Group Assignment Cover Sheet: Student Details

GROUP ASSIGNMENT
COVER SHEET
STUDENT DETAILS
Student ID
Student name: Tang Thi Lan Anh number: 31181021095
Student ID
Student name: Ngô Quang Hải Anh number: 31181020689
Student ID
Student name: Quách Ngọc Bảo Châu number: 31181025119
Student ID
Student name: Huỳnh Hoa Hồng Hân number: 31181025175
Student ID
Student name: Vũ Thị Ngân Giang number: 31181025685
Student ID
Student name: Lương Triều Vỹ number: 31181020299
UNIT AND TUTORIAL DETAILS
Unit name: Digital Marketing Unit number:

Monday and Friday
Tutorial/Lecture: Lecture Class day and time: morning 8AM - 11AM
Lecturer or Tutor name: Dr. Hai Ho & Ms. Nhi Tran
ASSIGNMENT DETAILS
Title: Final Group Assignment

Date
Length: Due date: 18/07/2021 submitted: 18/07/2021
DECLARATION
 I hold a copy of this assignment if the original is lost or damaged.
 I hereby certify that no part of this assignment or product has been copied from any other student’s
work or from any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in

another (previous or current) assessment, except where appropriately referenced, and with
prior permission from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person
 except where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator
concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software
 programs for the purpose of detecting possible plagiarism (which may retain a copy on its
database for future plagiarism checking).
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has
not been signed.
Tet's digital
campaign
Presented by Marmoris
Lecturer: Dr. Hai Ho
Tutor: Ms. Nhi Tran
Objectives &
Executive Summary 01 02 3C Analysis
Target Audience
Understanding 03 04 Insight & Big Idea
IMC Plan References &

& Budget 05 06 Appendices
Executive Summary Objectives & Target Audience Insight & Big Idea IMC Plan & Budget References &
3C Analysis Understanding Appendices
Executive Summary
Job t be done: Big idea: Tết thơ phức
Raise awareness of target Insight: Key message:
audiences towards Surf as a I know scents make a good
masterbrand with fragrant impression on people and bring
Surf mang hương Tết,
products that can help woman to people closer together. gắn kết gia đình.
clean up and enjoy an union Tet
with their families. However, family bonding becomes Deployment plan:
more difficult if the clothes are not
● Phase 1: Social discussion
Target audiences: scented, the house is filled with the
“Hương Tết trong bạn là?”
● Gender: Female smell of food after parties and
especially the woman herself is ● Phase 2: Viral clip “Surf mang
● Age: 25 - 40
● Occupation: Housewife haunted after cleaning the house. hương Tết, gắn kết gia đình”
● Married status: Married ● Phase 3: Photo sharing contest
● Living in semi-urban Therefore, I want my family's house “Tết gắn kết".
● Income: C to A1 and clothes to always be clean and
fragrant to welcome the New Year's
● Media behaviors: Online 3h/day;
reunion.
me & budget:
Like to share viral content; Like to
● Time: 7 weeks before Tet 2022
watch TV
● Budget: 350K USD
Objectives
Business Objective Marketing Objective Communication Objective
0.1% increase in market share Increase masterbrand ● Achieve 1,000,000 campaign

within 1 month of the campaign awareness by 10% engagements from targeted
for the whole Surf brand. (include brand recall and audience on digital platforms
brand recognition) (buzz volume, object mention,..)
● Stay in users’ mind as a brand
with great fragrant and relatable
to Tet culture.
Category Analysis 10.1

Vietnam's ranking 2020 - Homecare (Appendix 1 )
Sunlight 1 Sunlight 54.0
7.4 Omo 2 Omo 42.3

