MINISTRY OF FINANCE

UNIVERSITY OF FINANCE – MARKETING

INTEGRATED MARKETING COMMUNICATION

GROUP REPORT

Faculty: MARKETING
Course Name: Integrated Marketing Communication
Course Code: 2321702049704
Class: CLC_21DMA04

Name Student code

Lê Châu Nhi 2121000346
Ngô Ngọc Hân 2121000359
Phan Ngọc Hà 2121003416
Nguyễn Anh Duy 2121012871
Phạm Thị Thu Hương 2121003419
Huỳnh Đặng Minh Quân 2121012582

Ho Chi Minh City - 2023

 MINISTRY OF FINANCE
UNIVERSITY OF FINANCE - MARKETING

INTEGRATED MARKETING COMMUNICATION

GROUP REPORT

Faculty: MARKETING
Course Name: Integrated Marketing Communication
Course Code: 2321702049704
Class: CLC_21DMA04

Name Student code

Lê Châu Nhi 2121000346
Ngô Ngọc Hân 2121000359
Phan Ngọc Hà 2121003416
Nguyễn Anh Duy 2121012871
Phạm Thị Thu Hương 2121003419
Huỳnh Đặng Minh Quân 2121012582

Ho Chi Minh City – 2023

 LIST OF TABLES
TABLE 1. COMPANY OVERVIEW..................................................................................................1
TABLE 2. SWOT ANALYSIS.........................................................................................................3
TABLE 3. HITACHI’S MAIN COMPETITORS..................................................................................4
TABLE 4. DETAIL TARGET CUSTOMERS DESCRIPTION................................................................7
TABLE 5. PHASE 1 ACTION - ADVERTISING & INTERACTIVE MARKETING.................................9
TABLE 6. PHASE 1 ACTION – SALES PROMOTION & SUPPORT MEDIA.....................................10
TABLE 7. PHASE 2 ACTION – ADVERTISING.............................................................................11
TABLE 8. PHASE 2 ACTION – ADVERTISING & PR...................................................................12
TABLE 9. OOH DETAIL...............................................................................................................H
TABLE 10. ACTION PLAN FOR IMC CAMPAIGN...........................................................................I
TABLE 11. BUDGET DETAIL.........................................................................................................J
TABLE 12. TOTAL BUDGET........................................................................................................K
 LIST OF FIGURES
FIGURE 1. HITACHI LOGO...........................................................................................................1
FIGURE 2 STORYBOARD – SCENE 1,2,3......................................................................................B
FIGURE 3. STORYBOARD – SCENE 4,5,6.....................................................................................C
 TABLE OF CONTENTS
LIST OF TABLES.......................................................................................................
LIST OF FIGURES...................................................................................................
I. MARKET AND BUSINESS OVERVIEW...........................................................
1.1 COMPANY OVERVIEW.....................................................................................................................................1
1.1.1 Hitachi's Key Business Areas..................................................................................................................2
1.1.2 Hitachi Air Purifier.................................................................................................................................2
1.2 AIR PURIFIER MARKET OVERVIEW.................................................................................................................2

II. THE COMPANY’S SITUATION ANALYSIS...................................................

2.1 SWOT ANALYSIS............................................................................................................................................3
2.2 COMPETITORS..................................................................................................................................................4
2.2.1 Direct Competitor...................................................................................................................................4
2.2.2 Industry Competitor................................................................................................................................5

III. OBJECTIVE(S)....................................................................................................
3.1 MARKETING OBJECTIVE:.................................................................................................................................6
3.2 COMMUNICATION OBJECTIVE:........................................................................................................................6

IV. TARGET CUSTOMER........................................................................................

V. IMC PLAN..............................................................................................................
5.1 CREATIVE STRATEGIES:...................................................................................................................................8
5.1.1 Insight:....................................................................................................................................................8
5.1.2 Big Idea:..................................................................................................................................................8
5.1.3 Key message:..........................................................................................................................................8
5.1.4 Sample idea:............................................................................................................................................8
5.2 MEDIA PLAN...................................................................................................................................................9
5.2.1 Phase 1 (1/1/2024 – 31/3/2024)..............................................................................................................9
5.2.2 Phase 2 (1/4/2024 – 30/6/2024)............................................................................................................10

VI. MEASUREMENT & CONTROL.....................................................................

6.1. MEASUREMENT............................................................................................................................................13
6.2 CONTROLS.....................................................................................................................................................13

REFERENCES LIST.................................................................................................
APPENDIX..................................................................................................................
 I. MARKET AND BUSINESS OVERVIEW

1.1 Company Overview

Figure 1. Hitachi Logo

Source: Wikipedia
ARCELIK HITACHI HOME APPLIANCES SALES VIETNAM CO., LTD.
(abbreviated as AHVN) is a business operating in the field of retailing household
electrical appliances under the umbrella of Arçelik and Hitachi conglomerates.
Established on March 5th, 2014, with Mr. Taninaka Eiji as its representative, AHVN has
established a strong and prominent presence in the Vietnamese market. (Bhasin, 2019)
Table 1. Company overview

International Name ARCELIK HITACHI HOME APPLIANCES SALES VIETNAM CO., LTD.

