MINISTRY OF FINANCE

UNIVERSITY OF FINANCE – MARKETING

DEVELOPING INTERGRATED MARKETING COMMUNICATION PLAN FOR

"LDEDICATE" WATCH OF CURNON'S BRAND IN THE FIRST 6 MONTHS OF
2024

INTERGRATED MARKETING COMMUNICATIOS

MAJOR: MANAGER MARKETING

Name: Ngo Ngoc Lam

Class: CLC_21DMA01
Student code: 2121003818

HO CHI MINH CITY, 2023

 MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING

DEVELOPING INTERGRATED MARKETING COMMUNICATION PLAN FOR

"LDEDICATE" WATCH OF CURNON'S BRAND IN THE FIRST 6 MONTHS OF
2024

INTERGRATED MARKETING COMMUNICATIOS

MAJOR: MANAGER MARKETING

Name: Ngo Ngoc Lam

Class: CLC_21DMA01
Student code: 2121003818
Teacher: Nguyen Thi Minh Ngoc

HO CHI MINH CITY, 2023

Table of Contents
Table of Contents .......................................................................................................................................... i
TABLE OF FIGURES ................................................................................................................................. ii
TABLE ......................................................................................................................................................... iii
INSTRUCTOR TESTIMONIALS ............................................................................................................. v
ACKNOWLEDGMENTS .......................................................................................................................... vi
CHAPTER 1: THE COMPANY'S SITUATION ANALYSIS .................................................................1
1.1. A brief introduction to Curnon ............................................................................................................1
1.2. Curnon brand .......................................................................................................................................2
1.3. Products ...............................................................................................................................................3
1.4. Overview of the influence of environmental factors ...........................................................................4
1.4.1. Macro environment ......................................................................................................................4
1.4.2. Microenvironment ........................................................................................................................5
CHAPTER 2: MARKET AND BUSINESS OVERVIEW .......................................................................7
2.1. Market analysis ...................................................................................................................................7
2.2. Development potential of watch market in Vietnam...........................................................................7
2.3. S.W.O.T ..............................................................................................................................................8
2.4. STP ......................................................................................................................................................9
2.4.1. Market segmentation ....................................................................................................................9
2.4.2. Target market ...............................................................................................................................9
2.4.3. Market positioning .......................................................................................................................9
CHAPTER 3: DEVELOPING A COMMUNICATION PLAN FOR LDEDICATE PRODUCTS ....13
3.1. Product launches ...............................................................................................................................13
3.2. Campaign objectives .........................................................................................................................14
3.2.1. Business objectives ....................................................................................................................15
3.2.2. Marketing Objectives .................................................................................................................15
3.2.3. IMC Objectives ..........................................................................................................................15
3.3. Target Audiences...............................................................................................................................15
3.4. Insight................................................................................................................................................16
3.5. Big idea and message ........................................................................................................................16

i
 3.6. Campaign Framing ............................................................................................................................16
3.6.1. Phase 1: 01/01/2024 – 01/04/2024 .............................................................................................17
3.6.2. Phase 2 (02/04/2024 – 30/4/2024)..............................................................................................24
3.6.3. Phase 3 (01/05/2024 – 31/06/2024)............................................................................................32
3.7. Timeline and Budget .........................................................................................................................34
3.7.1. Timeline .....................................................................................................................................34
3.7.2. Budget ........................................................................................................................................34
CHAPTER 4: MEASUREMENT AND EVALUATION .......................................................................36
4.1. Define assessment objectives ............................................................................................................36
4.2. Conduct an audit ...............................................................................................................................36
References: ...................................................................................................................................................37

TABLE OF FIGURES
Figure 1. 1: Curnon ‘s brand ......................................................................................................2
Figure 1. 2: Men’s watches........................................................................................................3
Figure 1. 3: Women’s watches ..................................................................................................3

Figure 2. 1. Positioning ................................................................................................................................12

Figure 3 1: Bộ máy Miyota......................................................................................................13

Figure 3. 1: Cat Linh – Ha Dong Railway Station ......................................................................................18

Figure 3. 2: Advertisement at the staircase ..................................................................................................19
Figure 3. 3: Escalator advertising.................................................................................................................19
Figure 3. 4: WearSocial 2020 study on Internet penetration rate in Vietnam ..............................................20
Figure 3. 5: WeareSocial research on the percentage of social media users by age ..................................21
Figure 3. 6: Curnon’s Facebook ...................................................................................................................22
Figure 3. 7: WeareSocial 2020 study on social media usage rates .............................................................22
Figure 3. 8: WeareSocial 2020 research on new brand search information channels ................................23
Figure 3. 9: Khoai Lang Thang ....................................................................................................................27
Figure 3. 10: “STELLA SILVER” ...............................................................................................................31
Figure 3. 11: “ STELLA GUNMETAL” .....................................................................................................32

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TABLE
Table 2. 1: S.W.O.T ...................................................................................................................8
Table 2. 2: Direct competitor ...................................................................................................11

Table 3. 1. Target Audiences ...................................................................................................15

Table 3. 2: Campaigne Framing .............................................................................................. 17
Table 3. 3: Cost Owned Media ................................................................................................ 18
Table 3. 4: O.O.H cost .............................................................................................................20
Table 3. 5: Facebook ad planning board .................................................................................24
Table 3. 6: Influencers .............................................................................................................25
Table 3. 7: Activity plan sheet .................................................................................................26
Table 3. 8: Booking Cost .........................................................................................................27
Table 3. 9: Activity plan sheet .................................................................................................28
Table 3. 10: Cost ......................................................................................................................29
Table 3. 11: Specific time table ............................................................................................... 30
Table 3. 12: Cost ......................................................................................................................30
Table 3. 13: Cost ......................................................................................................................31
Table 3. 14: Cost ......................................................................................................................32
Table 3. 15: Cost ......................................................................................................................33
Table 3. 16: Budget .................................................................................................................35

iii
CHECK PLAGIARISM

iv
 INSTRUCTOR TESTIMONIALS
Student's first and last name ...................................................... Student’s code...............................

