EXECUTIVE SUMMARY

Realizing the great potential of the Vietnamese market, Converse decided to run a
campaign with two main goals of reminding the old customers and expanding the market
through promotional campaigns and product promotion. Analyzing the market,
identifying the main target customers are young and dynamic people. Besides the
demographic profile, the two psychological profiles differ between buyer groups and the
tendency to use their shoes. Therefore, a communication strategy using these media was
created. The strategy will use PR, advertising, sale promotion, outdoor and internet will
be the main media. This campaign is designed to emphasize the characteristics of
Converse shoes and weaken the objections of the target market.

COMPANY SUMMARY
Converse is an American shoe company that primarily produces skating shoes and
lifestyle brand footwear and apparel. Founded in 1908, it has been a subsidiary of Nike,
Inc. since 2003. Converse shoes are distinguished by a number of features, including the
company's star insignia, the All Star's rubber sole, smooth rounded toe, and wrap-around
strip. Converse manufactures its products under the Cons, Chuck Taylor All-Star, John
Varvatos, and Jack Purcell trade names. In addition to apparel and footwear, the company
sells other items through retailers in over 160 countries and through approximately 75
company-owned retail stores across the United States, and employed 2,658 in the U.S. in
2015. Converse's mission is to deliver personal service to our customers knowing that
soon we will be friends. Furthermore, Converse wants to give people the opportunities to
express themselves through their Converse shoes. They are best know for selling shoes as
well as clothing and their brand identity is identified with a star. Vision: Converse
towards simplicity, lightness, no fuss, suitable for all kind of clothes, all social class, is a
tool of footwear for everyone.

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 Converse started appearing in Vietnam market since 2003.

THE SHOES MARKET

According to data from the Vietnam Association of Leather - Shoes - Bags
(Lefaso), each year, the domestic market consumes about 190 million pairs of footwear,
but the domestic production only meets about 50% of demand. The remaining market
share is dominated by Chinese products in the affordable segment, Thai goods in the mid-
end segment and a small portion is the high-end goods of Japan, South Korea and world-
famous brands.

Vietnam has a young population structure, improved economic conditions and

quality of life. Young people gradually care more about taking care of themselves and
exercising health. Accompanying these activities is a pair of shoes with good quality and
affordable prices. With a market capital of US $ 1.5 billion and a growth rate of 1.8%
compared to the world standard of 1.6%, Vietnam is an interesting market for shoe
production companies worldwide.

For sports shoes market in Vietnam. Regardless of the fake and counterfeit factors,
the two brands that are competing fiercely in the market today are Nike and Adidas.

Nike, Adidas, Lyning, Puma brands ... from choosing Vietnam as a production
base for export, focused on selling products. To date, Nike and Adidas account for nearly
40% market share in Vietnam.

The remarkable growth of Adidas in the domestic market is a warning for Nike.
Converse is also affected, as a company owned by Nike, it also needs to boost sales to
contribute and total revenue of Nike and regain the leading position. This requires
Converse to carefully research the market in order to make decisions related to business
strategies appropriately so that the business can be highly effective.

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Competitor

The main competition of Converse of brands is Reebok, Nike, Reebok, Bata, New
Balance, Woodland, Asics, Fila and Puma, etc. New Balance is a premium product and is
more expensive than Nike, Reebok or Adidas. Under Armor has a great brand valuation
due to its excellent performance in the Vietnam market.

ASICS is a Japanese brand that provides high quality and diverse designs of sports shoes.
Companies like Fila, Sketchers, Walmart and Ralph Lauren have been sued for allegedly
copying a copy of Converse's signature product, the Chuck Taylor sneakers.

Converse's main competitor, its market share, is Vans because they sell similar Converse
product lines and have more designs than Converse, which is a major advantage that
Vans has over Converse. With designs, they have good cushioning and cushioning that
make them more comfortable, durable and Richer feeling.

