imc planning model lý thuyết ví dụ minh họa campaign chính nữ loréal paris

A marketing plan is a written document describing the overall marketing strategyand programme developed for the organization, a particular product line or abrand.For example, to conduct

IMC PLANNING MODEL

Lý thuyết & Ví dụ minh họaCampaign: Chính nữ L'Oréal Paris

NHÓM KELLY

 Review of marketing plan

This is the first step in the IMC planning process

Before developing a promotional program, it is important to understand: Where the company’s (or the brand)

 Its current position is in the market,  Where it intends to go

 How it plans to get there

A marketing plan is a written document describing the overall marketing strategyand programme developed for the organization, a particular product line or abrand.

For example, to conduct media planning, the L'oreal brand reviewed and identifiedthe three biggest challenges the brand was facing in Viet Nam market:

 Firstly, the level of Brand Salience of brands in Vietnam is still low MostVietnamese consumers only know L'Oréal Paris as a brand specializing inmake-up, while the brand is a Mega Brand with many product groups suchas skin care, hair care.

 Second, the brand image is not suitable for the Vietnamese market Thisbrand often appears with the image of an elegant, laid-back Western girl,but it has not yet shown that she has a different personality to attractVietnamese women.

 Third, for a long time, L'Oréal Paris only focused on bringing products toconsumers, but did not focus on building a brand.

 So within that context, L'Oréal Paris needs to change its brand image tobecome closer to the Vietnamese market On the occasion of International

Women's Day 8/3/2021, the media campaign Chính nữ - Vì bạn xứng đáng isdeployed by the brand to accomplish the above goal.

 Analysis of promotional program situation and the communication process

 Promotional Programme Situational Analysis:

A promotional program situational analysis is a comprehensive evaluation of thecurrent marketing environment for a given product or service It assesses thecompetitive landscape, identifies customer needs, and evaluates current and pastpromotional programs to determine their effectiveness in terms of sales andcustomer satisfaction The analysis helps organizations identify opportunities toincrease market share, build customer loyalty, and strengthen their brand.Additionally, it can provide insight into the best promotional strategies to employto reach a desired outcome.

 Analysis of Communication Process:

This stage involves knowing how the company can effectively communicate withconsumers in its target market It involves the communication decision regardingthe use of various sources, messages and channel factors It involves the analysisof effects various types of advertising messages might have on consumers andwhether they are appropriate for the product or brand

An important part of this stage of the promotional planning process is establishingcommunication goals and objectives Communication objectives refer to what thefirm wants to accomplish with its promotional programmes Russel Colley hasidentified 52 possible advertising objectives

The communication objectives may include creating awareness or knowledgeabout a product and its attributes or benefits, creating an image or developingfavorable attitudes, preferences or purchase intentions.

At this stage, the budget is often tentative It may not be finalized until specificpromotional mix strategies are developed.

 Develop integrated marketing communications programs

Integrated Marketing Communications (IMC) is a strategic, collaborative, andpromotional marketing function where a targeted audience receives consistent andpersuasive brand messaging through various marketing channels in an integratedway to move buyers through the decision-making process IMC includes thesetools: advertising, direct marketing, digital marketing, sales promotion, PR, andpersonal selling.

In L'oreal campaign, they use: Advertising: TVC

 direct marketing: content on fanpage

 Digital marketing: website, social media (fanpage Facebook, Youtube ) Sales promotion: on e-commerce (Shopee, Lazada…)

 PR: on e-magazine

 Advertising

Advertisement is one of the most productive methods of all time Firstly,advertisements help with brand promotion Secondly, it allows businesses to attaina wider audience within the least possible time frame Also, advertisements innewspapers, television, etc help the brand to gain trust from the people Besidesthat, it motivates them to purchase again and remain faithful to the brand In conclusion, advertisements are the most cost-effective way to reach largenumbers of customers And also help to build brand equity by influencingconsumers’ perceptions Moreover, through ads, marketers need to ensure that theright messages reach the right customers at the right time.

 Advertising objectives

Effective advertising starts with the same foundational components as any otherIMC campaign: identifying the target audience and the objectives for thecampaign.

