XÂY DỰNG CHIẾN LƯỢC TRUYỀN THÔNG MARKETING TÍCH HỢP (IMC) CHO ĐIỆN MÁY XANH

NOVEMBER 11, 2020 | PROJECT MIDTERM

IINTEGRATED MARKETING
COMMUNICATIONS
LECTURER: NGUYEN HONG UYEN

Group 4

NÓNG
QUÁ!!


DIEN MAY XANH

PROBLEM STATEMENTS:
DMX’s television commercial

THE PRODUCTS
Refrigeration
electronics,
household appliances,
technology products.

3 BIGGEST
COMPETITORS
• Dien may cho lon
• Nguyen Kim
• Media Mart

Accounting for 40%
market share with

1226 supermarkets
covering 63
provinces.

TARGET AUDIENCE
People who are at the age of 25 – 55 and still in the working
age with steady income higher than 8 million per month.

have attracted millions of views

BUSINESS OBJECTIVES

from customers and created

huge waves for DMX’s
communication channel.

However, some of its
communication campaign are

Achieve 152 trillion,
increase by 5% than
last year

still not diversified.

Maintain market
share by 40% of
household appliances
retail industry in

Vietnam

Therefore, this media campaign
will be carried out throughout
in 2021 with 4 quarters and 4
different campaigns.
The main tool used is usually

Increase profit by up
to 30%

Sales promotion with the

Increase the
consumption by
around 5%

support of many other tools
such as Advertising, Digital
Marketing, Social Media and
Personal Selling. For the

MARKETING OBJECTIVES

purpose of multi-channel
communication, increasing
coverage and increasing
revenue through this

promotion, the above tools will

optimize the purchase
conversion rate for the
business.

•

Consumption: Increases revenue by increasing
consumption through Marketing strategy.
• Penetration: Penetrates deeper into the lowerincome market.
• Brand loyalty: Increase retention rate in old
customers and first step building trust for new
customers through the quality of the products
and our customer services.

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Percentage-of-sales budgeting
•

In 2021 year's target,
increase 5% of sales

COMMUNICATION OBJECTIVES

compared to 2019 .
•

Brand awareness

IMC cost (2019) is 0.035% of
revenue

2019 REVENUE (VND)

Become top of mind in customers’ awareness
in household appliances retail industry in
Vietnam

•

1st Quarter: ~ 36.000 billion

•

2nd Quarter: ~ 33.000 billion

consistent and meaningful message during the

•

3rd Quarter: ~ 34.000 billion

campaign.

•

4th Quarter: ~ 35.000 billion

•

Total : 138.000 billion

Establish a positive brand image through a

Encourage

purchase

behavior:

Launch

EXPECTED REVENUE 2021 (VND)

attractive discount programs and diversify

Increased by 5% → 152.000

products with affordable prices to stimulate

billion

customers to buy high-involvement products.

2019 BUDGET (VND)
•

1st Quarter: ~ 20 billion

Retention rate: Increase retention rate to

•

2nd Quarter: ~ 4 billion

50%.

•

3rd Quarter: ~ 11 billion

•

4th Quarter: ~ 12 billion

•

Total budget: 69 billion

EXPECTED 2021 BUDGET (VND)
•

1st

•

2nd Quarter: 24 billion

•

3rd Quarter: 12 billion

•

4th Quarter: 10 billion

•

Total budget: 61 billion

Quarter: 15 billion

Key attributes: The TVC campaign will bring
consumers the feelings of functional benefits
(such as cheap price, high quality, good
service) and emotional benefits (such as funny,
family love, love for the country and the
nation).

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OBJECTIVES

MAIN
TOOLS

T.A

SUMMARY CONTENT

KEY MESSAGE

Q.1

Increase revenue
Brand awareness
Brand loyalty

Sales
promotion

Age: 30 – 55
Income: > 8
million

Launching sales promotion campaign with
specific incentives policy.
Using others tools to support: Digital
marketing, Advertising and Direct
marketing.

Xuân an lành,
Tết nhẹ gánh

Q.2

Brand awareness
Increase revenue

Brand loyalty

Advertising

Age: 30 – 55
Income: > 8
million

Launching advertising campaign with air
conditioning products.
Using others tools to support: Digital
marketing, Sales promotion and Direct
marketing.

Ưu đãi ngập
tràn, xua tan
nắng nóng.

