IMC PLAN

YAME GU
TỰ HÀO DÂN TỘC CHIẾN THẮNG

GROUP: 6
GROUP: 6 MEMBER
01 Nguyễ n Thị Thanh Loan 2054012166

02 Nguyễ n Ngọ c Thùy Phương 2054012245

03 Hoàng Quang Linh 2054012159

04 Phạ m Thị Như Phụ ng 2054010573

05 Trầ n Thị Thùy Linh 2054012163

06 Nguyễ n Tấ n Đạ t 2054012071
Content
01 GENERAL INTRODUCTION

02 MARKET ANALYSIS AND CAMPAIGN RECOMMENDATIONS

03 IMPLEMENT THE CAMPAIGN

 RS

Hello, I'm Yame

You are My everything

YaMe is a Vietnamese fashion brand for young

people products from clothes, shoes to fashion
accessories.
In addition, there is a strong human resources
team friendly and professional working
environment.
Introduction
Line of business: fashion
Product sales: Clothing and
accessories designed for young
people
Diversity of fashion tastes is
the current style of YaMe.vn
YaMe meets many costume
needs for many ages
Market overview
The fashion industry market
currently has many different local
brands such as 5Theway, Hades,
BOBUI, Degrey,...
YaMe's communication activities
YaMe lacks a prominent campaign to
increase awareness and become a special
brand with customers.
 Market analysis

OPPORTUNITY CHALLENGE

The demand of consumers is increasing, Too many fashion brands are born,
the economy and living standards are leading to fashion chaos.
improving

Very high and fierce competition

The source of goods is very diverse, it is
also very easy to design a brand with its
own style.
 Competitors RS

DIRTY COINS DEGREY

Product: Design patterns, eye-catching Product:The product will be printed with a
colors, suitable for street style. featured logo and some motifs.

Marketing Communications: Combined with Marketing Communications: Focus on

KOL (16TYPH), high social network interaction sponsored events, music festivals

Communication and
marketing goals
Increase Yame brand awareness to
customers, boost sales of products on
different points of sale.

Reaching 3,000,000 target customers

in big cities

Increase interaction on online media

channels such as Tiktok, Facebook,...
Sales objective:
Increase sales of products or

services to customers.

Increase sales with the

campaign's coverage and

engagement thanks to its

meaningful message and bold

image.
 Target customer
Who Where
Age: from 15-35 Online: Through social
Occupation: As a student, networking sites, forums,
employee,.. fashion groups, Yame's
Location: Concentrated in big official homepage and
cities such as Hanoi, Ho Chi
fanpage
Minh City
Offline: Fashion shops
Hobbies and behaviors: love
streetwear, literature street for young people,
music and have a youthful, entertainment venues
active lifestyle, express your for young people
personality,..
 Target customer
What When
Care about the price Holidays, New
and material of the Year's Eve,
product discount events,
promotions,discounts special offers,
Easily shop online or outstanding
specific distribution events, Saturday
location weekend, Sunday
 Target customer
Why How
Official website
Good quality products
suitable for finance,
and fanpage of

own personality, catch Yame

the trend,.. KOL has influence

Yame is a famous and with customers

familiar fashion brand Through e-

among young people commerce sites

(Tiki, Shopee...)
 MEDIA TARGET
AUDIENCE
Yame targets a group of 2 main audiences

Customers aged 15-18 are teenagers and students

with interests and passions for street fashion.

From 19-35 years old, including students and

working people, self-financed. The brand focuses
on the psychology of affirming high personality and
active lifestyle.
Insight
I am a personality person, I
like to wear clothes that
My friends have Product shaping
express my personality.
special and limited must honor the
collections, I want to meaning of the
be like them. product.
 Insight
Market overview Target audience

BIG IDEA
Create a media campaign to return Yame to be one of the brandshigh brand

awareness, and the products are well received by a large number of people.

Promotion for the newly launched collection "YAME GU - TỰ HÀO DÂN TỘC

CHIẾN THẮNG"
 Campaign
"YAME GU- TỰ HÀO DÂN TỘC CHIẾN THẮNG"

“ Sống dậy chiến công anh dũng - dựng xây tổ quốc non sông.”

Major selling idea (Finding the internet drama)

Through Yame's designs, the products will be a symbol of pride and
carry great meaning.

Advertising appeal
Scarcity appeal: All products are limited in quantity in many different versions.
Personal (emotional) appeal: Yame's products mainly arouse national pride,
excitement, through which customers will pay attention to the product.

Execution style
The main campaign is a pride of the past, each symbol is a great historical
event. Wearing this product makes us more special.
Product and brand
positioning
Product positioning
Products are positioned with a youthful,

dynamic and fresh image suitable for

young customers, bringing eye-catching

designs with quickly trending designs

 Product and brand
positioning
Value
Through the collection of 12 national heroes

that Yame has created, bringing very high

national value, from historical stories, has

created products with a minimalist but very

special style.
 BRAND PERSONALITY
YaMe right from the early days of its
establishment has chosen for itself a
different style. The products of this
brand are mainly for couples.

