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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.