Abbreviation AHVN

Tax ID 0312688166

21st Floor, Bitexco Financial Tower, 2 Hai Trieu Street, Ben Nghe Ward,
Address
District 1, Ho Chi Minh City, Vietnam

Representative Mr. Taninaka Eiji

Phone 84 28 3823 7977

Date of Establishment March 5, 2014

Ho Chi Minh City Tax Department

Managed by

Business Type Limited Liability Company, Non-Foreign Owned

Status Active (Certificate of Business Registration issued)

Source : (Nam., 2023)

AHVN collaborates between two prestigious conglomerates, Arçelik and Hitachi,
renowned for their credibility and quality in manufacturing and retailing household
electronic devices. This alliance yields advantages both in terms of high-quality products
and dedicated customer services within the Vietnamese market. (Room., 2020)
Based at the Bitexco Financial Tower in District 1, Ho Chi Minh City, AHVN has
constructed an efficient distribution and supply system, catering to the increasing demands
of Vietnamese consumers for household appliances and electronic products. Amidst an
active operational environment and obtaining its Business Registration Certificate, AHVN
continues to contribute to the development of the electronics and manufacturing industry
in Vietnam. (Park, 2017)

1.1.1 Hitachi's Key Business Areas

 Information technology and technology services: Hitachi provides information
technology solutions, including cloud computing services, application software,
consulting services and infrastructure management.
 Industry and infrastructure: Hitachi is engaged in providing solutions and
equipment for various industries, including manufacturing, automotive, chemical,
construction and transportation infrastructure.
 Energy: Hitachi operates in the energy sector, including the production and
management of renewable energy, nuclear energy, and energy efficiency solutions.
 Healthcare: The Group provides medical products and solutions, including
medical devices, medical data management systems, and medical-related services.
Throughout its life, Hitachi has demonstrated a focus on developing innovative
technology solutions and meeting the diverse needs of its customers globally.

1.1.2 Hitachi Air Purifier

Arcelik Hitachi Home Appliances Sales Vietnam Co., Ltd. has a product line of air
purifiers designed by Naoto Fukasawa. These products can filter the air for spaces with an
area from 22-25m2 to over 79m2. These products have efficient fine dust collection,
powerful deodorization and inverter control. Some products also have a humidification
mode with 2 modes.
Hitachi also has a new line of air purifiers called "A New Vision of Clean Air"
designed to fit the space. These products have powerful air filtration capacity and long air
filtration range. Hitachi's anti-allergy and anti-microbial HEPA filter can capture 99.97%
of 0.3μm ultrafine particles and 90% of ultrafine particles as small as 0.02μm². This helps
clean the air you breathe by blocking the action of allergens, airborne bacteria, and mold
and deodorizing the air.

1.2 Air Purifier Market Overview

The air purifier market in Vietnam is growing strongly. According to a report by
ResearchAndMarkets ( 2019), the air purifier market in Vietnam reached $ 38.05 million
 in 2019 and is expected to reach $ 160.05 million by 2030. The expected growth in the
market can be attributed to the growing interest in the declining air quality across the
country due to increased construction activity, rapid industrialization and the increasing
number of vehicles. increasing.
Air purifiers are being used more and more to filter pollutants and dust particles present in
the air. Therefore, growing interest in the harmful effects of air pollution on health is
expected to drive domestic demand for air purifiers during the forecast period.
The air purifier market in Vietnam can be classified based on filter type, price segment
and sales channel. In terms of filter type, the market can be classified into prefilter +
HEPA + activated carbon, prefilter + HEPA, HEPA and other types of air purifiers.
Among these, Prefilter + HEPA + activated carbon led the market in 2019 with a share of
45.23% and this segment is expected to continue to dominate until 2030 due to the
purifiers. This has no side effects on human health and provides high air filtration
efficiency with HEPA filters that remove dust as well as dust particles and activated
carbon filters that remove odors.
Leading players in the air purifier market in Vietnam include Sharp Electronics
(Vietnam), Panasonic, Daikin, Hitachi, Samsung, AB Electrolux, .... Air purifier
companies are working on cost-effective technologies to make air purifiers cheaper.

