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Team3 Final Report Brand Management A01E
quản trị thương hiệu (Trường Đại học Kinh tế - Tài chính Thành phố Hồ Chí Minh)
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2022
FINAL
REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
LECTURER: MBA. TRƯƠNG QUANG VINH
TEAM 03
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TABLE OF MEMBER CONTRIBUTION LEVEL
TEAM 03
No.
Name
Code
1
TRẦN LÊ HOÀNG NHI
185010405
Percentage
(100%)
Signature
I.
Market Research
II.
Marketing mix
1. SWOT Anaysis
100%
NHI
90%
HẠ
Description
2
NGUYỄN VŨ ĐAN HẠ
185040431
II.
Marketing mix
2. Marketing 4Ps Analysis
III.
STP
1. Target Segmentation
2. Positioning
3
VÕ THỊ PHI NHUNG
185011094
IV.
Brand Strategy
100%
NHUNG
4
HUỲNH TRUNG NGUYÊN
185012211
V.
IMC Plan
100%
NGUYÊN
*All members agree with the above table.
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BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
TABLE OF CONTENTS
Market Research ....................................................................................... 1
I
1
Overview – The Furniture Industry In The Last 10 Years ................... 1
2 Demand For Home Furniture Products In The Domestic Market Is
Increasing ..................................................................................................... 1
3
Market Surveys From Vinaresarch ....................................................... 1
4
Conclusion .............................................................................................. 2
II
Marketing Mix ............................................................................................ 3
1
SWOT Analysis ....................................................................................... 3
III STP ............................................................................................................. 4
1
Target Segmentation ............................................................................. 4
2
Positioning .............................................................................................. 4
IV Brand Strategy........................................................................................... 5
1
Brand Compass ...................................................................................... 5
1.1. Brand Purpose Created – Key Marketing Problem ....................... 5
1.2. Vision ................................................................................................ 6
1.3. Mission .............................................................................................. 6
1.4. Core Values ...................................................................................... 6
2
Company Culture ................................................................................... 6
3
Brand Personality .................................................................................. 6
4
Brand Name And Slogan ....................................................................... 7
5
Brand Identity ......................................................................................... 8
5.1
Logo design ...................................................................................... 8
5.2
Brand colors ..................................................................................... 9
5.3
Font system used ............................................................................. 9
5.4
Form / Shape .................................................................................. 10
5.5
Visit card ......................................................................................... 10
5.6
Website ........................................................................................... 10
6
Brand Voice And Message .................................................................. 13
7
Customer-based Brand Equity ........................................................... 14
V
IMC Plan ................................................................................................... 16
1
Objective ............................................................................................... 16
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2
Key message ........................................................................................ 16
3
Time ....................................................................................................... 16
4
Core insight .......................................................................................... 16
5
Competitors .......................................................................................... 17
6
Positioning ............................................................................................ 17
7
Campaign Targeted Audience ............................................................ 17
8
Action Plan ........................................................................................... 17
9
Phase 01 (01/04/2022 – 30/04/2022): Preparation .............................. 18
10 Phase 02 (01/05/2022 – 31/05/2022): Pre-Event ................................. 19
11 Phase 03 (01/06/2022 – 01/07/2022): Main Event ............................... 22
11.1 Marathon Event - 01/06/2022 ......................................................... 23
11.1.1 Program information .................................................................. 23
11.1.2 Time and place .......................................................................... 23
