UxVN

Marketing
Campaign
Proposal
Today's
Agenda
Overview

About UxVN
Buyers' Personas
SWOT Analysis
SMART Objectives
Timeline & Distribution
Budget Plan
Measurement
About
Uniqlo VN

Uniqlo is a clothing company founded in Yamaguchi,

Japan in 1949. UNIQLO launched in Vietnam with the first
store opening in Ho Chi Minh City on 6th December 2019.
Until now, there are six stores in Vietnam includes Ho Chi
Minh city and Ha Noi city.
UxVN UNIQLO VIETNAM
1st Anniversary Special
Project
The first time gathered six specific world-famous
Vietnamese local brands: Vinamilk, Sabeco, Bánh Mì 362,
Phở Hòa, Biti’s, Trung Nguyên Legend.

Integrating the classic logos and style patterns into the

design, bringing a positive and friendly attitude of
Vietnamese is displayed by UxVN wonderfully; let
consumers see the beauty of Vietnam through cultural
and creative values.
 Pham Rong

Pham Rong (Founder Vuon

Collaborate with Illutrastion) - Vietnamese artist This design is bringing a positive

was an illustrator of Uniqlo for and friendly attitude of
Vietnamese is displayed by UxVN

Pham Rong
integrating and designing the
basic logo and images into the wonderfully; let consumers see
stickers through UTme the beauty of Vietnam through
campaign. cultural and creative values.

This time these special designs

created again as part of the
collaboration between Uniqlo
and Pham Rong will be featured
at the stores to introduce the
culture to customers.
VINAMILK

Longevity Brand is a brand of canned condensed milk. It is

a popular ingredient in Vietnamese iced coffee with milk
drinks and various other Vietnamese desserts.

VINAMILK is a leading nutrition group in Vietnam reaching

more than 50 countries
 SABECO

The unique taste of Saigon Beer is the inspiring taste

combined with the spirit of Saigonese’s generosity and the
rich of the Southern land, making it an indispensable part
of everyday life.
BÁNH MÌ 362
That’s a symphony in a sandwich. Banh Mi 362 has been
since the 1980s. It was stuffed with an ever-varying
combination of meats, vegetables, and sauces. Banh Mi
362 is one of the most popular Banh Mi brands in
Vietnam.
PHO HOA
The best Pho outfits focus on creating a clear but flavorful
broth which is a highlight of Vietnamese culinary. Pho
Hoa has served pho since 1975. Thanks to the special,
traditional recipe through many generations, Pho Hoa is
one of the oldest and most popular Pho brands.
BITI’S
Started as a small-scale workshop with merely 20 workers
in 1982, with our great determination, strong will, and
unchanging humility for further success, Biti’s stood firm
through the subsidy period of the national economy to
establish and prove our current position.
TRUNG NGUYÊN
LEGEND
Coffee is deeply woven into the social and economic fabric of
Vietnam. Trung Nguyen Legend is special for creativity: We
grow our own - We are green - We are international. Trung
Nguyen coffee products in more than 50 countries
worldwide.
New
Products
Release

From March 1st, 2021

Buyer Personas
 Background Demographics Identifiers
Name
University Students​ 23 years old Talkative​
Thai Hoang Nguyen Middle-income family ​ ​Female Fashion: Casual style
Only Child ​ ​Monthly allowance: 300 USD​ ​Frequent social media users​
From Ho Chi Minh, Vietnam ​

Goals Challenges
Social media influencer​ Limited outlets in Vietnam What can we do
Have a good fashion trend ​ ​Hot and humid country ​ • We support online shopping all over Vietnam ​
• We going to launch a Vietnamese local logo T-shirt​

Real quotes
• “There are limited Uniqlo outlets in Vietnam where all of them are far from
my home.”​ Common objectives
• “I wish I can have more Uniqlo T-shirts because Vietnam is a hot and • Limited outlets in Vietnam​
humid country.”​

