Lecturer: Cristina Nualart (Group 2)

Name: Lee So Hyun (s3357820)

Phan Truc Anh (s3461747)

Le Kim Anh Thu (s3462684)

Ho Gia Hoang (s3466586)

Ben & Jerry’s Ice Cream

MKTG1294 Intro to Advertising S3, 2013

RMIT electronic submission of work for assessment I declare that in submitting all work for this assessment I have read, understood and

agree to the content and expectations of the Assessment declaration.

Target Audience Geographics: Location: Ho Chi Minh City & Ha Noi

Demographics: Age: 25-34 Income: middle - high

Psychographics: Personality: fun-loving and outgoing Values: innovators & experiencers Lifestyles: affluent and pleasure seeking young adults

Buying Behaviour: Awareness and intentions: unaware of B&J’s brand

Benefit sought: Needs: relax through experience innovative tastes and feel self-esteem by premium ice cream.

Communication & Action objectives

In 4 months of the springtime of 2014:

• 80% of the T.A know that Ben & Jerry’s officially comes to Vietnam;

• 80% of the T.A are aware that B&J’s have unique flavours.

Communication Objectives

Communication & Action objectives

Action Objectives

During 4 months in the springtime of 2014: • To reach 240,000 visits the scoop shops;

• To get 2,000 people joining in Ice Cream day event on

March 15th 2014; • To encourage 3,000 trials B&J’s ice cream in Ice Cream day

event on March 15th 2014; After 4 months of the springtime of 2014: • To get 100,000 likes on Ben & Jerry Vietnam fan page on

Facebook.

Key Message

Ben and Jerry’s bring you unique and innovative flavours

Creative concept and Executions

Big idea: Be A Unique Mix Creative concept: • Ben and Jerry’s ice cream is

innovative as made by unique elements mixed.

• This is like people who are comprised of many things in their appearance, personalities and characteristics.

Creative concept and Executions

Execution: How we want customers to feel?: A fresh, dynamic, young mood and innovative. Description: -Ben & Jerry’s Logo; -Packages; -Two different elements in parallel.

IMC tools

Advertising

Sales promotion

Point of Purchase

Public Relations

IMC tools

IMC tools - Advertising

Print - advertising on newspapers (Tuoi Tre) and magazines

(Tiep Thi Gia Dinh, Cosmopolitan, Heritage);

Online advertising with digital banners on news websites

(VNExpress, Dan Tri) and Facebook;

Out-of-home advertising with digital posters in shopping

malls (Diamond Plaza, Crescent Mall, Vincom Center A, Trang

Tien Plaza, Vincom City Center).

IMC tools - Advertising

IMC tools - Public Relations

Event 1 - Press conference

Date: January 2nd 2014;

Place: New World Hotel;

Activities:

Announcing to launch Ben & Jerry’s

to Vietnam;

Questions & Answers.

IMC tools - Public Relations

Event 2 – B&J’s Ice Cream Day

Date: March 15th 2014;

Place: Crescent Mall;

Activities:

Eating ice cream competition;

Games related to B&J’s ice

cream;

Giving trials;

Celebrity endorsement:

Ho Ngoc Ha, My Tam, Tran Thanh.

IMC tools - Public Relations

Social Media: Facebook fanpage

Updating news and photos;

Informing the events and promotions;

Responding to customers’ questions.

IMC tools – Sales Promotion

Discount: 20% discount on specific

days like Valentine Day, Women’s Day, Liberation and Labor Days, etc;

10% discount for who

checks in Facebook at B&J’s scoop shops in January.

IMC tools – Point of Purchase

• Brochure

• Leaflet

• Menu

• Poster

Media Objectives

To reach 65% of the target audience at least once in January, 2014;

To sustain awareness by reaching 20% of the target audience at

least once a month in the following three months.

Scheduling Pattern

Pulsing pattern:

• “A low level of continuous advertising is accompanied by a

series of advertising burst across the campaign.” (Dix, S 2010)

• “It best fits product categories that are sold year-round but have heavier concentrations of sales at intermittent periods.” (Smith, D 2010)

Scheduling Pattern

‘Be A Unique Mix’ campaign will focus on January and March:

• January : attract brand awareness of the launching of B&J’s in Vietnam;

• March : Increase the brand awareness;

• February and April: maintain the brand awareness.

Budget Allocation

98,000

37,500

10,000 12,000

50,000

25,000 10,000 15,000 5000

0

20,000

40,000

60,000

80,000

100,000

120,000

IMC Tools

Budget Allocation

36%

14% 4% 5%

19%

9%

4% 6%

2%

Budget Allocation By Percentage

Print Advertising

Online Advertising

Out-Of-Home Advertising

Celebrity Endorsement

Event

PR Articles

Social Media

Sales Promotion

Point Of Purchase

Media Flowchart

Media Flowchart

Campaign Evaluation

Brand awareness evaluation: Customer surveys;

Action objectives evaluation:

Count the number of visitors to scoop shops;

Count the number of samples distributed before and after;

Count the number of people attending in the event;

Count the likes on Facebook;

Sales promotion effectiveness evaluation:

Calculate Percentage of sales increases before and after the promotion period.

References

Admicro, ‘Dan Tri – Media Kit’, Admicro, viewed 23 December 2013, < http://in.admicro.vn/uploads/tin-tuc-tong-hop-14/admicro_baogia_cpd_dantri_com_vn_15_11_13_14_11_14.pdf>.

Ben & Jerry’s Ice Cream, n.d., ‘Our Flavors’, Ben & Jerry’s, viewed 6 December 2013, <http://www.benjerry.com/flavors/our-flavors#>.

Ben & Jerry’s, n.d., facebook, <http://www.benjerry.com/flavors/our-flavors#>.

Dix, S 2010, ‘The media plan – scheduling and budgets’, Media Planning in Action, Chapter 11, 2nd edn., Cengage Learning, Australia.

Lua Viet Media, ‘Herritage – Media Kit 2013’, Lua Viet Media, viewed 23 December 2013, < http://luaviet.co/vn/media/2012/09/LUA-VIET-HERITAGE-2013.pdf>.

Lua Viet Media, ‘Tuoi Tre – Media Kit 2013’, Lua Viet Media, viewed 23 December 2013, < http://luaviet.

co/vn/bang-bao-gia-quang-cao-bao-tuoi-tre-ngay-2013.lv>.

Lua Viet Media, ‘VNExpress – Media Kit 2013’, Lua Viet Media, viewed 23 December 2013, < http://luavi

et.co/vn/bang-gia-quang-cao-dang-tin-vnexpress-2013.lv>.

Sun Flower Media, ‘Cosmopolitan – Media Kit 2013’, Sun Flower Media, viewed 23 December 2013, < http://sunflowermedia.com.vn/Quotes/Salekit%202013/COSMO_MediaKitTIeng%20viet_outline.pdf>.

Sun Flower Media, ‘Tiep Thi Gia Dinh – Media Kit 2013’, Sun Flower Media, viewed 23 December 2013, < http://sunflowermedia.com.vn/Quotes/Salekit%202013/TTGD_SaleKit_VN_Print.pdf>.

Sissors, J & Baron, R, ‘Scheduling’, Advertising Media Planning, Chapter 8, 7th edn., McGraw-Hill, US.

Thank you for your listening!