Communications Strategy. This is to reposition a brand to be more suitable for local Vietnam market. The scope is bigger than a normal communications but still doable because the size of the business is not very big.

1. COMMUNICATION PLAN FOR
THE PIZZA COMPANY
July, 2017

2. Agenda
I. SITUATION ANALYSIS
II. CONCEPT
III. COMMUNICATION STRATEGY
IV. CONTENT STRATEGY
V. MEDIA STRATEGY
VI. BUDGET ALLOCATION

3. SITUATION ANALYSIS
Including:
1. Market Overview
2. Internal Audit
3. Competitive Analysis

4. MARKET OVERVIEW
Market & Trends

5. Market Overview
• The number of full service restaurants will rise
quickly because Vietnam becomes the member
of WTO. This will increase the competitive
pressure for Vietnamese market.
• Convenience is the key factor Vietnamese
require, therefore, home delivery demand is
increasing in rapid rate
• Healthy trends can change the consuming
behaviors of Vietnamese people such as high
quality of food, fresh ingredients

6. Talk About on Social
• Pizza Hut is the brand which was discussed mostly on the social media, which accounted for 56,7%
of 181,456 posts, while The Pizza Company ranked second position with 14%.
• Therefore, The Pizza Company should try harder to compete with Pizza Hut

7. COMPETITIVE ANALYSIS
Market Leaders Comprehending

8. Pizza Hut
• PIZZA HUT VIETNAM – Top ppzza restaurant chain in
Vietnam
• Established in 2006, Pizza Hut Vietnam has
now expanded to over 60 stores nationwide.

9. Pizza Hut
• Pizza Hut is famous for Pan Pizza, Thin & Crispy Pizza
• And create more products to serve customer
Pizza Hut has variety of choices for customer including
combo and different type of pizza.

10. Pizza Hut
• Pizza Hut promotion
More promotion => More sale lead

11. Domino’s Pizza
• Top delivery pizza in the world.
• Established in 2010 in Vietnam.
• The company offer the 30-minute guarantee for
delivery service
With 30-minute guarantee, it’s hard to compete with
Domino in quick delivery.

12. Domino’s Pizza
• Domino’s Pizza promotion and branding activitives.
Branding activities help to build brand awareness and
brand love.

13. Domino’s Pizza
• Domino’s Pizza use google adwords
to optimize sale.
SEM is one of the best tools to
push sale. It can be measured if
there is a website for delivery.

14. INTERNAL AUDIT
Brand & Marketing Audit

15. The Pizza Company
• Established in 1980, the company had
operated Tricon Global Restaurants’
franchised Pizza Hut brand since its
introduction in Thailand

16. The Pizza Company
• The Pizza Company promotion

17. The Pizza Company
• Website audit

18. Trends On Google

19. Social Compare
0
1
2
3
4
5
6
7
8
Pizza Hut VN The Pizza Company Vietnam
05/16/2017 - 07/12/2017
Facebook Interaction Rate
0
20
40
60
80
100
Fans
Own Posts
Interactions Total
Response Rate
Interaction Rate
Fans Change Rate
Pizza Hut VN The Pizza Company Vietnam
Facebook Key Metrics Radar

20. Summary
• Pizza Hut and Domino both focus on Facebook Communication. Moreover, PR articles will be available
on food and news website when there are promotions.
• Websites are the best channel for delivery.
• Branding activitives help building brand awareness and brand love.
✏ TPC should use the advantages in core value of product and service to
communicate, those competitors like Pizza Hut and Domino have been
proposition in customer mind for a long time, we shouldn’t against them
on those field.

