Phạm Bá Lực – 195041136
Midterms
Part 1:
What is Creative Strategy in marketing?
Creative strategy is the intentional and strategic approach a company takes in
developing and implementing steps that will ensure and support the business'
growth. Essentially, it is the outline or blueprint of how the end goals will
eventually be met.
Why is creating a strategy so important in direct marketing?
- A detailed marketing plan is critical to a campaign's success. Especially if it
is a paid advertising campaign - want to profit from it and generate a
significant return on your investment.
- When coming up with an innovative strategy, companies direct the look and
feel of their marketing activities. Every element in the brochure will make
sense. It's about adding value to a marketing campaign instead of an ad that
people can easily dismiss.
- Your audience can immediately review your marketing if it is well thought
out. With an innovative strategy, companies can connect with their audience
instead of offering a blatant promotion.
- Implementing a marketing plan with properly defined goals, audiences, and
other essential elements will help achieve a sustainable ROI for a business.
The marketing activities that companies do will benefit the growth of the
brand.
Part 2: You create the advertising content for one FMCG product in the Vietnam
market, please.
The company I choose is Vietnam Dairy Products Joint Stock Company
1. Define the goal of the campaign:
Increase the company's market share and increase sales revenue in the next 2
quarters.
2. Target audience of the product
2.1. Demographics
- Age: 2 – 60.
- Gender: Male and female
- Income: no income
2.2. Geography
- Region: Domestic, international
- Density: Urban, rural
2.3. Behavior
- Loyalty level: Hard core and soft core Loyals
- Search benefits: Bring many nutrients to users, good for many ages, bring
many delicious flavors and easy to use.
- User status: Ordinary user
2.4. Psychology
- Social class: All social classes
3. Type of advertising content:
For the purpose of increasing traffic for Vinamilk's Website and social
networking sites, we choose minigames, interactive facebook posts and SEO
articles that provide useful knowledge on Vinamilk's Website and social
networking sites.
Post about:
- How to properly mix powdered milk, instructions on how to store milk, how
to let your baby drink milk in reasonable positions, ...
- The harms when mixing milk in the wrong way, storing the wrong way of
milk as well as milk powder, movement positions that are harmful to the
health of newborn babies,...
4. Advertising content campaign:
- Content: "Strengthening health to welcome Tet"
- Time: The campaign takes place from November 1, 2022 to February 1,
2022
- Campaign timeline:
- November 1, 2022: start running advertising campaigns to introduce new
campaigns and products to potential customers and target customers.
o Tools: use images of KOL on Vinamilk's websites as well as social
networking sites of Vinamilk. Use email marketing to inform your
customers as affiliates.
- December 15, 2022: start running sales campaigns to boost sales along with
advertising new products for Tet,
o Tools: Using tools to transmit links to Vinamilk's online sales pages,
along with sales promotion at Vinamilk's retail points such as
convenience stores or grocery stores, and sales counters in stores.
supermarket.
- November 15, 2022: start customer appreciation programs and new
customers
o Tools: Use data collection tools collected over the past campaign
period, use gratitude actions to increase brand credibility with
customers
