Communications Strategy. This is to promote new product which is quite different from the brand positioning.

1. JUL 15, 2017
LAUNCHING PROPOSAL
DQ GRILL &CHILL

2. 1. BRIEF RECAP
2. COMPETITOR UPDATE
3. INTERNAL ANALYSIS
4. CUSTOMER PORTRAIT
5. SOLUTION DESIGN
6. PERFORMANCE
7. KPI & BUGET
Agenda

3. Brief Recap

4. DQ Grill&Chill is the new concept for new and renovated full-
service restaurants.
In the next few months, DQ Grill&Chill is launching new fried
chicken with a special sauce.
DQ Grill&Chill

5. In this communication campaign, Dairy Queen aims to:
- Inhance the brand awareness and attract the customer by
offering the new fried chicken with sauce.
- Push sales
Objective

6. Competitor Update

7. Texas Chicken
• Entering to Vietnam in the end of 2010, Texas Chicken, owned by Mesa
Group, becomes one of most popular fried chicken brand in the market
with the highlight in food quality and the professional service.
• Texas Chicken differentiates themselves by enthusiasm in food
production process and highlights the leading fast food restaurant
position in the market.
• Products: American fried chicken (100% fresh chicken), Burger and
wraps, biscuit coated honey, freely refilled drinks.

8. Texas Chicken
The promotion frequently offer in the holiday, special occasion
and opening day.

9. Texas Chicken
New product: Gà Chanh Ớt

10. Texas Chicken
The ad for new product will be run on Fanpage, PR post on the
food review page and widely spreading website.

11. Popeyes
Popeyes Vietnam was officially franchised by VFBS (Vietnam Food &
Beverage Service Co. Ltd) which is under IPP (Imex Pan Pacific Group)
Missions:
• Bring the real cuisine combining with amazing menu
• The comfortable and convenient space in enjoying the food.
• The combination of fast service and attractive food.
Products:
• American Cajun Fried Chicken (Louisiana food)
• The seafood, biscuit, massed potatoes with Cajun sauce, salad and fried
potatoes with Cajun spice.

12. Popeyes
Special Offers:
From Monday to Sunday: Discount 50% in gold hours 14h-
17h
Wednesday: buy 1 get 1 free
Free selfie stick
Current highlighted product: Wasabi crispy chicken(spicy-
mango-sauce chicken, fish-sauce fried chicken)

13. Popeyes
Communication:
• Using KOL to increase awareness of new product
• Popeyes has a lot of activitives to support boost sale.

14. Popeyes
Viral Clip with over 678.000 views on Facebook.

15. Popeyes
Google Adwords for promoting new product

16. Summary
Ø Both Popeyes and Texas Chicken use their fanpage as a main tool for communication.
Ø Promotions are used when they launch new product or celebrate special day.
Ø For promoting new product, they apply digital tool like Google Adwords, Facebook Ads, PR article...
Ø Popeyes have their advantage. They follow the trend with KOLs and Viral clip to increase awareness of their new
product.
• Digital marketing is the most significant trends in marketing for the year ahead. Along with
inluencer and viral clip, we will have a powerful tools to raise new product awareness.
• The best way to boost sale are activitives and promotions. Those are key!

17. Internal Analysis

18. DQ Grill&Chill is launching new fried chicken with
spicy Korean sauce. Which had been tested on 200
customers who used to eat at DQ, Texas Chicken and
Popeyes.
Dairy Queen
New product: Spicy Korean Sauce Fried Chicken

19. Dairy Queen only has one fanpage for both DQ and
DQ Grill&Chill
Dairy Queen

20. Customer Portrait

21. Customer Portrait
Age: 18 – 45
Class: B & B+
Gender: Mail/Female
Location: HCMC, HN
Officer, Family, Student
Interest:
- Enjoy fastfood
- Love fried and spicy chicken

22. Concept

23. Concept
“ GÀ GIÒN TAN - LAN VỊ HÀN”
Express the SCRISPY
cover of our product – the
first feeling customer can
feel in the first bite.
Korean is famous with the
spicy sauce which is the
highlight point of our new
products.
The feeling of chilli
sauce spreads out on
the tounge.

24. Solution Design

25. Strategic Framework
OBJECTIVES
GIAI ĐOẠN 1- TEASING
(7 days)
GIAI ĐOẠN 2 – ENGAGE & BOOST SALE
(The rest of times)
• Teasing gif game with a giant
value reward and KOLs as a key
hook.
• KOL ‘s post.
• Special launching day.
• Produce introducing videos.
• PR.
TACTICS
• Social Seeding.
• Facebook.
• Facebook Video Ad.
• Online Media.
• Trigger audience's curiosity.
• Attract the attention
• Facebook.,
• Influencers.
• Facebook Post Ad.
• Facebook Video Ads.
• Launching new products.
• Support Sale
• Food platform & deal platfrom.
CHANNELS

26. STEP 1 - TEASING GAME
Develop a mini game with a giant value
reward as a key hook. Besides, the winners
will have a chance to join a special review’s
day with a KOLs.
Channel:
• DQ's Facebook
PHASE 1 – Roadmap
STEP 3 – VIRAL BY KOLs
Boosting the awareness of young community
about our the game, to recruit new players,
Channels:
• KOL’s Facebook
STEP 2 – VIRAL BY FACEBOOK ADS
Use advertising to boosting the awareness
of young community about our new game.
Channel:
• Facebook Post Advertising.
STEP 4 – TEASING ABOUT EVENT
• Annouce about the special launching
with the special offer as well.
• Encourage custommers to join.
Channels:
• DQ ‘s Facebook
• KOL’s Facebook

27. PHASE 2 – Roadmap
STEP 2 – OFFICIALLY LAUNCHING
Officially launching the new Korean spicy
fried chicken with a short introducing clips
with time limiting promotion.
Channel:
• DQ’s facebook.
STEP 1 - SPECIAL LAUNCHING DAY (2)
Publish a livestream on DQ's fanpage to
remind about the special launching day as
well as the special promotion. Encourage
more people to join
Channel:
• DQ’s fanpage.
STEP 3 – VIRAL THE NEWS
Officially launching the new Korean spicy
fried chicken with a short introducing clips
with time limiting promotion.
Channels:
• PR.
• Food platform.
• Facebook Ad.
STEP 4 – MINI-CONTEST
Hold a contest, let our customers come to the
store taste the chicken and give their
comment about it for a big prize.
Channels:
• DQ's facebook.

