Team Project - English For Public Relations Campaign For Ananas [PDF]

Zitiervorschau

UNIVERSITY OF FINANCE – MARKETING FOREIGN LANGUAGE FACULTY

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TEAM PROJECT – ENGLISH FOR PUBLIC RELATIONS CAMPAIGN FOR ANANAS

Team members: 1. Nguyễn Thiên Ân 2. Trần Vĩ Đan 3. Thái Nhật Anh Khoa 4. Đỗ Minh Khoa 5. Nguyễn Phúc Trường

Lecturer: Trần Thúy Quỳnh My

Table of contents Contents 1. Introduction.............................................................................................3 2. SWOT Analysis of Ananas .....................................................................3 2.1. Strengths..........................................................................................3 2.2. Weaknesses......................................................................................4 2.3. Opportunities...................................................................................4 2.4. Threats..............................................................................................5 3. The Objective Of The Plan.....................................................................5 4. Target Audience.......................................................................................6 5. Message to communicate.........................................................................7 6. PR Activities.............................................................................................9 6.1. Create an MV and connect to social media...................................9 6.2. Create a short film and connect to social media.........................10 6.3. Collaboration with public figures................................................11 6.4. Lucky game on Facebook flatform..............................................11 7. Future plan.............................................................................................13 8. Reference List.........................................................................................14

CRITERIA 1. Formatting & Citation 2. The brief 3. Analyzing the situation 4. Objectives 5. Target audience 6. Message 7. Actions 8. Future plans/ Actions after releasing the message 9. Writing skill TOTAL

MAX. SCORE 1.0 0.5 1.5 1.5 1.0 1.0 2.0 0.5

INSTRUCTOR’S EVALUATION 0.6 0.4 1.3 1.1 0.8 0.6 1.6 0.4

1.0 10

0.6 7.4

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1.

Introduction

Ananas has been known as one of the local sneaker brands in Vietnam which was established, planned, and given direction for development by CEO, NguyenHoangDuong. The brand is now under Hazza Joint Stock Company. Ananas chooses the vulcanized shoe category similar to the Converse and Vans we often see and inherits 20 years of experience as a shoe manufacturer that has cooperated with many world-famous brands such as Reebok, Puma, Keds and Burberry... There were commonly many transitory ups and downs during the process of being on the market in 2010 as well as officially launched in 2012. Up to now, Ananas has become a brand loved and sought after by young people for growing strongly and is continuing to expand its chain of stores nationwide so that more consumers can know products. Almost Ananas' products are simple fashion sneakers with diverse and youthful colors and materials. Directly implementing and meticulous in all stages,from design, production, distribution to communication, customer care... Ananas contributes value to the community and develops a sustainable brand with extremely reasonable retail prices, suitable for customers and majority of Vietnamese consumers. 2.

SWOT Analysis of Ananas

2.1. Strength -

A cheap and quality shoe brand

Not only selling at the store, but Ananas's activities on social networks are also being followed by many people. The company's Facebook fan page has more than 733,000 followers. There are posts with 60,000 likes. And buying activity, feedback is very active. Ananas also constantly releases new, beautiful, and strange shoes that are well received by the community. 3

In addition, ananas also owns 20 years of experience in producing shoes for famous brands in the world. Being a Vietnamese brand with high-quality shoes so Ananas easily becomes a famous brand in VN. In general, Ananas shoes focus mainly on the low-priced and mid-range segments, suitable for all classes of consumers in society. Not only famous for popular shoes, Ananas also offers other products such as t-shirts, sweaters, hoodies, backpacks, socks, hats... The good news is that the above products are also quite good quality and well received. 2.2. Weakness The design is quite simple. Based on the feedback of buyers and comments from the Internet, some types of Ananas products have the resemblance with Vans or Converse. Therefore, if Ananas has an ambition of increasing sales, approaching more young people, they need to make their own impressive point on the product model. Lacking stores. We could not admit that online commerce still has limitations that buyers do not have the ability to touch, try on… Size, material, and match percentage are three things concern buying decisions. At the present, Ananas only serves at 10 stores in Ho Chi Minh City. They are expected to open more in other cities such as Ha Noi, Da Nang 2.3. Opportunities The trend to use products made in Viet Nam become more and more popular in our country. The young are now interested in wearing a local brand product. Ananas, whose products have a very competitive price in the market, is one of the newest local brands in the market. Besides the modern style, customers usually seek for vintage concepts. Old but gold. Ananas’s shoes designed carefully to meet the customers’ needs. 4