Q.3

Increase revenue
Brand awareness
Brand loyalty

Sales
promotion

Age: 25 – 35
Income: > 8
million

Launching sales promotion campaign with
specific incentives policy.
Using others tools to support: Digital
marketing, Social Media, Advertising and
Personal selling

Lễ xa nhà, quà
gì cho ba má

Q.4

Increase revenue
Brand awareness
Brand loyalty

Sales
promotion

Age: 30 – 55
Income: > 8
million

Launching sales promotion campaign with
specific incentives policy.
Using others tools to support: Social media,
Advertising and Personal selling.

Mừng giáng
sinh, giảm linh

đình

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MEMBER OF GROUP 4

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TABLE OF CONTENT
TABLE OF CONTENT .................................................................................................... 1
ABSTRACT ....................................................................................................................... 2
CONTENT ......................................................................................................................... 3
1. EXECUTIVE SUMMARY ....................................................................................... 3
1.1. Dien May Xanh background ............................................................................... 3
1.2. Vision, Mission, Core Values .............................................................................. 3
1.3. Current Business Situation (2019) ...................................................................... 4
2. SITUATION AND MARKETING ANALYSIS....................................................... 5
2.1. Macro Environment.............................................................................................. 5
2.2. Micro Environment .............................................................................................. 5
2.3. SWOT................................................................................................................... 7
3. IMC STRATEGY AND ACTION PLAN ................................................................. 8
3.1. Marketing goals and objectives ............................................................................ 8
3.2. IMC Plan .............................................................................................................. 9
3.2.1. Strategy IMC of 2021 .............................................................................. 9
3.2.2. Timeline ................................................................................................... 9
3.2.3. Budget ..................................................................................................... 9

3.2.4. 4 Campaign .......................................................................................... 11
3.3. Evaluation .......................................................................................................... 19
CONCLUSION ............................................................................................................... 20
REFERENCES ............................................................................................................... 21

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ABSTRACT
This report presents how we apply the knowledge of relevant integrated marketing
communications. We decided to choose Dien May Xanh (DMX) - the electronic retail
system for this assignment. The report includes executive summary with the company’s
background, using models like SWOT, PEST to analyses the current situation of this
business and the relating environment around it. The IMC will be carried out through out
2021 with strategies, budget, timeline and objectives for each quarter.

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CONTENT
1. EXECUTIVE SUMMARY
1.1.

Dien May Xanh background

-

The biggest electronic products retail brand of MWG, officially established in 2010.

-

In 06/2016, DMX completed its coverage in 63 cities and provinces nationwide with
1226 supermarkets nationwide and more than 10.000 employees.

1.2.

Vision, mission, core values

❖ Vision

-

MWG is the most powerful multidisciplinary retail group with the No.1 position in
the e-commerce industry.

-

Main targets in the period 2020-2002: Continue to increase market share,
consolidate the No. 1 position with 50% of electronics market share (end of 2022).

❖ Mission
-

Continuously improve for the most enjoyable and satisfying customer experiences
based on a customer-centric culture and Integrity.

-

Bring prosperous lives for employees, high returns for long-term investors and
contribute to the welfare of the community.

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❖ Core values
-

Be dedicated to customers

-

Follow commitments and take responsibility

-

Love and support your teammates

-

Be honest about money and relationship

-

Be enthusiastic at work

1.3.

Current business situation (2019)
-

Total revenue of MWG: 102.174 billion VND.

-

Profit after tax MWG: 3.836 billion VND.

In terms of revenue structure by chain, DMX accounts for 57% in total company’s revenue.

MWG continuously increased its market share and widened the gap with other electronics
retailers in the market.

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2. SITUATION AND MARKET ANALYSIS
2.1.

Macro Environment (PEST Analysis)

2.2.

Micro Environment

❖ Company
-

Business is still positive despite of Covid-19, CEO of DMX expects this "piece of
cake" to increase by 45% by the end of 2020, 50% by the end of 2021 and then
become market leader by 70%.

-

Some strategies will be implemented, such as:
●

Continuously promote "quality" for stores. This helps improve sales up to
30%, creates a foundation for displaying more products

●

Actively prepare for the launch of the model "DMX super-mini" to capture
the rural market with 1,350 stores

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❖ Customer
-

Target customer: individuals, households and businesses, especially in suburban

areas who have demand for household appliances and electronic equipment.

-

DMX applies a "Customer-centric" model to provide the best shopping experience
for customers. Thereby, it contributes to build brand awareness, increase brand
loyalty and profit.

❖ Competitor
In particular, DMX system has outstripped all competitors with more than 40% market
share, double the gross market share of Nguyen Kim and Dienmaycholon.

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2.3.

SWOT analysis

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3. IMC STRATEGY AND ACTION PLAN
3.1.

