MINISTRY OF FINANCE

UNIVERSITY OF FINANCE - MARKETING

FACULTY OF MARKETING

END OF COURSE ESSAY: INTEGRATED MARKETING

COMMUNICATIONS (IMC)

Class: CLC_19DMA09
Code: 2111702049709
Majors: Integrated Marketing Communications (IMC)
Lecturer: MS. Nguyen Thi Minh Ngoc

Hồ Chí Minh City, 2021

 MINISTRY OF FINANCE

UNIVERSITY OF FINANCE - MARKETING

FACULTY OF MARKETING

END OF COURSE ESSAY: INTEGRATED MARKETING

COMMUNICATIONS (IMC)

Class: CLC_19DMA09
Code: 2111702049709

Đỗ Ngọc Tuấn Anh 1921005341

Nguyễn Văn Tuấn Anh 1921005357
Lê Nhật Huy 1921005450
Hoàng Ngọc Bảo Anh 1921005347

TP. Hồ Chí Minh, 2021

 THE MEETING VERSION ASSESSING THE COMPLETION OF THE JOB

1. Mode: Online meeting

2. Members present: Full
3. The member is absent / Reason: No
4. Chair of the meeting (Team leader): Do Ngoc Tuan Anh
5. The evaluation results are agreed and summarized as follows:

STT Name Student ID Completion level

1 Đỗ Ngọc Tuấn Anh 1921005341 100%

2 Nguyễn Văn Tuấn Anh 1921005357 100%

3 Lê Nhật Huy 1921005450 100%

4 Hoàng Ngọc Bảo Anh 1921005347 100%

 TABLE OF CONTENTS
1. Question 1 ............................................................................................................. 1
1.1 Explain the communication process ............................................................ 1
1.2 Using a sales promotion activity that you have seen/ heard recently to
demonstrate the process. ..................................................................................... 1
1.2.1 Sender ....................................................................................................... 2
1.2.2 The source ................................................................................................. 2
1.2.3 Encoding: .................................................................................................. 3
1.2.4 Message .................................................................................................... 3
1.2.5 Channel ..................................................................................................... 3
1.2.6 Decoding ................................................................................................... 4
1.2.7 The Receiver ............................................................................................. 4
1.2.8 Response ................................................................................................... 4
1.2.9 Feedback ................................................................................................... 4
1.2.10 Noises ..................................................................................................... 4
2. Question 2: IMC Plan for PUMA ( in purpose to launch PUMA Fast Rider
collection in Vietnam market ) ............................................................................... 5
2.1 Introduction.................................................................................................... 5
2.1.1 Shoe market in Vietnam ........................................................................... 5
2.1.2 Trends and Behaviors of GenZ and GenY : ............................................. 5
2.1.3 Introduction of PUMA.............................................................................. 6
2.1.4 Introduction about the collection: ............................................................. 6
2.2 IMC objectives ............................................................................................... 7
2.3 Target audiences ............................................................................................ 7
2.3.1 Target audiences ....................................................................................... 7
2.3.2 Relevant target audiences ......................................................................... 8
2.4 Program .......................................................................................................... 9
2.4.1 Creative strategy: ...................................................................................... 9
2.4.2 Media Strategy: ....................................................................................... 10
2.4.3 Detailed action plan ................................................................................ 11
 2.4.3.1 Advertising ...................................................................................... 11
2.4.3.2 Personal selling ................................................................................ 17
2.4.3.3 PR .................................................................................................... 18
2.4.3.4 Sale Promotion ................................................................................ 20
2.4.4 Timeline and budget ............................................................................... 23
2.5 Measurement and control ........................................................................... 24
2.5.1 Advertising: ............................................................................................ 24
2.5.2 Personal selling ....................................................................................... 25
2.5.3 Sale Promotion ....................................................................................... 26
2.5.4 Pr ............................................................................................................. 27
 TABLE OF FIGURES
( not include figures in appendix )
Figure 1 Poster of Sale promotion program of GUMAC .......................................... 2
Figure 2 :PUMA Fast Rider Billboard presumption ( For illustrative purposes only )
................................................................................................................................. 13
Figure 3 :PUMA Fast Rider Poster presumption ( For illustrative purposes only ) 14
Figure 4 Puma discount code ................................................................................... 22
Figure 5 Price off deal poster .................................................................................. 22
 TABLE OF TABLES
( not include tables in appendix )
Table 1 : Target audiences ......................................................................................... 7
Table 2 : Expense plan table .................................................................................... 19
Table 3 Press release plan ........................................................................................ 19
Table 4 Puma genuine stores in Viet Nam .............................................................. 20
Table 5 Implementation ........................................................................................... 23
Table 6 total Budget................................................................................................. 24
Table 7 :Contingency plan of advertising................................................................ 25
Table 8 Contingency plan of Personal selling ......................................................... 25
Table 9 : Contingency plan of Sale Promotion........................................................ 26
Table 10 : Contingency plan of PR ......................................................................... 27
1. Question 1
1.1 Explain the communication process
The communication process ( figure in appendix 1 ): The communication is a
dynamic process that begins with the conceptualization of ideas by the sender who
then transmits the message through a channel to the receiver, who in turn gives the
feedback in the form of some message or signal within the given time frame. It
include several elements:
• The Source/Sender: This is the person or organization that has information to
share with another person or group of people. The source may be an individual
or a nonpersonal entity.
• Encoding: The process of putting thoughts, ideas, or information into a
symbolic form.
• Message: This contains the information or meaning the source hopes to
convey. It may be verbal or nonverbal, oral or written, or symbolic. It must be
put into a transmitted form that is appropriate for the channel of
communication being used.
• Channel: This is the method by which the communication travels from the
source or sender to the receiver.
• Decoding: This is the process of transforming the sender’s message back into
thought. It is heavily influenced by the receiver’s frame or reference or field of
experience, which refers to the experiences, perceptions, attitudes, and values
he or she brings to the communication situation.
• The Receiver: This is the person(s) with whom the sender shares thoughts or
information. They mainly are the consumers in the target market or audience
who read, hear, and/or see the marketer’s message and decode it.
• Response: This is the receiver’s set of reactions after seeing, hearing, or
reading the message.
• Feedback: This is the part of the receiver’s response that is communicated
back to the sender.
• Noise: This is the unplanned distortion or interference, it distorts or interferes
with the message that affects the receiver’s reception.
1.2 Using a sales promotion activity that you have seen/ heard recently to
demonstrate the process.
Illustration by a sales promotion activity of GUMAC

