Proposed by CASUL® INCORPORATED

Integrated Marketing Campaign

Strategy, proposals and creative ideas contained in Agency’s proposals remain the property

of CASUL® INCORPORATED. All rights of the agency reserved. Unauthorized copying,

adaptation and dissemination of Agency proposals prohibited. Agency’s terms and

conditions are available upon request.

COPYRIGHT

CASUL® INCORPORTED

702 Nguyễn Văn Linh, Tân Phong, HCMC, 37761300, Vietnam

Tel: (+4) 38672496– Fax: (+4) 38628314

AGENDA

IntroductionTarget

AudienceKey Message

Big Idea

ScheduleBudget IMC Tools Objectives

I. INTRODUCTION

● Founder: Craig Sams and his wife, Josephine Fairley

● UK-based chocolate company● First organic chocolate product, awarded

the Fair Trade designation

Campaign:● 6 months campaign period: September

9th 2014 to February 9th 2015.● Launch date significance: Christmas

Holiday

II. TARGET AUDIENCE

• Ho Chi Minh CityGeographics

• Females• 30 – 50 years old• High income• Married, have children

Demographics

• Chocolate lovers• Care about health & nutrition in each

product• Consume chocolate (eat, cooking, gifts)• Experiencers & Achievers

Psychographics

• Consume (eating, cooking, gift-giving) a few chocolate bars each month

• Amount of consumption may increase during special occasions (birthdays, holidays)

Buying Behaviours

• Good for their health• Completely organic food – safe to eat• Feeling ethical – Fair Trade

Benefits Sought

III. Big Idea & Objectives

• Green & Black’s organic dark chocolate is the healthy choice.Key Message

• “It’s a guilt-free pleasure.” Slogan

• PRIMARY: To achieve brand awareness

by 15% of the target audience by the end of the campaign

• SECONDARY: To reach 15% of the target audience to recognise Green & Black’s as one with obligations towards all of its “green” credentials, by the end of 6 months.

Communication Objectives

• To reach 5,000 likes on Green & Black’s Vietnam facebook page by the end of the campaign

Action Objectives

IV. IMC Tools

Above the Line

TVC

Print Ads

Online Banner

OOH: Billboards

SEO

IMC ToolsORGANISATIONAL CHART

PRINT AD & BILLBOARD

Print AdBillboard & Online Banner

Angles to recommend Activity Publication Format

1. The importance of green packaging

2. Ethical sourcing: ways in which Fair Trade

improves the lives of farmers

3. Reasons why dark chocolates are good for

women

4. Family treats made from chocolate

Online Article

 

Vnexpress 500-700 words +photos

Dan tri

Magazines

Dep

Full pageElle

Cosmopolitan

Forum Seeding

 

Webtretho

Forum posts + photos

Eva

Lamchame

PR ANGLES

PHOTO CONTEST - My Chocolate and Me

• Time: 25/11 – 25/12• Photo & Caption• Content: Homemade chocolate dessert +

family having fun cooking

EVENT / AWARDS NIGHT - My Chocolate and Me

Prizes Event (26/12)

Free samples + Recipe Book

Chocolate Party + Live Cooking Demonstration

TVCs – Vignette, slice-of-life, comparison

Episode 1 Episode 2

V. TIMELINE

Sep

• Print & Online

• SEO• TVCs• Spon

sor• Billbo

ard

Oct

• Print & Online

• SEO• Sales

promotion

• Billboard

Nov

• Print & Online

• SEO• PR

articles

• Billboard

Dec

• Print & Online

• SEO• Conte

st –Christmas

• Direct Marketing

• Forum seeding

V. BUDGET ESTIMATION

IMC Tools Estimate Budget ($)

TVCs $60,000

Print Ads $25,000

Online Ads $20,000

Billboards $30,000

SEO $9,000

Direct Marketing $5,000

Sales Promotion $15,000

Facebook Competition $5,000

Forum Seeding $5,000

Total $174,000

Total (12% Media Buying Discount) $153,120

Long-term Plan

Phase 1 • Brand Awareness

Phase 2 • Brand Identity

Phase 3 • CSR Campaign

Le Minh Thai - Cameraman

CREDITS

Thank You!

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Trade, viewed 17 August 2014, <http://www.itpc.gov.vn/investors/how_to_invest/law/Circular_No.08_2013_BCT/

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Lan, T. 2014, Regulations on Labelling, Vietrade.gov.vn. viewed 17 August 2014,

<http://www.vietrade.gov.vn/en/index.php?option=com_content&view=article&id=784&Itemid=180>.

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<https://www.greenandblacks.com/ca/purely-chocolate/books-on-chocolate.html>.

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<http://www.greenandblacks.co.uk/frequently-asked-questions>.

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Tradingeconomics.com, 2014, Vietnam Inflation Rate | 1996-2014 | Data | Chart | Calendar | Forecast, viewed 17 August 2014,

<http://www.tradingeconomics.com/vietnam/inflation-cpi>.

Vietnambranding.com, 2014, Thương hiệu - Quảng bá thương hiệu, viewed 17 August 2014, <http://vietnambranding.com/thong-

tin/phong-su-thuong-hieu/9525/Chon-phan-khuc-cho-socola-Viet->.

West, G. 2014, ‘This is not a chocolate bar’ Green & Black's campaign from Mother unveiled, The Drum. viewed 17 August 2014,

<http://www.thedrum.com/news/2013/03/14/not-chocolate-bar-green-blacks-campaign-mother-unveiled>.

West, G. 2014, ‘This is not a chocolate bar’ Green & Black's campaign from Mother unveiled, The Drum. viewed 17 August 2014,

<http://www.thedrum.com/news/2013/03/14/not-chocolate-bar-green-blacks-campaign-mother-unveiled>.

womenshealthmag.com, 2014, 9 Health Benefits of Chocolate, viewed 17 August 2014,

<http://www.womenshealthmag.com/health/benefits-of-chocolate?page=9>.

Zhang, M. 2014, Vietnam Economic Outlook 2014: Exports, FDI To Support Growth, International Business Times. viewed 17

August 2014, <http://www.ibtimes.com/vietnam-economic-outlook-2014-exports-fdi-support-growth-1525182>.