Marketing Messaging Elevator Pitch

• You can download our apps or browse our websites for online shopping Please stay tuned for our new product launching. We will definitely give you a
and shipping areas cover the whole of Vietnam. fresh yet unique which represents local Vietnamese. We believed that it would
• ​Please stay tuned to our official social media and website, we are going to go viral on the internet and the products were limited and can be purchased on
launch the Vietnam local Uniqlo T-shirts as soon as possible.​ official websites and app. ​
 Background Demographics Identifiers
Name
Software Developer​ Male​ Simple demeanor
LE TAN PHAT Working at FPT for 2 years​ 25-year-olds​ ​Reach by personal e-mail/phone​
Not married​ Personal Income: $1500
Ho Chi Minh City, Vietnam​

Goals Challenges
• Develop software for computing
Rapid technology advancement
What can we do
applications and customer demands​Work as a • Online shopping for simple and basic outfit for who doesn't have enough time
• ​Also responsible for system design ​ for physical shopping​
“nights and weekends” project​​
• Create comfortable and flexible feeling through new Vietnamese local logo T-
shirt launch​​

Real quotes Common objectives

• "I'm working under pressured environments and striving to complete the
project on time."
• ​"It's been difficult gaining over competitors and stand out in the market due
to the rapid technology advancement."​
Marketing Messaging
• Uniqlo’s products create a comfortable feeling and increase productivity at
work.​Uniqlo wants to expand online shopping and physical shopping as
well to reach a larger target market.​
The limited brand presence of Uniqlo in Vietnam causes a lack of brand recognition. ​
Elevator Pitch
We commit to expand physical stores to offer wide range of products that are
fitted toward a mass target market. Therefore, customer are able to experience
the high quality made acessible to eveyone. Moreover, celebrity is raising our
brand recognition through their highly appreciation of affordable and qualified
products.. ​
 Background Demographics Identifiers
Name
Head of Marketing Female Calm demeanor​
LE NHAT HA Worked for 10 years ​Age 30-45 Probably has an assistant screening calls
Married with 1 children (6)​ Income: $4,000 ​Asks to receive collateral mailed/printed​

Goals Challenges What can we do

• Deal with suppliers for the next • The budget for the next marketing
• The formal clothes make her comfortable and confident when meeting business
marketing campaigns​ campaigns is not enough​
partners​
• Raise her daughter​ • Her daughter is going kindergarten​
• Cute clothes and accessories for her daughter ​

Real quotes Common objectives

• “For the next meeting with a new business partner, I want to appear I’m afraid that the brand doesn’t have clothes that are suitable for my style​
politely and professionally​“, "The first impression is important” I am busy shopping in-store, but this brand only has online service in Japan​
• ​“My daughter is growing up and her old clothes is not fit for her”​

Elevator Pitch
Our new collection gives you costumes, not only elegant, formal but also
Marketing Messaging simple and active. It is suitable for both working and going out. Besides, we
• UxVN Collection also have children's outfits applied AIRism technology that helps your daughter
feel free all-day​
SWOT Analysis
Strengths
• Well-fined Facebook, Instagram, Pinterest strategies continue to grow
• Good relationships with influencers through which we can promote content to generate additional
traffic
• Many people engaging in community forums is strength for lead nurturing and loyalty leading to
repeat sales and advocacy

Weaknesses
• Inability to track ROI from current websites
• Website traffic through YouTube is the lowest of other platforms
• Current efforts are not effectively providing SEO
Opportunities
• The popularity of the artist's cultural projects will increase our brand awareness
• Animated video explainers of product could improve the conversion rate
• Increasing audience interactions with content through live streams on TikTok is a recent new trend for
lead generation.

Threats
• Competitors could establish better relationships with influencers to further promote their content
• Competitors can develop a better resource center to increase their traffic from SEO
SWOT Action Plan
 Begin testing of paid search distribution for existing content that has performed well and rolls out new content if
B
results are good

Collaborate with 3 TikTok influencers to introduce our products through live streams, videos on their
C
accounts

C Create 5 videos marketing for supporting the landing page and other social media platforms

Increase website traffic through YouTube by 1 paid video advertising and collaborating with 5 YouTube
I
influencers

O Organize a product launch event and visual merchandising in the physical stores

Leverage technology to improve personalization for returning leads (email marketing, mobile marketing…)
L
SMART goal setting &
Strategy Alignment
 CUSTOMER LIFECYCLE STAGE

Increase brand
awareness and visits to
REACH company websites,
apps, and social
Increase audience
network sites.
interactions with content
on company-owned media ACT
platforms to generate
leads. Increase conversion rates
from leads to sales
CONVERT
volumes achieved online
or offline.
Increase long-term customer
engagement and loyalty leading
ENGAGE
to repeat sales and advocacy.
 SMART goal setting