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 Converse Vans

Purpose Converse shoes have been around Vans have been making their “off the
since 1908 and they later created wall” sneakers for 50 years as of
sneakers using the rubber they March 16th this year and they’ve long
made for their galoshes. The been the go-to shoe for skaters.
sneaker became known as the “All Towards the end of the 1970s, the
Star”, as it still is today. The All Era, Old-School, and Classic Slip-ons
Star sneakers were originally used became super popular in Southern
by basketball players, but as we all California. These shoes were created
know now, people wear them for for and praised by skaters and BMX
every possible purpose. riders for their durability and comfort.

Pros Converse All Star sneakers have My favorite style of Vans are the
two basic styles, the high-top and Classic Slip-ons. They have major
low-top. I think the high-tops are durability and comfort as soon as you
really cute and definitely on trend, wear them and they look great for
but sometimes the laces can get either going out at night with some
annoying, especially if you’re friends or grocery shopping with your
running late. The low-top sneakers roommate. Some Vans come with a
are really cute and perfect for padded collar at the back of the foot,
running errands or going from class like the Era or Sk8-Hi shoes. Vans
to class. Both styles are nice as also makes varying styles of their
long as you stick to the classics. classics that come in awesome prints
Converse in colors like, white, and colors.
black, navy, and gray look great
with any outfit because they’re so

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 versatile.

Cons Converse have a tendency to make Sometimes if you get the ones with a
feet look narrow and I personally thin sole and wear those for too long
think they take a while to form to they can get really worn and
your feet. So unless you plan on sometimes get holes at the toes, but
wearing these every day, know that this of course would happen to most
they won’t fit like a glove for a shoes after a ton of wear. To me it
while. means that you just need to get a new
pair

INTRODUCE
Product
Type of product is shopping product

Product life cycle

In Vietnam market, Converse is in a period but has a relatively slow growth
rate, while the capacity and demand of the market is very large.

The goal is to bring Converse to the position of Muturity.

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 Trademark

For the Chuck product line, we have registered the copyright and intellectual
property for the Chuck logo with star shape.

The trademark feature of a trademark is ®

Price
Pricing policy of Brand Converse is cost based. Converse’s Chucks are
priced quite reasonably and therefore are more likely, than its competitors, to be
purchased. Converse All-Stars usually cost from 1,500,000vnd – 2,300,000vnd,
suitable for Converse’s target customers.

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 The company has adopted a competitive pricing policy to deal with
prices set by its rival companies. In order to make its product prices more
affordable, it provides several discounts and incentives.

Place
Converse is an international brand which has been existing and becoming
one of the top choices among other competitors. It has occupied consumer market
in nearly one hundred and sixty countries. Its products are sold through at 69
Converse Official stores and 2 Converse Outlet store in Vietnam. The company has
decided to adopt a direct-to-consumer approach in both international and domestic
markets and this will be implemented for products in official stores, website

S.W.O.T ANALYSIS
Internal

Strengths Weakness

- Features: trendy and comfortable, - Lack of Differentiation: Most shoes

weightless shoes follow the same style with minimal

- Affordable pricing (~ 55USD -130USD ) differences between them

- The company has a long history since - Chuck is the biggest successful shoes
1908 and a huge loyal customer base and the biggest barriers of brand

- The strong trio - The company hasn't really focused on

the marketing campaign in Viet Nam yet
- As of 2019, 72 retail stores in Vietnam.

- Get supports from Nike’s holding

company

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 External

Opportunity Threat

- Rejuvenating population, potential - Uncontrolled control of counterfeit

consumption market goods

- High average income level, increase - Facing heavyweight competitors such as

consumption Vans, Adidas, ...

- Growing online shopping, product

distribution easily

Strengths
Converse is a shoe with a long history, so Converse is gradually improved in terms
of product features, including vulcanized soles, round heads and strip covers. Converse
also offers a variety of weightless shoes. This makes converse more comfortable, suitable
for daily activities.

Converse price ranges from USD 50 to USD 130, equivalent to VND 1 million to
VND 3 million, making it cheaper than other Nike's brands, even most of its competitors
with exception of New Balance. Premium portfolio. This proves that Converse is
affordable for many customer segments.

