TRƯỜNG ĐẠI HỌC NGOẠI NGỮ - TIN HỌC THÀNH PHỐ HỒ CHÍ MINH

KHOA QUAN HỆ QUỐC TẾ

BÀI TIỂU LUẬN

KẾT THÚC HỌC PHẦN HỌC KỲ I
NĂM HỌC 2021 - 2022

MÔN THI: QUẢN TRỊ DỰ ÁN

CHỦ ĐỀ: KẾ HOẠCH PR CHO BERTE PETFOOD

Thành viên nhóm:

1. Họ và tên: Nguyễn Bảo Hân ; MSSV: 18DH700519 ; Lớp: PR1804
2. Họ và tên: Trần Thị Đoan Trang ; MSSV: 18DH700497 ; Lớp: PR1803
3. Họ và tên: Đặng Phương Thảo ; MSSV: 18DH700465 ; Lớp: PR1803
4. Họ và tên: Nguyễn Ngọc Vân Giang ; MSSV: 18DH700447 ; Lớp: PR1803
5. Họ và tên: Nguyễn Lê Anh Khoa ; MSSV: 18DH700549 ; Lớp: PR1804
6. Họ và tên: Nguyễn Thị Phương Huy ; MSSV: 17DH700742

Thành phố Hồ Chí Minh, tháng 1 năm 2022

The table describes information about the group of members, in charge of the
work, and evaluates the group for members on a 10-point scale.
BERTE
petfood
PROJECT MANAGEMENT
* Đây là ấn phẩm giả định, phục vụ cho môn học Quản trị dự án PR
 TABLE OF CONTENT
SUMMARY ................................................................ 1
CONTEXT ................................................................. 3
SCHEDULE & BUDGET ............................................ 4
TARGET DESCRIPTION ............................................ 6
WORK ASSIGNMENT ............................................... 9
RISK MANAGEMENT ............................................... 12
HANDOVER .............................................................. 14
EVALUATION ............................................................ 15
APPENDIX ................................................................. 17
Summary
Title "PR Plan for raising the brand awareness of Berte Pet Food"

Slogan “Be Your Friend Needs, Be Berte Mission”

Location: The project is implemented in Ho Chi Minh city

Duration: The project is implemented within 1 year from

January 1, 2022 to December 31, 2022

Target: The project aims to increase public awareness of the

Berte Pet Food brand.
Create trust for consumers, bring a product that meets
international standards and develop comprehensively for pets.

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summary
Activity: To achieve the goal, we carry out activities including:
Workshop Pet's Day
TVC
Collaborating with Pet's Home
Pop-up store
Talkshow shared by experts
Expect With the implementation of the above 5 activities, we expect the project will
reach one million views, 500,000 shares, increase the number of people
Outcome:
knowing about this brand by 80%, helping to increase sales. up about 70%,
customers using Berte products trust 100%, 60% of customers after trying it
out become loyal customers.

Budget: Estimated cost of the project is 4 billion 620 million, of which implementation
cost is 4 billion 200 million, contingency cost is 420 million.

Implementing
Agencies: The implementation of this project is the PR Department of Berte Petfood
Company

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COntext
We work on this project for the following reasons:
In recent years, the number and quality of pet owners in Vietnam have increased rapidly. Pets today
are 'personified' and become part of the family. That opens up a lot of opportunities for pet products
and services to grow.
BerTe Petfood wants this campaign will contribute to raising brand awareness and encouraging
customers to use fresh pet food. Build customer trust.
Berte Petfood wishes to bring pets complete nutrition made from fresh and safe ingredients.
Comprehensive pet care.
The pet food market in Vietnam is mostly imported from abroad, we aspire to become one of the
companies providing a source of fresh and clean food "Three No - No Preservatives - No Colorants - No
Chemicals" for pets in Vietnam.
Data sources and information related to this project we collected from secondary sources of
information including:
Market information of cat-eating products from Pety.vn
Articles about trends in choosing pet foods from thepet.vn, pety.cn, kenh14.vn
Survey about popular pet products in Ho Chi Minh City
From the above reasons and analysis, we decided it is extremely important to take out this project in
2022 and promote the growth of Berte Petfood. Last but not least, contribute to the development of
the domestic market.

