Driving brand awareness through integrated marketing communications

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉ LIBRE DE BRUXELLES

SOLVAY BRUSSELS SCHOOL OF

ECONOMICS & MANAGEMENT

MMCoM9

LU TRAN DINH

TRAN THI NGOC CHAU

DRIVING BRAND AWARENESS THROUGH

INTEGRATED MARKETING

COMMUNICATIONS:

AN EVALUATION ON

MANULIFE VIETNAM CAMPAIGN IN 2014

MASTER FINAL PROJECT

MASTER IN MARKETING AND COMMUNICATIONS MANAGEMENT

Academic Tutor: Prof. Nguyễn Quang Trung

Practicing Tutor: Mr. Lê Minh Đức

Ho Chi Minh City

Mar 2016

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STATEMENT OF AUTHENTICATION

This thesis belongs to the requirements of our Master in Marketing and Communications

Management course to implement training knowledge and practical know-how

knowledge into a master final project. With this specific aim and our interests in

integrated marketing communications for brands, this thesis was consequently came in.

Due to the requirement of non-disclose information from the company, some figures

and statistic results featured and used in this thesis were subject to be modified. We,

however, commit that the information provided will be sufficient to the thesis without

revealing confidentiality to the brand and Manulife Vietnam.

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ACKNOWLEDGEMENTS

We would like to express our gratitude to all professors of Solvay Brussels School of

Economics & Management and Ho Chi Minh City Open University for valuable

knowledge that you all had walked us through in our course of Master of Marketing and

Communications Management, academic year 2014- 2016.

We are also sincerely grateful to our tutors, Prof. Nguyen Quang Trung – academic tutor

and Mr. Le Minh Duc – practicing tutor for their aspiring guidance and valuable

constructive inputs to fulfill this thesis.

We also want to show our warm thanks to our families to give us supports and

encouragement during our course and during the time doing this thesis.

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CONTENTS

CHAPTER 1: INTRODUCTION

1.1 Rationale and Background

1.2 Executive Summary

1.3 Objective of the Thesis

1.4 Scope and Constraints

1.5 Structure

CHAPTER 2: LITERATURE REVIEW

CHAPTER 3: MARKET AND COMPANY REVIEW

3.1 Market Overview

3.2 Company Review

3.3 Manulife Vietnam Business Model Canvas

3.3.1 Customer segment

3.3.2 Value proposition

3.3.3 Customer relationship

3.3.4 Channels

3.3.5 Revenue

3.3.6 Key activities

3.3.7 Key resources

3.3.8 Key partners

3.3.9 Cost structure

3.4 Competitive Analysis

3.4.1 Porter 5 Forces analysis

3.4.2 SWOT analysis

3.5 Customer Analysis

3.6 Product Analysis and Distribution Channels

3.6.1 Product

3.6.2 Distribution Channels

3.6.2.1 Agents

3.6.2.2 Partnership Distribution

3.6.2.3 Direct Marketing & Tele Marketing (DMTM)

3.6.2.4 Micro Insurance channel

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CHAPTER 4: MARKETING REVIEW

4.1 Marketing Objective

4.2 Marketing Campaign in 2014

4.2.1 Campaign objective

4.2.2 Campaign integrated channels

4.2.3 Campaign microsite

4.2.4 Campaign timeline

CHAPTER 5: MARKETING CAMPAIGN ANALYSIS

5.1 Macro-model of Communication Process

5.2 Micro-model of Consumer Responses

5.3 KOTLER’S EFFECTIVE IMC MODEL

5.3.1 Target Audience

5.3.2 Objective

5.3.3 Design Communications

5.3.4 Select Channels

5.3.5 Establish budget

5.3.6 Decide on marketing communication mix

5.3.7 Measure communication result

5.4 CONCLUSION

CHAPTER 6: ASSESSMENT AND RECOMMENDATIONS

6.1 Strategy

6.2 Implementation Plan

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ABBREVIATIONS

AMA American Marketing Association

APE Annual Premium Equivalent

B2B Business to Business

B2C Business to Customer

CEM Customer Experience Management

CPC Cost per Click

CRM Customer Relationship Management

CSR Corporate Social Responsibility

DMTM Direct Marketing & Tele Marketing

FB Facebook

GDN Google Display Network

GDP Gross Domestic Production

IMC Integrated Marketing Communications

IoT Internet of Things

KPI Key Performance Indicator

MDRT Million Dollar Round Table

MVL Manulife Vietnam Limited

OOH Out Of Home

PR Public Relation

SEM Search Engine Marketing

SEO Search Engine Optimization

STP Segmentation - Targeting - Positioning

TVC Television Commercial

WOM Word of Mouth

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LIST OF FIGURES

Figure 1.1: Correlations between awareness and image

Figure 1.2: Integrated Marketing

Figure 1.3: Marketing Metrics

Figure 3.1: Business Model Canvas

Figure 3.2: Vietnam Life-Insurance Market Share

Figure 3.3: Porter 5 Forces analysis

Figure 3.4: SWOT analysis

Figure 3.5: Value Proposition Canvas

Figure 4.1: Manulife branding roadmap

Figure 4.2: IMC Campaign timeline

Figure 4.3: Microsite is the landing page of IMC Campaign

Figure 5.1: Element in the Communication Process

Figure 5.2: Response Hierarchy Models .

Figure 5.3: Top 100 valuable brand by Interbrand (2015)

Figure 5.4: Brand Metrics

Figure 5.5: KOTLER’S EFFECTIVE IMC MODEL

Figure 5.6: Possible levels of Segmentation

Figure 5.7: IMC master plan timeline

Figure 5.8: Cost Effectiveness of three different communication tool

Figure 5.9: Advantages and Limitations of Major Media types

Figure 6.1: IMC STRATEGY mind map

Figure 6.2: Start-Up search trend in Vietnam

Figure 6.3: IMC implementation timeline