ACADEMY OF POLICY AND DEVELOPMENT INTERNATIONAL SCHOOL OF ECONOMICS AND FINANCE SENIOR THESIS Global marketing communications to improve brand recognition of VICHI Instructor: Mrs. Nguyen Thi Bich Ngoc Student: Bui Thi Hong Ngoc Student ID: 5073106024 Class: KTDNCLC 7A Ha Noi, June, 2021 ACADEMY OF POLICY AND DEVELOPMENT INTERNATIONAL SCHOOL OF ECONOMICS AND FINANCE SENIOR THESIS Global marketing communications to improve brand recognition of VICHI Instructor: Mrs. Nguyen Thi Bich Ngoc Student: Bui Thi Hong Ngoc Student ID: 5073106024 Class: KTDNCLC 7A Ha Noi, June, 2021 ACKNOWLEDGE To complete successfully my graduation thesis, I would like to express my gratitude to Mr. Pham Hoang Cuong and Mrs.
Nguyen Thi Bich Ngoc, who whole-hearted guided throughout the process of writing this senior thesis. I would like to express my sincere thanks to the teachers and students in the I.F, Academy of Policy and Development for their dedication to imparting knowledge during the years I have studied. With the knowledge gained in the learning process, it is not only a foundation for the thesis research process but also a valuable tool for me to enter the life in a firm and confident manner. I would like to sincerely thank the Board of Directors of TAME CO., LTD for allowing and creating favorable conditions for me to practice at the company.
I would like to thank the company's marketing department for helping me understand the importance as well as the necessity and complexity of marketing in the business, especially the importance of marketing communications. Finally, I would like to wish all of you the teachers and students good health and success in their noble careers, good health, and great success in their work. Because my knowledge is limited, in the process of practicing and perfecting this topic, I cannot avoid mistakes, I hope to receive suggestions from you and your company. 1 CHAPTER I: OVERVIEW OF MARKETING COMMUNICATION.
General concept of marketing. The role and function of marketing. Overview of marketing communications:. Concept of marketing communication:.
The role of marketing communications:. Marketing communication tools:. Marketing communication planning process:. Identify the target audience group:.
Define communication goals:. Choice of media:. Determine media budget. Evaluation of results - test communication activities.
Factors affecting the implementation of the marketing communication strategy:. Criteria to evaluate the effectiveness of marketing communication activities. Match the media budget. Target customer awareness level.
Determine the outcome measures. Compare performance with set standards. Take the appropriate action. Some methods of evaluating communication effectiveness.
Overview of brand awareness communication. Mode of operation. Special Considerations Regarding Brand Awareness. Other Ways to Create Brand Awareness.
37 CHAPTER II: Actual situation of communication marketing activities of TAME's VICHI cream products. Overview of TAME CO. The process of formation and development of TAME CO. The organizational structure of TAME CO.
Business field and development orientation:. The production and business situation of TAME: .VICHI product introduction.VICHI's business results in 2years 2019-2020. Marketing activities for VICHI products at Tame Vietnam Co.Marketing activities for VICHI cream products at TAME Vietnam:. Current status of marketing communication for VICHI cream products of TAME CO.The company's target audience: .Media that the company is using:.
Evaluate the effectiveness of the company's communication activities: 63 2.Evaluating the cause:. 69 CHAPTER III: Some marketing solutions to improve the efficiency of communication activities of TAME CO. Basis for choosing marketing solutions to improve the effectiveness of TAME's communication activities: .Industry development trends:. Some marketing solutions to improve the communication efficiency of TAME CO.Solutions related to marketing communication planning: 74 3.Identify the target audience .Define communication goals .Solutions related to communication tools: .About the product .About distribution channel.With TAME CO.With the state.With foreign markets for VICHI’s product.
Rationale: The economy is developing day by day, living standards are increasing, especially the open market mechanism has created favorable conditions for businesses to participate in this potential market. These are the opportunities and challenges for businesses to assert themselves and find their strong foothold in the market, but at the same time, face many difficulties. For pharmaceutical products when the customer's ability to trust drug quality is not high, building a marketing communication campaign to create a desired image in the customer is an important tool in competition in this industry. Aware of this issue, along with the enthusiastic guidance of Lecturer Nguyen Thi Bich Ngoc, I focused on researching the topic "Solutions to improve marketing communication to increase brand recognition of VICHI” for my graduation thesis.
Research objectives: Research overview of marketing communication, analyze and evaluate the current status of marketing communication activities of TAME CO., LTD from there will propose some ideas to improve the effectiveness of marketing communication for the product " VICHI cream "of TAME CO., LTD in the period 2021 - 2022. Research subjects: The research object of the graduation thesis is marketing communication activities for VICHI cream products at TAME CO. Scope of research: - Content: Researching the current status of marketing activities and communication activities of TAME CO., LTD, researching on solutions to improve the efficiency of communication activities of the company 1 - Space: TAME CO. - Time: Basing on three-year data from 2018 to 2020.