11.1.3 Personnel ................................................................................... 24
11.1.4 Participants ................................................................................ 24
11.1.5 Prize ........................................................................................... 25
11.1.6 Online tickets registration method.............................................. 25
11.1.7 Rules for receiving the program’s race-kit ................................. 26
11.2 TVC – 15/06/2022 ............................................................................ 26
11.3 Plan For Launching Viral Clip – 01/06/2022 – 30/06/2022 ........... 27
11.3.1 Plan for launching TVC in brief .................................................. 27
11.3.2 Advertising Plan – 01/04/2022 – 30/06/2022 ............................. 29
12 Budget ................................................................................................... 31
13 Timeline ................................................................................................. 32
14 Monitoring ............................................................................................. 33
14.1 Problems ......................................................................................... 33
14.2 Solutions ......................................................................................... 33
15 Evaluation ............................................................................................. 33
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
I
Market Research
1 Overview – The Furniture Industry In The Last 10 Years
Vietnam has a long and distinguished history of manufacturing furniture
products for the domestic market, it has had only a single recognizable
furniture industry in the past 20 years. Today, the Vietnamese furniture
industry is one of the most dynamic in the world. It is currently the second
largest furniture exporter in the Asia-Pacific region and fifth in the world, after
China, Germany, Italy and Poland. In 2017, furniture exports were valued at
about 7.66 billion USD, increasing to 8.66 billion USD in 2018
2 Demand For Home Furniture Products In The Domestic Market Is
Increasing
According to statistics of the Italian Trade Office in Vietnam, the average
demand for wooden furniture in Vietnam is currently more than 21
USD/person/year. Calculating, the scale of domestic furniture consumption in
2018 has reached about 4 billion USD. In 2018, Vietnam spent nearly 500
million USD to import furniture, which is expected to continue to increase in
the following years.
3 Market Surveys From Vinaresarch
While men prefer two styles "Modern - convenient" and "Classic - luxurious"
over women, women also prefer styles "Elegant - elegant" and "Cosy harmonious" male.
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Approximately half of the respondents said that they would choose <Relaxing
Color Group= as the main interior paint color for their home. The next favorite
color groups are <Happy Color Group= (23.0%) and <Pure Color Group=
(17.8%).
Regarding interior materials, more than 4/5 survey respondents chose <Wood=
as their most preferred furniture material.
4 Conclusion
The Potential Of Vietnam’s Furniture Market Today
-
<Ignoring= the domestic furniture market.
According to a report on Vietnam's furniture market, Vietnam ranks first in
Southeast Asia, second in Asia and fourth in the world in terms of furniture
exports. In 2015 alone, in the European market, the total export turnover of
furniture reached US$7.2 billion and US$1.7 billion with home decoration
items.
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The development of the furniture manufacturing industry in Vietnam is
predicted to grow at a steady rate of 9.4% per year.
-
<Modern-comfortable= interior is prioritized by customers
According to industry insiders, "modernity - comfort" are the two factors that
customers prioritize in making interior design decisions. The attraction of
these two factors can be clearly seen in the behavior of consumers towards
the product.
II Marketing Mix
1 SWOT Analysis
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III STP
1 Target Segmentation
TYPE OF
SEGMENTATION
SEGEMENTATION
CRITERIA
Region
Age
Geographic
Gender
Occupation
Income
Social class
Lifestyle
Psychographic
TARGET CUSTOMER
SEGMENT
Urban Viet Nam (mainly
HCMC)
25-35
Males & Females
Office staff, housewife
> 15.000.000 VND
Worrking class
Middle class
Convenient
Modern
Tidy
Personality
Thrifty
Love beauty and
convenience
Save cost and space
Demand
Convenient
Compact
2 Positioning
o Phê Décor: Good price, but it takes a lot of space ➔ do not suit
for most of Vietnamese city house
o Vhome: It’s compact, but too expensive ➔ do not reasonable for
medium wage Vietnamese workers.
o To fullfill customer needs in both aspects: price and spacesaving, that’s why all C’furniture’s procducts are compact and
affordable price when opened only 1m wide and 1.5m high. When
folded and mounted on the wall, it is only 1m high x 0.5m wide.
The affordable price, suitable for most Vietnamese people, is 5-7
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million VND, with good product quality. Our products are mostly
made by walnut and natural wood.
IV Brand Strategy
1 Brand Compass
1.1. Brand Purpose Created – Key Marketing Problem
Ho Chi Minh City has the densest population in Vietnam, having to live in
small apartments with only 5-10m2 is not a very new story for people here.
