1. 1
1. EXECUTIVE SUMMARY
During the time of integration, the infiltrationof retail franchises is booming throughout
Vietnam, especiallyin Ho Chi Minh city. Ho Chi Minh city is a potential land for many
fields, and retail is not an exception. The emergence of Top brands in the field of retail
couldbe widely known are: CoopMart, Big C, Metro,….. To most people mindset, MWG
is an incorporationwhich is specializedin the fieldof electronic and mobile devices retail
including The Gioi Di Dong and Dien May Xanh. However, having realized the great
potential of the retail market in Vietnam, especiallyinHo Chi Minh city, where the shares
of the modern market is only 5%, which are: Minimart, supermarket, convenient stores a
very small propotionof 72 billion dollars USD in the grand total number of retail market
sharewhich belongstotraditionalmarketand ministores.Beingwell-known forthepioneer
in technologic devices retail, MWG is about to enter this market, byreleasinga whole new
brand on to the market. This newcomer is called“Bach Hoa Xanh”. However, in order to
be able to compete against other opponents in the foodretail market, the first thing to do
for Bach Hoa Xanh is to raise the awareness of public, which is still new to customers.
Therefore, there is a necessity to have a media plan proposedin order to draw the great
attentionof the brand from the public, with the concept aimingfor the familyengagement.
The main purpose of this external PR plan is to raise the awareness of societyabout the
great importance of family engagement by the campaign “Gia đình gắn kết”, marked by
the event “Ngày hội gia đìnhgắn kết” and from that, the brand identityof Bach Hoa Xanh
will gain its popularity through this act of Community Social Responsibility. The main
targeted audience is married women, aged from 25 to 40, along with secondary audience
and special audience, which is men-husband and children from 7 to 12 respectively. By
proceeding this action plan, Bach Hoa Xanh wants to convey a message to customers is
that Bach Hoa Xanh is not only a brand of freshfoodretailing, but also a emotional brand.
The success of this actionplan will contribute to the increasedrate of customers choosing
Bach Hoa Xanh as their next destination, ultimatelyraisingthe sales and revenues of Bach
Hoa Xanh, which support the entire marketing strategies.

2. 2
2. TARGET AUDIENCE
Primary audience :
Housewives
a. Age: 25 – 40
b. Marital status (Married)
c. Customer behaviours
i. Care for the health of their family
ii. Lack of shopping time
iii. Habit of shopping at the end of the months
iv. Middleclass housewives, oftentaking part in online social community
or have the tendency to read online daily news)
Secondary audience
a. Age: 27-40
b. Marital status: married
c. Customer behaviour
i. Care for family, love for their wives, children
ii. Busy with work
iii. Regularly take their family outside for pleasure on weekend
Special audience:
a. Age: 7-12 - students
b. Customer behaviour
i. Often use smartphone, ipad, watch TV, reading comics
ii. Tend to come with parents to amusement park.

3. 3
3. SITUATION ANALYSIS
3.1. Background information
SWOT analysis
1. Strengths
a. Convenient products, low prices
b. As easy to access as department stoers and traditional markets
c. fast, cheap, various, no waste of time for bargain
d. reduced and competitive price
e. Staff payment isreduced, competitiveagainst commonconvenientstores
2. Weaknesses
a. .Lack of brand regconitiom
b. The range of brand influence hasn’t been widely coveredthroughout the
country
c. Bach Hoa Xanh is a moderndepartment store, where hundreds of goods
are available, but somehow still don’t meet the daily shopping demand
of local people
d. Shopping for housewives is not only about buying, it is also about
socializing. Due to the interior design and the business running method,
Bach Hoa Xanh hasn’t been able to replace the names like: Coop Mart,
Big C, or traditional market
3. Opportunities
a. Vietnam consumptionproductisfullofpotential,with20-30billionUSD
per year. While Metro, Big C or Coopmart are account for 20% of the
market share, the other80%belongsto convenient stores,retailstores,…
b. .This kind of shopping model aims at the middleclass, with average or
lowincomes.This is asuitable strategyfortheentranceofa mass market,
where other opponents have just available for 2 years.
4. Threats:
a. Unhygienic, poisonous foods in traditional markets
b. Habit of Vietnamese housewives when going shopping at department
stores and traditional markets