28. Performance

29. Media Plan
Objective:
Increase awareness and inform about DQ
Grill&Chill new fried chicken
Boost Sale
Target:
Age: 18 - 45, B+
Using internet, social media, love fried
chicken
• Focus on target market.
• The communication channel matches to the
needs and interests of the target audience.
• Main focus on social media and GDN.
• Include influencer marketing

30. Media Flighting
TIMELINE
AUG SEP OCT
W4 W1 W2 W3 W4 W1 W2 W3 W4
PHASING Teasing
Launch-
ing
Engage & Boost Sale
Facebook Post
KOL Post
PR Article
Food & Deal
Flatform
Facebook Ads
GDN

31. Facebook Teasing Game
Key hook:
• Iphone 7 (or other high value present).
Mechanism
• A game in gif format.
• To join the game, fans have to capture the right
moments and give it in the comment.
• Then they have to tag another 3 friends.
• Besides, follow the fanpage, and share the post are
obligated.
• The game will last for about a week to reach the highest
result.

32. KOL's post
Proposed KOL:
• Harry Lu
Demo Post:
“Hot! Hot! Hot! Tham gia game trúng Iphone 7!
Cả nhà ơi, trên fanpage DQ Grill & Chill đang tổ chức game
cực hot, chỉ cần tham gia là sẽ có cơ hội trúng Iphone 7 đó.
Mọi người hãy cùng Sơn tham gia xem ai trong chúng ta sẽ
nhận được chiếc Iphone 7 màu đỏ cực hấp dẫn này nhé!!!”

33. Special Launching Day
Key hooks:
• Limited in 1 store only.
• Special Offer.
Mechanism:
• Hold a special pre-launch day which is limited at only 1 DQ Grill and
Chill store (it means they can only taste the new dish at this DQ Grill
and Chill store only).
• Invite the winner from the last teasing game to join and become
special guest.
• Who come to that store in that day, and order and enjoy the new dish
will be discount for a certain percent.

34. Special Launching – Facebook Post
Demo Post:
“[Trực tiếp từ cửa hàng DQ Grill & Chill]
Cả nhà ơi, hiện tại cửa hàng DQ Grill & Chill Nguyễn Thai
Học đã khá đongnhưng các bạn vẫn có thể đến cửa hàng
order siêu phẩm gà rán sốt cay Hàn Quốc để thưởng thức
cùng người thân và bạn bè nhé. Đặc biệt, với tất cả order gà
rán hôm nay bạn sẽ được discount trực tiếp trên hoá đơn
mua gà nhé. Nhanh chân lên cả nhà ơi, siêu phẩm gà sốt
này chỉ bán duy nhất tại DQ Grill & Chill Nguyen Thai Hoc
trong ngày hôm nay thôi nhé. Sang ngày mai là không còn
đâu.

35. Officially Launching Post
Demo:
“Sài Gòn dạo này hay mưa nhỉ các bạn nhỉ?
Sài Gòn mùa này hay mưa các bạn nhỉ. Nếu được thưởng thức các
món nóng sốt, cay nồng thì còn gì bằng hen. Còn chần chờ gì nữa mà
không rủ ngay hội bạn thân đến ngay cửa hàng Girll n Chill gần nhất
để thưởng thức món gà rán Hàn Quốc cay nồng ngay bây giờ!
Hứa luôn rằng các bạn sẽ bị chinh phục ngay từ miếng đầu đấy. Lớp
da phủ bột vàng rụm được phủ lớp sốt cay nồng nàn đậm chất Hàn
Quốc sẽ khiến bạn ngất ngây con gà tây.”

36. PR
PR’s ANGLE – DIRECT
DQ grill and chill hứa hẹn sẽ mang đến một trải nghiệm mới hoàn toàn cho các tín đồ của món gà rán
sốt cay Hàn Quốc.
• Hương vị cay nồng hấp dẫn phủ trên lớp da gà tẩm bột giòn rụm bao quanh lớp thịt gà được tẩm
ướp kĩ lưỡng và rán với nhiệt độ cao, giúp thịt gà bảo lưu được sự tươi ngon, mọng nước.
• 8/10 người không thể ngừng khi đã trót nếm thử.
• Khuyến mãi đặc biệt trogn khoảng thời gian nhất định
Headline:
• “Có gì khác biệt ở DQ Grill & Chill tháng 8 này?”
• “Thưởng thức gà rán giòn cay Hàn Quốc”
• Channel:
• Kenh14
• Categories:
• Kinh tế
• Xã hội
• Đời sống.

37. Mini Contest
Key hook:
• Iphone 7 (or other high value present).
Mechanism
• Customers come to the DQ Grill and Chill store and
order our new dish.
• Then they take a selfie with the dish and post it in the
game announcement post on DQ Grill and Chill fanpage,
and tag 3 of their friends.
• The luckiest one will win the grand prize.
• 10 other ones will win a coupon of 10% discount for
Korean spicy fried chicken.

38. KPI Budget
DETAIL IN ATTACHED FILE

40. THANK
YOU!
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