Witnessing young people living in dormitories or small families with average
incomes, most of them face the same problem that the space is too tight to
place all furniture to serve their living needs and their families. Every nook and
cranny of the house was so packed that so difficult for them to put a feet in.
Most of them feel that life is too oppressive,they do not feel the inherent
comfort when coming home.
 C'furniture was born to solve that customer’s problem : lacking of
living space.
We realize that the "space-saving furniture" industry is a very potential
industry, with extremely large market demand. C'furniture's products focus on
smart products that save space by folding items that make their lives more
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organized and convenient. It helps them to form a comfortable lifestyle,
convenient and dynamic.
We believe that instead of shopping for a lot of furniture to feel full, we need
an open living space to have enough room to bring more important values into
our own lives.
In short: Smart furniture, space-saving; minimal lifestyle.
1.2. Vision
Make <Saving space= to become a kind of life-style.
Not only selling furniture, but we also sell modern, minimalist and productive
Japanese lifestyles called Minimalism or Danshari (だんしゃり). Saving living
space is not only an external benefit such as an airy space, easy cleaning ...
but it also benefits our own souls. When life becomes chaotic, people find
peace in life. The pace of modern life makes people yearn for simplicity and
happiness.
Becoming Top 3 <Space-saving= furniture suppliers in Ho Chi Minh City.
1.3. Mission
C'Furniture is dedicated to offering the greatest quality furniture goods in
Vietnam to the community, with its own respect, love, and sense of social
responsibility.
Changing the shopping habits of Vietnamese people: instead of buying a lot to
fill the void in the house, buy neat, multi-functional products to maintain
ventilation
-
1.4. Core Values
Integrity: Integrity, honesty in conduct and in all transactions
-
Respect: Respect yourself, respect the company, respect your partners.
-
Morality: Respect established standards and act ethically
-
Follow: Comply with laws, policies and regulations of the Company.
2 Company Culture
At C’furniture, we believe that what is good for our customers, is good for us
as well. Taking the interests of customers as the core value for all activities of
the company.Togetherness is at the heart of the C’furniture culture. We are
strong when we trust each other, pull in the same direction and have fun
together. We want to be a force for positive change.
3 Brand Personality
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Sincerity
Simple / Honest / Cheerful
Excitement
Spirited / Imaginative / Up-to-date
Competence
Intelligent / Effective
C'Furniture always tries to be creative and move towards product orientation
"Super beautiful - super durable" to users.
We always follow the motto of serving the best quality products and services
to customers.
Ready to accept the mission of serving the community with all his passion,
love for the profession, sincerity and talent.
4 Brand Name And Slogan
Brand name
C’Furniture
Slogan
Smart Design – Modern Life
<Thiết kế thông minh cho cuộc sống hiện đại=
The name C’Furniture has many meanings:
C- creative: create smart and trendy products.
C- connection: we emphasize the value of <connection=, especially the ones
between family members in your house.
C- comfortable: we aim at customer comfort. We want our customers to have
a comfortable life when using our convenient products. And feel comfortable
with our services.
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Slogan: <Smart Design- Modern Life=
<Thiết kế thông minh cho cuộc sống hiện đại =
"Modern life" in our perspective, entails more than just a high-class,
prosperous existence with high-class goods.
We place a premium on spiritual ideals. A simple, beautiful, and pleasant
"modern" lifestyle for living space that is liberal but not sloppy. Maintaining
family traditions, traditional Vietnamese values: "comfort is better than pride,"
simple yet constantly inventive.
5 Brand Identity
5.1 Logo design
Behind our brand story is the desire to bring customers the most comfortable
moments when they come home, so we choose the image of "Relaxing
Chair" to imply that customers come to C’furniture, there will be spacesaving interior solutions, no more stuffy and cramped spaces. Saving living
space is really benefit for your souls. When life becomes chaotic, people
desire comfy things in life.
Our products are mostly natural wood, so we choose to mix between two
colors: blue of peace and intimacy and green-color of nature, creating a
feeling of relaxation and safety for the family, users, giving viewers trust and
peace of mind.
