BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC KINH TẾ TÀI CHÍNH TP.HCM

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REPORT MIDTERM

DIRECT MARKETING
LECTURER: LÊ THỊ PHƯỢNG HOÀNG YẾN
GROUP: 9 LITTLE FROGS
Group
Phạm Ý Nhi
Bùi Hoàng Phúc
Văn Thắng Toàn
Nguyễn Phú Vinh
Nguyễn Duy Dương
Nguyễn Ly Mỹ Uyên
Nguyễn Thị Thùy Linh
Nguyễn Thị Ngọc Giàu
Nguyễn Thị Hải Yến

06 tháng 10 năm2022
 CONTENTS
Part 1: Explain why Creative Strategy is necessary for Direct Marketing, Please?...3

Part 2:  Create the advertising content for one FMCG product in Vietnam market,
Please?....................................................................................................................... 5

 Heineken's products:.......................................................................................6

 Show the target audience of product / service.................................................7

 S.M.A.R.T. Goals Số liệu:...............................................................................9

 Show the customer insight of product / service...............................................9

 Consumer Insight:........................................................................................9

 Heineken's Insight:.......................................................................................9

 Create the idea advertising content................................................................10

 SMART Goals:..........................................................................................10

 Content Description:..................................................................................11
Part 1: Explain why Creative Strategy is necessary for Direct
Marketing, Please?

 Every day you see a lot of images, slogans promoting brands and
products. There are images that have gone into daily life, there are slogans
that you can tell right away what product it is… The success of
advertising creators is here, they help products and brands. Their brand
enters the mind of the user and "forces" them to use that product, that
brand.

- Creativity is important in problem solving, attracting more attention

than competitive communication and sales efforts. High creativity will
arouse consumer awareness, emotions and behavior towards product
brands and images.

- Creativity is the most commonly used term. However, this term also
exists many different approaches, because it depends on the position
and perspective of the person giving the point of view.

Economic Art
perspective perspective

Creativity must first ensure Creativity cannot be bound by forceful

effectiveness in meeting factors, because it involves how to
communication goals through approach consumers' emotions through
economic indicators psychological and artistic influences.

Creativity cannot be bound by forceful

reativity is the ability
Creativity must first ensure to create new, factors, appropriate
unique, because it involves how to
or appropriate
ideas, and
effectiveness in meeting approach
is considered the solution consumers'
to build and conveyemotions
messages through
to
customers in the
communication goals through most effective psychological
way. Creativity and
is theartistic
art of influences.
making a
difference, having new, different or unusual elements.
economic indicators
Two main factors affecting creativity
Creativity has a mission to make a positive
impact on

Awareness

Emotion

Behavior
→ Therefore, creativity is necessary for direct marketing. A creative strategy
is like an outline or blueprint that is prepared before the launch of a new
marketing project or campaign.
It not only outlines the components of a marketing message, but also defines
the audience we want to approach.
The company's creative strategy should act as a guiding light for the team
responsible for developing the idea of outward-facing promotional materials
in the campaign.
Creative is the best way to impress customers easy to remember products,
consumers always tend to ignore ordinary images and words. It's great to see
an ad that is emotional, creative, and interesting, consumers will enjoy it and
remember it for a long time, they even tell it to many other people.

Part 2:  Create the advertising content for one FMCG product in
Vietnam market, Please?

 Heineken beer brand was officially born in 1873 in Amsterdam, the

Netherlands, after the process of formation and development, became a
famous global beer brand, considered the most successful beer brand and
a symbol of the world. in the beer industry around the world.

 In Vietnam, Heineken Beer with full name is Heineken Vietnam

Brewery Company Limited, abbreviated as Heineken Vietnam Brewery,
was officially established on December 9, 1991, is a joint venture
between General Saigon Trading Company (Satra) (40%) and Asia
Pacific Breweries Ltd, now Heineken Asia Pacific Pte Limited
(HEINEKEN Asia Pacific) (60%).
 (Nhà máy bia Heineken tại Việt Nam. Ảnh: Int)
 Currently, Heineken Vietnam Brewery Co., Ltd. manufactures and
distributes fermented beers and ciders with famous beer brands such as:
Heineken, Tiger, Tiger Crystal, Desperados, Biere Larue, Biere Larue
Export, BGI and Bivina in Vietnam, Strongbow. With quality products,
suitable to the tastes and needs of consumers, Heineken Vietnam Brewery
Co., Ltd. is currently leading in the Top 10 prestigious beverage
companies in 2020 - Industry group: Alcohol (Vietnam Report).
 Heineken's products:
 With a mild, easy-to-drink taste, while fully preserving the world-
famous flavor of Heineken Original from 1873, Heineken Silver
premium beer promises to be the perfect choice for every occasion. fun.
While Vietnamese customers have always loved and chose Original
Heineken over the years, market research shows that they also want to
enjoy Heineken beer at different times.
 The premium quality and perfectly balanced taste of Heineken Silver
are further accentuated by the unique packaging design in a luxurious
silver tone that celebrates Heineken's signature blue color and red star
image. Heineken Silver launches with a tall can and a glass bottle in
Heineken's iconic green color, with a foil label that ensures the
excellent beer quality remains intact. Besides, Original Heineken
products also put on a new look that is consistent all over the world,
with a more modern and dynamic look.

