HOA SEN UNIVERSITY

IMC REPORT

Canon Vietnam’s
“Photo Booth of Love”
Campaign

Lecturer: Ms. Trần Nguyễn Kiều Vân

Group 2 Members:
Võ Nguyên Vũ — 2162345
Huỳnh Tú Trang — 2162357
Trương Vĩnh Phúc — 2162274
Trương Thị Yến Nhi — 2162284
Lê Thanh Hoàng — 2162212
Nguyễn Thị Ngọc Hiếu — 2172380

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 TASK ASSIGNMENT

Students Tasks
Võ Nguyên Vũ IMC Tools
Huỳnh Tú Trang Program Analysis, Detailed Plan
Lê Thanh Hoàng Macro Environment
Nguyễn Thị Ngọc Hiếu Micro Environment, Intro parts
Trương Thị Yến Nhi Marketing Analysis, Detailed Plan
Trương Vĩnh Phúc IMC Strategy

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 ABSTRACT

Taking a photo is always a casual way to capture everyday’s moment in your

life. But now, someone will take your photo, and take… your money too. Will
you be willing to follow this action? This strategy, about Canon’s Campaign
“Photo Booth of Love” will make you change your mind.

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 CONTENTS

Abstract 3

Contents 4

Listing of images and tables 7

 Images
 Tables

Thanks 8

Introduction 9

Environmental Influences 10

Micro Environment 10

Company 10

Suppliers 11

Marketing Intermediaries 11

Competitors 12

Public 13

Customers 13

Macro Environment 14

Demography 14

Political 14

Economic 14

Technological 15

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Social & Cultural 15

Program Analysis 16

Program Intro 16

Overview 16

Vision, Mission, and Objective 16

Vision 16

Mission 16

Objective 16

Program Category 17

Raising Fund Activities 17

Distribution Day at Dong Nai 17

Marketing Analysis 17

4Ps 17

Media Availability 18

Coordinators (Volunteers, Club, Sponsors,…) 18

Similar Programs 18

IMC Plan 20

IMC Tools 20

Print Media (Flyers) 20

Digital (Social Media) 20

Event and Sponsorship 20

Word of Mouth 20

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Point of purchase (Booth) 20

Strategy 21

Goal 21

Target Audience 21

Time 21

Finance 21

Message 21

Tools 22

Detailed Plan 23

Phase 1: Sponsorship, Media Plan 23

Sponsor 23

Media Plan: SNS Content Timeline 23

Budget 23

Phase 2: Raising Funds 24

Preparation 24

Point of Purpose (Fund box, booth,…) 24

Media Plan: Standees, SNS Content Timeline 24

Phase 3: Activities 25

Distribution Day 25

Phase 4: Conclusion 26

Conclusion 27

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 LISTING OF IMAGES AND TABLES

 Images

Image Page
Canon Governance Structure (Source: 10
Canon Annual Report 2008)
CY Q1 2006 Financial performance 12
(Source:
http://static.seekingalpha.com/wp-
content/seekingalpha/images/crowley2.gif)

 Tables

Table Page
Media Plan: SNS Content Timeline 23
Budget 23
Media Timeline 24

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 THANKS

We would like to thanks Ms. Tran Nguyen Kieu Van, who has helped us to
improve the plan and corrected our errors. Also, we would like to express our
gratitude for Canon Vietnam, Kềm Nghĩa, and Hoa Sen University for
providing us knowledge and information about the event. Lastly, we are grateful
for Noel Ấm Áp, for this NGO’s association with the charity event.

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 INTRODUCTION

Canon Vietnam’s “Photo Booth of Love” Campaign is Canon Vietnam’s latest

program in 2018. With its main purpose to deepen the link between groups of
people with different situations and circumstances, Canon Vietnam believe that
the Campaign will provide everyone better experiences and memories.

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 ENVIRONMENTAL INFLUENCES

Micro Environment

Company

The company of Canon manufactures imaging products for businesses and

consumers with the vision, called Kyosei: “All people, regardless of race, region
or culture, harmoniously living and working together into the future”. Its main
objective is to bring qualified products that are ensured that are eco-friendly and
ultramodern, dedicating to a common bright future.