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 Figure 1 Poster of Sale promotion program of GUMAC
Poster for the sale of the New Year's Eve sale program of the fashion brand GUMAC
Event time: 16:00 on January 26 - 21:30 on February 8
1.2.1 Sender
GUMAC JOINT STOCK COMPANY
The company was established in August 2015, GUMAC is the fastest growing
fashion brand in Vietnam with a store system with nearly 90 showrooms nationwide.
1.2.2 The source
The model featured on the poster was chosen for:
Source Credibility: Models are not only young and beautiful. She doesn't have any
scandals so her image is very reliable with customers
Source Attractiveness:
Similarity: Models create similarities between themselves and the recipient of the
message that when they buy GUMAC products they will be able to dress as good as
this model
Likeability: Affection for the source resulting from physical appearance.
Source Power:
Perceived scrutiny: The image of a model wearing GUMAC's outfit brings customers
excitement and better understanding of the product. This makes customers have a
more positive view when deciding to buy the product

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 1.2.3 Encoding:
Verbal: Written word
GUMAC: Brand name
Sale ends to celebrate Tet - 50% off all products: the meaning GUMAC wants to
convey the message that GUMAC will discount all products by 50% for customers to
buy Tet items. With a design that emphasizes the 50% figure of the entire product to
make the receiver notice at first sight
Graphic: Drawings
Pictures: The poster design with red and apricot flowers in the lower right corner
creates an association with Tet holiday, the fabric in the background and the model
(the source) create an association with fashion and how the receiver will look alike
when they use GUMAC fashion.
Appeal: Both logical, rational minds of consumers and to their feeling and emotion,
GUMAC designed a poster to inform (news) that the status of all GUMAC products
will be discounted by 50% (price) in the future, slogan Sale sold out. Tet holiday
creates excitement and demand for customers who want to buy Tet holiday items.
Execution: Straight sell and Imagery combination style: Introducing that GUMAC
will reduce all products by 50% and the graphic design and images create an
association with the Tet season and GUMAC's fashion and products when used by
customers.
1.2.4 Message
Mainly, GUMAC wants to inform customers that they will reduce the price of all
products by 50% during the time before Tet so that customers can buy goods to
welcome Tet, besides that customers will look like models when using GUMAC's
fashion.
1.2.5 Channel
Non-personal Facebook Social Media Advertising: While social media advertising
may be Non-personal or personal, this Poster is aimed at a large audience of not just
isolated individuals, however if Customers feedback and receive advice from
GUMAC's staff when interacting online on social networks or calling this event after
communicating will be personal interaction (Personal channel)
Includes both personal and non-personal
A part of GUMAC also targets WOM, the word of mouth communication between
individual receivers when they receive a message will spread to people around them
such as friends and relatives when they receive a message from GUMAC.

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 1.2.6 Decoding
Receiver when receiving the message will decode this message simply that GUMAC
will reduce the price of all their products by 50% before Tet holiday, and customers
will also think about themselves when using the product. GUMAC product after
seeing the model image..
1.2.7 The Receiver
All the potential customers of GUMAC on the social network Facebook, customers
who are interested in fashion and prepare to buy clothes for Tet, however, the poster
is a bit oriented towards women's fashion, so the GUMAC receivers want Targets
include those who want to buy gifts for women such as husbands, boyfriends, fathers,
brothers... and indispensable female customers in the age of models (20-30)
1.2.8 Response
Excited to consult and buy fashion at GUMAC's store or inform relatives and friends
to discuss this event.
1.2.9 Feedback
Click interested in the event, interact, comment on this poster's article, visit
GUMAC's website to view discounted products, message directly or call a GUMAC
consultant, buy online Visit a GUMAC store or order online..
1.2.10 Noises
Posters, other images on Facebook, negative comments, messages from friends on
facebook, poor network signal, difficult to download posters, unexpected phone calls
or words negative effects of close relatives, thoughts or current status of the receiver
such as running out of money, poverty, out of closet space...v

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2. Question 2: IMC Plan for PUMA ( in purpose to launch PUMA Fast Rider
collection in Vietnam market )
2.1 Introduction
2.1.1 Shoe market in Vietnam
The shoe market in Vietnam is one of the largest and most dynamic markets.
According to Statista data,
In 2020, the COVID-19 pandemic had a severe impact on the world footwear
business, with production down 15.8% (equivalent to a decrease of nearly 4 billion
pairs) compared to 2019, reaching 20.5 billion pairs. . Despite the impact of COVID-
19, the geographical distribution of footwear production in the world is not affected.
Vietnam accounts for 10.2% of the world's total footwear exports. The world's total
footwear exports in 2020 reached 12.1 billion pairs, down 19% from the previous
year, the lowest in the past 10 years. The COVID-19 pandemic has disrupted
international value chains, leading to a decrease in the share of exports, from 62% in
2019 to 59% in 2020.
Vietnam ranks second in the world in terms of footwear exports, with exports
reaching 1.233 billion pairs in 2020, the first time Vietnam surpassed 10% of the
world's total footwear exports (accounting for 10.2 million pairs). %), an increase of
4.4 times compared to 2011 (accounting for 2.3%, with 316 million pairs of shoes
exported).
The population structure is golden, the average income is increasing rapidly, and the
growth rate of the middle class in Vietnam is also among the fastest in Asia.
According to Nielsen and VBA, in 2020 there will be about 33 million middle-class
consumers under the age of 30 and will spend approximately $173 billion. It can be
said that the shoe market in Vietnam is a large and growing market with strong
buying power.
Market characteristics: Due to the increasing demand for fashion products, along with
the personalized style of young customers, leading to footwear brands in the market.
Vietnam must continuously launch new products to meet the needs of consumers. It is
for this reason that the life cycle of footwear products is being shortened
2.1.2 Trends and Behaviors of GenZ and GenY :
According to statistics, in Vietnam, the Millennials (25-38 years old) and Gen Z (18-
24 years old) or collectively known as MillenialZ currently account for 47% of the
country's population (45 million people) and are becoming employees. The main
factor contributing to the development of the current digital economy.
Habit of using shoes :