Numerical score Faculty signature

( Score in letters) (Full name of lecturer)

v
 ACKNOWLEDGMENTS

In the process of working on the last essay, I encountered many difficulties but with the help,
guidance and encouragement from the school, the Marketing faculty, especially the instructor
Ms. Nguyen Thi Minh Ngoc, I completed the topic on time

First of all, I would like to express my deep and sincere thanks to the instructor – Ms. Nguyen
Thi Minh Ngoc who wholeheartedly guided, taught and gave me valuable comments and
suggestions, to edit, and complete the report

I would like to thank the Marketing Department of University of Finance and Marketing for
facilitating me to successfully complete the report

Because this is the first time to be implemented, limited in experience and qualifications, the
report is still lacking, I hope to receive more comments so that the topic is further improved
and has practical meaning.

Thank you very much!

Student

Ngô Ngọc Lam

vi
 CHAPTER 1: THE COMPANY'S SITUATION ANALYSIS
1.1. A brief introduction to Curnon
History of establishment and development
• 2016: Nguyen Quang Thai together with Trinh Anh Duc and Dinh Quang Huy
founded and introduced his first watch brand – Curnon Watch.
• Although newly established in 2016, in December 2017, Curnon officially launched
the market with Vietnamese watches. Curnon quickly attracted attention from the
public thanks to its beautiful design and quality no less than international brands, but
at a price suitable for young Vietnamese.
• In 2018, Curnon Watch grew and became more popular after successfully raising
money on Shark Tank season 2
• In 2019, Curnon has become a familiar name in the watch and accessories market in
Vietnam. Currently, Curnon has 5 stores (3 stores in Hanoi and 2 stores in Ho Chi
Minh City), as well as a distribution system with high traffic and purchases.
• In 2020, the milestone of 50,000 customers trusted and owned Curnon products
Mission
Providing Vietnamese consumers with high-quality watches, modern and stylish
designs, with outstanding value, inspiring spiritual symbols so that they can express
themselves, confidently discover their potentials and values
Motto
With the motto "Start with customers, end with customers", each Curnon product is
researched based on the needs that customers want, designed with the enthusiastic heart,
desire and creativity of the young Vietnamese team. Curnon insists that we can grow our
products to the world
Core Values
They believe that the best way to convey the "WHY NOT?" message must first start with
Curnon's own team.
Start and end with customers: With the spirit of warriors, Curnon fights with himself every
day to bring the most "WOW" experience to young Vietnamese.
Dare to think, dare to do: With the desire to become your companion, we believe that we
must have the courage to overcome challenges, dare to think, dare to lead and be different.
Inspiring: The future for us is world-class products, the young generation of Vietnam full of
confidence to pursue their passion, "WHY NOT?" becomes the philosophy of everyone.

1
1.2. Curnon brand

Figure1.1.1:
Figure Curnon’s‘sbrand
1: Curnon brand

Curnon is Latin for "WHY NOT?"

1. W – Wow
2. H - Humor
3. Y - Support
4. N - Principle
5. Oh - Bombing
6. T - be honest
Born based on inspiration taken from the spirit of dare to think, dare to do, not afraid
of difficulties and ready to commit of youth. Instead of asking "WHY?" every time you
encounter obstacles, boldly say "WHY NOT?" to meet the challenge. With the slogan "WHY
NOT?" - Why not?, Curnon has been constantly exploring and creating new and better
designs, thereby conveying to young Vietnamese the spirit of not being afraid of difficulties,
knowing how to accept failure to gain experience and success for themselves. Curnon is
known as a high-end watch brand in Vietnam built by enthusiastic and passionate young
people. In the process of formation and development, the business has constantly changed to
catch up with fashion trends and modern styles. Not only stopping at the initial successes, the
Vietnamese watch brand Curnon is making spectacular changes to become the leading unit in
the jewelry watch market in the country.

2
1.3. Products
Men's watches: Kashmir, Weimar, Colosseum, Jackson, Detroit, Futura, White sands

