UNIVERSITY OF FINANCE - MARKETING

FACUTY OF MARKETING

FINAL EXAM

INTEGRATED MARKETING
COMMUNICATIONS
Classroom section: 2111702049711

GROUP ASSIGNMENT

Teacher: Ms. Nguyễn Thị Minh Ngọc

MEMBERS OF THE GROUP:

1. Nguyễn Trúc Ân - 1921005338

2. Trần Khánh Minh - 1921000861

3. Dương Lai Mẫn Mỹ - 1921000676

4. Trần Thị Minh Thủy - 1921003770

Ho Chi Minh city, 2021

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 TABLE OF CONTENTS
I. EXPLAIN THE COMMUNICATION PROCESS AND ILLUSTRATION BY
A SALES PROMOTION ACTIVITY ....................................................................... 1
THE COMMUNICATION PROCESS .................................................................. 1
ILLUSTRATION BY A SALES PROMOTION ACTIVITY ............................. 2
II. INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN FOR
PUMA WITH THE PURPOSE OF LAUNCHING PUMA FAST RIDER
COLLECTION IN VIETNAM MARKET ............................................................... 7
1. INTRODUCTION ................................................................................................ 7
MARKET OVERVIEW ......................................................................................... 7
MARKET DEMAND ............................................................................................ 8
COMPETITOR ...................................................................................................... 8
BRAND INTRODUCTION ................................................................................ 11
BRAND INTRODUCTION ................................................................................. 11
S.W.O.T ................................................................................................................ 12
2. IMC OBJECTIVES ........................................................................................... 12
3. TARGET AUDIENCES .................................................................................... 13
INTERNAL .......................................................................................................... 13
EXTERNAL ......................................................................................................... 14
4. PROGRAM......................................................................................................... 15
CREATIVE STRATEGY .................................................................................... 15
DEPLOYMENT PLAN ....................................................................................... 17
5. MEASURE AND CONTROL ........................................................................... 37
MEASURE AND EVALUATE ........................................................................... 37
CONTROL ........................................................................................................... 37
6. REFERENCES ................................................................................................... 39
7. APPENDIX ......................................................................................................... 40

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 Student name – General scope
Personal scope of work Contribution
Student code of work

The communication
Nguyễn Trúc Ân - process, Illustration by a
100%
1921005338 sales promotion activity,
Target Audiences

Illustration by a sales
Trần Khánh Minh -
promotion activity, IMC 100%
1921000861
Introduction, Edit Word Objectives;
Program;
Illustration by a sales
Dương Lai Mẫn Mỹ - Measure and
promotion activity, 100%
1921000676 control
Introduction

The communication
Trần Thị Minh Thủy - process, Illustration by a
100%
1921003770 sales promotion activity ,
Target Audiences

3
 I. EXPLAIN THE COMMUNICATION PROCESS AND
ILLUSTRATION BY A SALES PROMOTION ACTIVITY

THE COMMUNICATION PROCESS

The communication process begins when the source selects words, symbols,
pictures, and then presents the message that will be delivered to the receivers. This
process, known as encoding, involves putting thoughts, ideas, or information into a
symbolic form. The sender's goal is to encode a message in such a way that it will be
understood by the receiver, and that message must be based on the receiver's
experienced area. This means using words, signs or symbols that are familiar to the
target audience. And the purpose of the sender in this process is to obtain the
receiver's response and feedback.
- Sender: advertisers (brands, businesses) have products and brands that they
want to convey to customers. Sender can also be an individual who has a message to
convey such as KOLs, celebs, etc.
- Source: Sender transmits information thanks to source (3rd object): image,
character represents sender conveys information
- Encoding: the process of encoding the message, making the message more
persuasive, attracting more attention
- Channel message: channels of communication are of two types, non personal
and personal
● Non Personal channels of communication are those that carry a message
without direct, interpersonal contact between the sender and receiver. Nonpersonal
channels are generally referred to as the mass media or mass communications, since
the message they contain is directed to more than one person and is often sent to
many individuals at one time
● Personal channels: personal selling/ worth of mouth: can send messages
to each person, and can personalize the message (message changes, there are
individual differences).
- Decoding: receiver tries to decode the transmitted message and understand the
main information being transmitted
- Receiver: customers, the public, financial intermediaries (banks, insurance
companies,...), shipping intermediaries, distributors, agents, etc
- Response: the way they react and act, can change the thoughts and behavior
of receivers
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 - Feedback: receivers send feedback
- Noise: in the communication process, you have to face factors that interrupt
or hinder the communication, coming from many different sources. There are noises
that can be controlled but there are also noises that can't be controlled.
=> Sender encodes the message based on the sender's field of experience, they need
a channel/media to transmit the encrypted message. Receiver decodes based on
receiver’s field of experience

ILLUSTRATION BY A SALES PROMOTION ACTIVITY

COCOON X SUBOI: “QUEEN” CHẤT from 19th October to 20th

October: OPENING FOR SALE LIMITED COFFEE COMBO
"QUEEN" + RECEIVE FREE GIFT 0 VND.
“QUEEN” CHẤT is a limited collection of cosmetics company Cocoon and
rapper Suboi on the occasion of Vietnamese Women's Day October 20. The collection
includes 02 exfoliating products for the skin with the main ingredient being Dak Lak
coffee

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 Sender
Cocoon Vietnam – 100% vegan Cosmetic Brand of
the Cosmetisc NATURAL STORY COMPANY
LIMITIES

Source: Rapper Suboi

 Source credibility:

Suboi is known as the first female rapper to bring Rap

into Vietnam, Suboi is also one of the 4 most powerful
coaches in the Rap Vietnamese program. When it
comes Attractiveness
Source to Rap, Suboi is still a hot name and is interested
by many young people.

Suboi is a person with a strong personality, carrying

her own aura and always shining with her passion.

 Source Attractiveness

*Similarity: The similarity between

Suboi and receiver is the freshness,
creativity and rebelliousness. They have
lll own style and personality, want to
their
show their own "personality" to be
different and unique, and live fullest with
passion.
*Familiarity: When it comes to
female rappers in Vietnam as well as in the
world, people cannot ignore the famous
name Suboi. Customers who feel familiar
and close to the source will help Cocoon
brand and the campaign get more
attention, conveying messages more
widely to customers.
*Likeability: Suboi is loved by fans of gen Z and Millennials because of her
unique and strange fashion style, rebellious personality, closeness

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  Source Power

Perceived control: Through the

poster of the collaboration between
Cocoon and Suboi, with the outstanding
red - yellow design color, bold hiphop
style, TA could get a unique, personal
and outstanding feeling, out of the
comfort zone that is consistent with the
image that the brand wants to convey.
Perceived concern: When
looking at the campaign's poster, the
receiver has more specific thoughts
about the message Cocoon wants to
convey: "Queen" Chất - there is always
a queen present in yourself. Whoever
you are, with whatever personality, you are always different and unique in your own
way and let’s show your own "queen".
Perceived scrutiny: The image of the combination of Cocoon and Suboi arouses
people's curiosity about the product, so they will be interested and switch to buying the
product to use.