The company has a long history since 1908 and a huge customer base

The Chucks is positioned as a trendy yet simple brand. It is a brand that honors
personality. Therefore converse design is also rebellious, personality but no less time,
style. Converse stands out from the crowd in terms of both its colors and styling which is
very chic and modern

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 As of 2019, Converse operates 72 retail stores in Vietnam and its products are sold
in three regions of the country. And there is already a leading outsourcing factory for
Nike in Vietnam

It has been a subsidiary of Nike, it get a lot of supports from them

Weakness
Lack of Differentiation: Though Converse has different names for different
categories of shoes, they have a lot of products on one line with minute differences that is
not easy to spot. This lack of differentiation often creates confusion in the mind of the
customers. In addition, Converse only focused on promoting the design in terms of the
outside image color, but nothing changed about the interior design while retaining the
inherent beauty of the converse.

Chuck: One of the dramatically sneakers made by Converse, Chuck was named
after the person who leads the design. This design is considered to be the greatest of its
times and to date, there has been no other versions that is comparable to its comfort and
quality. Thus Chuck always will be the biggest strength and weakness of Converse.

The Nike Effect: Converse will always be known as a Nike Product and suffer
from cannibalization by the Nike brand. This affects the overall impact that it has on the
brand equity of Converse.

The company hasn't really focused on the marketing campaign in Vietnam yet,
though converse is ranked 84th in the Millennials top 100 brands list.

Opportunity
The population structure of Vietnam is rejuvenating, which is a potential market to
help converse consumption expand in the Vietnamese shoe market because of the
converse style that brings a dynamic in line with the trend of youth shoe consumption.

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 The high average income level in Vietnam leads to an increase in consumption
trends and a higher demand for shopping

Online shopping is growing and gaining popularity thanks to convenience and cost
reduction. Besides, advertising on the developed social media channel helps the company
reach out to more customers through advertising and selling, distributing products to their
hands more easily.

Threat
In the Vietnamese shoe market, there is no strict control on the plagiarism of shoes
of many famous brands, leading to fake products sold at only half the price of the original
products, obstructing for trading and distributing products

Facing heavyweight competitors such as Vans, Adidas, ... always gives a variety
of product models while converse is conservative and does not have many changes in
shoe design.

Based on the Psychology of crowds and women more persuasive than Vietnamese
men, Converse has an effective marketing strategy that targets women primarily and has
a pervasive effect to help people know about converse and consumption. more product

STP
Segmentation
Demographic

Age <13 13 - 19 20 - 35 > 35

Secondary – Students,
Occupation pupils high school officers, workers, workers
pupils artists

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 No income No income Dual income Dual income
Income
(pocket money) (pocket money) Private income Family income

Live with Live with Single, married

Status Married
parents parents no kids, married

Psychographic

Fashionable
Trendy Trendy, Comfortable
Basic
Life-style Fashionable Fashionable, Basic
Trendy
Creative Creative Stability
Self-confident

Extroverted, Out-
Extroverted Extroverted, Out-going,
Personality going
Out-going, Out-going open-minded
Open-minded

Behavioral

Loyalty Low loyalty

Changeable Changeable High loyalty
status Loyalty

Interest Spend time on Interested in Interested in Look for

watching fashion and fashion and street information on
TV/YouTube street style style online

Imitate adults Spend time on Spend time on newspaper

social social networking

networking sites sites (Facebook,

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 (Tiktok, YouTube,
YouTube) Instagram)

Have purchase High purchase

Base on parents
Purchase Base on parents power power
Low purchase
behavior and occasion High shopping Buy when
power
demand having demand

Target market
Converse is the first shoe company to claim that it came up with the concept
of self-expression. In reference to the segments mentioned above, we tend to target
two age groups ranging 13-19 years of age and also the entry-level of the ages 20-
35 for our Integrated Marketing Communication.