Figure 1. 2: Men’s watches

Women's watches: Melissani, Moraine, Hamilton, Santorini, Beverly

Figure 1. 3: Women’s watches

3
1.4. Overview of the influence of environmental factors
1.4.1. Macro environment
Politics
The stable political situation and legal transparency are a great advantage for Curnon in doing
business in Vietnam
Economy
Vietnam's economy is on the verge of strong development, with an average GDP growth rate
of 7% per year in recent years. This creates an abundant source of income for the people,
which in turn boosts consumer demand, including the demand for watches.
Society
Vietnam is a densely populated country of 97 million people, which is an attractive market
for all businesses.
According to the General Statistics Office (Ministry of Planning and Investment), in the
period 2011-2019, the middle class in Vietnam has experienced a significant increase, from
7.8% of the population in 2011 (equivalent to more than 6.8 million people) to 20.2% in 2019
(equivalent to 19.5 million people).
At such a rate, by 2026 the number of people in Vietnam's middle class will reach 26%.
Opportunity: With the exponential growth rate with the middle class, people will have a
greater need to care about appearances. The watch will be a product that people are interested
in when they need to be present.
Technology
Technology is an extremely important meaning and if your business is at the forefront of
technology, it will definitely be the leader in the market. Fast and sustainable development
based mainly on science and technology, innovation and digital transformation.
The IT industry, Electronics and telecommunications will be the bridge of innovation, which
requires businesses to renew their thinking and actions, proactively seize promptly,
effectively take advantage of the opportunities of the Fourth Industrial Revolution associated
with the process of international integration to restructure the economy, Business
development
Industrial Revolution 4.0 leads to the technological development of artificial intelligence, e-
commerce, social media platforms or technology. The widespread use of e-commerce
platforms and social media provides an opportunity to increase brand awareness, reach more
customers, and increase positive brand awareness. Fintech now makes it quick and easy for
customers to pay with any purchase or even receive promotions or cashbacks.
4
1.4.2. Microenvironment
Customer
Vietnamese people often prefer cheap products, with a watch product is similar. Curnon's
products have a mid-range price, suitable for the target customers Curnon focuses on.
Besides, according to Curnon's reports, Curnon's new products are almost out of stock when
launched, Curnon has implemented restock campaigns for those product lines.
This demonstrates that Curnon has a loyal customer base and quality products with an
inspiring spiritual symbol, to motivate the young generation of Vietnam to constantly move
forward. Overall, customer strength in the Curnon brand is average.
Competitors
Currently, Vietnamese watch brands are quite few, almost nonexistent. Compared to the
customers that Curnon targets, there are only 3 direct competitors with Curnon: Dyoss,
Viwat, Daniel Wellington.
Dyoss
The watch company is famous in Vietnam for allowing customers to customize their watches
to their liking.
Price range: 3.000.000 VND
Viwat
Offering customers watches designed according to famous landmarks of Vietnam
Price range: 1.000.000 – 2.000.000 VND
Daniel Wellington
A brand from Europe with a minimalist watch design style
Price range: 3.000.000 – 7.000.000 VND
Pressure from the product
Life is developing, people are more and more aware of maintaining health and fitness by
regular exercise and nutritional supplements. This affects the need to monitor exercise results,
nutrition, especially pay attention to important indicators of health such as heart rate, blood
pressure, simple movement reminder solutions such as walking, jogging, counting steps,
calories consumed, Remind to be physically active during the day, week ...
From the above fact as well as comparing the business data of brands, Smart Watch and Fit
Watch lines are very popular. These products are gradually replacing classic hand watches.

5
These alternative products are currently meeting the needs of today's customers when there
are many functions to help customers monitor their health

6
 CHAPTER 2: MARKET AND BUSINESS OVERVIEW
2.1. Market analysis
Vietnam's watch market has been growing strongly in recent years, with an average growth
rate of about 10% per year. Vietnam's economy is also experiencing stable growth and
people's incomes have also improved significantly, enabling consumers to have more money
to buy high-end products, including watches. Vietnam's watch market currently has about
10,000 watch shops. According to a report by Euromonitor International, Vietnam's watch
market reached a value of $272 million in 2019, and is expected to reach $350 million by
2023. In addition, the watch appraisal expert has information that of 20,000 watches sent for
appraisal, up to 8,6000 products are counterfeit and counterfeit despite being chosen by
consumers to buy from major stores. Therefore, many people still choose to buy genuine
goods from abroad to ensure quality.
Currently, wristwatches in Vietnam can be divided into two main segments: casual watches
and fashion watches:
• Regular watches: These are products from brands specializing in watches with 2 main
lines: Japan and Switzerland. The target audience of this segment is men, so it is
mainly people who want to use a watch that works well or have a certain
understanding of the product. Product prices in this segment usually range from a few
million to several tens of millions, located in the mid-range and high-end segments,
often dominated by established or reputable retailers.
• Fashion watches: These are products from famous fashion brands in the world but do
not specialize in watches. Most of these products have a highly aesthetic, eye-catching
design with prices ranging from low to mid-range. The target audience of this segment
is usually women, wishing to spend on high-end fashion products. Currently, this is a
segment that attracts large retailers to participate with a variety of models, mainly at
low average prices
2.2. Development potential of watch market in Vietnam
It can be seen that Vietnam's watch market still has a lot of untapped potential. With a large
market size, the growth rate and profit margin of this industry is still a lucrative piece of cake
attracting more and more " big players " to participate
However, due to the large fragmentation as well as the lack of strict management policies,
participating in this market is still a big challenge. Especially the situation of counterfeit
goods, counterfeit onions, poor quality goods is rampant today. Therefore, customer trust for
genuine watches in Vietnam is still not high. In addition, a large part of customers still prefer
to choose cheap products, not too concerned about the brand or quality. Therefore, the

7
 problem of units that want to participate in this field is that it is necessary to affirm the
quality of products and create the trust of customers, the opportunity will be enormous.
2.3. S.W.O.T

SWOT O - Opportunities T - Threats

Curnon O1 – Large market size T1 – Foreign watch brands
O2 – There is no official watch brand of T2 – Counterfeit products
Vietnam.
O3 – High level of social media usage by
customers.

