This is the project for Introduction to Advertising course at RMIT University Vietnam.

1. Lecturer: Cristina Nualart (Group 2)
Name: Lee So Hyun (s3357820)
Phan Truc Anh (s3461747)
Le Kim Anh Thu (s3462684)
Ho Gia Hoang (s3466586)
Ben & Jerry’s Ice Cream
MKTG1294 Intro to Advertising S3, 2013
RMIT electronic submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and
agree to the content and expectations of the Assessment declaration.

2. Target Audience
Geographics:
 Location: Ho Chi Minh City & Ha Noi
Demographics:
 Age: 25-34
 Income: middle - high
Psychographics:
 Personality: fun-loving and outgoing
 Values: innovators & experiencers
 Lifestyles: affluent and pleasure seeking young adults
Buying Behaviour:
 Awareness and intentions: unaware of B&J’s brand
Benefit sought:
Needs: relax through experience innovative tastes and feel self-esteem
by premium ice cream.

3. Communication & Action objectives
In 4 months of the springtime of 2014:
• 80% of the T.A know that Ben & Jerry’s officially comes to
Vietnam;
• 80% of the T.A are aware that B&J’s have unique flavours.
Communication Objectives

4. Communication & Action objectives
Action Objectives
During 4 months in the springtime of 2014:
• To reach 240,000 visits the scoop shops;
• To get 2,000 people joining in Ice Cream day event on
March 15th 2014;
• To encourage 3,000 trials B&J’s ice cream in Ice Cream day
event on March 15th 2014;
After 4 months of the springtime of 2014:
• To get 100,000 likes on Ben & Jerry Vietnam fan page on
Facebook.

5. Key Message
Ben and Jerry’s bring you unique
and innovative flavours

6. Creative concept and Executions
Big idea: Be A Unique Mix
Creative concept:
• Ben and Jerry’s ice cream is
innovative as made by unique
elements mixed.
• This is like people who are
comprised of many things in
their appearance, personalities
and characteristics.

7. Creative concept and Executions
Execution:
How we want customers to feel?:
A fresh, dynamic, young mood and
innovative.
Description:
-Ben & Jerry’s Logo;
-Packages;
-Two different elements in parallel.

8. IMC
tools
Advertising
Sales
promotion
Point of
Purchase
Public
Relations
IMC tools

9. IMC tools - Advertising
 Print - advertising on newspapers (Tuoi Tre) and magazines
(Tiep Thi Gia Dinh, Cosmopolitan, Heritage);
 Online advertising with digital banners on news websites
(VNExpress, Dan Tri) and Facebook;
 Out-of-home advertising with digital posters in shopping
malls (Diamond Plaza, Crescent Mall, Vincom Center A, Trang
Tien Plaza, Vincom City Center).

10. IMC tools - Advertising

11. IMC tools - Public Relations
 Event 1 - Press conference
Date: January 2nd 2014;
Place: New World Hotel;
Activities:
Announcing to launch Ben & Jerry’s
to Vietnam;
Questions & Answers.

12. IMC tools - Public Relations
 Event 2 – B&J’s Ice Cream Day
Date: March 15th 2014;
Place: Crescent Mall;
Activities:
Eating ice cream competition;
Games related to B&J’s ice
cream;
Giving trials;
Celebrity endorsement:
Ho Ngoc Ha, My Tam, Tran Thanh.

13. IMC tools - Public Relations
 Social Media: Facebook fanpage
 Updating news and photos;
 Informing the events and promotions;
 Responding to customers’ questions.

14. IMC tools – Sales Promotion
 Discount:
20% discount on specific
days like Valentine Day,
Women’s Day, Liberation
and Labor Days, etc;
10% discount for who
checks in Facebook at
B&J’s scoop shops in
January.

15. IMC tools – Point of Purchase
• Brochure
• Leaflet
• Menu
• Poster

16. Media Objectives
To reach 65% of the target audience at least once in January, 2014;
To sustain awareness by reaching 20% of the target audience at
least once a month in the following three months.

17. Scheduling Pattern
Pulsing pattern:
• “A low level of continuous advertising is accompanied by a
series of advertising burst across the campaign.” (Dix, S 2010)
• “It best fits product categories that are sold year-round but
have heavier concentrations of sales at intermittent periods.”
(Smith, D 2010)

18. Scheduling Pattern
‘Be A Unique Mix’ campaign will focus on January and March:
• January : attract brand awareness of the launching of B&J’s
in Vietnam;
• March : Increase the brand awareness;
• February and April: maintain the brand awareness.

19. Budget Allocation
98,000
37,500
10,000 12,000
50,000
25,000
10,000 15,000 5000
0
20,000
40,000
60,000
80,000
100,000
120,000
IMC Tools

20. Budget Allocation
36%
14%4%
5%
19%
9%
4%
6%
2%
Budget Allocation By Percentage
Print Advertising
Online Advertising
Out-Of-Home Advertising
Celebrity Endorsement
Event
PR Articles
Social Media
Sales Promotion
Point Of Purchase

21. Media Flowchart

22. Media Flowchart

23. Campaign Evaluation
 Brand awareness evaluation: Customer surveys;
 Action objectives evaluation:
 Count the number of visitors to scoop shops;
 Count the number of samples distributed before and after;
 Count the number of people attending in the event;
 Count the likes on Facebook;
 Sales promotion effectiveness evaluation:
Calculate Percentage of sales increases before and after
the promotion period.

24. References
Admicro, ‘Dan Tri – Media Kit’, Admicro, viewed 23 December 2013, < http://in.admicro.vn/uploads/tin-
tuc-tong-hop-14/admicro_baogia_cpd_dantri_com_vn_15_11_13_14_11_14.pdf>.
Ben & Jerry’s Ice Cream, n.d., ‘Our Flavors’, Ben & Jerry’s, viewed 6 December 2013,
<http://www.benjerry.com/flavors/our-flavors#>.
Ben & Jerry’s, n.d., facebook, <http://www.benjerry.com/flavors/our-flavors#>.
Dix, S 2010, ‘The media plan – scheduling and budgets’, Media Planning in Action, Chapter 11, 2nd edn.,
Cengage Learning, Australia.
Lua Viet Media, ‘Herritage – Media Kit 2013’, Lua Viet Media, viewed 23 December 2013,
< http://luaviet.co/vn/media/2012/09/LUA-VIET-HERITAGE-2013.pdf>.
Lua Viet Media, ‘Tuoi Tre – Media Kit 2013’, Lua Viet Media, viewed 23 December 2013, < http://luaviet.
co/vn/bang-bao-gia-quang-cao-bao-tuoi-tre-ngay-2013.lv>.
Lua Viet Media, ‘VNExpress – Media Kit 2013’, Lua Viet Media, viewed 23 December 2013, < http://luavi
et.co/vn/bang-gia-quang-cao-dang-tin-vnexpress-2013.lv>.
Sun Flower Media, ‘Cosmopolitan – Media Kit 2013’, Sun Flower Media, viewed 23 December 2013,
< http://sunflowermedia.com.vn/Quotes/Salekit%202013/COSMO_MediaKitTIeng%20viet_outline.pdf>.
Sun Flower Media, ‘Tiep Thi Gia Dinh – Media Kit 2013’, Sun Flower Media, viewed 23 December 2013,
< http://sunflowermedia.com.vn/Quotes/Salekit%202013/TTGD_SaleKit_VN_Print.pdf>.
Sissors, J & Baron, R, ‘Scheduling’, Advertising Media Planning, Chapter 8, 7th edn., McGraw-Hill, US.

25. Thank you for your listening!