Encoding Message
Message: “QUEEN” CHẤT - ĐÁNH THỨC CHẤT “QUEEN” BÊN TRONG
BẠN (Slay “QUEEN” - AWAKE THE QUEEN INSIDE YOU”)
“Queen” Chất was inspired by 02 main inspirations:
1) Pure, concentrated ingredients of Dak Lak Cocoon coffee
2) Suboi's "personality" - the factors that make Suboi become a unique rapper in
the music
Taking advantage of “chất” factor, Cocoon cleverly found the harmony between
rap music - skincare, between human - nature elements to highlight the uniqueness of
this collection

Sales promotion vehicles

Customer oriented: The brand combines the Free premiums and Price-off
deals vehicles in the activity
1. BUY Limited Combo "Queen" Substance (Dak Lak Coffee cleanses dead skin
on body and lips) for 190,000 VND GET Dak Lak Coffee cleans dead skin on
face for 145,000 VND

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 2. GET FREE Coffee Dak Lak Coffee to clean the face for 145,000 VND for
orders from 249,000 VND (excluding the limited combo "Queen Chất” )
3. 15% OFF All products (excluding the limited combo “Queen Chất”)

Channel
Non Personal Channels: Cocoon posted sales promotion activities for the limited
collection “Queen chất” via social networking platforms: Facebook, Instagram, along
with online article

Decoding
Receivers can easily understand the message through the posts and images that
Cocoon wants to convey and participate in this activity

Receiver
First is Cocoon Vietnam's main target audience group. The target audience here
is young people, especially young girls. They have their own personality and always
want to express themselves, and also have a love for the brand or source Suboi. Besides,
they often use social platforms to receive information.
On the other hand, receivers are also marketing intermediaries like Shopee,
Lazada,..

Noise
Because this activity was held on October 20th, which is the Women’s Day of
Vietnam, hence, this is also a special occasion for other brands to run different sales
promotions, and can focus on the same TA group with Cocoon. Especially, these sales
promotion activities may take place on social networking platforms, so they may cause
noises, disrupted TA from the brand.

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Response
Attracted 200 comments, more than 3000 likes and 57 shares of TA through
Cocoon Viet Nam's posts through social media: Instagram, Facebook.
Over 800 combos of Dak Lak coffee Cocoon with limited edition "Queen chất”
sold through e-commerce sites Shopee and Lazada in 2 days
Over 300 combos of Dak Lak coffee Cocoon with limited edition "Queen chất”
sold through Facebook, Instagram, Website cocoonvietnam.com in 2 days.

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 II. INTEGRATED
II. INTEGRATED MARKETING
MARKETING COMMUNICATIONS
CAMPAIGN FOR PUMA
COMMUNICATIONS WITH THE
CAMPAIGN PURPOSE
FOR PUMAOFWITH
LAUNCHING
THE PURPOSE PUMA FAST RIDERPUMA
OF LAUNCHING COLLECTION IN
FAST RIDER
VIETNAM MARKET
COLLECTION IN VIETNAM MARKET

1. INTRODUCTION

MARKET OVERVIEW
Specifically, statistics from Statista
show that the worldwide sneaker
market from 2020 to 2026 is valued
at about $79 billion. It's forecast to be
worth $119.5 billion by 2026. Given
its massive growth, it's no surprise
that sneakers are considered big
business. This number shows the
strides of the sneaker industry around
the world in general and Vietnam in
particular.
- Revenue in the Footwear market
amounts $1,090M in 2021. The
market is expected to grow annually
by 16.47% (CAGR 2021-2025).
- The market's largest segment is the
segment Sneakers with a market
volume of US$314M in 2021.
- In the Footwear market, volume is
expected to amount to 60m prs. by
2025. The Footwear market is
expected to show a volume growth of
30.6% in 2022.
- The average volume per person in
the Footwear market is expected to
amount to 0.41 pairs in 2021.
- By 2021, 90% of sales in the
Footwear market will be attributable
to Non-Luxury goods.
In the 2000s, the sneaker market in
Vietnam did not have a specific perception
of sneakers, simply understood as "shoes
are for wearing on feet", even "sandals are
also considered as shoes". Until 2013
onwards, with the explosion of the Internet
and technology and the expansion of
basketball, it brought shoe culture to
Vietnam in the most powerful way,
changing the minds of young people and
the elderly. The shoes are created with
their own technologies and have specific
purposes and uses that brands bring to the
user and when worn on the foot. No longer
simply means sports shoes such as
athletics, basketball, tennis with
innovation in fashion thinking and
breakthroughs in art, a new culture called
“ Sneaker Collection” is formed. This is a
potential opportunity for the Vietnamese
sneaker market..

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 MARKET DEMAND
Nowadays, the trend of international economic integration is enhanced, the needs
of people's lives are constantly improving, requiring people to constantly move and
work vigorously to integrate into modern life. Therefore, exercise is indispensable, they
need to be healthy to study, work and play. This leads to a significant increase in the
demand for sports shoes, everyone needs a pair of shoes and ensures that they can be
comfortable and confident when walking in those shoes.
Sports shoes are no longer a fad thanks to the push of technology and
groundbreaking new designs. People wear sports shoes not only for sports use but also
with the trend of athleisure, a sneaker has become a fashion item that many people like
because of its comfort and convenience. Fashionistas can freely express their
personality and create new trends, streetstyle with a unique highlight in personal style
helps to win the hearts of many people, especially young generations.
No matter how many new fashion materials appear, retro is still considered one
of the most attractive trends in the world fashion market. With the Retro trend, the
"nostalgia" in modern style has created for fashion enthusiasts a playground to unleash
their creativity, creating new products with bold beauty of the past. These are the
fashion quintessence from forebears around the world that are a source of abundant
inspiration for young people in shaping and developing their own identities. With Gen
Z and Millennials - a generation of sneakers that always require uniqueness, they look
for retro/vintage styles with eye-catching, highly applicable and diverse combinations.

COMPETITOR

DIRECT COMPETITORS

ADIDAS
The global sportswear company
which is considered Puma's "eternal rival"
not only in the market but also because the
founders of both brands are brothers from
the same family. Adidas is the world's No.
2 best-selling shoe brand by revenue in
2020. Some product lines that compete
directly include the Adidas Ultraboost
and Adidas NMD lines.

