INDIVIDUAL

ASSIGNMENT
Integrate Marketing Communication (IMC)-
MKT304

Class: MKT1505
Lecturer: Bùi Thị Hạnh Thảo
Course: MKT304 – Integrate Marketing
Communication (IMC)
Date: Summer 2021
CONTENTS

1. Introduction
1.1. Company
1.2. Products/ services/ customers
2. The situation analysis (MKT) – SWOT
3. The marketing strategy plan
3.1. Objectives – smart goals
3.2. Media strategy
3.3. Selecting broad media classes
3.4. Selecting media within classes
Why?
3.5. Media use decision
4. Creative strategy plan
4.1. Schedule
4.2. Evaluation and follow up.
5. Conclusion
6. Reference

ACCENT SOLUTIONS INC. 01

1. Introduction
Is one of the joint stock companies working in publishing.
with a core group passionate about literature and books, Nha
Nam has gradually conquered the fastidiousness of
Vietnamese readers since the time of releasing the first best-
selling book - Dang Thuy Tram's diary.

Approximately fifteen years of active and diligent operation,

Nha Nam has gradually become one of the pioneering
companies in the publishing industry. The company has
received many noble awards for book quality such as literary
translation awards, good book prizes, as well as being
continuously voted as the most favorite book brand by
readers for its relentless efforts of the brand (Nha Nam,
2021).

1.1. Company
Nha Nam (NHA NAM PUBLISHING AND COMMUNICATIONS
JOINT STOCK COMPANY)
Founded: 02/2005
Headquarters: 59 Đỗ Quang, Trung Hoà, Cầu Giấy, Hà Nội.
Slogan: “bởi vì sách là thế giới”- "because books are the world"
1.2. Products/ services/ customers

Starting from focusing on three types of book: Literature -

History - Philosophy, Nha Nam has slowly expanded into
many other genres: children's books, business books, skill
books - reference, etc. Titles include both fiction and non-
fiction, domestic and translated books (Nha Nam, 2021).
- Not only selling goods on the official website- nhanam.com.vn
and nhanamthuquan.vn (only for Ho Chi Minh customers), Nha
Nam also links with major e-commerce sites such as Tiki, Shoppe
and Fahasa. And aimed at all readers nationwide (sachnhanam,
2021).

- Nha Nam also develop other communication channels

such as:

+ The main fanpage

https://www.facebook.com/nhanampublishing/:
specializes in updating release news, publishing news,
introducing basic book information.
There are 5 official satellite sites that you can follow:
+ Nha Nam Momo: specializes in French-language literature
https://www.facebook.com/nhanambanphap
+ Nha Nam Nho Xanh: specializes in Chinese - Japanese -
Korean books
https://www.facebook.com/nhanam.asia
+ Nha Nam Dou: specializes in children's books
https://www.facebook.com/sachchoconnhanam
+ Nha Nam Economics: specializes in economic books
https://www.facebook.com/nhanamkhite
+ Nha Nam Light Novel: specializes in light novels
https://www.facebook.com/nhanamlightnovel

Besides, Nha Nam also manages other channels on youtube,

telegram, instagram and podcast (sachnhanam.com, 2021).
Nha Nam Book N'Coffee

Nha Nam is an online sales website, but Nha Nam also has
stores serving customers across the country:
- With 11 Nha Nam bookstores over Ha Noi, Ho Chi
Minh.
- And 3 Nha Nam Book N'Coffee stores:
+ Nha Nam Book N'Coffee: 24A - D5 Street, Ward 25,
Binh Thanh, Ho Chi Minh City Tel: 028.351.06778
+ Nha Nam Book N'Coffee Vung Tau : 156 Nguyen Van
Troi - City. Vung Tau
+ Nha Nam Book N'Coffee Danang: 19 Pasteur, Hai Chau
District, Da Nang City Tel: 0236.3828.277
2. The situation analysis (MKT) – SWOT STRENGTH

- There are many social networking communities that

receives the greatest attention.
-There is a certain trustworthiness on the part of the
reader.
- Large online sales network.
- There are many locations nationwide with the
extremely famous bookstore chain “Nha Nam Books
N' Coffee”.
WEAKNESS

- The price is relatively high (both product and

service in physical store).
- The coverage is limited, and few individuals know
about it.
- Product diversity is insufficient.
OPPORTUNITY

- Paper books still remain the favorites of readers (Ha

Nam online, 2021).
- Reading culture is being concerned (Vũ Thị Thu Hà,
2013).
- Nha Nam's online community is still growing.
THREAT

- Since its establishment, Nha Nam has had to compete

with experienced publishers.
- The remarkable development of the internet makes
paper books less interested by readers.
- The problem of book counterfeiting affects brand
reputation.
 Target customer

