Contents

TASK 1..........................................................................................................................................................1
1.1 Customer segmentation (Demographic, Geographic, Psychological characteristics)........................1
1.2 S.M.A.R.T objectives for a new communication plan.........................................................................1
1.3 Communication planning process......................................................................................................2
TASK 2..........................................................................................................................................................3
2.1............................................................................................................................................................3
2.2............................................................................................................................................................4
TASK 3..........................................................................................................................................................5
3.1 Digital platform..................................................................................................................................5
3.2 Designing poster................................................................................................................................7
3.3 Viral clip.............................................................................................................................................8
3.4 Content in viral clip can meet with communication objectives.......................................................10
3.5 Name regulation and key content...................................................................................................10

TASK 1
1.1 Customer segmentation (Demographic, Geographic, Psychological characteristics)

The targeted customers are young people, including men and women aged 18-25 years
and families with young children. They are the people who love eating and experiencing
new and trendy products in the market. Customers are those with stable income, living in
major cities across the country because ice cream costs more than many other ice creams
on the market.

1.2 S.M.A.R.T objectives for a new communication plan

Objectives of a new communication plan: By the end of Valentine 2021, specifically
February 15th, there will be reaching 7,000 customer interactions for the product,
increasing 10% of product sales.

(S) Specific The company needs to focus on two main factors

including customer interactions and sales growth to
achieve set objectives.
(M) Measureable Objectives for the new communication plan have very
specific metrics including customer interaction and sales
growth
(A) Achievable Objectives are assessed and set based on the company's
annual reports on sales and customer engagement so it is
completely achievable.
(R) Realistic The objectives set for the coming time are based on real
data that has been carefully analysed from the previous
reports to ensure the feasibility
(T) Time - bound The time has been established explicitly in the next 4
month, ie from December 1, 2020 through March 31, 2021

1.3 Communication planning process

a) Definition

According to (Rouse, 2019), a communication planning process is policy-based approach

to provide information to stakeholders. The plan will be specifically planned for who will
be informed, when to provide information and how to contact information.

b) Steps and explaining each step

Step 1: Setting objectives

The main goal is to bring everyone towards a common, helping everyone understand
what the work they have to do will achieve. Setting goals is extremely important, the first
step for the beginning of every step. In this campaign, I set the Objectives that after
Valentine 2021 increase sales to 10% and customer interaction to 7000.

Step 2: Identifying target customers

Our customers are our target audience so we need to find a way to understand them,
understand the reasons and how they buy, so that we can devise a change strategy based
on customer data. An effective approach to the customer helps us reduce time effort and
money. The customer segmentation I set out is young people, including men and women
aged 18-25 years and families with young children. They are the people who love eating
and experiencing new and trendy products in the market. Customers are those with stable
income, living in major cities across the country because ice cream costs more than many
other ice creams on the market.

Step 3: Designing message

Messages are what brands want to convey to customers to understand the depth of their
products. A message can sometimes also attract a lot of customers when it is relevant and
really aimed at the masses. The message this time I want to aim for is "Closer to be lover"
which is very relevant during the Valentine's season when it motivates people to get
together and understand each other to make it easier to find your true partner.

Step 4: Media channel

Media channels are the channels we use to reach customers. Here I use Personal selling,
PR and social media. These are the channels that are really suitable for this campaign to
bring products closer to customers

Step 5: Message source

Information from customers plays an important role in the strategic direction of the
brand. Customers who take it proactively will greatly assist the brand in promoting its
message to the wider community.

TASK 2
2.1

a) Personal selling

In addition to product distribution at large supermarket chains such as Vinmart, BigC ...
or convenience stores that are open 24/7 like Circle K, Ministop. Celano will open retail
outlets for products in crowded areas during Valentine's Day such as shopping centers,
walking streets on the weekend... This chain of retail points will be present in major cities
under 35 provinces across the country

b) PR

Celano will invite popular KOLs admired for their love story like Dong Nhi - Ong Cao
Thang, Cong Vinh - Thuy Tien, Cris Phan - Mai Quynh Anh... to tell about the many
perspectives of the love story. They will use their social media sites to post and post
photos and video clips of Celano's black sugar pearl milk tea and attach
#Celano_brownsugarbubblefreshmilkicecream #Closer_to_be_lover to promote this
campaign.

c) Social media

Celano owns its own Facebook page to advertise their products and campaigns called
Celano Ice Cream Lovers' Association. With over 500,000 followers, this is an effective
way to convey messages to customers. With pictures related to black sugar pearl milk tea
ice cream, the caption of each article should have a hashtag
#Celano_brownsugarbubblefreshmilkicecream and #Closer_to_be_lover. At the same
time, captions can use trendy love quotes to attract young people to interact with the
article.

2.2

Today, of all Celano channels, they only interact with the best customers through
Facebook and sell online. Therefore, I selected these two channels for this media
campaign. Regarding online selling, Celano is a long-standing brand in the market, so it
has gained a certain amount of trust from many customers. When entering a repair shop,
they see a familiar brand and the likelihood that they will choose is higher than the brand
new. Setting up retail outlets will help customers focus more on black sugar bubble tea
ice cream instead of other products and attract the attention of customers who do not
already know the product in crowded places. This is an important step in increasing the
sales of your product and attracting a new audience.