3
 schedule & budget
This project will be conducted within 12 months, from January 2022 to December 31, 2022. In
which, the project's parts include:

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 schedule & budget

The total estimated cost of the project is 4

billion 620 million VND, in which the
implementation cost is 4 billion VND, the
redundancy cost is 420 million VND. These
expenses are allocated to each activity as
follows:

Activity 1: 1,5 billion VND (prices may vary)

Activity 2: 1 billion VND (organize events, need to
invite veterinarians, pet spa services)
Activity 3: 1 billion VND (expected price)
Activity 4: 500 million VND
Activity 5: 200 million VND (20% for 1 product, 1 day
to sell 100 products x 365 days)

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 TARGET DESCRIPTION

The event has 2 main goals:

Raising brand awareness
of Berte Pet Food
Build trust with customers.

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 TARGET DESCRIPTION
To achieve this goal, we have carried out the following activities:

Activity 1: TVC
TVC production activities promote the brand with content about pet meals, featuring cats or
dogs who enjoy eating delicious food, whose owners care about their health and well-being.
nutritional balance for their pet. Reach out to the community of dog owners and animal
lovers. Through this activity, we expect TVC to receive good interaction, brand awareness
reaching over 70%, and the number of people interested in and learning about the brand
about 50,000 people right at the time of broadcasting.

Activity 2: Workshop and exhibition

This activity was held at Crescent Mall, carried out by the Agency. Activities include a variety
of activities for pets. Typically, when using Berte's products, you will receive free advice on a
lifetime diet for your pet. This activity will be attended by KOLs who have pets. Through this
activity we hope to gain the trust of customers for the company. Besides, brand awareness
increased by 60%, revenue increased by 70% and more than 1000 registered members.

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 TARGET DESCRIPTION
Activity 3: Talk Show shared by experts
These activity experts will share and provide in-depth knowledge about pet nutrition. As well
as experience in health care, how to observe nutrition, nutritional balance, and mental
health care for pets. This activity is geared towards pet owners who care about their health.
This activity we hope will gain the trust of customers for the product. The number of
products sold increased rapidly.

Activity 4: Pop-up store

This activity places a pop-up store on Nguyen Hue Street. Pets can use product samples at
the counter. Activities to attract pets to play on the pedestrian street. Through this activity,
the level of brand recognition increased, the products sold achieved revenue, gained the
trust of customers.

Activity 5: Collab with Pets Home

This activity is done in association with Pet's Home, ordering products at Pets Home stores,
providing free consultation and examination by doctors for customers who buy the
company's products. Target all customers who come to Petshome to shop for pet supplies.
Through this activity, we hope to achieve the set revenue each month, the trust of the
customers for the brand as well as the long-term use of the product.

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 WORK ASSIGNMENT
We are employees of the PR Department of Berte Petfood Company, including
members Dang Phuong Thao, Tran Thi Doan Trang, Nguyen Bao Han, Nguyen
Ngoc Van Giang, Nguyen Thi Phuong Huy, Nguyen Le Anh Khoa. We will be the
person implementing the communication plan with specific roles and
responsibilities as follows:

The project leader is Ms. Đặng Phương Thảo:

Task:
- Planning PR project with the team, coordinating the project.
- Tracking project progress
- Report to the BOD

Leader of operation 1: TVC: Ms. Bảo Hân

- Contact with agencies such as: Alien Media, Dentsu Redder Vietnam, etc.
- Receiving proposal, selecting the appropriate agency.
- Attending the meeting, exchanging, providing advertising information to the agency.
- Tracking project progress
- Direct report to Ms.Thảo