Ananas also has many branches spread throughout HCM city beside a manufacturing factory 2.4. Threats Increasing domestic competitors. Ananas focuses on producing highquality sneaker as the main merchandise but unfortunately, there are also many other Vietnamese sneaker brands ranging from giant powerhouses like Biti’s to small but ever-growing opponents like RieNevan. Established foreign companies. Companies like Adidas, Nike, Jordan,… completely dominate mid to high-end sneaker market in Vietnam. Most young people (the main sneaker consumer) always choose those renowned brands if they have enough money because of the “foreign better than domestic” mindset. This hurt the sneaker market share of domestic companies a lot. 3.

The Objective of The Plan

Create a music video on YouTube with the participation of rapper Den Vau and football player Cong Phuong. Rapper Den Vau will breathe life into the MV with his vocal and Cong Phuong image of trying his best and uniting his team against all odds will deliver the messages that are to keep fighting and never give up despite how hopeless the situation is.Beside that the poor boy with ever-burning love for football who receive Ananas sport shoes from his father is a metaphor that good thing will always come to the most passionate people. With this method we hope people who see themselves in the boy or emotionally invested in the well-liked national team to remember the brand and try out our products. Make a short film on YouTube featuring FapTV, a popular group of Vietnamese comedians who write, film, and share short stories and sitcoms. The short film will be about how hard it has been for everyone during the Covid 19 pandemic, and the messages are to not be selfish,always be considerate and think about how our action can affect other people. This short film’s target is to make the public feel sympathize with the brand and motivate people to buy our products. 4.

Target Audience 5

Target audience Age

Youngsters 18-25

Gender

All genders

Geography

Ho Chi Minh city

Income

- Student, pupils : 3-5 milion/ month - Pupil with stable income : 5-15 milion/ month

Psychographic

- Dynamism, simple but still meticulous. - People with a small amount of money but still own the cheapest, beautiful, best quality shoes. - Customers are not easygoing people, always aim for the best appearance and quality. - Customers look forward to the products with real values, closely linked to the current needs. - Young people think that sneakers can be wear in normal circumstances not only in sports. - Vietnamese people have high national pride, it is expressed by using high-quality domestic goods

5.

Message to communicate.

MV: “Ta cứ đi cùng nhau”

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Message: “You are just a tiny person among a sea of people, that does not mean you cannot make great things.” Description: The Ananas itself was only a small store located in Ho Chi Minh City. The process of expanding and owning 11 stores like now is a long journey. In the past, Vietnam was an anonymous football team in Southeast Asia. Mr. Park and players have made a great effort to enter World Cup qualifiers advance. Ananas and Vietnam Sports have many points in common. Ananas wants to express those victories, successes, began at all impossible, hard steps. The young are expected not only to be the target customer but also the crucial elements contributing to Vietnam developments in many fields. Besides reasonable-priced products, Ananas brings enthusiasm, aspirations. Stout, courage, are some words describing Cong Phuong as well as other players in this MV. The company wants to spread that they hope that Vietnam will win the qualifiers at least Vietnamese hearts, and everything always starts at Zero, so do not be shy to achieving your dreams. Scenario: Ananas invites Den Vau and Cong Phuong, poor kids as the representatives in this project. MV will tell the audience stories of them. Do Luong, Nghe An is a peaceful countryside in Vietnam. There is also the hometown of a famous national football player – Nguyen Cong Phuong. The father leads his son and neighbor’s kids to the coffee shop to watch the dramatic match between Vietnam and Thailand. After Cong Phuong misses his good chance to goal, while adults are arguing and showing their regret “It is a pity. Nghe An people (Cong Phuong) almost make a wonderful victory.”, kids take friends to play their match at a nearby yard with barefoot. The first half ends, and the father calls his son comeback home for lunch. At this time, “Ta cu di cung nhau” song plays. This song remains its melody, we just change the hook and lyrics for more appropriate. The father gives his son a gift – Ananas sports shoes – with the wish that his little child could be more confident with his passion for football. Republic in national football match, Cong Phuong also wear Ananas sports shoes coming back to the second half. He scores the only one goal of the match. Look at that spinning ball, we realize the power, the victory of Vietnam, the hope and effort of many Vietnamese dreams. Short film: “Cuộc đào tẩu mùa dịch”

