University of finance – marketing faculty of marketing international marketing final exam assignment
d. Public relations and publicity
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| d. Public relations and publicity
Contribution to charity fund and program sponsorship: Every quarter, Trung Nguyen will deduct some amount (about 5% of quarterly profit) for charity and sponsorship activities in Korea. This will help the company build a good image and gain a positive attitude from the Korean public towards the brand. 26 Participating in product fairs and exhibitions: In order to make its products known to more people, and have the opportunity to find customers and partners, Trung Nguyen will actively participate in product exhibitions, especially coffee (usually held in August) in Korea. e. Word-of-mouth marketing With each product of the coffee bag sold, there is always a thank you letter with the content: "Thank you for choosing us, hope you enjoy the taste of coffee, please spread this to everyone by taking product photos and don't forget to tag Trung Nguyen, love you!" To measure the effectiveness of communication campaigns,Trung Nguyen will measure the amount based on the number of people accessing advertisements on social networking platforms, comparing buyers, interactions on fanpage, posts after each campaign launch, look at the audience's attitude towards the posts or videos of the KOLs - Influencers collaborating. Survey brand awareness rate, top of mind. From there, it is possible to evaluate the effectiveness of communication campaigns or consider adjusting them to be more appropriate. 7.2 Timeline Table 7.2 Timeline of Marketing Program in the first year Evaluation, Measurement and Control 8.1 Evaluation and Measurement To best evaluate the effectiveness of a marketing plan, it is necessary to track each type of marketing activity in the plan. Here are some monitoring techniques to evaluate and measure Trung Nguyen's "Sáng tạo" filter coffee product strategy: |