II. THE COMPANY’S SITUATION ANALYSIS

2.1 SWOT Analysis

Table 2. SWOT analysis

Strengths Weaknesses

- Diversified product portfolio and balanced - Over-dependence on external suppliers

revenue streams
- Strategic acquisitions to strengthen market
position.
- Good Focus on sustainability and marketing
- Excellent global presence and top of the mind
recall
- Long-term contracts: In areas like
construction and power the company enters
long-term contracts with vendors and
customers.
- An imbalance between supply and demand
- Excessive overseas growth

Opportunities Threats
 - Rapid technological changes and evolving
- Growth in semiconductor market
industry standards
- Acquisition of smaller brands and global tie-ups
- Natural disasters and prolonged economic
to increase reach
recovery in Japan may adversely affect its
- Increased scope in information technology business.
- Cloud Computing: Hitachi has a significant - Stringent government regulations
presence in cloud technologies, and the market for
- Economic trends: Economies like Europe,
cloud computing is expected to grow profusely
Japan and US are facing economic turbulence,
because of the cost-effectiveness of cloud-based
and this is likely to affect the company which
services.
has its main operations here.

Source: (Bhasin, 2019)

2.2 Competitors
Some of Hitachi’s main competitors in technology sector:

2.2.1 Direct Competitor

In Vietnam, the technology market stands as a fiercely competitive industry, hosting a
multitude of both local and international companies. Among the contenders, Panasonic
and Sharp have introduced diverse product ranges to the Vietnamese market, with
particular attention drawn to their air purifier lines.

Table 3. Hitachi’s Main Competitors

Competitor Blueair Sharp

Product Blueair Classic 290i Sharp KI-L80V-T Humidified

Price 17.000.000 VND 12.900.000 VND

- Both Blueair and Sharp offer a range of models with varying room coverage
capacities.
- Both brands offer a range of designs, from compact models to more sophisticated
Strength
and aesthetically pleasing designs.
- Some models might offer smart features such as Wi-Fi connectivity and mobile app
control, allowing high ability to control.
Weakness - Higher Price Range: Blueair have higher - Noise Levels: Sharp models are louder,
price tag, which make them less especially at higher fan speeds.
accessible to budget-conscious - Complexity: Similar to Panasonic,
consumers. Sharp air purifiers come with advanced
features might make user hard to
 - Filter Replacement Costs: Replacement understand.
filters for Blueair purifiers are more
expensive compared to competitors,
which lead to higher long-term ownership
costs.
Source: Author’s Analysis

2.2.2 Industry Competitor

Brand: Panasonic Vietnam Co., Ltd

Panasonic offers a range of air purifiers with features like HEPA filters and nanoe
technology to improve indoor air quality.

Strength

- Panasonic air purifiers often feature advanced filtration technologies such as HEPA
filters and nanoe technology. Nanoe technology releases nano-sized particles into the air,
which are said to have positive effects on skin and inhibit bacteria and viruses.

- Some Panasonic models might include features like air quality sensors that adjust the
purification level based on detected pollutants, as well as humidity control for certain
models.

Weakness

- Limited Model Availability: Depending on your region, you might find a limited
selection of Panasonic air purifier models available, which could limit your options when
choosing a suitable unit for your needs.

- Complex Features: Some Panasonic models may come with advanced features like
nanoe technology, which might be viewed as a strength by some users, but others might
find these features complex to understand and operate.

Product portfolio

Air purifiers, room air-conditioners, TVs, fixed-phones, digital cameras, video equipment,
home audio equipment, rice cookers, …
 III. OBJECTIVE(S)

3.1 Marketing Objective:

- Increase Sales 20-25% for the whole campaign timeline, achieve significant growth of
150% in Hitachi Air Purifier sales in March 2024
- Increase market share by 2-5% until the end of campaign

3.2 Communication Objective:

- Increase brand awareness & consideration by 20% among both group of target
customers
- Increase traffic to Hitachi website and social media by 30% on average of the whole
campaign

IV. TARGET CUSTOMER

With this campaign, we’ve decided to divide our target customer into 2 main group:
Group 1: Individuals – Single customer
Group 2: Individuals - Family customer
There are several common between these groups including:
 They both belong to luxury group, with high-income, high standard of living, live
in metropolitan in the South of Vietnam.
 They both interested in art, design, especially interior design.
 They love tech innovations and products that help them improve their life-quality.
These also a lot of differences between these two. Customers in group 1 usually younger,
and they have high evolvement in making buy process. They spent more effort on doing
research about the products and brands such as what a lot of video review, compare, on
social media. On the other hand, customers in group 2 don’t have much time and interest
for these activities, they prefer to find some basic information about the product and then
go directly to the sellers/distributors.
These differences can lead to some change in the way we Communication to each group.
For example, with customer in Group 1, their buying process involved a lot with
information on the Internet, so Communication through Social Media channel by booking
product’s review, run ads, will have more affect to them. In the other hand, Sales
Promotion direct at the distributors or Ads in Led screen will have better results.
 Table 4. Detail Target customers description
Main Segmentation
Target customer 1 Target customer 2
Dimension Variables
Customer Characteristics
Geographic Region South of Vietnam
Density Urban such as Ho Chi Minh, Can Tho, Vung Tau, …
Demographic Age 25 – 40 yrs Above 32
Marital Status Single Married with children
Household size Usually, 1 or 2 Above 3
Live Alone; They are committed
Socioeconomi to job & self-improvement They are committed to family &
Personal Life
c job

