Ministry of Education and Training
Hoa Sen University
Faculty of Economics and Commerce

Intergrated Marketing Communications

MARKET ENTRY STATEGIES
FOR TRESEMMÉ INTO VIETNAM

Lecturer:

Ms. Nguyễn Trần Kiều Vân

Class:

MK308DE01 - 0600

Group members: Trương Phương Anh - 2006759
Võ Hồ Thanh Bình - 2008404
Đoàn Xuân Tâm Đan - 2007677
Nguyễn Ngọc Thiên Hương - 2007207
Damien Zafrani

Ministry of Education and Training
Hoa Sen University
Faculty of Economics and Commerce

Intergrated Marketing Communications

MARKET ENTRY CAMPAIGN
FOR TRESEMMÉ INTO VIETNAM

Lecturer:

Ms. Nguyễn Trần Kiều Vân

Class:

MK308DE01 - 0600

Group members: Trương Phương Anh - 2006759
Võ Hồ Thanh Bình - 2008404
Đoàn Xuân Tâm Đan - 2007677
Nguyễn Ngọc Thiên Hương - 2007207
Damien Zafrani

2

ABSTRACT
The target purpose of this report is to build an Integrated Marketing
Communications (IMC) program for TRESemmé, which is a long-standing American brand that has recently appeared in Vietnam. In this report, we focus on IMC strategic plans for creating TRESemmé’s recognition and expand brand awareness in Vietnam market. We gathered information on the Internet and using our knowledge from
Integrated Marketing Communications class to complete our assignment. Thanks to the report, we have the opportunity to apply theories in real situation, learn more about integrated marketing communications and know how to plan IMC stategies for a specific brand.

3

ACKNOWLEDGEMENT
We would like to convey our heartfelt gratitude to our lecturer - Ms Kieu Van, who provides knowledge of marketing communications as well as instructs us to complete report. Moreover, we would like to convey sincere thanks to all group members for trying their best to finish the report.
Even though we have so many difficulties in applying knowledge in actual work or writing report in English, but we all try to create a good report with accurate information and most detailed analyses. Additionally, with limited knowledge, we may make some mistakes. We are delighted to receive valuable feedbacks in order to make the improvement next time.
Sincere thanks for your supports.

4

TASK ASSIGNMENT

Name

Assignment

Contribution

Trương Phương Anh

Final check, IMC Strategies

65%

Võ Hồ Thanh Bình

IMC Strategies,
Implementating IMC Plan

65%

Damien Zafrani

Introduction to Unilever

30%

Đoàn Xuân Tâm Đan

Overall editing, Company Overview,
Implementating IMC Plan

85%

Nguyễn Ngọc Thiên Hương

IMC Strategies,
Implementating IMC Plan

85%

5

TABLE OF CONTENTS

ABSTRACT .................................................................................................................. 3
ACKNOWLEDGEMENT ........................................................................................... 4
TASK ASSIGNMENT ................................................................................................. 5
TABLE OF CONTENTS ............................................................................................. 6
LIST OF TABLES AND FIGURES ........................................................................... 8
1. COMPANY OVERVIEW ..................................................................................... 9
1.1. Introduction to Unilever ....................................................................................... 9
1.2. Introduction to TREsemmé ................................................................................ 10
1.3. SWOT analysis................................................................................................... 11
1.4. Competitors analysis .......................................................................................... 12
1.5. Market segmentation .......................................................................................... 14
1.5.1. Geographic segmentation ............................................................................ 14
1.5.2. Demographic segmentation ......................................................................... 14
1.5.3. Behavioristic segmentation .......................................................................... 14
1.5.4. Benefit segmentation ................................................................................... 14
1.6. TRESemmé positioning ..................................................................................... 15
1.7.1. Target customers .......................................................................................... 15
1.7.2. Main competitors ......................................................................................... 15
1.7.3. Points-of-parity (POPs) and Points-of-difference (PODs) .......................... 15
2. IMC STRATEGIES FOR TRESEMMÉ ........................................................... 16
2.1. Marketing Objectives ......................................................................................... 16
2.2. Sales Objectives ................................................................................................. 16
2.3. Communications Objectives .............................................................................. 16
2.4. Target Audience ................................................................................................. 16
2.5. Key Message ...................................................................................................... 16
2.6. IMC tools ........................................................................................................... 17
2.6.1. Advertising................................................................................................... 18
2.6.2. Interactive/ Internet Marketing .................................................................... 20
6