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 NIKE
Nike is a cult American sports brand with extensive experience in the
development and innovation of impact protection systems. Nike produces high-end
product lines, stylish designs and engaging PR campaigns. Throughout the years and
up to the present time, Nike has launched many Nike Air Max lines - making the
most of the midsole for the Air cushioning, making the wearer's steps smoother and
softer. Besides, Nike Air Max is also a symbol of successful combination of sports
orientation and street application. In just 30 years, the Nike Air Max has become
one of the best-selling sneakers in the world year after year.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

NEW BALANCE
The world is no longer boiling with the
trendy styles of Nike, Adidas because fashion is
inherently cyclical. Recently, the return of New
balance with classic, retro and vintage styles
has been strongly revived. Coming from an
American brand that stands out for its classic
style and relatively cheap price, New Balance
has returned to its heyday in recent times when
streetstyle is in a new phase, the market is less
interested. to shoes with the "Hypebeast" label,
but instead for durable sneakers, shoes of
quality that match its price.
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

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 REEBOK
Was founded in 2005, used to compete
directly with Nike in the 80s. Until now, Reebok
has become a sub-brand of Adidas, a manufacturer
of sports shoes, apparel and accessories. Having
abandoned the professional sports market in 2013,
Reebok is now focusing on investing in CrossFit.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

BITIS
Representing a Vietnamese shoes brand
with a history of more than 40 years of
establishment and development has always been
at the forefront with the motto of cherishing
Vietnamese feet, but under competitive pressure
from big players like Nike, Adidas making Bitis
gradually weaker. Since then, the introduction of
Biti's Hunter product line immediately became a
craze for Vietnamese youth. Biti’s Hunter now
also has many high streetwear fashion products,
along with lightweight materials to help the
wearer feel comfortable during sports activities.

INDIRECT COMPETITORS
Realizing the great potential of the sports shoe market, the world's leading luxury
fashion brands have also invested large sums of money, including many prominent
names such as Louis Vuitton, brands of Kering group such as Gucci, Prada and
Balenciaga.

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 BRAND INTRODUCTION
BRAND INTRODUCTION
Puma Pumais is
a asports fashionbrand
sports fashion brand from
from Germany with mainly footwear, clothing, sports
Germany with mainly
equipment and lessfootwear, clothing,such as watches and perfumes. The company
popular products
sportsproduces
equipment
up to 500and lessmodels
product popular
targeting 4 main segments: Sportstyle, Running,
products such as watches and perfumes.the products is healthy, youthful and liberal.
Training and Selection. The style of
TheExperiencing
company produces up to 500
many different product
stages, but up to now, Puma still retains its form as one of
models targeting 4 main segments:
the most loved sports brands. Puma is known worldwide for its high-performance
Sportstyle,
athletic shoesRunning, Training and sneakers. More specifically, when it comes to
as well as lifestyle-oriented
Selection.
PUMA,The style
no one doesofnot
the products
think of Fast is
Rider - one of the legendary sneakers from this
healthy,
brandyouthful andofliberal.
with an age up to 40 years. Fast Rider was first introduced in the 1980s when
athletics was a popular sport and created a running trend among young people. After
Experiencing many different stages, but up to now, Puma still retains its form as
more than 40 years, Fast Rider still maintains its form to reappear with two new versions
one of the "Future
called most loved sports
Rider" and brands.
"Style Rider".Puma
This newis known worldwide
duo inherits fordesign
the original its high-
performance athletic
features of the shoes as of
first generation well
FastasRider,
lifestyle-oriented
but is improvedsneakers.
with a bitMore specifically,
of freshness from
whentheit comes to PUMA, no one does not think of Fast Rider - one of
color scheme, material and sole with shock absorption mechanism. Overall, the the legendary
sneakers
PUMA from this Rider
Future brandand
with an age
PUMA of up
Style to 40
Rider years.
mixes are Fast Rider
not very was first
different introduced
in terms of
in the
body1980s
shape,when
their athletics
differencewas a change
is the popularinsport andofcreated
the color a running
the position of the trend among
shoe parts.
young people. After more than 40 years, Fast Rider still maintains its form to reappear
with two new versions called "Future Rider" and "Style Rider".
This new duo inherits the original design features of the first generation of Fast
Rider, but is improved with a bit of freshness from the color scheme, material and sole
with shock absorption mechanism. Overall, the PUMA Future Rider and PUMA Style
Rider mixes are not very different in terms of body shape, their difference is the change
in the color of the position of the shoe parts.

11
 S.W.O.T

STRENGTHS WEAKNESSES

- Being a longtime sneaker brand in - The ability of design and material

the market so PUMA has already built science is not as groundbreaking as the
a high brand awareness. competition
- Unique design with sporty style, high - Communication activities for Fast
convenience, applicability and Rider Collection in Vietnam are not
fashionable colors. outstanding to impress customers
- The product is made of high quality,
durable materials.

OPPORTUNITIES THREATS

- Fashion trend of retro colors, - The sneaker market has many

returning to the 80s is in vogue
- Young people love dynamic, fresh
and streetstyle fashion
- Increased customer demand for
sports shoes
- Sneakers have become a favorite
fashion item because of their comfort
and convenience.
competitors with a variety of products
- Counterfeit and non-genuine goods
affect business
- Fashion trends are diverse, constantly
changing.

2. IMC OBJECTIVES

Business objectives:
- Volume sales: 600.000 pairs within 6 months
- Penetration rate: 20% of Target audiences
Communication objectives:
- Increase 80% awareness of target customers for products and brands through social
media channels and outdoor activities within 6 months

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- Increase 40% preferences of target customers for products and brands through 6
months campaign
- Convert 30% target audiences to be new users within 6 months campaign.
10% current customers to be frequent buyers within 6 months campaign

3. TARGET AUDIENCES
INTERNAL
Customers and clients
Demographic
- Age: 18 - 35 gen Z and Millennials
- Gender: Female and male
- Income: >15M
- Career: students, officers, freelancers
Geographic: 6 big cities: Ha Noi, Ho Chi Minh City, Hai Phong, Da Nang, Nha Trang,
Can Tho
Psychological: .
- Afraid of "missing out" of hot, trending fashion trends
- Want to be fully exposed with their own personality, own fashion style.
- Fear of buying fake, unbranded, low-quality sneakers
Behavioral characteristics
- Tend to dress stylishly, fashionably, with individuality and unique style.
- Regularly shop and have a hobby of collecting shoes, sneakers, especially
colorful, eye-catching ones.
- Looking for quality shoes, sneakers that meet the needs of participating in
sports, street or daily activities
- Loyalty is medium - low, like to discover new products, especially fashion
products
- Willing to pay for branded, authentic and high quality fashion products.
Media Behavioral
- The frequency of going to social networks is high (about 5-8 hours/day) and
being heavily influenced by friends, KOLs, Influencers,...Youtube, FB,
Instagram, Tiktok are the social platform that they usually use and for each
platform, they also have The common topic that they tend to watch or look for.
Example:
- Youtube: shoe reviewers, vloggers

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 - Facebook: genuine shoe review group, check legit: Authentic Sneakers
Market, Sneaker Community Vietnam, Sneaker Legit Check and pages
of big brands like Nike, Adidas, Puma,...
- Tiktok: vloggers, content of creators to recommend sneakers,...
- There is a reference to the feedback and reviews about shoes in genuine shoe
groups
Intermediaries: cooperates with brick-and-mortar distribution intermediaries and e-
commerce sites such as Lazada Mall, Shopee Mall, Maison distributor,...