Facebook is Celano's primary place of interaction with customers. Advertisements and

product descriptions are all shown here, so they also have a certain amount of interaction.
However, the actual number of interactions compared to the number of followers is quite
low so the brand needs to invest more in posts. Hashtags, trendy captions or new
communication with KOLs will be the way to get the attention of customers, especially
target audience. In the Objectives set out, requirements on the level of real interaction are
also given. These ways are currently useful ways to work

TASK 3
3.1 Digital platform

a) Definition

According to (Asadullah, Fail, & Kankanhalli, 2018), some researchers previously define
digital platforms based on a variety of perspectives. Specifically, some studies agree that
digital platforms should be viewed as technical elements and interactive processes while
others choose to look at digital platforms from a non-technical standpoint
Conceptualization Definitions of digital platform Reference
view
Technical (Software Digital platform is a set of (Ceccagnoli, Forman, Huang, &
development and components which are used in Wu, 2012)
production) common across a product line
whose function is able to be
extended by applications
Non – technical Digital platform is value created by (Ye, Priem, & Alshwer, 2012)
(different facilitating the development of
transactions) interactions between two or more
groups of customers who have an
interdependent relationship.
b) Types of digital platforms

According to (Watts, 2020), there are 7 types of digital platforms including:

- Website: This platform is applied when you click on a banner, an advertising link,
all of them will be transferred to the website of the brand. It is the core of Owned
Platform, the essential foundation and focus of digital platform and where to get
information and create a user experience with engage and convert
- Social media: This is the brand's online home, connecting with customers through
social media with stories, ready to share joys and sorrows with customers. By
social listening, brands can improve and create a better customer experience.
- Digital media: The types of advertisements mentioned at the beginning of the
article, the banners on a website, the videos that appear while watching the movies
are all forms of digital media. This is the focus of Paid Platform, with the role of
increasing brand awareness to users on the digital platform. However, for it to
work properly, the platforms have to be well-coordinated.
- Search: This is the platform that owns the search engines that are very popular
with today's users such as Google, Coccoc... They have owned a large amount of
 information and are the main sources of finding information of customers so the
mission of each business. Business is a must for a prominent way for customers to
find them on these tools.
- Email marketing: Today, email is known as the most effective and formal work
communication tool. Through email marketing, businesses can obtain a huge
amount of data from customers. One advantage of the platform is that it is the
cheap approach to targeted companies closer to targeted customers
- Mobile: This is a modern, innovative platform based on the development of
smartphones, from simple SMS marketing, they gradually apply new technologies
such as QR codes, GPS marketing, virtual reality experiences ... With the number
of users always leading as today, this is expected to become extremely powerful
platform in the future.
- Game: This is a new type of platform and is gradually gaining popularity today. It
is divided into 2 categories including: In Game Ads and Gamification. In Game
Ads is shown during the game to engage players in their gaming process while
Gamification is a brand's way of turning the user experience into a game, helping
guests to enjoy and increase the ability to convert.

c) Digital platform applied in our planning

In this new IMC campaign, the chosen digital platform is the social media. Specifically, I
will use Celano's Facebook fanpage named Celano Ice Cream Lovers' Association. The
reason I use this platform is because the target audience is young, fluently using social
networking sites and Facebook is the most popular social network in Vietnam of any age.
Nowadays, in the age when information is exchanged easily and quickly, they easily
update trends and try it immediately.

3.2 Designing poster

In the advertising campaign of brown sugar bubble fresh milk ice-cream launched on
Valentine's Day 2021, I designed a poster to bring the product image and the campaign
closer to the consumers. First, in terms of colour, the poster uses mainly red and brown.
The red colour represents love and strong emotions of love, so when combined with a
symbol like a heart, it makes the audience think of Valentine's Day. The brown colour is
not only the memorable colour of the brown sugar bubble fresh milk ice – cream but also
the colour of nature, bringing warmth, intimacy and peace of mind for the viewer.

Second, the main photo in the poster is two spaced popsicles, connected by a red thread.
In the concept of Eastern culture, if two people are connected by a red thread, they not
only become lovers but will stick together forever in the future. The two ice creams
attached to the red thread create a heart shape in the middle, which symbolizes a love
born from the close intimacy between two independent people. The image also clearly
shows the slogan of the whole campaign "Closer to be lover".

Third, the composition of the picture is divided into two distinct parts. The main sections
are placed in a darker red box while the lighter background will be used to place product
and brand related logos to easily capture the attention of the audience and convey the
message of the advertising campaign.

Through this, the brand also sends the message to customers that: Everyone should get in
touch and understand the people around them, get close to them in their hearts to find a
suitable person to be a lover which is the real half of them in the coming Valentine's days.

