HO CHI MINH UNIVERSITY OF FOREIGN LANGUAGES -  

 
INFORMATION TECHNOLOGY
DEPARTMENT OF INTERNATIONAL RELATIONS

MORRA'S CORPORATE
COMMUNICATION PLAN 

Group: No Name
Name and id: Dương Trần Bích Ngọc - 18DH700408
Trần Hoài Thái Thanh - 18DH700435
Nguyễn Thị Mỹ Uyên - 18DH700556
Lê Minh Châu - 18DH700608
Lê Thị Mỹ Đoan - 18DH700454
   

Ho Chi Minh city, November 2020

Table of Contents
I. Researching (Mỹ Đoan + Mỹ Uyên).....................................................................................................1
1. Giới thiệu về công ty và sản phẩm..................................................................................................1
2. Corporate Identity..........................................................................................................................4
3. Corporate Reputation.....................................................................................................................6
4. Market research and market analysis.............................................................................................8
5. Gap/Problem/Issue........................................................................................................................9
6. The purpose of this plan (intent)..................................................................................................10
II. Planning...........................................................................................................................................11
1. Objectives setting.........................................................................................................................11
1.1 Specific....................................................................................................................................11
1.2 Measurable.............................................................................................................................11
1.3 Achievement...........................................................................................................................11
1.4 Realistic..................................................................................................................................11
1.5 Timely.....................................................................................................................................11
2. Identify and prioritize target Stakeholders Group.........................................................................12
2.1. Demographics........................................................................................................................12
2.2. Psychographic........................................................................................................................12
3. Identify themed Message/ Message style.....................................................................................12
4. Develop a Strategy (Media)..........................................................................................................13
4.1 Internal...................................................................................................................................13
4.2 External...................................................................................................................................13
III. Execution (action plan)....................................................................................................................15
IV. Budget.............................................................................................................................................23
1. Production budget........................................................................................................................23
2.  PR budget....................................................................................................................................23
3. Influencers....................................................................................................................................24
V. Tools of Measurement & Evaluation................................................................................................25
VI. Risk Management (Bích Ngọc & Thái Thanh )..................................................................................26
I. Researching (Mỹ Đoan + Mỹ Uyên)

1. Introduction

About company:

 Company's name: Morra.    Headquarter: 435-437 Hoa Hao,

ward 5, district 10, HCM city

 It was established in 2019

 Scope of work: Retai
 About product: 
Specializes in manufacturing and retailing perfumes and some other products
such as scented candles, shower gel and essential oils
  Perfume includes 3 collections
- The first collection of 6 delicate fragrances inspired primarily by floral, fruity,
and woody notes
- Clove - Tonka 08                   - Oceania 12              - Bergamot-vetiver 15

- - Camel - Vanilla 11                        -  Iris12                        - Rose-Cedar

- - The second collection - Tale of Morra. Inspired by the colorful movement

of emotions. Each scent is a representation of human emotions. 
- Lilybell 07                           - Osmanthus 16                - Musk Mallow 13

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 - Blackcurrant 10                                     - Sandalwood 33

- The third collection - Exotic summer. The collection is filled with summer
notes like flowers, warm sunshine, blue sea and wind.
- Essential Summer                     - Gardenia

 Other products
- Scented candles: Currently there are 2 collections 
 The second collection includes 5 scents: Oud Saigon, 08 white musk, Cinnamon
Chai, The Pomegranate, The Patchouly
 The third collection includes 5 scents: A Summer dream, Exclusive musk, Tree
house, Peony of home, Aromatic Garden

5
 - Shower gel: There are 2 lines of shower gel including 
 Normal shower gel: Morra Lilybell 07, Morra Oceania 12, Morra Iris 12
 Perfumed shower gel: Lilybell 07, Musk mallow 13, Sandalwood 33

- Essential oils: Currently there are 4 scents: Wood essence and orange, Lime
basil and mint, Pure lavender and leaves, White jasmine and geranium

