Project : Produce Game Show : We Got Married

MINISTRY OF EDUCATION & TRAINING
HOA SEN UNIVERSITY
FACULTY OF ECONOMICS AND COMMERCE

REPORT
PRODUCT MANAGEMENT

Đien Quan Company
Lecturer: Mr. PHAN MINH TUAN
Class: MK307DE01 - 0200
Group 1

HCMC, 13th Dec 2016


MINISTRY OF EDUCATION & TRAINING
HOA SEN UNIVERSITY
FACULTY OF ECONOMICS AND COMMERCE

REPORT OF PRODUCT MANAGEMENT

ĐIỀN QUÂN COMPANY
Lecturer: Mr. PHAN MINH TUAN
Group members
HCMC, 3th Dec 2017


TASK ASSIGNMENT
Name
Nguyễn Thị Ngọc Tuyết
(Leader)

Nguyễn Ngọc Thảo Thy
Nguyễn Thị Mỹ Linh
Nguyễn Thị Tường Vy
Huỳnh Ngự Tỷ
Bùi Hoàng Bảo Châu
Đặng Ngô Trọng Quân

Assignment

- ATAR model
- The AR Map
-

Intellectual Property Registration
ATAR model
Product innovation Chapter PIC
Overview Dien Quan Media&Entertaiment
Idea formation process
Conclusion of report
Marketing plan
TVC
Marketing plan
Intellectual Property Registration ( IPR)
New product description
Design logo and slogan

Percentag
e
100%
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100%
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Table of Contents


ACKNOWLEDGEMENTS
First of all, we would like to give big thanks to Hoa Sen University and the faculty for giving us
the opportunity and creating favorable conditions for our group to participate in the project and
finish well in during period.
In addition, I would like to express my sincere thanks to the individual who have dedicated their
efforts to support us in the process of implementation and completion project.
Mr. Phan Minh Tuan, who is our instrucdoc in Prodcut Managerment subject. He
inspires us and support all knowledge to completing this report. Futhermore, all
member in group hope that all the material will help us in future.
Finally, we would like to express thanks to all member, who participated in the survey and
completion report.
Sincere thanks!


ABSTRACT ACKNOWLEDGEMENT
During our time at the Hoa Sen University has taught us a lot of practical knowledge to
prepare for a deeper and deeper step in each field. Especially in the process of learning, we
have been approached and cultivated the Product Managerment subject. in other hand, the
school and faculty understand that right now from theories of books and materials, it is
necessary to create conditions for students to get acquainted, researched and applied to reality.

So over the past 13 weeks, our team has had the opportunity to complete and complete the
project.
The topic we carry out to understand, analyze, and research on "Product Managerment ".
Through the process of completing the topic, we would like to affirm that this is the time that
the group feels great meaning and respect. Because we are not only using the theoretical basis
we have learned, and are gaining a lot of useful information through the acquisition, addition
and enrichment of new knowledge from the books. newspapers and other sources.
We felt together and tried together with the guidance and enthusiasm of the Faculty
instructor. We understand that each position is an important link to completing the work, so in
the process of completing each topic, individuals always remind themselves constantly to try
to learn from the experience. documents, from the people ahead, observe, take initiative and
complete the job well.

Our product focus is reality show : "We Got Married" program. We
hope this topic will bring the interest and appeal to readers and
complete the best report.


Chapter I:

Overview ĐIỀN QUÂN Media & Entertainment Company

ĐIỀN QUÂN media & Entertainment is Vietnam’s leading media and entertaiment
content product and distributor. In the other hand, they made programs and content
cover everything from news, economics, technology, culture, documentaries, foods,
movies and special is entertainment.
They are producing and providing a wide variety of content for a variety of channels,
television channels local and international media.

About leadership team:

Name
Nguyen Quoc Toan
Nguyen Phuong
Thach Thi Kim Ngan
Than The Khuong
Ly Minh Phuong Quynh
Ngyen Thi Minh Kha

Partner & Clients

Positon
General Director
Deputy General Director
Deputy General Director
Deputy General Director
Deputy General Director
Deputy General Director


1. Value

- Differentiated service with best quality.
- Always attach importance to creativity , enthusiasm, responsibility, presitge,
solidarity.
These values create the strenght and development for the company, creating absolute
trust from customers and partners.