Marketing goals and objectives

❖ Business objective:
-

In 2021, DMX wants to get 152 trillion, increase by 5% than last year

-

Maintain market share by 40% of household appliances retail industry in Vietnam

-

Increase profit by up to 30%

❖ Marketing objectives
-

Consumption: Increases consumption of electrical products through the quality of
products and customer services.

-

Penetration: DMX penetrates deeper into the lower-income market by diversifying
products and launch attractive discount programs with affordable prices for different
target customers.

-

Brand loyalty: Increased retention rate and preference of customers on DMX.

❖ Communication Objectives
-

Brand awareness
Become top of mind in customers’ awareness in household appliances retail
industry in Vietnam
Establish a positive brand image through a consistent and meaningful
message during the campaign.

-

Encourage purchase behavior: Launch attractive discount programs and diversify
products with affordable prices to stimulate customers to buy high-involvement
products.

-

Retention rate: Increase retention rate to 50%.

-

Key attributes: The TVC campaign will bring consumers the feelings of functional
benefits (such as cheap price, high quality, good service) and emotional benefits
(such as funny, family love, love for the country and the nation).

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3.2.

IMC Plan
3.2.1. STRATEGY IMC OF 2021

According to analysis from part 2, the overall strategy of 2021 is to use Sale
Promotion as the main tool and other tools to serve two purposes.
-

Increase sales. Get back your original revenue to appease shareholders.

-

Decrease number of inventories.

The four chosen campaign will be carried out in four different period that are the
biggest holiday occasions of Vietnamese people. People tend to have more demand on
shopping. In order to stimulate their purchasing motivation, DMX will launch mostly Sales
promotion campaign with attractive discount prices to sever their demands.
3.2.2. TIMELINE

3.2.3. BUDGET
By method: Percentage-of-sales budgeting
-

In 2020 target, increase 5% of sales compared to 2019 => Revenue (2021) = 152
trillion (VND)

-

IMC cost (2019) is 0.035% of revenue => Therefore, proposing this year (2021),
IMC cost is 0.04% of revenue = 61 billion (VND)

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Specifically allocated for each Campaign as follows:

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3.2.4. 4 CAMPAIGN
❖ Quarter I – Tet Holiday Campaign
Content
Main
tool

Tools
Other
tools

Detail

● + Special prices: Discount 20% for all products.
● + Attractive gifts accompanying the products.
Sales promotion

● + 0% Installment plan
● + Free shipping.
Create a 30s TVC with the main image of blue people
representing DMX with attractive discount products in
Digital marketing Tet Holiday. The aim is informing customers about this
discount program to stimulate shopping demands for Tet
so that they are motivated to buy more.
● Television channel: VTV3 and HTV7
● Print media:
- Magazines and newspapers to inform our
discount products in the Tet Holiday period.
Advertising
▪ Magazines: Tiếp thị & Gia đình
▪ Newspapers: Lao động, Thanh niên
- POSM: banners, flyers, standee to decorate
discount programs at available stores.
Direct marketing Send promotional messages to customers via SMS, email.

Use push strategy

●
●
●
●

Increase 81% in total 1st quarter revenue
Create 20.000.000 reaches to our target audience.
Attract 10.000.000 customers to buy the products.
Increase to 50% conversion rate buying products
online and offline

● Increase retention rate of customers in the long
term.

Increase revenue: Increase
Strategy 12.000 billion VND
Brand awareness: Be the
&
Objectives top of mind of customers.
Brand loyalty: Create
retention of customers
buying products of ĐMX.
Scope: Nationwide
Target
They are in the working age, in the middle class with
Age: 30 – 55
audience
income varying from 8 – 15 million per month.
Income: > 8 million VND
Truth: According to Facebook & YouGov statistics, 70% people believe that Tet is the
time to hunt for the best incentive programs. So the demand for buying household
products, electrical products of Vietnamese people increases significantly in the Tet
Holiday. With the desire to redecorate their houses with new items, it will bring best
Insight
wishes to family in the new year and show their financial ability to people around them.
Tension: People are afraid of spending too much money on Tet Holiday but they still
have to buy because of the demand using these products during this period and showing
their finance resources to their relatives, friends,…
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Motivation: Looking forward to buying their needed products with an attractive and
affordable price.
Big Idea

Dienmayxanh will provide the most attractive and affordable prices for customers on
their needed products that contribute a meaningful Tet Holiday to their family without
being worried about financial problems.

