ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG ĐẠI HỌC KINH TẾ NGUYỄN VĂN VƯỢNG FURTHER UNDERSTANDING ON INTEGRATED MARKETING COMMUNICATION (IMC)-ESSENTIAL IMPLICATIONS TO PLAN AN EFFECTIVE IMC CAMPAIGN IN VIETNAM AUTOMOBLE INDUSTRY Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 05 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS. Vũ Huy Thông Th.S Nguyễn Việt Anh Hà Nội – 2007 TABLE OF CONTENT ABSTRACT. 2 LIST OF ABBREVIATION.3 LIST OF TABLES. NECESSITY OF THE THESIS.
KEY RESEARCH AREA. Data analysis method. Data presentation and data analysis. CONTRIBUTION OF THIS THESIS.16 CHAPTER 1 LITERATURE REVIEW.
PRIOR CONCEPTS TO UNDERSTAND INTEGRATED MARKETING COMMUNICATION. The Changing Role of Marketing. The marketing mix. INTRODUCTION TO INTEGRATED MARKETING COMMUNICATION.
The Integrated Marketing Communication Process Model. The concept of Integrated Marketing Communication. The revolution of IMC. Major reasons leading to the revolution of IMC.
APPROACH OF IMC IN AUTOMOBILE. The IMC Concept in Automobile. History of Marketing Communication in Automobile. THE IMC PLANING PROCESS MODEL.
Identifying the target audience. Determine objectives of communication. Design the message. Selecting Communication Channels.33 Directed communication channel (Personal communication channels).
33 Indirect communication channel (Non-personal communication channels). Establish the budget. Deciding on the Marketing Communications Mix. Manage the Integrated Marketing Communications Process.
MAJOR TOOLS USED IN AN IMC CAMPAIGN.37 Overview of the promotion mix. 38 The Five Ms (5Ms) of Advertising. 41 Sales promotion purposes. 41 Sales Promotion type and sales promotion tools.
41 Steps in Sales Promotion Program Development. 42 Direct Marketing Tools. 42 Steps in Developing a Direct-Mail Campaign:. Interactive/internet Marketing.
Public Relation and Publicity.44 6 Publicity and Public Relation. THE IMC SYNERGY MODEL. CONCEPTUALIZATION AND FRAME OF REFERANCE. Frame of Reference.
48 CHAPTER 2 CASE STUDIES. The IMC Planning Process in GM Daewoo Vietnam. The IMC Planning Process Ford Vietnam. The IMC Planning Process In.61 GM Daewoo Vietnam.
The IMC Planning Process of Ford Vietnam.67 CHAPTER 3 FINDING AND IMPLICATION. IMPLICATIONS FOR IMC PLANS OF GM DAEWOO VIETNAM AND FORD VIETNAM. Implications for IMC Planning Processes of GM Daewoo.69 Vietnam and Ford Vietnam. Implications for existing IMC campaigns of Vietnam automobile ventures.73 Media As A Matter of Communication.
79 Advertising As A Matter of Communication. 82 Demography As A Matter of Communication. Examples of IMC Impacts.86 An example of IMC impact-Ford Vietnam. 86 An example of IMC Impact-GM Daewoo Vietnam.
IMPLICATION FOR EXISTING THEORY.90 7 Perception of IMC Benefit. 90 Organizations’ (Clients’) perception of IMC benefit.91 The agency’s perception of IMC Benefit.92 Audiences’ perception of IMC benefit.97 LIST OF REFERENCES. ADVERTISING’S HISTORY AND EVOLUTION. VIETNAM AUTOMOBILE INDUSTRY.
GM DAEWOO’S MEDIA PLACEMENT SCHEDULE. VIETNAM AUTOMOBILE PROMOTIONAL ACTIVITIES. INTERVIEW QUESTIONS-IMC PLANNING PROCESS. CONSUMER’S INTERVIEW QUESTIONS.