2. Corporate Identity

 Communication:
- Verbal:

6
  Facebook, Instagram: This is no longer a new communication channel, the
main target when using this communication channel is young people. This
is also the environment of communication and interaction between Morra
and consumers.
 Youtube: This is no longer a new communication channel, the main target
when using this communication channel is young people. This is also the
environment of communication and interaction between Morra and
consumers.
 Website (morra.vn): This is the main Morra homepage, providing
information about businesses, product purchases, and other sideline
information about Morra.
 E-commerce sites: By combining with e-commerce sites such as Tiki,
Shopee, … this is a way to make Morra products more accessible to
consumers, especially young people.
- Non-verbal: 
Morra was born with the mission of bringing true Design Perfume. Customers will
experience 
SELF-FEELING - SELF-
CREATION - PERSONALIZE
YOUR MARK 
 Self-feeling: when
coming to Morra,
every experience of
mixing, bottling,
and printing your
name on the bottle
label will be seen in
person, which you
cannot feel in premixed perfume products.
 Self-creation: The special thing about Morra is that you can mix your own
perfume from Morra's scents, you describe the scent you want and Morra will
fulfill it for you.
 Personalize your mark: The most special thing at Morra is having the name of
yourself or a friend or relative on the perfume bottle. 

 Behaviour
 Customer: 
 Every Morra's store always carries a new design to make customers more
interested.
 Morra focuses on improving the customer experience, meeting the fragrance
expectations that customers set right, as Morra means: “Your own fragrance". 
 Exchange products within 7 days

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  Confidentiality of customer information
 Employees:
 Only operating for more than 3 years, so Morra is always looking for human
resources. Morra always welcomes young faces, especially those who are
passionate about perfume. For Morra, as long as you are eager to learn, you will
always be accompanied and developed
 Morra always focuses on reward policy. Morra always recognizes and rewards you
according to your ability.
 Morra paid attention to the lives of  laborers and applied the policy to the laborers
right from the first day of labor law. The signing of the collective bargaining
agreement is a concrete demonstration.   
 Symbolism
Logo

 Morra means “open". Open up your own fragrance world.

 The logo is designed simply. The brand name is clearly written, in the letter “O"
there is a perfume bottle to emphasize Morra specializes in perfumery
 Below the brand name is the inscription “Huong Thom Cua Rieng Ban". This is
also Morra's slogan
              Message: “Your own fragrance” - “Hương thơm của riêng bạn" - Brings the
very own Niche Perfume line of Vietnamese people, and at the same time awakens the
mysterious charm of each person without any overlap   

3. Corporate Reputation

 Vision and leader: Building a vision and affirming its position to develop Morra
into the first perfume brand in Vietnam to develop a very specific Niche Perfume
line for Vietnamese people in particular and the people and climate of Asia in
general. Maintain the leading position in Vietnam in the field of Design Perfume
and actively integrate internationally. Become a big Vietnamese perfume brand in
Asia
 Social responsibility: As a young brand, it has not yet recorded the activities it
brings to the community. However, still upholding environmental protection in the
use of recycled, environmentally friendly material.

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 Emotional appeal: Customers have had good experiences from Morra and believe
in the quality of the products. Morra always does a good job of creating great
scents to arouse customers' emotions. At Morra showrooms, you will have the
opportunity to experience the perfume making process directly at the store instead
of just buying pre-mixed products. You can print a sticker with your name to
create a personal impression with the scent of perfume mixed from your own
creativity. 

 Products and service: Meticulous in finding ingredients, careful in choosing each

scent and testing it on the body of ourselves and friends and family members
according to each age, gender, climate, and personality,...different and accurately
record the user's feelings to give the most perfect product and the best service
quality. However, from the product image to the naming, the advertising image is
90% similar to Le Labo

 Workplace environment: Dynamic, modern working environment, meeting quality

standards in production. Each showroom is carrying a different style. That helps
employees feel excited at work, and gives customers comfort and relaxation. 