S - Strengths SO Strategies ST Strategies

S1 – The first Made by S1 + O2 – Diversify product models more S1 + T1 – Create outstanding
Vietnam watch brand S2+O1 – Produce more products value for customers
S2 – Quick product S4 + O3 – Find and partner with KOLs and S1+T2 – Spread the brand
launch influencers image in a better way
S3 - Nationwide
distribution system
S4: Network of KOLs
and influencers

W – Weakness WO Strategies WT Strategies

W1 – Focus on W1 + O3 – Develop, sell products on online W2+T1 – Drive breakthroughs
expansion, not quality platforms, e-commerce sites such as Shopee, in products
W2 – Lack of Lazada, ... W3+T1 – Emphasizing the
innovation W2 + O2 – Design more products related to Curnon Spirit
W3 – Young, Vietnam
inexperienced leadership
team

Table 2. 1: S.W.O.T

8
2.4. STP
2.4.1. Market segmentation
There are three criteria that can be used to segment the customer market, namely:
segmentation by income, by geography, and by purchase behavior:
• By income:
o Premium segment: Curnon targets high-income customers who can afford to
pay a large amount of money for a luxury and high-quality watch.
o Mid-range segment: Curnon is aimed at customers with moderate income but
still want to own a stylish, beautiful and worthwhile watch.
• By geography:
o Concentrated in big cities such as Hanoi, Ho Chi Minh City. These are places
where there are high-income customers who are willing to pay for Curnon's
mid- to high-end products
• According to purchase behavior:
o Direct purchase: This is currently the first purchase channel that many
customers can think of, as well as being Curnon's main distribution channel
o Online shopping: is a new, convenient trend, widely developed since the
epidemic season in 2020. This trend is expected to grow even more in the
future, requiring Curnon to invest more in developing this type
2.4.2. Target market
Curnon is aimed at fashion lovers and those wishing to own unique and stylish watch models.
The brand focuses on designing fashionable watches for younger customers who can afford
to spend on high-end designer products.
Curnon also targets customers who have diverse fashion tastes and require uniqueness in
products. Curnon's target market is also young, dynamic people who love personal style and
want to express their ego through owning unique and stylish watches.
2.4.3. Market positioning
2.4.3.1. Direct competitors
Daniel
Trademark Dyoss Viwat Curnon
Wellington
Typical Dyoss Viwat Daniel Wellington Melissani,
product Mystique, Quintessence II, Classis Park, Moraine,
lines Dyoss Blooming Viwat Daniel Wellington Hamilton,
Rosa, Dyoss Quintessence V9, Petite Special Santorini, Beverly,
Gatsby Viwat Edition, Daniel Kashmir, Weimar,
9
 Quintessential Wellington Colosseum,
Circle Quadro Jackson, Detroit,
Futura, White
sands
Price 2.500.000 – 1.000.000 – 3.000.000 – 2.000.000 –
3.500.000 VND 2.000.000 VND 7.000.000 VND 4.000.000 VND
Advantage Beautiful and Unique designs: Minimalist and Luxurious and
diverse design: The Viwat watch elegant design: modern design:
Dyoss is known brand often Daniel Wellington Curnon produces
for its beautiful features unique is famous for his refrigerators with
and diverse and innovative minimalist watch modern,
design, suitable designs, from design, which is sophisticated and
for many geometric cases not picky about luxurious designs,
different styles to small details the wearer and suitable for the
and fashion such as hands, suitable for many interior space and
tastes. bracelets, dials different fashion decoration in the
and unique styles. house.
functions.
High quality:
Dyoss products High product Stable quality:
are often made Good quality: quality: Daniel Curnon guarantees
from high- Viwat watches Wellington product quality
quality materials are made from watches are made with high-quality
such as stainless high quality from quality components and
steel and materials such as materials and materials, ensuring
sapphire glass, stainless steel, exquisitely crafted. the durability and
ensuring the sapphire, genuine The watches are stability of the
durability and leather and others usually made from refrigerator
precision of the to ensure the stainless steel and throughout use.
watches. durability and have a lightweight
precision of the gold plating,
watch. which provides Advanced
Smart features: high durability and technology:
Some product finish. Curnon uses
lines of the Meticulousness advanced
Dyoss Watch and technology to
have smart sophistication: Precision of watch provide smart
features such as This brand often movements: features and

10
 heart rate has Daniel Wellington convenience to
measurement, meticulousness uses Japanese or users, such as
pedometer and and Swiss watch temperature
connection to sophistication in movements, control via mobile
smartphones. the design of manufactured by phones, multi-
every detail, reputable purpose sensors,
from small manufacturers, automatic ice and
Reasonable needles to the ensuring high rapid cooling.
price: Dyoss shapes and styles precision and
Watch offers of watch cases. durability.
products at Energy saving:
relatively Curnon focuses on
competitive, Reasonable Variety of choices: producing
reasonable price: Despite Daniel Wellington environmentally
prices compared their premium offers a wide friendly and
to the quality quality and range of watch energy-efficient
and design of design, the Viwat models in a variety products that
the product. brand still offers of sizes, colours reduce home
their watch and strap types to operating power
models at give customers a costs.
affordable prices, wide range of
helping choices.
customers save
costs.
Table 2. 2: Direct competitor
2.4.3.2. Indirect competitors
Curnon's indirect competitors are other watch brands, which do not have the same customer
and product segments but can serve the same purpose. There are some indirect competitors of
Curnon in Vietnam such as: Smartwatch, Smart Watch
Smartwatches and smart watches are new technology products that can meet consumers'
needs for a stylish, modern watch and has many useful features. This leaves Curnon
competing on design, features, and price to attract customers.
With product prices from mid-range to high-end, Curnon wants to bring users quality
products, unique luxurious designs. The quality is on par with high-end brands, but the urban
price is on par with mid-range brands

11
Figure 2. 1. Positioning

12
 CHAPTER 3: DEVELOPING A COMMUNICATION PLAN FOR LDEDICATE
PRODUCTS
3.1. Product launches
Curnon's LDEDICATE is designed for customers who love sophistication, simplicity and
elegance. A product with a new combination of hand and electronic watches, a simple,
compact and powerful design. Gorgeous polished metal.
PRICE: 2.700.000 VND
Designed by young Vietnamese: The product is designed with the enthusiasm, desire and
creative minds of the main team of young Vietnamese.
Using Japanese technology: The watch movement used belongs to Miyota, a specialized
movement assembled for famous watches in the world with high durability and precision,
beautiful design, compactness. Integrated with diverse features.

