market: Thailand

Background
In Thailand, the personal care and beauty market is highly competitive, with numerous international and local
brands vying for consumer trust. To stand out, brands often launch new and improved products to cater to diverse
consumer needs. However, most promotional activities focus on product features and utilize high-profile
celebrities or influencers to increase reach.

In 2018, Sunsilk was among the top brands in Thailand. Despite this, maintaining its position and achieving
growth remained challenging due to the prevalence of similar promotional approaches across the industry.

Objectives
●​ Marketing Objective: Maintain market share and brand penetration.​

●​ Communication Objective: Differentiate Sunsilk’s communication approach from the industry’s standard
in 2018.​

Insight
The primary target audience for this campaign was Millennial women. They are active on social media platforms,
frequently sharing beauty and self-care stories. For these women, long, smooth hair is a significant aspect of
femininity. This perception is even more pronounced among transgender women, for whom long, smooth hair
symbolizes their true identity and boosts confidence.

Strategy
Sunsilk aimed to create an emotional connection by focusing on personal stories rather than just product
features. The campaign sought to empower women, particularly transgender women, by highlighting their
journeys and the role of hair in expressing their identity.

Creative Idea
“Let Hair Tell the Story” – showcasing real-life stories of women, especially transgender women, and how their
hair represents their identity and personal journey.

Execution
●​ Content Video: Produced a heartfelt video featuring real stories of women whose hair played a pivotal
role in their self-expression and identity.​

●​ Social Media: Launched a social media campaign encouraging women to share their own hair stories,
using the hashtag #LetHairTellTheStory.​
 ●​ PR: Collaborated with influencers and media outlets to amplify the campaign’s message and reach a
broader audience.​

Results
The campaign garnered significant attention and recognition, earning 16 awards in 2018-2019. It successfully
differentiated Sunsilk’s communication approach, resonated with the target audience, and reinforced the brand’s
commitment to empowering woươme

Heinz – Grow Your Own: Campaign Emphasizing

Ingredient Quality “As Fresh as Homegrown”
Brand: Heinz

Industry: Condiments

Market: United Kingdom

Time: January 2013

Background
H.J. Heinz Company, a global food company based in Pennsylvania, USA, has a tradition of over 130 years,
driven by the philosophy of its founder, Henry J. Heinz, who instilled a passion for food with applications that were
considered revolutionary at the time. He believed that “everyone should seek excellence in everything they do.”

Despite being present in the market for nearly 135 years and having massive product consumption, research by
Heinz revealed that not all consumers were aware of or remembered the message of Heinz Tomato Ketchup. The
challenge for the brand at this time was how to convey the product’s inspiring message to families across the UK,
thereby building in consumers’ minds the goal of a product made from the finest, freshest, and naturally grown
tomatoes.

Objectives
●​ Communicate the product’s inspiring message to families across the UK.​

●​ Build in consumers’ minds the goal of a product made from the finest, freshest, and naturally grown
tomatoes.​

Insight
The campaign idea was developed based on insights from the target consumers, particularly mothers. They are
increasingly knowledgeable and concerned about the health of their family members, especially nutritional health.
Therefore, mothers always want to take good care of their families by striving to find and bring truly fresh,
delicious, nutritious, and safe foods, especially for their children.

Mothers are not easily convinced by advertisements from brands; in other words, they need to “see to believe.”
This is why the “Grow Your Own” campaign – encouraging consumers to grow their own tomatoes – was born.
Creative Idea
“Grow Your Own” – Grow your own delicious tomatoes!

Execution
Heinz encouraged mothers and their children to grow tomato plants, taking care of them diligently and
scientifically according to Heinz’s methods until harvest.

The entire campaign was implemented on social media (Social Media), through a Facebook fan page, where
Heinz received information and provided tomato seeds to those who participated in the campaign, as well as
guidance on scientifically growing tomatoes to harvest ripe and naturally fresh tomatoes.

Additionally, Heinz provided gardening tools designed specifically for children to encourage them to take good
care of the tomatoes. To receive these special gifts, participants only needed to continuously update images of
their tomato-growing process throughout the campaign.

Experience
The campaign targeted the main concern of mothers, which is their children. Through this, it encouraged mothers
to accompany their children in the activity of growing tomatoes.

Mothers and their children across the UK were encouraged to grow tomato plants themselves. To participate in
growing tomatoes, mothers and children only needed to register at the “Grow Your Own” Facebook page, fill in
their personal information such as name, address, email, city, etc. Based on this information, Heinz distributed
free tomato seed packets, packaged in special designs for the campaign.

When the children received the tomato seeds from Heinz Ketchup, they began planting them themselves. At
each stage of the plant’s development, they were encouraged to take photos and upload them to the
“Greenhouse Gallery” on the campaign’s Facebook App.

These photos were not only stored in the “Greenhouse Gallery” but also shared by many Facebook users on their
personal pages as encouragement and motivation for those who were and would join Heinz in growing tomatoes
throughout the campaign.

Consumer Promotion
By uploading photos to the “Greenhouse Gallery,” children had the opportunity to win exclusive Heinz Tomato
Ketchup-branded garden goodies such as small shovels, buckets, rakes, watering cans, etc., all designed to be
cute and suitable for children.

Game
During the tomato-growing process, mothers and children received necessary guidance by downloading
materials from the “Tomato School” – an information library about cultivation compiled and advised by Heinz’s
gardening experts. From there, they could harvest delicious, quality tomatoes. The Tomato School content was
divided into four main sections:

●​ Heinz Farmers: Learn about the Heinz farmers who grow the best tomato seeds for Heinz Ketchup.​

●​ Tomato Trivia: Become a tomato cultivation expert with tips from Heinz.​

●​ Growing Guide: The development process of tomatoes.​

 ●​ Tasty Tomato Recipes: Where to share tomato-based recipes.​

Additionally, participants had the opportunity to join the “Grow Your Own” game. The application simulated tomato
cultivation, helping users experience before starting to grow their own delicious tomatoes. The game content was
designed according to stages of planting seeds, caring, harvesting, etc., divided into levels to challenge and
create excitement for players.

Packaging
To support the campaign and boost sales during the campaign period, Heinz launched a series of limited edition
products with packaging designs reflecting the campaign’s message, weighing 460g and 720g. The products
were distributed on store shelves across the country.

Results
With its creative idea, Heinz’s “Grow Your Own” campaign became one of the brand’s most successful social
media campaigns (as of 2013).

The “Grow Your Own” game on Heinz’s Facebook garnered 59,203 plays. Bloggers and Facebook users
expressed their love for the campaign with thousands of positive shares.

During the campaign, Heinz’s Facebook page gained a massive 66,396 new likes and interacted with over 11
million people on Facebook, more than a third of Facebook users in the UK at that time.

The brand distributed over 31,000 packets of tomato seeds. This means thousands of mothers and their children
researched and experienced growing their own delicious tomatoes from Heinz Tomato Ketchup. Through this,
they also understood more about the role and freshness of tomatoes in making Heinz Ketchup bottles that they
and their families use daily.

Heinz Ketchup successfully conveyed the brand message to every family that “Heinz’s tomatoes are grown
naturally and of high quality, not made by any other means.”