The company possesses an united organisational structure. Since it is

Multinational Corporation, its structure also depends on geography, which
means for each local company, there will have different system.The map below
shows Canon Vietnam’s organizational structure, with seven committees taking
charge of different tasks and several upper managers.

Figure 1. Canon Governance Structure

(Source: Canon Annual Report 2008)

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Suppliers

With the EQCD concept, Canon has a very cooperative relationship with
suppliers to get a good deal of advantages such as reasonable prices that are
suitable for the country it is located (Vietnam particularly), environment
ensurance,… Therefore, it appears that Canon must strengthen the relationship
with the suppliers to get the goals above. Canon realizes that to do that, the
company has to provide the suppliers basic knowledge about procurement. A
document called the Procurement Policy has been published under that vision.

Marketing Intermediaries

Physical Distribution Firms: Canon’s main agent in Vietnam is Le Bao Minh.

Other than that, Canon also has several representative offices and more than 300
cooperative agencies to distribute Canon products for dealers and resellers in
Vietnam.

Resellers: Through Le Bao Minh, products are distributed to resellers in all

over the country, and from resellers will customers be able to reach and buy the
products. These resellers include Binh Minh Digital, Nguyen Kim Market,…

Marketing Services Agencies: Dentsu Vietnam is the sole agency that is

responsible for promoting the brand Canon under various platforms (TVC,
advertisement,…). Recently, Canon has launched The Canon Marketing Inc., a
child company that is in charge of organizing events and social projects. This
can be called as a brand identity strategy, for customers will remember and may
buy Canon products after joining or knowing about these activities.

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Competitors

For the camera product, Canon’s main competitors are Nikon and Sony. They
are big companies and owns big market shares, and their brand identities has
also made customers’ remark. For the printer product, Canon’s main
competitors are HP, Brother, Epson, Lexmark. These brands are popular and
widely used by customers in Vietnam, especially the government public. In the
printer market, their position is not less than Canon, especially HP. In 2006, HP
share of operating income is less than Canon’s but its share of revenue is higher
than Canon’s.

Figure 2. CY Q1 2006 Financial performance

(Source: http://static.seekingalpha.com/wp-
content/seekingalpha/images/crowley2.gif)

The main disadvantage of Canon comparing to other companies is that

meanwhile technology in Vietnam is weak, Canon then always uses technology
inside Vietnam to reduce cost. To high price, products of Canon share almost
the same modern usage with its competitors above.

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Public

As publics can have a huge impact on how the company sells products, Canon
identifies two main groups having the most important influence: the media
public and the general public. Since now media has become one of the fastest
news transportations, Canon believe that its identity can be spreaded fastly
through this public, strengthening the brand in customers’ mind. For the general
public, Canon cares about general potential buyers’ attitude towards the brand
and the products, since it will define the company’s segmentation size in the
technological devices market.

Customers

Consumer Market: Vietnamese individuals that are interested in photography

and videography can purchase Canon products for its cheapness and high
quality. Also, Canon has been a famous brand for people to purchase with
professional goals such as career, art,...

Reseller Market: With the goal of personal selling, resellers such as Nguyen
Kim or Binh Minh Digital always purchase from Le Bao Minh a great number
of Canon products to sell for customers. In 2017, Canon’s income was up to 1,6
billion USD, proving that its market share in Vietnam is very large. Therefore,
there are always a great deal of buyers trusting and being ready to buy products
from Canon.

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 Macro Environment

Demography

- Target: Hoa Sen University Students

- Gender: Male – Female – LGBT
- Age: 19 – 23 years old
- Study place: Hoa Sen University, HCMC
- Habit: Taking photos, using SNS frequently
- Traits: Outgoing, active, supportive

Political

As Vietnam’s politic and society are stable, Canon has invested a lot in
Vietnam’s market. Also, Vietnam’s security is guaranteed well, so it is safe for
Canon to develop its business in the country. Moreover, to attract FDI from
Japan, Vietnam has special policies that innovates investment environment,
especially administrative innovation. This thing opens development opportunity
to Canon.