2. Mission

- Providing comprehensive quality service packages from state-of-the-art

equipment to a young, enthusiastic, dynamic and creative staff that brings the

-

customer’s image to the public pefectly.
Maintaining sustainable business, continuously increasing the benefits to
shareholders, customers and contribute more and more to the community and

-

society.
ĐIỀN QUÂN media company builds a professional working enviroment,
attracts talented people, mobilizes and manages the capital of investors
effectively.

3. Vision
Become a leading manufacturer and distributor of South East Asia's leading media and
entertainment content by 2018.

4. Success
In 2007, ĐIỀN QUÂN Media and Entertaiment has been successful with new
programs such as “ crack them up vietnam, Little but special, funny warrior, sickcom
highkick, king of mask singer,king of food , ect..
Here are the special programs of Dien Quan:
1.1 Crack them up Vietnam
“Crack them up Vietnam”, in Vietnamese is Thach Thuc Danh Hai, is produced by DIEN
QUAN Media&Entertainment.
Reality show is people have to make two comedians laugh. If they succeed they can
recieve with a cash prize.

In.front.of.a.cheering.audience.the.contestants.are.given.one.minute.to.succeed. A.smile.is
enough.

The.two

comedians,

Tran

Thanh.and.TruongGiang.are.very.likable.and.have.a.hard time resisting a good laugh.
The.host.closely.monitors.the.reactions.of.the.comedians. Can they keep.a.straight.face?
If.the.contestants succeed they can choose to.stay.on.the set and keep.on joking.and.in.this
way.earn a.lot more.money for every.minute the.comedians are laughing. Everybody wants
to

have’a

good.time

and’the

comedians.plus;the

live

studio

audience.encourage.the.contestants.to.be.their.best.

1.1 Little but special.
Little.but.Specialis.a.reality.show.that.brings.the.spotlight.on.the.young.talents.in.the.age
of 3 – 7 years old. Chosen.among.the.best.in.all.categories, selected.contestants.from
across the country.will.take.on.the.stag.of.Little of Special to.perform.in front of millions
of audiences. With stunning.performances.on.stage.and.humorous conversations by the
young contestants, Little but Special is certain.to.captur.the.attention.of all.viewers.
Beside that, children.from 3 to 7 years old.can join.the.show. Possess talent.in.singing,
dancing, musical instrument.performance, comedy, stage.musical, magic.tricks, circus
activities, cheerleading… or other.talents.that.can.be.performed in front of the.audiences.
Confident.in.public.speaking.and.presentation.

1.2 King of food.
“The.King.Of.Food.Vietnam”, hosted by The Happy King (acted by famous comedian
Truong Giang) together.with.his.invited.guests, shows.various.kinds.of.Vietnamese.fresh
ingredients that are.used\to.cook.for.various.kinds.of.food, back.in.the.historical.to.modern
times.

2

the.chance

teams

(three.members.per.team)

to.try.the.mouthwatering.food.

have.to.answer.the.quiz.so.they.can.get
In

each.episode,

ingredients.are.introduced\based on the theme including.related.to.healthy.benefits.

these


”King Of Food” season 1.will.bring.more.attractive, new.dishes, the.list.of.dishes.in.season
1 is rich with.nearly.200.dishes, more.than.30.Vietnamese cakes, and nearly.90.artists in
different.fields.paticipate.in.this.program. “King Of Food” season 1.

5. Service

-

Digital and social media marketing
Film&media training.and.education
Providing media, broadcasting.services
Producing TV.commercials and corporate.videos.at.all.levers
Advertising and media.sales
Trading TV.shows and, dramas.copyright
Concept&content.creation.and.development
Producing TV shows.of.nation and internation.quality.and.licencing


Chapter II: CREATE A NEW PRODUCT
1. Ideas from members
We have 4 ideas that would have the most possibility to become a reality show. Here
are they:
Idea 1: The Apprentice

• A reality TV game evaluates the business ability of a group contenstants to
earn a place in one of the organizations run by the host. The program is tied
to real estate mogul, businessman and Celebrities.

• During the reality show, all member live in a communal dwelling “
Penhouse suite” in NewYork City. The contenstants are divided into two
teams.

Each

week,

the

teams

are

assigned.a.task.and.required.to.select.one.their.members.to.lead.the.teams.a
s.”project manager”,who.is.take.responsibility.for.organnizing the team and
making executive decision.
• The program includes 16 to 18 people with knowledge of a business and
they competiton together. The award for each season is one year managing
one of famous companies, with starting good salaries.
Idea 2: We got married

• It.was.a.reality.variety show and a new format. This is slighly different couples
and newlyweds. They are give mission and complete during the show.
• Show.pairs.up.Celebrities.to.show.what.life.would.be.like.if.they.were.married.