Income High, Above 30mil VNĐ

Education Good in Tech Average in Tech

Managerial or professional
Occupation Senior or professional
specialty, tech sector
Psychographi
Personality Perfectionist, Self-sufficiency Order, compulsive, discipline
c

They have good taste in art &

They have a "me first, my family
design
first" attitude
They love to design their own
They love to design their own
home
Values home
Have a heightened sense of visual
They care about the health of their
stimulation
family
They interest in product that give
Willing to pay for health services
the superior experiences

Buying Situations
Outlet type In-store Mall; Superstore; Department

Behavior Involvement Comparison, High Effort Medium Effort

Usage Usage rate Heavy user

Source: Author’s Analysis

10
 V. IMC PLAN

5.1 Creative strategies:

5.1.1 Insight:
The luxury customers in metropolitan areas must deal with the big problem of air
pollution, especially indoor air pollution. But they also have deeper requirements,
especially about the aesthetics and style the product brings to their living space. They
want their living space to be a superior or distinguishable place, as an escape from the
clamor and tension of the external environment. They are attracted to products that not
only improve air quality but also blend into and enhance their living space and enhance its
aesthetics.
=> People want an integrated product that can not only improve air quality but also fit and
enhance the lifestyle in their personal space.

5.1.2 Big Idea:

The Hitachi Air Purifier revitalizes spaces, bringing a touch of Japanese essence to your
living areas. It's not just about health; it's a statement of elegance and modern living for its
owners.
The Hitachi air purifier is a seamless fusion of technology and design. It achieves a
harmonious balance between a healthy living space and minimalist, refined design,
evoking an atmosphere of modern luxury.

5.1.3 Key message:

Phase 1: Máy lọc không khí Hitachi, mang hơi thở Nhật đến mọi góc nhỏ.
Phase 2: Hitachi - Khám Phá Sự Hoàn Hảo Trong Tối Giản

5.1.4 Sample idea:

TVC: Experiencing Luxury Living with Hitachi Air Purifier with key message:
“Máy lọc không khí Hitachi, mang hơi thở Nhật đến mọi góc nhỏ.”
This TVC focuses on showing a journey from everyday life to experiencing the beauty of
Japan through the Hitachi air purifier. It explores how people use the air purifier in
different settings: from a simple bedroom to a cozy living room and finally to a Japanese-
style space. This journey represents moving from normal comfort to the refined elegance
of Japan. By using the Hitachi air purifier, it combines advanced technology with the
peacefulness of Japan, creating a clean, pure, and stylish living environment for users.

11
 5.2 Media Plan

5.2.1 Phase 1 (1/1/2024 – 31/3/2024)

Arcelik Hitachi Home Appliances Sales Vietnam had officially come into operation in
5/3/2014. So, March 2024 will be big milestone of 10 years operation in Vietnam, which
is a perfect time to lauch an integrated marketing campaign to celebrate this occation.
In this phase, our focus is to push sales in March of 2024 with a big Sales promotion
campaign follow by. To do so, in the first 2 months of the campaign, we must increase
awareness and consideration of customers about Hitachi air purifier. We choose 3 tools to
do so: Run Advertising (5-15-30s Ads) on Youtube, Booking Review Video (on Youtube)
and Review Blog, Booking OOH (LED screen). Our focus is on the South region, at 3
cities: HCMC, Vung Tau, Can Tho
Table 5. Phase 1 Action - Advertising & Interactive Marketing

Promotion Tools Advertising (Main) Interactive/ Internet Marketing (Main)

Influencer
Media Run Advertising on Youtube Content Marketing
Marketing

Media Vehicles Youtube Ads Youtube Video & Blog Review

- Drive traffic to the website of Hitachi

- Increase product consideration
- Youtube: Video reach at least 50k view
- Increase Leads & Website traffic
Objective after 3 months
- Reach at least 1mil View on the TVC
- Blog: Bounce rate, Engagement, Direct
post on Youtube
Traffic, Reach.