Urban Rural
3
14 11 4
3.4 Lix 5 Aba 20.6
6
8% 7 My Hao
-1 1
1.9 Surf 8
% Value change 9 Net
Q1 2020 Q1 2021 1.8 An An 10 Viet Nhat 10.0
The FMCG industry stumbled at the Within the category, Surf’s ranking is quite low
beginning of 2021 (Kantar, 2021) compared to other brands (Kantar, 2020)
The slowing-down of the overall category and low recognition creates a challenge for Surf brand
Brand Analysis
Brand point of view:
Whatever problem or pressure you face, you stay Mother company: Unilever
● ● Low market share
optimistic, positive and good humored. And Surf will - FMCG leader
help get it all done in a simple and delightful way,
● Low brand recall (in each
● The product is well-known product category)
create more opportunities to make life better
for its fragrance ● Low brand awareness
● Affordable price about masterbrand
Signature style: (Surf, 2021) (Kantar, 2020)
S W
Setting: A vibrant, positive, recognizable everyday
world. O T
Story: Surf helps a situation from good to great
Style: Accessible humor, vibrant color, flowers and ● Tap in the target ● Cannibalization: from
bubbles. customers: value seekers, Unilever brands (Sunlight,
not only in rural but also in Comfort, Omo)
sub/urban areas. ● In low-end segments:
Extend the product fierce competition with
Tone & voice:
●
portfolio to become the private labels and
Always positive, generous and encouraging. masterbrand in homecare domestic brands
Always simple and easy to understand. (Surf, 2021) ● Channels shifts from
Speak in natural & light-hearted tone. offline to online (Deloitte,
2021).
(Surf brief, 2021)
Competitor Analysis
Direct competitors: Indirect competitors:
L , Net, On1 Sunlight, Om , Aba, Mỹ Hả
● They are considered as master brands ● Each brand focuses on its hero product
that have many product categories category (e.g Sunlight with dishwasher,
(dishwasher, detergent, softener, etc). Omo with detergent, etc) that Surf are
promoting.
● Their products are popular and ● They are on top of the Vietnam’s 2020
widely-used in suburban and rural ranking for Homecare (See Appendix 1)
areas (See Appendix 1)
Competitor Analysis
Brands SURF LIX ON1 NET
- Powder detergent / Liquid
- Powder/ liquid detergent/ Powder/ liquid detergent /
detergent / Dishwasher/ Softener / - Liquid detergent / Dishwasher/
Dishwasher/ Softener (Surf Dishwasher/ Floor cleaner/
Floor cleaner / Toilet cleaner Softener / Hand sanitizer / Floor
Product Vietnam, n.d.)
(Lixco,n.d.) cleaner / Toilet cleaner (Lixco,n.d.)
Softener (So Sanh Gia, n.d.)
- Hero product: Powder/ liquid Hero product: powder/liquid
- Hero products: Liquid detergent, - Hero products: hand sanitizer
detergent detergent, dishwasher
dish washer.
Powder detergent: 80k - 250k

Powder/liquid detergent: 15k - 140k Powder/liquid detergent: 12k - 130k
(2.4kg-9kg) Liquid detergent: 90k - 312k (1 kg -
(400g - 3.8kg) (300g - 4kg)
Liquid detergent: 90k - 139k 4.2kg)
Dish washer: 25k - 100k (750g - Dish washer: 10k - 110k (400g -
Price 4kg)
(2.4kg-4kg) Dish washer: 22k - 140k (250ml -
4kg)
Dish washer: 15k - 79k 3.8kg)
Softener: 65k (1.6l) Softener: 25k- 60k (1l - 2l)
(200ml-3.8kg) (Lixco,n.d.)
(Surf Vietnam, n.d.) (So Sanh Gia, n.d.)
Softener: 140k/3.8l (Lixco,n.d.)
Online: Lazada, Tiki, Sendo.