Economic

As Vietnam economy is integrating into WTO and economy of the world, the
GDP growth rate in 2008 was 6.18%. Vietnam government reduces import
tax, so Canon can decrease cost of products because it still imports many
things from other countries. However, Vietnam economy is developing, so
there is one threat that market appears more competitors. It has high influence to
marketing decisions of Canon.

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Technological

Canon cares about technology development. Scientists and engineers are

engaged in efforts to research, discover and develop new technology that
advance the products, making them competitive in the market shares and
potential for customers. Proprietary lenses, CMOS sensors and image
processors, for example, are the characters that make the Canon’s DSLR
Cameras to be sold well.

Social & Cultural

On the other hands, the culture of Vietnam is falling in line with the World,
income of Vietnamese people is higher, so consumer buying power is increasing
that create opportunity to Canon deploy its marketing strategy and achieve big
income.

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 PROGRAM ANALYSIS

Program Intro

Overview

The “Photo Booth of Love” Campaign by Canon Vietnam was founded to

create a low-price and comfortable space, located at places that people can
easily visit, in order for them to approach and experience the camera’s functions
of the brand. Each photo taken will trade for a photo for charity. Canon Vietnam
hopes that this Campaign will not only help people indentify the brand and the
products, but also connect them together for charitable reason.

Vision, Mission, and Objective

Vision

Canon Vietnam always aspires to be not only a place of modern technology, but
also a space for love, and humanity.

Mission

The Canon “Photo Booth of Love” Campaign’s main mission is to create a bond
between people and people, regardless of distance, giving them a chance to
smile in front of the camera, captioning their probably happiest moment in time.

Objective

The Canon “Photo Booth of Love” Campaign’s two main objectives are: to give
customers experience with the DSLR Cameras of Canon, and charitable
objective with the purpose that with each photo taken, there will trade for
another photo at Canon’s charitable activities in the rural areas.

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Program Category

Raising Fund Activities

In about 14 days (1/12/2018 – 14/12/2018), Canon Vietnam will set booth at

Hoa Sen University, attracting students and lecturers to come by and pay about
9000VND to have a photo taken, experiencing Canon DSLR Cameras’
ultramodern technology.

Distribution Day

After collecting a sum of money and photos for charity, in 17/12/2018, Canon
Vietnam will organize a small event at Binh Minh lazar-house (Dong Nai). At
there Canon Vietnam will takes photos of people with the amount that they have
been able to raise fund back in Hoa Sen University, as well as provide people
here with the money collected and other commodity.

Marketing Analysis

4Ps

Price: Here the “Photo Booth of Love” offers a photo taken with Canon DSLR
Cameras at a very low-price: 9000VND. This is not only lowcost, but also a
common price that anyone can pay to take a good photo by a good modern
camera of Canon.

Promotion: For people participating in groups, the price will reduce to

7000VND per person. This promotion is to attract more people to join the Booth,
as well as engage people with the awkward or shy personality to try.

Place: Hoa Sen University is a quite large and crowded place, this advantage
makes it easier to create the Booth that can easily attract people’s attention.

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People: Hoa Sen University is a place of young people with average income
and outgoing lifestyle. These two characteristics will enhance the campaign,
making it more successful.

Media Availability

Canon Vietnam has its Facebook Page at the amount of 356.000 likes and an
official website. These will be the main place for uploading posts and creating
events about the Campaign. Facebook Sponsor will be purchased to enhance the
Campaign’s identity. Employees and volunteers participating in this Campaign
will write posts, upload stories about the Campaign.

Hoa Sen University – the Campaign’s main partner – has its Facebook Page at
the amount of 90000 likes. The page will help the Campaign with 2 promoted
posts.

Coordinators (Volunteers, Club, Sponsors,…)

Volunteers: Canon Vietnam will select an amount of volunteers to help decorate

the Photo Booth of Love, advertise about the Campaign to other visitors, and
help the Campaign at the Charity Day at Binh Minh lazar-house. The volunteers
will apply by filling a Google Form posted by Canon on Facebook.