- Hire GreenWay Production to - Booking “TinhTế” to review the

make TVC for this phase with the key Hitachi Air Purifer on both Youtube
message of phase 1 channels and their Blog.

- Work with “Miss Tran Tieu Vi” – - Youtube (Tinh Tế): The content reviews
Brand Ambassador of Hitachi since air purifiers in various segments using a
2018, to make the TVC comparative approach (3 different
purifiers), highlighting the strengths of
- Upload TVC on Youtube and Run each product.
Details
Ads for it.
- Blog (tinhte.vn): review 2 model Air
- Channel to run ads: Tech channels Purifier: EP-PF90J & EP-PF120J; Short
such as “Duy Luân Dễ Thương”, “Vật introduction about Hitachi’s air purifier
Vờ Studio”, … or Design Channel product line.
such as: Design Seed, …
- Tinh Te leave Links that lead to
- Ads type: Outstream; Skippable in- Hitachi’s Website & Hitachi’s distributors
stream; In-feed about the products their had review.
- Time run ads: Mainly on Lunch - Production Time: 1/1-10/1/2024
Other
12
 (11h-1h) & Evening (7h-10h)
Information - Ads will be run 3-4 days/ week
- Duration: 1/2024 – 31/3/2024

Table 6. Phase 1 Action – Sales Promotion & Support Media

Promotion
Sales promotion (Main) Support Media
Tools
Media Premiums & Price-off Digital Out-of-home (DOOH)
Media Hitachi’s Distributors & Social Media
Outdoor & Indoor LED Screen
Vehicles channels
- OTC: 1.000.000/day/location.
- Push Buy intention
Objective - VAC: 900.000/day/location.
- Push sales 20-25% in March (3/2024)
- VAC / OTC: 75%
- Premiums: Offer addition one-year of - Work with Unique Advertising
warranty on all Hitachi Air Purifier, make the agency to book LED Screen
warranty up to 3 years in total - Book LED screen at prime location
Details - Price-off: Offer 10-20 % for all Hitachi air in: HCMC, Vung Tau, Can Tho
purifier line at Distributers - Focus on luxury place such as
- Make post and design on Sony social media Luxury Mall, Apartment, Resident,
channel to inform about the campaign …

- Hitachi’s Distributor: Điện Máy Xanh, - Reach: Mainly Luxury customer

Other Nguyễn Kim, Điện máy Chợ Lớn, Mediamart - Form of Promotion: TVC 10/15s
Information
- Duration: March 2024 - Duration: 1/2 – 31/3/2024

5.2.2 Phase 2 (1/4/2024 – 30/6/2024)

In the upcoming phase, our main goal is to enhance brand recognition and establish
stronger brand preference for Hitachi air purifiers (1/4 - 30/6/2024) using social media.
During the first month of this campaign, our focus was on increasing brand awareness and
stimulating customer interaction with Hitachi air purifiers. To achieve this, we have
strategically selected two main tools to implement: First, we make “Advertising service
contact” with influencer “Giang Oi” to facilitate the dissemination of advertising through
Podcasts. Second, we are planning to hold an exhibition to help customers experience the
product in real space.

Table 7. Phase 2 Action – Advertising

13
Promotion Tools Advertising
Media Influencer Marketing
Media Vehicles Spotify, Apple Podcast
- At least 3 episodes include ads during the contract, mentioning the
message of the campaign in each video.
- Reach at least 100.000 listener/ episode
Objective
- Increase traffic to website of Hitachi 15-20%
- Increase direct searches for the Hitachi air purifier product by 20% within
2 months after commencing the advertising campaign.
- Make a “Service contract” with Influencer “Giang Ơi” to promote for the
air purifier on their Sportify channel.
- Party A would be the influencer, Party B would be Hitachi’s company.
Hitachi’s Marketing team will oversee working will the influencer.
- Party A will monitor daily activities of the campaign & send the 2nd
Details weekly report to Party B. The report includes statistics on the number of ad
appearances, the number of advertisement times, listeners, and other relevant
information that Sportify analytics tools allow.
- Party B will propose solutions to increase the effectiveness of the
campaign. Party A will decide the main content and the time to add the ads.
- Ads contents will be about health and minimalism.
- The influencer will include the ads to her podcast, by using her own voice.
Other Information - Duration: 1/4 - 31/6/2024
- Ads contents will be prepared by the influencer and