EXTERNAL
Community members people who care and love sneakers. They like quality, durable,
branded real shoes for sports as well as some other daily activities with unique design,
streetstyle. They share knowledge about shoes, recommend and feedback quality shoes,
trending shoes, share about reputable shoe stores, or discount deals, ... and also a place
to buy and sell shoes: Authentic Sneakers Market, Sneaker Community Vietnam,
Sneaker Legit Check, Hội Ghiền Puma.
Educators group
Lạ sneakers: Lạ Sneaker is a youtube channel that
specializes in sneakers reviews and is watched by many
young people. They will learn a lot of skills about sneakers,
reviews about hot sneaker shoes worth buying from famous
brands such as Nike, Adidas, Convert, Vans, etc. Lạ
Sneaker has affirmed his position and gradually become a
place for people to refer before making any decision for
their sneaker.
More than 376K followers on Facebook. More than 425K subscribers on Youtube via
Lạ Sneakers channel. Average views: Over 50K views a month . Average posting
video: 2 video/ 1 week. Average likes: 1000 likes/ 1 video
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
Fabo Nguyen: Fabo Nguyen is a popular name in the
world of hypebeast and sneakerhead in Vietnam. He is one
of the few YouTubers who are loved for his polite and
friendly way of talking. He mainly makes clips of breaking
boxes of shoes, clothes, watches, etc., and shares his
knowledge around this luxury hobby. Netizens are all in
awe of this young master's knowledge of shoes. As
mentioned, he would be a perfect educator to collaborate
with PUMA to review the two mashup versions of the Fast
Rider collection.

14
More than 175K followers on Facebook. More than 175K followers on Youtube via
youtube channel Fabo Nguyen. Average view: Over 100K view a month.Average
posting video: 2 videos/ a week. Average like: 5K likes/ 1 Video
The media: Cooperate with press channels, register ads on Youtube, Facebook,
Instagram,...
Civic & Business Organizations:Vietnam Leather, Footwear and Handbag
Association (LEFASO), Vietnam Textile and Apparel Association (VITAS), Women’s
National Basketball Association (WNBA)

4. PROGRAM

CREATIVE STRATEGY
3 Models of truth
Category truth Product truth Customer truth
Providing high The unique design combination Sneakers are part of
quality sneakers, with the iconic retro and modern indispensable fashion
also with many streetwear style presents as the next items that help to define
unique designs and playful generation of the legendary my style, to express my
colors to suit many Fast Rider, that makes a vibrant, personality
different playful splash on every street.
personalities with Moreover, the Riderfoam brings a
different streetwear feeling of elasticity, smoothness
styles. and definitely a fairly light weight
that helps you comfortably unleash
your true self in every single
activity in daily life.

Desire: Express themselves differently, unique in fashion and personality, stand out
from the crowd, want to be comfortable and confident to work and unleash their full
energy for all day.
From customer’s need to product proposition
- Purpose of sports activities, comfortable participating in daily activities:
Product proposition adapting:
The Future Rider and Style Rider both have the same materials such as:
- New material play with textile upper and overlays in suede
- Lightweight deconstructed upper with minimal padding and lining for extra
comfort

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 - Newly developed RIDERFOAM midsole for high rebound
- Bold, bulky midsole made out of IMEVA
- Subtle corrugated, shock-absorbing outsole.
- Rubber material with a spike structure named Federbein, alongside a balance
construction at the heel in TPU.
- Show strong personal style, standing out, attract attention from surrounding:
Product proposition adapting:
- The unique futuristic design of modern streetstyle combined with retro colors of the
80s.
- The outsole inspired in the original 80’s “federbein” construction
- Eye-catching TPU gel on heel in bright red
- Vibrant blue color paired with red and neon green or juxtaposed with bold 80s color
splashes like neon green, pink, orange and violet
Insight
“As a young and energetic generation, I always strive to find and shape my own style,
so that I could literally stand out from the crowd. For me, sneakers are indispensable
items that help me to express my own personality. Deeply insight, I am really attracted
to those high quality sneakers that have a very unique design with eye-catching colors,
along with soft and elastic materials that keep me comfortable. So every time I wear it
on, I can unleash my full energy and personality that differentiates me from everyone
else.”
Big Idea: It’s “Our” Time
Explain big idea:
“Our” has the same pronoun with “R”, which is the first letter of these words Retro,
Relive, Rider, Resurgence,..
“Our” time means PUMA together with the playful young generation creates the
perfect moments, the ideal time that they could truly express their personalities, their
own styles. “Our time” makes the feeling that they own the whole playground and they
are the one who conquer everything.
Key message: Everytime is Our time
No matter where, or in what era, it is our time to show the world who we are, it’s our
time to unleash the unique side.

16
 DEPLOYMENT PLAN

Budget: 8 billion VND

Timing: 6 months (Jan – June 2022)

STAGE AWARENESS ENGAGEMENT AMPLIFY

Our time to Relive Time to find out “Who Enjoy “our” time
Tagline
the glory days Rider are you?” together

1/1/2022 - 31/1/2022 1/2/2022 - 30/4/2022 1/5/2022 - 30/6/2022

Time

Creating wide Create a connection of Spread the message

awareness of the target customers with the of confidence to
return of Fast Rider brand and products through unleash your
Collection, made a the messages that the brand personality to TA
strong impression on wants to convey.
Vietnamese
Highlighting the trendy
sneakerheads about Fast Rider
style of young people and
the mashup Future Collection has wide
helping them to stand out
Rider & Style Rider. coverage
among thousands of people
The collection will with similar wearing styles
be the perfect match through the two versions
Objectives for the Vietnamese that perfectly combines the
playful young retro colors with modern
generation (Gen Z & streetwear
Y), helps them to
enjoy every moment
with the brand and
also convey the
message: “No
matter what era,
together with
PUMA, everyday is
the glory day.”