Online: Shopee, Lazada, Tiki, Sendo Online: Shopee, Lazada, Tiki, Sendo. Online: Shopee, Lazada, Tiki, Sendo.
Offline: supermarket chains
Place Offline: supermarkets, BXH, grocery
(Co.op, Bach Hoa Xanh, Vinmart) &
Offline: Distributed in Co.op Mart, Offline: Distributed in BHX, Vinmart,
stores Lotte Mart, emart local grocery stores
in the wet markets, grocery stores.
KOLs: Lam Vi Da, Tu Vi Channel: Facebook & Ecommerce KOLs: Thu Trang, Nabi Nha Phuong
Channels: social media, TV platforms Channel: social media,
No online campaigns
Content direction: focus on Content direction: focus mainly ecommerce platforms
The latest TVC was in 2017 with
functional values combined with functional Content direction: mainly
Thanh Thuy as the influencers
Promotion on-going trends Format varieties: Minigame, functional with a mix of emotional
Channel: social media
Format: viral clip, minigame, Infographics Format: Minigame, ecommerce
(Dia Diem Su Kien, 2017)
infographics Using backlink to e-commerce promotion
(Nha Phan Phoi Bot Giat Net, n.d.)
Using backlink to e-commerce sites, chat bot and product Using backlink to e-commerce
sites, chatbot categories are also available sites, chat bot
Competitor Analysis
Brands LIX ON1 NET
● Various product lines

● Offer multiple size and volume ● Various product lines
that meet customers' demand ● Offer numerous sizes with
● Various product lines
easily many scents
Focus on the natural
Strengths
●
● High brand awareness in ● Focus on natural ingredients
ingredients of each products
semi-urban ● Long-standing brand to
line
● Sufficient product categories consumers, especially rural
available in online & offline and suburban ones
channels.
● Low interaction with customers

● Low interaction with customers
on social media
on social media ● The only communication
● Low engagement on social
● Low engagement on social channel: Facebook fan page -
media
Weaknesses media
● Few product categories
is not interactive at all
● Content direction & format ● Some platforms have just a
available in online channels
varieties are not diverse but few categories of product
● Low brand awareness in the
repetitive
semi-urban
Unlike other competitors that simply stress on products’

function, Surf uses trendy events to highlight its features. However, its product categories are
quite limited and NOT sufficient to be
Surf possesses big advantages in its social media channels considered as a master homecare
-> Actively interact with consumers.
Competitor Analysis Price
Instead of cleaning capacity, Surf tends to

emphasize the Fragrance of its offerings -
essential additional value in homecare products.
However, it has no competitive advantage in

terms of pricing and consumer awareness when Fragrance
compared to Lix and Net - two popular brands in
semi-urban.
-> Surf is to encounter a big challenge to

persuade consumers to make purchase (due to
the different focus - Fragrance at higher price)
POSITIONING MAP
Customer Analysis
Vietnamese Digital behavior Main media touchpoints
1. Internet users in Vietnam are increasing, and 1. Social Media:
most of them are millennials: (Simon, 2021) - 93% of the Internet users living in suburban
are using social media (Appendix 2)
- Primary social media apps among millennials in
68.72 551K 70.3%

Vietnam as of 1st quarter of 2021: (Appendix 3)
mil
2. Ads
- Channels to click the ads: Facebook, Youtube,
Internet users in The increasing of The Internet
Vietnam in Jan internet users penetration in mobile apps & website (Appendix 4)
2021 between 2020 & 2021 Vietnam in Jan 2021
3. TV
- In Vietnam, television is still one of the leading
2. Reading news and surfing social media are and the most powerful, effective form of mass
the two most common reasons Vietnamese media with 85% of the national population
Internet users go online (Simon, 2021) watching TV daily (Koushan, 2018)
Customer Analysis 2. Platform consumer use to watch short video
Media behavior at Tet 44% 41% 29% 39%
Facebook Youtube
1. Platform consumer couldn’t live without Pre Tet In Tet
Facebook, Youtube and Zalo are the three lead apps

(Appendix 5) 39% of consumer picked Facebook during holiday, a
significant increase from the last period (Appendix 7)
60%
55%
46% 44% 3. Platform consumer use to watch short video
43%
36%
Why music platforms are important in Tet?
88% people agree that they listen to Tet music for

entertainment purposes
74% people listen to Tet music just to enjoy Tet
atmosphere
Facebook Youtube Zalo
While there are 37% have the needs to update for Tet
music (Appendix 6 )
Pre Tet In Tet
Demographic
● Age: 25 - 40 yo
Occupation: Housewife
Wants & Needs
● Enjoy special occasions
with her family
Target
Audience
●
● Married status: Married ● Complete housework in the
● Living in semi-urban most effective way
● Show herself as a caring
● Income: C to A1
woman
Characteristics Frustrations
Tradition Modern Want to do housework
properly but still want to
Introvert have time for family.
Extrovert
Passive Explore Drivers