PRODUCTS
In Yame's collection of 12 heroes, there
are full products from T-shirts, jeans,
jackets, hats and even crossbody
bags,...
 Implement
campaign details

https://yame.vn/
PHASE 1: LAUNCH CAMPAIGN, LAUNCH
PRODUCTS (1/5/2023 - 30/5/2023 )

Purpose
Increase brand awareness, help customers better
understand the product

Message
"Yame GU - Tự hào dân tộ c chiến thắ ng
Khơi dậ y chiến công anh dũng- Dựng xây tổ quố c non sông"

Creative ideas:
Content will be constantly appearing on media
platforms, propagating about the national spirit

Content
Create posters, banners, images, product
introduction videos to convey messages.
Promotion tools

1 Facebook Ads link Instagram

Type: Article, Video
Placements: News Feed, Stories and
Reels, In-Stream Video on Audience
Network
Implementation content: propaganda
and advertising about the shirt, helping
people to be grateful to the heroes
who made exceptionally outstanding
contributions...
Promotion tools

2 Google Ads
Ads type: display (image, video)
Ads placement: youtube front page ads, static
image ads on websites, ...
Content: conveying the message "Yame GU - Tự
hào dân tộ c chiến thắ ng"

3 Print Ads
Advertising Type: Banner, Poster
Advertising position: advertising at YaMe
stores nationwide.
Content: conveying the message "Yame GU -
Tự hào dân tộ c chiến thắ ng"
Promotion tools

4 Seeding
Position: at forums, groups to share
about clothes and clothes for young
people.
Content: create an article with the
content that young people should
pay more attention to patriotism to
integrate the product.
 Purpose
STAGE 2: ORGANIZING EVENTS, MUSIC
Increase brand awareness, help
SHOWS (1/6/2023 – 30/6/2023)
customers better understand the
product. Introducing the product and
the meanings behind the clothes

Creative ideas
https://yame.vn/

Content will be constantly

appearing on media platforms,
propagating about the national
spirit

Content
Create posters, banners, images,
product introduction videos to
convey messages.
Music night ideas
1 Idea
Create a music night called: “We were” bringing together several singers/artists
from many generations to perform

2 Dress
The singers / artists will wear costumes prepared by YAME, the timelines of the
songs will be shown on the big screen, integrated with the designed promotional
images.

https://yame.vn/
Music night ideas
3 Decorate
Arrange the check-in area in the form of a time wall with images of singers/artists
appearing at the concert. Along with that, there are a number of areas displaying
some new experimental products that allow participants to try on clothes and take
photos.

4 Social
Livestream the concert night on facebook, Instagram, tiktok fanpage to attract
those who can't go to the offline concert to follow online. Organize a winning
lottery mini game.

https://yame.vn/
Music night ideas
5 Invited singer/artist
My Tam, Ha Anh Tuan, MCK, LOWG, BINZ, SUBOI ….

6 Preparation time: 20/5 - 20/6

Post an event introduction article on the fanpage with poster, time and venue of
the concert, along with ticket opening time (May 20)
Open ticket sales on the whole website along with posts on facebook (May 25)

7 Location
Military Zone 7 Stadium (HCMC).

https://yame.vn/
Promotion tools
1 Before the event
Upload videos to the business's Fanpage,
run ads on Facebook and Instagram
platforms
Video Ads on Youtube
Cooperating with reviewers, KOLs, KOCs,
bloggers upload videos sharing about
the concert on their channels, increasing
awareness and attracting many young
people.
Promotion tools
2 In the event
Organize events, livestream on social
networking platforms

3 After the event

Book articles, let news sites cover the
event.
PHASE 3: SUPPORT TO SELL
LIMITED PRODUCTS (1/7/2023 –
20/8/2023)

Highlight activities
Officially launching a new collection
with limited quantity (1000
products). Format
Both online &
Timely offline. Interested
from 1/7/2023 – 20/8/2023
customers can
book in advance
Purpose to receive
Create an experience for customers promotions.
about the product
Before the event time
(1/7 - 20/7/2023)
Post information, introductory articles
about the program to inspire
participants.
Run ads on Facebook and Instagram
to target potential customers.
Send email / sms to old customers
who have purchased YAME products

https://yame.vn/
Free stockings / socks when buying
combos of 2 YAME shirts - 12 national

(20/7 – 20/8/2023)
During the event
heroes
Direct 20% discount for the next
purchase of YAME products - 12 D N
Ethnic Heroes

https://yame.vn/
Thank You
Any questions?