4. 4
c. Housewives mindset: Shopping is not only about buying, it is about a
good opportunity for socializing, which traditional markets and
supermarkets are having this advantage
5. Competitors:
- Đối thủ của BáchhóaXanh không phải là các chuỗi bán lẻ hiệnđại như
Coop Mart, Fivi Mart, Citi Mart hay VinMart và cửa hàng tiện lợi như
Cirle K, B's Mart hay Shop & Go
- BACH HOA XANH hướng đến80% thị phần bán lẻ Việt Nam vẫn nằm
ở các chợ truyền thống và cửa hàng tạp hóa
- Định vị: chợ truyền thống với dịch vụ tốt hơn
3.2.
1. Positioning
 Traditional market with better services.
 Fast and low cost,
 Độ nhận biết thương hiệu còn thấp: Lack in brand awareness
2. Brand image
Yet available.
3. Products
Features Ưu thế
the stores are not located on the
main road, near the residential
areas
easily accessible like department
stores and traditional markets
Various types of goods with over
2000 fresh products daily
Fast, cheap, various, not needfor time
of bargain
Food safety arer qualified, by
using the same provider like
coopmart, satrafood
Price is competitive against market.
No air-conditioners Investment is reduced, price is
competitive

5. 5
Mở cửa 6h-21h30 Time of
opening: 6 AM – 9:30 PM
staff payment are reduced, price is
competitive against convenient stores
a. Media positioning is unavailable
b. : media channel for widespread purpose is not available.
c. Campaigns for customer attention is unavailable.
 In great demand of increasing brand awareness through campaign that conveys the
functionallyemotionalmessageand socialmindsetto raisethe awareness of consumers
about brand awareness and customers’ loyalty.

6. 6
4. OBJECTIVES
1. Branding :
a. Position BACH HOA XANH as a fast and cheap traditional market with better
services
b. Rate of awareness: increases from 5% to 20% in total of expected consumers
2. Media Coverage:
a. Draw the attention from the public and media objectives with heavily
emphazisedmessage, allowing themto understand about the brand in a different
way – Not only a consumption brand but also a brand name of sharing and
engagement
b. Level of understading message: 20% in total of targeted consumers
c. Number of participants in the event Gia dinh Gan Ket: 1500 people

7. 7
5. KEY MESSAGE
 CONCEPT: GIA ĐÌNH GẮN KẾT
 Tagline: Vui gắn kết – Gia đình trên hết
 Time : The media plan is run in 2 months on the occasionof Vietnamese Family Day
(28/6)
 Core insight: Somerimes, family members like parents, children completely forget
about the moment of reunion due to their business, study, personal relationships. A
simple act couldbring about others’happiness, can bring all the family members back
together, enhancing the value of Vietnamese family
 Key message: Eachmember can bring happiness to others inthe family. Realizing the
fact, BACH HOA XANH has heldfamily engagement day called“Gia Dinh Gan Ket”,
where all people, from parents to childrencan enjoyall the entertainingperformances,
leasure activities, or taking part in soft skills class in order to understand more about
the value of family engagement

8. 8
6. STRATEGIES
6.1. Social message
From social media to “Gia dinh gan ket”, leading to the selection of Bach Hoa Xanh
(Reason choosing social message as a way to approach customers
o Social message is a media trend in all fields
o The feature of retail services (supermarkets, markets, convenient stores,
minimarts,…….) inparticular or consumptionin general, has less utilities, so it is hard
to convey the message directly
o Using Social Message is the most effective ways and easily approachable.
o Famous brands like Coca-Colahas a tendencyto choose Emotional Message due to the
fact that it already has its loyal customers. Emotional message will have a larger impact
on the community.
Using social message when the customer base for the brand is unavailable will enable
to create a new community for the brand through realistic and noticeable messages by
going deeper into the social matters and their solutions
 Bach Hoa Xanh is brand new retail service, considered as completelyseparated
from the segmentation in the field of electronic and mobile devices of Mobile
World, so it needs to draw the great attentionfrom the public and build a strong
base for the community to grow. Social Message is the most suitable solution
Bach Hoa Xanh’s advantage is putting served meals onsale for housewives who are in
lack of time, along with family utilityproducts. The insight is aiming at family health
care and tight relationship, leading to the concept of family engagement).
Choosing this concept will go along with solving the social problems that occur to
housewives (targeted customers)
Acquired Objectives:
• Draw the attention, creating a viral phenomenon of the campaign, so that they
can understand the message.
• Social message is available for conveyance
• Increase the rate of brand awareness.
Public interest for the message and the family engagement known as “Gia Dinh Gan
Ket”