A SUCCESSFUL IMC CAMPAIGN. LIST OF INTERVIEWEES (HANOI AND HOCHIMINH CITY-EXTRACTED).131 8 LIST OF ABBREVIATION ABBREVIATION ANNOTATION ADV(S) OR AD(S) ADVERTISING(S) AFTA ASIAN FREE TRADE AREA AIDA AWARENESS, INTEREST, DESIRE AND ACTION AMA AMERICAN MARKETING ASSOCIATION BTA BILATERAL TRADE AGREEMENT CBU COMPLETELY BUILDING UNIT CKD 1 COMPLETE KNOCKDOWN KITS, TYPE 1 FDI FOREIGN DIRECT INVESTMENT GDP GROSS DOMESTIC PRODUCTIVITY U.S OR USA UNITED STATE OF AMERICA IMC INTEGRATED MARKETING COMMUNICATION MARCOM MARKETING COMMUNICATION PR PUBLIC RELATION SCT SPECIAL CONSUMPTION TAX SKD SPECIAL KNOCKDOWN KITS SOE STATE OWN ENTERPRISE VAT VALUE ADDED TAX WTO WORLD TRADE ORGANIZATION 3 LIST OF TABLES EXHIBIT PAGE Exhibit 1. The IMC process model 21 Exhibit 2. The promotional mix model 22 Exhibit 3.
Product life cycle 35 Exhibit 4. Product life cycle and promotion mix strategy 36 Exhibit 5. Frame of Reference 49 Exhibit 6. GM Daewoo’s IMC Planning Process 55 Exhibit 7.
GM Daewoo’s IMC tools 55 Exhibit 8. GM Daewoo’s Promotional Strategies 56 Exhibit 9. Ford Vietnam’s IMC Planning Process 58 Exhibit 10. Ford Vietnam’s Major IMC Tools 60 Exhibit 11.
Comparison of Kottler’s and GM Daewoo’s IMC Model 61 Exhibit 12. GM Daewoo’s IMC Action plan 63 Exhibit 13. Comparison of Kottler’s and GM Daewoo’s IMC Model 65 Exhibit 14. Comparison of GM Daewoo’s and Ford’s IMC Model 67 Exhibit 15.
IMC Planning Models Adjusted for GM Daewoo and Ford 72 Exhibit 16-26. Automobile Consumer Survey on IMC 74 Exhibit 27. Vietnam Advertising Market, 2004 79 Exhibit 28. Top ten advertising brands, 2004 80 Exhibit 29.
Customer view of GM DAEWOO (1) 89 Exhibit 30. Customer view of GM DAEWOO (2) 89 Exhibit 31. Client’s Perceived Benefit of IMC 92 Exhibit 32. Agencies Beliefs about IMC Benefit 93 Exhibit 33.
IMC Planning Process Proposed for Automobile Ventures 95 4 INTRODUCTION 1. NECESSITY OF THE THESIS Compared with other industries, Vietnam automobile industry is a very fresh one, only over ten-year since foreign ventures jumped into the market. Despite of the fact that current market size is small and certain disadvantages, Vietnam automobile market is promising; the industry is predicted to be one of the key industries of the nation in near future. Beside familiar ventures, such as GM Daewoo, BMV, Mercedes, Ford, and Toyota that operate as different legal economic entities…the market also attracts emerge domestic assemblers.
Even though ventures are leading automobile manufactures around the world, experienced on different markets, they now meet certain difficulties in Vietnam-the market is described as a particular environment. How to plan an effective marketing communicational campaign? How to communicate with consumer in most effective way? Is current promotional program appropriate? These always matter to automobile marketers This thesis was written with the subject of “Further understanding on Integrated Marketing Communication (IMC)-Essential implications to plan an effective IMC campaign in Vietnam automobile industry” expected to ease up above questions. The thesis partly fulfills requirements for the degree of master of business administration. PURPOSE The main purposes of this thesis are: ―Further Understanding on Integrated Marketing Communication‖ and the exploration of how Integrated Marketing Communication campaigns have been planned and developed by Vietnam Automobile ventures.
From analysis and comparisons, findings and implications are drawn; these can be references for automobile marketers and marketing communication agencies as implications to plan an effective integrated marketing communication campaigns. KEY RESEARCH AREA This thesis presents basic concepts of Integrated Marketing Communication. Especially, the thesis focuses on two automobile ventures, GM Daewoo Vietnam and Ford Vietnam, which have been chosen as two case studies. To affiliate the studying purpose, it is also essential to see consumer‗s perception of automobile IMC campaigns as well as to take a look on Vietnam Advertising Industry.
