DIOR Vietnam: A MARCOM proposalby William Do - February 2016 wd.williamdo@gmail.com

1. IntroductionA closer look into Vietnam

1.1 Key Facts 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

1.2 The Luxury Market 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

1.3 Consumers Behavior 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

1.4 Conclusions and Opportunities 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

2. Communications Strategy Branding

“After women, flowers are the most lovely thing God has given the world”

Christian Dior

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:Personality – Authenticity – Accessibility

2.1 Campaign Message

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 found in Dior’s collections and variety of lotuses.

Tagline:

Blossom of Beauty

Christian Dior

“No fashion is ever a success unless it used as a form of seduction”

2.2 Brand Ambassador 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) Local/international media

coverage

‘Chi Pu’ (Nguyen Thuy Chi)

22 years old

Actress/Singer/Dancer/VJ/Producer/Director

Active in charity works

She speaks English

Bubbly, young, playful, popular and sincere. She has a similar personality to J Law

The perfect brand ambassador for Dior Vietnam

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

Back in 2012, Jennifer Lawrence, at only 22, became the new face of Dior

The collaboration has proven to be successful – She has been signed until 2017

Chi Pu, The Blossom of Beauty

Christian Dior

“My dream? To make women happier and more beautiful”

2.3 Sponsoring Fashion Programs

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 Influence the local fashion scene

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

2.3.4 Outdoor Marketing - Distribution

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

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

2.3.3 ExhibitionObjective 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 Gain the attention of the media

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

Christian Dior

“It is not money that makes you well dressed: it is understanding”

2.3. Event(s): Influencer marketing

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 (Asian mentality)

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

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)

“By being natural and sincere, one often can create revolutions without having

sought them” Christian Dior

3. ConclusionExpected outcomes

3.1 ROMI 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

3.1 ROMI 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

3.2 Recommendations 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