 F
i
n
a

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 ncial performance: Although only established for 3 years, Morra already owns 8
showrooms in Ho Chi Minh city and Bien Hoa (Dong Nai). In addition, no other
financial figures have been recorded yet.

 4. Market research and market analysis

 Market research: 
 A survey on the popularity of niche fragrances was conducted by more than 200
consumers aged 18-35 from November 25 to November 28. Thereby we get the
following key information:
 More than 58% of respondents do not know what niche perfume is and nearly 54%
do not know about Morra perfume brand. For those who know about niche
perfumes, almost 40% of them buy niche perfume products of foreign brands.
 Nearly 50% of consumers prefer to buy perfume with a capacity of 50ml, they
often buy it for themselves to be able to experience a new scent. And more than
64% of respondents said what makes them buy niche perfume is because they can
choose the scent on demand.
 More than 87% of buyers are interested in the brand of the product when
purchasing. And nearly 54% of respondents have not heard of the Morra Vietnam
brand.
 COMPETITORS:
Brand Le Labo Tom Ford By Kilian

Highlights  It's a high-end  The scent goes  With bold

Niche perfume in a unique and oriental
line, sub-brand disruptive fragrances such
of Estee Lauder direction with a as frankincense,
 Each perfume classy design musk,... and
bottle is refined worthy of the designed by
from carefully brand world famous
selected and  Always take perfume
tested luxury and class designers. The
ingredients to as the design of the
ensure that the foundation perfume bottle
finished product  Exquisite of Kilian
is the most design, perfume
perfect.  beautiful, company is
 The luxurious often Gothic,
quintessential  Warm, sweet mysterious and
product of scent. Sticking luxurious
nature, with a to the scent and
distinct and releasing the

10
 unique scent scent very well
Price 4.000.000 VND - 2.500.000 VND - From 5.000.000 VND
6.000.000 VND 9.000.000 VND or more
 Market analysis:
Based on the information collected from the survey, we can draw the following
conclusions:
 Age of customers we should target: 18-35
 Gender: Both male and female
 Occupation: Student, office worker, freelancer
 With income from 3,000,000VND - 10,000,000VND
 Customers usually pay from 300,000VND to 3,000,000VND to buy perfume
 SWOT:
STRENGTH WEAKNESSES
 Interesting perfume scent  The package cannot highlight the
 We can customize the scent brand which causes many customers
based on customer’s wants to mistook Morra for other brands.
 Not only perfume, but we also  Limited flexibility in pricing
have scent candles and fragrant  Lack of proper advertising
essential oil.
 Strong social network
 High level of customer
satisfaction
 Highly skilled workforce through
successful training and learning
programs
OPPORTUNITY THREAT
 Many consumers are interested in  Most consumers still prefer to use
using our products for their well-known foreign brands.
personal and business needs.  Products are already sold by major
 Continued expansion for online competitors
sales  Increases in price inputs can cause
 Affiliate relations with related upward pricing
vendors  Entry of new, very well-capitalized
competitors

5. Gap/Problem/Issue

Currently, Morra Vietnam brand is not known by many people. We need to

compete with other famous niche perfume brands from abroad such as Le Labo, Jo
Malone, Tom Ford,...

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6. The purpose of this plan (intent)

 This plan will help Morra increase brand awareness by 40% with Vietnamese
people, especially young people. Helping consumers in Vietnam have a new
perspective on Morra and niche fragrances with scents that are not mass-produced

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II. Planning 

1. Objectives setting

1.1 Specific

 Strengthen brand awareness of customers that Morra is sustainable and high-

quality.
 Increase sales by 20 - 30%
 Maintaining the brand image and reputation for quality while also implementing a
new communication strategy.(Fragrance not fade)

1.2 Measurable

With the goal of strengthening brand awareness of customers. For customers to

know the brand, Morra deloy some campaigns for special occasions like Valentine,
Woman’s day.
 Evaluating through the number of products, monthly revenue, and feedback from
customers. 
 Attracting the attention and interest of 1.500.000 Facebook users (from 600.000 to
1.500.000)
 Evaluating through website or fanpage traffic.
 Evaluating through the feedback of consumers and customers.