CASE MILO
CLOSEUP
CÁC ĐỀ BÀI THU THẬP ĐƯỢC

ĐỀ 1:
Câu 1: (2.0 điểm)

Têt Tân Sửu 2021, OMO tung ra MV ca nhạc Tết "Cả ngàn lời chúc" đền với giới trẻ với sự kết hợp của hai nghệ
sĩ Suboi và Rhymastic, truyền tải thông điệp về một cái "Tết xanh" với hành động trồng cây bảo vệ môi trường.
Mở đầu bài hát, lời ca theo phong cách nhạc rap nêu tình trạng chúc "suông", thiếu chân thành đang tiếp diễn
hàng năm, để sau đó đưa ra cách giải quyết: "Lời chúc chỉ là một chút nguyện vọng - Để thành phúc, cần một lúc
hành động". Khâu hiệu "Lời chúc hóa hành động - Lấm bẩn mang điêu hay" của nhãn hàng OMO được lông
ghép ở cuối MV kêu gọi mọi người biến lời chúc thành hành động lấm bẩn trên khắp Việt Nam; cụ thể là trồng
cây, gieo an lành cho năm mới.

Hãy cho biết chiến thuật sáng tạo thu hút được lựa chọn ở đây là gì? Trong tình huống này, anh/chị cho rằng
chiến thuật này có ưu điểm và nhược điểm gì?
Câu 2: (2.0 điểm)

Theo Bệnh viện Răng hàm mặt Trung ương, 85% trẻ em Việt Nam từ 6-8 tuổi bị sâu răng sữa, là tác hại của việc
trẻ chưa chải răng 2 lần mỗi ngày. Tuy vậy, các ông bố bà mẹ cũng có phần trách nhiệm khi 30% cho biết
thường bỏ qua việc đánh răng mỗi tối cho trẻ. Hè 2018, P/S Việt Nam kết hợp với Mindshare thực hiện chiến
dịch "Cuộc phiêu lưu của vua Leo và những người bạn" tạo hình những nhân vật hoạt hình in trên bao bì dòng
sản phẩm mới, kết hợp với công nghệ AR trên thiết bị di động. Chỉ cần một thiết bị thông minh có camera trước,
cả mẹ và bé có thê tham gia vào hành trình 21 ngày thay đổi hành vi đánh răng qua tương tác trực tiếp với các
nhân vật, trong đó mỗi đêm là một thử thách làm quen với các nhân vật mới như Ngư Phủ Frank, Sơn Dương
Mike, Đội Trưởng Jean...để dẫn dắt các bé qua buổi vệ sinh răng miệng đầy thú vị, khiến bé phải ngóng trông
đến giờ chải răng. Âm nhạc bắt tai cùng các hoạt đông tương tác vui nhộn vừa thu hút, vừa dạy trẻ đánh răng
đúng cách. Anh/chị hãy đánh giá hoạt động truyền thông nêu trên của P/S Việt Nam trên các phương diện phù
hợp với công chúng mục tiêu và định vị thương hiệu?

Question 1:
In the Tet campaign of the Year of the Ox 2021, OMO launched a Tet music video titled “Cả Ngàn Lời Chúc”
(Thousands of Wishes), featuring artists Suboi and Rhymastic. The video conveyed the message of a “green Tet”
through the act of planting trees to protect the environment. The song’s lyrics highlighted the issue of insincere
well-wishing, stating that wishes alone are not enough and should be followed by actions. The campaign’s
slogan, “Lời chúc hóa hành động - Lấm bẩn mang điều hay” (Wishes turn into actions – Get dirty for good),
encouraged people to transform their well-wishes into tangible actions, such as planting trees, to bring about
positive change.

What creative strategy was employed in this campaign? What are its advantages and disadvantages?

Creative Strategy:

The creative strategy used in this campaign can be described as a purpose-driven marketing strategy
(cómụcđíchrõràng), which aligns the brand’s message with a meaningful social cause. Instead of relying solely
on typical product-based advertising, the campaign shifted its focus to environmental sustainability, encouraging
people to move beyond the superficial nature of traditional Tet well-wishing. By integrating the action of planting
trees into the message, OMO not only highlighted the importance of environmental protection but also
encouraged viewers to make a tangible, positive impact on the environment. The incorporation of music and
collaboration with popular artists such as Suboi and Rhymastic helped amplify the message in an engaging way,
making it more relatable and shareable among a younger, socially-conscious audience.

Advantages:

●​ Emotional Connection: The campaign was designed to resonate emotionally with the audience by
addressing a culturally significant time (Tet) and connecting it to a cause that is universally understood:
environmental protection. The message encouraged people to take real action during a period where
well-wishing is customary, making it more impactful.​

●​ Brand Alignment with Social Responsibility: By focusing on a meaningful cause, OMO positioned itself
as a brand that cares about the environment and social responsibility, building trust and loyalty among
consumers who value these qualities.​

●​ Engagement Potential: The combination of an energetic music video, popular artists, and a call to action
to plant trees created high engagement potential. This type of campaign has the ability to go viral on
social media, increasing brand visibility and fostering positive word-of-mouth.​

Disadvantages:

●​ Executional Challenges: While the message is powerful, encouraging large-scale, real-world

participation in tree planting may require more than just awareness—it needs tangible support like
resources, locations for planting, or community involvement. Without a clear plan for these practical
 elements, the impact of the call to action could be limited.​

●​ Short-Term Focus: While the campaign effectively encourages immediate action, the long-term
sustainability of such campaigns may be uncertain. People may feel motivated during Tet but may not
continue environmental actions in the long term without continuous engagement or follow-up initiatives
from OMO.​

Question 2:
According to the Central Institute of Odonto-Stomatology, 85% of Vietnamese children aged 6-8 suffer from milk
tooth decay due to not brushing their teeth twice daily. However, 30% of parents admit to neglecting to help their
children brush their teeth at night. In the summer of 2018, P/S Vietnam collaborated with Mindshare to implement
the campaign “Cuộc Phiêu Lưu của Vua Leo và Những Người Bạn” (The Adventure of King Leo and His
Friends), featuring animated characters on the packaging of a new product line, combined with AR technology on
mobile devices. With just a smart device with a front camera, both parents and children could participate in a
21-day journey to change brushing habits through direct interaction with characters, making tooth brushing a fun
and anticipated activity.

Evaluate P/S Vietnam’s communication activity in terms of its suitability for the target audience and brand
positioning.

Suitability for Target Audience:

This campaign was highly suitable for the target audience, which primarily consists of parents (particularly
mothers) and children aged 5-12. Recognizing that children are more likely to engage in activities that are fun
and interactive, P/S strategically incorporated augmented reality (AR) technology to create an immersive,
gamified experience. By turning tooth brushing into a game and encouraging children to interact with animated
characters, the campaign effectively made a typically mundane activity exciting and enjoyable. The involvement
of parents was crucial as well; they were encouraged to guide their children through the process, ensuring that
the campaign remained relevant and effective in changing brushing habits. This approach also spoke directly to
parental concerns about children’s oral health, providing both entertainment and educational value.