Demographic
Sex Male and Female

Age 15- 24 years old

Income No income or low income

Demand Prove yourself and enhance your worth

Geographical- Vietnam
Psychology

-They are strict in shopping and spend a lot of time shopping on

their phones (Nielsen, 2018).
-Attracted by new experiences (Nielsen, 2018).
- They are obsessed with building their own image and values.
- It leads to easily pressured by studying and thinking about the
future.
 3. The marketing
strategy plan
3.1. Objectives – smart goals
Quantitative goal
- Reach 500.000 people. Nha Nam
fanpage added over 100.000
followers and 1000 shares within 3
months.
- The number of visitors to the
website increased and the number of
clicks increased by 20%.
- The number of visitors to the offline
store up to 30%.
- Total revenue increased at least
20% over the same period last year.
Qualitative goal
-Boost brand awareness Nha Nam
is a strong, reputable and
professional publishing company.
And Nha Nam is the company that
cares about the community and
reading culture, always accompany
and support readers. (When
they're tired, I look for a book.
When they think of a book, they
think of Nha Nam).
-By the way, increase coverage,
expand markets and drive sales.
 3.2. Media strategy
- Focus on "Slice of life" advertising
The slice-of-life execution, which is typically based on a
problem–solution strategy, is a popular advertising format. This
style of advertisement depicts an issue or conflict that customers
may encounter in their daily lives.

- Choose a medium that allows immediate

interaction, takes no time to deploy (for online
selling)
The book market is a highly competitive market so the
information they receive should be accompanied by an instant
call to action and easy to order. Straight sell product.

- Buzz marketing is important

- Message must be relevant to target customers

Timely and personalized content generate great impact to
their customers.
BRAND COMMUNICATION IDEA

STOP for a minute

"live in your own world"

Book N'Coffee

"Dừng lại một phút và sống trong “thế giới” của bạn"

-Message: To follow the slogan of brand “Bởi vì sách là thế giới”,

we bring a reminder that Nha Nam's store- "book" or "the world"
is right next to you, so you can "stop" to get rid of all your
worries, fatigue and live in your own world.
Beside with the target customer's age group, they easily feel the
pressure of studying and they need a "place" to retreat in times of
stress or fatigue.
=> Nha Nam is their choice.
 3.3. Selecting broad media classes

coverage reach frequency

Internet advertising
Outdoor advertising
E- commerce platform

Publicity

3.4 + 3.5. Selecting media within

classes and reason. Media use decision
Media within class Media use decision

Internet advertising
- Google - Maximize SEO on 2 official websites of Nha Nam:
Because this is one of the sachnhanam.com and nhanam.com.
popular search engine in - The number of visitors to the website increased and
Vietnam. (statista, 2020) the number of clicks increased by 20%.

- Facebook - Opening a book discount program with the title:

Largest social network. "Thi xong rồi Nhã Nam thôi".
Used by many "target - In addition to online book discounts, we also
customers" (large promote a discount program for books and drinks
coverage) based on the score of university exams achieved at
offline stores (especially Book N'coffee to reforce
messege- "Stop") or add some premium goods.
Media within class Media use decision

- Facebook - In addition to pinning the event "Thi xong rồi, Nhã

Nam thôi" to the top of the page, Nha Nam needs to
continue running old campaigns, announcing new
books. Actively communicate with readers by
creating new, strange and trending content.
- Frequency: Currently the page is posting from 2-3
posts / day.

- Youtube - Nha Nam is currently focusing on facebook and has

let their youtube channel die for a while. So we need
One of the most popular
to:
social networking sites
- Back to the introduction of books by topic (can
among young people for
integrate 10 books/time)
entertainment.
- Continue to make videos: "trích đọc"
Can run videos that are
- Make a video interviewing students when buying
long and relevant to
books in Nha Nam (after university entrance exam)
what readers are looking
- This is not the platform Nha Nam focuses on, the
for (Vivid output
goal is: keep the page from dying and gain 500 more
products).
followers in the next 3 months. (Frequency: 2- 3
posts/ week)

- Tik tok, telegram and - Run campaigns to introduce books or notification of

instagram new events with the same content as on Facebook.
These are social Also, this is not the platform Nha Nam focuses on.
networks with great => The goal is: Increase coverage, brand awareness,
potential for growth in and open up opportunities for future campaigns. (in
the future each platform up to 500 followers in the next 3
months.
Media within class Media use decision