However, some.couples.are.real-life.couples.that.eventually.got.married.
• Each.week,couple.have.assigned.mission.to.complete,.with.candi
d.interviews.of.the.participant.to.reveal.their.thoughts,

feeling

and unique perspective of relationship in the show. Special, all of
the.recorded.material.is.then.played.in.front.of.the.participant,
MC and audience.


Idea 3: Running Man

• The series TV was.classiefied.as.an.”urban action varity”. It has
become.popular.in.the.part.of.Asia and has gained online
popularity in the world.
• The Celebrities and
guest.were.to.complete.missions.at.a.landmark.to.win.race.
Then, the show.has.since.shifted,to.a.more.familiar.realityvariety show concept.focused.on.games.
Idea 4: Superman Return

• Celebrity dads are left to care for their kids alone 48 hours without the help
of anyone
• During the period, the dad and kids are either doing task the wives has
written out for the dads to complete or the dads exploring neww activities
with their childrents.

• The programs are filmed with set up cameras and cameraman hidding in
tents and playhouses in each of the celebrities’s home.
• Beside that, on each.episode. as the show moves.from.one,family,to the

next,,a brief narration,by,the,narrator,is given to introduce,the,next segment
of the,espisode. In the other hand, during each,invididual,family,segment
the.parent, would.give.a.talking. Q&A of produccer and inteview feeling.

2. Idea formation process
2.1 Group Brainstorming
Group/brainstorming is the best.way.for.people working in a team to not only be able
to take advantage of the experience, creative but.also create a great idea. Furthermore,
Teamwork help people stick together and team building skills.
2.2 Select idea
Group should eliminate ideas that are not feasible, not sustainable:
• Use common criteria to evaluate ideas such as feasibility, ROI, production
costs of products in anticipation, market potential ...
• Choose ideas based on objectivity, ideally if the idea is widely supported
and approved.
2.3 Survey on the internet or books.


This is also a.great.way to.find new.ideas because it's.extremely.easy to do over the
Internet. But the ideas will repeat and not attractive. In the other hand, the natural
tendency of people in the search for ideas is to think of which ideas to choose first and
then the process of seeking new ideas begins.

2.4 Refer reality show in foreign
Though the reality progams foreign such as United State, Korean, Japan, ect.. because
it is fame,thriving and many advantage in many countries, especially Korea. So, our
group refer and chose high rating program for idea like Running man, Superman
Return and We got married.

3. Introducing and analyzing the VIRN model.

After,discussion, our team will go to the first step is to analyze VRIN to find out what
ideas have higher growth potential in the current entertainment market.
3.1 V – Valuable
Ask questions about great opportunities and great potential for the company. And that
product is really necessary for the audience as well as the benefits that the product
brings.
3.2 R – Rare
Next, we need to do is attention to the unique and attractive product in the market
today. Especially the new product has special attention from consumers. May be an
unreleased product and diffenrent that a competitor does not have.
3.3 I – Inimitable
This is a necessary element in the production of a product. Because new proprietary
products can not be inimitable with existing products, and especially competitors have
produced. In addition, a product that wants to stay on the market in the long run must
be different and unique to be able to quickly succeed.


3.4 N – Non- Substitutable
This factor is understandable because the product or service can not be replaced
because it is made up special and unusual sources of ideas. On the other hand, this
factor promotes competition with rival companies.

No

Ideas

V

R

I

1

The
Apprentice

x

x

x

2

We
Married

x

x

3

Running Man

x

4

Superman
Return

x

Got

N

Chosen

x

x

x

x

x

Table 1: VRIN Framwork

From the result above rely on VRIN, our group choice three best ideas which are most
feasible and develop the sevices for the market in the future. Then, we proceed to analyze
following ideas.
Name of service

We Got Married
(V) This is a new kind service in

entertaiment market in vietnam
(R) This is.rare.and.monopolized.service

Basic description for
service

(I) This is.really.difficult.to.imitate
(N) This.is.hard.to.replayed

Table 2: Analyzing We Got Married Page Method



Name of Service

The Apprentice

(V) This is a new kind service in
entertaiment market in vietnam

Basic description for
service

(R) This is.rare.and.monopolized.service
(I) This is.really.difficult.to.imitate
(N) This.is.not.hard.to.replayed
Table 3: Analyzing The Apprentice Method