● Recommendation
● Promotion
● Popular brands
"
Media behaviors ● Convenience
● Online 3 hours/day
● Get in the habit of sharing viral content
● Often watching TV - 2 hours/days
Popular Application
Miss A is a housewife , she spends most of
● Often interacting in communities
her time at home doing laundry, cooking,
● Spending a little time on e-commerce cleaning, etc. She is often busy so she
platforms (under 30 mins per day) misses fun times with her family.
Customer journey
Awareness Research Consideration Purchase Advocacy
- Get used to buying - Ask salesman/ friends - Compare to other - Make decision - Willing to give
homecare products regularly. - Search for online brands - Usually buy at store/ feedback, recommend
- At Tet, even if the products information - Seek for reviews/ supermarket for friends and family
Behavior at home are available, still - Less affected by KOLs opinions from users on - Pay via cash/ cards - Rarely review online
want to buy a new set - Influenced factors: social media - Repurchase
- Look at advertisements/ Brand, Price, Fragrance,
heard from relatives. Ability to fight stain
- I think I have a certain - This brand give me - This brand fulfills my - I want to use it as my - I think I found the best
understanding of this verified information and needs and gives an perfect assistant in product that meets my
category. certification outstanding experience housework, especially at needs & wants
- At Tet, I think I will be to the people I trust. Tet.
Thinking attracted with a full set of
homecare products with
affordable price and good
enough function.
Social Media SEM Review Retarget ads Social UGC (Facebook,

News Display ads Forums’ content E-commerce ads Youtube)
Digital Display Ads Blog/Inbound content In-app ads (apps (Discovery, Keyword
touchpoints Discussion In-app ads (apps related related to homecare, bidding,..
to homecare, cookery) cookery)
WOM WOM WOM/ Referral Trade activities WOM

Physical TV Ads TV Ads Promotion
touchpoints OOHs In store activation POSM
Observation
Tet is the special time for family reunions.
The housewife plays an important role

in connection between family
members, especially at Tet.
And in gatherings, scent is the factor that

affects emotions and closeness.
TRUTH
Scent creates a good impression between people
and brings people closer together.
TENSION
Family bonding becomes more difficult if the clothes
are not scented, the house is filled with the smell of
food after parties and especially the woman herself
is haunted after cleaning the house
MOTIVATION
I want my house and family clothes to be always clean
and fragrant to welcome the New Year's reunion.
Insight
“ I know scents make a good
impression on people and bring
people closer together. However,
family bonding becomes more
difficult if the clothes are not scented,
the house is filled with the smell of
food after parties and especially the
woman herself is haunted after
cleaning the house. Therefore, I want
my family's house and clothes to
always be clean and fragrant to
welcome the New Year's reunion.
”
Brand role
Need How Surf solves it
Take care of housework in Surf's Tet product set meets

the most perfect way housework in the most effective way.
Connecting family The scent of Surf brings people

members together.
Big Idea
Tết thơ phức

Key Message
“Surf mang hương Tết,

Gắn kết gia đình"
Awareness Consideration Amplify

IMC plan (2 weeks) (3 weeks) (2 weeks)
Attract attention and leverage Stir up brand discussion about Tet Encourage user-generated
brand’s purpose by linking Surf’s and fragrance through TVC which content to celebrate and
Objectives purpose with Tet’s insight gathers the whole family and collect authentic family
creates positive bonding moments moments from real users
Key activities Social Discussion Viral clip Photo sharing contest
Digital Social Media, News site, SERP Social Media, SERP, News site Social Media, Review, Forum
Customers’
touchpoints WOM, OOHs WOM, TV, In-store activation WOM/Referral
Physical
Display Ads Display ads Forums’ content, seeding

UGC In-app ads SEO, SEM
Supporting tactics PR Booking Social media ads PR booking
Forum seeding TV ads
400,000 engagement on Facebook 5,000,000 video views 2,000 participants join the
KPI fanpage and Youtube Ad impressions: 18,000,000 contest
3,000,000 video views 20,000 discussions, 98% positive
Phase 1: “Hương tết trong bạn là?”