2.6.3. Sales Promotion ........................................................................................... 22
2.6.4. Public Relations (PR) .................................................................................. 22
2.7. Creative Ideas ..................................................................................................... 24
3. IMPLEMENTATING IMC PLAN .................................................................... 26
3.1 Stage 1: Advertising ............................................................................................ 26
3.1.1 Objective: ...................................................................................................... 26
3.1.2. Implementation: ........................................................................................... 26
3.2. Stage 2: Sales Promotion and Public Relation ................................................... 28
3.2.1. Sponsor for Vietnam International Fashion Week ...................................... 28
3.2.2. “Experience the profession” campaign tour ................................................ 28
3.3. Stage 3: Sponsor for Holiday Decoration .......................................................... 33
3.3.1. Highest Christmas Tree at Crescent Mall .................................................... 33
3.4. Stage 4: Creating an Instagram account for Vietnamese users. ......................... 34
3.4. Timeline ............................................................................................................. 35
3.6. Evaluation and Control ...................................................................................... 39
CONCLUSION ........................................................................................................... 40
REFERENCES ........................................................................................................... 41

7

LIST OF TABLES AND FIGURES

Figure 1. TRESemmé logo ........................................................................................... 10
Figure 2. L’Oreal Keratin Smooth 72 hours perfecting shampoo ................................ 12
Figure 3. ExtraCare hair repair With Liquid Keratin shampoo ................................... 12
Figure 4. Pantene total damage care 10 shampoo ........................................................ 13
Figure 5. IMC tools ...................................................................................................... 17
Figure 6. Scenes from TRESemmé’s TV commercial in Vietnam .............................. 18
Figure 7. TRESemmé in Elle magazine ....................................................................... 19
Figure 8. Facebook of TRESemmé Vietnam ............................................................... 20
Figure 9. Official website’s layout of TRESemmé Vietnam ....................................... 21
Figure 10. Youtube channel of TRESemmé Vietnam .................................................. 21
Figure 11. Official website of TRESemmé Vietnam ................................................... 22
Figure 12. TRESemmé sponsors for Vietnam’s Next Top Model ............................... 23
Figure 13. The example model of 10-meter-tall Christmas Tree ................................. 24
Figure 14. Crescent Mall Garden ................................................................................. 24
Figure 15. Advertising in Elle magazine ...................................................................... 26
Figure 16. Giving hair tips on Facebook fanpage ........................................................ 27
Figure 17. TRESemmé’s product kits .......................................................................... 29
Figure 18. Demo poster of the event “Experience the profession” .............................. 30
Figure 19. TRESemmé’s Instagram layout .................................................................. 34
Table 1. SWOT analysis of TRESemmé ...................................................................... 11
Table 2. TRESemmé’s competitors analysis ................................................................ 12
Table 3. TRESemmé’s POPs and PODs ...................................................................... 15
Table 4. “Experience the Profession” campaign timeline ............................................ 31
Table 5. Event budget ................................................................................................... 32
Table 6. IMC Program timeline of TRESemmé ........................................................... 35
Table 7. IMC Program budget of TRESemmé ............................................................. 37