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 - Viral clip: “Relive - Viral clip “Who Rider - Offline music
the glory days” are you? - Young event PUMA
FUTURE RIDER vs Festival 2022:
- Create a microsite
Playful STYLE RIDER- Enjoy “our” time
for information
Unleash your wild side together
about the collection.
- Create a disputation - OOH: PUMA
between Team Future or Festival 2022:
Key hook
Team Style through social Enjoy “our” time
media platform together
- Video tiktok Who Rider - Sweepstake at the
are you? - “Future” or music event
“Style” made by KOLs:
Chau Bui, Tlinh, Quang
Dang, CiiN

PR, Blog, Social PR, KOLs review, Social Social Media, PR,
Supporting
Media, Youtube, Media, Sales Promotion, OOH, Sales
tactics Digital banner OOH Promotion

Budget 0.5B 1.5B 6B

PHASE 1: OUR TIME TO RELIVE THE GLORY DAYS

(1/1/2022 - 31/1/2022)

Objectives
- 800,000 views through Youtube platform after 1 month release.
- 2,000,000 views through Facebook and Instagram after 1 month release.
- 500,000 discussions about the products through social media platforms after 1 month
release.
- 100,000 clicks to the microsite
- 100,000 clicks to the PR articles, sneaker blogs.
- Sell: 30,000 pairs in 1 month.

18
Activity 1:
Content of Viral clip: “Relive the glory days”
The video begins by recalling a PUMA legend through a close scence of the
original Fast Rider sneaker - was a successful version of PUMA. This is the most
comfortable and simple running shoe of the '80s, which was also one of the glory days
of this running shoe. The shoes were worn by the athlete participating in the running
competition, he ran with all his might with a feeling of victory and crossed “the finish
line”. “The finish line” here is like opening a new generation of Fast Riders, a
generation of active young people with more streetstyle sports activities. When the
athlete jumps up a powerful step to cross the finish line, the landing scene will change
to showing the image of a person surfing skateboard with full energy with 2 new
versions of Fast Rider (Future & Style), they are happy to play, exercise, and express
their best. The young generation when wearing this new Fast Rider Collection will
have the feeling of living to the fullest with passion, always succeeding, conquering
the world, every day of their life is a glory day, just like the old time of the legendary
Fast Rider.
(Tạm dịch:Video bắt đầu bằng việc gợi lại một huyền thoại của PUMA thông qua
hình ảnh cận cảnh Fast Rider sneaker gốc - một phiên bản thành công là đôi giày chạy
đơn giản và thoải mái nhất của PUMA của những năm thập niên 80s, đây cũng là một
trong những thời kì huy hoàng của this running shoes. Đôi giày được người vận động
viên mang tham gia cuộc thi chạy, anh chạy hết sức với cảm giác thắng cuộc và băng
qua vạch đích. Vạch đích ở đây cũng giống như mở ra một thế hệ mới của Fast rider,
một thế hệ của những người trẻ năng động với hoạt động thể thao mang phong cách
streetstyle hơn. Khi vận động viên nhảy lên một bước mạnh mẽ để băng qua vạch đích,
cảnh đáp xuống sẽ chuyển qua chiếu hình ảnh người lướt skateboard full energy lần
lượt với 2 phiên bản mới của Fast Rider (Future & Style), họ thoải mái vui chơi, vận
động, thể hiện hết mình. Thế hệ trẻ khi mang Fast Rider Collection mới này sẽ có cảm
giác sống hết mình với đam mê, luôn thành công, chinh phục thế giới, mỗi ngày trong
cuộc đời họ đều là glory days, just like the old time of the legendary Fast Rider.)
Release: 8:00 PM on January 1, 2022
Length of the video: 1p30s
Platform: Youtube, Facebook, Tiktok, Instagram.

Activity 2:
Create a microsite for more information about the PUMA Fast Rider collection
(Future Rider & Style Rider)
Time: 1/1/2022 - 30/6/2022.

19
 The microsite will activate throughout the 6-month campaign to increase
customers' access to the product, thereby creating a close connection between the
customer and the brand, especially with this collection.
Microsite will integrate video clips, audio, and images that can be rotated 360 degrees
so that you can see all the details of materials, product structure, product details,
information about the event that will take place at the campaign stages, the link to buy
the product

20
Phase 1 (1/1/2022 - 31/1/2022)

ACTIVITIES DETAILS UNITS KPIS TIMELINE BUDGET

Length of the
Title and content: “PUMA Fast
Video production and video: 1p30s 1/12/2021 -
Rider Collection - RELIVE THE 1 300M
editing HP quality: >= 31/12/2021
GLORY DAYS”
1080p
Social media 2 posts (1
Title: post images,
Facebook posts 2000 reaches 1/1/2022
“PUMA Fast 1 post
Rider video)
Owned Collection -
media RELIVE THE Instagram posts 2 posts 1/1/2022 -
3000 reaches
GLORY Story posts 3 posts 16/1/2022
DAYS”
30,000 clicks 1/1/2022 -
Microsite Show video when click 1 site 50M
16/1/2022
Discuss about the campaign in
150,000 likes
groups (Authentic Sneakers
1 post/per 100,000 discussions 1/1/2022 - 20M
Social media Market, Sneaker Community
week/group 16/1/2022
Vietnam, Sneaker Legit Check, Hội
Ghiền Puma,..)
- 100,000 reaches
Paid Facebook Ads, Instagram Ads, 1/1/2022 -
Social media - 40,000 likes and 30M
media Tiktok Ads 16/1/2022
comments
21
 - 50,000 clicks/post
Elle Vietnam Magazine: “Puma - 1000 letters/post
1 post
Future Rider - Bộ sưu tập giao thoa - 10,000 clicks/post 1/1/2022 0.5M
giữa hai thời đại ” - 500 new users
Vietcetera articles: “PUMA sống - 1000 letters/post
PR articles, sneaker lại cùng biểu tượng sneaker đầy sắc 1 post - 100 clicks/post 1/1/2022 0.5M
blogs màu”
Sneaker blogs (SNKRVN) review:
- 1000 letters/post
“Phiên bản mới tái xuất huyền thoại 2 posts 17/1/2022 1M
- 100 clicks/post
Puma Fast Rider”
10 times
“Puma Future Rider”, “Puma Style Top 1: 10 times
auction 1/1/2022 -
Paid search Rider”, “New Fast Rider Collection 2000 clicks 30M
2 times for 16/1/2022
”, “ Puma Fast Rider”
Google each words
search “Puma Future Rider”, “Puma Style
Organic Rider”, “Puma Fast Rider Tái 16/1/2022 -
1000 traffics 20M
traffic xuất”, “PUMA Relive the glory 31/1/2022
days”
COSTS ESTIMATE 452M
COSTS INCURRED = COSTS ESTIMATE*10% 45.2M
497.2M ~
TOTAL COST
500M