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 WORK ASSIGNMENT
Leader of operation 2:Workshop Ms. Đoan Trang
Contacting the Department of Culture, Sports and Tourism HCMC for a permit to hold the workshop.
Survey locations. Contacting locations: Cresent Mall, Aeon Mall.
Working with the team to come up with ideas for the activity.
Writing a program script.
Checking the designs.
Hiring personnel. Leader of operation 3: Talkshow Ms. Vân Giang
Take care of Kols Contact the agency to do the logistics
Direct report to Ms. Thảo Directly on the program script
List of speakers
Media planning
Direct report to Ms. Thảo

Leader of operation 4: Pop-up store: Mr Anh Khoa

Land survey
Perform product preparation steps
Check design, supervise the whole process
Leader of operation 5: Collab Ms. Phương Huy
Personnel recruitment
Contacting PR Department of Pet's Home
Report directly to Ms. Thảo
• Negotiating the price when associated brands
• Keep track of vouchers amount and customer reach
• Direct report to Ms. Thảo

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 WORK ASSIGNMENT: BERTE PETFOOD
Operator: PR Team of Berte Company
Leader: Thao Dang
Target:
Raise brand awareness of Berte
Build customer trust

The operational projects are classified

according to priority including A is
mandatory, B is possible to cut or
reduce, C can cut the project. Prioritizing
this degree is the basis for allocating
project budgets and resources 11
 RISK MANAGEMENT
The implementation project may face many risks, in which we have made plans for the
risks that are likely to occur specifically as follows:

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RISK MANAGEMENT

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 CLOSURE & HANDOVER
The project is expected to end on October 31, after we have implemented all the
activities, as well as basically achieved the objectives, within the allocated budget.

After finishing the project, we will transfer and store back to the company the
following documents and results:
+ All project-related document prints
+ All sources of the TVC and behind the scenes
+ Pictures, banners, posters, vouchers, related to the project
+ PR articles
+ Contracts with related parties: agency, workshop venue, KOLS, Berte Ambassador, Brand
Partners
+ All soft files of the project
+ Copyright of the project's blueprints
+ Right to broadcast viral clip
+ Survey form about brand awareness
+ Residual expenses
+ Confidential information of the project
+ Commitment to confidential information within 3 years from 2021 to 2024 expert critiques

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 EVALUATION
After completing the project, we will evaluate the effectiveness and
success of the project based on the following evaluation criteria:

Based on "Recall":
We will collect information from 5000 target customers and
determine what percentage of them remember the communication
plan we implemented. We expect that over 90% of the people
surveyed will remember our communication plan.

Berte based on "Attitude":

We expect that 80% of customers in the Vietnam market will change
their attitudes and attitudes towards Vietnamese products,
especially Berte Pet Food.

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 EVALUATION
Based on "Behavior":
We will collect information from 5000 target customers and
determine what percentage of them remember the communication
plan we implemented. We expect that over 90% of the people
surveyed will remember our communication plan.

Based on "Awareness":
We expect that 80% of customers in the Vietnam market will change
their attitudes and attitudes towards Vietnamese products,
especially Berte Pet Food.

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 APPENDIX

PR Articles:
BERTE PETFOOD - BỮA ĂN NGON CHO BOSS
SÀNH ĂN!

Berte Petfood luôn tự hào là thương thiệu hàng

đầu mang đến những bữa ăn “tươi ngon” cho
boss cưng nhà bạn. Với đa dạng công thức cùng
thành phần nguyên liệu bảo đảm chất lượng
cung cấp đầy đủ dinh dưỡng cho thú nuôi. Đồng
thời, với đội ngũ chuyên gia dinh dưỡng giàu
kinh nghiệm sẽ đem đến cho bạn lựa chọn yên
tâm và tin tưởng.

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BANNER

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POSTER

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LOGO

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group Love Pet

Đặng Phương Thảo

Trần Thị Đoan Trang

Ngyễn Ngọc Vân Giang

Nguyễn Bảo Hân

Nguyễn Thị Phương Huy

Nguyễn Lê Anh Khoa

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