Name of service

Superman Return

(V) This is a new kind service in
entertaiment market in vietnam

Basic description for
service

(R) This
is’s.rare.and.monopolized.service
(I) This is.really.difficult.to.imitate
(N) This.is.hard.to.replayed
Table 4: Analysis Superman Return Method

4 Chossing and ranking factors in evaluating ideas

4.1Meet demand (30 %)
With abundant content, reality TV shows have responded well
the entertainment needs of the audience. Basically, the reality TV shows are on
the world has met the need to relax the audience and perform well their
entertainment function and enrich the spiritual life for the public.
Not only do the entertainment function, the reality TV programs, especially the
contests also help the audience have a lot of new experiences, stimulate the
ability to learn, practice overcome the difficulties, try The life in order to
improve themselves better. Therefore, this factor our team also rated 20%
4.2 Revenue and Fame (20%)
Actual TV has brought a famous life to many people participating in the
program.
There are a lot of people, just one episode of reality TV show, has won

worldwide fame, has all the money, fame and future with many opportunities
for development.
In addition, from to its popularity, the program has gained more revenue and
attracted audiences. This factor rate 20%
4.3 Differences (20%)


Everyone needs to do is pay attention to the unique and attractive
products on the market today. Beside that, there are too many comedy
show, mind-expanding TV program,services and programmes are
available for children, so its become overload in market vietnam.
However, the sentimental programs are not well implemented. The
factor to appropritate 20%.
4.4 Trend ( 10%)
The tendency to enjoy the subject's interest in receiving values. For example,
some people like to watch comedy or romance. it often to the general interest of
one type of person, but are expressed by individuals with diverse personalities.
Depending on the level and lifestyle of each person that trend. Our group rated
10%

4.5 Attract Sponsor (10%)
This factor chooses 10% because it wants to have a large audience and rich
audience to attract donors. In addition, the service must show the benefits and
profit that the donor has achieved that during period.


4.6Buzz marketing ( 10%)
Program focus to celebrity in Viet Nam and strong influence on young. Hence, we create
Attributes
%

Idea 1
Idea 2
Idea 4
Meet
30
2
40
3
60
2 40
demand
Revenue
20
2
40
3
45
1 30
fame
Differences
20
2
40
2
50
2 30
Buzz
10
2
40

2
40
2 40
marketing
Trend
10
3
35
3
40
2 40
Attract
10
2
45
2
30
2 40
sponsor
Total
100
240
255
220
rumor to influence the target audience of show by word of mouth or buzz marketing. But,
those buzz must be good, memorable and they have developed intersest. Our group choose
10% for factor buzz.

Table 5: Buzz Marketing

Conclusion, Through the analysis above, our team decided to choose the idea 3
because it is a new services in the market and we have my condition enough to
perform this product.


5 Type of the new product
New Technology

We Got
Married
Old Demand

New Demand

Old Technology

Figure 1: Type of new service

After consulting the ideas, our group chose concept 3 "we got married". This is a reality show
popular in Korea. this is old demand because the audience has known better. But besides that, in
the vietnamese market this is new technology, special is product unique, it will develop in
entertaiment market VietNam.


Chapter III: PRODUCT INNOVATION CHARTER (PIC)
1 Overview:
Nowadays, TV gameshows are extremely prevalent among young people, thus yielding a lot
of profits. As more gameshows are brought up, it’s most desirable to have quality and
entertaining ones. Being well aware of this issue, we have made a plan to manifestate this idea.

2 Focus:

-

Name of service: We got married (Vietnamese version)
Basic characterization of service:
This service benefits the TV viewers as they get to have an insight into the personal life of their
idols as well as the celebrities as they are given opportunities to express themselves which

-

-

eventually increases their popularity.
Guest participants of the first season
Bích Phương- Võ Cảnh
Hương Tràm- Mai Tài Phến
Phương Trinh- Hữu Vi
Manufacture company: Điền Quân Media
Press conference is held prior to the official air time.
Sponsors: Oppo, close up, Flower Shop,…
Main market:
Audiances
The young people who love the funny, interesting, loveing gameshows and want to
understand clearly about their idols Besides, there are also big fans of We Got Married Korean
version, who have loved this program before, and curiosity about what the Vietnamese version
will look like. This will create very strong viral..
Sponsors
In addition, the main market of this program is also the brand investment, funding. For
example, investors are concerned about the location of dating, shooting like Du Mien Cafe. The

brands of flowers, gifts, costumes, accessories ... such as Flower Shop, oppo.