Brand Positioning:

P/S has long been established as a trusted family brand in Vietnam, with a focus on oral care and oral health
education. This campaign reinforced the brand’s position by aligning it with values of fun, education, and health.
By making oral hygiene more engaging for children, P/S demonstrated its commitment to improving children’s
health in a way that appeals to both children and parents. This campaign not only promoted the brand’s product -
P/S toothpaste - but also reinforced the company’s role as a positive influence in the daily lives of its consumers.
The use of technology and innovation (AR) also helped position P/S as a modern, forward-thinking brand that
embraces creative solutions to encourage healthy habits.

Conclusion:

The “Cuộc Phiêu Lưu của Vua Leo và Những Người Bạn” campaign was highly successful in terms of engaging
both the target audience and reinforcing P/S’s brand values. By addressing a critical issue (dental hygiene) in a
fun and innovative way, the campaign effectively reached its goal of making tooth brushing more enjoyable and
motivating for children, while maintaining P/S’s position as a trusted family-oriented brand in the oral care
category.
QUESTION 3:

QUESTION 4:

Câu 4 (4đ)

Trong mắt NTD, Heineken đc nhận định là bia cao cấp, "hào nhoáng", phù hợp với những bữa tiệc sang trọng.
Năm 2019, Heineken ra mắt sp Heineken Silver hướng tới KHMT Millennials (20-35t) có thu nhập cao, sống ở
thành thị, có lối sống sôi động, tích cực, ưa thích trải nghiệm. Đây là nhóm KH sinh ra và lớn lên với sự ptr mạnh
mẽ của công nghệ, kinh tế. Thêm vào đó, xu hướng tiêu thụ bia của nhóm này có sự chuyển dịch. Họ chọn uống
các sản phẩm có nồng độ cồn nhẹ và vị ít đắng hơn. Trước bối cảnh này, Heineken nhận thấy mình cần thay đổi.
Thế nhưng, thay vì lựa chọn đổi công thức cho dòng bia vốn có, thương hiệu ra mắt sản phẩm mới vừa phù hợp
với nhu cầu tiêu dùng hiện đại, vừa có khả năng "du nhập" dễ dàng hơn vào các cuộc chơi của giới trẻ ngày nay.
Tết 2022, Heineken lên kế hoạch thực hiện chiến dịch truyền thông để hình ảnh thương hiệu trở nên trẻ trung,
năng động, gần gũi với slogan "Nhẹ êm mà Đậm chất*, Heineken Silver kỳ vọng trở thành ng bạn đồng hành
hoàn hảo trong các cuộc vui của Millennials.

4.1. (2đ) Anh chị đề xuất ý tưởng sáng tạo thông điệp cho cdích truyền thông (Big idea), làm rõ ý tưởng anh chị
đề xuất kết nối đến (1) đặc điểm, khát vọng của CCMT, (2) đặc tính thương hiệu?

4.2. (2đ) Hãy lựa chọn loại hình thu hút, công cụ truyền thông, từ đó đề xuất hướng triển khai ý tưởng thành
thông điệp truyền thông cụ thê.

eng ver.

In the eyes of consumers, Heineken is seen as a premium beer, “glamorous,” suitable for luxurious parties. In
2019, Heineken launched the Heineken Silver product aimed at Millennials (ages 20-35) with high incomes, living
in urban areas, with a lively and active lifestyle, and a preference for experiences. This group of consumers grew
up alongside the rapid development of technology and the economy. Additionally, the beer consumption trend of
this group has shifted. They prefer products with lower alcohol content and a less bitter taste. In this context,
Heineken realized it needed to change. However, instead of changing the formula of its existing beer line, the
brand launched a new product that would both cater to modern consumer needs and integrate easily into today’s
youth culture. In Tet 2022, Heineken planned a media campaign to make the brand appear younger, more
dynamic, and relatable with the slogan “Light and smooth, but rich in character.” Heineken Silver aims to become
the perfect companion in the social gatherings of Millennials.

4.1. Propose a creative idea (Big Idea) for the communication campaign. Explain how your proposed idea
connects to:

(1) the characteristics and aspirations of the target audience (Millennials),

(2) the brand’s attributes.

4.2. Choose the type of media and communication tools, then propose how to implement the creative idea into a
specific communication message.

4.1 Answer (Big Idea):

Big Idea: “Sipping Right, Living Right”

Creative Explanation:

1.​ “Sipping Right”: This part of the idea reflects Heineken Silver’s position as a lighter, smoother beer that
Millennials can enjoy in the context of their active, balanced lives. It suggests the choice to enjoy a
premium beer that is easy-going and perfect for social occasions, without the heaviness that traditional
beers may have. “Sipping right” embodies the concept of responsible enjoyment that fits their fast-paced
lifestyle.​

2.​ “Living Right”: This aligns with the values that Millennials prioritize—living consciously, having fun
responsibly, and making meaningful connections. It’s about making intentional choices, such as
selecting Heineken Silver for social moments, while also leading a lifestyle full of authentic experiences.
This idea connects to their desire for authenticity, balance, and enjoying life in a way that fits their
personal values.​

Connection to (1) Target Audience’s Characteristics and Aspirations:

●​ Lifestyle: Millennials are characterized by their busy, active, and social lifestyles. They are not just
looking for a drink; they seek a lifestyle companion that complements their experiences. Heineken Silver
offers an opportunity for them to enjoy quality moments without the heaviness of traditional beer. This
resonates with Millennials who value lightness, ease, and enjoyment in all aspects of life.​

●​ Social and Experiential Needs: Millennials are highly social, placing value on experiences over material
goods. They want products that can seamlessly fit into their vibrant lives and enhance their social
gatherings. The concept of “Sipping Right, Living Right” fits their desire for experiences that are not just
fun but genuine and meaningful, which is what Heineken Silver offers: a drink that amplifies social
moments and improves their lifestyle.​

Connection to (2) Brand’s Attributes:

●​ Premium yet Accessible: Heineken is already a well-established premium brand, known for quality.
Heineken Silver, while catering to a younger audience, maintains this premium image but with a focus
on lightness and approachability, making it easier for Millennials to integrate into their social rituals.
“Sipping Right” reinforces the message of quality without the heaviness traditionally associated with
beer.​

●​ Sophistication with Modernity: While Heineken Silver is lighter and smoother, it still carries the richness
in character that Heineken has always embodied. This brand attribute is captured in the idea of “Living
Right”, which emphasizes making intentional, conscious decisions that align with a modern, dynamic
 lifestyle. Heineken Silver, therefore, remains premium but adapts to the evolving tastes of a younger,
more socially conscious audience.​

4.2 Answer (Media and Communication Tools):

Type of Media and Communication Tools:

1.​ Social Media Campaigns (Instagram, TikTok, Facebook):​

○​ Given that Millennials spend significant time on social media, it’s essential to target these
platforms with engaging, interactive content.​

○​ Instagram Stories: Showcase short, authentic moments of people sipping Heineken Silver at
social gatherings. These can highlight both the lightness of the beer and the rich experiences
that come with it.​

○​ TikTok Challenges: Use TikTok’s viral potential to create a challenge like

#SippingRightLivingRight, encouraging users to post their best moments while enjoying
Heineken Silver, emphasizing how the product enhances social experiences. The challenge
would resonate with Millennials who love creating, sharing, and engaging in fun, viral content.​