1.3 Achievement

 Building customer’ goodwill/trust as well as supporting Morra.

 Attracting a new number of customers (30% new customers & 20 -30 % sale
revenues).
 Vietnamese brand but high - quality

1.4 Realistic

Morra accused of plagiarizing packaging and advertising images from Le Labo

=>Therefore, this project idea is completely the key issue that needs to be solved by
Morra. Improving the image of Morra to customers.
=> Attracting the attention and interest from potential customers
=> The project idea hits on the psychology of customers, personalized and you deserve
the best things for your body and your soul.

1.5 Timely

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 Around 8 months (July to March)

2. Identify and prioritize target Stakeholders Group

2.1. Demographics 

 Age: 18 - 40 years old 

 Gender: Men, women, teenagers
 Education level: from high school and above and especially those who are
passionate about perfumes and like to create and monopoly
 Occupation: suitable for all professions  
  Location:  Ho Chi Minh City, Dong Nai Province

2.2. Psychographic 

 Hobby: Customers who are passionate about perfumes, collect and keep
meaningful memories, want to be creative and mix their own scents from
Morra's scents. 
 Lifestyle: Modern lifestyle, active, independent, free, the style is fresh, bright,
optimistic, creative and prefer personalization
 Brand Loyalty: Focus on quality and the messages delivered through each
product. At the same time, Morra also concerns about the quality of service to
bring the best experience to customers 
 Attitudes: Having an interest in scents,
 Interests: Interested in beauty, fashion, scents, , prefers to use scented products
such as perfumes, body mist
 Beliefs: Taking care of yourself is a priority. Scents also have a positive effect
on mental health

3. Identify themed Message/ Message style

 Themed Message: “The one and only”

Message style:
“The one and only”
Through this message, Morra wants to convey the meaning that every couple has
its own scent and just only them have that. Even when they’re apart, they'll
remember the flavor of each other like still they will miss and love. Furthermore,
this is a personalized scent just you have. Personalize yourself to make you
confident and you deserve the best things for your body and your soul

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4. Develop a Strategy (Media)

4.1 Internal 

Activities  Time
Pantry: “Work to relax” 13/2 - 14/2:
 Set up the drink and dessert line Valentine 
 Decorate: Each branch is decorated with a different style.
 Color palette: Brown, white, black (signature color of 1/12 - 26/12:
Morra)  Chrismast 
 Set up: Round and square table, comfortable padded
chair 
 There will be bean bags, massage chairs in resting area 30/12 - 30/1: Tet
for staffs to relax holiday

Sweet night  Once every 3

 Barbecue party months
 Exchange activities between employees of branches 
 Memory wall: attach photos and memory from branches 
 Welcoming party for new employees 
 Birthday party for employees with birthdays in 3 months
 Commendation for the branch with the highest sales in 3
months
 Reward employees with excellent performance

Morra Charity Foundation: “We're perfect” Once every 6

 UN Women Vietnam months

4.2 External

Activities Time Channel

Campaign:  Workshop   13/2 - 14/2 - Offline: POSM at
“The one and Morra's store and
only"  TVC, Billboard  1/2 - 15/3 Universities, cosmetic
center and shopping
 Set up display  Universities: centre.
counters at 6/3 - 8/3

15
 universities and  Cosmetic - Online: Facebook,
cosmetic center center: 6/3 - Instagram, Website,
8/3 Newspaper.

- TVC, Billboard on
bus stations and
places: District 1,3,7
Nguyen Hue’s
walking street.

