Researching:

1.1 Corporate identity

1.2 Corporate reputation
1.3 Gap between 1.1 & 1.2
Objective settings:

Ananas Planning:
3.1 Identify and Prioritize Target Stakeholder Groups
3.2 Identify Themed Message(s)
3.3 Develop Message Styles
3.4 Develop a Media Strategy
Execution:
Tools of Measurement & Evaluation:
Risk Management:
Budget:
1.1 Corporate Identity
- Key words:
“Be Positive”
“Be Honest”
- Mission: Offer consumers footwear that is both high-quality and
reasonably priced.
(Canvas, suede, rubber, corduroy, leather)
- Vision: Ananas wants to be successful in the Saigon market and, if
feasible, expand into other markets throughout Vietnam, the region, and
the world. ( 10 years: Vietnam will be at the top of the sports footwear
market, surpassing Nike.)
* Product:
As with Converse, Vans, and shoes from the Basas, Vintas, and Urbas lines,
vulcanized shoes (vulcanized rubber shoes) continue to be the focus of
Ananas' product strategy. They are minimalist shoes that have attained
"immortality" and are timeless.
Directly performing and meticulous in all stages, from design, production,
distribution to communication, customer care, Ananas brings products to
the market with extremely reasonable retail prices of only about 400.000
to 600.000 VND oriented to bring higher quality products than the price,
suitable for the majority of young Vietnamese.
Give users an interesting feeling for a particular audience, for a particular
hobby -> create sustainability, keep the core so that they do not have to be
pressured to follow the trend (trend) continuously.
*Price: As for the pricing strategy, Ananas wants to give customers a
product value that is much higher than the selling price. That's why
Ananas's shoes range from only 400,000 to 600,000 VND. This can be
considered a very reasonable price in the market and suitable for the
income of Vietnamese people
*Place: At the present time, Ananas has opened a diverse chain of stores to
distribute its products, including flagship, special, standard, outlet and
pop-up stores. With the flagship store, this is considered the face of the
brand, helping Ananas express the personality and spirit of the product.
*Promotion:
They put in it the personality of the young Vietnamese. According to
Ananas, young people today (especially in Vietnam) often fall into a state of
emptiness, confusion, not knowing what they want, what they dream of
and what they really want to do.
The company has given a clear and impressive message with the content
"Discover YOU"
> Ananas hope the customer gets the message: "Whatever you do, you
need to understand yourself and know what you want. ".
1.2 Ananas reputation:
Ananas established its reputation as a company made by Vietnamese
people for Vietnamese people to utilize with the following criteria:
affordable, attractive, and high-quality right from the start
Good Reputation:
● About a variety of products: come in a variety of designs and are
always evolving to meet the needs of customers.
● Regarding the cost: Ananas has introduced a product that is
affordable for Vietnamese consumers and well-liked by the vast
majority of Vietnamese consumers. This brand has received a lot of
attention, particularly from students.
●

Bad Reputation:
The brand's intended image is different from the current objective
perception,
● About form: Specifically about the form of shoes, although it is a
brand for Vietnamese people, the shoe size is not suitable for Asians,
as evidenced by many reflections of Ananas shoes that make them
feel pain in their feet.
● Concerning customer service: It is known that the brand reaches to
students - a group that is quite influential on social networks and is
also heavily influenced by social networks. With the bad attitude of
the staff at the store, it will easily deteriorate the image of the brand
1.3 Gap between Corporate Identity and Corporate Reputation
The company's criterion is to provide consumers with good quality
footwear products at reasonable prices. When put on the market, the
customer's objective perception of the product is quite good, but there are
still some negative reflections on the product quality that is not suitable for
the price (color fastness, smoothness, size, etc.)

Ananas Previous Campaign

Ananas used to accompany YouthSpeak Uni Tour at HCM University of

Education, is a program to encourage students to actively cultivate soft
skills, in order to adapt and integrate in the career market. The target
audience of the program is also one of Ananas' target customers.
However, this has not helped to increase the message transmission and
effectiveness in communication activities, nor has it developed the brand's
identity.

Ananas's Remediation and Development Strategy:

Research and adjust product designs and characteristics, find out suitable
alternative sources of materials to bring to customers products with better
quality but still maintain the same positioning and brand characteristics. .
Monitor the brand communication process, measure the effectiveness of
each step, avoid mistakes in building and conveying messages to
customers. Training highly professional staff to carry out strategic activities
of the enterprise.
2. Objective settings:
Activity:
- Mono viral clip with Ananas product
- outdoor store to introduce new product
- invite famous tiktoker
● After 6 months, the interaction on tiktok increased from 900k likes
=> 1.5 million
● Insta likes increased from 215k follow => 500k follow
● After 3 activities, we will sell about 500 pair of shoes / 1 store
3. Planning:
3.1 Identify and Prioritize Target Stakeholder Groups
Associate with MAD production to produce a viral clip of Mono singer. MAD
production will be responsible for building and editing clips to become
viral on social media platforms.