9. 9
Interactive activities along with the great variety in brands, raising awareness and
fondness of the customers when looking up and using BACH HOA XANH products
• Many sale increasing activities which are put among the campaign
• Campaign has been held with an intention of creating the relationship, trust among
customers. Bach Hoa Xanh, a brand new type of convenient store, where customers’
demand of shopping are satisfied, making your family dinner reduce the time of
preparation, but still guarantee the strong relationship among family members
Public interest for the message and the family engagement known as “Gia Dinh Gan
Ket”
Interactive activities along with the great variety in brands, raising awareness and
fondness of the customers when looking up and using BACH HOA XANH products
• Many sale increasing activities which are put among the campaign
• Campaign has been held with an intention of creating the relationship, trust among
customers. Bach Hoa Xanh, a brand new type of convenient store, where customers’
demand of shopping are satisfied, making your family dinner reduce the time of
preparation, but still guarantee the strong relationship among family members
Why customers will choose Bách Hóa Xanh – Final outcome
Public interest for the message and the family engagement known as “Gia Dinh Gan
Ket”
Interactive activities along with the great variety in brands, raising awareness and
fondness of the customers when looking up and using BACH HOA XANH products
• Many sale increasing activities which are put among the campaign
• Campaign has been held with an intention of creating the relationship, trust among
customers. BachHoa Xanh, a brand new type of convenient store, wklhere customers’
demand of shopping are satisfied, making your family dinner reduce the time of
preparation, but still guarantee the strong relationship among family members

10. 10
6.2. Process of perceptionandstrategies

11. 11
7. TACTICS
PRE-LAUNCHING
(15/5-30/5)
LAUNCHING
(1/6-28/6)
REMAIN
(29/6-15/7)
Objectives
Making curiosity about
the campaign
Guide consumers about
the aim of campaign
Promoting infomation
Enhance interaction
Increase brand awareness and
campaign messages
Building faith
•Maintaining provide
information
•Enhance interaction
Tagline Gia dinh gan ket
Family cohesion make
happiness
Happiness cohesion from
family
Activities
-Main activities
Introduce viral clip
Main activities
Event: Gia đình gắn kết
Main activities
Family health nutritional
counseling workshop
Extra activities
Introduce microsite
Push PR for campaign.
(editorial)
Comic “Vegetables
family”
Extra activities
Operating online event
Extra activities
Maintaining microsite
Operating Minigame
periodically
Maintaining fanpage
Channel
Advertorial (content
editorial)
Viral clip
Fanpage
Vlog
Microsite
Advertorial (content editorial,
advertorial)
Print Ads
Fanpage
Youtube
Microsite
Advertorial (advertorial
+editorial)
Microsite
Fanpage
Print ads

12. 12
8. ACTION PLAN
8.1. General actionplan
8.1.1. PHASE 1:
Time: 15 days ( 15/05/2017 - 30/05/2017)
Mục đích: Tạo sự tò mò về chiến dịch
Main activities:
Tools Content Purpose Graphics
Viral clip Content clips:
a student, a marriedman , one journalist
and they are ona bus. Each personhas
their own story.
The Student has run away from home
because of an argument between her and
parents about career orientation. The
man wanted to take his wife to travel
because he hav not visitedhome for a
long time. A journalist goes for
operational picture. All accidentally
Conveying the
happiness messages
from familycohesion
through viral clip.
Brand image is
cleverlyintegrated
Integrating
Family
campaign
logo
mounted on
the clip
The end of
clip,
campaign
logo appears

13. 13
involved in a volunteer group to a charity
in Tay Ban in Viet Nam
During the days of volunteering,
spectacular sceneries attract them, the
intimacy betweenstrangers, the
happiniess of natives. Everyone thought
about the value of life, familyvalues.
On the returning, the conflict is dealed,
the camaraderie as brothers, eachone
returns to gather with family, and dispel
any misunderstanding, linking together.
The student and family understand each
other and they accept her dream decision.
The man with his wife visit her parents.
Journalists returnedorphanage where he
was raised.
Advertotial
(content
Editorial)
“Đã bao lâu rồi bạn không ăn cơm cùng
bố mẹ mình ?”
Những dấu hiệu chứng tỏ rằng gia đình
bạn thiếu sự gắng kết
Liệu rằng ta đã dành đủ thời gian cho gia
đình ?
Công nghệ đang chia cắt gia đình mỗi
người chúng ta
Hãy gắn kết gia đình của bạn khi còn có
thể !
TS Huỳnh Văn Sơn: “Sự gắn kết là nền
tảng cho một hạnh phúc lâu bền”
Liệu cha mẹ đã hiểu con mình đúng cách
?
“ Hơn 60% người Việt Nam không dành
đủ thời gian cho gia đình”.
Positive issues and
negative issues
related to family
engagement to
confirm importance
of engagement