○​ Influencer Partnerships: Collaborate with influencers who embody Millennials’ values—fun,

social, and responsible. These influencers can show how Heineken Silver fits seamlessly into
their lives, sharing personal stories of enjoying the drink with friends.​

2.​ Experiential Marketing (Events, Pop-up Experiences):​

○​ Create a series of Heineken Silver pop-up events that mirror the lifestyle of
Millennials—modern, fresh, and fun. For example, set up rooftop bars or pop-up lounges where
attendees can experience the drink in an elevated yet casual environment. These events
should feel exclusive, encouraging Millennials to feel part of something special while enjoying
Heineken Silver.​

○​ Collaborations with Music and Fashion Events: Partner with music festivals or lifestyle events
where the brand can sponsor gatherings that align with the Millennial ethos of freedom,
spontaneity, and vibrancy. Heineken Silver would be a perfect fit for these high-energy, fun
environments.​

3.​ Interactive Mobile Campaigns (AR/VR Experiences):​

○​ Utilize Augmented Reality (AR) to allow consumers to scan Heineken Silver bottles or cans and
unlock exclusive content, such as fun virtual experiences, party playlists, or special discounts
at partnered venues. This kind of gamified interaction will appeal to Millennials’ desire for
engaging experiences and interactive brand touchpoints.​

○​ Mobile App Integration: Create a branded mobile app that allows users to track and share their
Heineken Silver moments. For example, when they attend a pop-up event or share content
online, they earn rewards, exclusive content, or access to special offers.​

4.​ Digital Advertising (Video and Display Ads):​

○​ Create short-form video content for platforms like YouTube, Facebook, and Instagram that
highlights the tagline “Sipping Right, Living Right”, showing groups of friends enjoying
Heineken Silver in various social settings, from casual hangouts to music festivals.​
 ○​ Targeted Display Ads: Use geo-targeted ads to reach Millennials in specific locations like
trendy neighborhoods or near events, reminding them that Heineken Silver is the drink for the
moments that matter.​

Specific Communication Message Implementation:

●​ Social Media Campaign:​

○​ Launch a TikTok and Instagram challenge, #SippingRightLivingRight, encouraging users to

showcase their most fun and spontaneous moments with Heineken Silver. The challenge will
encourage people to share authentic, everyday social experiences, linking the beer with
genuine, positive moments.​

○​ Use influencer partnerships to generate content around the campaign theme, showing how
Heineken Silver is integrated into real-life, meaningful experiences.​

●​ Experiential Marketing Activation:​

○​ Host exclusive Heineken Silver pop-up events, where the brand’s interactive
experiences—such as live music, gaming zones, and influencer interactions—mirror the
lifestyle of dynamic Millennials.​

○​ Leverage event-based marketing to place Heineken Silver as the beverage for real moments.​

●​ Mobile Campaign & Digital Advertising:​

○​ Promote the AR experience and social media engagement on Instagram and TikTok, where
people can unlock content tied to the social experiences they are already sharing with their
friends.

ĐỀ 2:
Câu 1. Liệt kê các tiêu chí đánh giá hiệu quả một thông điệp truyền thông marketing
của một thương hiệu cụ thể tại Việt Nam mà anh chị cho rằng thành công? -
evaluation

Evaluation of Vinamilk’s “Vươn Cao Việt Nam” Campaign

Launched in 2008, Vinamilk’s “Vươn Cao Việt Nam” campaign aimed to provide milk to
underprivileged children across Vietnam. This initiative reflects Vinamilk’s commitment to
social responsibility and its role in promoting health and wellness among the Vietnamese
population.

1. Clarity and Consistency of Message:

The campaign’s core message was clear: “Vươn Cao Việt Nam” encouraged individuals to
take action and pursue their goals, regardless of challenges. This consistent messaging
across various platforms reinforced Vinamilk’s commitment to inspiring positive change in
the community.

2. Relevance to Target Audience:

By focusing on children and their nutritional needs, the campaign directly addressed the
concerns of parents and caregivers, making the message highly relevant to the target
audience.

3. Emotional Connection:

The initiative evoked strong emotional responses from the public, fostering a sense of social
responsibility and community involvement. This emotional connection enhanced brand
loyalty and trust.

4. Differentiation:

At a time when many brands focused solely on product promotion, Vinamilk’s emphasis on
social impact set it apart from competitors, highlighting the brand’s commitment to societal
well-being.

5. Memorable Slogan:

The simplicity and power of “Vươn Cao Việt Nam” made it memorable, ensuring that
Vinamilk remained top-of-mind among consumers.

6. Call to Action Effectiveness:

Encouraging public participation through donations and support, the campaign effectively
mobilized the community, demonstrating the power of a well-crafted call to action.

7. Impact on Brand Image and Loyalty:

The initiative significantly enhanced Vinamilk’s brand image, portraying it as a socially

responsible company, which in turn strengthened customer loyalty.

8. Quantitative Success Metrics:

The campaign’s success was evident in the millions of glasses of milk distributed,
showcasing the tangible impact of effective marketing communication.

9. Adaptability and Innovation:

Vinamilk’s ability to adapt its marketing strategies to include social initiatives demonstrates
its innovative approach to communication.

10. Integration Across Channels:

The campaign was effectively integrated across various media channels, including
television, social media, and public events, ensuring widespread reach and engagement.

In conclusion, Vinamilk’s “Vươn Cao Việt Nam” campaign serves as a prime example of how
a well-executed marketing communication strategy can achieve clarity, relevance, emotional
engagement, differentiation, and measurable success.
Câu 2. Công ty cổ phần Viglacera tiên Sơn Bắc Ninh, thành viên của tổng công ty
Viglacera với nhiệm vụ mục tiêu chiến lược trở thành thương hiệu hàng đầu về gạch
ốp lát Granite ở Việt Nam. Với lợi thế dây chuyền công nghệ Italy a hàng đầu khu vực
Đông Nam Á, lãnh đạo nhân viên có chuyên môn và kinh nghiệm, sản phẩm Granite
có tiêu chuẩn kĩ thuật cao và đã có mặt tại các thị trường quốc tế như Nga, Ukraina,
bỉ, Hoa Kỳ, Italia, Thái Lan, Đài Loan, Ả Rập, Irắc ... Dự kiến năm 2019, Viglacera Tiên
Sơn sẽ xây dựng chương trình truyền thông tại thị trường nội địa với mục tiêu khẳng
định vị thế dẫn đầu thị trường của thương hiệu gạch cút lát Viglacera Tiên Sơn tại
Việt Nam. Yêu cầu liệt kê nội dung các bước cần thực hiện theo kế hoạch truyền
thông trên của Viglacera

Question 2:

Viglacera Tien Son Joint Stock Company in Bac Ninh, a member of Viglacera Corporation,
has the strategic mission to become the leading brand in granite tile production in Vietnam.
With the advantage of state-of-the-art Italian technology, the most advanced in Southeast
Asia, a skilled and experienced leadership team, and granite products that meet high
technical standards, Viglacera Tien Son’s products are already present in international
markets such as Russia, Ukraine, Belgium, the United States, Italy, Thailand, Taiwan, the
Arab countries, and Iraq. In 2019, Viglacera Tien Son plans to launch a communication
program targeting the domestic market with the goal of affirming its leadership in the
Vietnamese granite tile market.