Figure 3 1: Bộ máy Miyota

Strap imported from Italy: The urethane strap of the watch has a meticulous square dot
texture to every detail. Sophisticated casting technology has created complexity in the
13
structure when each dot has a different size. The slide lever makes it easy to attach and
remove the strap.
Compact and robust: The watch is shock resistant while the thickness remains minimal
thanks to the application of a metallic shockproof construction. The circuit board structure is
optimized and arranged with high density to make the components thinner. The finished
product is an ultra-slim design that combines a metallic and dial watch with a metal case and
feels comfortably snug on the wrist.
The LDEDICATE is both sleek, sharp and bold with the standard LDEDICATE watch,
which breaks with a metallic-coated octagon based on the original signature design. Forged
from stainless steel with a surface with rounded thin lines, strong moldings for a super stylish
look. The dial is treated by steam deposition, giving it a meticulously designed metallic
appearance that is in keeping with classic metal Dyoung watches. The conventional urethane
bracelet is enhanced by an improvement in the intricate square dot pattern. Choose your own
style in silver, blue, grey or grey and red with the first electronic display from Curnon
Features of the watch
World Time 31 time zones (48 cities + Coordinated Universal Time), daylight saving time
on/off
Timer: Countdown timer Unit of measurement: 1 second Countdown interval: 24 hours
Countdown start time set: 1 second to 24 hours (1-second increment, 1-minute increment, and
1-hour increment)
Lighting: Two leds for watch faces (Ultra-powerful lighting, selectable lighting duration (1.5
seconds or 3 seconds), rear glow), LED backlight for digital display (Ultra-powerful lighting,
selectable lighting duration (1.5 seconds or 3 seconds), glow after)
Fully automated calendar (until 2099) Accuracy: ±15 seconds a month
Stopwatch 1/100th of a second Measuring capacity: 00'00''00~59'59''99 (for the first 60
minutes) 1:00'00~23:59'59 (after 60 minutes) Unit of measurement: 1/100 second (for the
first 60 minutes), 1 second (after 60 minutes) Time has passed, pause, time for the first -
second mail
Hourly alarm/time signal: 5 daily alarm modes, Hourly time signal
Normal current hours: Hand clock: 2 hands (hours, minutes (hands move every 20 seconds)),
1 dial (day) Digital clock: Hours, minutes, seconds, afternoon/evening, month, day.
3.2. Campaign objectives
In the first 6 months of 2024:

14
3.2.1. Business objectives
• 1500 products have been pre-ordered since the communication strategy was launched,
of which 60% are returning customers and 40% are new customers
3.2.2. Marketing Objectives
• Reinforce Curnon's brand image: luxurious, high-quality, affordable products
• Create a Brand Touchpoint to help brands connect and interact more with Target
Audiences
3.2.3. IMC Objectives
• Awareness: Increasing customer awareness to 60%
• Knowledge: Increase customer's knowledge to 40% in Vietnam watch market
• Liking: Increase popularity to 30% in Vietnam watch market
• Preference: Increase customer preference to 20% in Vietnam watch market
3.3. Target Audiences
Potrait A Potrait B
Age 18 – 24 25 – 34
Gender Male
Income 5.000.000 – 10.000.000 10.000.000 – 20.000.000
VND
Geographic Hanoi, Ho Chi Minh City
Psychographic & Behavioral They value self-expression, With more emphasis on
have the ability to choose spending issues, they often
brands/products that suit opt for affordable products
them personally. Easy that offer little more benefit
acceptance of the new brand. than cheap ones. There is
Frequent use of social Vietnamese brand support.
networking sites (Facebook, Frequent use of social
TikTok, Youtube) networking sites ((Facebook,
TikTok, Youtube)
Table 3. 1. Target Audiences
• Group 2: Educators: KOL, Influencers have a certain understanding of the fashion
industry
• Group 3: Media: Social networking platform such as Facebook, Youtube, Instagram,
TikTok
15
3.4. Insight
• Truth: Having high-quality, exquisite watches will be a huge advantage
• Tension: Not being able to afford it financially
• Motivation: The desire to shine and be confident
=> Insight:" I know having high-quality, sophisticated, simple, consistent watches is an
advantage, which can help me shine and have the confidence to pursue my passion. But I
can't afford to buy myself watches from big brands that are famous around the world."
3.5. Big idea and message
Big idea
" LDEDICATE – THE BREAK OF POWERFUL
Through the product launch campaign, save the minds of customers with LDedicate – a
watch line from Curnon, the first brand to come to Vietnam with a breakthrough, thin and
compact design. A minimalist watch with maximum durability
Message
"WHY NOT?"
With products designed with the enthusiasm, desire and creative minds of the main team of
young Vietnamese people, we believe that the spirit of "Why not" will always accompany
and inspire you every day.
The future for us is world-class products, the young generation of Vietnam full of confidence
to pursue their passion, "WHY NOT?" becomes the philosophy of everyone.
3.6. Campaign Framing
PHASE 1: PHASE 2: PHASE 3:
TRIGGER ENGAGE AMPLIFY
TIME 01/01 – 01/04/2024 02/04 – 30/04/2024 01/05 – 31/06/2024
BIG IDEA LDEDICATE – THE BREAK OF POWERFUL