14. 14
Vlog the vlogger participate : - JVevermind (
sharing stories aroundthe lives of
students away from home ) - Huyme (
sharing the problems that young people or
disagreement with parent in the family ) -
An Nguy ( Sharing how to make family
understand each other better ) - Củ tỏi
(singing a cover of family – fun style
usual )
Microsite Comic
Stories about familyRadish
- Mom Tomato cookedmeal .
- Dad Cauliflower is always on late! -
Carrot hides mother to go out.
- Family travel vegetables .
- Mom Tomato teach Carrot taught .
- Parents angry at each other
Each comic will be
postedperiodically
on Facebookand
made into animated
film postedto
Youtube channel .
Comics will not post
the ending of each
episode , but want to
know the ending ,
they must clickon
the link of the
program channel to
watch cartoons .
Fanpage Post online news about Family (3 posts a
week)
- Share Family stories (3 posts a week)
- Post comic "Vegetable Family" (1 story a
week)
- Share video "A Day Off With Stars" (2
video a week)

15. 15
8.1.2. PHASE 2:
Time: 30 ngày (01/06/2017 – 28/06/2017)
Purpose: Increase brand and level of understanding the campaign message.
Main activities:
Tools Content Purpose Graphics
Online Event
(01/06/2017 –
28/06/2017)
Khách hàng quay và gửi clip
Fanpage
(01/06/2017 –
28/06/2017
Share VlogaboutFamily(2 vloga week)
- Share Online Newsaboutthe campaign(3
postsa week)
- Post"SkillsClass"(3postsa week)
- Post information about the Bach Hoa
Xanh campaign (2 post a week)
Advertorial
(Content
editorial)
(01/06/2017 –
28/06/2017)
“Tổng thống Obama:“Ở nhà, tôi chỉ
đứng phía sauvợ và 2 đứa con gái”
“Ghen tị” với chùm ảnh hạnh phúc
của nhà Beckham
8 mẹo đơn giản giúp gắn kết các
thành viên trong gia đình
Cuối tuần nên đi đâu cùnggia đình ?
Nhữngtròchơiteambuidinggiúpgắn
kết gia đình
Hoàng Bách chia sẻ bí kíp gìn giữ tổ
ấm của mình
Thực đơncho mâm cơm giađìnhcuối
tuần
18 câu châm ngôn hay về gia đình
hạnh phúc
Ý nghĩa ngày gia đình Việt Nam
Khắp nơi tưng bừng ngày gia đình
Việt Nam”

16. 16
Print ads
(01/06/2017 –
28/06/2017)
Sôi động trong ngày khai mạc ngày
hội “Gia đình gắn kết”
Background is My Linh family –
endorsements for the campaign
Provoke curiosity
Press
conference
(22/05/2017)
GEM Center Announce to the
press about the
upcoming event on
25/08/2017
Event
25/8
Interesting teamwork games
Foodstalls
Flashmob
Photograph
Create Engagement
place for family
members by
interesting
activities
8.1.3. PHASE 3:
Time: 15 days ( 29/06/2017 - 15/07/2017)
Purpose: Maintain the brand awareness and brand loyalty
Main activities:
Tools Content Purpose Graphics
Advertorial
(content
advertorial
+ editorial)
Bách Hóa Xanh – người bạn đồnghành
cùng ngày hội “Gia đình gắn kết”
Hơn500giađìnhthamdựngàyhội“Gia
đình gắn kết”
Sôi động trong ngày khai mạcngày hội
“Gia đình gắn kết”
Cùng xem các “đấng mày râu” trổ tài
vào bếp tại ngày hội“Gia đình gắn kết”
Thôngđiệpýnghĩađếntừngàyhội“Gia
đình gắn kết”

17. 17
Những khoảng khắc đáng nhớ tại ngày
hội “Gia đình gắn kết”
Cùng nghe Cô Diệu thảochia sẻ về dinh
dưỡng sức khỏe gia đình
Ca sĩ Mỹ Linh hạnh phúcbênchồngcon
tại ngày hội “Gia đình gắn kết”
Minigames 2 minigames/ week on fanpage. Maintain
interactions with
fans
Fanpage Share photos of the Day “Gia dinh gan ket”
Posts video clips of Gia dinh gan ket
Pick up the lucky guy
Regularly posts about Gan Ket messages
Microsite Comic, anime about Vegetables family Maintain
interactions with
fans
8.2. Event agenda:
8.2.1. Press conference ( 22/5/2017)
Organizer: Mobile WorldInvesment Corporation
Category: event (Press release)
Location: GEM Center ( No. 8 Nguyễn Bỉnh Khiêm Str, Đa Kao, Dist 1, HCM city)
Time: 9h00-11h30, 22/6/2017
AGENDA
Time: Content: Detail: Performer: Note:
9:00 - 9:10 Welcome
- 2 PGs stand in front gate to welcome
invitee
- Receptionhang out Press kit and
PG,
Receptionists