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Gen Y tends to use domestic brand shoes (Bitis, Ananas...), focusing on durability
and foot protection. Do not pay too much attention to the outer appearance of the
shoes. Gen Z tends to use imported shoes like Nike, Converse…. Focusing on outer
style, affirming their own value and quality through their shoes. Spending money
when buying a pair of shoes:
Gen Y and Gen Z both have different ways of thinking and using money. While both
are concerned about the quality and design of the shoes to serve their own travel
needs. Gen Y only buys shoes that can highlight the highlights and interesting things
that shoes bring. Gen Z will want to buy and own shoes with youthful and dynamic
designs, expressing their ego or meeting their personalization needs. (Example: you
can customize the shoes according to your preferences)
Hobbies to shop for shoes online :
Currently there is an outbreak of the Covid pandemic, restricting travel. Both
generations tend to shop online to protect their health.
Gen Y tends to thoroughly research shoe products on websites before making a
purchase, mainly paid in cash. Gen Z has a liberal personality and spends heavily on
shopping. Rich kids may be willing to spend money on famous brands like Nike,
Adidas, Puma, mainly pay by e-wallet or card.
2.1.3 Introduction of PUMA.
Founded in 1948 by Rudolf Dassler, PUMA is a German multinational corporation
headquartered in Herzogenaurach, Bavaria, Germany. PUMA is one of the world's
leading sports brands that design, develop and sell footwear, apparel and accessories.
For more than 65 years, PUMA has produced innovative products for the fastest
athletes on the planet. PUMA specializes in the production of fashion shoes and
sports shoes for football, running, gym training, golf and motor racing. PUMA also
has exciting exclusive collections in partnership with renowned designers such as
Staple, Stampd and Trapstar to introduce the most innovative and fast-paced designs
to the world. The PUMA Group owns the PUMA brand, COBRA Golf and its
subsidiary Dobotex. PUMA currently distributes product lines in more than 120
countries and employs more than 13,000 employees worldwide.
Vision: Focus on making the company an industry leader, with a focus on
sustainability.
Mission: To become "The fastest sports brand in the world"
2.1.4 Introduction about the collection:
PUMA Fast Rider is a sports shoe collection inspired by the design of running shoes
in the 1980s with a modern design. Over time and the prevailing fashion trend Fast

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Rider gradually turned to the street genre, putting on a bit of streetwear direction.
This comeback, PUMA has reincarnated Fast Rider into 2 different colorways:
Original '80s retro-styled blue and yellow. Now also featuring '80s Casual Classics in
updated black/orange, the OG silhouette features an original running style. early
1980s model. Highlights include a combination of suede and mesh for the hat with
the iconic Federbein outsole design for traction, stability and grip. Other features
include famous racetrack branding in leather along with gilding on the side walls. The
PUMA Fast Rider is a great OG shoe that complements any classic trainer fan's
wardrobe ( figure of PUMA Fast Rider collection in appendix 2 )
2.2 IMC objectives
(Base on pyramid of Communication effects ( figure in appendix 3 ) and business
objective (600.000 purchase ))
Implementation time: 1/1/2022 – 30/6/2022
Awareness: Create awareness about PUMA especially PUMA Fast Rider collection
by 23,1% of target market (Generation Z and Millennials - gen Y) in VietNam
Knowledge: Provide knowledge about PUMA and PUMA Fast Rider collection by
18% of target market (Generation Z and Millennials - gen Y) in VietNam
Liking: Achieve liking of PUMA Fast Rider collection by 10,3% of target market
(Generation Z and Millennials - gen Y) in VietNam
Preference: Achieve preference of PUMA Fast Rider collection by 6,4% of target
market (millennialz - gen Z and gen Y) in VietNam
Purchase: Achieve 1,3% of target market ( Generation Z and Millennials - gen Y )
purchase the product of PUMA Fast Rider collection.
2.3 Target audiences
2.3.1 Target audiences
Table 1 : Target audiences

Target audiences: 1 Target audiences 2:

Factor
(Gen Z) (Gen Y)
Geography Accommodation Living in Vietnam Living in Vietnam

Age 15- 24 25 - 35 years old

Demographic
Marital status Not married Single or married

7
 Mainly student, college Office worker, who
Job
student went to work….

From 5 to 15 million
Income Below 5 Millions VNĐ
VNĐ
Dynamic personality, Having a mature way
like to experience, like of thinking, preferring
freedom, like colorful minimalism,
Life Style things, adventure, like to sustainability, safety,
express yourself. Follow and comfort. Practice
Mentality social media sites to stay sport
up to date

Study, entertain,
Concerns Work, family, health
appearance

Enjoy shopping online

Like to go shopping
through e-commerce
online through e-
Purchase platforms: Lazada,
commerce platforms:
method Shopee… or the
Lazada, Shopee… Or
company's website. Also,
buy at the store
Behaviors buy at the store
Purchase
More than 2 times/year 1 time/year
frequency
Type of device Use phone, desktop,
Often use smartphone.
used laptop

2.3.2 Relevant target audiences

❖ Employees of the Firm: The people who strive, strive and unite to help
PUMA company become more and more popular with customers.
❖ Community members: The group of people who love sneaker are Gen Z and
Gen Y living in big cities in Vietnam
❖ Media: PUMA develops relationships with large, long-standing, highly
reputable online newspapers in the field of shoes and fashion.
❖ Educator: Influencers ( mainly focus in Fabo Nguyen and Duyet fashion ),
groups, fanpages and organizations specializing in shoes in Vietnam
Fabo Nguyễn: ( figure in appendix 4 ) Real name is Nguyen Ngoc Tuan - Born in
1987, he is one of the most prominent rich kids in the Vietnamese hypebeast
community, when he owns his own Youtube channel named after himself with the
main content of specializing in sharing life, breaking boxes. brands but especially rare