Sponsors: Canon Vietnam will connect with other companies and brands for
sponsorship and to advertise the campaign. For main sponsors, the companies
that Canon Vietnam chooses to deal with is Kềm Nghĩa. For communication
sponshors, Canon Vietnam will link with Hoa Sen University – the place that
the Campaign is mainly located, and YBOX.vn.

Similar Programs

Currently in Vietnam, there is WefieBox Photobooth Vietnam offering the same

service with the Canon Campaign. The WefieBox Photobooth gives customers a

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marketing serice of taking photos right at the promotion place for famous
brands such as Porsche, Bayer,…

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 IMC PLAN

IMC Tools

Print Media (Standees)

Canon Vietnam will design and put at the Booth a standee that can easily attract
people, providing them firstly information about the Campaign.

Digital (Social Media)

On Facebook and the official website, Canon Vietnam will create an event
about the Campaign. Promoted posts will also be provided. Hoa Sen University
will support the Campaign with 2 promoted posts either. After dealing with
YBOX.VN, this media Sponsor will probably make posts about this Campaign
as well.

Event and Sponsorship

The Campaign event will last 14 days (1/12/2018 – 14/12/2018). In 17/12/2018,

Canon Vietnam will host a charity event at Binh Minh Lazar-house in Dong Nai,
providing them with photos and commodity according to the plan. Kềm Nghĩa,
as the main sponsor, will provide the Campaign with money and stuff for
charity such as: food, milk, bags, and clothes.

Word of Mouth

As an outgoing environment, Hoa Sen University has its way to spread the
information about the Campaign. Word of Mouth communication between
students and students, students and lecturers will surely spread and improve the
Campaign’s identity and popularity, increasing the visitors and making large
income.

Point of purchase (Booth)

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The Booth is the direct place for purchasing service. Here customers will pay an
amount of 9000VND to have a photo taken by professional photographer with a
modern DLSR Canon Camera.

Strategy

Goal

The main purpose of the Canon “Photo Booth of Love” Campaign is to caption
people at their happiest moment, and from those photos will trade for another
happiest moment for unfortunate people at rural areas.

Target Audience

 Target: Hoa Sen University Students

 Gender: Male – Female – LGBT
 Age: 19 – 23 years old
 Study place: Hoa Sen University, HCMC
 Habit: Taking photos, using SNS frequently
 Traits: Outgoing, active, supportive

Time

1/12/2018 – 14/12/2018: “Photo Booth of Love” Campaign Day

17/12/2018: Charity Event at Binh Minh Lazar-house, Dong Nai

Finance

Canon Vietnam’s main budget for the Campaign is approximately

50.000.000VND. The sponsor Kềm Nghĩa will provide the Campaign with the
amount of 64.000.000VND and other commodity, currently calculated are: 120
milk boxes for children, 120 bags, and 120 rice bags.

Message
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The Canon “Photo Booth of Love” Campaign’s message is One photo taken,
one happiness traded.

Tools

Advertising: Canon Vietnam will use Facebook Sponsor to advertise the

Campaign for a wide-range of Facebook Users. Posts on Canon Vietnam will be
constantly shared to keep the Campaign’s identity. Also, the media sponsors
Hoa Sen University and YBOX.VN will help enhancing the Campaign to
various people’s acknowledgement.

Sales Promotion: At the Booth, 9000VN is the price for a photo of a single
person. If they come in groups, the price will reduce to an amount of 7000VND.
This low price will motivate the purchasing power of the customers.

Personal Selling: At the Booth, the service and its value will be person-to-
person introduced and sold; this interpersonal communication will help the
salesperson to reach the prospect, as well as the customer will realize the
message of the Campaign.

Public Relation: Two events will be hosted, one at Hoa Sen University in Ho
Chi Minh City, and later at Binh Minh Lazar-house in Dong Nai.

Digital Marketing: Facebook is the main tool for the Campaign to call to action.
With a detailed Content Timeline, Canon Vietnam will follow and post to
advertise the Campaign. Other sponsors will use its Facebook pages as well, for
YBOX.VN will also use its official website to write a promoted post for the
Campaign.