18. 18
sticker of "Gia dinh gan ket" campaign
to reporter
9h10 -
9h25
Teabreak
- Receptionist guide invitee to hall to
have teabreak, ready for press
conference
Receptionist
9h25 -
9h30
Preparation - Receptionists guide invitee to the seat Receptionist
9g30 -
9h40
Opening
- MC introduce delegate and
inaugurate the press release
- MC,
Receptionists
- Sound
- Light
Receptionists
hang out
press release
9h40 -
10h00
- General manager of Mobile Work
Invesment Corpotationintroduces "Gia
dinh gan ket" campaign (show clip)
- Sound
- Light
10h00 -
10h10
- Committee representative states
- Sound
- Light
10h10 -
10h50
- General manager of Mobile World
Investiment Corperationhave a
conversation with reporter
- Sound
- Light
10h50-
11h00
Ending
- Thank you speak
- Give door gifts
- Take a photo with backdrop
- Ending ceremonior
- MC
-Receptionists
8.2.2. Event GiaDinhGanKet.
8.2.2.1.Agenda
Agenda
Time Activity
8h00 Welcome

19. 19
9h00 Take photo with photo conner
9h30 Check attendence familytaking contest
10h00 - 10h40
Game 1: Caro bức tốc
Opening “Bách hóa vui vẻ”
Opening stalls
10h50 - 11h50 Game 2: Gia đình gắn kết
12h00 - 13h00
Lunch time
Flash mod
13h00 - 13h30 Flashmob
13h45 - 14h25 Game 3: Chung sức
14h30 - 15h00 Game 4: Bong bóng gia đình
15h00 - 16h00 Game 5: Bịt mắt vượt mê cung
16h15 - 16h45
Talk show: Chìakhóa “vàng” gắn kết giađình
Việt.
16h45 - 17h00
Announce contest result
Awarding gift
8.2.2.2. Content :
EVENT “FAMILY ENGAGEMENT FESTIVAL DAY”-GIA ĐÌNH GẮN KẾT
9. Theme: Gắn kết
10. Key message: Vui gắn kết – Gia đình trên hết
11. Location: Hoa Lu Stadium – 2 Dinh Tien Hoang, Ward Da Kao, District 1
Area Description Main activities
Outdoor
game
“Caro bứt tóc” I. Caro but toc (40 minutes)
 Playground: Flat and wide are.

20. 20
 Maximum players: Each team is a family, players can
arrange flexibly because team have 3 members against
team have 3 members,team have 4 membersagainst team
have 4 members,…
 Preparation: Line-mark, tokens with different color for a
pack of three.
 Set up: Set up line-mark as a big square include 9 small
square inside, start-line 15 meters far away from big
square.
 Detail:
- Divide into 8 group with 2 team each group, play-
off, the winner will enter the next round.
- When the referee saidgo, respectivelyin order each
member will run up and hit caro squares together. Each
membe places only 1 token a turn then run back to their
line, next turn continuouslyrepeateduntil awinner with 3
tokens line. Note: Can block the opponent's carp moves.
“Bữa trưa gắn kết”
 Playground: Flat and wide area.
 Preparation: Spoon for each team, small plastic ball .
Note: Each ball was marked for an specificingredient
name, players didn’t know what ingredient it is.
 Set up: Set up run line-markand cookingarea for each
team.
 Detail:
- When the referee saidgo, each member take
turn hold the spoon by mouth and run to ingredient
station, get the ball and run to the gather-up area .
Repeat continously to enough 15 balls.
- From 15 balls, referee will named the 15
ingredients, each team have to discuss and cooking a
meal from that 15 ingredients.

21. 21
 Preparation: Pulling rope, protection gloves for
players.
 Detail: Like traditional pulling.
III. Chung suc
(40p)
 Playground: Flat and wide are.
 Maximum players: 12 players each team, opperator
will support about gathering team to have enough
players.

Bong bong gia
dinh (30p)
.
 Playground: Flat and wide area.
 Maximum players: Each team is a family, players can
arrange flexiblybecause team have 3 members against
team have 3 members, team have 4 members against
team have 4 members,…
 Preparation: Line-mark, balloons.
 Set up: Set up line-mark, start-line and gather-up area.
Detail: Eachplayer keeps balloonby knee and leapfroggingto
put the balloonin the basket. During the process if droppedor
made the balloonexplode, that won’t be countedand the next
turn will start, until enough all 10 balloons.
V. Bit mat vuot
me cung (40p)
 Playground: Flat and wide are.
 Prepartion: Line-mark, stick, hanged balloon, eyes
pads
 Set up: Set-up line-mark as a maze, hanged balloons
stand for door separate betweem each section.
 Detail:Eachteam choose1memberto playinthe maze
(with eyes pads). The rest of the team will guide that
member which direction to move properly, hit the
hanged balloons on the road, keep going to reaching
the way out.