14
 Table 8. Phase 2 Action – Advertising & PR

Promotion Tools PR
Media Event
Media Vehicles Offline Exhibition
- Build a strong brand image
Objective - Increase brand preference
- Increase traffic to website of Hitachi
- Work with VIFA to organise a Japanese Style Furniture Exhibition:
"Exploring Perfection in Simplicity"
- VIFA will invite other interior partners and guests.
- The exhibition divided into 4 sections with key word:
White Essence: Sophisticated & Minimalist.
Wooden Warmth: Natural & Coziness
Japanese Harmony: Balance & equilibrium
Details
Simple-ness: Space efficient & Minimalistic
- Hitachi’s air purifier & other products will be used in each section as a part of decoration.
- Guest will also be given a catalog with include Hitachi’ Products inside.
- Hitachi products will also be promoted by the LED screen, Poster on the entrance and
inside of the exhibition
- Set up an area for gift distribution, visitors who fill in the form will receive small gifts &
vouchers.
- Even Name (Vietnamese): Triển lãm Nội thất Phong Cách Nhật Bản: "Khám Phá Sự Hoàn
Hảo Trong Tối Giản"
- Event Name (English): Exhibition of Japanese Style: "Exploring Perfection in Simplicity"
- Preparation 2 month before (1/4/2023-1/6)
- Venue: Saigon Exhibition & Convention Center (SECC)
Other Information
- Duration: 4 days from 26-30/6/2024
- Opening Hours: 09:00 AM - 06:00 PM
- Format: Free, In-Person (Offline)
- 200 voucher, discount 10% for Hitachi’s Air Purifier and other products at any distributors
partner. Available in 1 months (25/6-25/7)

15
 VI. MEASUREMENT & CONTROL

6.1. Measurement
Table 9. KPI & Measurement

KPI Evaluation Tools

1 million View
Youtube ADS Youtube Studio
10.000 Like
500.000 View
KOLs Channel Meta Business Suite
20.000 Reach
Blog 200.000 Reach Meta Business Suite
OTC: 150.000
Indoor Unique Outdoor
OOH VAC: 130.000
Advertising’s Analysis
Outdoor OTC: 1.200.000
Influencers 1 million Reach Podcast, Youtube video
Exhibition 2000 Participant Partner Report

6.2 Controls
We will utilize the following criteria to assess and determine the achievement of our
project: Revenue, customer satisfaction, and brand image.
Revenue Analysis: We will assess revenue performance on a quarterly basis against
targets to understand the sales execution by distributors and the website. This will help us
determine the effectiveness of strategies in each phase and period of the business products
and consider if any adjustments are needed.
Customer Satisfaction: To evaluate customer satisfaction, we will conduct online
surveys on platforms such as the website, Facebook, and YouTube, and gather feedback
through small games or surveys at the point of sale. We will focus on factors like
alignment with local preferences, appeal of promotional programs, customer willingness
to engage, and whether product pricing corresponds with quality. We will also assess the
convenience of distribution channels for customers.
Brand Image: Our goal is to establish the Hitachi brand image as a top choice for health
and sophistication in lifestyle. Through surveys, we will determine if this message truly
resonates with customers. This information will guide us in enhancing communication
efforts to ensure accurate message delivery. This will help us build customer trust in the
brand and create favorable conditions for introducing new products.

16
 REFERENCES LIST
Bhasin, H. (2019). https://www.marketing91.com/swot-analysis-hitachi/. Retrieved from
https://www.marketing91.com/swot-analysis-hitachi/
Kotler, P. T., & Armstrong, G. (2017). Principles of marketing. (P. Higher, Ed.)
Laura, W. (2021, January 4). businesswire.com. Retrieved from Vietnam Air Purifiers
Market, Competition, Forecast & Opportunities, 2011-2019 & 2020-2030:
https://www.businesswire.com/news/home/20210104005325/en/Vietnam-Air-
Purifiers-Market-Competition-Forecast-Opportunities-2011-2019-2020-2030---
ResearchAndMarkets.com
Nam., C. T. (2023, August 28). Masothue. Retrieved from Masothue.com:
https://masothue.com/0312688166-cong-ty-tnhh-arcelik-hitachi-home-appliances-
sales-viet-nam
Park, J. (2017). Advertising and promotion: An integrated marketing communications
perspective (11 ed.). McGraw-Hill Companies.
Room., G. N. (2020). Vietnam $160+ million air purifiers market to 2030 - Impact of
COVID-19 on the industry. Retrieved from ResearchAndMarkets:
https://www.globenewswire.com/en/news-release/2020/12/28/2150788/28124/
en/Vietnam-160-Million-Air-Purifiers-Market-to-2030-Impact-of-COVID-19-on-
the-Industry.html

17
 APPENDIX

STORYBOARD OF TVC

Figure 2 Storyboard – Scene 1,2,3

Scene 1: A young woman wearing an elegant nightwear set enters the bedroom. Next to
the bed is the Hitachi air purifier.
- Soft and Delicate Voiceover: " Chào mừng đến với thế giới của sự hoàn hảo và
tinh tế. Với Hitachi, tôi có một không gian phản ánh những giá trị và nguồn cảm
hứng cuộc sống của riêng mình."
- Image: The opening storyboard presents a minimally designed bedroom with
functional decor.
- Ambience: Simple, practical, and unpretentious.
- Introduction: The girl enters the room with a relaxed attitude.
- Placement of Hitachi Air Purifier: The discreetly positioned Hitachi air purifier
stands close to the bedside.
Scene 2: A family of three in the living room, with the Hitachi air purifier placed near the
sofa.

