RMIT Classification: Trusted

Communication Strategy & Planning Brief

THIEN LONG
Project
Summary The brand

• Pen is a traditional product range of our brand, accounting for more than 65% of the
domestic market share. Over the years, the pen range has always shown its role as a key
product group, creating a foundation in the development process of Thien Long. Thien
Long's pen range is diverse in designs and types, with product lines such as ballpoint pens,
gel pens, ballpoint pens, quill pens... The main materials are imported from Germany and
Switzerland, ensuring stable and best quality for consumers.

Possible Target Customers/Audiences:

Who • Male/Female, 15-35 years old, urban
• Communication content is delivered more and more on televisions, newspapers, OOH,
social media, events and others.
• More stakeholder analysis is needed to identify/ verify key target customers/audiences
and generate public insights in order to drive the brand communication strategy.
What’s needed for strategic marketing/brand communication
What (Job 1/ Increasing the customers’ awareness of a mature, knowledgeable and trustworthy brand
to be image.
done)
2/ Increasing the brand love and sales during the season at the end of school year.

How Deliverables
A Strategic Communication Plan for the four months after 2024 Tet holiday (March 2024 – Jun
2024) that can tackle below points:
1. Stakeholder Analysis including:
• Consumer analysis: their behaviors, need and demand towards the product
• Competitors analysis: opportunities and threats, which aspects that we can own to win
more brand awareness and purchase intention.
• Other key stakeholders to drive the successful communication plan (if available)
2. Brand platforms:
The ‘newness’ or refreshment of features/unique selling points to convince the target
consumers, followed by relevant content angles/directions for communication. Content and
features must be Relevant, Enjoyable, and Actionable.
The proposed platforms and features must be relevant to stationery products.
3. Execution Plan

Budget: USD$800,000
Timeline: 4 months
 RMIT Classification: Trusted

Communication Strategy & Planning Brief

SUNLIGHT
Project
Summary The brand

• By bringing all the nature in a bottle of Sunlight, we always want to bring the customers
the most natural products, making housework easy, so the customers can have more time to
enjoy their life in more complete way. Our product range includes Sunlight Lemon,
Sunlight Matcha, Sunlight Lemon Mint, Sunlight Grapefruit & Cherry, Sunlight Mineral
Salt & Aloe, and Sunlight Lemon Green Tea. Our brand continues to lead the top three
most purchased brands of Unilever in the first six months of 2023 for both urban and rural
areas.

Possible Target customers:

Who • 25-45, Female, Urban and Rural
• Sunlight's main customer segment is clearly defined. The brand focuses on reaching out
to a group of women who want to protect their family’s health and their skin.
• While they are the key target of the campaign, more stakeholder analysis is needed to
identify/ verify key target customers and generate public insights in order to drive the
brand communication strategy.

What (Job What’s needed for strategic brand communication

to be 1/ Increasing the awareness of natural ingredients that are good for health and environment
done) protection.
2/ Convincing consumers to use the products as an inevitable trend of green and healthy living.

Deliverables
How A Strategic Brand Communication for the four months after 2024 Tet holiday (March 2024 –
June 2024) that can tackle below points:
1. Stakeholder Analysis including:
• Customer analysis: their behaviors, need and demand towards the service
• Competitors analysis: opportunities and threats, which aspect that we can own to win
over our competitors
• Other key stakeholders to drive the successful communication plan (if available)
2. Brand platforms:
The ‘newness’ or refreshment of features/unique selling points to convince the target
consumers, followed by relevant content angles/directions for communication. Content and
features must be Relevant, Enjoyable, and Actionable.
The ‘newness’ or refreshment of digital communication platforms. The proposed digital
platforms and features must be relevant to FMCG products.
3. Execution Plan

Budget: USD$800,000
Timeline: 4 months
 RMIT Classification: Trusted

Communication Strategy & Planning Brief

HP (laptop)
The brand:
Project HP is proud to create technology that improves the life of everyone, regardless of individual,
Summary organization or community around the globe. This is what drives and inspires what we do. Our
laptop market share in Vietnam is 13% in 2022. Our new products this year are HP Pavilion
x360 14 inch, HP Elitebook 1040 14 inch G10 Notebook PC with flexible, environmentally
friendly design and many outstanding features.

Possible Target customers:

Who • Male/Female, 18-35 years old and over, Urban and Suburban
• Brand reaches many customer segments, including students, designers, office workers
and businesspeople with the purposes of study, entertainment, work and management.
• More stakeholder analysis is needed to identify/ verify key target customers and
generate public insights in order to drive the brand communication strategy.

What’s needed for strategic brand communication

What (Job 1/ Increasing the customers’ awareness of the brand as the top-of-mind choices for purchases.
to be 2/ Enhancing the brand presence as a symbol of collaborative work, security, sustainability and
done) entertainment.

Deliverables
How A Strategic Brand Communication for the four months after 2024 Tet holiday (March 2024 –
June 2024) that can tackle below points:

1. Stakeholder Analysis including:

• Consumer analysis: their behaviors, need and demand towards the product
• Competitors analysis: opportunities and threats, aspect that we can own to win over our
competitors
• Other key stakeholders to drive the successful communication plan (if available)
2. Brand platforms:
The ‘newness’ or refreshment of features/unique selling points to convince the target
consumers, followed by relevant content angles/directions for communication. Content and
features must be Relevant, Engaging, and Actionable.
The proposed platforms and features must be relevant to technological context and scalable on
digital media platforms in the long term.
3. Execution Plan
Budget: USD$800,000
Timeline: 4 months
RMIT Classification: Trusted