Key
message

XUÂN AN LÀNH, TẾT NHẸ GÁNH

Timeline

Budget

●
●
●
●
●
●
●
●
●

Sales promotion: 13/01/2021 – 10/02/2021

Digital marketing: 13/01/2021 – 05/02/2021
Advertising: 13/01/2021 – 05/02/2021
Direct marketing: 13/01/2021 – 10/02/2021
Digital marketing: 3.500.000.000
Advertising: 3.700.000.000
Sales promotion: 5.500.000.000
Direct marketing: 2.300.000.000
Total budget: 15.000.000.000

Evaluation

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❖ Quarter II – Summer campaign
Content

Main
tool

Tools

Advertising

Digital
Marketing

● Create a 30s TVC advertising air conditioner with

the main image of blue people representing DMX
bringing an air-conditioner to a standard family
(including 4 people).

Sales promotion

● + Special prices: Specially apply 10% discount for
air conditioning products in 30/4 and 1/5
● + 0% Installment plan
● + Free shipping

Other
tools

Strategy
&
Objectives

Target
audience

Insight

Detail
● Television channel: VTV3 and HTV7
● Print media:
- Magazines and newspapers to inform our
discount products in this period.
▪ Magazines: Tiếp thị & Gia đình
▪ Newspapers: Lao động, Thanh niên

● POSM: banners, flyers, standee to decorate discount
programs at available stores.

Direct marketing Send promotional messages to customers via SMS, email.
Strategy: Use pull
strategy with an aim of
creating an ongoing
● Create 10.000.000 reaches our target audience.
relationship with the ĐMX.
● Attract 5.000.000 customers to buy the products.
Brand awareness: Be the
● Increase to 50% conversion rate buying products
top of mind of customers on
online and offline
air conditioner products.
● Increase retention rate of customers in the long
Brand loyalty: Create
term.
retention of customers
● Increase 75% in total 2nd quarter revenue
buying products of ĐMX.
Increase revenue: Increase
8.000 billion VND.
Scope: Nationwide
They are in the working age who are in the middle class
Age: 30 – 55
with income varying from 8 – 15 million per month.
Income: > 8 million VND
Truth: According to the statement in 2017 of Vietnam's Ministry of Industry and Trade,
in summer, the demand for electrical products and household appliances, especially air

conditioners products had increased significantly.
Tension: Hard weather makes Vietnamese people more exhausted after the whole day
working, especially after the Tet Holiday period.
Motivation: People want to rest comfortably after a hard-working day under hard
weather.
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Big Idea

DMX will provide customers with the most modern and convenient air conditioning
products to provide them with a fresh atmosphere right in their house; help people
eliminate fatigue and have a good night's sleep after a whole day working.

Key
message

ƯU ĐÃI NGẬP TRÀN – XUA TAN NẮNG NÓNG

Timeline

Budget

●
●
●
●
●

●
●
●
●

Digital marketing: 15/04/2021 – 01/05/2021
Advertising: 15/04/2021 – 01/05/2021
Sales promotion: 30/04/2021 – 01/05/2021
Direct marketing: 25/04/2021 – 01/05/2021
Digital marketing: 3.300.000
Advertising: 10.200.000
Sales promotion: 4.700.000
Direct marketing: 5.800.000
Total budget: 24.000.000.000

Evaluation

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❖ Quarter III – Independence Day Campaign
Content

Main tool Sales promotion

Digital
marketing
Tools

Other
tools

Social media

Advertising

Personal selling

Strategy
&
Objectives

Target
audience

Use push strategy
Increase revenue: Increase
10.00 billion VND.
Brand awareness: Be the
top of mind of customers on
DMX’s products.
Brand loyalty: Create
retention of customers
buying products of ĐMX.
Scope: Nationwide
Age: 25 - 35
Income: > 8 million VND

Detail

● + Special prices: Discount 10% for these listed
products: TV - Washing machine - Refrigerator Air conditioner.
● + Attractive gifts accompanying these products.
● + 0% Installment plan
● + Free shipping.
Create a 30s TVC named “Con luôn ở bên” with the
main image of blue people representing DMX with
attractive discount products in the Independence Day 2/9.
The aim is informing them about this interesting discount
program to stimulate shopping demands for this occasion
so that they are motivated to buy more.
Create a photo contest about sharing people’s meaningful
moments with their parents accompanied with a message
that they want to share with their family.
Use facebook and youtube channels.
● Television channel: VTV3 and HTV7
● Print media:
- Magazines and newspapers to inform our
discount products in this period.
▪ Magazines: Tiếp thị & Gia đình
▪ Newspapers: Lao động, Thanh niên
- POSM: banners, flyers, standee to decorate
discount programs at available stores.
Sales teams support increasing sales revenue in the sales
promotion period.
●
●
●
●

Increase 78% in total 3rd quarter revenue.
Attract 2.500.000 customers to buy the products.
Create 5.000.000 reaches our target audience.
Increase to 50% conversion rate buying products
online and offline.
● Increase retention rate of customers in the long
term.