Develop a Strategy (Media) 

Stage 1
Valentine’s Day  Women’s Day
(25/1/2022 - 15/2/2022)
A person comes to the airport to pick up their
lover. However they cannot find their lover
because the airport is crowded. Suddenly they
scent a familiar smell which makes them realize
it’s their lover, they follow the scent and find
their lover. At the end of the clip we will show a
quote “The one and only”, and then our logo and
slogan will appear ended the TVC
Stage 2
 
(25/2/2022 - 8/3/2022)
3 different personalities of women
will appear on screen at different
backgrounds. Each has their own
scent and every time the scene
changes the music will switch to fit
that character.
 “Got Hong” - show a
beautiful and sweety girl
 “Xinh tuoi Viet Nam” - show
a confident and energetic girl
 “Duong Cong” - Show a
charming and vivacious girl

16
III. Execution (action plan) 

ACTION PLAN
TIME TACTIC DETAIL CHANNEL

OFFLINE

 Develop a new communication Facebook,

Preparing strategy for the campaign Online news,
31/6/2021 for all  Contact and sign cooperation Instagram,
- platforms contracts with KOLs and singers. Website,…
15/1/2022

 Design posters, banners, standees,

flyers, print ads, … for the new
campaign's concept
 Prepare the content: Hint about the
event, official information (location,
time, activities)
 Create a schedule to post content on
media channels. (including create
content and key message and hashtag)
 Making TVCs (Valentine and
Woman’s Day)
 Contact to invite and sign a contract
with the brand ambassador - Trang
Bui and Thuan Nguyen
 Contact and research places to show 
TVCs, Billboards at shopping mall,
apartments, comic center, universities,
buses  (District 1, District 3, District
7) 
 Contact online newspaper channels to
promote the campaign
 Create mini - games and arrangement
timeline

STAGE 1: VALENTINE’S DAY (25/1/2022 - 15/2/2022)

17
 TACTIC ONLINE OFFLINE CHANNEL
PR - 1 post explaining
activities about perfume’s
25/1/2022 attractiveness based on
- the smell.
27/1/2022  FACEBOOK
- 1 story-telling post
about 7 people
describing their favorite
perfume smell of their
loved one. 

- A post notify that Feb

is coming, which mean
Valentine is near

28/1/2022 Pushing - Release the TVC on - TVC will run on FACEBOOK,

our TVC all social media big LED billboard INSTAGRAM
platform at Nga 6 Phu Dong , TIKTOK,
and Nga 4 Pham YOUTUBE,
Ngoc thach, on Website
multiple LCDs in
big shopping malls
on Aeon Tan Phu,
Binh Tan, Van
Hanh Mall and Sai
Gon Central.
29/1/2022 Focus - Sharing and explain - Our POSM:
- 2/2/2022 spreading the deeper meaning of banner and poster
our our message “The one will be placed at
message, and only” through a major 20 bus
setting long distance love stations in central
up all of story  districts. ( 1/2 -
our 14/2)
POSM.
3/2/2022 Hinting - 1 post about the
about unique meaning of Facebook

18
 our  making perfume
yourself for your
partner as a gift. Brief
introducing our
workshop
4/2/2022 - A post recommending
7 perfumes scent
combinations which
you and your partner
can use 

6/2/2022 - Announcement of the FACEBOOK,

organizing place : INSTAGRAM
 13/2/2022 - 1300
Phạm Văn Thuận,
Phường Tân Tiến,
Thành Phố Biên Hoà,
Đồng Nai.
 14/2/2022 - 522C
Lê Văn Sỹ, Phường
14, Quận 3, Thành
Phố Hồ Chí Minh.