21. Customer Portrait

22. Customer Portrait
Age: 18-45
Gender: Male and Female
Income: over B
Location: Ho Chi Minh City, Ha Noi, Western provinces
Characteristic
Like eating pizza
Love to try new cuisine, explore new recipes
Youngful, trendy, outgoing
Flavor of Italian (sauce, smell, taste)

23. Customer Survey
The interviews were conducted in TPC Nguyen
Thai Hoc from 12pm to 3pm on Saturday July 15,
2017.
According to the report, there were:
• 16,7% of the customers use the service of The
Pizza Company for the first time
• 41,7% of the customers rarely use the service
• 33,3% use the service frequently

24. Customer Survey
0
10
20
30
40
50
60
70
80
Impression of customer toward The Pizza Company
0
10
20
30
40
50
60
Customers’ Criteria for Choosing the pizza restaurant

25. Customer Survey
The Company Pizza should improve:
• 34% of customers want have more different kind of food and varied menu (more combo, vegetarian dish)
• 16,7% of customers thought the staff attitude should be more professional (more attention on customers and
smiling)
• 50% of customers have no comment
• 8,3% of customers commented on the unsuitable appearance of bottle of sauces
• 8,3% of customers commented that the music theme is too boring.

26. Summary
• Food quality is the priority criteria when customers chose a pizza restaurant.
• Now, customers not only want to eat delicious pizza, but also be served with more choices.
• The space and decoration are things that impress the customer.

27. CONCEPT

28. Proposed Concept– General Comparison
PHONG VỊ
HỨNG KHỞI
ĂN NHƯ Ý
• Xây dựng ĐỊNH VỊ VỀ SẢN PHẨM
• Nền tảng: sự hứng khởi mang lại từ “phong vị"
• “Phong vị”: là từ ghép giữa phong cách và hương vị, thể hiện
trọn vẹn cảm giác thu nhận được thông qua ngũ quan (mắt,
tai, mũi, miệng, và da).
• "Hứng khởi” là cảm giác bộ não phản hồi lại sau khi nhận
được các tuyến thông tin từ ngũ quan.
• Nghĩa trọn vẹn của “hứng khởi” không chỉ dùng để chỉ cảm
xúc hưng phấn mà còn dùng để chỉ đỉnh điểm cảm giác của
con người trào dâng và mạnh mẽ, thôi thúc họ hành động.
• Xây dựng ĐỊNH VỊ VỀ NHÀ HÀNG.
• Nền tảng: khách. Sự hài lòng mang lại, “như ý” muốn của
thực
• Như ý: Sự đạt thành theo ý muốn của thực khách, từ
đó phản ánh sự hài lòng nói chung về nhà hàng( chất
lượng sản phẩm, quy cách phục vụ).
• Như Ý: Phản ánh chất Ý hoà quyện trong thương hiệu,
thể hiện thông qua sản phẩm, dịch vụ mà nhà hàng
mang lại cho thực khách.

29. Choosen Concept
“PHONG VỊ HỨNG KHỞI”
Why:
To highlight the restaurant proposition, there are 2 obligations: highlight the products and highlight the services.
• About the service: Service at The Pizza Company is ranked at average rate, nothing to complaint and nothing to
compliment about. Compare to Pizza Hut, The Pizza Company do not have enough potential to compete directly.
• About the products: Products are well-focused when it come to The Pizza Company, and that's what TPC‘s best at.
à Product Position is an appropriate choice.

30. COMMUNICATION STRATEGY
Including:
1. GENERAL BRANDING CAMPAIGN.
2. LTO SECTIONAL LAUNCHING.
3. DELIVERY TOOLS LAUNCHING.

31. CAMPAIGN STRUCTURE
SECTIONAL
CAMPAIGN
GENERAL
CAMPAIGN
AUTUMN SECTION
(AUG - SEP)
WINTER SECTION
(OCT - NOV)
SPRING SECTION
(DEC - JAN)
AUTUMN LTO
LAUNCHING CAMPAIGN
WINTER LTO
LAUNCHING CAMPAIGN
SPRING LTO
LAUNCHING CAMPAIGN
General Branding Campaign
“FLAVORS TO EXCITE"
DELIVERY WEBSITE &
APP LAUNCHING