They are in the young working age and in the middle class
with income 8 – 15 million per month.

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Insight

Big Idea
Key
message

Truth: 2.9 is a national holiday in Vietnam, people always want to express their love to
their parents in some ways. For someone who lives far away from home, they often spend
time to call for their parents in the hometown
Tension: Limited finance and time
Motivation: They live far away from home and want to show their love to parents in subtle
ways.
Because of having limited finance, it’s a big drawback for them to go home. But when
they spend money to buy tickets to go home, they do not have enough finance to buy gifts

for their parents. And when a son or daughter (have a job and graduated already) go to
their hometown without gifts, they feel unconfident with relatives inside.
It’s still ok for people to not go home but still express your filial piety to parents by giving
them a household good as a gift and DMX will help them. Near or far is not a problem
because DMX will help you to take care of your parents.
LỄ XA NHÀ - QUÀ GÌ CHO BA MÁ

Timeline

Budget

●
●
●
●
●

Sales promotion: 5.100.000.000
Digital marketing: 1.300.000.000
Advertising: 2.600.000.000
Personal selling: 3.000.000.000
Total budget: 12.000.000.000

Evaluation

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❖ Quarter IV – Happy Christmas Campaign
Content

Main tool

Tools

Other tools

Strategy

Detail
+ Special prices: Discount 5% for these listed
products: TV - Washing machine - Refrigerator - Air
conditioner.
Sales promotion
+ Attractive gifts accompanying these products.
+ 0% Installment plan
+ Free shipping.
Social media
● Facebook and youtube channels.
● Print media:
- Magazines and newspapers to inform our
discount products in the Tet Holiday period.
Advertising
▪ Magazines: Tiếp thị & Gia đình
▪ Newspapers: Lao động, Thanh niên
- POSM: banners, flyers, standee to decorate
discount programs at available stores.
Sales teams support increasing sales revenue in the sales

Personal selling
promotion period.

Use push strategy

● Increase 80% in total 4th quarter revenue

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&
Increase revenue: Increase
● Attract 2.000.000 customers to buy the products.
Objectives 8.000 billion VND.
● Create 4.800.000 reaches our target audience.
Brand awareness: Be the top
● Increase to 41,6% conversion rate buying
of mind of customers on
products online and offline.
DMX’s products.
● Increase retention rate of customers in the long
Brand loyalty: Create
term.
retention of customers buying
products of ĐMX.
Scope: Nationwide
Target
They are in the young working age who are in the middle

Age: 25 - 55
audience
class with income varying from 8 – 15 million per month.
Income: > 8 million VND
Truth: According to Tap Chi Khoi Nghiep newspaper in 2019, the shopping trend of users
on Christmas holiday increases because of attractive discount programs. Besides,
Vietnames people tend to spend much money shopping at the end of the year.
Insight
Tension: People are afraid of spending too much money on this period but they still have
to buy because of their preparation for the upcoming year.
Motivation: Looking forward to buying their needed products with an attractive and
affordable price.
In order to serve shopping demands of customers at the end of the year without being
worried of unaffordable prices, Dienmayxanh will provide customers incentives and
Big Idea
promotion programs with the most attractive price. Dienmayxanh's products will make you
a comfortable, happy, meaningful, and warm Christmas day.
Key
MỪNG GIÁNG SINH - GIẢM LINH ĐÌNH
message
● Sales promotion: 20/12/2021 – 25/12/2021
● Social media: 15/12/2021 – 25/12/2021
Timeline
● Advertising: 15/12/2021 – 25/12/2021
● Personal selling: 20/12/2021 – 25/12/2021
● Sales promotion: 4.000.000.000
● Social media: 2.600.000.000
Budget
● Advertising: 1.500.000.000
● Personal selling: 1.900.000

● Total budget: 10.000.000.000

Evaluation

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3.3.

Evaluation

-

Statistics the revenue achieves in 1226 stores

-

Finalize the cost of the whole campaign against the Tentative and Budgetary is
allowed

-

Effective achievement based on the percentage of campaign’s KPIs

-

Constantly measure efficiency through indicators of Impression, Action, Traffic,
Conversion

-

Conduct consumer surveys about campaign

❖ ADVERTISING

❖ DIGITAL MARKETING

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CONCLUSION
This report is based on data from specific sources in previous years. Besides, this
IMC plan is sometimes affected by subjective opinion of the reporters. Therefore, this
campaign could go wrong with unpredictable forecasts. We hope this report can be utilized.
We will regularly update, correct and supplement the campaign to be successful.

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