Customer lifecycle stage SMART objectives Strategies to Key performance

achieve goals indicators

New visits to the landing The collaboration with the KOLs Number of new
page of the campaign are and artists that post our products on organic visits to the
500 000 in 1 month their social media platform site
1. Reach
Paid social media, search
distribution for the landing page
 SMART goal setting

Customer lifecycle stage SMART objectives Strategies to Key performance

achieve goals indicators

Visits stay on the A video marketing on the landing Visits stay on the site
landing page of the page for more than 1 second
campaign for more than %
2. Act 1 second by 50% of new
visits in 1 month
 SMART goal setting

Customer lifecycle stage SMART objectives Strategies to Key performance

achieve goals indicators

Lead to customer The organization of a product launch Lead to customer

conversion rate by 6% in event and visual merchandising in conversion rate %
3. Convert 1 month the physical stores
 SMART goal setting

Customer lifecycle stage SMART objectives Strategies to Key performance

achieve goals indicators

Leverage technology to improve

personalization for returning leads.
4. Engage
Content Marketing
Matrix
Content Timeline + Content
Distribution
 Content Timeline
Distribution Channel

January February March 2021

PLANNING 2021 2021
April 2021

Plan Our Timeline

Choose Our Targeted Buyer Persona

Work with Copywriter for Promotion Copy

 Content Timeline
Distribution Channel

January February March 2021

SEO 2021 2021
April 2021

Acquire Backlinks to Content

Promote Content with a Blog Post

 Content Timeline
Distribution Channel

January February March 2021

EMAIL 2021 2021
April 2021

Send Email to Leads and Customers

Add Link to Content in Email Signature

 Content Timeline
Distribution Channel

January February March 2021

SOCIAL MEDIA 2021 2021
April 2021

Plan and Share Posts on:

• Facebook

• Instagram

• Pinterest

• YouTube

Share on Relevant Groups

Schedule and Host a Facebook Live Event

 Content Timeline
Distribution Channel

January February March 2021

LIVE EVENTS 2021 2021
April 2021

Host a Webinar to Promote the Content

Share Content at Conferences & Events

 Content Timeline
Distribution Channel

January February March 2021

INFLUENCER MARKETING 2021 2021
April 2021

Ask Your Network Influencers to Share

Reach Out to New Influencers to Ask if They’ll

Share
 Content Timeline
Distribution Channel

January February March 2021

WORD-OF-MOUTH MARKETING April 2021
2021 2021

Add Social Sharing Buttons on

• Content Landing Pages

• The Content Itself

• Follow-Up Emails

Ask Employees to Share with Their Personal

and Professional Networks
 Content Timeline
Distribution Channel

January February March 2021

PAID SEARCH 2021 2021
April 2021

Set Up Google Search Campaign

Design Display Ads

 Content Timeline
Distribution Channel

January February March 2021

PAID SOCIAL 2021 2021
April 2021

Create Social Ad Designs and Copy

Create Ad Campaigns on Relevant Social Media

Sites
 Content Timeline
Distribution Channel

January February March 2021

VIDEO 2021 2021
April 2021

The script, Shoot, and Edit Promotional Video

Share Video on Social Media & YouTube

Add Video to Relevant Website Pages

Budget Plan
 Items   Expected Budget (USD) 
Market research  $800 

Social Media  

   Facebook Ads  $400 

   Instagram Ads   $400 

   YouTube Ads  $400 

Email Marketing   $300  

Official Page  

   Hosting, Banner, Logo   $1600 

Sales Promotion  

   In-store posters, coupons,   $3200 

Public relations, Press release  $800 

Event   $1000 

KOLs (10 pax)  $5000 

Artist  $20,000 

Total (USD)  $33,900 

Measurement
  KPI  Expected   Actual  ROI 
Sales  Revenue  50,000 USD  100,000 USD   200% 

Number of new organic visits to

Reach  500,000  700,000  140% 
the site 

Visits stay on the site for more

Act  50%  80%  160% 
than 1 second % 

Lead to customer conversion

Convert   6%  8%  160% 
rate % 
Thank you!