22. 22
Engagement
Area
Food area and
interactive
playground
“Bách hóa vui vẻ”
Roulette of Engagement: Each personwill be given one
time to test their fortune and receive the gifts from the
roulette. And if the participants come ingroup of family,
another chance is bonus and after finishing the roulette,
the participant will be stamped the logo of Gia Dinh Gan
Ket
Prizes: Food coupons, Drinks Coupons, Coupons for
activities such henna drawings, tarot,…
Figures paintings and sand drawings: engagement
activitiesforall families,symbolizingthe meaning ofthe
campaign.
T-shirt drawings: Each participant will receive a plain
white T-shirt with the logo of BACH HOA XANH,
which they will use the creativity to paint a picture of
family. The grand prizes will be awarded to 3 most well-
designed t-shirts
Family Junk Food Stand:
Including healthy and tasty snacks for a good energy
restoration for every member of the family: Tropical
fruits, pudding, Matcha ice cream, fruit juices…. In
addition, A sampling stand for Fruit ice blended is
mavailable forfreetrial,with any sizesofbottles,as long
the tasters take photos withthe hashtag: #Giadinhganket.
Happy Department Stands
Stage Venue for
entertaining
activities in the
evening
The combination of all genres of artistic performances, from
teenage idol songs, to Bolero or musical play, dramas related
to the concept “Engagement”

23. 23

24. 24
9. BUDGET :
9.1. PHASE 1 :
TOTAL BUDGET: 285.200.000VND
9.1.1. Viral clip
- Purpose: Conveying the happiness messages from familycohesionthrough
viral clip. Brand image is cleverlyintegrated
- Time: 15/05 – 1/06/2017
- Budget: 26.000.000VND
No. Unit price Quan Days Total
1 Main Actors 3.000.000 4 1 12.000.000
2 Camera + Editing 6.000.000 1 1 6.000.000
3 Photograph 1.000.000 1 1 1.000.000
4 Travel 1.000.000 1 3 3.000.000
5 Figurant 200.000 20 1 4.000.000
9.1.2. Advertorial
- Purpose: Raise awareness, PR for campaign, remainawareness and message
- Time: 15/05 – 15/7/2017
- Budget: 184.800.000VND
No
.
Media Description Quantit
y
Unit
price
Total
1 Blogtamsu.vn PR 1st quality: Articles
with images with the main
page, appears in 2 hours.
3 3.000.000 9.000.000
2 Afamily.vn The articles remaininthe
top6 in the main pages,
and appear in 2 hours
3 15.000.00
0
45.000.000
3 Kenh14.vn 5th categories: remainin
the 6th positionfor 2 hours
3 5.000.000 15.000.000

25. 25
4 Vnexpress.net 3 10.000.00
0
30.000.000
5 Suckhoedoiso
ng.vn
Appear at the following
columns at the same time:
1st position, 3rd position
and 5th positioninthe Main
page for 2 hours
4th positionfor 3 hours
3 10.000.00
0
30.000.000
6 Dantri.com.vn 2nd category: The articles
are set inthe specified
columns and appears on
the main page for 2 hours
3 12.000.00
0
39.000.000
TOTAL 168.000.000
GRAND TOTAL (VAT 10%) 184.800.000
9.1.3. Vlog
- Purpose: Convey message of the campaign
- Time: 15/05 – 15/7/2017
- Budget: 15.000.000VND (3 vloggers)
9.1.4. Microsite:giadinhganket.com
- Purpose: official miniwebsite update informationabout the campaign “Gia
Dinh Gan Ket”
- Time: 15/05 – 15/07/2017
- Budget: 30.000.000VND
9.1.5. Fanpage
- Purpose: Introduce informationfor viral clip, vlog, minigames to raise
awareness
- Time: 15/05 – 28/06/2017
- Budget: 29.400.000VND

26. 26
KPI Weeks Unit price
(VND/like)
Total
100.000likes 80 8.000.000
Management 5 posts/ weeks 8
weeks
1.500.000/week 12.000.000
Administration 8
weeks
8.000.000
Page post
engagement
40 Engagements
(Share, like,
comment) / Posts
(Post tại page, tại
các post của
KOL, Fanpage...)
Total: 10 Posts
Seeding
8
weeks
1.400.000
9.2. PHASE 2
TOTAL BUDGET: 806.769.000VND
9.2.1. Online event:
No. Unit price Quan Days Total
1 Main Actors 3.000.000 4 1 12.000.000
2 Camera + Editing 6.000.000 1 1 6.000.000
3 Photograph 1.000.000 1 1 1.000.000
4 Travel 1.000.000 1 3 3.000.000
5 Figurant 200.000 20 1 4.000.000
9.2.2. Banner ads
- Purpose: Provoke curiosity
- Time: (01/06/2017 – 28/06/2017)