8

1. COMPANY OVERVIEW
1.1. Introduction to Unilever
Unilever is an Anglo - Dutch multinational consumer goods company coheadquartered in London, England and Rotterdam (The Netherlands). The company owns over 400 brands and its products are available in around 190 countries. The company is organized into four main divisions: Foods, Refreshment (beverages and ice cream), Home Care, and Personal Care.
Unilever was founded in 1929 by the merger of the British soapmaker Lever
Brothers and the Dutch margarine producer Margarine Unie. In the 1930s, Unilever’s business had to get through hard time because of the Great Depression and the Second
World War. However, it still continued to diversify over the next decade. Even though business operations around the world were fragmentary, it continued to expand further into the foods market and increase investment in research and development.
Along the 20th century, Unilever launched its new brands such as Sunsilk (in 1954) and Dove (in 1957)... Besides that, the company made numerous corporate acquisitions, including Good Humor ice cream (1961), Lipton (1971), Brooke
Bond (1984), Chesebrough-Ponds (1987), Calvin Klein Cosmetics (1989), etc.
From 2000 until present, according to Unilever official website, Unilever has worked out many tactical plans besides creating new product lines, acquiring or selling its brands. For example, it sharpened “Path to Growth”, which was a five-year strategic plan in 2004 with Unilever's Vitality mission focusing on the needs of 21st century consumers. In 2009, Unilever announced a new corporate vision: working to create a better future every day and they enter the 2010s with a new strategy called
“The Compass”. To support this strategy, the Unilever Sustainable Living Plan was launched in 2010 with “the purpose is to make sustainable living commonplace”. As example in Turkey there is a commitment between the Lipton brand and the
Rainforest Alliance Program. 15000 tea growers will receive one to one training to help them move to sustainable agricultural practices about fertilization and pruning.
The spine of the project remains to reduce soil pollution and improving the culture of tea. This is a milestone to induce subsidiaries to lead towards sustainability.
In short, after being established for 85 years, with all efforts and appropriate strategies in matching periods, Unilever becomes one of the world’s leading fastmoving consumer goods companies with more than 2 billion consumers worldwide using a Unilever product on any given day.

9

1.2. Introduction to TREsemmé
TRESemmé is a well-known American brand of haircare products. The brand was named after the renowned expert Edna Emmé, a former spokesperson for the haircare industry. Moreover, it is also a phonetic translation of the word “très aimé” in French meaning “well-loved”.
TRESemmé was first manufactured by Godefroy Manufacturing Company in
1947, then it was purchased in 1968 by Alberto-Culver, a leading manufacturer of hair and skincare products. At that time, the product line was to distribute and to be used only in beauty salons. However, it became more popular so it began to be marketed and sold at retails (supermarkets, pharmacies, department stores…). Realizing the potential development of TRESemmé, Unilever took over the brand in 2010. The brand has newly penetrated in Vietnam market on September 2014.
Over 60 years since its establishment, TRESemmé has built a history of success in
13 countries around the world by continually creating more product lines that bring salon-like feeling at home to customers.
Figure 1. TRESemmé logo

10

1.3. SWOT analysis
Table 1. SWOT analysis of TRESemmé
Strength
- TRESemmé’s products are available around the world.
- Diversified product lines (Keratin
Smooth, Platinum Strength, Scalp
Care…) and type of products
(shampoo,
conditioner, styling products, hair spray).

Weakness
- The price is a bit high for Vietnamese
- Fewer products line in Vietnam than in other countries
- Not having a chain of reputation salons using TRESemmé yet.
- Do not have products for men

- Nice packaging
- No animal testing
- Information on website is easy to search. - Co – marketing with Elle Magazine, a popular fashion magazine in Vietnam
Opportunity
-

Increase of economic

-

Higher living-standard

-

Modern women are more conscious about outlook

-

Not many professional hair care products with the same price

-

-

Threat
-

Competitor brands such as
Goldwell, L’oreal ... have been known as professional and trusted hair care products in Vietnam

-

Choosing the mid – range price may make customers evaluate
TRESemmé as a normal product.

The curiosity of customers in
Vietnam for new products from developed countries

-

Any incident of Elle Magazine could affects TRESemmé images in target customer’s mind

The development of social network for marketing

-

The alteration in customer buying behavior -

The potential competitors in the future 11

1.4. Competitors analysis
Table 2. TRESemmé’s competitors analysis
Competitors

Information

Direct competitors
L’Oreal Keratin Smooth 72 hours
Perfecting shampoo

- Belonging to L’Oreal Group.
- Original from France.
- Target customer: Women from 18 – 35 years old in middle class and above.
- Price: about 55 to 60 thousand VND
- Not good-looking packaging.
- With Micro–Keratin advanced technology, this product helps to repair hair damage and make hair smooth throughout the 72 hours. In addition, camellia oil also nourishes hair, helps hair soft and strong.

Figure 2. L’Oreal Keratin Smooth
72 hours perfecting shampoo

- It presents in most of large supermarkets in Ho
Chi Minh city as Co-op Mart, Big C,
Maximark….