Requirement: List the steps that should be implemented according to Viglacera’s

communication plan.

Giải:

To successfully implement a communication plan for Viglacera Tien Son, aiming to affirm its
leadership in the Vietnamese granite tile market, a well-structured approach should be
followed.

The first step is conducting a thorough situation analysis to assess the current market
environment, identify competitors, and evaluate consumer perceptions of granite products.
This will provide insights into the brand’s current positioning and the opportunities available.

Next, it is crucial to define clear communication objectives, such as strengthening brand

awareness, establishing Viglacera Tien Son as the leading name in granite tiles, and
solidifying its reputation for quality. Once the objectives are set, the next step is to identify
the target audience, which includes construction professionals, real estate developers,
architects, and retailers, all of whom play a role in the decision-making process for
purchasing granite tiles. With a clear understanding of the audience, the company should
develop key messages that emphasize the superior quality of its products, the advanced
Italian technology used in manufacturing, and its high technical standards, which distinguish
Viglacera Tien Son from other players in the market. The selection of communication
channels is also critical—digital platforms, industry publications, trade shows, and direct
engagement through in-store promotions should be utilized to reach the right audience
effectively. The creative strategy should focus on portraying the elegance and durability of
the granite tiles, incorporating visuals that showcase their application in prestigious projects
and the advanced production process. Subsequently, budget planning will be necessary to
ensure the communication plan is executed within the allocated financial resources,
prioritizing the most effective channels and activities.

The next step is to develop a detailed media plan, specifying the timing, frequency, and
media outlets that will best amplify the message. Once the campaign is launched,
continuous monitoring and evaluation will be essential to measure its success through
metrics such as customer engagement, inquiries, and sales growth.

Finally, it’s important to adjust and optimize the strategy based on performance data to
ensure that the communication efforts are achieving the desired results, and to conduct a
thorough post-campaign evaluation to gather insights and learn for future campaigns. By
following this structured approach, Viglacera Tien Son can effectively communicate its value
proposition, strengthen its position in the market, and foster long-term relationships with
customers.

Câu 3. Lựa chọn phương tiện truyền thông là quyết định có ý nghĩa then chốt trong
một chiến dịch truyền thông một số chỉ tiêu quan trọng để đánh giá các phương tiện
là độ bao phủ (reach) và phù hợp (affinity). Một chiến dịch truyền thông cho sản phẩm
viên thuốc Tâm Bình cân nhắc giữa phương án với các thông tin giả định như sau:

Chương trình Tổng khán giả Khán giả trên Phạm vi bao Tỉ lệ khám phá
55 tuổi phủ công chúng thuộc nhóm
mục tiêu (reach) công chúng
% mục tiêu %

Vui khỏe có ích 800.000 650.000

8h15 thứ bảy
VTV3

Tình khúc vượt 700.000 350.000

thời gian 22h30
thứ 7 cuối tháng
VTV9 HD

Về nhà đi con - 2.500.000 550.000

phim truyện 21h
VTV1

Biết rằng quy mô thị trường mà Viên thuốc tâm bình hướng tới là nam / nữ Trên 55 tuổi, ước
tính khoảng 10.000.000 người. Hoàn thành bảng số liệu trên (hai cột cuối) và cho biết thứ tự
anh / chị sẽ yêu tiên giữa ba phương án trên kèm theo lý giải
Câu 4. Ngày 22 Tháng 4, Sony Việt Nam chính thức sau ra đời thế hệ ti vi Bravia 2019
với hàng loạt công nghệ độc quyền mới nhất của hãng. Trong đó tâm điểm chính là
TV Sony Bravia OLED A9G Master Series - sản phẩm thiết lập chuẩn mực đối với trải
nghiệm hình ảnh và âm thanh của rạp chiếu phim tại gia thông qua việc tái hiện hình
ảnh chuẩn xác theo ý đồ của các nhà làm phim. Master Series là tên gọi được Sony
dành riêng cho những dòng TV đem đến trải nghiệm cao cấp từ chất lượng hình ảnh
sâu sắc độ tương phản và độ rõ nét tiệm cận với những màn hình tham chiếu chuyên
dụng trong đó số lượng hình ảnh của dòng TV đầu bảng BRAVIA OLED A9G MASTER
SERIES Kết hợp kinh tế khả năng thể hiện độ tương phản tuyệt đối với góc nhìn rộng
của tấm nền OLED, bộ xử lý hình ảnh XI Ultimate tối tân của sony. Công nghệ âm
thanh acoustic surface audio+ biến toàn bộ màn hình thành một hệ thống loa khổng
lồ, đồng bộ một cách chính xác vị trí âm thanh và hình ảnh đem đến trải nghiệm nghe
nhìn sống động như ngoài đời thật. OLED A9G Còn được trang bị chế độ Netflix
Calibrated Mode kết hợp công nghệ Dolby Vision / Dolby Atmos Tải những hình ảnh
nguyên bản và sống động tại gia với kho phim chất lượng cao của dịch vụ Netflix.
Kiến cuối năm 2019, Johnny Việt Nam sẽ triển khai chương trình truyền thông tạo sự
nhận biết thông qua các sự kiện tại Các thành phố Hà Nội Đà Nẵng Hồ Chí Minh cho
thế hệ TV Bravia 2019
-​ Liệt kê các định hướng sáng tạo thông điệp
-​ Phác thảo ý tưởng thông điệp chính cho chiến dịch truyền thông trên

—— ENG

Question 4 (translated):

On April 22nd, Sony Vietnam officially launched the 2019 Bravia TV series with a range of
the latest exclusive technologies from the company. The main highlight is the Sony Bravia
OLED A9G Master Series TV – a product that sets the standard for home theater picture and
sound experience by reproducing images accurately according to the filmmaker’s intentions.
Master Series is the name Sony reserved for TV lines that bring premium experiences with
deep image quality, contrast, and clarity, approaching that of specialized reference screens.
The flagship BRAVIA OLED A9G MASTER SERIES TV combines economic factors with the
ability to display absolute contrast and wide viewing angles from the OLED panel, alongside
Sony’s advanced image processor, the XI Ultimate. Acoustic Surface Audio+ technology
turns the entire screen into a huge speaker system, perfectly synchronizing the location of
sound with the image, providing an immersive experience like in real life. The OLED A9G is
also equipped with Netflix Calibrated Mode combined with Dolby Vision / Dolby Atmos
technology, delivering original and vibrant images at home with high-quality films from
Netflix’s library. By the end of 2019, Sony Vietnam will implement a communication program
to raise awareness through events in the cities of Hanoi, Da Nang, and Ho Chi Minh City for
the 2019 Bravia TV generation.

• List creative direction for the message.

• Outline the main idea for the communication campaign message.