27. 27
- Budget: 209.060.000 VND
9.2.3. Print ads:
- Purpose: Provoke curiosity
- Time: (01/06/2017 – 28/06/2017)
- Budget: 94.220.000VND
No. Media Position Quantity Unit price Total
1 Hạnh phúc Gia
đình
2nd and 3rd
page cover
1 21.060.000 21.060.000
2 Mẹ và bé 1st Page
(21 x 27 cm)
1 32.000.000 32.000.000
3 Thế giới gia đình 2nd Page
(21 x 27 cm)
1 49.000.000 49.000.000
4 Thế giới phụ nữ 2nd Page
Cover
1 72.600.000 72.600.000
5 Phụ nữ HCM City Full page
(25x37 cm)
1 16.000.000 16.000.000
TOTAL 190.060.000
VND
GRAND TOTAL (VAT 10%) 209.060.000
VND

28. 28
9.2.4. Press conference“giađìnhgắn kết” campaign
Organizer: Mobile WorldInvesment Corporation
Category: event (Press release)
Location: GEM Center ( No. 8 Nguyễn Bỉnh Khiêm Str, Đa Kao, Dist 1, HCM
city)
Time: 9h00-11h30, 22/6/2017
Budget : 94.132.192VND
No. CATEGORIES DISCRIPTION QUANTITY UNIT
UNIT
PRICE
SUMM
A DESIGN - IDEA
1 Press conference permit 1 Set
2.000.000 2.000
No. Media Position Quantity Unit price Total
1 Giadinh.net.vn Top banner
(728 x 90
Pixel)
1 15.000.000
VND/Week
15.000.000
VND
2 Zing Top banner
(Main page
– 980 x 90
Pixel)
1 32.000.000
VND/Week
32.000.000
VND
3 Lamchame.com Desktop and
Tablet: 468
x 60 Pixel
Mobile: 320
x 50 Pixel
1 12.210.000
VND/Week
12.210.000
VND
4 Webtretho.com BG,
Background
side-by-side
140 x 570
1 20.000.000
VND/Week
20.000.000
VND
GRAND TOTAL (VAT 10%) 94.220.000
VND

29. 29
2
Design: standee, backdrop,
stage, space for holding
press conference
1 Model
5.000.000
5.000
3 Designpublications
Invatation card,
gifts
1 Set
3.000.000
3.000
B HALL
1
Auditorium rental
package
1 Day
8.000.000 8.000.0
2 Stage
2
Support set up stage,
podium, 2 micros
(Hall rental
package)
1 Set
2.000.000 2.000.0
2
Backdrop frame (size) and
staffs settingup backdrop
(Hall rental
package)
1 Unit
1.000.000 1.000.0
2 Scene for stage Models 1 Set
10.000.000
10.000
2 Projector(4000as) 1 Unit
2.500.000
2.500
3 Standard sound and light
(Hall rental
package)
1 Set
2.000.000 2.000.0
3 Other fee for hall
3
Teabreak : Tea, coffee,
mineral water,…
(Hall rental
package)
20 Person
250.000 5.000.0
3 Service fee 1
1.000.000 1.000.0
C PERSONNEL
1 Director Director 1 Person
5.000.000
5.000
2 Aministration staff 1 Person
4.000.000
4.000
3 PGs and receptionist 2 Person
500.000
1.000

30. 30
4 Photographer and film 2
10.000.000
10.000
5 Walkie talkie Organization 3 Set
300.000
900
6 Tips 1
5.000.000
5.000
D OTHER CATEGORIES
1 Presskit Printedincolor 20 Set
12.000
240
2 Standee 60x160cm 2 Unit
100.000
200
3
Backdrop for press
conferenceroom
3m x 2.3m 6,9 Unit
70.000
483
4 Backdrop for photo corner 3m x 2.3m 6,9 Unit
70.000
483
5 Invatation card
Offset printedin
color, size 20.5
x 10cm, B300
paper
20 Unit
10.000
200
6
Costume for PGs and
receptionists
Costume 2 Set
400.000
800
7 Door-gift Iron lotus 20 Unit
80.000
1.600
8 Press fee 5 Person
1.000.000
5.000
TOTAL 76.40
MANAGE FEE (12%)
9.168
SUBTOTAL
85.574