3. Goals and objectives

3.1Goals
- To introduce a new TV show which is highly entertaining and influential among the viewers
- To bridge celebrities and their fans
- To help celebrities increase their popularity
- To the biggest gameshow which connects everyone each other.
- Bringing the media industry in Vietnam through the world.
- bringing in revenue for sponsored brands
3.2 Objectives
- Reach 1 million views with good media influence
- Achieved a rating of 2%
- Highly profitable( 6,4 tỉ)
- Become the most anticipated gameshow
- Expand market for Dien Quan Media.
4. Guideline
We contact the Korean media company owning the copyright of “We got married” TV show
and Dien Quan Media Company and convince them to produce the show. The plot of each
episode should be crafted and communicated to the guest participants. After that, the production
process should be well-planned and well-executed.


5. Product Management
Organization of service management is divided into 3 teams: Production, external relation
and marketing. The Production team is responsible for script writing, setting up, and making sure
that the flow is smooth and the guest well-taken care of. The Marketing team is responsible for
planning, creating marketing strategy. Finally, the internal relation team will be responsible for

keeping in touch with the press, media, planning and implementing PR strategies.

Production team

BOD

External relation team

Marketing team

6. Timeline
This process from exploring ideas to launching a new product is a long time. We divide into
5 phases (from Sep 26th 2017 to June 4th 2018)
Phase 1: Brainstorming for new idea
Phase 2: Develop idea into concept, choose 2 or 3 concept to evaluate
Phase 3: Evaluate concept to choose the best one and make it become real.
Phase 4: Develop strategy to bring product into market, forecast sale
Phase 5: Communicate the new product
June 2018 we would launch product on market


Chapter IV: NEW PRODUCT PROCESS
1. Opportunity identification.
There is a great demand for the TV shows. Many TV shows broadcasted on TV and on the
Internet have left tremendous impacts on the general viewers, yielding great profits. However,
the uncontrolled number of TV shows sometimes bothers the viewers as many TV shows are of
poor quality, offering no new ideas or exciting script.
In addition, according to the preliminary statistics of the entertainment department of
Vietnam, as of 207 there have been over 140 gameshows were born, which accounted for nearly
half as the game show on music, ¼ is comedy gameshow, the rest are another show. Especially

the content, scripts of the current gameshows is more and more boring, no attraction. Instead,
private life shows, controversies and dramatic scenarios are seen as new colors, with much
higher levels of interest and anticipation. It is also a great opportunity for We Got Married to be
successful in Vietnam
1.1. Roles

- First of all, the We Got Married will connect more than thousands of people, and between the
-

audiances with each other and with the celebrities
The sencond thing is providing better entertainment values to the viewers, more important,

-

creating the usefull playground for everyone.
In addition, We Got Married is a bridge between fans and their idols. Fans can know more

-

clearly about their personal life idols.
That gameshow will attract a great number of sponsors such as Oppo, Close Up…because most

-

of the audiences are the young people.
Bringing the media industry in Vietnam through the world.
Marking the turning point of the new market of Dien Quan Media
Bring in revenue for sponsored brands, about 3 billion
1.2. Advantages

- The show was proven a big success in Korea. Therefore, it’s more likely to succeed in Vietnam.


- The guests are popular celebrities and attract a great number of fans. Therefore the gameshow
-

will be easier to attract everyone.
It was manufactured and supervised by one of the biggest private TV media agency- Đien Quan
Media Company which operates a lot of success gameshows.
1.3. Profits

- The product is likely to be a success and highly profitable. Specifically, The rating is 2% and the
-

profit is 6.4 billion.
The main revenue comes from advertised brands and sponsor, about 6 billion.
2. General generation
2.1.Creation process
The concept generation process is defined as classifying and selecting the best from a wide
range of brainstormed ideas. The first and most crucial step is to design a process that facilitates
idea generation. Then, we use a number of tools and techniques to classify the original ideas.
Finally, the ideas are carefully examined and evaluated to keep or discard.
2.2.Creation concepts
2.2.1. Concept 1

• Benifits
In the first concept, we will choose TV and internet ( Facebook, youtube,..) as our
prioritized distribution channels, HTV2 Channel to be more specific. The guests are one of the
most popular celebrities. The advantage is that it could reach many viewers and thus attract more
sponsors. The large number of viewers can help the show to be a big rating success as the young

people are often curious and concerned about celebrities’ personal life.
The advantage of this distribution channel is its reliability. HTV is one of the most
prestigious and well-established TV station in Vietnam. The HTV2 channel aims at young people
who are the target audience of the show.