PRESENTATION ASSIGNMENT
Group members: 4 to 5 members
Timing: 15 minutes (including Q&A)
Use less text and more visuals
All members must present
I. CAMPAIGN ANALYSIS AND STRATEGIC EVALUATION
Objective
Analyze a real marketing campaign in Vietnam and evaluate how effectively the
company applied marketing strategy, consumer insight, and integrated marketing
communications to achieve business objectives.
Students are expected to demonstrate:
● Strategic thinking
● Application of marketing theories
● Understanding of the Vietnamese market
● Critical analysis (not just description)
II. PRESENTATION STRUCTURE
1. Campaign Introduction
Briefly introduce:
● Brand name
● Product/service
● Campaign name
● Campaign period
● Why your group selected this campaign
2. Market & Situation Analysis
a. Brand Overview
● Current position of the brand in Vietnam
● Main competitors
● Market trends relevant to the campaign
b. The Core Challenge
Clearly identify:
● Business problem
● Marketing problem
● Communication problem
c. Environmental Context
Use ONE suitable framework:
● SWOT
● PESTEL
● Porter’s Five Forces
Focus only on factors directly related to the campaign.
d. Competitive Positioning
● How is the brand positioned differently from competitors?
● What unique value proposition does it communicate?
3. Target Audience & Consumer Insight
a. Target Audience Profile
Include:
● Demographics
● Income/class level
● Geographic location
● Lifestyle & behavior
b. Digital Behavior Analysis
● Most-used platforms
● Content consumption habits
● Shopping behavior
● Online communities/trends they engage with
c. Consumer Insight
Identify the deeper emotional motivation behind consumer behavior.
4. Strategic Marketing Mix Analysis
a. Product Strategy
● Localization strategy
● Features
● Packaging
● Brand adaptation for Vietnam
b. Pricing Strategy
Identify and evaluate:
● Premium pricing
● Penetration pricing
● Competitive pricing
● Value-based pricing
Compare with at least one competitor.
c. Distribution (Place) Strategy
Analyze:
● Modern Trade
● Traditional Trade
● E-commerce
● O2O strategy
● Distribution coverage
d. Promotion Alignment
Briefly explain how the promotional campaign supports:
● Product positioning
● Pricing strategy
● Brand identity
5. Integrated Marketing Communication (IMC) Analysis
a. Campaign Objective
What did the campaign aim to achieve?
Examples:
● Awareness
● Engagement
● Trial
● Conversion
● Brand repositioning
b. The Big Idea
● Central creative concept
● Core message
● Emotional appeal
● Campaign tagline/slogan
c. Channel Integration
Analyze how the campaign synchronized communication across:
● Social media
● PR
● KOL/KOC
● OOH
● TVC
● In-store activation
● Livestream
● Influencer content
d. Influencer/KOL Strategy
Evaluate:
● Why these KOLs/KOCs were selected
● Fit with the target audience
● Credibility and brand alignment
e. Creative Execution
Show 1-2 key campaign assets:
● TVC
● TikTok video
● Social post
● Event activation
● Livestream
Explain:
● Why the content was effective
● Why audiences responded positively (or negatively)
6. Performance Evaluation & Strategic Critique
a. Campaign Performance
Use available evidence:
● Engagement metrics
● Views
● Sentiment
● PR coverage
● User-generated content
● Sales indicators
● App downloads
● Traffic growth
b. Strategic Evaluation
Critically assess:
● Was the campaign consistent with the brand identity?
● Did the promotion match the product quality and pricing?
● Was the strategy suitable for the Vietnamese market?
c. Recommendation
If you were the Marketing Director:
● What ONE improvement would you make?
● How would it improve ROI or campaign effectiveness?
Recommendations must be realistic and strategic.
7. Conclusion
Summarize:
● Main lesson from the campaign
● Key strategic takeaway for marketers
8. Reference
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PRESENTATION REQUIREMENTS
Required
● Use real data and credible sources
● Apply marketing concepts correctly
● Include visual examples/screenshots
● Cite all references in APA format
● Maintain professional slide design
Avoid These Common Mistakes
● Only describing the campaign without analysis
● Using weak or fake “consumer insights”
● Too much text on slides
● No connection between target audience and campaign execution
● Giving recommendations without evidence
● Focusing only on views instead of business impact