Out door advertising

- Billboard - Conveying "communication ideas"- Stop a minute
High selectivity to live in your own world.
Easily focus on - Building billboards in 3 cities where Nha Nam
customers in big cities Book N'Coffee stores are located (build 1 billboard/
(with entertainment city within 5 km from the store)- as a reminder that
needs and high income Nha Nam store is around you and you can stop by to
levels) "live".
Billboards are often eye-
catching, easy to
understand, and easy to
remember.
E- commerce platform
- Shoppe - Imagery banner in the homepage on sale promotion
- Tiki occasions.
- Fahasa - Priority order: Shopee > Tiki > Fahasa.
These are the most Aim: Orders are up 20%
popular e-commerce
sites selling books in
Vietnam.
Has high traffic and
great growth potential.
Publicity
- Book Fair - Open a book fair with a variety of books in shopping
Book fairs are an centers or vacant positions with high traffic.
opportunity to sell - Gift items with Nha Nam's characteristics such as
goods, reach out to bookmarks, bag with Nha Nam's logo or addition book
potential customers and for customers who come early or buy a lot.
raise awareness. - Aim: More than 1000 people joined after 3 days of
After Covid19 and the opening and more than 500 shares with hashtag
university entrance #hoisachnhanam on Facebook.
exam, the demand for
outings and
entertainment increased.
 4. Creative strategy
plan
JULY AUG SEP

Internet advertising
Google
Facebook
Youtube
Tiktok, telegram and instagram

Outdoor advertising
(Billboard)

E- commerce platform
Publicity
(Book Fair)
 4.2. Evaluation
Fail Good Excellent
- The number of visitors - The number of visitors - The number of visitors
to the website increased to the website increased to the website increased
and the number of clicks and the number of clicks and the number of clicks
lower than 15%. increased by 20%. increased over 20%.
- Nha Nam fanpage - Nha Nam fanpage - Nha Nam fanpage
added less than 8.000 added over 100.000 added over 12.000
followers and 800 shares followers and 1000 followers and 1500 shares
within 3 months. shares within 3 months. within 3 months.
- Youtube, tiktok, - Youtube, tiktok, - Youtube, tiktok,
instagram, telegram instagram, telegram up instagram, telegram over
lower than 300 to 500 followers. 500 followers.
followers.
- Completion of - Complete the billboard - Complete the billboard
billboard half a month in the end of August. before the end of August.
later than expected.
- Order in - Order in - Order in
e-commerce platform are e-commerce platform are e-commerce platform are
less than 15% up 18-20% over 30%
- Less than 800 people -1000 to 1200 people - Over 1200 people joined
joined after 3 days of joined after 3 days of after 3 days of Book Fair
Book Fair or event not Book Fair.
held.
- The number of visitors - The number of visitors - The number of visitors
to the offline store (in 3 to the offline store (in 3 to the offline store (in 3
main cities) less than main cities) up to 20%- main cities) over 30%.
20%. 30%.
- Total revenue increased - Total revenue increased - Total revenue increased
less than 20% over the 20%- 25% over the same over 25% over the same
same period last year. period last year. period last year.
5.CONCLUSION

- Because Vietnam's book industry is not a vibrant one, the

data and assessments, studies about the market are limited,
making it difficult to learn about this market and customer
group
- But I firmly believe that with the campaigns I have given
above, it is possible to help Nha Nam achieve her desired
goals and get closer to young people.
6. Reference
Nhã Nam, 2021. Về Nhã Nam- Nhã Nam- Vì sách là thế giới
[online]. [Viewed: 18 June 2021]. Available from:
https://sachnhanam.com/gioi-thieu/
Sachnhanam, 2021. Tổng hợp các kênh truyền thông của Nhã
Nam [online]. [Viewed: 18 June 2021]. Available from:
https://sachnhanam.com/tong-hop-cac-kenh-truyen-thong-cua-
nha-nam/
Newroom, 2019. 5 Reasons Paper Books Are Still More Popular
Than E-Books [online]. [Viewed: 18 June 2021]. Available from:
https://newsroom.domtar.com/paper-books-still-popular/
Ha Nam online, 2021. Sách điện tử có thay thế sách giấy?
[online]. [Viewed: 26 June 2021]. Available from:
https://baohanam.com.vn/xa-hoi/giao-duc/sach-dien-tu-co-thay-
the-sach-giay-3365.html
Vũ Thị Thu Hà, 2013. Thư viện quốc gia Việt Nam. Văn hoá đọc
ở Việt Nam trong bối cảnh hội nhập và phát triển. [online].
[Viewed: 18 June 2021]. Available from:
https://nlv.gov.vn/nghiep-vu-thu-vien/van-hoa-doc-o-viet-nam-
trong-boi-canh-hoi-nhap-va-phat-trien.html
Advocates for Youth, 2008. Growth and Development, Ages 18
and Over-What Parents Need to Know. [online]. [Viewed: 26
June 2021]. Available from:
https://www.advocatesforyouth.org/resources/health-
information/parents-17/
Nielsen. (2018) EXPLORE GENERATION Z IN VIETNAM –
THE
CONSUMER OF TOMORROW. Available from:
https://www.nielsen.com/apac/en/insights/video/2018/explore-
generation-z-in- vietnam-consumer-of-tomorrow/
Statista, 2020. Market share of search engines across Vietnam in
2020. [online]. [Viewed: 26 June 2021]. Available from:
https://www.statista.com/statistics/954433/vietnam-market-share-
of-search-engines/