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 DETAILED PLAN

Phase 1: Sponsorship, Media Plan

Sponsor

The Campaign has three main sponsors: Kềm Nghĩa, as the finance sponsor;
Hoa Sen University and YBOX.VN, as the media sponsors.

Media Plan: SNS Content Timeline

Date Content
20/11/2018 Teasing post about the Campaign
Previous Canon Vietnam’s events and
22/11/2018 teasing about a brand new Campaign
to come
23/11/2018 Volunteers apply link
26/11/2018 The Campaign’s first online posters
30/11/2018 The Campaign’s official Intro post

Budget

Media Product Creator Charge

Online Posters Freelance Designer 2.000.000VND
Promoted Video Canon Vietnam’s 2.000.000VND
videographer
Promoted Posts Hoa Sen University, Free (since both are
YBOX.VN Canon Vietnam’s media
sponsor)
Facebook Ads Facebook 4.000.000VND

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 Photo Booth Canon Vietnam 8.000.000VND
Canon Vietnam’s charity Canon Vietnam 20.000.000VND
products
Event Day at Dong Nai Canon Vietnam, Kềm 74.000.000VND
Nghĩa
Total: 110.000.000VND

Phase 2: Raising Funds

Preparation

In one month November, after dealing with the sponsors, Canon Vietnam will
organize workdays to design the Booth and media products such as online
posters, standees, and cameras for the Event. Volunteers are also enrolled and
called to action.

Point of Purpose (Fund box, booth,…)

From 1/12/2018 to 14/12/2018, The Campaign will launch and have its point of
purpose – the Fund Box – will be located right at the Booth, for visitors pay
money to take photo and free-will donation.

Media Plan: Standees, SNS Content Timeline

Standee will be designed originally by Canon Vietnam and the Content will be
listed and posted on its official Facebook Page, since Facebook is the most
popular SNS currently in Vietnam and is easy to attract readers.

Date Content
Creating an Event on Facebook for the
1/12/2018
Campaign
2/12/2018 Post about activities at the Campaign

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 Post about the people at Binh Minh
4/12/2018
Lazar-house
Some people’s photos taken at the
7/12/2018
Booth
Full details about the Campaign,
9/12/2018
posted under designed products
13/12/2018 One last day Call-to-action
14/12/2018 Closing the Booth and a Thanks Post

Phase 3: Activities

Distribution Day

Date: 17/12/2018

Time: 7:00AM (Gathering at one location for departure) – 7:00PM (Expected

Closing Time)

Location: Binh Minh Lazar-house, Dong Nai

Preparation: In the first two weeks of December, also the days that the Photo
Booth of Love is launched, part of the volunteers will be called to collect the
commosity provided by Kềm Nghĩa and self-create some small gifts for the
people at the Lazar-house. After the Photo Booth of Love is done, in
15/12/2018, the event manager will collect and classify the products, making
sure that the amount is enough and ready to be given.

Risk: The weather in December at the location is partly cloudy, there’s a risk to
be rainy. This will harden the Events’ Implementation. Also, there’s a risk that
some employees and volunteers will cancel their plan at final time. The Event
Manager needs to calculate all these risks and prepare for the worst.

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Phase 4: Conclusion

After the Campaign is completed, a meeting day will be made for Canon
Vietnam employees and volunteers to gather and exchange their experiences,
memories, and mistakes in the Campaign. This meeting’s purpose is to
summarize the Campaign and connect the teamwork of the workers one last
time.

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 CONCLUSION

Canon Vietnam believes that from the first purpose to raise awareness about the
brand itself and its products, the Campaign of “Photo Booth of Love” now has
spreaded its message to become more humanity and meaningful. This
Campaign not only possesses meanings for valuable experiences and memories
for both the sellers and the customers, but also strengthen the links between
everyone regardless of distance through the simplest product of daily life –
photos, and for the most important, the bond between Canon Vietnam and
people is deeply enhanced as well.

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