The letter C covers the outside without " foot", to express the Japanese motto
"less is more" - which we always pursue.
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The design is streamlined, modern: we want to target a wide range of
customers, anyone can use our products. <Space-saving furniture= is always a
good solution for everyhome.
5.2 Brand colors
Blue: The most attractive color in the
spectrum, blue is associated with stability and
reliability. Blue is also a basic color that
represents modernity and is also very relaxing
to look at.
Green: Our products are mostly natural wood
such as oak, walnut. We wanted to bring a little
bit of nature into our brand.
5.3
Font system used
Extra ExtraBold is a new Omnibus Type font
designed by Pablo Cosgaya. Taste of Lowercase by
Sansita explores the relationship between typography
and calligraphy. The elegance of Sansita's uppercase
makes it a great choice for packaging, concise text,
branding, and taglines.
We combined it with a bit of roundness to
reduce a bit of grit, and give it a bit of fun.
We think our product needs a lot of
creativity and efficiency in it.
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5.4
Form / Shape
Round shape - is all about warmth
and fluff. We want to create a sense
of community, solidarity and love.
The rounded edges also create a
sense of completeness.
5.5
Visit card
5.6
Website
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6 Brand Voice And Message
Make it simple – but keep it smart!
We want the C’Furniture brand to be a strong, optimistic and trusted voice in
the world.
-
-
Be Different: We try to do things differently because it helps us create
new ideas. It makes us who we are. We respect the risks but never fear
them
Be clear: We want everything we say or do to be clear for everyone.
Let’s make common sense our common language.
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-
-
-
-
Be truthful: The best way to earn trust is to be truthful. To stand up for
what we believe in and be open about mistakes so we can learn and
improve
Be curious: We search for the insights that are hidden beyond statistics
and facts. That’s the best way to find creative solutions to everyday
problems
Be humble: Most people have limited financial resources. Let’s meet
them with humbleness and surprise them with big ideas esigned for
small budgets
Be proud: We try to make a difference in the world and take the
responsibility that comes with it. Show people that we are proud of our
vision and our products
We avoid flowery and confusing words, we always try to put effort and
creativity in what we write. We do not sell products to the rich, so the language
used is always simple, highly contagious and reliable.
7 Customer-based Brand Equity
Salience
A strong brand identity breath when consumers consider C'Furniture as an
option when making choices in diverse product categories such as convenient
foldable furniture, space-saving products, Minimalist lifestyle. At the same time,
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C'furniture is easily recognized for its strong community campaigns. C'furniture
emerges as a useful enterprise for the development of the community.
The level of brand awareness is moderate because the brand is not a top
concern when consumers consider buying furniture; C'Furniture targets product
categories: space-saving products. However, C'Furniture is relatively strong in
terms of strength and clarity regarding category membership, being among the
top brands in Ho Chi Minh City that customers will remember in this categories.
Brand Performance
The foundation of C’Furniture is its commitment to quality components.
C’Furniture uses only the finest wood, stainless steel which has long period of
lifetime for its products. This commitment to quality proves the products’
authencity. C’Furniture strong image as an affordable deluxe product brand
has allowed it to capture a larger market share. The prices of C’Furniture’s
products are relatively afforadable. They are said to provide excellent
customer service.
Brand Imagery
Although C'Furniture just recently established the brand. C'Furniture's blue
and green logo and store layout evoke a feeling of familiarity, allowing
customers to feel a sense of belonging and easily shop at the stores they visit.
The way of advertisements exudes sophistication and modernity. Slogan on
the logo conveys the message of quality spiritual life.
Brand Judgement
C’Furniture is a well-loved brand with consumers judging it to deliver good
quality at affordable prices. Its youthful vibes and strong associations with
versatility make it relevant to consumers living fast-lives in a constantly
changing world. This helps the brand to become perceived as a superior
brand than its immediate competitors.