32. Key Visual

33. A. GENERAL BRANDING CAMPAIGN
OBJECTIVES
PHASE 1 – TRIGGER
(AUGUST)
PHASE 2 - ENGAGE
(SEP - NOV)
PHASE 3 - AMPLIFY
(DEC - JAN)
TACTICS
• KOLs live stream.
• PR.
• Viral series endorsed by KOLs.
• PR.
• Teasing animation stories
• Teasing mini contest.
• Hot fanpage.
CHANNELS
MESSAGE FLAVORS TO EXCITE
“Every meal at TPC is a trip of flavors and excitement"
• Facebook
• Facebook Ad
• Influencers.
• GDN
• Facebook
• Facebook Ad
• Influencers
• Online Media
• Youtube Ad.
• Create a buzz among online
community
• Engage & deliver the core
message.
• Amplify the message and
maintain engagement
• Facebook
• Facebook Ad
• Influencers
• Online Media

34. PHASE 1 - TRIGGER
(AUGUST)
GENERAL BRANDING

35. PHASE 1’ s ROADMAP
STEP 2:
HOT FANPAGE SEEDING
• Utilize hot fanpage to push
up the heat of the graphic
story.
STEP 5:
HOT FANPAGE SEEDING
• Push up the heat of the mini-
contest by seeding through hot
fanpages which are familiar
with digital community.
STEP 3:
MINI-CONTEST
• Hold a contest to encourage
target audience to guess who
are the KOLs join the viral
series.
STEP 1:
TEASING ANNIMATION STORIES
• Create an animation story base on
the storyline of the viral series and
publish on facebook to trigger the
curiosity.
STEP 4:
VIRAL BY ADVERTISING
• Use Facebook Ad to boost
the awareness of the mini-
contest.
STEP 5:
REVEAL THE ANSWER
• Announce the answer by
publish a teasing clip which is
cut from the viral series.

36. Objective:
• Create a buzz & trigger curiosity.
Storyline:
• These animation stories are developed based on the
story line of the viral series, but it has an open ending to
trigger curiosity.
• The brand The Pizza Company will be included gently
and suitably with the context of the story.
Step 1
GRAPHIC STORIES

37. Storyline: These animation stories are developed based on the
story line of the viral series, but it has an open ending to trigger
curiosity.
Promoted hot fanpage:
• Những câu nói bất hủ, Góc Thư Giãn (More),
Hot Fanpage promoting demo post:
“Mấy chế có ai coi cái này chưa, cười muốn rớt hàm. Nhìn ông
tướng này đúng giống tôi hồi đó. Hẹn gấu đi chơi, đang chạy ngon
lành, hai đứa còn đang nắm tay nhau lảm nhảm này nọ, xe tự dưng
hết xăng. Ôi thôi, tối hôm đó dắt bộ cả 2-3 cây số mới có chỗ đỗ.
Sau đợt đó năn nỉ mãi nó mới chịu đi chơi cùng mình tiếp”
Step 2
Hot Fanpage Seeding

38. • Key Hooks:
• KOL’s participation.
• Chance to join the viral series.
• A high value prize.
• Mechanism:
• Give player a hint and encourage them to guess
who are the KOLs will join the Viral Series.
• Players, at first, have to follow the fanpage, then
interact with the post and share it in public state.
• After that they comment their answers and tag 3
more friends to invite them to join the game.
• There are a grand prize and 10 normal prizes:
• Grand Prize: A chance to join the Viral series
with KOLs.
• Normal Prize: 10 couples of movie tickets.
Step 3
Mini Contest
???

39. PHASE 2 - ENGAGE
(SEPTEMBER – NOVEMBER)
GENERAL BRANDING

40. PHASE 2’ s ROADMAP
STEP 2:
VIRAL BY ADVERTISING
• Use Facebook Ad to boost the
awareness of the clips.
Channels: Facebook Ad, Youtube Ad.
STEP 6:
REPEAT THE ROUTINE
• Repeat the same process with the
other episode of the series.
STEP 1:
PUBLISH THE FIRST EPISODE
• After generating a certain
awareness level, publish the first
episode of the clip.
Channels: Facebook, KOL’s Youtube.
STEP 3:
SOCIAL SEEDING
• Use various personal accounts to
seed our key message in the
comment section.
Channels: Youtube, Facebook.
STEP 4:
VIRAL BY PR
• Promote the clips on online press
within the message of each one.
STEP 5:
TEASE FOR THE NEXT EPISODE
• Triggering for the next episode by
using viral clip, behind the scene
fun facts,...