Answer:

To implement an effective communication strategy for the launch of the Sony Bravia 2019 TV
series, including the OLED A9G Master Series, the following creative directions and key
message ideas should be considered:

1.​ Creative Direction for the Message:​

○​ Highlight the Uniqueness of the Technology: Emphasize Sony’s advanced

technologies such as the OLED panel, Acoustic Surface Audio+, and the XI
Ultimate image processor, which create an unmatched home theater
experience with lifelike sound and images.​
 ○​ Appeal to the Premium Experience: Focus on how the Bravia OLED A9G
offers a premium viewing experience that closely mirrors a cinematic
atmosphere, highlighting the product’s exclusive features like Dolby Vision,
Dolby Atmos, and Netflix Calibrated Mode.​

○​ Sustainability and Innovation: Convey Sony’s commitment to innovation and

sustainability, positioning the Bravia OLED A9G as a forward-thinking,
eco-friendly choice for modern consumers.​

○​ Cultural Connection: Integrate elements of Vietnamese culture by promoting

the TV’s ability to deliver vibrant, lifelike content, enhancing the entertainment
experience for local consumers.​

○​ Immersive Experience: Showcase how the combination of perfect image

reproduction and synchronized sound creates an immersive experience that
transports viewers into the content, making them feel as if they are part of the
action.​

2.​ Outline of the Main Idea for the Communication Campaign Message:​
​
The core message for the campaign should be:​
​
“Experience Cinema at Home – Sony Bravia OLED A9G Master Series: Picture
Perfection Meets Sound Immersion.”​
​
This message will focus on the premium quality and immersive home theater
experience provided by the Sony Bravia OLED A9G. The communication campaign
will emphasize that this TV is not just a product, but an experience that elevates the
way viewers watch movies and shows. By incorporating advanced image processing,
sound technology, and compatibility with streaming services like Netflix, the TV brings
the cinematic experience directly into the living room.​
​
To further drive engagement, the message will highlight how the OLED A9G TV
accurately reproduces the filmmaker’s original intent, ensuring that every detail and
sound is delivered as the creators intended, offering consumers a truly authentic
viewing experience. Events held in Hanoi, Da Nang, and Ho Chi Minh City will focus
on demonstrating the immersive features, allowing consumers to experience
firsthand the superior picture and sound quality of the Bravia OLED A9G.​

This campaign will utilize a blend of experiential marketing (through live events) and digital
channels to spread the message widely, inviting consumers to upgrade their home
entertainment system with Sony’s latest technology.

ĐỀ 3:
 1.​ Kombucha is a healthy fermented drink with Scoby yeast and tea. Kombumcha
in general is believed to have digestion and immunity benefits as it contains
probiotics, antioxidant, and vitamins. In Vietnam, Star Kombucha is the only
computer kombucha drink distributed at Circle K. At the price of 27,000 per
can, the brand wants to attract students and young with discretionary income
around 3 to 4,000,000 a month. However, the sales are still lagging because
youngsters awareness on the products health benefits is low. The question is,
identify the business issues and communication task for Star Kombucha, what
communication tool do you advise the Kobumcha to use in this case and
why?

Business Issues for Star Kombucha:

1.​ Low Brand Awareness:​

​
The primary business issue is the low awareness of Star Kombucha’s health benefits
among the target audience (students and young adults with a discretionary income).
While Kombucha is known for its health benefits globally, this is not yet fully
recognized by the Vietnamese youth market.​

2.​ Misalignment between Price and Perceived Value:​

​
At 27,000 VND per can, Star Kombucha is priced at a premium compared to other
drinks on the market. For students and young adults with a limited budget, they may
not see the value in paying more for a drink they don’t fully understand the benefits
of.​

3.​ Lack of Clear Health Positioning:​

​
While Kombucha is known for its health benefits, this message isn’t clear or
communicated effectively to potential customers. Without proper communication, the
health benefits may not be evident or compelling enough to drive purchases.​

Communication Tasks for Star Kombucha:

1.​ Increase Awareness of Health Benefits:​

​
Star Kombucha needs to clearly communicate the health benefits of the drink, such
as its positive impact on digestion, immunity, and overall wellness. The brand should
aim to educate its target audience on how these benefits can enhance their daily
lives.​

2.​ Create a Connection with the Target Audience:​

​
The brand should position Star Kombucha as not just a healthy drink, but as part of
a lifestyle that resonates with young people who are increasingly focused on health
 and wellness.​

3.​ Build Brand Trust and Credibility:​

​
Because Kombucha is still a relatively niche product in Vietnam, it’s important to
build trust by emphasizing its quality, the natural ingredients used, and the scientific
backing of its health benefits.​

4.​ Overcome Price Sensitivity:​

​
The brand must justify its premium price by highlighting the long-term health
benefits, superior quality, and the unique properties of Kombucha compared to
regular beverages. It’s essential to convey that investing in health now can save
money on future medical costs.​

Recommended Communication Tool:

1.​ Social Media and Influencer Marketing:​

○​ Why: Social media platforms such as Instagram, TikTok, and Facebook are
widely used by students and young adults in Vietnam. These platforms allow
for engaging, visual storytelling, which can help effectively convey the health
benefits of Star Kombucha.​

○​ How: Collaborating with local influencers, especially those in the health,

wellness, or fitness niches, can help spread the message in a relatable and
trusted manner. Influencers can share their experiences with Star Kombucha,
demonstrating how it fits into a healthy lifestyle and how it benefits their
digestion and immunity. By leveraging influencers’ credibility and reach, the
brand can rapidly raise awareness among its target demographic.​

○​ Why It Works: Young consumers are more likely to trust peer

recommendations and authentic testimonials rather than traditional
advertising. Influencer marketing also allows the brand to visually showcase
how the product is integrated into daily routines, which helps the audience
see its practical benefits.​

2.​ Content Marketing and Educational Campaigns:​

○​ Why: To educate the target audience on the health benefits of Kombucha,

Star Kombucha should develop educational content such as blog posts,
videos, or infographics that explain the science behind the product, its health
benefits, and how it can improve daily wellness.​

○​ How: Short-form educational videos or Instagram stories can be created,

showing the probiotic benefits of Kombucha, its role in digestion, and the
immune-boosting properties it offers. This content can be shared across
 social platforms to engage the younger demographic.​

○​ Why It Works: Content marketing helps build credibility and trust. Educational
content positions Star Kombucha as a health-focused brand and fosters
long-term loyalty by providing valuable information to consumers.​

3.​ Sampling and In-Store Promotions:​

○​ Why: Sampling is a great way to introduce Star Kombucha to potential

customers who may be hesitant to try a new product. This method allows
people to experience the taste and benefits firsthand, reducing the risk of
trying something unfamiliar.​

○​ How: Hosting free sampling events at Circle K stores or universities could

allow students to try the product in a familiar environment. Promotions like
“buy one, get one free” or discounts for first-time buyers could also incentivize
purchases.​

○​ Why It Works: In-store promotions and sampling help overcome the barrier of
unfamiliarity with the product. It encourages trial and increases the likelihood
of repeat purchases, especially when paired with a direct explanation of the
product’s benefits.​

Conclusion:

To address the business issues and improve sales for Star Kombucha, the brand must focus
on raising awareness about the health benefits of the product, educating its target audience,
and leveraging the power of social media and influencer marketing. By providing educational
content and using promotional tactics like sampling and in-store discounts, Star Kombucha
can create a stronger connection with young consumers and justify its premium price point.