Regarding the Ananas booths at sports festivals in universities, we will

cooperate with the university's faculty associations (HUFLIT, TDTU,
HUTECH) to open booths to promote new products as well as introduce
preferential programs. for students of schools.
About the clip of tiktoker Dao Le Phuong Hoa, we will contact the
manager to collaborate to create a trending tik tok clip to promote the
product and attract a lot of attention from customers.
3.2 Identify Themed Messages:
“Discover YOU”
● Today's youth frequently experience emptiness, confusion, and a
lack of direction, not understanding what they are doing, what
they want, or what their dreams are. Ananas aims to remind
everyone that "Whatever you do, you need to understand yourself
and know what you desire" with the tagline DiscoverYOU. The
more self-aware you are, the simpler and more clear-cut life will
be.
● New Message: Strive to be your best
● Help the consumer identify their talents and inspire them with
passion and motivation so they can learn more about themselves.
3.3 Develop Message Styles:
The demographic that the brand aims to reach is made up of people
between the ages of 18 and 25, who are in the stage of wanting to
know who they are and do new things. There will be numerous
opportunities to transform oneself in this generation.

The aim of "DiscoverYou" will be to inspire young people through a

powerful message. Through the pictures used on the platforms,
Ananas will convey this message in an upbeat, colorful, and
occasionally humorous tone appropriate for the young audience's
age, creating a sense of the target group's passion for their goals and
determination to fully understand who they are.
In order to keep the relationship between the brand and the media
audience strong, Ananas will consistently uphold this message
throughout its process. Each post from the group of like-minded
young content creators exploring new things with Ananas on
Facebook reflects the personality the company has developed.
3.4 Develop a Media Strategy

For social media platforms like Facebook and Instagram, we attempt

to keep up with the most popular trends, holidays, etc. Based on the
interaction we often have, this helps us raise our interaction rate by
40%.

Having models try on our products with fashionable clothes -> that
aid in increasing consumer interest in and attraction to our products
(Because our product is fit with The set that models is wearing) ->
about 200 questions per 1 post about our product-> increase selling
about 60-80%
- TikTok: Have reviewers, celebrities try on, make videos about
our products and upload it with the hashtag #review#ananas
4. Execution
ACTIVITY 1: MONO

Prepare
No Categories Amount
1 Hire actors (Mono) 1
2 Hire the filming locations 1
3 Cooperate the production house (Kool Media) 1
4 Costume and makeup (Smile Media) 1
5 Supporting services (food, drink...) 1
- Mono: a young singer with great influence, especially to the young
people →suitable for the promotion of ananas’s advertise
- Filming location: mountain (suitable for the slogan Discover You, you
can do whatever you want with the product of ananas)
- Production house: Kool Media (5 years’ experience, produce variety
good videos, successful in cooperation of multinational companies FPT,
Vinasoy)
- Costume and makeup: Smile Media (be hired by the young people,
match with the concept of ananas)
Timeline
Time Activities
24/12/2022- 29/12/2022 Proceed to shoot the video clip
30/12/2022-4/1/2023 Edit and design video
5/1/2023 Complete video
6/1/2023 Post video on channels and platform of the social network

Postproduction
Platform: social networks: YouTube, Facebook and mainstream TV
channels with a high number of followers: VTV1, VTV3
Target audiences: all people who often use the flatforms of social networks
regardless of age
Result:
- Promote the product of ananas (shoes)
- Take the name ananas closer to the market domestically and
internationally
- Remind everyone what they dream and what they really want
ACTIVITY 2: BOOKING DAO LE PHUONG HOA

KOLs are active in order to get followers and engage with fans on
platforms with a wide and diversified population of users.
To demonstrate how Young people now have a fresh look that Ananas has
brought, Ananas has chosen and collaborated with KOLs tiktok Dao Le
Phuong Hoa through reviews to increase Ananas's brand awareness and
coverage on Tik Tok and Facebook applications as well as many other
social networking platforms.