3.3 Viral clip

a) 3 key elements to create a viral clip

Short and sweet

Viral clips need to really impress your audience from the very first seconds so they don't
have a chance to give up on your video. First impressions are easier to leave a lasting
emotion on the viewer and will make them remember longer later. Our attention span is
getting shorter and shorter, which means it's time to tighten up your video content. A
survey published in The New York Times found that more than 19% of people left a
video after just 10 seconds. After a minute, the video lost a staggering 44% of viewers.
Brands need to ensure that everything that is important and best is not last. In particular,
brands need to take advantage of every passing second in the clip to convey the message
to viewers

Informative

When your audience is attracted to your viral clips, they'll always be looking for new
information and better ways to do everyday tasks. Also, if your video content is
interesting and informative, it's also highly likely to be shared with those around it.
Everyone wants to learn something they don't know yet, and video can be a great tool for
leading information management. This is also a useful and quick way for them to actively
receive information.

Inspiring

To get the viral edge you want, find stories to inspire your readers, whether it's
overcoming stories, fighting adversity, or just searching for success. . Instead of
expressing the desire to make a lot of money from the product, the audience wants to see
the brand towards community programs, sharing and helping the community. The
audience loves an inspirational good story and the more inspiring the story, the more your
audience will want to share it with others, and that's how you bring the product closer to
the community.

b) Viral clip in our planning

A couple just got married in a church. They dreamed of a happy future after finishing
with their lives. However, when they are really about living together, they realize that the
holiday is not simply love. They have to face a life separated from their parents, having to
take care of their own life with all the chores. After coming home from work, they are not
allowed to rest, but have to worry about washing and cooking. From here, the conflict
between the two begins. The wife always feels that when her husband comes home from
work, he will just sit and play on the phone and I have to do a lot of things. The husband
always feels his wife is too serious about cleaning the house and always grumbles. Day
by day passed, 3 months after getting married, every day going home was a day of crisis.
One day, the wife returned from work to work and saw her husband sleeping drunk while
the house was extremely messy. She immediately called her husband up and told him to
clean up, but he didn't hear him shouting: Why have you become so difficult after getting
married? I really can't stand it anymore. The wife just cried and said: Maybe we all think
marriage is too simple. After saying that, she left for her mother's house, leaving him
alone in the empty house with lots of furniture. After a moment of thinking, the husband
decided to stand up and move the house. Suddenly he realized, the housework is really
not as little as he thought. He hastily packed up and chased after her. It turns out, before
she met him, she met his colleague. They said: Recently you have met a lot of efforts
because of a big project to be able to become a director. Turns out, he wasn't playing on
the phone at all, but at work. At that moment, he reached for her and the two embraced.
The two return home and eat Celano ice cream together.

The important scene in the clip is when the husband is drunk and the two have an
argument, then the wife says a sentence about marriage and love. Through this video, the
message the producer wants to convey to everyone is: Sometimes marriage is not as
romantic as love and the people who are always by your side are not sure to fully
understand the difficulties you are facing. Therefore, you need to open up, share more to
understand each other, to be more attached in life.

3.4 Content in viral clip can meet with communication objectives

When talking about Valentine, people often talk about romantic things but this viral clip
shows other sides of love and marriage. It can be said that in a time of more and more
divorce cases, such a clip will help people have a diverse view of marriage and family.
This is an interesting and attractive clip during the Valentine's Day and the image of the
ice cream will be imprinted in the memory of the audience when it is a connection to help
the two main characters' feelings return to good. When the audience finishes watching the
lip, they will feel curious about the product. They want to experience ice cream to know
its true taste. In this way, the number of sales will be increased. Customers who watch the
clip can share it with those around them creating a viral effect. From there, it also
increases the engagement of your brand on social networking sites. This was completely
on the right direction of the original Objectives that we launched for this campaign.

3.5 Name regulation and key content

- Unique and unforgettable.

In trading, this is called "stickiness". But the stickiness problem turned out to be kind,
well, sticky. Every company wants a name that stands out from the crowd, an attractive
handle that will stay new and memorable over time. It is a challenge as naming trends
change, often over the years, making timeless names difficult to find

- Avoid irregular writing.

When creating names, you can use words that customers can easily spell. Some startup
founders try to write unusual words to make their business stand out, but this can get into
trouble when your business 'Google' customers find you or try to gender introduce you to
others. Stick to traditional spelling and avoid catchy words that you enjoy explaining at
cocktail parties

- Easy to pronounce and memorize.

Forget about fabricated words and meaningless phrases. Make your business name a
name that customers can pronounce and remember easily. Ignoring acronyms, it doesn't
make sense for most people. When choosing an identity for a company or product,
simplicity and ease of understanding return style and is less expensive for the brand.

- Keep it simple.
Limit it to two syllables. Avoid using hyphens and other special characters. Since certain
algorithms and directory lists work in alphabetical order, choose a name closer to A than
Z. Today, it is even useful if that name can be easily translated into motion, like Google
me.

- Make some sense.

Sometimes, business owners will choose names that are meaningless. Whimsical words
(Yahoo, Google, Fogdog) or early proven trademark names (Novartis, Aventis, Lycos)
are a big risk. Always check for international implications. Many companies have been
confused by a new name that has negative connotations and even obscenity in another
language.
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