2.​ Knorr is a condiment brand from Unilever that has been in Vietnam for the last
two decades. Knorr advertise its product as a flavor enhancer that brings
about the roundedness taste to homemade dishes. It targets mothers of all
ages in metropolitan areas of Vietnam. Like many other Unilever brands, Knorr
always tries to innovate and expand its product line to better meet the
customers needs. Recently., Knorr launched its newest organic mushroom
product. Who do you think is the target audience for the new product? Do you
think the Masked Singer Vietnam game show would be an appropriate media to
promote product? Why or why not.

Target Audience for Knorr’s New Organic Mushroom Product:

The target audience for Knorr’s new organic mushroom product would likely be
health-conscious individuals, particularly mothers who are the primary decision-makers in
food purchases within households. Given that Knorr has historically targeted mothers of all
ages, especially in metropolitan areas of Vietnam, this audience would be interested in a
product that aligns with healthier and more natural food choices for their families. The
organic nature of the mushroom product would particularly appeal to consumers who are
looking for cleaner, more nutritious ingredients to incorporate into their cooking.

Additionally, young professionals or millennials in urban areas who are increasingly

conscious of health and sustainability might also be part of the target audience. These
consumers are often looking for convenient yet healthy options, and Knorr’s new organic
product would appeal to their desire for quality ingredients that align with modern dietary
preferences.

Is The Masked Singer Vietnam an Appropriate Media to Promote the

Product?

While The Masked Singer Vietnam is a popular and highly engaging game show, its
suitability for promoting Knorr’s organic mushroom product depends on several factors:

1.​ Audience Profile:​

​
The show attracts a broad audience, including families and young adults, which
aligns with Knorr’s existing target demographic of mothers and urban consumers.
However, the show’s primary focus is entertainment, and its viewers may not
necessarily be in the mindset of seeking out healthier food products. The show’s
audience is diverse, and while some may be interested in cooking or food-related
products, others might not engage with a brand like Knorr in the context of a game
show.​

2.​ Brand Alignment:​

​
Knorr is a brand associated with enhancing everyday cooking, and promoting an
organic mushroom product fits into its healthy, innovative product range. However,
the entertainment focus of The Masked Singer may not fully align with the brand’s
image of a trusted, everyday cooking companion. The show could dilute the
health-conscious and organic messaging Knorr is trying to convey for this new
product.​

3.​ Engagement and Relevance:​

​
The Masked Singer Vietnam could be a useful tool for building broad awareness,
especially through visually appealing and humorous content. However, the audience
may not have the time or inclination to seriously engage with the product’s benefits
during an entertainment-based show. For a product that emphasizes organic, healthy
ingredients, a more direct or informative channel, such as cooking shows, social
media influencers in the health or wellness niche, or lifestyle blogs, may resonate
more effectively with the target audience.​
Conclusion:

While The Masked Singer Vietnam could potentially provide wide exposure for Knorr’s
organic mushroom product due to its large and diverse viewership, it may not be the most
appropriate platform to deeply engage the target audience about the product’s health
benefits and organic nature. The show’s focus on entertainment may not align with the
health-conscious messaging Knorr seeks to communicate. A more suitable media channel
might include cooking or lifestyle shows, influencer partnerships in the health and wellness
space, or social media campaigns that can focus on the organic, nutritious aspects of the
new product and connect directly with health-conscious mothers and urban professionals.

3.​ Redoxon is a vitamin supplement product brand owned by German

multinational pharmaceutical company, Bayer. In 2024, Redoxon collaborated
with celebrity - chef Cẩm Thiên Long and nutritionist Đào Thị Yến Phi to create
recipes, which were shared through a short video tutorials. The videos content
links to e-commerce platform, Shopee, were those who made a purchase
received a special bundle of ingredients to have them create their chosen
recipe recipe. They also hosted affiliate, live streams and branded video games
on the platform. Redoxon also partner with Cooky, mobile app for sharing
recipes to launch a contest for its fans to create and share the best recipe
a.​ Distinguish main marcom tool and their function.
-​ Identify measure communication, tools, and their contribution in Redoxon
promotional campaign
b.​ understand the management of Marcom efforts
-​ identify and evaluate the creative strategy and tactics the choice of
media/touch points that production has been using in this campaign
c.​ Comprehend the internal and external factors that influence marketing
communication activities. Imagine your promoting a jewelry brand. How would
your choice of marketing communication activity refer from promoting a new
fitness tracker
d.​ Explain respective practice of measure must come to an integrated marketing
communication programs. Supposed your out projected for 2025 is to enhance
brand consideration for the luxury brand. Select and describe a potential target
audience, and propose a communication activity to reach those target
audience.

1. Main Communication Tools and Their Function in Redoxon’s

Promotional Campaign

Main Communication Tools:

1.​ Celebrity Endorsement and Influencer Partnerships:​

​
Redoxon collaborated with celebrity chef Cẩm Thiên Long and nutritionist Đào Thị
Yến Phi. Celebrity endorsements serve to enhance credibility and trust, as they allow
the brand to tap into the personalities’ existing audiences. Their expertise adds value
 to the messaging, and their influence drives attention to the campaign.​

2.​ Video Tutorials:​

​
Short video tutorials featuring the celebrities and nutritionists demonstrate how to
use Redoxon in recipes. Videos are engaging and can communicate detailed
instructions clearly and concisely. They also serve as an interactive tool to educate
customers about the product’s benefits, while also offering a fun and engaging way to
showcase the product.​

3.​ E-commerce Platform (Shopee):​

​
Linking the video content to an e-commerce platform like Shopee allows Redoxon to
seamlessly drive online sales. The promotional tactic—offering a special bundle of
ingredients for those who make a purchase—provides both an incentive and a call to
action, encouraging immediate purchase behavior.​

4.​ Affiliate Marketing and Live Streams:​

​
Affiliate marketing through live streams allows Redoxon to reach consumers directly
in an engaging format. Live streams provide an opportunity for real-time interaction,
fostering a sense of urgency and personal connection with the brand. Affiliates can
also incentivize purchases by offering discounts or exclusive bundles during the live
event.​

5.​ Branded Video Games and Interactive Contests:​

​
Redoxon’s use of branded video games and contests (in partnership with Cooky)
further engages customers in an interactive way. It not only reinforces brand loyalty
but also encourages user-generated content, where fans can share their recipes,
promoting social sharing and creating buzz around the brand.​

Communication Tools’ Contribution in Redoxon’s Promotional

Campaign:

These communication tools work synergistically to boost brand awareness, educate the
target audience about the health benefits of Redoxon, and drive engagement through
entertainment and incentives. They engage multiple senses (visual, auditory, and even
tactile), create shareable content, and use peer influence to generate word-of-mouth
marketing. This multi-channel approach helps create a comprehensive customer journey that
leads to higher brand interaction and, ultimately, sales.