8
and expensive sneakers, In particular, the guy has a strong love for sneakers, plus his
wealth has turned him into a real player and respected by young people in the world.
Duyet Fashion: ( figure in appendix 5 ) Real name is Pham The Duyet, born in
1995 in Phuc Le, Hai Phong. In 2015, he started his journey to study in Germany and
start a business. In a developed economy like Germany, it is easier to have sneakers.
On his Youtube channel, Duyet always reviews the latest shoes of famous sportswear
brands around the world. Typically Yeezy, Nike or Louis Vuitton. Moreover, he also
took the time to explain the hot words on the online community and also explain the
topics that are of interest to the fans.
2.4 Program
2.4.1 Creative strategy:
Insight :
Running sneakers from the '90s have sparked a massive resurgence in the footwear
market, with fans choosing retro (and vintage-inspired) as their look, Retro has come
to life. their renaissance in fashion and this trend is especially popular among young
people. At the same time, sports enthusiasts in general in Gen Z and Gen Y always
want a pair of sports shoes that are not only durable, have a dynamic design, but also
have a supportive function for the athletes. optimal sports activities, helping the
muscles and joints of the legs to work in the most effective way, helping to maximize
the speed and flexibility of the legs.
Create a brand image :
With a mission to be the "World's Fastest Sports Brand", reflecting a 65-year history
of creating fast product designs for the fastest athletes on the planet and pursuing
whatever comes next, about performance innovation, cultural trends, fashion and
style. PUMA captures the insight of customers who are mainly Gen Z and Gen Y,
thereby resurrecting the retro-style PUMA Fast Rider product that is popular among
young people, and at the same time bringing maximum performance to their feet. the
user, the maximum speed of the human body. Bringing to the future a timeless
product that has been a huge success in the past, setting a trend in retro sneakers with
speed-enhancing performance proven by past success to the future.
Big Idea : FTL-Faster than light
Slogan: “Tốc độ vượt thời gian”
Explanation: PUMA Fast Rider, with its maximum acceleration design and retro
style of the past, bends space to the future at speeds faster than light (Known by Gen
Y and Gen Z consumers). This is from sci-fi movies that transcend space and time at
a speed faster than light), giving users an experience that transcends self-perception

9
from the past in a retro style, reaching a speed that you have never reached before,
worthy of PUMA's mission "World's fastest sports brand"
2.4.2 Media Strategy:
❖ Advertising:
TVC: Cooperated with a famous player in Viet Nam (Quang Hai) to collaborate on a
TVC advertisement for the PUMA Fast Rider collection, contributing to attracting
attention and increasing the liking of target audiences. objectives of the IMC plan.
Once completed, this TVC will be posted on social networking platforms such as
Youtube, Facebook, Twitter, etc. where PUMA's website is located in Vietnam.
Billboard : continue to work with the selected player to build TVC and design an
advertising billboard for the PUMA Fast Rider collection. contribute to creating
attention and increasing liking for the target audience of the IMC plan.Billboard will
be rented on major roads in the area of 2 big cities, Ho Chi Minh City and Hanoi.
Poster :continue to work with the selected player to build TVC and design a
promotional poster for the PUMA Fast Rider collection. contribute to creating
attention and increasing liking for the target audience of the IMC plan. Once
completed, this poster will be posted on social networking platforms such as
Youtube, Facebook, Twitter, etc. where PUMA's website is located in Vietnam.
Influencer marketing: Cooperate with today's famous and influential influencers in
the shoe fashion industry or have a wide influence on Gen Y and Gen Z (Fabo
Nguyen, Duyet Fashion, Cotton Purple, Phi Vi, Bui Tan Truong) to work. Active on
social networks youtube and tiktok and even facebook. For the purpose of
cooperation for them to review or try the products of the PUMA Fast Rider collection
and post the video on Youtube, Tiktok , post videos in general, then cooperate and
continue to let them post a review of PUMA Fast Rider on their fanpage or personal
page on Facebook, Instagram.
❖ Personal Selling:
Create a team of professional customer consultants in social networking platforms
with PUMA's website and e-commerce platforms, helping to convince customers to
choose PUMA products in general and PUMA Fast Rider collection in particular at
the same time helps customers better understand the product and increases customer
preference for PUMA Fast Rider collection.
❖ Sale Promotion:
Contest: Primarily evaluate the ability of Puma's sales staff to promote the company's
sales.
Propose attractive prizes, stimulate sales staff.

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Coupon: Offer coupons - stimulate consumer shopping behavior. To collect data of
potential new customers for the company through surveys on websites.
The idea is that the company will give 10% discount for each discount code
Price-off deals: Create a big sale day 5/5 to attract the attention of customers.
Experience being immersed in a crowd jostling for bargains.
Idea: 1000 products on sale 30% - 700 products 20% - 300 products 10%
❖ Public Relations:
Internet :
PR Article: The PR article revolves around the topic "Are PUMA Fast Rider shoes
good, price & outstanding shoe models". Posted on groups, forums
Content:
+ There will be full information about the product, origin, model, and price
+ Current promotions
Sponsor:
The running program to raise funds for students of Ton Duc Thang University
(District 7, Ho Chi Minh City) joined the running track called "Color TDT Run 2022"
Press release:
Media Vehicles: SNKRVN Magazine, Tuổi trẻ Newspaper
Content: Introduced to young people about the program and brought positive
messages to readers, the program sponsored by PUMA went well
2.4.3 Detailed action plan
2.4.3.1 Advertising
Advertising objectives:
Create awareness and interest in the products of the PUMA Fast Rider collection
among the target audience 1,2. They often use social networks for work, study and
entertainment.
Target audiences:
Community member: The group of people who love sneakers are Gen Z and Gen Y
on social networking sites
Media: Major mass media
TVC : (1/1/2022-1/6/2022)
Message : “FTL - Faster than light”