Objectives
Create effect and attention to the topic to be discussed: What
does Tet smell like?
Description
● Use a short film about 30 seconds to trigger the Tet’s scent
question to draw attention about the campaign’s message
which is the connection between scent and cohesion.
● Book KOLs/influencers to post content and share their point of
view about “What does Tet smell like?”
Media Channels
● Facebook: Post video clip, sharing from KOLs, seeding
● Youtube: Post video clip, Ads
● Tiktok: Ads
● Forum: Share video clip -> create discussion and drive traffic
● PR: e-news
Phase 1: “Hương tết trong bạn là?” (From 19th Dec 2021 to 2nd Jan 2022)
Content of the short video (30s) Channels
Gather opinions from suburban women about the Why we choose these channels
question “What does Tet smell like?” e.g: Tet has the ● They are most frequent digital touchpoints around Tet holiday
smell of sweat from cleaning, the scent of fresh ● Able to approach a large number of consumers -> create a
flowers, the smell of fortune, etc. At the end, we raise a common topic for people to discuss about
big question for all customers about the smell of Tet. What we do in these channels
Facebook:
● Post the short clip on Surf’s fanpage and share into communities
KOLs/influencers’ post on social media
related to homecare/family (Chia se kinh nghiem cham soc gia
dinh - 10.9K members, Doi song suc khoe gia dinh - 87.8K users)
● Potential KOLs/influencers: Lam Vy Da, Thu Trang,
● Sharing from KOLs/Influencers on their facebook accounts
Hari Won, Thanh Thuy, Thuy Diem, Oc Thanh Van,
Thu Huong (Mẹ KOPO).
● Write a post/ short video (at least 1 minute) to share Youtube: Post the clip on Surf official channel and run ads (overlay
their opinions about the scent of Tet, related to the ads/display ads/ bumper ads)
memorable moments of them. Tiktok: run native video ads
● The content will be posted on the KOLs/influencers’ Forum: raise discussion and drive traffic to Facebook and Youtube
channels with the hashtag #huongtettrongtoi fanpage (lamchame.com, meovatcuocsong.today)
PR: write post in e-news to stimulate discussion and drive traffic to
Facebook and Youtube fanpage (Kenh14.vn, VnExpress.net,
Baomoi.com, Afamily.vn)
Phase 1: “Hương tết trong bạn là?” on Facebook
Short video posting on Surf’s

Discussion in communities
Facebook Fanpage
KOLs/Influencer’ post
Phase 1: “Hương tết trong bạn là?” on Youtube
Non-skippable ads: 15-second ads play

before, during, or after other videos.
Viewers don't have the option to skip the
ad (Ted, 2020)
Display ads: rectangular banners

appear on the bottom 20% of the
video player (Ted, 2020)
Overlay ads: appear overlaid on the

bottom of the YouTube video player on
the YouTube watch pages (Google,
n.d.)
Phase 1: “Hương tết trong bạn là?” on other channels

Tiktok
Forum seeding
PR (e-news)
In-feed Ads: place at the end of TikTok videos.

These ads also redirect to Surf’s Facebook
fanpage (Google, n.d.)
Phase 2: Consideration
“Surf mang hương Tết, gắn kết gia đình” TVC
Objectives
Stir up brand discussion about Tet and fragrance through

TVC which gathers the whole family and creates positive
bonding moments
Media Channels
● Facebook: Posting short clips on fanpage, sharing posts

from KOLs/influencers, seeding in communities to direct
people to discuss
● Youtube: Post short clip on official channel and run ads
● Tiktok: Upload a shortened version of the short clip
● Forum: Share original videos & related posts -> create
discussion and drive traffic to facebook, youtube.
● PR: e-news
Viral Clip Description
● Characters: Lâm Vỹ Dạ (LVD) as a housewife, her family