Brand Feelings
Most consumers have a positive perception of C'Furniture. They think of
C'Furniture as a brand founded by young people, a brand that sells affordable
and effective products that can brighten their day. It's a brand that evokes a
sense of comfort, free from the demands of everyday life. When the home
space is spacious, they feel liberated from daily fatigue.
Brand Perception
As a brand, C'Furniture resonates with consumers. Consumers at a young
age use C'Furniture's products. Buyers feel happy and comfortable because
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the house is more spacious, so they will buy more products to optimize more
space.
As a furniture product, C'Furniture has a unique product portfolio that appeals
to many people. A close combination of modernity and comfort. Customers
consider C'furniture to be the first choice for an optimal space-saving solution.
V IMC Plan
1 Objective
-
-
Branding:
o Position C’Furniture as a supplier of space-saving furniture as
good quality and affordable price.
o Rate of awareness increases from 5%-20% in total of expected
consumer.
Media coverage:
o Draw the attention from the public and the media objective with
heavily emphasizes message, allowing them to understand about
the brand – Not only a retailer but also a brand name of sharing
and engagement.
o Level of understanding message: 20% in total of targeted
comsumers.
o Number of participants in the event Giving love on each step
2022: 500 people
2 Key message
- Concept Giving love on each step 2022:
o C’Furniture is the brand created to bring value to the community.
o The program is organized to connect benefactors and
disadvantaged children, to help them have enough conditions to
study.
3 Time
The plan runs in 03 months on the occasion of Internation Children’s
Day 01/06.
4 Core insight
The education of children is very important for the development of
society. However, there are many children in remote areas of Vietnam
who are lacking in learning conditions such as desks, chairs, and books.
There are many people who want to contribute and help the children but
cannot afford to come directly to support them.
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5 Competitors
o Phê Décor: Good price, but it takes a lot of space ➔ do not suit
for most of Vietnamese city house
o Vhome: It’s compact, but too expensive ➔ do not reasonable for
medium wage Vietnamese workers.
6 Positioning
o More compact
o More affordable price
o Best quality : natural wood, walnut wood,…
 Lacking of brand awarness
7 Campaign Targeted Audience
-
-
Primary Audience:
o Age: 25-35
o Gender: male – female
o Area: major cities and provinces
o Hobbies: interested in home appliances, interior and exterior
design
o Behavior:
▪ Usually use the phone, internet.
▪ Interested in durable, trendy and quality products.
▪ Pay attention to their living space.
o Potential groups: home community groups, design groups,
furniture groups, home items
o Potential Fanpage: Fanpage about interior design, home
appliances, high-class interior products
Secondary Audience:
o Age: 18-25
o Gender: male – female
o Area: major cities and provinces
o Behavior:
▪ Usually Online.
▪ Constantly teleporting
▪ Often follow their parents to shop for furniture
8 Action Plan
General action plan
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Phase 1
- Buliding
foundation
1/4- 15/4
Bulding a system
foundation
16/4 -30/4
Social Media
Planning
1/5 – 15/5
Phase 2
-Pre-Event
Advertising
Planning
16/5 - 31/5
Event & Pre-event
Planning
Run Pre-Event Plan
Planning TVC’S
Lauching
1/6 – International
Children’'s Day
2/6 – 8/6
15/6 -30/4
Phase 3
Producing TVC
Marathon Event
Release TVC
Run TVC’s
Lauching plan
Remain
9 Phase 01 (01/04/2022 – 30/04/2022): Preparation
- Content: Building a system foundation starts with <Who am I=.
- Main activities: Creating social media content
Please see the full version of the social media plan on the Excel file:
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10 Phase 02 (01/05/2022 – 31/05/2022): Pre-Event
- Content: Explosion of customers' attention to the brand event, creating coverage for the brand.
- Main activities: Marathon Event Planning
- Concept: PR in the form of sports activities
- Tool(s): Advertising, PR, Direct Marketing
Please see the full version of the Pre- Event Plan on the following link
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BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
Pre-event Plan In Brief
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
KPIs For The Event
Timeline
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
11 Phase 03 (01/06/2022 – 01/07/2022): Main Event
- Content: The meaning of the presence of C'furniture and increase brand awarness.