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This TVC segment will be used to upload to PUMA's websites in Vietnam on social
networking sites such as Facebook, Twitter, Instagram, Youtube,....
Scenario : The 1-minute video will introduce the fashion design and structure of
PUMA Fast Rider at the beginning, followed by an introduction to the success of
PUMA Fast Rider in the past 1980s, with a scene Quang Hai with PUMA Fast Rider
ran at a speed faster than light to pass time from 1980 to 2022, creating the
association that when wearing PUMA Fast Rider, human speed will surpass
perception. and limited, and bring PUMA Fast Rider which is a retro shoe of the past
to the future for lovers of Retro style. In the end, the message and PUMA symbol will
be shown.
(The TVC is hypothetical to create associations. Products, characters and scenes,
events that may not be the same as the official plan of the group.) ( The TVC will be
submitted separately ) (For illustrative purposes only)
Source : Football player Quang Hai ( figure in appendix 6 )
• Source Credibility:
Quang Hai is currently a bright name playing in the position of a striker for the
Vietnamese club and national team and participating in the 2022 World Cup
qualifiers. Owns 2.4M Fl on Facebook. He has many fans and is invited by
companies to represent advertising campaigns.
• Source Attractiveness:
Similarity: He often wears sneakers when going out to hang out and exercise. Those
who buy the product will have a preference for wearing sneakers like Quang Hai
Likeability: Being a famous and classy player. He participated in professional
matches, won many titles and achievements and was loved by everyone
• Source Power:
Perceived scrutiny: Changing customers' buying behavior, creating trends, helping
customers understand product characteristics through his images on TV ads to help
customers enjoy and choose to buy products .
Appeal style : Rational and emotional combination : an introduction to PUMA Fast
Rider design, function and usage along with creating a feeling of excitement when
buying a shoe that has been successful in the past and will make the customer himself
feel the dynamism and speed in them when wearing PUMA shoes..
Execution style : State the design, use, structure and past success of PUMA Fast
Rider ( Straight-sell ), Describe the situation of using PUMA Fast Rider shoes when
running ( Demonstration ) , passing time from 1980 to 2022 at speeds faster than light

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when wearing PUMA Fast Rider shoes (Imagery) conjures up the speed viewers will
have when wearing shoes.
Billboard

Figure 2 :PUMA Fast Rider Billboard presumption ( For illustrative purposes

only )
Billboard design: Quang Hai player design brings PUMA Fast Rider running from
the past (1980) successful year of PUMA Fast Rider to the future (2022) on 2 photo
backgrounds with fast-paced effects following the model. the feeling of speeding
faster than light transcends time. The slogan "Faster than light" is embossed on the
Billboard along with the words PUMA Fast Rider brand and the white leopard logo
of the PUMA brand.
Message: “Faster than light”
Appeal : rational and emotional combination appeal style : helps viewers see that
PUMA Fast Rider is a successful shoe brand of the past that has come to the future
with the function of PUMA Fast Rider to help users have faster speed and feel.
Classic retro fashion feel, creates a feeling of dynamism and excitement when using
PUMA Fast Rider products..
Execution :Imagery: create associations about the speed of PUMA Fast Rider and the
success of the past leading PUMA Fast Rider to the future.
Poster :

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Figure 3 :PUMA Fast Rider Poster presumption ( For illustrative purposes only
)
Posters will be posted at PUMA stores in Vietnam, in addition, the cover photos of
PUMA's websites in Vietnam on these social networking sites will all be converted
into promotional posters for PUMA Fast Rider.
Design of poster PUMA Fast Rider: Design similar to BillBoard (designer Quang Hai
brings PUMA Fast Rider running from the past (1980) successful year of PUMA Fast
Rider to the future (2022) on 2 background images with The fast-paced effect behind
the model creates the impression of speeding faster than light through time.The
slogan “Faster than light” is embossed on the BillBoard along with the PUMA Fast
Rider brand words and the newspaper logo white of PUMA brand)
Message: “Faster than light”
Appeal: Rational and emotional combination appeal style: Helps viewers see that
PUMA Fast Rider is a successful shoe brand of the past that is now coming to the
future with the function of PUMA Fast Rider to help users have faster speed and feel
Classic retro fashion feel, create a feeling of dynamism and excitement when using
PUMA Fast Rider products.

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Execution: Imagery: create thinking about the speed of PUMA Fast Rider and the
success of the past leading PUMA Fast Rider to the future.
Influencer marketing
The time to start cooperation with influencers is from February 1, 2022 until February
28, 2022 is the deadline for influencers to complete the video script, review, send the
script to PUMA for approval, and post the video, review article online )
In this section, focus on the PUMA Fast Rider review video in 2 Youtube and Tiktok
channels for the sources analyzed in each item, in addition to negotiating the posting
of PUMA Fast Rider product reviews on 2 social networking sites Facebook and
Instagram for sources. Scripts for building video reviews on Youtube, Tiktok and
PUMA Fast Rider product reviews on Facebook and Instagram will be scripted by
Youtubers and Tiktokers, but the script will have to include an introduction to
success. of PUMA Fast Rider in 1980 along with the shoe's retro-fashion design and
accelerated construction.
At the same time, as a gift for KOLs, Influencers can rent PUMA Fast Rider products
with standard measurements of their choice so that if they have the opportunity to
wear these shoes, they will promote PUMA products at a low cost.
• Youtuber :
Fabo Nguyen ( Nguyen Ngoc Tuan) ( Figure in appendix 4 )
➢ Source Credibility:
Fabo Nguyen has an infinite passion for sneakers, then with his wealth, he constantly
hunted for rare and branded shoes... knew he had become a real player loved by many
people in the world, respectable sneakers. A popular youtuber - has more than
797,000 subscribers and is trusted by many fans
➢ Source Attractiveness
Similar: As one of the famous shoe players in Viet Nam, owns his own Youtube
channel named after himself and the content he is aiming for is sharing life, unboxing
branded goods or collecting expensive and branded sneakers and rare
Familiar: Fabo is no stranger to GenY and Gen Z generations because of his
engaging communication and meticulous analysis of products in each of his video
reviews.
Likeability:Fabo Nguyen owns a tall and prominent figure with a warm voice. In
addition, he also has videos to help people in need. This makes people more
sympathetic to this reviewer
➢ Source Power:

15
Perceived concern: Target the segment of customers who are interested in shoe
products and famous brands. Attract a large number of followers. Specifically, it is
easy to convey the meaning and message that PUMA products bring to Gen Y and
Gen Z generations.
Duyet Fashion (Pham The Duyet) ( famous to Generation Z ) ( figure in
appendix 5 )
➢ Source Credibility:
The Duyet is a student studying in Germany named Pham The Duyet. Currently, he
owns two sales websites with his own name, mainly targeting the Vietnamese market.
On his Youtube channel, Duyet always reviews the latest shoes of famous sportswear
brands around the world. Typically Yeezy, Nike or Louis Vuitton.
➢ Source Attractiveness:
Similarity: is a pioneer in Gen Z, so the way of communication is suitable for the
thoughts of today's youth.
Familiarity: I started doing Youtube from 2014 until 2018 before I became known
by many people. His review videos can reach nearly 1 million views. The influence
of this Youtuber can be seen
Likeability: He has a handsome face, dynamic personality, young and rich
➢ Source Power:
Perceived concern: Positive influence on the viewer. Currently, he owns a Youtube
channel with more than 223,000 subscribers, impressed with the branded product
review videos of Showbiz. Showing that he is inquisitive and has a lot of knowledge
about branded goods.
Refer to : https://truyenthongdps.com/gia-thue-kol-4-yeu-to-quyet-dinh/
• Tiktoker :
Football player: Bui Tan Truong ( figure in appendix 8 )

➢ Source Credibility:
Bui Tan Truong is currently a bright name competing in the position of goalkeeper
for the Vietnamese club and national team and participating in the 2022 World Cup
qualifiers. Owns 1M Fl tiktok channel and 4.8M Like
➢ Source Attractiveness:
Similarity: He often wears sneakers when going out. Those who buy the product will
have a preference for wearing sneakers like Tan Truong

16
Likeability: Being a famous and classy player. Regularly participating in
professional matches, winning many titles and achievements, and being loved by
everyone
➢ Source Power:
Perceived scrutiny: Changing the buying behavior of customers, creating trends,
helping customers understand product characteristics through promotional videos to
help customers choose to buy products
Bông tím ( figure in appendix 9 )
➢ Source Credibility: Owns tiktok channel 4.8M Fl. Not only known through
clips on Tiktok, Bong Tim is also famous for extremely impressive photos. So
get the trust from the audience
➢ Source Attractiveness:
Similar: Stay up to date with new trends
Likeability: With a variety of transformations and funny expressions, Bong Tim has
become a beloved creator of content.
➢ Source Power:
Perceived scrutiny: Bong Tim's videos always bring the younger generation a better
understanding of the product. This makes customers have a more positive view when
deciding to buy the product
Phi Vi ( figure in appendix 10 )
➢ Source Credibility:
Owns a TikTok channel with 260k followers, is a reviewer of quality local brand
products. The user experience after purchasing his products is satisfactory. Review
honest products.
➢ Source Attractiveness:
Similarity: always share basic and luxurious trendy outfits
Likeability: The voice conveys, attracts, the content is suitable for the current
fashion market, so it is loved by many people.
➢ Source Power:
Perceived scrutiny: changing the buying behavior of customers, creating trends to
help customers understand product characteristics through video reviews to make
customers choose to buy products.
2.4.3.2 Personal selling
( deployment time: from January 1, 2022 - June 1, 2022 )

17
Objective: Training for employees to increase the ability to convince customers
using consulting services about PUMA products in general to consume PUMA
products. Especially the products of the PUMA Fast Rider collection.
Build a team of knowledgeable customer consultants when customers request advice
on social networks such as Facebook, Twitter, Instagram, .. or E-commerce trading
platforms such as Shopee, Lazada, Tiki to increase the probability that customers
decide to use PUMA Fast Rider products.
Estimated cost of training and building a team of consultants in 6 months:
600,000,000 VND
2.4.3.3 PR
Objectives:
Customer access. Reach 200,000 views for every PR article posted on community
groups
Reach 10,000 readers to know about Color TDT Run 2022 program sponsored by
Puma through the media website.
Increase the preference of the target audience 1,2 for the products of the PUMA Fast
Rider collection
Increase the preference for PUMA Fast Rider products in particular as well as the
PUMA brand in general for the target audience.
Target audiences
a/ Consumers: Age 18-35, male and female, are students or workers
b/ The media: Major online newspapers provide reliable news in the country, gaining
the trust of the audience
c) Community members: The group of people who love sports shoes are Gen Z and
Gen Y who write reviews on the Internet
Programs:
Internet : PR Article: The PR article revolves around the topic "Are PUMA
Fast Rider shoes good, price & outstanding shoe models"
Write articles on community forums, groups.
Write review articles on pages: Viet Nam Sneaker Society, Hội yêu thích giày thể
thao Việt Nam, Hội mê giày sneaker - Giày thể thao đẹp
Posting time: April 10, 2022 at 20:00

18
 Table 2 : Expense plan table

Social Update information, as well as posters about the PUMA Fast Rider
Media: shoe line in large groups about shoe review
+ There will be full information, origin, models, and prices
Content: + Current promotions
+ Reviews and advice on size
Time: 8/4/2022-30/4/2022

Sponsor: Color TDT Run 2022

Event poster: Color TDT Run 2022 ( Figure in appendix 11 )
Detailed operation:
On the occasion of the school's 25th anniversary, and at the same time raising funds
for scholarships to help disadvantaged students in the new school year.
Running program to raise funds for students of Ton Duc Thang University (District 7,
Ho Chi Minh City) joined the race called "Color TDT Run 2022" to be held on May
18, 2022. With a running track of more than 1 km, this is an opportunity for students
to have fun and relax after school hours, stress exercises, connecting students with
each other in a learning environment.
PUMA sponsors the program, thereby also wanting to let students know about
PUMA Fast Rider products. Students, when taking pictures with PUMA products,
post products with Hashtag #PUMAFASTRIDER You will receive a keychain gift.
(5000 pcs keychains)
Press release:
Table 3 Press release plan

Press release 1 2

Media Vehicles SNKRVN Magazine Tuổi trẻ Newspaper

Form ● Online PR on ● Online PR on Tuoitre.vn

snkrvn.com ● Social media PR on
● Social media PR on facebook fanpage
facebook fanpage

19
 Content Introduced to young people about
the program "Color TDT Run
2022" sponsored by PUMA, and
also mentioned the new product,
PUMA Fast Rider.
Bringing positive messages to
readers, the program
sponsored by PUMA took
place positively. In addition,
students also know more
about new products

Time 15/5/2022 20/5/2022

2.4.3.4 Sale Promotion

Objectives :
• Increase the level of consumption of Puma products in the market
• Convert potential customers into existing customers
• Increase the level of customer attention to the product.
Target Audience: Employ of the firm, Target audience1 and 2
Time: 1/5 – 30/5/2022
Vehicles:
Contest and incentive:
Time 1/5 -30/5/2022
Location:
Table 4 Puma genuine stores in Viet Nam

