February 2016
The main goals of this PR and Communications plan are to educate consumers about the brand and increase brand resonance within the Vietnamese luxury market.
The plan is divided as followed:
1. Key facts about Vietnam, the luxury market, and local consumers behavior
2. IMC campaign and implementation details (focus on branding)
3. Conclusion and recommendations
3. Almost ½ of the population is under 30
Fastest growing economy in South-East Asia
Many young people study abroad (in/out of Asia)
and come back to work in Vietnam
Consolidation of middle class and emergence of
wealthy class
Vietnam recently signed the TPP (Trans-Pacific
Partnership = More foreign investments)
The national flower of the country is a Lotus
4. Growing competition between luxury brands
Counterfeit side market in Vietnam
Lack of local-centered branding/marketing efforts
Markets highly concentrated in Hanoi and HCM
City
Buyers are mainly women (wives of elite men tend
to spend a hefty amount)
Accessories and cosmetics sales > RTW sales
5. Buyers purchase luxury goods to display their
success and parade their status
Shopping Tourism out of VN (Tax refunds, limited
editions)
Younger generation does not show signs of brand
loyalty
Word-of-mouth (WOM) and celebrity
endorsements influence sales greatly
6. Consumers have become finicky
Celebrities are seen as trendsetters
Rising elite in other cities such as Da Nang, Can
Tho, etc.
The younger generation is more receptive to
marketing (Fashion magazines, Social media,
Digital marketing)
Marketing approach needs to include a WOM
strategy
9. Brand personality: chic, young, modern yet timeless,
romantic, feminine, dainty as a flower
Dior has always been devoted to embellish the natural
beauty of women with an authentic touch of French
elegance
During his time at Dior, Creative director Raf Simons
managed to add a new ingredient to the Dior
look: accessibility.
Therefore, the campaign message will focus on 3 aspects:
10. If Vietnam was a garden, its women would be the flowers.
The beauty of the yard is indisputable ,yet each flower has
its own silhouette and bouquet. Nowadays, Vietnamese
women are able to choose their own path to blossom
The lotus flower (Hoa sen) will be the symbol of the
campaign
“The flower grows in muddy water and rises above its
surface to bloom with remarkable beauty” – A subtle
comparison can be made with Vietnam’s flourishing
economy
Rose quartz and Serenity (Colors of the year 2016,
Pantone ) will be the colors of the campaign – both to be
Tagline:
12. Objective
To reinforce the brand recall in the
consumer mindset
Strategy
Choosing a suitable local celebrity
will help associate the brands image
to identical personalities – The
ambassador will endorse multiple
brand activities
Impact
Gain of brand awareness
Raise customer engagement
The start of an efficient WOM strategy
Increase online traffic (social media)
13. ‘Chi Pu’ (Nguyen Thuy Chi)
22 years old
Actress/Singer/Dancer/VJ/Prod
ucer/Director
Active in charity works
She speaks English
Bubbly, young, playful, popular
and sincere. She has a similar
personality to J Law
14. Chi Pu is an absolute
fan of Dior
Her Facebook page has
more than 7M likes
Upcoming Female
Actress of the Year (Elle
Style awards 2015)
Renowned fashionista
As she matures, she
becomes more feminine;
her ladylike beauty is
blooming
15. Back in 2012,
Jennifer
Lawrence, at
only 22,
became the new
face of Dior
The
collaboration
has proven to
be successful –
She has been
20. Objective
To engage with the talents of the local
fashion scene; build brand
attachment
Strategy
Becoming long-term sponsors of local
fashion school(s)
Collaborating with a fashion
schools/fashion magazines (contests,
etc.)
Impact
Brand exposure – Media/Public
Educate consumers about Dior
Positive recognition from the public
21. Hoa Sen university
(HMCC) has produced
internationally rewarded
designers – The schools
emblem is also a lotus
flower
Vietnam has its fashion
week and diverse local
international fashion
editorials
22. Objective
To provoke a positive emotional
response from locals towards Dior
(Ideal date: 8th March - Women’s
Day)
Strategy
Hand out a rose-quartz lotus flower to
each woman that visits Dior at the
shopping malls in HN and HMCC
Impact
Raise brand awareness
Create a positive emotional response
Motivate brand recall
Create a marketing buzz
Galvanize WOM
23. Hand-picked men will be
wearing serenity blue suits
and will be assigned to
give lotus flowers to female
visitors of the Trang Tien
Plaza and Vincom Center
If the lady is accompanied,
the flower will be given to
the boyfriend/husband
24. Objective
To reinforce the brand equity in the
consumers mindset
To demonstrate Dior savoir-faire
Strategy
Create a temporary opened/closed
exhibition in the center of two
shopping malls – Outfits made
exclusively of lotus flowers will be
showcased
Impact
Positive PR
Strengthen existing alliances
Galvanize WOM
25. Dior exhibitions are
always well received
The brief exhibition will
showcase three famous
Dior “outfits” recreated with
the exclusive use of local
material which will be
executed by local talents
Hanoi and HMC will
showcase different outfits
27. Objective
To establish an exclusive and
privileged community around Dior
Vietnam
Strategy
Organizing a seasonal dinner event
(2x/year) and deliver an exclusive
brand experience to VIP
customers/social influencers/trend-
setters
Impact
Increase Brand Resonance (loyalty)
Create a long-term relationship with
social influencers/customers
Create casual brand ambassadors
Attract new customers based on envy
28. The female invitees will be
selected and invited based
on their social influence
The seasonal dinner is
aimed to provide an
exclusive experience
The allure of prestige and
distinction can prove
irresistible to affluent
customers
29. During the event, invitees
will be offered
entertainment, a full course
meal, and some pampering
Invitees will also received a
small token of affiliation –
A small piece of jewelry
If successful, a permanent
Dior Club will be created –
The Dior Secret Garden
(Limited members)
32. Vietnamese customers will feel as valued as
Western customers
Value created: Current and next generation of
customers understand Dior better
Reinforced brand equity into the mind of
consumers
Understanding the emotional benefits of
having a Dior product
Start of a Word-of-mouth strategy that will
support future marketing efforts
33. Association of Dior products as symbols of
high status in Consumers mind
Increase of Brand Resonance and expansion
customers base
Boost of customer engagement: Customers
will become partners
Strengthened relationship between Dior ltd
and Vietnam
Creation of a local community of Dior
ambassadors and advocates
34. Opening a Dior café in Vietnam – The locals
love to have drinks on café's terraces
Reinforce brand image (Association with the
French/local culture)
To set a loyalty program as the sales climb up
Raise brand resonance
Getting involved with local charity organizations
Boost customer engagement with the brand