41. VIRAL SERIES
• Proposed KOLs:
• Nam: Harry Lu
• Nữ: Midu
• Mood & Tone: Emotional Approach.
• Storyline: The viral series are developed based on the 3
types of target audiences, to approach them in different
ways.
• Episode 1 (Youngster): Story of a desperated
employee
• Episode 2 (White collar): A desperated employee.
• Episode 3 (Families): Story of an old man.

42. VIRAL SERIES – EP 1 STORYLINE (1)
SCENE 1
The viral clip starts with the scene of a young couple who are
in trouble. In stead of riding a bike, our main character – the
young geek – is walking it. His girlfriend is walking next to him.
The bike seems like out of fuel.
He peek as his girl friend. There is no specific emotion on her
face. She is as calm as having a nice walking on a beautiful day.
This is their first date, a geek and a hot girl. Who would have
thought that they are a couple?
SCENE 2
Misfortunes never come in singly. It starts raining. They run
hastily for a shelter. They stand under the eave together in the
cold while haft wet.
He is definitely sure that this is the worst first date ever, and
that why their relationship is ruined as well. He doesn’t know
what to say, and she seems like don’t want to say a thing. They
just stand together while the rain is pouring.

43. VIRAL SERIES – EP 1 STORYLINE (2)
SCENE 3
He suddenly remembers that they haven’t have anything yet.
His bike runed out of fuel before they come to the restaurant.
The Pizza Company order number come up in his head.
He make a phone call and order a pizza. It doesn’t take to long
till the pizza come although it still rains heavily. He take the hot
pizza pack then open it. An attractive smell starts to spread out
in the air.
SCENE 4
He picks a slice of pizza and give it to her. While taking it, their
hand suddenly touch each other. They ‘re both shy. He says to
her: “Sorry for the worst first date ever. You deserve more than
that”.
She gently holds his hand and says: “Who said it’s bad? It’s not
so good, but not so bad after all. At least, I have the best slice
of pizza”.
She smiles to him and continue: “The next date, I would like to
have pizza too"

44. VIRAL SERIES – EP 1 STORYLINE (2)
SCENE 5
Her words make his heart beats like crazy. It means he still got
the chance to have another day. He take a bite of his slide
while the heart still beats like crazy and his brain once again is
full of her smile. Unlike before, he is excited and very happy
with what’s going on. He finally can looks straight at her.
Suddenly, she do as well. What must be, must be. They have
their first kiss.
SCENE 4
The Scene is zoomed out and blured slowly as they have their
first kiss. “The Pizza Company” logo appears with the message
of the campaign: “Flavors to excite"

45. Step 1
First Episode Publish Post
Facebook Demo:
“Sau bao ngày chờ đợi, câu chuyện giữa chàng IT ngốc
nghếch và cô nàng xinh đẹp hay xấu hổ cũng ra mắt. Cả
nhà xem ngay cho nóng!!! Đừng quên chia sẻ lại những
cảm nghĩ của bạn cùng với ad.
Youtube Demo:
“Câu chuyện tình yêu ngọt ngào giữa chàng ngố (Harry Lu),
và cô nàng xinh đẹp (Midu) đã ra lò. Trong tình huống xấu
hổ xe hỏng giữa đường, anh chàng này sẽ giải quyết tình
huống như thế nào để có một cái kết như ý trong buổi hẹn
hò đầu tiên? Hãy cùng đón xem nhé.”.