18
 - Voiceover: " Hitachi mang đến cho bạn một trải nghiệm đẳng cấp mỗi ngày, nơi
mọi khoảnh khắc trở nên tinh tế và đáng nhớ."
- Image: Storyboard portraying a cozy living room, where a family of three engages
in activities.
- Ambience: Warm, familial, and comfortable.
- Placement of Hitachi Air Purifier: The Hitachi air purifier is discreetly placed in
a corner near the sofa.
Scene 3: The moment of touch to activate the air purifier.
- Image: Storyboard with two separate frames, each featuring a different character.
- Ambience: Serene, everyday moments.
• Frame 1: The Girl from Scene 1: The girl gently touches the touch controls of
the air purifier.
• Frame 2: The Mother from the Family in Scene 2: The mother also activates
the air purifier with a touch.
- Common Theme: Both characters' similar touch actions emphasize the user-
friendly interface.
- Activating the Air Filtration: The air purifier starts functioning, indicating
successful activation. Lastly, the two frames converge into one.

Figure 3. Storyboard – Scene 4,5,6

19
Scene 4: Showcasing the optimal features and advanced technology of the Hitachi air
purifier. Presenting its air-cleaning performance, energy-saving capability, and elegant
design.
- Imange: Isolate the air purifier in the frame, showcasing its features.
- Demonstrating Air Cleaning Performance: Advanced air filtration process of
the air purifier is showcased, with particles being captured and removed.
- Display Text: " Lọc không khí tối ưu."
- Energy-saving Feature: Emphasize the energy-saving capability, illustrating its
efficient operation.
- Display Text: " Sử dụng năng lượng hiệu quả."
- Showcasing Elegant Design: Close-up on the air purifier's intricate and
sophisticated design, highlighting its aesthetic appeal.
- Display Text: " Sang trọng và Đẳng cấp."
- Final Frame: Image: The air purifier reappears in both initial room settings.
Scene 5: The room transforms into a Japanese-style space, with the actors experiencing
the vitality and freshness of the Japanese environment.
- Image: The bedroom undergoes a transformation, transporting viewers into a
distinctly Japanese space.
- Ambience: Alluring, serene, and captivating.
- Elevated Setting: the room's design evolves into a refined Japanese oasis.
Actors Step In: The actors don sophisticated attire in the transformed space,
embracing the newfound vibrancy.
- Overlay Text: " Đắm chìm trong tinh hoa Nhật Bản."
- Vivid Experience: the actors look around in wonder, experiencing the vitality of
Japan in this space.
Serenity and Sophistication: The actors engage in tranquil activities, symbolizing the
beauty of Japanese life.
- Overlay Text: " Sự tối giản và tinh tế."
Scene 6: Miss Tieu Vy stands elegantly next to the Hitachi air purifier. The key message
is conveyed: "Discover a world of sophistication and well-being with the Hitachi air
purifier, bringing the breath of Japan to every corner."

20
 REQUIREMENTS FOR “Tinh Te” REVIEW
Introduction:
The Hitachi air purifier not only brings clean air to your home but also elevates your
living space with modernity, elegance, and sophistication. It strikingly demonstrates the
art of harmonizing health-centric elements with aesthetic beauty, creating a truly perfect
living environment.
Benefits of Hitachi purifier:
• Hailing from NB, Hitachi offers a variety of contemporary models, rectangular
designs, and predominant colors of black, white, and champagne, enhancing living
spaces with a sense of elegance and sophistication.
• Its compact size, with a height of 58.4cm, maximizes space efficiency without
compromising effectiveness.
• Equipped with multi-layered HEPA filters, the Hitachi air purifier eradicates
ultrafine dust particles, mold, and even particles as small as 0.3µm at rated airflow.
• The device features an activated carbon odor filter, effectively removing various
odor-causing agents, and a sensor that detects humidity, dust, and odors.
• It also includes a humidifying filter that enhances air moisture and incorporates a
PM2.5 sensor, capable of filtering particles smaller than 0.1µm.