Converse have been designed to target both male and female consumers and
different have different pattern for both. They also offer a unisex range to the
customers. Converse product ranges targets the middle social class that have 10 to
50 million dong income range.

In term of geographic, Converse has been introduced in urban and big cities
in VietNam such as Ha Noi, TPHCM, Da Nang, Can Tho, etc.

In the marketing of the product, the focus mainly is on the younger

generation and who fall in the “reformer”, “trendy” and “self-confident” based
lifestyle. Moreover, they are interested in street-style and fashion as well as out-
door activities enthusiast. They spend much time on Social networking sites,
especially Facebook, Youtube and Instagram that want to express their personality.

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 For secondary and high school students, they will care about the colors and
styles, so they may even compare with each other or they find that some artists
they like are wearing a Converse shoes so they may go to the stores and buy it. For
the college students, they will pay more attention on the quality and comfort
because they often use their pocket money carefully, they may want a shoes they
can wear for a very longtime.

Positioning
The brand is positioned as a brand that is worn by artists, dreamers, rebels,
rockers, and originals. It is a brand that celebrates individuality. The brand
encourages its customers that if they are one-of-a-kind, they should try converse.

It previously was positioned as an athletic footwear brand but now the brand
is positioned as a “retro-modern subculture” and is a classic shoe for the people of
the younger generation. The superior quality, carefully selected price ranges,
image it has acquired a good position in the buyer’s mind.

Receiver insight
Customer:

Converse found out the insight of their brand’s customer is high self-
expression. People can use their words, their facial expressions, their body, their
movement, action, and even their clothing to express their authentic inner self.
They want to show their own unique personality through the way they dress and to
be one-of-a-kind.

A simple pair of shoes has become a popular canvas for people, especially
for students, to express themselves. By the way they chose the design, colors,
shoelaces and how they mix and match with their dresses, people want to express

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each pair as unique as they wearing them. They want their shoes show that they are
different and they do not need to feel like they are just someone in the big mass.

Message: “BE A STAR” will be our main message to the customers

throughout our communication campaign.

Employee

Employees want their company to be somewhere they enjoy working. Then,

they want to perform the best to earn the bonus. In fact, they can even expect
bonuses more than the salaries.

Especially the sellers are someone who interactive directly with the
customers that the company want them to deliver the message to their shopper.

Message: Build the company culture of listening and acting on employee

feedback. Beside it, the company will honor and reward individuals who make
outstanding contributions each month through customer feedback

Publics

Converse does not have any outstanding community activities in Vietnam,

so the public is looking forward to Converse community activities. As a part of the
campaign, Converse will organize activities aimed at the community of design
enthusiasts. They want their design to put on a special item as Converse that can
show their talent.

Message: Converse builds a design Contest names Put dreams on your

steps aimed at designer community.

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OBJECTIVE
Marketing objective
By the end of the campaign, Converse Company will cover 67% of its target
market.

Converse company will have recorded a sales level of 36 billion dong which
acquire 18000 units over 6 month-periods.

Achieve 28% online revenues contribution

Communication objective
within 6 months:

Remind the brand and Converse Chuck products to 80% existing customer.

Simulate 40% of target audience to buy Converse Chuck products and 30%
old customers rebuy the products.

CREATIVE STRATEGY
Theme
During this campaign in Vietnam, the main purpose is to recall the brand,
Converse used the main idea of creating a brand image. The brand image is based on a
strong, memorable brand identity through image advertising. Brand image appears on
many aspects: bus, bus stop, mall, internet, advertising and event. Focus activities
emphasize brand image:

Firstly, the shoe logo is part of the converse brand. When mentioning Converse, it
is impossible not to mention the star image. The Converse is still the indisputable icon of
sneakers. It’s the shoe that transcends multiple generations, and whether they’re laced up
crisp and new or completely beat and worn in, the All-Star logo never fails to shine,
representing youth culture across music, art, fashion, sports, and more. It was also the

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idea to put up the "Be a star" key message to recall the brand by recalling the Converse
logo.