22
 PHASE 2: WHO RIDER ARE YOU (1/2/2022 - 30/4/2022)

Objectives
- 2.000.000 views through Youtube Platform after 2 months release
- 3.000.000 views through Facebook and Instagram after 2 months release
- 500.000 TA discusses about #TeamFuture or #TeamStyle through the Viral clip
“Who Rider are you?”
- Over 1.000.000 views video through TikTok và 500.000 views through
Instagram of each KOL after 1 month
- Attract 2000 people to join the challenge and post on Tiktok, Instagram platform
after 1 month.
- Sell: 320.000 pairs after 3 months
Activity 1 (1/2/2022 - 31/3/2022)
- Viral clip “Who Rider are you?”- Young FUTURE RIDER vs Playful
STYLE RIDER” - Unleash your wild side
Content aims:
● Create a strong impression with the 2 mashup versions of Future Rider vs
Style Rider.
● The video will conclude with the detailed materials, colors of each version that
are suitable for each personality of the young and playful generation, unleash
their wild side with PUMA
● Create a wide disputation between Team Future or Team Style through social
media platforms -> increase engagement.
Release: 8:00pm on February 1, 2022
Platforms: Facebook, Instagram, Microsite
- Youtube reviewer for 2 versions Future Rider, Style Rider (Lạ Sneakers, Fabo
Nguyen)
Release: 8:00 pm on February 15, 2022

Activity 2: (1/4/2022 - 30/4/2022)

 Video tiktok “Who Rider are you?” Future” or “Style”
Content: Go beyond the comfort zone of neutral colors like black, white, beige and
striking, vibrant colors bring new charms. The color matching for the outfit also helps
to define a different, unique style. Use KOLs to let them mix-match their outfits to
show their own personality. They will choose Future or Style depending on their
charisma, style and personality.
Hashtag: #PUMAFastRidercollection, #PUMAFutureRiderteam,

23
#PUMAStyleRiderteam
KOLs: Châu Bùi, Tlinh, Quang Đăng, CiiN
Chau Bui
Chau Bui was formerly a hot girl photo model,
after many years of hard work in the fashion
industry, Chau Bui became a fashion icon and
inspiration for young people.
Reasons for choosing:
Because Chau Bui is a genuine fashionista, she
always shows her style and personality through
unique, but equally eye-catching, trendy outfits, and
each of her video products on TikTok always have a
new, colorful direction that show a unique style, liberalso. Hence, she would be the
perfect match for this collection of PUMA to convey the positive energy and message
to the young audiences.
Tlinh
Tlinh: the first female rapper of Rap Viet
Show, famous with her outstanding rap in the
Underground community. In addition, T Linh is
also a member of a dance group in Hanoi.
Reason for choosing: As a personality,
young and dynamic female rapper, Tlinh is
always confident to express her personality
through rap songs, dance moves on stage or new
fashion styles, eye-catching colors, unique and
somewhat rebellious. Combined with Tlinh to
convey the message of expressing personality,
to master the game to the young audiences.
Quang Đăng
Quang Dang is a Reasons for choosing:
famous Vietnamese dancer Puma choose Quang Dang
who owns many dance songs because he is dynamic,
that are loved by many personable, persistent with
young people. Not only that, passion and his unique style
with a dynamic and youthful is very suitable for the
fashion style, the constant product, in addition, he is
self-renewal has helped also part of the Millennials
Quang Dang to be more Generation.
inspiration

24
 CiiN (Bùi Thảo Ly)
Ciin is a hot Tiktokers with millions of views that are
interested and loved by many young people because of
trend-setting dances. Originally a dancer under Buoc
Nhay entertainment company (BN Entertainment).
Now, her Tiktok account has attracted 2.8 million
Followers, nearly 45.2 million likes is an extremely
impressive number.
Reasons for choosing: CiiN makes a strong impression
on everyone with its unique and diverse fashion style
and great dancing talent. Thao Ly often shares her
videos and challenges on her personal account, those
videos and clips are always responded to by netizens, so the combination with CinN
will stir the spirit of this new collection.

 Outdoor advertising (1/2/2022 - 28/2/2022)

OOH: “Next generation PUMA Fast Rider - Young FUTURE RIDER vs Playful
STYLE RIDER”- 1/2/2022 - 6/2/2022
OOH: “Who Rider are you?” - Young FUTURE RIDER vs Playful STYLE
RIDER” - Unleash your wild side - 7/2/2022 - 28/2/2022
1. At PUMA store at B1 Floor, Vincom Shopping Center Dong Khoi, District 1
2. At Takashimaya (Saigon Centre), District 1
3. At Bitexco, District 1
4. Shopping mall center Van Hanh, Ward 12, District 10
5. PUMA store, Tan Phong Ward, District 7, TP.HCM
6. Shopping mall center SC VivoCity, Tan Phong Ward, District 7, TP.HCM -
7. Shopping Mall Royal City, 72A Nguyen Trai, Thuong Dinh Ward, Thanh Xuan
District, Ha Noi
8. Vincom Tran Duy Hung, A-B Tower, Tran Duy Hung Street, Trung Hoa Ward,
Cau Giay District, Ha Noi

25
Phase 2 (1/2/2022 - 30/4/2022)

ACTIVITIES DETAILS UNITS KPIS TIMELINE BUDGET

Content: “Who Rider are you?” Length of the

Video production video: 1p30s
Young FUTURE RIDER vs 1 1/12/2021 - 1/1/2022 100M
and editing Playful STYLE RIDER” - HP quality: >=
Unleash your wild side 1080p

OOH: “Next generation PUMA

Fast Rider - Young FUTURE
RIDER vs Playful STYLE
Outdoor RIDER” 1 OOH/ 1/2/2022 - 7/2/2022
200M
advertising OOH: “Who Rider are you?” - 1 place 7/2/2022 - 28/2/2022
Young FUTURE RIDER vs
Playful STYLE RIDER” -
Unleash your wild side

- Release video on FB: “ Who Rider

- 1 post. 250.000 likes - 1/2/2022.
are you?”
Owned Social - 1 post 50,000 discussions - 3/2/2022 - 31/3/2022
media media - FB post for discussion

- Instagram posts for discussion 5 posts 60,000 discussions 3/2/2022 - 30/4/2022

26
 - Story post 15 posts

- Clip “Who Rider are you?”