- Main activities: Marathon Event; Release TVC; PR activies.
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
11.1 Marathon Event - 01/06/2022
11.1.1
Program information
The program of giving love on each step 2022 is a running program co-sponsored and organized by C'furniture Co., Ltd.
A volunteer program in the form of community sports. With great meaning, C'furniture wants to spread social
responsibility from the very beginning.
Convert these scholarships into smart study tables and chairs so that disadvantaged children can have their own study
space.
C'Furniture hopes that students can complete their studies well by having a more comfortable study space, especially
during this pandemic with 100% online learning.
11.1.2
Time and place
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
Event areas
11.1.3
Personnel
11.1.4
Participants
Participants: The program is open to everyone who wishes and voluntarily
participates in the program.
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
Running track:
11.1.5
Prize
Prizes are according to the meaning of the program is of charity nature. In
order to support poor students in the city to have adequate education,
especially during this epidemic period.
Prizes for the 10KM run (Men's/Women's Prize):
Prizes for 5KM (Men's/Women's Prize):
11.1.6
Online tickets registration method
Registration channel: Register via website: http://cfurniture.com.vn/ or other
online and direct registration channels launched by the Organizing Committee
(link to Landing page)
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
11.1.7
Athletes
-
Rules for receiving the program’s race-kit
Athlete's ID/Passport (Hard copy or electronic copy)
Registration confirmation letter (Hard copy or electronic version)
Disclaimer (Hard copy)
Women Authorities
-
Power of attorney signed by the athlete (Hard copy)
Athlete's ID/Passport (Hard copy or electronic copy)
ID card/ID of the authorized person (Hard copy or electronic copy)
Registration confirmation letter (Hard copy or electronic version)
Disclaimer signed by the athlete (Hard copy)
11.2 TVC – 15/06/2022
TVC after the marathon event: GIVING LOVE ON EACH STEP 2022
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
-
11.3 Plan For Launching Viral Clip – 01/06/2022 – 30/06/2022
Timeline: 01/06/2022 – 30/06/2022
Tool(s): Advertising, PR, Social Media
Please see the full version of the Event on the following link:
11.3.1
Plan for launching TVC in brief
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
11.3.2
Advertising Plan – 01/04/2022 – 30/06/2022
- Tool(s): Advertising
Please see the full version of the Advertising Plan on the following link
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
Advertising Plan In Brief
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
12 Budget
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BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
13 Timeline
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
14 Monitoring
14.1 Problems
- The number of participants is too few
- People are not enthusiastic to attend the event.
- Unfavorable weather is too hot to place the game smoothly.
- Delaying of the event due to the pandemic.
- Participants get injuried when playing games.
-
14.2 Solutions
Focus on young people – they have enthusiasm and a big heart.
Encourage people that they can promote their health and also spend their free time helping needy children just by
their participation without any other contribution → Encourage peple to join the event.
First-aid kits and medical team.
Backup promotional activities in cases of delaying.
15 Evaluation
Objective
KPIs
Tool
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FINAL REPORT
BRAND MANAGEMENT (MGT1115E.A01E)
Lecturer: MBA. Trương Quang Vinh
Team: 03
Position C’Furniture as a Spacesaving and affordable price furniture
products supplier.
Percentage of customer consuming
products at C’Furniture.
Survey
Content analysis
Rate of awareness: Increases from
5%-20% in total of expected
consumers
Percentage call the brand in real life
and social network.
Percentage increase in views of TVC
on Youtube.
Google analytics
Facebook analytics
Media content analysis
Survey research
Youtube analytics
Level of understanding message:
20% in total of targeted consumers
Percentage of viewers empathetic with
the TVC.
Percentage of social media item
containing key messages (articles)
Survey
Monitoring tracking
Number of participants in the event
Giving love on each step 2022: 500
people
Percentage participants in attending
event
Statistics
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