Second, to recall this brand, Converse especially emphasized on the color of the
shoes, diverse in colors, design. The variety of colors can give customers the freedom to
match the colors of the shoes.

Key message: "Be a star"

In Vietnam in this campaign, Converse came back and stepped up the campaign to
Asian markets, especially this one targeted to Vietnam market, which is promoting
fashion and fashion. Deeply rooted in youth culture in Asia, it is the youth whose culture
imitates idols, stars, and celebrities. Because for them it is beautiful, it is trendy, it is
stylish. But they forget their own personality. So this campaign wants you to be able to be
a star the way you want it, not to be like anyone else

 Be a star. Whoever you are, what you do when you wear converse shoes you can
shine, you can become a star in any field, just you confidently stride.

Appeals
This campaign is primarily aimed at emotional appeals. This comeback is aimed at
the younger generation, not only reminiscent of a brand once, but also to enhance
personality and confidence.

The ads create images daily activities of young people on the street, …. Ads that
recall the image of the skateboard reminds the converse brand's position as skateboards,
now combined with the fashion and confidence of the young people have pushed that
image to new heights.

The ads create also makes you feel like you're in there, the youth is full of self-
confidence, the streets and the rebellion. It must make the product use experience more
enjoyable

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Ad execution techniques
is personality symbol

PROGRAMS
Advertising
Objectives

Attract 30% of customers to refer Converse through the media in 6 months.

Strategy

There are various communication methods and advertising is one of the

important factors selected the communication for the Converse. Advertising can be
used to increase awareness, create interest for customers. Customers or consumer
are reached by placing adverts in their target media. The two vehicles we choose
are outdoor advertising with posters and internet advertising.

For the poster, we decided to put it at the bus stop and also on the bus.
Advertisements in bus stop are prominent and eye-catching, easy to make a strong
impression on the pedestrians, and they will remember the brand information on it.
The advertising area is quite large, equivalent to a small panel to help businesses
convey images and messages easily and product images always appear on the
street and are constantly communicated, never turned off, 100% operating
capacity. We will choose bus stops in the central and inner city to place Converse
posters. The top is transparent glass and the bottom is a Converse 3D-designed
shoes. When customers wait at the waiting station, they will feel like they are
wearing a Converse shoes. People who take the bus are very diverse in age,
occupation, income level, they can be students, office workers, housewives,

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workers, or elderly people. This means that advertising will also have access to this
diverse audience.

In addition, advertising on buses can also reach people on the road, whether
motorcycles, bicycles or cars. We will choose 10 buses on the inner city routes and
place posters on either side of the bus. Advertising on buses is an effective form of
visual advertising because it is like a movable panel but it cannot be measured
specifically.

Besides, the poster is also placed in commercial centers, such as Aeon Mall,
Van Hanh Mall, Crescent Mall... We will select 5 shopping centers and put
pictures in transparent LED posters, to be in the area allowed in commercial
centers, in front of the elevator and in front of the Converse store.

For the internet, Converse rent the advertising position on the website,
fanpage... To promote Converse products through banners. Choose websites,
fanpage aimed at favorite young people aged 13 - 35:
+ Photo film website (FPT Play)

+ Community, Facebook groups (The next top model, Acoustic music

community, creative ads community ...)

We choose the Facebook channel to operate the banner ads, it will be located
in a small rectangular frame on the right hand side of the Facebook interface,
customers can easily see and also run Facebook ads for Converse fanpage,
regularly posting product images on stories that appear within 24 hours. This
makes it much easier to reach the target customers we have chosen and reminds
them.

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 The second medium we use is Instagram. Advertising on Instagram is
constantly improved and helps users interact better. More importantly, Instagrams
place the most emphasis on images, which consumers now prefer to see over read,
they tend to look for brand images more.

