Integrated marketing communication campaign for 123 Dzo Vietnamese Cuisine

• Main Author: Bui, Thi Mai Ngoc
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Restaurants—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6234; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13332/viewcontent/Bui_BuiThiMaiNgoc_11574410_1_Redacted.pdf
• Institution: De La Salle University

This Integrated Marketing Campaign is about 123 Dzo Vietnamese Cuisine, a Vietnamese restaurant and bar in Makati City, Philippines. Founded by two Vietnamese and their Filipino partner in 2017, the restaurant serves Vietnamese food and few variants of beers to its customers. Known to serve authentic Vietnamese food and its signature Hot pot, the restaurant is a go-to place for many Vietnamese and other foreigners who want to eat out and chill out with their friends. Despite being popular with the foreign community, the brand has low awareness of the Filipino market. The brand wants retain the current target market of Vietnamese and Chinese while tapping the Filipino as secondary target market. This will help the brand to increase sales and to have sustainable growth in the future. If successful, it will also fuel the potential expansion in the near future. The focus of the Integrated Marketing Campaigns efforts is on the communication towards the target market of the brand which is the male and female, ages 18 to 45 years old, living or working in Makati area, belonging to the social class A, B and upper C of the population. The advertising program will anchor on the big idea, “Absolutely DZOlicious” through out-of-home advertising and digital marketing channels. A sales promotion program will also be implemented, targeting both current and new customers for conversion purposes. The cited budget of this campaign is the proposed budget of 2020 to cover the communication program to market across the media touchpoints accessed by the target market. At the end of this campaign, the combined efforts and results of all activities listed are expected to increase the brand awareness of the target market by 30% and to generate an additional P7.5 million sale through both online and offline channels.