Awareness: 1500 products have Liking: Increase

Increasing customer been pre-ordered popularity to 30% in
awareness to 60% since the Vietnam watch
communication market
OBJECTIVE Knowledge: Increase strategy was
customer's launched, of which Preference: Increase
knowledge to 40% in 60% are returning customer preference
Vietnam watch customers and 40% to 20% in Vietnam

16
 market are new customers watch market
Reinforce Curnon's
brand image:
luxurious, high-
quality, affordable
products
Create a Brand
Touchpoint to help
brands connect and
interact more with
Target Audiences
KEY MESSAGE "WHY NOT?"
Promote upcoming New Product
KEY HOOK Discount
products Launches
Channel
SUPPORTING Public relation, Sale
Advertising Sale Promotion
TACTICS promotion
BUDGET 305.500.000 1.083.662.000 422.500.000
Table 3. 2: Campaigne Framing
3.6.1. Phase 1: 01/01/2024 – 01/04/2024
3.6.1.1. Advertising 01/01 – 01/04/2024
a. Owned Media
Deploy banners and posters at Curnon branches:
• Hanoi Branch:
o 33 Ham Long, Hoan Kiem
o 9 B7 Pham Ngoc Thach, Dong Da
o 173C Kim Ma, Ba Dinh
• Ho Chi Minh City Branch:
o 25 Nguyen Trai, Ben Thanh Ward, District 1
o 348 Le Van Sy Street, Ward 14, District 3

Cost

17
CONTENT UNIT PRICE AMOUNT THANH TIEN (VND)
(VND)
Banner 300.000 5 1.500.000
Poster 500.000 5 2.500.000
TOTAL 4.000.000
Table 3. 3: Cost Owned Media
b. O.O.H
Around the world, on-train advertising has grown immensely, including implementing ads
inside and outside trains and advertising at stations. With diverse forms of deployment,
combined with extremely large commuter traffic, advertising on the train promotes strongly
and effectively, is an effective communication channel to help the Curnon brand spread the
brand image to customers.
The attraction of the Cat Linh Ha Dong ship has been proven in practice. In just the first 2
days of testing, the train welcomed more than 80,000 passengers. Since the train runs on 2
weekends, the number of passengers is considered to have increased dramatically. But on the
following weekday, the number of visitors remained quite stable, only decreasing by about
20-25%. Since then, we have chosen to deploy advertising on the Cat Linh Ha Dong ship,
which will help Curnon get a large number of visitors.

Figure 3. 1: Cat Linh – Ha Dong Railway Station

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We select the following forms of advertising:
• At the walking staircase: Deploy with a banner system, wall poster or a striking ultra-
thin advertising light box.

Figure 3. 2: Advertisement at the staircase

• Advertising on escalators: Decal advertising stickers along the length of moving up

and down of the station with large, prominent sizes, helping to reach a large number of
customers

Figure 3. 3: Escalator advertising

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 Cost
CONTENT UNIT PRICE (VND) TIME INTO MONEY
Advertising rental at 50.000.000/ month 3 months 150.000.000 VND
Cat Linh Ha Dong
staircase
Rent ads on escalators 50.000.000/ month 3 months 150.000.000
Cat Linh Ha Dong
Banner 500.000 500.000
Promotional Deal 1.000.000 1.000.000
TOTAL 301.500.000
Table 3. 4: O.O.H cost
c. Digital advertisement
We choose to hold an LDedicate product launch event for the following reasons:
• Number of Internet users: According to research by Wearsocial and Hootsuite in early
2021, the number of Internet users in Vietnam is 68.72 million people (70.3% of the
population). Moreover, the percentage of Social Media users also accounts for 73.7%
of the total population. This shows the great opportunity of online communication
channels

20

Figure 3. 4: WearSocial 2020 study on Internet penetration rate in Vietnam

• Age of social media use: This study also shows that the age of social media users is
18-24 and 25-34 years old (in Curnon's customer segment) with rates of 12.4% and
16.3% respectively for men.

Figure 3. 5: WeareSocial research on the percentage of social media users by age

• Online buying and selling habits: The fashion and beauty industry ranked 2nd in the
ranking of the most consumer categories on e-commerce channels with $ 1.44 billion.

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FACEBOOK

Figure 3. 6: Curnon’s Facebook

Facebook is a large network of connections with a large number of users. Facebook statistics
2021 are generally as follows: 2.8 billion is the number of monthly active users on Facebook.
1.84 billion – Number of daily active users on Facebook.

Figure 3. 7: WeareSocial 2020 study on social media usage rates

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With the effectiveness of Brand search on social media (62.6%), Facebook was chosen as the
main communication channel of the Campaign and the branding platform of the product.