21
 SAMPLE OF THE EXHIBITION
POSTER:

22
VOUCHER:

23
 Table 10. OOH detail
Futher Information
Location’s Working Estimated
City Location’s Address No. Of LCD Size Reach Frequency
Type Time Cost1
W x H (m2) (per Week) (spots/day)
(Am-Pm) (VNĐ/month)
OTC2: 140.000
SC Vivo City, District 7 Shopping mall 2 Indoor LED 8.16x2.16= 17.63 m2 6-22 150 216,000,000
VAC3: 110.000
OTC: 192.780
Crescent Mall, District 7 Shopping mall 4 LED 2x4= 8 m2 9-21:30 120 210,000,000
VAC: 131.089
Loyal Building, Võ Thị OTC: 55.517
HCM Building 2 LED 2x4= 8 m2 7-12 60 80.000.000
Sáu, District 3 VAC: 37.751
Saigon Pearl – Topaz 1A, OTC: 45.983
Apartment 2 LED 3x4= 12 m2 7-19 120 120.000.000
Bình Thạnh VAC: 31.269
OTC: 256.560
Saigon Riverside, District 1 Building 11 Small LED 2x2= 4 m2 7-19 220.000.000
VAC: 176.498
Vung Tau Three-way
Vung Tau Building 1 Billboard LED 12x6= 72 m2 6-9 & 16-21 OTC: 1.150,000 120 230,000,000
crossroads , Biên Hòa City
Vincom Plaza Hùng
Shopping Mall 1 Billboard LED 19x7.5= 142.5 m2 6-22 OTC: 170.000 120 132,000,000
Can Tho Vương, Ninh Kiều
Rest Area Cần Thơ Bridge Building 2 Billboard LED 17x7= 119 m2 15-13 & 6-22 OTC: 1.050.000 120 84,000,000

Source: Data from Unique Outdoor Advertising’s Website

1
The Cost are not the final cost, not included VAT and can be changed by time
2
Opportunity to Contact (OTC): The count of audience in the area that the frame can be viewed from, and where their direction of travel places the frame in their field of
view, free of any obstruction (cac be seen as the equivalent to ‘Viewable Impressions’)
3
Visually Adjusted Contact (VAC): The count of audience in the area that the frame can be viewed from, and has a calculation to determine whether the audience has a
likelihood to see the advertising message (can be seen as the equivalent to “Audience Impressions”)

X
 Table 11. Action Plan for IMC campaign
Action Plan (1/1/2024 – 31/6/2024) Phase 1 Phase 2
Main 1
Action Detail Budget Total Budget Department 2 3 4 5 6
Customer 1-10/1 11-31/1
Group 1 - Book GreenWay Production:
800.000.000 Marketing &
TVC production - Book “Tieu Vi”: 1.000.000.000
2.000.000.000
Outside Firm
- Other: 200.000.000
- Outstream: 300.000.000
Run Ads on Youtube - Skippable in-stream: 3.000.000.000 4.000.000.000 Marketing
- In-feed: 700.000.000
- Youtube Video: 55.000.000 Marketing &
Booking “Tinh Te” - Blog: 15.000.000
70.000.000
Outside Firm
Both - HCMC: 1.692.000.000
Rent LED Screen - Vung Tau: 460.000.000 2.584.000.000 Marketing
- Can Tho: 432.000.000
Group 2 Premiums
- 2 years bonus of full warranty:
200.000.000 Marketing
200.000.000
10-20% price off, not limited number
Price-off of sales
500.000.000 Marketing
Group 1 Contract with “Giang Booking “Giang Oi”: 0.000.000
200.000.000 Marketing
oi” Other cost: 140.000.000
Both - Preparation: 1.000.000.000
- Rent space at SECC: 600.000.000 Marketing &
Exhibition 2.200.000.000
- Operation: 500.000.000 Outside Firm
- Voucher & gift: 100.000.000

Y
 Table 12. Budget Detail

% OF
ACTION BUDGET (VNĐ) TIMELINE
BUDGET

TVC production 2.000.000.000 17 % 1/1-10/1/2024

Run Ads on Youtube 4.000.000.000 34 % 10/1-31/1/2024

PHASE 1 Rent LED Screen 2.584.000.000 22 % 1/2-31/3/2024

(1/1/2024–31/3/2024) Premiums 200.000.000 1,7 % 3/2024

Price-off 500.000.000 4.25 % 3/2024

Booking “Tinh Te” 70.000.000 0.59 % 1/1-31/6/2023

PHASE 2 Contract with “Giang oi” 200.000.000 1.7 % 1/4 – 31/6/2024

(1/4/2024–31/6/2024) Exhibition 2.200.000.000 81,24 % 1/4 – 31/6/2024

Z
 Table 13. Total Budget

Total Budget % Total Budget

Budget Phase 1 9.354.000.000 79.59 %

Budget Phase 2 2.400.000.000 20.41 %

Budget Whole Campaign 11.754.000.000 100 %

AA