Research Methodology: Applying the method of synthesis, analysis, and theoretical comparison with practice. To increase persuasion of my thesis, I have used a number of diagrams and tables. The structure of the thesis: In addition to the Introduction and Conclusion, the thesis includes 3 parts: Chapter I: Overview of marketing communication. Chapter II: Actual situation of communication marketing activities of TAME's VICHI cream products.
Chapter III: Some marketing solutions to improve the efficiency of communication activities of TAME CO. 2 CHAPTER I: OVERVIEW OF MARKETING COMMUNICATION 1. General concept of marketing The term "Marketing" was first used in 1902 in the lecture halls of the University of Michigan in America. Up to now, along with the non-stop development of human civilization, the term "Marketing" has also undergone constant changes and diversification.
The appearance of many concepts of marketing in the business field as well as many other fields such as politics, culture, sports, science. has proved this. According to Phillip Kotler - a famous American marketing professor, has defined that: "Marketing is a form of human activity to satisfy their needs and wants through communication processes." (Source: Philip Kotler (1994), Marketing Management, Statistical Publishing House) However, in order to match the different business conditions at each stage of economic development, in 2007, the American Marketing Association introduced new definitions of marketing as follows: “Marketing is a collection of activities and structure mechanisms and processes to create, communicate and deliver things of value to consumers, customers, partners and society at large. " At the same time, according to the opinion of Professor Dr.
Tran Minh Dao: “Marketing is not only a business management function, but it covers business activities from discovering purchasing power and transforming the purchasing power of consumers into the real demand for a particular product, to 3 bringing that goods to the final consumption place in order to ensure the highest profit for the business. Although there are many different definitions of marketing due to the different views and perspectives on marketing problems of each individual or organization, in general, marketing can be seen as a social process by which organizations or individuals satisfy their needs and wants by creating and exchanging valuable knowledge with others. Therefore, the scientific research of marketing and applying it into practice is very necessary for the success of businesses today… 1. The role and function of marketing 1.
The role of marketing: Marketing not only plays an important role for businesses but also for consumers as well as society, it has created the interests of stakeholders and linked together to form a unified block. Marketing is the bridge between customers and businesses through which businesses can ensure their production and business activities according to customers so that eventually the business can achieve its goal of getting revenue and high profit. At the same time, marketing provides the changing conditions of the economy, helping businesses survive and grow more and more sustainably. The function of marketing: Marketing activities in the business play a decisive role in the company's position in the market.
Starting from market research, cataloging to the implementation of production and distribution, and when the goods are sold, 4 operations continue, so the marketing management function is closely related to the Other areas of management in the business and it has a role of orientation, combining other functions to not adjust to attract customers but also find effective tools that satisfy customers' needs and bring profit for company. In general, the marketing function in the business always shows the following basic contents: Who are your customers? Where do they buy? How much do they buy? How do they buy? Why do they buy? What kind of goods do they need? What are the characteristics of that commodity? Why do they need that and not another? Are the current characteristics of the good still relevant for the good? What are the advantages and disadvantages of goods of the enterprise? Is there a need to change? Which properties need to change? What if I don't change? What will happen if we change? How should the price of the goods be and how much? Why set a price like that and not another price? Is the previous price still appropriate? Should increase or decrease? How much increase or decrease, when is appropriate? Change with which customers, which goods? Should businesses organize their sales by themselves or rely on other intermediaries? When to bring goods to market? How much volume put? - How do customers know, buy and love the products of the business? Why should we use one method and not another? Do your goods need after-sales service? What kind of services are you most likely to provide? Why? Why do businesses choose this type of service over another?. That is the problem that other than the marketing function no function can answer. 5 In short, the marketing function plays a very important role and is one of the four indispensable functions of the business (production function, financial function, human resource management function, and marketing function).
This requires businesses to pay attention to developing the marketing function if they want to survive and grow… 1. Overview of marketing communications: 1. Concept of marketing communication: According to Philip Kotler: “Marketing communication is the activities of indirectly or directly communicating information about the product and the business itself to the customer in order to convince them to trust the business as well as the product. , and buy products from the business ”.
(Source: Philip Kotler (1994), Marketing Management, Statistical Publishing House) Marketing communication has the basic purposes of informing, convincing and reminding the audience about the products and brands of the business. Through the message content, the business informs customers of the presence of the business or the product in the market, convinces them of the advantages of the product compared to competing products, and reminds them remember the product when the need arises. The role of marketing communications: Marketing communication is an important element that plays an important role in supporting other marketing - mix strategies. Other well-developed marketing strategies and tactics will help reduce communication activity.
However, there are very few services, mainly those provided in a competitive 6 environment that can ignore the role of marketing communications. In addition, today the product life cycle is shorter and shorter, so the viewpoint “Good wine needs no bush” is no longer relevant. Through marketing communication activities, businesses inform potential customers about the advantages, uses, values and benefits of products to consumers. Therefore, marketing communication helps businesses increase sales of existing products, create customer awareness and preference for new products, and build a good image of the business.