Ha Noi capital Ho Chi Minh city

20
 L2-03, Vincom Tran Duy Hung, Tower
A-B, Southeast Urban Area, Tran Duy
Hung Street, Trung Hoa Ward, Cau Giay
District, Ha Noi City
Floor B1-R3-13, Royal City Shopping
Center, 72A Nguyen Trai, Thuong Dinh
Ward, Thanh Xuan District, Ha Noi City
212 Hue Street, Hai Ba Trung, Ha Noi
No. 29 BT4 - 1 Trung Van urban area,
Nam Tu Liem district, Ha Noi
370 Thai Ha, Dong Da, Ha Noi
3rd floor No. 11-18 Crescent mall Trade
Center 101 Ton Dat Tien, Tan Phu
Ward, District 7.
B01-9, B1 Floor, Vincom Center Dong
Khoi, 72 Le Thanh Ton, Ben Nghe
Ward, District 1
2nd floor, Van Hanh, 11 Su Van Hanh,
Ward 12, District 10, HCMC
L3 - 28, 3rd Floor, Saigon Center, 65 Le
Loi, Ben Nghe Ward, District 1, Ho Chi
Minh City.

Organize a contest for sales staff to find talented and skillful employees in sales and
increase sales
KPI set: 40 products/1 employee in 1 month
Contest format: Awarding prizes to outstanding salespeople who exceed the
company's KPIs in 1 month.
During the sale, staff will advise on products because there are major holidays this
month for customers to experience new PUMA shoes.
Coupon
Time: 15/6 - 30/6
Target audiences: Target audience1 and 2
Quantity: 10,000 discount codes – 10% discount
Coupons – Online Coupons
Media Vehicle: Distributing discount codes on Facebook Fanpage, company website
when filling out the form
Registration form requirements include:
• Customer's email
• First and last name
• Age
• Address of living
• Survey of customers who have used Puma's products
After completing the survey link. Customers will receive a discount code from the
registered email
21
 Figure 4 Puma discount code
* The form is applied with the condition: the customer uses Puma products for the
first time
Price-off deals
Time: 1/6-6/6/2022
Target Audience: Target audience 1
Organized: “Big sale 6/6 – Up to 30%”

Figure 5 Price off deal poster

Media Vehicles: announcements on Facebook and Instagram fanpages
Operation details:

22
Preparation steps: planning sales process - order processing - Packing - Customer
care support. Set up automatic messages and staffs to respond to instant messages
from customers. Hire Digital Marketing to advertise on websites.
2.4.4 Timeline and budget
Table 5 Implementation

Communication
Ordinal Vehicles Start date End date
programs

1 TVC 1/1/2022 30/6/2022

2 Billboard 1/01/2022 30/06/2022

Advertising
3 Poster 1/1/2022 30/6/2022

Influencer
4 1/2/2022 28/2/2022
marketing

5 Internet Personal selling 1/01/2022 30/06/2022

6 Internet 8/04/2022 30/04/2022

7 Event Sponsorship Public relation 18/05/2022 18/05/2022

8 Press releases 15/05/2022 20/05/2022

9 Contest 1/05/2022 30/05/2022

10 Coupon Sale promotion 15/06/2022 30/06/2022

11 Price-off deals 1/06/2022 6/06/2022

23
Budget determination : 8 billion VNĐ
Table 6 total Budget

Communication Tools Budget ( VNĐ )

Advertising 2.686.500.000

Public relation 1.194.000.000

Sale promotion 3.200.000.000

Personal selling 600.000.000

Budget 7.680.500.000

Backup budget 319.500.000

TOTAL 8.000.000.000

Detail timeline and budget ( appendix 12 )

2.5 Measurement and control
2.5.1 Advertising:
Evaluation Criteria :
Measure outdoor advertising (billboard) by compare business situation before, during
and after the campaign
Measure TVC and billboard effectiveness by conducting a survey of people who have
seen an ad about their feelings, emotions, and actions after viewing the ad. Based on
the increase in website visits of Puma website from Vietnamese internet users.
Poster and Influencer marketing : Evaluate by the increase in followers on the official
website of PUMA on social media, interactions: Like, share… of the poster or review
video/ article compared to the original objectives.

24
Contingency plan:
Table 7 :Contingency plan of advertising

Failure evaluation criteria Contingency plan

TVC: The survey shows that viewers

TVC: Change the media channel or
have many negative comments about
change the TVC duration more
TVC, comments, interactions on social
reasonable through research from the
networks are less or have a negative
survey
trend.

Billboard: Surveys show that viewers do Billboard: Design another billboard

not pay much attention and make many template that is more relevant to the
negative comments about the audience through research from the
advertisement. survey

Poster: Surveys show that viewers do not Billboard: Design another billboard
pay much attention and make many template that is more relevant to the
negative comments about the audience through research from the
advertisement. survey

Influencer Marketing: Interactions with Influencer Marketing: Terminate the

video reviews or a poor or negative advertising contract and ask the partner
review post, in addition, there may be to cancel the video, review the post if
negative problems arising with the image necessary, and offer a cooperation plan
of the partner. with another partner.

2.5.2 Personal selling

Evaluation criteria
Based on the increase in product consumption of PUMA in general and PUMA Fast
Rider in particular when compared to other collections.
Contingency plan :
Table 8 Contingency plan of Personal selling

Failure evaluation criteria Contingency plan

25
 When the consumption of Focus on checking the customer consultation
PUMA Fast Rider products process along with improving communication skills
does not reach the target in 1 with customers and supplementing additional
month. training courses for the consulting staff.