46. Step 4
Online PR
ANGLE 1 – DIRECT
• The funny graphic stories of The Pizza Company has created a big buzz among community.
There are many celebrities has shared .
Headline:
• “Tuần qua facebook có gì hot?”
ANGLE 2 – INDIRECT
• Harry Lu and Midu become couple again in a short film.
Headline:
• “Harry Lu và Midu – Chuyện tình lãng mạn của chàng IT ngố tàu”
• Channel:
• kenh14.
• tinn.vn
• Categories:
• Kinh tế
• Xã hội
• Đời sống.
• Channel:
• Kenh14
• ione.vn
• Categories:
• Kinh tế
• Xã hội
• Đời sống.

47. PHASE 3 - AMPLIFY
(DECEMBER - JAN)
GENERAL BRANDING

48. PHASE 2’ s ROADMAP
STEP 2:
LIVE – STREAM ANNOUNCEMENT
• Annouce about the appearance of
KOLs at TPC for a live-streaming
of experiencing the excitement.
Channel: TPC Facebook.
STEP 1:
ONLINE PR
• After all, amplify the effects of the
series by various PR articles on
online press. .
STEP 3:
KOL’S ANNOUNCEMENT
• KOL’s announce about the live-
streaming at TPC on their
fanpage, invite their fan to join.
Channels: KOL’s Facebook.
STEP 5:
REMINDING POST
• While KOL are livestreaming,
Upload a post to remind users to
come and join KOLs.
Channels: KOL’s Facebook.
STEP 6:
ONLINE PR
• Amplify a dynamic year of TPC, with
plenty of activities and sucess.
• Reflect the position of TPC on the
market.
STEP 4:
KOL’s LIVE – STREAM
• On the live-streaming day, KOL
live streams on their fanpage and
ask their fan to join with them.
Channels: KOL’s Facebook.

49. Step 1
Online PR
ANGLE 1 – INDIRECT
The Pizza Company đã có một năm cực kì sôi động và thành công với hàng loạt những hoạt
động thú vị được đón nhận rộng rãi và hơn 30 chi nhánh mới trong chuỗi nhà hàng. Sự phát
triển đầy mạnh mẽ của The Pizza Company đã tạo nên một thế gọng kiềng trong thị trường
Pizza với 3 ông lớn: Pizza Hut – Pizza Domino – The Pizza Company.
2017 is an dynamic and sucessful year of The Pizza Company with many activities which are
well-accepted by many celebrities
Headline:
• Cuộc chiến ngành Pizza năm 2017: Ai là kẻ chiến thắng?
• Channel:
• Vnexpress
• Categories:
• Kinh tế
• Xã hội
• Đời sống.

50. Proposed KOL: Kaity Nguyen Hoàng Sơn
Demo:
“Hot! Hot! Hot!
Vào [Ngày, tháng], Kaity Nguyen sẽ có mặt tại nhà hàng
[địa chỉ] cùng bạn bè thưởng thức những món Pizza vô
cùng hấp dẫn từ The Pizza Company đó. Cả nhà ai muốn
giao lưu cùng Kaity Nguyen thì nhớ có mặt lúc 7h30 nhé.
À theo như Kaity Nguyen bật mí thì anh ấy có một món
quà vô cùng hấp dẫn dành tặng cho một bạn may mắn đến
tham gia cùng anh ấy đấy. Cả nhà nhớ tranh thủ cơ hội
nhé!
#Kaity Nguyen #ThePizzaCompany #Huongvihungkhoi”
Step 2
Live Stream Announcement

51. Step 3
KOL’s Annoucement
Proposed KOL: Kaity Nguyen Hoàng Sơn
Demo:
“Hello cả nhà, dạo này Kaity Nguyen thường xuyên bận rộn cho
các dự án sắp tới nên không có nhiều thời gian để update thông tin
và trò chuyện cùng mọi người. Nhưng mà, vào [ngày, tháng] sắp
tới, Kaity Nguyen sẽ ăn tối tại nhà hàng The Pizza Company
Nguyễn Thái Học. Cả nhà ai nhớ Kaity Nguyen thì đến tham gia
cùng Kaity Nguyen nhé ^^ À, suýt quên mất, Kaity Nguyen có một
phần quà cho một bạn may mắn tham gia cùng Kaity Nguyen đó
nha! 7h tối [ngày, tháng] tại The Pizza Company Nguyễn Thái Học,
nhớ nhé mọi người!!!
#Kaity Nguyen #ThePizzaCompany #Huongvihungkhoi”