For example, L'oreal's main advertising objectives in this campaign are:Increase Brand Awareness and Brand Love of L'Oreal Paris Vietnam in the mindsof Vietnamese women, improve the level of Brand Salience, and help brand imagebecome closer to Vietnamese women.

Accordingly, the KPIs are set as follows: Spontaneous awareness: increased by 2 points Attribute 'Women empower': increase by 2 points Advertising strategy

The next step is to develop a creative strategy for developing compelling

advertising The creative strategy has three primary components: the message, themedia strategy and tactics.

And from the advertising goal, the brand has analyzed the customer's Insight asfollows: Until now, women still face many cultural barriers or old prejudices ofsociety such as "Women do not need to be talented, too successful or superior tomen, just having a stable husband and family is enough." They inadvertently makethem not confident in pursuing their passions, expressing their own personality oropinions, and especially not daring to become the main character of their life.And as a beauty brand for women, L'Oréal Paris realizes that it is necessary tochange the perspective and thinking of the target audience about the role ofwomen.

Specifically, the brand gives a new definition of women called “Chính nữ” Itsmeaning is "Not a side character in anyone's story You are the main character inyour story" And this is also the message that the brand wants to conveythroughout the campaign's activities.

 Advertising message & media strategy & tactics

The advertising message comes from: what message elements should theadvertising convey to consumers? What should the key message be? What is thecall to action? How should the brand promise be manifested in the ad? How will itposition and differentiate the offering? With advertising, it’s important toremember that the ad can communicate the message not only with words but alsopotentially with brand images, brand sound, brand tone, and brand style.The media plan is a document that outlines the strategy and approach for anadvertising campaign A standard media plan consists of four stages:

 Stating media objectives (normally started with 3 dimension: reach, frequencyand continuity)

 Evaluating media: considering each type of media available to a marketer andthe inherent strengths and weaknesses associated with each media

 Selecting and implementing media choices  Determining the media budget

And lastly it is determining the advertising tactics These are actions and strategiesto effectively promote a product or service, while helping them to achieve thespecific goals outlined above.

For example, in this campaign, the advertising message that L'oreal wants toconvey to users is: "Chính nữ - Vì bạn xứng đáng", with the meaning:“Vietnamese women deserve better, be free to choose how Live life, voice youropinion and follow your passion In particular, they do not play a supporting rolein anyone's story, but the main character in their own story”.

Art direction: L'Oréal Paris chose 'Step into the light' as the art direction for theentire campaign activities Specifically, the image of light and shadow is ametaphor for a woman coming out of darkness to become the main character inher own story.

Brand color: The main colors chosen for the whole campaign are red and black,representing darkness and light, and are also the main color of the brand.

Key visual of all activities in the campaign follows the above orientation In

particular, to create a highlight for the main female, the brand also designed itsown logo for this definition.

Regarding the media plan, L’oreal has determined that the campaign will beimplemented in March 2021 with three main phases:

 Stage 1: Triggering curiosity

This is the talkability building phase for the definition of “Chính nữ” in thespirit of "where women are, the brand will introduce this definition there".Specifically, L'Oréal Paris promotes on many channels such as OOH, paidmedia (Kenh14, Afamily, Cinema newspaper, Women's newspaper ), socialmedia These activities also have the effect of attracting customers attention,creating curiosity of the target audience about this new definition.

 Direct marketing

Direct marketing consists of any marketing that relies on direct communication ordistribution to individual consumers, rather than through a third party such as massmedia Mail, email, social media, and texting campaigns are among the deliverysystems used It is called direct marketing because it generally eliminates themiddleman, such as advertising media.

 The contents of the fan page:

Taking advantage of the fan page with 600,000 followers, L'Oreal Parislaunched many contents to promote the campaign

To increase users' attention and interaction with the campaign, the brandorganizes two mini games.

In particular, community fan pages with a large amount of follow-up andinteraction such as Welax, Life Agency, Deadline during the day, Pho alsoshared contents related to the campaign

(L’Oreal deepened the conversation on social media with influencer platforms,social communities The stories were displayed on multiple platforms to suit newmobile behavior L’Oreal was the first in the market to use mobile and social toturn huge social attention into sales The campaign was diversified in placementsfrom top funnel to low funnel with conversion).