Microsite - Detailed information, 360* view 180,000 clicks 1/2/2022 - 30/4/2022 100M
of Future Rider & Style Rider

Discuss in groups (Authentic 1 600,000 likes

Sneakers Market, Sneaker post/per
Social media 500,000 1/2/2022 - 30/4/2022 50M
Community Vietnam, Sneaker Legit week/gr
Check, Hội Ghiền Puma) oup discussions

- 300,000 reaches
- 100,000 likes and 1/2/2022 - 30/4/2022
Facebook Ads, Instagram Ads,
comments 90M
Tiktok Ads
- 100,000
clicks/post
Paid Social
media media
200,000 reaches
Collaborative Ads (Lazada, Shopee) 1/4/2022 -30/4/2022 5M
40,000 clicks

80,000 reaches
Digital Banner (Call to action) 1/4/2022 - 30/4/2022 7M
20,000 clicks

27
 300,000 engage
KOL Châu Bùi, Tlinh, Quang Đăng,
800 clicks/link 1/4/2022 - 30/4/2022 60M
CiiN
Affiliate Marketing

At least 300,000
Youtube reviewer for 2 versions views for each
15/2/2022
Future Rider, Style Rider (Lạ 2 videos video. 20M
Sneakers, Fabo Nguyen) 200,000 clicks/link
Affiliate Marketing

Sneaker Blog (SNKRVN): “Who - 1000 letters/post

Rider are you? - Cùng PUMA khám 2 post 1/2/2022 1M
phá chất Rider trong bạn” - 5000 clicks/post

Advertising Vietnam articles: “Who - 1000 letters/post

Rider are you - Style or Future đâu 1 post 1/2/2022 0.5M
mới là “My gu”” - 1000 clicks/post
PR article, blogs

Sneaker blogs review: “Top những - 1000 letters/post

1 post 5/2/2022 1M
đôi giày nên có trong tủ nhất ” - 1000 clicks/post

- 1000 letters/post
Vietcetera articles: “Siêu phẩm 1 post 19/2/2022 0.3M
Puma Fast Rider comeback - lỗi - 500 clicks/post

28
 thời hay hợp mốt”

Brands VietNam: “Be unique với

gam màu rực rỡ của hai phiên bản 1 post - 1000 letters/post
20/2/2022 0.3M
tiếp nối huyền thoại Puma Fast - 300 clicks/post
Rider”

Kenh14: “PUMA Fast Rider 1 post - 1000 letters/post

Collection - Giới trẻ bùng nổ trend 2/4/2022 0.3M
Tiktok “ - 2000 clicks/post

Yan.vn: “Giới thiệu BST Fast Rider - 1000 letters/post

và cộng đồng trẻ tiên phong sáng tạo 1 post 2/4/2022 1M
tại Việt Nam” - 3000 clicks/post

Ngoisao.net “Tiktok - Cùng Châu 1 post - 1000 letters/post

2/4/2022 0.3M
Bùi bung chất với sneaker độc đáo” - 1000 clicks/post

Zing News “Đôi giày này có gì mà - 1000 letters/post

khiến giới Rapper điên cuồng săn 1 post 2/4/2022 0.3M
đón” - 500 clicks/post

Sale Promotions Price-off deals: Flash sale Fast 2 hours 3000 sneakers 30/4/2022 400M
Rider Collection within 2 hours

29
 20% off through Shopee Mall
PUMA

Coupon online: Receive code

#Future5 or #Style5 (depending on
the version selected by KOL):
First 3000
customers get 5% discount through 1/4/2022 - 30/4/2022 300M
customers
video on TikTok of KOLs when
buying online Fast Rider Collection
through Shopee Mall PUMA

“Puma Future Rider”, “Puma Style

Google Organic Rider”, “Puma Fast Rider” 3000 traffics 18/1/2022 - 28/2/2022 20M
search traffic
“Who Rider are you?”

COSTS ESTIMATE 1.357 B

COSTS INCURRED = COSTS ESTIMATE*10% 0.1357 B

1.492 B ~
TOTAL COST
1.5 B

30
 PHASE 3: ENJOY “OUR” TIME TOGETHER
(1/5/2022 - 30/6/2022)

Objectives
- 400,000 TA engage with the brand through the activities
- 50.000 people attend Music Festival
- 10.000 people attend the sweepstakes
- Sell 250.000 pairs in 2 months

OOH PUMA Festival - Enjoy “Our” Time Together - (20/6/2022 - 26/6/2022)

- Military Region 7 Stadium
Standee: June 20, 2022 - June 25, 2022
Before the exhibition day
Universities in HCMC for example: Van Lang, Ton Duc Thang, UEH, UEF,
UFM, Hutech, IU, Hoa Sen...
Puma's showroom at the commercial centers in Ho Chi Minh City
During the exhibition day the standees: Place 2 standees at the entrance, the
remaining 8 standees are arranged in the exhibition area
Main Activity : Puma Festival (1/5/2022 - 30/6/2022)
Venue: Military Zone 7 Stadium - 2A Phan Dinh Giot, Ward 2, Tan Binh, Ho Chi
Minh City
Time: All day Saturday, June 25, 2022
Puma Festival will take place from 9am to 11pm with main activities:
- 9am - 12am: Open booth displaying Puma Future Rider and Puma Style Rider
products, customers visit the booths and choose suitable shoes.
- 1pm - 6pm: Checkin Puma Festival, Sneakerhead meet and exchange,
interview
- 7pm - 11pm: Enjoy "Our" Time Together music event gathers young rappers
Showbiz Viet, Yuno Bigboi, Tlinh, hieuthuhai, NaomixWean with DJ Mie and
MC Dustin. All guests will be sponsored by Future Rider or Style Rider to wear
when performing on stage.
Sub-activity
Sweepstakes: Customers scan the QR code to the Microsite link, fill in personal
information, choose 1 of their 2 favorite sneakers (Future & Style), submit and receive
a lucky number (1/5/2022 - 25/6/ 2022). The lucky number is announced at the end of
31
Show Rap on the show's led screen. To increase the drama for the program, BTC will
announce in order from third to first prize.
Note: Customers will take a screenshot of the entered information (including the
sneakers they want to receive) and a photo to prove the lucky number.
2 First Prizes: Give 1 pair of Future/Style to lucky customers who won the
lottery by random program.
2 Second Prize: Discount 50%/ 1 pair of shoes in the Fast Rider Collection.
1 Third Prize: Discount 30%/ 1 pair of shoes in Fast Rider Collection

Image: Poster Puma Festival – “: Enjoy "Our" Time Together”

32
Phase 3 (1/5/2022 - 30/6/2022)

ACTIVITIES DETAILS UNITS KPIS TIMELINE BUDGET

Owned Social media Facebook posts 2 posts 60,000 reaches 1/5/2022 -

media 30/6/2022
Title: 50,000 likes and
“PUMA comments
Music Instagram posts 10 posts
Festival -
Story posts
Enjoy Our
time
together”

- Show information about the PUMA 1 site 30,000 clicks 1/5/2022 - 50M
Microsite festival on the banner of the site. 30/6/2022
- QR code shows on the banner.