ExtraCare Hair Repair With
Liquid Keratin shampoo

- This is one of Schwarzkopf’s haircare products
(Schwarzkopf is a brand of the Henkel Group)
- Original from Germany.
- Target customer: women aged from 24 to 35 year olds in middle class and above.
- Price: about 50 thousand VND
- Good packaging
- It is suitable for extremely damaged hair with
3x liquid keratin - the new formula helps repair hair damage from inside, refill gaps in hair cuticles, give protection and shine.

Figure 3. ExtraCare hair repair
With Liquid Keratin shampoo

- Can be found in some supermarkets such as
Big C, Co-op Mart…

12

Table 3. TRESemmé’s competitors analysis
Competitors

Information

Indirect competitors
Pantene Pro-V Total Damage Care
10 shampoo

- Pantene is a popular haircare brand owned by Procter & Gamble.
- Original from Switzerland.
- Target customer: women from 18 – 35 years old.
- Price: from 40 to 45 thousand VND
- Nice packaging
- With
Keratin
Damage
Blockers
technology, it gives 99% damage protection for softer hair and helps to neutralize excessive oxidative minerals present in the hair.
- Can be found in supermarkets: Big C,
Metro, Co-op Mart… or in retailers.

Figure 4. Pantene total damage care
10 shampoo

13

1.5. Market segmentation
1.5.1. Geographic segmentation
TRESemmé targets at consumers living in big cities in Vietnam. Urban dwellers have more exposure to technology and therefore can easily find information about
TRESemmé’s products.
1.5.2. Demographic segmentation
 Gender: Female
 Age: 18 - 35 years old
 Marital status: Never married, married
 Income: above 7 million VND
1.5.3. Behavioristic segmentation
Women usually feel more satisfied when they get salon treatment and also trust the hair stylists’ advice when choosing the brands. But hardly anyone have enough time and money to go to the salon every week.
1.5.4. Benefit segmentation
There are women who want high quality hair products with an affordable price.
TRESemmé offers professional experience for hair and is priced between the budget brands, such as P&G’s Pantene, and premium brands used in hair salons like Tigi and
Davines.

14

1.6. TRESemmé positioning
1.7.1. Target customers
Women with modern lifestyle, from 18 – 35 years old (Generation Y), who are fashion-conscious and living in urban area with average income above 7 million
VND.
1.7.2. Main competitors
TRESemmé’s main competitors with the same target customers, same product function and price are L’Oreal and Extra Care. With same functions are moisturizing and repairing damaged hair, these brands have the approximate price and the same target customers.
1.7.3. Points-of-parity (POPs) and Points-of-difference (PODs)
Table 3. TRESemmé’s POPs and PODs
POPs

PODs

- TRESemmé have variety range of - Unilever creates the image of a products for different hair types, professional hair designer’s favorite especially for heat damaged hair and product and links in customer mind hair color repair and protection. with high-fashion and modern life style by co-branding with Elle
- Well-known for a long time in
Magazine.
developed countries before coming to
Vietnam.

In conclusion, TRESemmé’s positioning is “At an affordable price, TRESemmé gives customers a beautiful salon-quality hair right at their home”.

15

2. IMC STRATEGIES FOR TRESEMMÉ
2.1. Marketing Objectives
 Initial sales of TRESemmé products to reach 1 000 000 units.
 Increase Vietnam’s market share to 2% during the next 5 months.

2.2. Sales Objectives
 Sales revenue to reach 10 billion VND in 5 months.

2.3. Communications Objectives
 Create awareness among 90% of target audience.
 Create interest in the brand among 80% of target audience.
 Create positive feelings about the brand among 50% and preference among
25% of target audience.
 Obtain trial among 20% of target audience.
 Develop regular use of TRESemmé products among 5% of target audience.

2.4. Target Audience
 Target Customer: Women, 18- 35 years old, living in Ho Chi Minh City with average income above 7 million VND; modern and fashion-conscious; one or more times used technique and chemical to their hair, especially at hair salons; highly interested in having a beautiful and healthy hair.
 Potential customer: Having the same characteristics as the target customer but have some differences such as living in other regions, having lower income, not yet consider about nourishing healthy hair.