Paid search: Use the form of website advertising by paying Google or

posting products for sale on fanpage and running facebook ads / instagram ads
(focus on taget in two major cities of Hanoi and Ho Chi Minh City). Optimize
search keywords with SEO tools to reach the most customers.
Youtube Ads: Advertising displays videos on Youtube
Poscats: Advertise Poscats on the websites of young people who are
interested in the news such as Kenh14, YanNews, ELLE magazine

Advertising Time

Posters

a. Bus stop All time

5:00am-7:00pm December to
b. On bus
April

c. Commercial centers

Internet

11:30am-1pm
a. Facebook
6:00pm-8:30pm

b. Instagram 10am-11am

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 1:00pm-4:00pm

Celebrity

Converse has always been running two images side by side to create a brand
image: using celebrities and everyday people. Therefore, in the promotion of
products in Vietnam, Converse used two images: images of celebrities and images
of young people in Vietnam.

Because of the behavior and culture of most young people, they often imitate
their idols. Especially in the fashion brand, the name Chau Bui is quite influential
to young people. Currently her Youtube with 345 subcribers tells her daily life
about fashion, life, events and especially how her mix & match items are getting a
lot of views. Her average video has reached 10 000 likes and 200 comments.

Form of cooperation: filming a clip about the product

Converse donated two best-selling Converse shoes and has never been
launched in Vietnam to Chau Bui, a famous fashion vlogger on YouTube: the
women's shoe and unisex’s shoe for her boyfriend Decao. And asked her to record
a clip to post on Youtube

Two products were chosen to advertise with this celeb:

Chuck Taylor All Star GR82 a unique product combining high heels and
high heels. This product is very suitable for Chau Bui, a fashionable and unique
girl, both feminine and personality

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 Crafted Boot Chuck Taylor is a type of boot that fits well in the dusty style
but does not lack elegance. Decao is a guy who likes to wear suits but has lots of
strange and unique motifs

Sale promotion
Objective

Increased consumption to 5400 pairs of Converse in 2 sales programs

Strategy

Offer 30% discount for customers who have purchased Converse products in
5 days (1.3.2020 - 5.3.2020). By sending discount codes to customers's SMS.
However, there will be cases where customers go through or do not check
messages, so to optimize the number of customers reading high messages, we will
post at Converse's web and facebook to notify customers to check messages.

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 Implementing a 50% sale program for Chuck Talor line when buying
products at the system within 3 days from the date (29-31.8.2020)

PR
Objective

Raise the brand awareness at 7% through sponsors activities

Increase Facebook interactive activities by 30% during the contest especially

designer community.

Attract 10000 people attended to the Star show.

Raise customers interested in the limited edition and sold out 1000 units in 1
days.

Strategy
Sponsors

Converse decided to use the method of sponsoring an episode of the

Vietnam Next Top Model program. Because this is a program about training in
models and fashion, it is crowded with audiences, especially young people. The
program is not only suitable for the company's image but also for the target
customers. So sponsoring an episode of the program is an optimal choice for
businesses.

Funding for a program is done through 4 steps:

Select the appropriate program.

Viet Nam Next Top Model is a program that is not perfect for us to sponsor,
suitable for form, content and customers. And this is also a popular show, every season
has resonated, every episode is on the top trending in Vietnam.

Negotiate and sign a contract

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 We have negotiated with the producer and have successfully agreed the following
terms:

The broadcast will have two challenges, the first one will take place at the
Converse store, the second one will be the show's type challenge. Converse only
participated in the first challenge.

For the Converse store challenge will be called "Mix & Match" this challenge will
have 2 rounds. The first round requires candidates to coordinate the costumes available in
the store and choose a pair of suitable shoes, highlighting their personal style. Round 2 is
coordinated with shoes in the style specified by the jury.

Some requirements:

For judges and contestants: Converse shoes, high heels and western shoes may be
used, but sneaker shoes cannot be used from competing brands.

Screening time: make sure the total duration of the Converse logo and brand is 6-8
minutes during the test period. Converse's logo will appear in the lower right corner of
the screen during the first challenge.