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Message: “Fighting the epidemic is like fighting the enemy, every citizen is a soldier, please be responsible in fighting the epidemic and not affect others.” Description: During the Covid19 pandemic, students, workers, and residents suffer many difficulties. Everyone concerns about the most important thing – money. Understanding this anxiety, Ananas wants to express that the company will be good residents’ friend overcoming pandemic via a short film. Scenario: Ananas invites Fap TV in this project. The film will tell audience the story of students and workers living in Uncle 4 boarding houses located in District 4 (restricted area). When they watching to new version of “Ta cu di cung nhau” MV (Ananas MV), appeared in their mind are patriotism, familiar feeling, their hometown, and family. Thai, Phuong, Kieu, Thuy are students. They make an escaping plan from this restriction area to visit their family. Uncle 4, the owner of boarding houses, detects their plan. He tries to advise them and make a surprising talk show at night. Four students have a chance to talk and receive encouragements from family. During talk show, they and other workers remember beautiful memory when they were a child. After that talk show, everyone shows their enthusiasm by doing exercise at home with Ananas (shoes go with them from the first time they moved to this city). Uncle 4 organizes tug of war competition, and the winner can receive new Ananas shoes.

6.

PR Activities

6.1. Create an MV and connect to social media Step 1: Preparing for making the music video.

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Inviting Den Vau to be the singer as well as a main rapper with the contribution of Linh Cao's voice Inviting Cong Phuong and Trong Khang (Child Actor) to be the main actor in the MV, along with some other supporting actors Inviting Nguyen Quang Dung to be director and Ananas's marketers personally wrote the script Finding for film crew and supporting tools for making MV Step 2: Making MV Making an appointment for Den Vau, Nguyen Quang Dung, and screenwriter to discuss the scenario. Places: My Son Commune, Do Luong District, Nghe An Province Context: Soccer match of Vietnam team for tickets to the World Cup category, at a rural and rustic area in Nghe An Content: The people of Nghe An have a high spirit of love for football, reunite in front of a roadside cafe to watch the football match of Vietnam and Thailand on TV. The MV with the participation of Den Vau and the song is remade, conveying a positive message promoting football and the passion of youth. Before the second half of the match took place, Cong Phuong put on Ananas's shoes into the changing room to prepare for the match. And Ananas shoes are also a great gift that the father in the MV gave to his son, a boy who adores Cong Phuong. The gift has a special meaning of energizing and supporting the boy's passion for football. ( The script is written in Vietnamese ) Step 3: Connecting with social network Upload MV on social networks (YouTube, Facebook, Zalo, Instagram, Twister, TikTok, ...)

6.2. Create a short film and connect to social media. Step 1: Preparing for making the short film. Inviting FapTv team to be the main actors Inviting Tran Duc Vien to be director and Ananas's marketers supportively wrote the script 9

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Finding for film crew and supporting tools for making short film

Step 2: Making short film. Making an appointment for FapTv team and screenwriter to discuss the scenario. Places: The boarding house of the labor area under the big bridge of Saigon Context: Covid-19 pandemic is raging everywhere Content: Thai Vu, Huynh Phuong, Ribi Sachi and Thuy Kieu in the FapTv group play the role of students, they plan to escape the epidemic by sneaking out of the boarding house which is isolated due to the covid epidemic. But with the prevention of Uncle Tu (played by Vinh Rau), their plan failed. Then they learned responsibility and strictly followed the implementation of centralized isolation. At the same time, the Ananas ad was inserted in the short film with a meaningful message to help give strength to overcome this difficult epidemic season. (The script is written in Vietnamese) Step 3: Connecting with social network. Upload this short film on social networks (YouTube, Facebook, Zalo, Instagram, Twister, TikTok, ...)