Major data in this thesis were collected in the first half of 2005 4. Research purpose Generally, due to studying purposes, there are three correspond types of techniques 1 to carry out a research: Exploratory, Descriptive and Causal Exploratory is especially necessary when don‘t understand the issue at hand very well or there is no clear theory for it. Exploratory helps develop ideas, issues, and possible answers to questions and finally it defines constructs of interest. The aim of exploratory is to acquire basic knowledge within the problem Descriptive research simply describes, but does not directly link outcomes to particular causes, for example 95 percent of online consumers are satisfied with their online shopping experiences Causal research seeks to relate specific outcomes to the variables that are causal of the outcomes.
Three following conditions must be satisfied for a causal research: One variable must precede the other in time Alternative explanations for findings should be ruled out Nomic necessity -- The ―causal link‖: ―Do we have reason to believe that the relationship makes sense‖ Due to the fact that I do not intend to explain reasons behind IMC planning decisions of Automobile manufactures; instead of that, I focus on describing how 1 Causal sometime called Explanatory 10 IMC is planned in some Vietnam automobile firms and used it as material to compare with marketing theories and from that general findings and implications drawn out. As the result, descriptive research is mainly in use. This is the appropriate way to further understand on IMC as presented in introducing page: ―Further understanding on Integrated Marketing Communication (IMC)- Essential implications to plan an effective IMC campaign in Vietnam automobile industry” b. Research Approach There are two ways to address a problem when conducting a research; they are qualitative research and quantitative research.
According to Yin, the focus of qualitative research is ―not numbers but on words and observations, stories, visual portrayals, meaningful characterizations, interpretations and other expressive descriptions‖. On the other hand, quantitative research usually used to determine the quantitative or extension of some phenomena with numbers. Qualitative research uses a coded identifier to assist in checking and cleansing the data set. Code responses logically, include codes for non- responses, refusal to answer, and non- applicable Qualitative ―purists‖ argue that their research may be less ―precise,‖ but it increases understanding, allows for complexity and depth In response, quantitative ―purists‖ find qualitative research to be ―fuzzy‖ and ―subjective‖, (Wolfinbarger).
In this thesis I used both quantitative method and qualitative method, they can support each other to affiliate the researching purpose. Research Strategy Strategy is the way to conduct the research. There are many research strategies; according to marketing statisticians, these following strategies are often in used: Experiment, Survey, Archival Analysis, History and Case Study. Experimental research systematically changes the level of one or more independent variables and seeing the impact on the outcome variables Survey are the same information (variables) collected from a number of cases 11 and form a data set or grid Archival Analysis is based on secondary data collected by someone else for other purpose.
The problem with Archival Analysis is that the data used for other purpose. However, Archival Analysis is proven if current research purpose close with previous research purpose or current researcher fairly understand about the previous research History Analysis is most alike with Archival Analysis because both of them are used historical data but History Analysis use data collected with the same purpose by some one else. The problem with History Analysis is timely issue and concerns about the reliability of the research. For Archival Analysis and History Analysis, there are necessary questions used to evaluate secondary data are: Who collected it? Why was it collected? How was the data collected? What data were collected? When was the data collected? Do multiple sources indicate the same conclusions? Case Study is often used when the research less involves in complex objectives and phenomena.
Case Study let researcher easy to compare among cases to find out the most appropriate solution for the problem. However, if the purpose of the research related to a larger field which involves many variables and objects in different areas, case study is no longer proven because a case study considered as a single observation According to the research purpose, to further understand on IMC Planning Process in a typical industry like Vietnam Automobile Industry, the appropriate strategies for the research are: Case Study and Archival Analysis since the problem addressed is not complicated and there are only over ten automobile ventures in Vietnam. In addition to that, to fulfill the purpose of the research, other strategies also employed. Data collection There are different sources of evidences for data collection.
They are: Observation, Focus Group, In-depth Interview, Projective Techniques, Grooming Study, Survey, Documentation, Market check, Artifact and Archival Record… Since strategies of the research are mainly Case Study and Archival, appropriate data collection methods correspondingly are Interview, Archival Record and Documentation Interview considered as main source of data collection. Three common ways to conduct an interview are: Open-end: the respondent freely answer the question Structured interview: Respondents are asked about certain issue Focus group: A loosely structured interview conducted by a qualified moderator among a small number of informants simultaneously.