2.5. Key Message
“Home haircare product provides professional salon like experience”.

16

2.6. IMC tools
Figure 5. IMC tools

Advertising

Public relation IMC tools Interactive marketing Sales promotion TRESemmé mainly uses PR and TV ads to promote the brand at the beginning of enter Vietnam market. TRESemmé promotion program is associated with professional fashion events and contests, driving its brand in the consistent way: ”salon-standard beauty” 17

2.6.1. Advertising
 Playing TV commercials (TVC) on Television like HTV7, HTV9… (60%)
Figure 6. Scenes from TRESemmé’s TV commercial in Vietnam

 Advertising on TV LCD in shopping mall and department store (20%)
 Outside billboards (10%)

18

 Advertising on magazines like ELLE (10%)
Figure 7. TRESemmé in Elle magazine

19

2.6.2. Interactive/ Internet Marketing
 Facebook of TRESemmé: www.facebook.com/TRESemmeVietnam
Figure 8. Facebook of TRESemmé Vietnam

20

 Official website of TRESemmé Vietnam: www.tresemme.com.vn
Figure 9. Official website’s layout of TRESemmé Vietnam

 Youtube of TRESemmé: upload TVC and videos about hair-styling using
TRESemmé products.
Figure 10. Youtube channel of TRESemmé Vietnam

21

2.6.3. Sales Promotion
 TRESemmé distributes samples through facebook fanpage and its website.
Customers can get samples by registering.
 TRESemmé offers its products for long-term subscribers of ELLE magazine.
2.6.4. Public Relations (PR)


TRESemmé sponsors for Elle Fashion Show 2014. In this show, TRESemmé gave models impressive hairstyle inspired by Spring/ Summer 2015 hair trends.
Besides that, the hairstyles is quite simple so that you can create at home with
TRESemmé’s products.
Figure 11. Official website of TRESemmé Vietnam

22

 TRESemmé was a sponsor for Vietnam’s Next Top Model 2014. The brand gave cool hairstyles for contestants of this TV reality program.
Figure 12. TRESemmé sponsors for Vietnam’s Next Top Model

 Moreover, TRESemmé will sponsors for Vietnam International Fashion Week be cauce this is the biggest event ever of Vietnam’s fashion industry and it can raises TRESemmé’s recognition.

23

2.7. Creative Ideas
 Present 10-meter-tall Christmas Tree with laser light at Crescent Mall
For incoming Christmas, we will design and present 10-meter Christmas Tree with lighten with laser system since Crescent Mall attracts high-income visitors. In addition, its garden is wide and fascinating.
Figure 13. The example model of 10-meter-tall Christmas Tree

Figure 14. Crescent Mall Garden

24

 Sponsors for upcoming Tet Holiday by installing lighting system on several center streets such as Đồng Khởi, Nguyễn Huệ, Lê Duẩn, etc. Tresemmé logo will be located on the pillar so that everyone, who comes there to take pictures, can identify our brand.
 Running a campaign tour called “Experience with TRESemmé – Beautiful hair with salon-standard vitality”: TRESemmé will cooperate with some big hair salons in Ho Chi Minh city to provide users new experiences and give them beautiful salon-standard hair.

25

3. IMPLEMENTATING IMC PLAN
3.1 Stage 1: Advertising
3.1.1 Objective:
 Rising brand awareness among mass audience.
 Delivering message and product value proposition.
 Persuading and building customers’ experience.
3.1.2. Implementation:
 Advertising
 Advertisements and articles in Elle, Cosmopolitan, Tiep Thi & Gia Dinh magazine and inform about haircare instruction and everyday hair style tips.
Figure 15. Advertising in Elle magazine

26

 Advertising on social media and online newspaper such as putting banner ads on website webtretho.com or Ella webpage, making discussion topics on forum webtretho or posting videos and pictures about hair tips on
TRESemmé’s facebook fanpage.
Figure 16. Giving hair tips on Facebook fanpage

 Frame media: Advertising on on-wall LCD in Parkson Hung Vuong, Bitexco,
Aeon Mall. Especially, projecting on LCD TV that locates near restrooms and elevators.  Outdoor advertisement: Place TRESemmé’s adveritisements on outside billboards.  Advertising on TV: Playing TVC on HTV7 and HTV9

