Tran Bao Ngoc - s3877230

MKTG1422 - Digital

Marketing Communication
Lecturer: Nghia Luu
Number of Slides: Date of Submitsion:
25 12/12/2021
Table of Contents

Brand Background Brand Content Framework

Brand Identity Consistency Core Brand Positioning

Brand Tone of Voice

Consistency Recommendation
 01
Brand
Background
CANIFA
- Canifa was founded in 2001, operating
in the smart casual clothes market,
especially the segmentation for kids

- It is leading the category with high

brand awareness and biggest share
of visit for the website

- The brand has multiple marketing

communication channels with large
audience base (1.08M audience),
mainly active on Instagram, Youtube,
especially Facebook
Target
Customer

Behaviour
Demographic
- Most using Facebook following by
Youtube and Instagram
- Millennials Family with Moms
from 25-40 is family key shoppers - Interest in: fashion, travel, sport
+ Kids
- Brand awareness has a moderating
- Income: middle class effect on millennials' purchasing habits
when it comes to fashion clothing brands.
(Rahman et al. 2020)
 02
Brand Identity
Consistency
Website Content

To go with the trend of fashion industry - online shopping (Kang 2021) and expand its sales
channel, Canifa chose to run a campaign with the aim for increasing sales on 2 online
channels: website and mobile application by promoting it right on the front page
Website Content

Presenting the products in different

category: sweater, jacket, new
arrival,...
Website Content

Product Launch

Brand Campaign (Release a new

collection for the winter and
conduct a contest called “Dau an
hai ta” to celebrate Canifa 20th
birthday

Sale Promotion
Website Content

Activities of Canifa + Tips for Lifestyle

and Fashion (Articles & Video)

Audience could track for

them by click on the tag
 Brand Identity Consistency

Website
Content
Overall, Canifa website primarily
update the status of the product
(new launched, sales,...) as well
as inform about the brand
operation and giving tips for
customer

=> Focus on not only sales but

also customers
Instagram Content

Follow the nature of Instagram, Canifa use this platform with the
focus on visual and aesthetics, the content of individual post is
not paid much attention. The primary function is just inform
audience about general activities: Sales Promotion, Product
Launch, PR Campaign,...
Youtube Content

There are several playlist on Canifa Youtube channel namely for product launch, for kids,
tips for fashion or sales promotion. However, besides the main activities (new collection,
sales,...), the other additional content such as game and music for kids is not updated
regularly => loose the interaction with its target customers (fashion for kids)
Facebook Content

Monthly Activities Product Launch Fashion Content Sales Promotion

As Facebook is the main channel of Canifa, the content and the number of post is
more significant compared to the other. All the activities and campaign are updated
regularly, especially they have some post that involve the customer to increase
the engagement such as “Outfits for your own color”. All the post contains the link
to the website.
Facebook Content

To support the
transformation of sales
channel, on Facebook,
Canifa has various
posts to provide more
detail about the
campaign: the benefits
and unique promotion
of online shopping on
Canifa website and
mobile app
 Brand Identity Consistency

Canifa Facebook (2021) Canifa Instagram (2021)

There is inconsistency
in the visual identity of
Canifa among the
Canifa Mobile App channels about the font,
(2021) the color, the theme
while the logo still be
remained

Canifa.com (2021)
WHY?

Website & Mobile

Application Social Media
The main target is interacting with
Canifa design and launch these customers and building the brand
channels with the aim for sales image => Content should be updated
daily and keep up with the trend
=> Prioritize the activities and
Ex: updating the background to match
content that could provoke and with the upcoming holiday - Christmas
drives to sales => Create a young, modern image and
align to the sales on the websites
The Synergy

Although there are some difference, we still can find the synergy in the same activity of Canifa across
all channels. For example, in Black Friday sale recently, all of the content is updated consistently
from website to Facebook, Instagram and Youtube.
Evaluation
Do the brand’s social channels align to the public Yes Are the most current logos being used, and used Yes
facing digital brand guidelines? consistently?

Does the brand have one uniform presence No Are there any synergy of content of the same activity Black
throughout all the platform ? across channel? Take an example Friday

The difference:
- Although there is difference in the presence between Canifa website, mobile app and social media
channels due to the difference objectives for each, we still can see the consistency in the content
updated in all platforms.
- While Website, Instagram, and Mobile Application acting as the channels that announce customers
about the upcoming and present activities of the brand, Facebook plays the role of providing more
insights about that events (feature of the products, benefits of the online shopping,...), and create a
platform to communicate as well as interact with the customers
=> This create synergy throughout all channels
 03
Brand Tone of
Voice Consistency
Canifa Tone of Voice

Website Facebook
The tone stays formal and warm and put In contrast, Canifa try to stay friendly,
attention to the image of family. However, active, fun and energetic on its social
sometimes it change to informal in the case of media. Not only the tone of content posted
the promotion to seek for attention on sales. but also in the comment, we can see the
“cute” side of the brand.
“Dau an 20 nam” Contest