 Direct - Marketing objectives

Direct marketing pursues two main objectives:

1. Obtain more potential clients, who may be partners or sponsors, andcontribute to the development of the organization.

2. Build customer loyalty, get a consumer to repeat the purchase of a productor maintain its permanent purchase.

In addition, direct marketing not only attracts new customers, but also providesrelevant information about a product: its benefits, features, any promotion or offer,and shipping conditions.

In this way, from direct contact with customers, companies can improve theirproducts and satisfy the consumer.

The “Chính Nữ” Campaign has 2 main objectives:

 Marketing Objectives: Improving Brand Salience levels, helping the brand

image become closer to Vietnamese women.

 Media Target: Increase brand awareness (Brand Awareness) and L'oreal

Paris Vietnam's Brand Love in the minds of Vietnamese women.Accordingly, KPIs are set as follows:

 Spontaneous awareness: up +2 points 'Women Empower' property: up +2 points

 Direct - marketing strategySocial

The contents of the fan page:

Taking advantage of the fan page with 600,000 followers, L'Oreal Paris launchedmany contents to promote the campaign

To increase users' attention and interaction with the campaign, the brand organizestwo mini games.

In particular, community fan pages with a large amount of follow-up andinteraction such as Welax, Life Agency, Deadline during the day, Pho also sharedcontents related to the campaign

Digital Media

The brand has advertising banners that introduce the definition of Women in manymajor news and newspapers, receiving a lot of attention from women such asKenh14, Afamily, Women, Movies, Stars to contribute to the spread of thecampaign.

 Direct - marketing message & media strategy & tactics

Direct messaging marketing is a subset of direct marketing that uses SMSmarketing, web messaging and social media messaging to reach a precise personor group of people with a specific message

As a brand that stands for empowering women’s worth, L’Oréal believes thatevery woman should have the right to have their own value & believe in their ownsense of self-worth L’Oréal Paris has challenged local cultural barrier by creatingthe change right at the common word they are called "women" - "Phụ Nữ" the twowords combined gives the meaning of "supporting - female" L'Oreal introducesthe new definition "Chính Nữ" - "key female", encouraging women to be the maincharacter in their life story This new term is not only a new way to call womenbut also redefine the meaning of being a woman

The media plan is a document that outlines the strategy and approach for anadvertising campaign A standard media plan consists of four stages:

 Stating media objectives (normally started with 3 dimension: reach, frequencyand continuity).

 Evaluating media: considering each type of media available to a marketer andthe inherent strengths and weaknesses associated with each media.

 Selecting and implementing media choices. Determining the media budget.

 Digital/Internet marketing

Digital marketing is the component of marketing that uses the Internet and online

based digital technologies such as desktop computers, mobile phones and otherdigital media and platforms to promote products and services.

For example:

+ The campaign “Chính nữ” is promoted on many social networking sites such

as Facebook, Youtube

Youtube

+ Activities of influencers

+ The brand has placed advertising banners introducing the definition of the

female protagonist in many major news sites and newspapers, which are ofgreat interest to women such as Kenh14, Afamily, Phụ nữ, Điện ảnh, Ngôisao to help spread the word campaign.

+ AR Challenge

 Internet marketing objectives

 Objective #1: Increase revenue

The primary goal of any marketing strategy is ultimately to increase revenue, andInternet marketing is no exception.

 Objective #2: Build a brand

Internet marketing objectives often include building a brand Because well-knownbrands are more likely to be trusted by customers, especially when paired withpositive associations The internet is a great tool for building that trust, because ithas wide reach and allows businesses to connect directly with individuals, createand post with a more personal feel.

 Objective #3: Improve local SEO

This means optimizing various elements on their sites in order to attract localcustomers who are looking for the services they provide.

While the number of searches includes both industry and town or city, if users aresearching for businesses where you are, there's a good chance they'll be ready togo to your physical location Therefore, most businesses focus on improving localSEO.

 Objective #4: Increase qualified traffic

Every business owner wants to see numbers rise in terms of visitors to their siteand landing pages However, those numbers are meaningless if they aren’t theright kinds of traffic.