The Converse brand name must be mentioned in discussions or comments in the

first challenge. Request self-supporting media from the program, such as publishing
articles that incorporate the program name and Converse brand.

Monitoring and evaluation

During the filming, there will be a representative of the brand to join the jury team
and give comments to the contestants.

During and after the broadcast, there must be a report on consumer awareness
through sharing and commenting.

Event

Design Contest

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Design Contest

Contest Name : “Put dreams on your steps”

Participants: Everyone has passions on the design and wants their design to be a
special Converse version.

Time: from 1/5/2020 to 30/7/2020

Theme: BE A STAR

Content: Design competition for Chuck Taylor All Star shoes (fabric, high & low
top). Including 3 rounds:

Round 1: Converse posts contest information on social networking sites and

uses Facebook Ads to reaches audiences who are young, active in art, studying in
design or interested in design art. Then attract participants to submit their sketch
via email. The time to submit the design is from 1/5 - 1/6/2020.

Round 2: Converse designers and leaders select top 50 impressive designs.

Converse will send a notification letter and request a hard copy of the design to be
mailed. After that, the designs will be posted on Converse Vietnam's Facebook
page and the followers will start voting for their favorite designs based on like-
share-comment. Twenty designs with the highest like-share-comment will be
attending the third round. The voting period starts on June 15, 2020 and closes the
voting gate on June 30, 2020.

Round 3: After 2 weeks since the voting gate closed, Converse's design
experts will choose the three best designs. Converse will contact the designer to
make contract and complete the shoe model with the texture of the three designs
above.

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 Star Show

Converse organized an exhibition of shoes products names Star show within

the theme BE A STAR and following the design contest, the exhibition not only
introduces the latest Converse designs but also the premiere of three award-
winning designs to be used as limited edition.

To be more specific, the show will be held in Youth culture organization (Nhà
Văn Hóa Thanh Niên) on Saturday, August 1st , 2020. Converse will send
invitations to old customers via mail / SMS and new customers by pre-registration
online.

Activities will begin starting at 3 pm. Converse will set up exhibition halls
showing the development of Chuck Converse over time and decorate photo booths
for customers taking photos. At the same time, mini games will be held and
customers can participate in many different activities throughout the program.

At around 7 pm, there would be the premiere award of the design contest.
Converse will award three winners and also announce the Chuck Converse limited-
edition based on the three winning designs. These editions will be available on sale
at the only website on August 2nd , 2020 with only 1000 units. Customers can
choose their own pattern shoes (fabrics, low / high top) and each customer can only
buy a pair of this versions.

The last activity of the show is a Star fashion show. The guests attending the
show are singers, actors, fashinista, etc. such as Ha Do, Chau Bui – Decao, Quynh
Anh Shyn, Co em trendy, Gil Lê, BB Tran, Fabo Nguyen, Tu Nguyen (La
Sneaker), etc. They are all into the fashion and acknowledge about styles or

25
sneakers. In addition to the performance, they will share about fashion, styles,
trendy and mix & match, etc. based on the latest converse models.

Internet
Objective

Focus on building brand value in the minds of customers by increasing the level of
customer interest through

+ Website: 8000 clicks / month

+ Facebook/Instagram: average 5,000 interactions / post and reach to 7000

customers / post

Strategy

Website

1. Build a website that focuses on value

Update information for each product line, discount programs, promotions, contests
and community activities on the website to stimulate customer interest and increase
traffic to the website.

Combined with Facebook, Intagram and potential social marketing tools to help
news spread online the intake program quickly. At the same time, sharing website
links in Facebook posts creates consumers' mind about the importance of regularly
checking and accessing websites.

Periodic product information updates will help customers understand information,

save money when buying, help increase brand awareness and sales.

2. Design for mass distribution

Share the web connection to everyone via social media or email, ....

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Position Converse's image and values deep in the minds of its customers by using
the website to convey the brand and the message "Be a Star". At the same time
combining SEO tools to optimize search keywords close to customers to increase
visits to the website.

3. Community building

Build a community on the site to entice and engage potential fans of Converse
products.

