February 2016 The main goals of this PR and Communications plan are to educate consumers about the brand and increase brand resonance within the Vietnamese luxury market. The plan is divided as followed: 1. Key facts about Vietnam, the luxury market, and local consumers behavior 2. IMC campaign and implementation details (focus on branding) 3. Conclusion and recommendations

1. by William Do - February 2016
wd.williamdo@gmail.com

2. A closer look into Vietnam

3.  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

4.  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

5.  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

6.  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

7. Branding

8. Christian Dior

9.  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:

10.  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
Tagline:

11. Christian Dior

12. 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)

13.  ‘Chi Pu’ (Nguyen Thuy Chi)
 22 years old
 Actress/Singer/Dancer/VJ/Prod
ucer/Director
 Active in charity works
 She speaks English
 Bubbly, young, playful, popular
and sincere. She has a similar
personality to J Law

14.  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

15.  Back in 2012,
Jennifer
Lawrence, at
only 22,
became the new
face of Dior
 The
collaboration
has proven to
be successful –
She has been

19. Christian Dior

20. 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

21.  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

22. 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

23.  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

24. Objective
 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

25.  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

26. Christian Dior

27. 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

28.  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

29.  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)

30. Christian Dior

31. Expected outcomes

32.  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

33.  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

34.  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