27

3.2. Stage 2: Sales Promotion and Public Relation
3.2.1. Sponsor for Vietnam International Fashion Week
 Objectives:
 Generating brand awareness.
 Building community relationship.
 Attracting target market.
 Enhancing brand image and shaping customer attitude.
 Build greater emotional engagement and involvement with our core target audience
3.2.2. “Experience the profession” campaign tour
 Using TRESemmé at reputation hair salons to experience products quality.
“Experience the profession” – “Trải nghiệm sự chuyên nghiệp”.
TRESemmé will associate with reputation hair salons in Hồ Chí Minh city to let customer try using our product.
 Location: within Ho Chi Minh City, including Thuan Hair Salon, Tan The
Gioi hair salon, Masa Hair salon, Thin Hair Salon and La Beaute Salon.
 Program detail
 Customers who come to these hair salons listed above will have a chance to take out deals.
 Professional designers of our associated salons will check customers’ hair situation, then give advises and introduce customers suitable
TRESemmé products for them.
 After that, if customers want to purchase TRESemmé products right at the salon, they will have a 20% discount for a product kit (includes shampoo, conditioner and hair treatment masque) and 10% for single bottle.  Finally, getting customer feedbacks and information.

28

Figure 17. TRESemmé’s product kits

29

 Time of the event: from Decembet 13th to Decembet 28th
 Promoting event


Posting event’s information on Facebook TRESemmé Vietnam and
Cosmopolitan.



Put products showcase in these salons



Making video clips interview well-known hair designers of these salons sharing their feeling when using TRESemmé for nourishing customers’ hair. Video clips will be uploaded on Facebook, Youtube channel in
Vietnam of TRESemmé.

Figure 18. Demo poster of the event “Experience the profession”

 Event timeline

30

Table 4. “Experience the Profession” campaign timeline
Number

WORK

1

Design & print posters

4

Stick the poster & post information about the program on the main website, facebook fanpage…

5

Create display area products of
TRESemme at salons

6

Run the program at the Salon

7

WEEK 4
WEEK 5
WEEK 6
(8/12 - 14/12) (15/12 - 21/12) (22/12 - 28/12)

Planning and budgeting

3

WEEK 3
(1/12 - 7/12)

Find the Hair Salon for co-operation

2

WEEK 1
WEEK 2
(17/11 - 23/11) (24/11 - 30/11)

Record video interviews hair stylists at salons

31

 Event budget
Table 5. Event budget

NUMBER

ITEMS

1

Design the event’s brochure and standee

2

Printing brochures

3

Product showcases products for trial using

4

Costs for hair salons

5

Promote event on magazines

6

Costs for promotion girls
(PG) asking customers for their feedback

7

Costumes for PGs
TOTAL

QUANTITY

COSTS (VND)
15.000.000

300 and 2

3.000.000

5 x 7.000.000

35.000.000

5 x 5 x 2.000.000
5 x 5 x 5.000.000

175.000.000

2 x 4.000.000

8.000.000

200.000 x 6 x 5
400.000 x 4 x 5

14.000.000

200.000 x 5

1.000.000
251.000.000

32

3.3. Stage 3: Sponsor for Holiday Decoration
3.3.1. Highest Christmas Tree at Crescent Mall
 Objectives:
 Attract mass customers to come and take pictures with TRESemmé ribbons around the tree.
 Giving customers reindeer hair bandage with TRESemmé logo on it as a
POSM (Point of sales material).
 Increase customers’ feelings about the brand.
 Implementation:
 Hiring a constructor design and building unit that is famous for creating and decorating Christmas Tree.
 Promoting this event through Elle magazine, facebook and Instagram.
 Hiring a photographer to take pictures of customers with stylish clothes and beautiful hair to post on facebook, Instagram.
 Giving customer reindeer hair bandage with TRESemmé logo on it as a
POSM.