8/2/2022 - Simultaneously FACEBOOK,

change avatar and INSTAGRAM
cover photo according , WEBSITE
to Valentine's theme

10/2/2022 - Launching Morra FACEBOOK,

Valentine's filter and INSTAGRAM
inviting everyone to , WEBSITE
take a selfie with
Morra's filter, post it
on the story and tag
Morra Viet Nam
11/3- - Running posts on FACEBOOK,
12/3/2022 upcoming workshops INSTAGRAM
and activities , WEBSITE
- Remind the customers
the date, time and
venue of the event

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 - Update event’s  Zing:
activities lively https://zingn
ews.vn/
13/2/2022  Kênh 14:
https://kenh
14.vn/

- Workshop at:
 1300 Phạm Văn
Thuận, Phường Tân
Tiến, Thành Phố
Biên Hoà, Đồng
Nai.
Note: 5 couples per
time make perfume
and give hand gel
for customer go to
this event.
- Livestream on FACEBOOK,
fanpage INSTAGRAM
.
- Interview the
guests
14/2/2022 - Workshop at:
- Livestream on  522C Lê Văn FACEBOOK,
fanpage Sỹ, Phường 14, INSTAGRAM
Quận 3, Thành
Phố Hồ Chí Minh.

Note: 5 couples
per time make
perfume and
give hand gel
for customers
to go to this
event.

- Interview the
guests

15/2/2022 - Post a thank you FACEBOOK, 

post after the INSTAGRAM

20
 workshop.
- Post a highlight
event moment
- Release article   Zing:
https://zingn
ews.vn/
 Kênh 14:
https://kenh
14.vn/

STAGE 2: WOMEN’S DAY (25/2/2022 - 8/3/2022)

TACTIC ONLINE OFFLINE CHANNEL

- Create mini - games FACEBOOK,

on Fan Pages INSTAGRAM
15/1/2022 (Gift including mini - , SOCIAL
- test perfume, voucher) MEDIA AND
15/2/2022  WEBSITE
- Run ads on social
media and out of home 

- Review the article

after having pictures
and reviews from
KOLs

- Check the fan

interaction for the
product reviewed
- A post notify that FACEBOOK,
23/2/2022 March is coming, INSTAGRAM
which mean Woman's
day is near
- Release TVC  about - TVC will run on FACEBOOK,
Morra's Woman day big LED INSTAGRAM
25/2/2022 collection 2022 on all billboards at Nga , TIKTOK,
social media platform 6 Phu Dong and YOUTUBE,
Nga 4 Pham Ngoc Website
thach, on multiple

21
 LCDs in big
shopping malls on
Aeon Tan Phu,
Binh Tan, Van
Hanh Mall and Sai
Gon Central.

1/3/2022 - Post a gif at the - Our POSM: FACEBOOK,

beginning of a new banner and poster INSTAGRAM
month, welcome to will be placed at
Woman day major 20 bus
stations in central
districts. (1/3 -
8/3)
2/3/2022 - Announcement of the - Contact with FACEBOOK,
event and organizing Bakery Store  INSTAGRAM
place : “ Givral since , WEBSITE
 24 Đường D1, KDC 1950” and “Phuc
Him Lam, Phường Tân Long” for the
Hưng, Quận 7, Thành drink
Phố Hồ Chí Minh
 Note: scope of 50
customers register
soon as.

3/3 - - Open link for FACEBOOK,

4/3/2022 customers to register INSTAGRAM
(Indie music: “We’re , WEBSITE 
perfect”)

- Simultaneously
change avatar and
cover photo according
to Woman’s Day theme

- Launching Morra
Woman’s Day filter
and inviting everyone
to take a selfie with
Morra's filter, post it

22
 on the story and tag
Morra Viet Nam
5/3 -  - Running posts on - Set up POSM, FACEBOOK,
6/3/2022 upcoming workshops Booth and Poster INSTAGRAM
and activities in universities , WEBSITE
(HUFLIT,
HUTECH,
- Remind the customers HONG BANG
the date, time and INTERNATION
venue of the event in AL
universities and room UNIVERSITY,
music VAN LANG)
7/3/2022 - Update event’s - Run Booth (PG,  Zing:
activities lively PB) in https://zingn
universities (7/3  ews.vn/
- 8/3):  Kênh 14:
 Test perfume https://kenh
14.vn/
 Live stream on
fanpage
 Interview guest
- Interview the guests - Room music FACEBOOK,
8/3/2022 with line Buffet INSTAGRAM
for 50 special
customers from
18:00 to 21:00