*Pre-production
Booking KOLs Dao Le Phuong Hoa to shoot commercials and write
product reviews is often done as follows:
01/02-05/02/2023:
 - Project description: After singer Mono has tried Ananas
products, hold an MV dance shoot to review and showcase
new Ananas items.
05/02/-06/02/2023:
- Set the project's goal: assist clients in identifying the brand;
also, the main purpose is to promote products to customers.
07/02/2023:
- KOLs Dao Le Phuong Hoa is in charge of choosing the dance's
attendees depending on the budget and financing that is
available.
08/02/-10/02/2023:
- Make contact with partners to combine and choose a precise
time slot: Contact each other, talk about schedules, and make
arrangements between partners using methods like:
+ KOLs is Dao Le Phuong Hoa, DaLat is the site of the
shoot
+ Makeup: Quach Anh

+ A designer: Hoang Ku
 - Freestyle clothing selected by KOL Phuong Hoa, is appropriate
for the dancing style, which is the autumn-winter fashion in Da
Lat. Sound and light by PS team,...
11/02/2023:
- Meet and briefly converse with the supporting cast (stylist,
makeup artists, etc.): To set up a collaboration agreement to
film a product review mv, talk with the guest artists and the
production crew regarding the dance product review's filming
schedule.
12/02/2023:
- Prepare tools and equipment, trips to Dalat for the day of the
MV shoot.
*Post-production
- The marketing campaign to promote the product and video can
begin after the shoot is finished.
- The first step is to determine the target market for this recently
launched product, which will provide clients with new models while
also staying current with fashion, with a particular emphasis on
young people worldwide.
- Genz is similarly vibrant and full of dynamic personality. Because the
primary objective of the product line has been established,
advertising advertisements on fan pages on Christmas and New
Year's Eve will aid in drawing customers to the Ananas brand as well.
By putting advertisements on the company's own website,
Instagram, and Facebook page, having an established brand also
makes a tiny segment of the client market even more accessible.
VI. Risk management
Introducing MONO's activity clip
Risk: The clip is not widely spread and no one knows, we will have the
following solution:
+ Comment seeding for articles, run ads, or rent TikTok reaction clips for
example
- Or clip MONO near the date of not airing:
+ That day we will temporarily post the demo and demo sorry and
announce the official clip release date

About booth activities:

Risks: + Bad management license causes insecurity and disorder, and
adversely affects the brand.
+ Booths may not be popular and do not impress students => resulting in
affected revenue and loss of booking costs at universities.
Solution: + We can do marketing and post on social networking sites,
run ads or
+ Thanks to the media club to support seeding media for the event I do
=> everyone will know what time the booth will take place, and create a
giveaway for everyone to come to the booth to experience the product
and get a gift. give shoes or vouchers of high-value => attract many
students
+ Make a detailed plan and sign a commitment to ensure security and
order at the school.

About Tiktoker's activities: Tiktoker may have product reviews that are
not suitable for our products => causing mixed opinions about Ananas'
products
Solution: + We will provide false or incorrect content about our products
and then give a more reasonable assessment for TikTok to redo if TikTok
does not agree. We will hire another TikTok specializing in shoes and
sandals to make the most accurate comments to refute opinions.
7. Budget

Season 1
Activities
Jan Feb Mar

Release new product: 100

Materials, Products Restock: 200 millions VND Restock: 80 millions VND
millions VND
Ready for Tet Holiday,
Events (gifts, Discount old products: 50 Spring festival: Mono and
clearance sale discount up
celebrities,…) millions VND friends: 400 millions
to 50%: 100 millions
Making videos of the new
Advertainment Posting adv on FB, INS,
product, giving tiktokers ( 20
(Tiktoker, social 0 TikTok, YouTube,… : 50
tiktokers) try it: 40 millions
media,…) millions
VND
Total 300 millions VND 190 millions VND 520 millions VND

Total season 1 1010 millions VND

Season 2
Activities
April May June

Products support for Sport

Materials, Products Restock: 200 millions Restock: 50 millions
Festival: 40 millions
Sport Festival at school: 50
Events (gifts, millions Discount for special day (30/4 -
0
celebrities,…) Giving coupon for students: 1/5) buy 1 get 1 free: 50 millions
5 millions
+ Remind customer about
the new product, giving +Remind customer about the
tiktokers (5 tiktokers) new product, giving tiktokers Remind customer about
Advertainment review about it: 10 millions (3 sneaker specialist) review the new product, giving
(Tiktoker, social VND about it: 15 millions VND tiktokers (2 sneaker
media,…) + Posting avd to recap + Posting avd to recap about the specialist) review about it:
about the Sport Festival on Sport Festival on FB, INS, 15 millions VND
FB, INS, TikToke, Youtube: TikToke, Youtube: 10 millions
10 millions
Total 110 millions 275 millions 65 millions
Total season 2 450 millions

Total of 2 season from January to June about: 1460 billions