(husband, grandparents, a daughter and a son who came
back from the city for Tet holidays).
● Context & storyline: Tet is an important celebration, and LVD

has to deal with so many things, especially the unwanted
smells, to make sure the house clean and smell ready.
However, it makes LVD so tired after cleaning the house and Preparing for Tet creates the unwanted
smells to clothes & spaces
she cannot enjoy the reunion moments with her family. With
Surf as a masterbrand, now everything from floors, clothings
to dishes in the house smell so good, and it is the smell of Surf mang hương Tết
happiness when everyone become closer and fully enjoy Tet.
Gắn kết gia đình
● Background music: Vibrant, funny parody of a popular song
with the lyrics talking about all kinds of smell in Tet.
● Art direction: Full of colors, bubbles, flowers that represents

Tet, plus “smell waves” and the images of the Tiger - mascot
of Tet 2022.
With the fragrance from Surf products, LVD can easily deal
with unwanted smell and enjoy Tet with her family.
Media channels:
Timeline: From 3rd January 2021 to 24th January 2022
Youtube:
● Upload the viral clip
● Run 3s ads in channels related to homecare, Tet, clothes. (Reach: 4
Millions, Frequency: 2 times per week.)
Facebook:
● Official page: Post the clips with daily posts about Tet smell
● Run 6s Facebook ads on pages and contents related to homecare,
housewife, Tet, fast movies.
● Target ads in the span of time between 8-11 am, 3-5 pm, 9-11 pm. At
these hours the housewives usually finish the chores and spend time
surfing the internet. (Reach: 11 Millions, Frequency: 3 times per week.)
Traditional channels:
● TVC will be broadcast between 1-3pm (when the housewives watch TV
before the afternoon nap), 6-8 pm (when they watch TV during family
dinner).
Display ads:
● On news page such as: Eva, Soha.vn, Phunuvietnam
● Search engine with keywords related to Tet, homecare, news clothes.
Phase 3: “Tết gắn kết”

Objectives
Celebrate and collect authentic family moments
from real users.
Description
● Collaborate with Yeu Bep Group to create a social campaign
about the family reunion after a year of separation due to
Covid-19
● This contest encourage people to take photos and share
family moments using the hashtag #Tetganket
Media Channels
● Yeu Bep group
● Facebook fanapge: share the contest on fanpage, seeding in
the community to encourage more participants
● Search engine platform: SEO, SEM
● PR: e-news
Phase 3: “Tết gắn kết”

Why “Yeu Bep"? Timeline from 25th Jan 2021 to 10 Feb 2021
● “Yeu Bep" is a leading culinary & lifestyle community in ● Yeu Bep Group:
Vietnam with 1.9 million members in July 2021.
Start challenge from 25th Jan
● The group has a positive influence on society, spreading
from the kitchen, the spirit of loving family, taking care of ● Facebook fanpage post:
the housework. (Ai, 2021) Promote this contest on FB fanpage to recruit
● They own community campaigns that have a great more participants
impact on society which help stabilize socio-psychology,
inspire positive emotions in the community, and avoid
the outbreak of gender inequality at home (Ai, 2021)
● Strengths: high UGC with real stories & photos; high
group interaction (up to thousands interactions per
post),... (Nhu, 2021)
Budget Social media 62,500
Traditional media 25,000
Display ads 37,500
E-commerce ads 12,500
SEM/SEO 25,000
20,000
Social/Forum seeding
12,500
In-app ads (Homecare,
cooking apps,..)
PR articles 30,000
KOLs/Celebrity 25,000
Production cost (TVC, 70,000