Figure 3. 8: WeareSocial 2020 research on new brand search information channels

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Facebook ad planning board
FULL. TIME POST TITLE CONTENTS BUDGET TIME
Revealing
LDedicate's
the new 10 days
new product
product
1 01/01 poster – The 10.000.000
Ldedicate –
Break of 01/01–10/01
The Break of
Powerful
Powerful
The pros
customers
Offers when received 19 days
2 11/02 pre-ordering when pre- 38.000.000
products ordering 11/2 – 30/02
Ldedicate
watches
Announcing
the new
product
New Product 9 days
launch date –
Launch
3 22/03 Ldedicate. 18.000.000
Livestream
Guests 22/03 –31/03
Announcement
experience
Wandering
Potato
TOTAL 66.000.000
Table 3. 5: Facebook ad planning board
3.6.2. Phase 2 (02/04/2024 – 30/4/2024)
3.6.2.1. Public relation
a. Influencers (April 2 – April 20, 2024)
• Criteria for choosing Influences:
o Gender: Male
o Age: 24 – 34
o Followers: 10,000 – 100,000 followers on social networking sites (Facebook,
Youtube, TikTok, Instagram)
o Content shared: travel
24
 • Reason: The target audience of the campaign is men aged 18-35, divided into the
following 2 audiences:
o Target 1: Male GenZ, usually between the ages of 18 and 24, they value self-
expression, have the ability to choose brands/products that suit them
personally. Easy acceptance of new brands. Regularly use social networking
sites Facebook, Youtube, TikTok, Instagram).
o Target 2: Male Young Millennials, aged 25-34. At an age when spending needs
to be more focused, they choose affordable products that offer more benefits
than cheap ones. There is Vietnamese brand support. Frequent use of social
networking sites (Facebook, Youtube, TikTok, Instagram).
• Selected influencers:

LƯỢNG CONTENT
FULL. ACCOUNT
FOLLOWERS SHARED
85,559 Fashion, wellness
1 Viet Brown (Nguyen Quoc Viet| and men's self-
Facebook) development

92,800 Fashion and things

2 Kien Pham related to personal
(KIENPHAM|Youtube) life
63,000 Vlogs, lifestyle,
3 Duc Anh Day
(Youtube) reviews

Table 3. 6: Influencers

Activity plan sheet

FULL. Day Activity Publication format

02/04 – 05/04 Contact
04/04 – 15/04 Work, create content
1
Submit 1 Curnon
10/04
watch product to

25
 experience
Sharing about how to
1 video post (German mix with watches,
2 15/04
English Here) reviews about
Curnon watches
4 dishes that will
help men become
attractive
with immediate
1 video post (Viet women (including
3 16/04
Brown)
clock). Share your
experience when
using
Curnon's LDedicate
Choose the right
watch for your outfit.
1 video post (Kien Share your
4 20/04
Pham) experience using
Curnon's LDedicate
watch

Table 3. 7: Activity plan sheet

26
Booking Cost
CONTENT UNIT PRICE INTO MONEY
3 video posts By Viet Nau: 2,500,000 9.000.000
By Kien Pham: 5,000,000
By Duc Anh Day: 1,500,000
3 donated products 2.700.000 8.100.000
TOTAL 17.100.000
Table 3. 8: Booking Cost

b. KOL (02/04 – 30/04/2024)

Khoai Lang Thang is one of the most influential travel
Vloggers on social media today.
Real name: Dinh Vo Hoai Phuong
Year of birth: 1991
Location: Ho Chi Minh City

Figure 3. 9: Khoai Lang Thang

A travel blogger loved by netizens thanks to his handsome appearance, bright smile and
charming humor. With 1.9 million followers on Facebook page, 1.82 million followers on
Youtube and 644.3K followers on Tiktok.
This guy is a great fit for Curnon's target audience. With the desire to discover new things,
experience and especially love the S-shaped land of Vietnam, this guy's Vlogs are almost
sharing about Vietnamese culture and cuisine.

Curnon is a Vietnamese brand, with products designed with the enthusiasm, desire and
creative mind of the main team of young Vietnamese, Curnon always accompanies and
inspires young Vietnamese every day.

27
Activity plan sheet

FULL. Day Activity Publication format

02/04 – 05/04 Contact
04/04 – 15/04 Work, create content
1
Submit 1 Curnon
10/04 watch product to
experience
About Vietnamese
watch brand
- Curnon
Share the experience
of using the product:
2 25/04 1 video post
Felt during use
Table 3. 9: Activity plan sheet (substance
volume,
convenience,
comfortable strap)
Guests at the session
Product launch Share experiences,
livestream interact with the
3 30/04 audience
New LDedicate –
The Break of fake
Powerful

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Cost
CONTENT UNIT PRICE INTO MONEY
1 video post 60.000.000 60.000.000
1 short video about the 10.000.000 10.000.000
product launch date
Participate in the product 70.000.000 70.000.000
launch
1 donated product 2.700.000 2.700.000
TOTAL 142.700.000
Table 3. 10: Cost
3.6.2.2. New Product Launch even online (02/04 – 30/04)
• Product launch name: LDedicate – The Break of Powerful
• Time: 30/04/2024 – 19h30 – 21h00, Livestrwam on Curnon's Facebook Fanpage
• Type of Show: Launch of the new LDedicate, a revolutionary design product
• Venue: CGV Vincom Thu Duc Cinema
• Guest speakers: Influencer – Wandering Potatoes, CEO Curnon
Specific time table
Activity Day Detail Content
Search for a rental
location, brainstorm
02/04 – 26/04
Prepare stage setup ideas,
prepare logistics
29 – 30/04 Stage setup
19h30
Minigame: Share
livestrwam in public
mode, randomly
Product launch 19h30 – 20h
30/04 give 5 friends
livestream
vouchers of 500,000
VND
Live streaming:
20h – 20h45
CEO of Curnon will
29
 give a speech about
the new product, its
outstanding features
Interact with
"Wandering
20h45 – 21h
Potatoes" guests and
ask questions
Table 3. 11: Specific time table
Cost
CONTENT UNIT PRICE INTO MONEY
CGV Cinema Rental 14.862.000 14.862.000
Minigmae: 5 vouchers 500.000 2.500.000
Hire an MC for the livestream 2.000.000 2.000.000
Stage setup 15.000.000 15.000.000
TOTAL 34.362.000
Table 3. 12: Cost
3.6.2.3. Sales Promotion
With a target of 1400 pre-orders and 100 orders in the "New Product Launch Event Online".
Curnon launches the following promotions for these 1500 applications
a. Pre-order program with LDedicate – The Break of Powerful.
Promotion policy for 1400 pre-orders of Curnon
Content:
• Time: 26/04 – 29/04