- Website: formal and

professional => announce
about the contest

- Facebook: friendly, youthful

and emotional + using the
emoji
=> Call-To-Action function,
encourage and inspire
Canifa.com (2021)
customers to attend

Canifa Facebook (2021)

 Overall, Canifa tone of voice on website and social media
could be divided into 2 dimensions: formal and casual
(SEMrush 2020) respectively. The reason for it is the
function of each channel. While social media refers to the
persona which indicate the brand’s characteristics through
conversations with customers thanks to the comment and

Why
react function, website remains itself as a 1-way
communication.

f e r e n t
dif Moreover, Canifa target customers is the millennials who
are social media active as well as the brand aim to buil the
image of a friendly company that closed to Vietnamese
family. Therefore, the tone must be warm and casual as if it
is a talk between family members.
 04
Brand Content
Framework
 Master Themes of Content
Broad

Practical Magnetic

Entertaining
Useful

Smart Immersive

Personalized
Magnetic Theme
Series Video

Daily Post Dance Contest on Youtube

 Contest
- Content Type: Digital Media
- Content Goals: Brand Awareness +
Customer Loyalty/ Retention
- How:
+ Engaging and customer-focused conten
with the topic of “Love” - the one that
closed and sympathetic to its target
customers
Canifa Facebook (2021)
+ People share about their stoty and
connect emotionally
+ Partner with celebrities to make it go
viral
Practical Theme
- Platform: Facebook
- Goals: promote products and remain visibility
- Content: Tips and How to… + News
Combination
- Effectiveness:
+ Timesaving for target customers -
millennials Mom who are usually busy and
could not always reach to Canifa post =>
Large interaction and Engagement
+ Provoking sales through the appearance
of Canifa products in the fashion post
(buying Canifa clothes and customers
could implement the advice instantly and
easily)
 05
Core Brand
Positioning
6. 8.
Value: smart, authentic, high quality, comfort Vietnamnes brand with 20-year experience

Personalities: Family-oriented, caring, open, High loyalty of customers with positive

adaptives, innovative feedback

9. Essence 7.
Dress High-quality fabric from natural materials
comfortably designed to be comfort with Vietnam’s
5. environment
Functional: bring the best comfortability for all
family with the smart casual lifestyle through International-standard quality with affordable price
the well-dress and everyday wear

Emotional: Embrace the self-confidence 4.

through eliminating the worry of not well- - The worthless discomfort around routine
dressed besides helping Vietnamese families activities hold me/ my children back from being
enjoy every moments with each other enjoyful in each day of mine/ my kids
comfortably - I want to deliver my love to family members
throughout all the purchase

2. Everydaywear category, compete 3. Vietnamese millennials family with

with both local (Yody, Coolmate,...) Moms from 25-40 years old is the key
and international (Uniqlo, H&M,...) shopper, connected care for values,
brands influences each other intensively

1. Fabric technology | Vietnamese Understanding | Natural Materials | Audience Base

 06
Recommendation
Strategy
Hub
Retain audience interest by
updating and developing more
contents such as Kids Playlist
on Youtube or comformtness
of Canifa products on a
regular basis
Hero Help
Adding long-form video content that Remain and keep release
piques the interest of a larger audience educational content that
by capitalizing on a market trend audience may actively looking
Ex: launching a parody or story using rap
for namely “How to dress up for
music - a trendy genre at the moment Christmas”, “Clothes Storage
(Novaon Communication 2021) Techniques”,...
 Brand
Consistency
With the image of family-
oriented brand, Canifa should
deliver that message through all
the channels

Ex: Applying the uniform

presence for website, mobile
application and social media with
the red color + the appearance of
family matching with the holiday
Adjust the website tone of voice
to become more friendly and
match with that of social media
Reference List:
Rahman, M.S., Hossain, M.A., Hoque, M.T., Rushan, M.R.I. and Rahman, M.I., 2020. Millennials’
purchasing behavior toward fashion clothing brands: influence of brand awareness and brand
schematicity. Journal of Fashion Marketing and Management: An International Journal .

Kang, J 2021, 8 Consumer Trends That Affect Fashion Brands, www.netguru.com, viewed 11 Spring
2021, <https://www.netguru.com/blog/consumer-trends-affecting-fashion-brands >

How to Define Your Brand’s Tone of Voice: Infographics and Examples 2020, SEMrush Blog, viewed 6
December 2021, <https://www.semrush.com/blog/how-to-define-your-tone-of-voice/>

Nhạc Rap VS. Marketer – Khi sự phóng khoáng bắt nhịp khao khát sáng tạo | Novaon Communication
2021, novaoncommunication.com, viewed 10 December 2021,
<https://novaoncommunication.com/nhac-rap-vs-marketer-khi-su-phong-khoang-bat-nhip-khao-khat-
sang-tao>