2.5.3 Sale Promotion

Evaluation criteria
Measure product usage based on the sales efforts of the company's employees
Evaluate the number of new potential customers of the company through surveys to
receive incentives.
Measure product consumption based on online shopping app during promotional
period
Contingency plan:
Table 9 : Contingency plan of Sale Promotion

Failure evaluation criteria Contingency plan

Staff attitude is not good Training for sales staff again

The number of customers accessing Increase running of ads on the internet,

information is limited social networking platforms

Run ads for the company, invite the

Page does not attract attention,
currently singing influencers to
impressions are low, interaction is poor
livestream interviews

The number of people participating in Increase discount percentage for sale

the event did not meet the expectations products, attach more attractive rewards

Sales did not increase after Review email content is engaging,

implementing the program modify communication

26
 2.5.4 Pr
Evaluation Criteria:
Measure the reach of customers to Puma through review articles posted on forums
and groups
Measure the increase in potential customers through Color TDT Run 2022 program
sponsored by Puma on online newspapers
Contingency plan:
Table 10 : Contingency plan of PR

Failure evaluation criteria Contingency plan

The message conveyed to the

Change the content in the next period
customer is not effective

Use images of Influencers using products

Poor post engagement
to increase customer interaction

Influenced by the same brands that Negotiate and use appropriate policies for
want to sponsor the program mutual benefits

27
 APPENDIX
Appendix 1 : The communication process figure

Appendix 2 : PUMA Fast Rider collection figure

Appendix 3 : Pyramid of Communications Effects figure

Appendix 4 : Fabo Nguyen and his shoe collection figure

Appendix 5 : Duyet Fashion figure

Appendix 6 : Quang Hai
 Appendix 8 : Bui Tan Truong

Appendix 9 : Bong Tim

Appendix 10 : Phi Vi

Appendix 11 : Color TDT Run 2022

Appendix 12 : Detail of timeline and budget

1. Advertising:
Timeline:
TVC :1/1/2022-30/6/2022
Billboard :1/01/2022-30/06/2022
Poster :1/1/2022-30/6/2022
Influencer marketing : 1/2/2022-28/2/2022
Budget :
TVC, poster, billboard:

Factors Cost

Influencer (Quang Hai) 100.000.000

Tvc, poster, Billboard design 200.000.000

Total Cost 300.000.000

 Billboard

Street Location Rental Cost

No. 199 - 205, Nguyen Thai Hoc

Street, Pham Ngu Lao, District 1, 1.322.500.000
2- sheet Ho Chi Minh City
billboards Ho Chi
Minh city
120m2 No. 322B, Xo Viet Nghe Tinh
Street, Ward 25, Binh Thanh 528.000.000
District, Ho Chi Minh City

1- sheet Ha Noi
Linh Dam Lake, Giai Phong, Hanoi 400.000.000
billboards capital

2.250.000.000
Total Cost
VNĐ

Influencer marketing

Rental costs for Fabo Nguyen :

Factors Cost

Video review on Youtube 20.000.000

Post a review on
5.000.000
Facebook

Post a review on
4.000.000
instagram

1.000.000 ( = Cost accounts for 65% of the shoe's

PUMA Fast Rider Gift
value)
 Total cost 30.000.000

Table of rental costs for Pham The Duyet :

Factors Cost ( VNĐ )

Video review on Tiktok 10.000.000

Post a review on Facebook 4.000.000

Post a review on Instagram 3.000.000

PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of

the shoe's value )

Total cost 18.000.000

Table of rental costs for Bui Tan Truong :

Factors Cost ( VND )

Video review on Tiktok 30.000.000

Post a review on 7.000.000

Facebook

Post a review on 5.000.000

Instagram

PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of the shoe's
value)

Total cost 43.000.000

Table of rental costs for Bong Tim

Factors Cost ( VNĐ )

Video review on Tiktok 15.000.000

Post a review on 10.000.000

Facebook

Post a review on 3.000.000

Instagram

PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of the shoe's
value)

Total cost 29.000.000

Table of rental costs for Phi Vi

Factors Cost ( VNĐ )

Video review Tik Tok 11.000.000

Post a review on 3.000.000

Facebook

Post a review on 2.500.000

Instagram
 PUMA Fast Rider Gifts 1.000.000 ( = Cost accounts for 65% of the shoe's
value)

Total cost 16.500.000

Total cost table for Advertising

Billboard 2.250.000.000

Fabo Nguyên 30.000.000

Duyet Fashion 18.000.000

Bui Tan Truong 43.000.000

Bong Tim 29.000.000

Phi Vi 16.500.000

Quang Hai, TVC, Poster, Billboard design 300.000.000

Total cost 2.686.500.000

2. Personal selling Tool:

Time: 6 months ( 1/1/2022-30/6/2022 )
Budget: Cost of training, building a team of consultants: 600,000,000 VND
Total cost table for Personal selling

Time Budget

6 months 600.000.000 VNĐ

3. Sale Promotion:
Time 1/05 - 30/6
Contest: time 1/5- 30/5
Award table for employees

Prize

First prize 20 million dong and 5 Puma discount coupons cost 1 million
dong

The second prize 10 million and 5 Puma discount coupons 1 million dong

The third prize 5 million and 5 Puma discount coupons cost 1 million dong

Fourth Prize 3 million dong and 3 Puma discount coupons cost 1 million
dong

Total cost 200.000.000

Coupon: 15/6 – 30/6

Budget table for coupon

10% discount/1 product 200,000đ

10,000 Coupon 2.000.000.000d

Total Cost 2.200.000.000d

Price of deal: Time 1/6-6/6

Budget table for Price off deals

1000 products 10% 200.000.000d

700 products 20% 280.000.000đ

300 products 30% 180.000.000d

Digital Mar 30.000.000d

Total cost 700.000.000đ

Total cost of Sale Promotion.

Activities Total cost

Contest 3.200.000.000 VND

Coupon

Price of deal

3. PR Tool
Time: Write review articles: 10/4/2022
Internet: 8/04/2022-30/4/2022
Sponsor Color TDT Run 2022: May 18, 2022.
Press release: May 15, 2022 and May 20, 2022
Budget PR:

Activities Price
Review Article Posts on 3 groups: 50,000 people
Review Article: 1 group posts for 3 million
Total 9,000,000 VND

Internet SEO standard PR article writing service: 2 articles ( 5,000,000

VND )

Snkrvn Snkrvn Magazine: 1 page 38,000,000 VND

Magazine Online PR and social media PR cost ( 20,000.000 VND )

Youth Online PR cost : ( 40,000,000 VND )

Newspaper Social media PR cost : ( 7,000,000 VND )

Sponsor Program funding: VND 1,000,000,000

Gifts: 75,000,000 VND
(5,000 for $15,000)
Total: 1,075,000,000 VND

Total cost 1.194.000.000 VND