 Show the target audience of product / service

Demographic

Age From 30 to 35 year-old

Gender Male and Female

 Income Average Income (From 5.000.000 to 10.000.000đ)

Job - Office workers

- People from the middle class and above, people with high
income compared to the general level of society

- Entrepreneurs and successful people have status in society

Psychographic

Lifestyle Modern, sophisticated, dynamic, posh, friendly, created

Personality Extroverted, generous, tactful, cheerful 

Geographic

Regional Mostly live in urban areas. Specifically, Ho Chi Minh City,

Hanoi,...

Demand

  - Want to use beer with a strong, fresh, characteristic flavor that

is not mixed with other beers

- Satisfy and bring good health to users

- Want to use high quality beer and have a big brand in the
market

Behavioral Segmentation

  - Parties with family and friends at home, restaurant, ...

- Join specific special occasions such as holidays, Tet, …

- Concert events buff

- New Year's Countdown avid goer

 S.M.A.R.T. Goals Số liệu:
 Ngành Bia từ năm 2014 đến 2017 có tốc độ phát triển trung bình là 5%
đến 8%
 Doanh thu cùng năm của nó là hơn 5 tỷ 4
 30-35 tuổi -> 96,49% ( 8.225.230 người) là có uống bia
 Lượng bia tiêu thụ tại Việt Nam tăng trung bình 6,6%/năm trong suốt 6
năm qua (Tính từ năm 2019)
 Show the customer insight of product / service
 Consumer Insight:
 The majority of millennials consumers perceive Heineken as a
premium beer brand aimed at serving middle-aged and older audiences.

 Moreover, Heineken's products carry a "flashy" image that seems more

suitable for luxury parties. This makes the process of reaching
consumers, especially the brand's key consumer group, millennials,
difficult. In addition, the beer consumption trend of this group has
changed. They choose to drink products with a light alcohol content
and a less bitter taste.

 Heineken's Insight:
Choosing Millennials as the target audience because this is the main beer
consuming group today. They were born and raised in the strong
development of technology and economy. Therefore, the worldview of this
group is quite different from previous generations. They lead an active,
positive life, love to experience, and always take the initiative in all
situations.
Raise the bar on sustainability and responsibility:
- There is Brew a Better World 2030 means sustainability and
responsibility front and centre. For over 157 years, Heineken have been
passionate about making a positive impact on the world. Today, this is
more needed than ever – from the concerns of adulthood generations
 nowadays – addressing climate change and water scarcity to creating a
fair, equal and healthy society.
Become the best connected brewer:
- They want to become the best connected, most relevant brewer for
customers and consumers living in the digital age. To achieve this, we
are building seamless digital interactions across the entire value chain.
 Create the idea advertising content
 Campaign Name:“Thổi bùng năm mới cùng Heineken"

 Customer’s pain point:

 An alcohol fan but can’t drink beer.

 Their stomach get easily queasy after consuming high alcohol.
 Want to taste brew with chums at a party but is afraid of bitterness,
exhaustion and getting too drunk.
 Lead a healthier beer drinker.

 SMART Goals:

 S: We will organize a countdown event

 M: The goal is a 5000-audience event in 2 days.
 A: We have strong finance, high brand equity, and 2 months until the
event dates.
 R: We will launch an event to engage awareness for Heneiken Silver,
which is extra refreshing and easy to drink.
 T: We will plan on 6th October 2022, submit event plan within 2
weeks, design event visuals within 3 weeks, and build the stage in 2
days before event date. 
 Goals summary: We will organize a countdown event for 5000
participants in Ho Chi Minh city on 24-25th December, 2022 to
engage awarenesss for Heneilen Silver as an extra refreshing and
 easy-to-drink beer. To achieve this, we will plan within 2 weeks from
6th October, design event visuals within 3 weeks, and build the stage
in 2 days before event date.

 Content Description: 

 A batch of friends hanging out together for a countdown party,

everyone having silver heineken on their hand, enjoyably converse
nice chat with others without fearing losing consciousness and being
drunk
 Sub-content will be concentrated on solving customers’ pain point
and supporting main content of campaign 
- Audience: Avid party people who can’t drink strong alcohol
- Objective: Increase awareness and introduce Heineken silver to
audience
- Expectation: beer that everyone can easily drink
- USP: less bitter beer, hops fragrance and strives for “Nhẹ êm và
đậm chất” quality which is beer but contains mild alcohol
substance 
- Support: Chilling partying mood with pleasant atmosphere visual
setting 
- Tone: A sociable, joyous and cozy ambience with friends in
momentous countdown event using Heineken silver
- Direct Marketing Tools: Youtube ads, google ads, celebrities, SEO
& SEM, Facebook ads, poster and banner

Visual graphic for banner-poster: A group of friends celebrating new

year’s countdown, levitate with their Heineken beer clutched on their
hand with excitement. There is also a Silver Heineken Beer floating in
the center of the picture.    
reativity is the ability to create new, unique, appropriate or appropriate
ideas, and is considered the solution to build and convey messages to
customers in the most effective way. Creativity is the art of making a
difference, having new, different or unusual elements.