2. Creative Strategy and Media/Tactics in Redoxon’s Campaign

Creative Strategy:
The creative strategy behind Redoxon’s campaign centers around engagement through
education and entertainment. By partnering with well-known personalities in the culinary and
nutrition fields, Redoxon associates itself with expertise and trust. The videos, contests, and
interactive events appeal to consumers who are looking for healthy living solutions,
presented in a fun and easily accessible manner.

Tactics:

1.​ Video Tutorials and Recipe Sharing:​

​
The use of tutorial videos for recipe creation links directly to the product, making it
easy for consumers to see the product’s role in everyday life. This tactic connects
health benefits with tangible, enjoyable experiences like cooking.​

2.​ E-commerce Integration:​

​
Shopee’s integration is key in facilitating sales, particularly with the added incentive
of product bundles. It streamlines the purchase process and makes the transition
from engagement to purchase seamless.​

3.​ Affiliate Marketing and Live Streams:​

​
These tactics target a specific, tech-savvy, and socially engaged demographic,
fostering a sense of immediacy and exclusivity. Live interactions with influencers
build a sense of community and drive urgency.​

4.​ Branded Video Games/Contests:​

​
These tactics create a deeper connection with the audience by encouraging them to
create content and share their experiences, making them a part of the brand’s
narrative.​

Choice of Media/Touchpoints:

●​ Social Media & Video Content (Facebook, YouTube, TikTok): The campaign’s choice
of platforms allows Redoxon to reach a broad audience, especially health-conscious
consumers who use social media for recipe inspiration.​

●​ E-commerce Platforms (Shopee, Cooky App): By integrating the shopping

experience with recipe creation, Redoxon leverages convenient, interactive
touchpoints that increase purchase likelihood.​

3. Internal and External Factors Influencing Marketing Communication

Activities
Internal Factors:

1.​ Brand Values and Image: Redoxon’s established reputation as a health-focused

supplement brand drives its choice of message and media. The brand is focused on
credibility and trust, hence its partnerships with experts in health and nutrition.​

2.​ Marketing Resources: Redoxon’s partnership with Shopee, the use of celebrity chefs,
and live-streaming events suggest significant investment in digital and influencer
marketing, pointing to strong resource allocation for online engagement.​

External Factors:

1.​ Consumer Trends: Growing interest in health and wellness, especially

post-pandemic, influences how consumers approach supplements. This trend is
evident in the campaign’s focus on natural ingredients and recipe-based promotions.​

2.​ Market Competition: With increasing competition in the vitamin and supplement
sector, Redoxon’s interactive, multi-platform campaign helps it stand out by offering
direct value (through bundle deals) and deeper consumer engagement.​

Marketing Communication Activity for Jewelry Brand vs. Fitness Tracker:

●​ Jewelry Brand:​
​
For a jewelry brand, I would likely emphasize the aesthetics and exclusivity of the
product. Communication efforts would likely focus on creating an aspirational image,
using high-quality visuals and influencer endorsements. The target audience might
consist of luxury-seeking, fashion-forward individuals who value personal expression.
Media platforms like Instagram, Pinterest, and luxury lifestyle magazines would be
key.​

●​ Fitness Tracker:​
​
For a fitness tracker, the focus would be on health, fitness, and technology.
Communication would emphasize the practical benefits of the tracker, such as how it
supports a healthier lifestyle or helps users reach their fitness goals. Media platforms
like fitness YouTube channels, health and wellness blogs, and app partnerships
would be important for reaching the target audience, which might consist of active
individuals or those looking to improve their physical health.​

4. Integrated Marketing Communication Program for a Luxury Brand in

2025

Measurement in Integrated Marketing Communication (IMC):

To measure the effectiveness of an integrated marketing communication program, you need
to use a combination of quantitative and qualitative metrics to assess the reach,
engagement, and impact of your activities across different channels. Some key practices
include:

1.​ Brand Awareness and Recognition: Track how much visibility the brand gains
through the chosen communication activities. Metrics such as reach, impressions,
and media coverage are vital for understanding if the target audience is being
exposed to the brand message.​

2.​ Engagement Metrics: For luxury brands, engagement is often measured through
social media interactions (likes, shares, comments) and event attendance (for VIP
events or exclusive product launches). Tracking audience interactions with content,
such as video views or time spent on the website, can give insights into the
effectiveness of your campaigns.​

3.​ Brand Consideration and Purchase Intent: One of the ultimate goals is to drive
consumers toward considering the brand as their next purchase. Surveys or polls
conducted post-campaign, asking consumers about their familiarity or likelihood to
purchase, can measure brand consideration. Tools like Google Analytics or
conversion tracking can help assess if marketing efforts have led to website visits or
actual sales.​

4.​ Customer Sentiment and Loyalty: Customer satisfaction surveys and feedback
mechanisms provide valuable insights into the perception of the brand after
marketing efforts. Net Promoter Score (NPS) is a common metric used to measure
customer loyalty and satisfaction.​

Target Audience for Luxury Brand (2025):

The target audience for enhancing brand consideration for a luxury brand in 2025 would
likely be high-net-worth individuals (HNWI) aged 30-50 with an affinity for high-end,
exclusive products. This audience includes successful professionals, entrepreneurs, and
individuals with disposable income, who are interested in unique, high-quality products that
represent status, craftsmanship, and exclusivity.

Proposed Communication Activity:

1.​ VIP Experiences and Exclusive Events:​

○​ Luxury Brand Ambassadors and Collaborations: Host invitation-only events,

such as private showings, exclusive dinners, or behind-the-scenes
experiences, where VIP clients can see and experience the brand firsthand.
These could be partnerships with high-end art galleries, fashion shows, or
luxury auto brands.​
 ○​ Personalized Invitations and Experiences: Provide an elevated experience by
offering tailored invitations or private viewing of new collections. This type of
bespoke interaction creates a deeper emotional connection with the
audience.​

2.​ Influencer and Celebrity Endorsements:​

○​ Partner with top-tier celebrities or influencers who already align with the
luxury lifestyle and share similar values as the brand. This would help in
reinforcing the luxury brand’s image and attracting the desired clientele.​

3.​ High-Quality Content Marketing:​

○​ Develop sophisticated, aspirational content showcasing the artistry,

craftsmanship, and exclusivity of the brand. High-end, beautifully crafted
video ads and photo shoots should be distributed across platforms like
Instagram, high-fashion magazines, and luxury lifestyle websites. Highlighting
product stories, the making process, and the uniqueness of the brand would
resonate deeply with the target audience.​

4. A communication campaign for BoniDiabet (supplement for supporting diabetes

treatment, which helps reduce cholesterol level and blood sugar) consider three
options with the following information. Given the target market of BoniDiabet is
men/women over 55 years old, estimate a 10 million people, complete the table and
indicate your priority among the three options and explain your choice

Media Total Composition Cost Reach Cost per

audience (% audience thoudsand
matching
brand’s
target
customer)

Health & Life 100.000 90 15 mil

magazine
(published
every
sunday, full
colored
cover 4)

Youth 1.000.000 20 60 mil

boutique
(Quận
Thanh xuân,
20h40 first
Sunday of
the month,
VTV1, TVC
15 second)

The 1.500.000 50 50 mil

unforgettable
days - movie
seried 21H
VTV1, TVC
15 seconds