Taking the time and resources to encourage discussion and actively engage in
conversations, make fans feel like they really have a say in the discussions by
listening to their concerns, Respond and provide the fastest feedback.

In addition, recognizing and rewarding their valuable contributions and helping

customers become more and more engaged in the development of the
website.Also, increasing interaction with customers, helping customers feel the
willingness to support online on the website, make customers always feel secure
and choose the website as a first and reliable address when they need Converse
products.

Intagram

Focusing on investing Converse's product images on instagram, synchronizing

photos and product content in response to the "Be a Star" campaign during the
implementation of the campaign. Specifically:

Combine 9 photos of each product into one big picture displayed on the All Star
logo background.

Post your design work for the contestants in the Create your Converse Contest

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Always updated with new images of Converse products

Facebook

Post the content of the show throughout the campaign at 8:00 am-9:00pm (This is
the time when people have just finished dinner and spent time accessing the
internet) and posted a minimum of 5 posts/ week

The plan to post content is as follows:

Content

March - Promotion program reduced 30% old customers

- Update product line information
- Publish inspirational stories about your customers when
using Converse and respond to the BE A STAR campaign

April - Update product line information

- Publish inspirational stories about your customers when
using Converse and respond to the BE A STAR campaign

May - Update product line information

- The contest "Create your converse"

June - Update product line information

- Post the design of the contest "Create your converse"

July - Update product line information

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 - Publish the contest "Create your converse" results
- Share sponsorship information for next top model
- Post information about the exhibit “Star Show”

August - Update product line information

- 50% sale program for Chuck Taloy line for at system

Promote customer care and respond to customer feedback within 1 hour to increase
customer interaction on Facebook's Converse page

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 MEDIA

Market
price for
Media
Medium Principal characteristic Media Vehicles each
Objective
media
vehicles

Type of media & Disadvantages of this Target

Benefits of this method
selected channels method Group usage

Poster Target potential audience. Limited messaging space. 69 Converse Official Key words:
Shopping stores Be a star, will
Visible through the day. no guarantee for success.
areas
2 Converse Outlet be search 600
Strong impact with Short exposure time
time within 6
Bus simple message. Prospects might not Phạm Ngọc Thạch About months
shelter Constant unavoidable remember your contact Stress, District 3 6.000.000v
exposure. information Nguyễn Thái Học Stress, nd/3

District 1 months

30
 Đinh Tiên Hoàng,
District Bình Thạnh

Phạm Văn Đồng Stress,

District Thủ Đức

Nguyễn Văn Trỗi Stress,

District 3
Builds Immediate Brand
Awareness. 25.000.000
vnd –
Tuyến số 8, 150, 59, 4,
Bus 28.000.000
19
vnd/ 3
months

Internet Not everyone’s on the Every 10 000 click

Web Large potential audience.
budget on website
Converse’s website
page Internet.
Low production cost. within 6
High quantity of months
Available 24h.
Social Facebook Reach 1 000
appearance can create
High information contact 000 number of

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 accessible
people for
each post

Reach 700
000 number of
Instagram accessible
media
with direct response annoyance people for
each post

Reach 2 000
000 views for
Youtube
commercial
video

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TIMING AND BUDGET

33
CONTROL

Noise Solution

Sending SMS messages will be Attract attention on SMS by putting

difficult to reach many people due to Converse's promotion line at the top of
the fact that young people nowadays the message, in addition will update
rarely check mobile phone messages. promotion information for customers
who enter the code on Facebook.

Posters posted on buses will overlap on Choose to run poster ads on rainy
rainy seasons. months and less rain from March to
August.

Vietnam Next top Model program will When sponsoring, there will be
have controversy from contestants, provisions like candidates need to
conduct from contestants will bring behave civilized, avoid affecting brand
problems affecting brand image. image.

For shoe drawing competitions, risks Actively running more effective

such as not getting enough contestants, communication to attract enough
unqualified quality. participants pose, from which the
quality will also be improved.

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