- Livestream on
fanpage

- Post a thank you FACEBOOK, 

post after the INSTAGRAM
workshop.
- Post a highlight
event moment
9/3/2022
- Release article   Zing:
https://zingn
ews.vn/
 Kênh 14:
https://kenh
14.vn/

23
10/3 - Announce about  FACEBOOK,
Morra Charity INSTAGRAM
Foundation: “We're , WEBSITE
perfect”. 
Note: Each 6
months, We will
donate 100millions
vnđ for BCNV -
Breast Cancer
Network Vietnam.

24
IV. Budget 

1. Production budget

Categories Amoun Unit Price Total Price Note

t

TVC launching about 1 200.000.000 200.000.000

Morra's Valentine day A 45s TVC.
collection 2022 The cost is
total: actors,
TVC launching about 1 250.000.0000 250.000.000 models,
Morra's Woman day equipment,
collection 2022 location

Launching Morra 1 7.000.000 filter with

Valentine's filter Morra's logo
and theme
Launching Morra Woman’s 1 selected
Day filter
Decorating  the  Morra’s 3 20.000.000 60.000.000 Decoration at 3
work shop in the new branches: 
concept Quận 3, Quận
7, Biên Hoà
Contact with Bakery Store “ 15.000.000 15.000.000 Cake
Givral since 1950” and
“Phuc Long” for the drink 20.000.000 20.000.000 Drink

2. PR budget

Categories Amoun Unit Price Total Price Note

t

Run ads on social 5 500.000 2.500.000 Facebook ads

media 5 500.000 2.500.000 Instagram ads

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 Run TVC on  big 12 600.000.000 12.000.000.000 For 2 Stage at Nga 6 Phu
LED billboards  Dong and Nga 4 Pham
Ngoc thach, on multiple
LCDs in big shopping
malls on Aeon Tan Phu,
Binh Tan, Van Hanh
Mall and Sai Gon
Central.

POSM - - 60.000.000
Booth - - 50.000.000

3. Influencers

Categories Amount Unit Price Total Price Note

Lê Trúc Phương - 20.000.000 20.000.000 TVC

Peter Thiên Phú - 16.000.000 16.000.000

Influencers hạng A 15 50.000.000 750.000.000 1 post on

Facebook 
Influencers hạng B 30 20.000.000 600.000.000

Influencers hạng C 45 5.000.000 225.000.000

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V. Tools of Measurement & Evaluation 

PLATFORM ACTIVITY TOOL OF EVALUATION

MEASUREMENT
Social Media Morra Charity Foundation: - Page Insight (Facebook, - Social Media
“We're perfect” Instagram, Tiktok)  Reach
- Email (Mailchimp, - Volume of
Valentine’s Day Distribution list) mention 
- Google Analytics  - View 
Women’s Day
- Youtube Analytics - Engagement 
Campaign: “The one and - Keyword research tools - Profile visit 
only" - Website - Revenue
(TrafficEstimate) - Website
Traffic
- Brand
Mentions
PR Articles  Outsource

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VI. Risk Management (Bích Ngọc & Thái Thanh ) 
ACTIVITY RISK
Morra Charity  Being cheated of
Foundation: charity money
“We're perfect”
Valentine’s Day  Kols offers a price too
high for the budget
 Create a mini-game
but no one attends
Women’s Day  Kols offers a price too
high for the budget
 Create a mini-game
but no one attends
Campaign: “The  Due to covid-19, there
one and only" will be few people
attending the
workshop
RESPONSE PLAN
 Verify the identity of the
recipient
 Budgeting and choosing the
right Kols
 Set valuable rewards and
widely communicate, create
attractive minigames
 Budgeting and choosing the
right Kols
 Set valuable rewards and
widely communicate, create
attractive minigames
 Transmit to online event
with limited attendees
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