visual, KOLs,..)
Promotion (Discount, 30,000

voucher,..)
References
Ai, L. (Jan 15, 2021). “Yêu Bếp” - Nơi lan tỏa tình yêu món ăn, tình thương gắn kết gia đình trong mỗi căn nhà nhỏ. Kenh14. Retrieved
from
https://kenh14.vn/yeu-bep-noi-lan-toa-tinh-yeu-mon-an-tinh-thuong-gan-ket-gia-dinh-trong-moi-can-nha-nho-202101151
50834777.chn
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https://www2.deloitte.com/mm/en/pages/consumer-business/articles/vietnam-consumer-survey-2021.html
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References
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https://www.youtube.com/watch?v=KfhS14_AOrg
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https://www.youtube.com/channel/UCMSpyt2VBoemQ_qVyf1wA8g
Simon, K. (Feb 11, 2021). DIGITAL 2021: VIETNAM. Datareportal. Retrieved from
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References
Surf vietnam. (n.d.). Home [YouTube Channel]. YouTube. Retrieved July 17, 2021 from
https://www.youtube.com/channel/UCANi4VejfUakjDLDQbIrDhg
Ted. V. (2020). What is YouTube Display Advertising & How to Create a Great Ad. Instpage. Retrieved from
https://instapage.com/blog/youtube-display-advertising
Kantar (2020) Kantar Worldpanel division Vietnam insight handbook 2020
Kantar (2021) Kantar Vietnam panel 2021.

Appendices
Appendix 1: Vietnam's 2020 ranking - Homecare (Kantar, 2020)
Appendices
Appendix 2: Social media users Appendix 3: Primary social media apps among millennials in
Vietnam as of 1st quarter of 2021
Appendices
Appendix 4: Popular online channels to view ads Appendix 5: Platforms consumers could not live
(Q&Me, 2019) without at Tet (Decision Lab, 2020)
Appendices
Appendix 6: Why music platforms are Appendix 7: Platforms to watch short
important in Tet? (Decision Lab, 2020) videos in Tet (Decision Lab, 2020)
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GROUP ASSIGNMENT

Unit name: Digital Marketing Unit number:

Title: Final Group Assignment

IMC Plan References &

0.1% increase in market share Increase masterbrand ● Achieve 1,000,000 campaign

Category Analysis 10.1

Sunlight 1 Sunlight 54.0

7.4 Omo 2 Omo 42.3

3.4 Lix 5 Aba 20.6

% Value change 9 Net

Q1 2020 Q1 2021 1.8 An An 10 Viet Nhat 10.0

Powder detergent: 80k - 250k

Online: Lazada, Tiki, Sendo.

● Various product lines

● Low interaction with customers

Unlike other competitors that simply stress on products’

Competitor Analysis Price

Instead of cleaning capacity, Surf tends to

However, it has no competitive advantage in

-> Surf is to encounter a big challenge to

68.72 551K 70.3%

Customer Analysis 2. Platform consumer use to watch short video

Media behavior at Tet 44% 41% 29% 39%

1. Platform consumer couldn’t live without Pre Tet In Tet

Facebook, Youtube and Zalo are the three lead apps

Why music platforms are important in Tet?

88% people agree that they listen to Tet music for

Passive Explore Drivers

Social Media SEM Review Retarget ads Social UGC (Facebook,

WOM WOM WOM/ Referral Trade activities WOM

The housewife plays an important role

And in gatherings, scent is the factor that

Take care of housework in Surf's Tet product set meets

Connecting family The scent of Surf brings people

Tết thơ phức

“Surf mang hương Tết,

Awareness Consideration Amplify

Key activities Social Discussion Viral clip Photo sharing contest

Display Ads Display ads Forums’ content, seeding

Phase 1: “Hương tết trong bạn là?”

Content of the short video (30s) Channels

Phase 1: “Hương tết trong bạn là?” on Facebook

Short video posting on Surf’s

Phase 1: “Hương tết trong bạn là?” on Youtube

Non-skippable ads: 15-second ads play

Display ads: rectangular banners

Overlay ads: appear overlaid on the

Phase 1: “Hương tết trong bạn là?” on other channels

In-feed Ads: place at the end of TikTok videos.

Stir up brand discussion about Tet and fragrance through

● Facebook: Posting short clips on fanpage, sharing posts

Viral Clip Description

● Characters: Lâm Vỹ Dạ (LVD) as a housewife, her family

● Context & storyline: Tet is an important celebration, and LVD

● Art direction: Full of colors, bubbles, flowers that represents

Phase 3: “Tết gắn kết”

Phase 3: “Tết gắn kết”

Budget Social media 62,500

Traditional media 25,000

Display ads 37,500

E-commerce ads 12,500

Production cost (TVC, 70,000

Promotion (Discount, 30,000