33

3.4. Stage 4: Creating an Instagram account for Vietnamese users.
 Objectives
 On Instagram of TRESemmé, we will post short hair-styling instruction video about 15s, posting pictures of beautiful hairstyle mainly taken by
Vietnamese women and giving haircare tips.
 Implementation:
 Instagram of TRESemmé, we will post short hair-styling instruction video about 15s, picture of beautiful hairstyle mainly by Vietnamese women and haircare tips.
 Our admin will also check out frequently all the questions, feedback customers as well as the trend and analysis it into helpful information so that we can improve our interaction and develop the products.
Figure 19. TRESemmé’s Instagram layout

34

3.4. Timeline
Table 6. IMC Program timeline of TRESemmé
2014 – 2015
(HCM)

December

January

W1 W2 W3 W4 W1 W2 W3 W4 W1

February
W2

W3

March
W4

April

W1 W2 W3 W4 W1 W2 W3 W4

Facebook
Instagram
Youtube
Cosmopolitan
Elle
Website
Event “Experience the
Profession”
Giving sample through
Facebook and Website
Present Christmas Tree

35

Table 6. IMC Program timeline of TRESemmé
2014 – 2015
(HCM)

December
W1 W2 W3

January
W4

W1 W2 W3

February
W4

W1 W2 W3

March
W4 W1 W2 W3

April
W4

W1 W2 W3

Sponsoring for lightning system of center streets Tet Holiday 2015
Event Elle Spring/ Summer
2015 Fashion show
Quảng cáo LCD
TVC (SCTV9,
HVT3)

HTV7,

36

W4

3.5. IMC program budget
Table 7. IMC Program budget of TRESemmé
Number

Name of IMC tools

Quatity

Unit price

Budget (VND)

STAGE 1
Advertisements on Elle magazine cover 4

3 times

110.000.000/ time

330.000.000

Article in “Elle promotion” section

2 times

54.600.000/ time

109.200.000

Advertising on Cosmopolitian cover 4

4 times

80.000.000/ time

320.000.000

Advertising on Tiep Thi & Gia Dinh magazine
(full page ad)

2 times

65.500.000/ time

131.000.000

Websites

Using social network like Facebook,...
Youtube...

5 months

500.000/ month

2.500.000

Frame media

Advertising in elevators, on LCD TV in shopping malls and department stores

1 month

Advertising on HTV7 (20h – 21h)

4 times per month → 20 times in 5 months

30.000.000

600.000.000

Advertising on SCTV6 (20h – 21h)

4 times per month → 20 times in 5 months

14.500.000

290.000.000

Advertising on HTV3 (20h30 – 21h30)

4 times per month → 20 times in 5 months

26.000.000

520.000.000

Advertising on magazines Advertising on
TV

Outdoor ads

Billboard

400.000.000

110.000.000

37

Table 7. IMC Program budget of TRESemmé
Number

Name of IMC tools

Quatity

Unit price

Budget (VND)

STAGE 2
Sales
promotion and
PR

10-meter-tall Christmas Tree (materials, constructing) Experience the profession” campaign

90.000.000
251.000.000
STAGE 3

Public relations Sponsoring for lightning system of center streets on Tet holiday

150.000.000

Total

3.303.700.000

Additional cost (10%)

330.370.000

Total (including additional cost)

3.634.070.000

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3.6. Evaluation and Control
Before, we plan our IMC strategic program for TRESemmé, we will check everything from the plan, give ideas for the campaign. We check everthing from TVC, plan of advertising, sales promotions, PR… If they have any problems, we will fix it before we set our program.
The evaluation based on the objectives and the brand positioning After the campaign finishes, we will summarized and point out mistakes appeared in our strategies. It will give us more experience for the next project.

CONCLUSION
Compared with the initial target, our group report has accomplished the following sections: Providing overall information about TRESemmé reached 80%, productrelated information reached 90%, identifying target market and making IMC program reached over 70%. We also came up with some creative ideas such as build customer awareness of TRESemmé.
However, because the time is limited, the report still has some shortcomings. For instance, we did not conduct market surveys in order to bring more persuasive data.

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REFERENCES
1.
2.
3.
4.
5.
6.

en.wikipedia.org/wiki/TRESemme www.tresemme.com.vn/ facebook.com/TRESemmeVietnam unilever.com Price quote using information from luaviet.co/ and trananhmedia.com/
And other sources

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