6.3. Collaboration with public figures The young are easily influent by celebrity people. In order to spread the trend, we have invited some of the famous people such as MiuLê, ChâuBùi, SoobinHoàngSơn, Issac , popular streamer like (Misthy, Chris Phan) youtuber famous in Fitness and lifestyle (Warzone, Shinphamm) to carry out the short clip about the campaign doing exercise and having a nutritious meal called “ 10

Stay at home and Stay Healthy” then they upload their clip on personal social networking site with hashtag#StayathomeStayhealthy #Ananas 6.4 Lucky game on Facebook flatform Step 1: Creating a mini-game. After we posted the MV and short film on our Facebook, we will pull out an GA mini-game. The participants have to post a video doing exercise at home (with their family member or themselves). The post must have #StayathomeStayhealthy #Ananas and tag 3 of their friend in that post to spread the trend. Finally, send the link of their post to https://ananas.vn/. 10 random participants will receive 10 pairs of Urbas Inversion - Low Top. And there are also 100 discount 25% vouchers to 100 lucky participants. Step 2: MakingGA mini-game called “Making Healthy meal” We also make 1 more GA mini-game called “Making Healthy meal”. Participants now have to make a nutritious meal and record all the steps how to make it. The video will be post on TikTok with #StayathomeStayhealthy #Ananas. Then send the short clip that you already recorded and post it to https://ananas.vn/ to receive many gifts such as 10 pair of Urbas Inversion Low Top, 100 discount 25% vouchers, 200 10% discount vouchers.

ESTIMATE D COST

ACTIVITIES MV

MILLIONS (VND)

Director, screenwriter, 150 and film crew Đen Casting fee 300 Other Actors 50 11

Short film

Other

ESTIMATE D TIME

Supporting tools MV budget CôngPhượng Casting fee Collaborating with publics figures Director, screenwriter, and film crew Supporting tools Film budget Collaborating with publics figures Actors Collaborating with publics figures Voucher Ananas’s Triple White Total

ACTIVITIES MV – making Connecting with social network Collaborating with publics figures Lucky game Short film – making TOTAL

100 130 200 75 200 100 150 100 450 100 240 200 2.545 billion

WEEKS 2 8 4 12 4 24 WEEKS

& SHORT FILM

S COMPANY Project start: 15/7/2021 START

king ting with social network ating with publics figures me m - making

15/7/2021 29/7/2021 22/7/2021 5/10/2021 9/9/2021

July August September October Week 1 Week 2 Week 3 Week 4 Week 5 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 1 Week 2 Week 3 Week 4 Week 5 Week 1 Week 2 Week 3 Week 4 Week 5

END

29/7/2021 23/9/2021 24/9/2021 29/10/2021 7/10/2021

*Note: The red boxes are the running times of the activities

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7.

Future plan

Ananas thinks that the uniqueness of a brand is not only reflected in the appearance of the product, but also in the "personality" within it. Therefore, in each stage of product making, Ananas focuses on meticulousness, refinement, and the desire to create Ananas's own for customers to see dedication, sincerity and positivity. In the near future, Ananas will also bring its culture to products through the two slogans "Be Positive" and "Be Honest". "Be Positive" is Ananas's optimism and determination in the face of difficulties, and "Be Honest" is the honesty and sincerity that Ananas has for customers. Ananas is trying to sell the right amount of shoes as the target. Wish to bring as many beautiful and quality shoes to customers. Hopefully after a while of service, it will be easier to see Ananas shoes on the street. In terms of vision, first of all, Ananas wishes to succeed in the Saigon market, and then, if possible, will expand throughout Vietnam, the region and the world. Currently, Ananas has also received a lot of franchise offers, but the business has not yet dared to do it. The Ananas team itself feels that they are still not good enough, if franchising will be profitable immediately but it is easy to lose the brand value that has been positioned from the beginning.

8.

Reference List

1.https://ananas.vn/ 2.https://ananas.vn/policy/ 3.https://renews.vn/ananas-viet-lai-cau-chuyen-moi-tu-nhung-chat-lieu-cu/ 4.https://sneakerdaily.vn/2020/05/22/ananas-la-gi-tim-hieu-thuong-hieu-giayviet-tre-moi-noi/ 5.https://sneakerdaily.vn/2020/09/02/ceo-ananas-nguyen-hoang-duong-trothanh-giam-khao-marketing-arena-2020/ 6.https://www.coolmate.me/post/top-5-thuong-hieu-giay-local-brand-o-vietnam-ban-da-biet 13

7.https://list.vn/top-10-thuong-hieu-giay-sneakers-duoc-san-don-tai-thi-truongviet-nam/ 8.https://esight.vn/ananas-tai-dinh-vi-thuong-hieu-ban-giay-dua-cau-chuyennguoi-viet-tre-tim-kiem-chinh-minh/

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