Paid media Social Facebook Ads, Instagram Ads, Tiktok - 200,000 reaches 1/5/2022 - 60M
media Ads 30/6/2022
- 100,000 likes
and comments
- 100,000
clicks/post

PR article, blogs Kenh14: “Đừng bỏ lỡ đại nhạc hội siêu 2 post - 1000 letters/post 20/5/2022 1M

33
chất Puma Festival 2022” (trước) - 5000 clicks/post

Zing News: “Khám phá sự kiện âm nhạc 1 post - 1000 letters/post 20/5/2022 0.5M
cùng với Rapper Suboi, Tlinh,
- 1000 clicks/post
hieuthuhai,... ” (trước)

SNKRVN blogs review: “Chơi hết mình, 1 post - 1000 letters/post 30/5/2022 1M
nhận quà xịn tại siêu sự kiện Puma
- 1000 clicks/post
Festival 2022” (trước)

Vietcetera articles: “Cùng Puma quẩy 1 post - 1000 letters/post 19/6/2022 0.3M
nhạc cực đỉnh rinh quà cực chất ” (trước)
- 500 clicks/post

Kenh 14: “Thứ 7 này cùng Puma Festival 1 post - 1000 letters/post 20/6/2022 0.3M
2022 bung hết “Chất” (trước)
- 1500 clicks/post

Kenh 14: “Giới trẻ Việt cháy hết mình, 1 post - 1000 letters/post 26/6/2022 0.3M
bung hết chất với Puma Festival 2022”
- 1000 clicks/post
(sau)

Zing News: Rapper Việt thăng hoa cùng 1 post - 1000 letters/post 26/6/2022 0.3M
50.000 khán giả tại Puma Festival 2022
- 2000 clicks/post
(sau)

34
 Outdoor activity Standee, OOH, Poster before and during 20 20/6/2022 - 5M
festival 26/6/2022

Showroom 1 40,000 25/6/2022 100M

participants

Personal selling at the showroom, at 25/6/2022 10M

PUMA festival 2022

Music festival event: “Enjoy Our time 40.000 25/6/2022 5B

Together” participants

Direct Marketing - Send reminder email for customers to - 1 mail to - 24/6/2022

come to the festival. remind the
(get customer’s data when - 1/5/2022 -
festival.
they scan the QR code) - Send information of subsequent Sales 30/6/2022
promotion activity - 1 mail for
each Sales
promotion
activity.

Sale promotions Sweepstakes 5 prizes 10.000 25/6/2022 20M

participants

Premiums: (9am - 12am) Buy 1 pair of First 3000 25/6/2022 80M

35
 sneakers in Fast Rider Collection: get 1 customers
free socks + 2 limited shoelaces

Google Organic “Puma Future Rider”, “Puma Style 3000 traffics 1/5/2022 - 20M
search traffic Rider”, “Puma Fast Rider” 30/6/2022
“Puma Festival 2022”, “Enjoy Our time
Together”

Paid Search “Puma Future Rider”, “Puma Style 10 times Top1: 10 times 1/5/2022 - 50M
Rider”, “Puma Fast Rider” auction 30/6/2022
5000 clicks
“Puma Festival 2022” 2 times for
each words

COSTS ESTIMATE 5.398B

COSTS INCURRED = COSTS ESTIMATE*10% 0.53598B

TOTAL COST 5.94B ~

6B

36
 5. MEASURE AND CONTROL

MEASURE AND EVALUATE

- The goal of this IMC plan is to increase brand awareness, engagement and convert
TA to be users.
- A number of methodologies will be used in the measuring and assessment strategy:
UTM tracking: measure and track where the web traffic is coming from.
SimilarWeb: track the number of the traffics
Social listening: Assess the discussion on social media.
- The whole campaign would be carefully measured by KPIs on each phases:
including the amount of reach, clicks, views, comments,.. and the number of buyers
converted.

CONTROL

PROBLEMS SOLUTIONS BUDGET

- Guiding guests and departments to work

The Covid 19 pandemic online through platforms such as Zoom,
is still complicated in Google Meet. 100M
Ho Chi Minh City. - Change the script of Music event by
livestream on Facebook platform.

- Review whether the KPI is suitable with

the SMART goal 150M
Sales KPI not achieved - Increase sale promotions to encourage
consumers

Financial crisis: Poor

Reallocate budgets and analyze to find
revenue, profit did not 100M
new ways to reap long-term returns
reach the KPIs.

37
 Considering the seriousness of the
KOLs have a scandal problem, the immediate solution can be to
that affects their brand take down the image of those KOLs. If 200M
image necessary, you can cancel the contract and
find other KOLs to replace it

Low and not as

Increase seeding through groups, run ads
expected interaction on 50M
for posts with high engagement
social media platforms

38
 6. REFERENCES

1. George E.Belch, Michael A.Belch, Published by McGraw-Hill Education,

Seventh Edition, Advertising and Promotion - An Integrated Marketing
Communication Perspective.
2. SNKRVN Blog, https://snkrvn.com/,2021
3. Fanpage Puma VietNam, https://www.facebook.com/puma.vietnam, 2021
4. SNKRVN, “Puma Future Rider – Tái sinh & tiếp tục kế thừa những di sản
đầy sắc màu từ quá khứ”, https://snkrvn.com/puma-future-rider-tai-sinh-tiep-
tuc-ke-thua-nhung-di-san-day-sac-mau-tu-qua-khu/, 2020
5. SNKRVN, “PUMA ra mắt hai phiên bản Rider đậm màu sắc thập niên 80”,
https://snkrvn.com/puma-ra-mat-hai-phien-ban-rider-dam-mau-sac-thap-nien-
80/, 2020
6. Website Puma, https://about.puma.com/, 2021
7. Website Puma, “Let’s Play: 80s Legend Puma Rider returns to the streets”
8. https://about.puma.com/en/newsroom/brand-and-product-news/2019/2019-10-
22-puma-
rider?fbclid=IwAR2RdzwyIPgmHXWdrOUzfe4S_x94FJMOp7xIxZq9W6nW
n1AmZDYX66k0dXM, 2019
9. Website statista, “Consumer Markets
Footwear”,https://www.statista.com/outlook/cmo/footwear/vietnam?fbclid=Iw
AR1zowxoXbUfcntb54kM3zHZ9Yq4atTEuaI_fbxhUXp-
UmoutFQ8iT9ZLRA, 2021
10. Website Vanhoaduongpho, “Puma Future Ride cập bến với phối màu mới,
dòng giày cho những ai yêu thích sự giao thoa giữa hai thời đại”,
https://vanhoaduongpho.com/tin-tuc/thoi-trang-duong-pho/puma-future-ride-
cap-ben-voi-phoi-mau-moi-dong-giay-cho-nhung-ai-yeu-thich-su-giao-thoa-
giua-hai-thoi-dai_1224.html, 2020

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 7. APPENDIX

Image: Facebook post for discusion

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Image: Flash sale Fast Rider Collection within 2 hours 20% off through Shopee
Mall PUMA

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Image: Standee of Puma Festival – “Enjoy "Our" Time Together”

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Image: Next generation PUMA Fast Rider - Young FUTURE RIDER vs Playful
STYLE RIDER

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Image: “Who Rider are you?” - Young FUTURE RIDER vs Playful STYLE
RIDER” - Unleash your wild side

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Image: “Who Rider are you?” - Young FUTURE RIDER vs Playful STYLE
RIDER” - Unleash your wild side

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