30
 • The first 400 orders are directly discounted 20% + FREESHIP and come with a gift
"STELLA SILVER" worth VND 254,000

Figure 3. 10: “STELLA SILVER”

• The next 500 orders will receive a direct discount of 15% + FREESHIP and
immediately give a voucher of VND 100,000 for the next order
• The next 500 orders will receive a direct discount of 15% + FREESHIP
Cost
PROGRAM UNIT PRICE (VND) THANH TIEN (VND)
Discount 20% 400 orders 20% x 2,700,000 216.000.000
Freeship 1400 orders 1 inner/suburban shipment: 35.000.000
25,000
Discount 15% 1000 orders 15% x 2,700,000 405.000.000
500 Vouchers 100.000 50.000.000
400 Bundled Gifts 254.000 101.600.000
TOTAL 807.600.000
Table 3. 13: Cost

b. Close the first 100 customers to place an order in the "New Product Launch Event
Online"

31
Promotion policy for 100 customers who order products in the "New Product Launch Event
Online"
Content:
• Time: 19h30 -21h on 30/04/2024
• Get 20% off with a gift "STELLA GUNMETAL" worth VND 254,000

Cost
PROGRAM UNIT PRICE (VND) THANH TIEN (VND)
Discount 20% 100 orders 20% x 2,700,000 54.000.000
Freeship 100 orders 1 inner/suburban shipment: 2.500.000
25,000
100 gifts included 254.000 25.400.000
TOTAL 81.900.000
Table 3. 14: Cost
3.6.3. Phase 3 (01/05/2024 – 31/06/2024)
3.6.3.1. Sale promotion
a. Customers buy directly at the store
Promotion policy for the first 500 male customers who have ever owned Curnon products
(only applicable when buying directly at the store)

Figure 3. 11: “ STELLA GUNMETAL”

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Content:
• Time: 01/05 – 31/06
• The first 500 male customers to purchase LDedicate products will receive a 30%
discount
b. Customers buy online
Promotion policy for 500 male customers who have owned Curnon products
Content
• Time: 01/05 – 31/06
• The first 500 male customers to purchase LDedicate products will receive 10,000+
FREESHIP discounts
Cost

PROGRAM UNIT PRICE (VND) THANH TIEN (VND)

Discount 30% 500 orders 30% x 2,700,000 405.000.000
Freeship 500 orders 1 inner/suburban shipment: 12.500.000
25,000
Discount 10,000 500 orders 10.000 5.000.000
TOTAL 422.500.000
Table 3. 15: Cost

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3.7. Timeline and Budget
3.7.1. Timeline

3.7.2. Budget
START
CONTENT DUE DATE COST
DATE
PHASE 1 01/01/2024 01/04/2024
Owned Media 4.000.000
O.O.H 301.500.000
1 Advertising 01/01 – 01/04/2024
Digital
Advertisement
PHASE 2 02/04/2024 30/4/2024
Influencer 02/04 20/04 17.100.000
KOL 02/04 30/04 142.700.000
Public
2
Relation New Product
Launch Event 02/04 30/04 34.362.000
Online

34
 Reservation
26/04 29/04 807.600.000
offers
Sales Offer to book
3
Promotion now during
30/04 81.900.000
the
Livestream
PHASE 3 01/05/2024 31/06/2024
Direct
Sales purchase
4 01/05 - 31/06 422.500.000
Promotion
Buy online
TOTAL 1.811.662.000
Table 3. 16: Budget

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 CHAPTER 4: MEASUREMENT AND EVALUATION
4.1. Define assessment objectives
After implementing the communication activity plan, the team will monitor, review, measure
progress and compare the results with the specific plan. Thereby, our team will evaluate the
effectiveness of communication quantitatively and qualitatively.

Assess the level of consumer awareness of communication messages, the level of product
awareness, evaluate the impact of communication campaigns on changing perceptions and
buying behavior of target customers.

4.2. Conduct an audit

Quantitatively

Advertising on Curnon Fanpage: evaluate the effectiveness of the article in terms of the
number of people reaching and interacting with the article, the number of clicks on the link.

Influencers and Kols contribute effectively to the promotion process with posts and videos on
personal social networking sites with new views and visits to Curnon's website.

Qualitatively

In the LDedicate – The Break of Powerful campaign, the coverage and spread of the
campaign will be evaluated.

Does the creative and meaningful concept leave a big mark in the hearts of customers and
affirm the quality of the launched product – LDedicate

Choose suitable and effective Influencers and KOLs with a campaign that creates a wide
spread effect.

Successful and impressive launch of the new men's watch line "LDedicate".

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 References:
• https://laodongdongnai.vn/thi-truong-dong-ho-viet-nam-1649123421/
• https://vnetwork.vn/vi/news/thong-ke-tinh-hinh-internet-viet-nam-nam-2021?
• https://blog.leflair.com/dong-ho-viet-nam/
• https://curnonwatch.com/blog/review-curnon-watch
• https://donghoduyanh.com/tu-van-giai-dap/kham-pha-5-cong-nghe-dac-biet-o-dong-
ho-casio-g-shock-n1704.html

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