31. 31
VAT (10%)
8.557
GRAND TOTAL 94.13
9.2.5. Event “ Ngay Hoi GiaDinhGanKet”
Organizer: Mobile WorldInvesment Corporation
Category: outdoor event
Location: HoaLuStadium ( No. 8 Nguyễn Bỉnh Khiêm Str, Đa Kao, Dist 1, HCM city)
Time: 25/06/2017
Budget : 394.856.000
CATEGORY DETAIL UNIT QUAN PRICE SUBTOTAL
PERMIT
Outdoor advertisement
permit unit 1 5.000.000 5.000.000
Local advertisement
permit unit 1 3.000.000 3.000.000
Organization permit unit 1 5.000.000 5.000.000
SUBTOTAL 13.000.000
PERSONNEL
MC person 1 3.000.000 3.000.000
PG person 10 150.000 1.500.000
Security person 10 100.000 1.000.000
Mascot set 6 500.000 3.000.000
Medical team set 1 1.000.000 1.000.000
Hyegiene person 5 300.000 1.500.000
Fire truck unit 1 3.500.000 3.500.000
Volunteer person 20 50.000 1.000.000
Flash mod crew person 15 500.000 7.500.000
SUBTOTAL 36.000.000
LOCATION
RENTAL
Set up (Hoa Lư) stadium day 1 15.000.000 15.000.000
Organization (Hoa Lư
stadium) day 1 50.000.000 50.000.000
SUBTOTAL 65.000.000

32. 32
DESIGN - SET
UP
Stage set 1 80.000.000 80.000.000
Light set 1 7.000.000 7.000.000
Sound set 1 14.000.000 14.000.000
Skylight set 1 8.000.000 8.000.000
Photo conner set 1 3.000.000 3.000.000
Foodstall unit 15 2.000.000 30.000.000
SUBTOTAL 142.000.000
IDEA
Overall plan unit 1 10.000.000 10.000.000
Design unit 1 10.000.000 10.000.000
SUBTOTAL 20.000.000
VIDEO AND Video set 1 3.200.000 3.200.000
PHOTOGRAPH Photograph set 1 2.000.000 2.000.000
SUBTOTAL 5.200.000
PRINTING
Poster unit 1 2.000.000 2.000.000
Backdrop unit 2 500.000 1.000.000
Standee unit 10 200.000 2.000.000
SUBTOTAL 5.000.000
STREET
DECORATION
Banner unit 20 300.000 6.000.000
Bandrole unit 5 800.000 4.000.000
SUBTOTAL 10.000.000
OTHER
CATEGORY
PG costum set 15 40.000 600.000
Electricity day 1 10.000.000 10.000.000
Walkie Talkie set 5 80.000 400.000
Water unit 5 400.000 2.000.000
Air puppet unit 5 500.000 2.500.000
Canopy unit 2 3.500.000 7.000.000
Air gate unit 1 1.800.000 1.800.000
SUBTOTAL 24.300.000
TOTAL 320.500.000
MANAGE FEE (12%) 38.460.000
SUBTOTAL 358.960.000

33. 33
VAT (10%) 35.896.000
GRAND TOTAL 394.856.000
9.3. PHASE 3
TOTAL BUDGET: 71.000.000VND
Quantity Unit price
(VND/like)
Total
Minigames 2 games/ 2 weeks 8.000.000 16.000.000
Print ads 2 Website zingnews 25.000.000 55.000.000
9.4. BUDGET SUMMARY
 TOTAL BUDGET: 877.769.000VND.
10.MONITORING
Monitoring; predict potential problems and recommended the solutions

34. 34
Problem:
- The number of family household is too few
- Families are not enthusiastic to attend the game
- The number of youth and adult is too many. (the aim is the family that have child)
- Unfavorable weather so not to place the game smoothly
- Delayed games
- Injuries when playing games
Solutions:
- Focus on mentality of young family: need to build happiness
- Encourage family that family cohesion is the bết element for happiness,
- Give some example typical familythat they share their experienceforfamilyhappiness
through daily activities -> encourage family to the event
- Encourage the youth to bring their parent to the event. ( use gift or invite some
celebrations to encourage them)
- First-aid kits and medical team.
- Backup promotional activities in cases of delaying

35. 35
11.EVALUATION
OBJECTIVE KPI TOOL
Position BACH HOA
XANH as a fast and cheap
traditional market with
better services
Percentage of customer
consuminggoods,
products in BACH HOA
XANH.
Percentage of busy
housewives stopby
BACH HOA XANH.
Survey
Content analysis
Rate of awareness:
increases from 5% to 20%
in total of expected
consumers
Percentage call the brand
in real life and social
network
Percentage increaseinuse
of hashtags
Percentage increasein
repeat BACH HOA
XANH in life
Google analytics
Facebookanalytics
Media content analysis
Survey research
Level of understanding
message: 20% intotal of
targetedconsumers
Percentage of participants
apply the message in life
Percentage of social media
item containingkey
messages (articles)
Survey
Analysis familycohesion
of family
Monitoringtracking
Number of participants in
the event Gia dinh Gan
Ket: 1500 people
Percentage participants in
attending event
Statistics