52. • Proposed KOL: Kaity Nguyen
• Livestream content structure:
• Out-store: Opening introduction
• In-store (The 5 senses symphony):
1. Smell: the great smell of Korean chilli sauce.
2. Vision: Eye-catchy golden color, with glossy red.
3. Touch: hot and dry mild.
4. Hearing: The crispy sound within every bite.
5. Taste: Sweet & spicy scrispy cover with moist inner.
6. General comment as conclusion.
7. Hightlight point: Excitement experience.
Step 4
KOL’s Live Stream

53. Step 5
Reminding Post
Proposed KOL: Kaity Nguyen Hoàng Sơn
Demo:
“Mọi người ơi, hiện tại anh Kaity Nguyen đang có mặt tại
nhà hàng [địa chỉ] để thưởng thức những món ăn siêu
ngon từ The Pizza Company. Mọi người hãy nhanh chân
đến The Pizza Company trước khi anh Kaity Nguyen phát
quà nha!!!
#Kaity Nguyen #ThePizzaCompany #Huongvihungkhoi”

54. B. LTO PRODUCT LAUNCHING STRUCTURE
SECTIONAL
CAMPAIGN
AUTUMN SECTION
(AUG - SEP)
WINTER SECTION
(OCT - NOV)
SPRING SECTION
(DEC - JAN)
SPECIAL
OCCASSIONS
• Mid – autumn festival
• New school years
• Vietnamese teacher’s day
• Vietnamese woman’s day
• Christmas
• New years
AUTUMN LTO
LAUNCHING CAMPAIGN
WINTER LTO
LAUNCHING CAMPAIGN
SPRING LTO
LAUNCHING CAMPAIGN
CONCEPT
“FLAVORS TO EXCITE"

55. B. LTO PRODUCT LAUNCHING FRAMEWORK
OBJECTIVES
PHASE1 – TEASING
(7 days)
PHASE2– ENGAGE & BOOST SALE
(The rest of times)
• Teasing game.
• Teasing for the special event.
• KOL ‘s post.
• Special launching day.
• KOL's live review.
• 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
• Influencers/ Hot fanpage.
• Food platform & deal platfrom.CHANNELS

56. PHASE 1 - TEASING
(2 WEEKS)
AUTUMN SECTION

57. 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:
• The Pizza Company’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 participation of KOLs and
special offer as well.
• Encourage custommers to join.
Channels:
• The Pizza Company ‘s Facebook
• KOL’s Facebook

58. Step 1
Teasing Game
• Key Hooks:
• KOL’s participation.
• Chance to join the livestreaming on phase 2.
• A high value prize.
• Mechanism:
• Give customer a hint and encourage them to guess
which is the secret ingredient which will be used in
the special dish of TPC in autumn section.
• Players, at first, have to follow the fanpage, then
interact with the post and share it in public state.
• After that they comment their answers and tag 3
more friends to invite them to join the game.
• There are a grand prize and 10 normal prizes:
• Grand Prize: A chance to join the Viral series
with KOLs.
• Normal Prize: 10 couples of movie tickets.

59. Step 3
KOLs Post
Content Structure:
• Inform about the game with the giant price.
• Raising the belief.
• Encourage users to join the games.
Demo:
“Hot! Hot! Hot! Tham gia game trúng Iphone 7!
Cả nhà ơi, trên fanpage The Pizza Company 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!!!”

60. Step 4
Event Announcement
Content structure:
• Announce the winner of the teasing game.
• Announce about the special launching day.
• Encourage target audience to come and experience the excited
trips of flavors.
Demo Post:
“Chúc mừng các bạn đã chiến thắng mini-game cùng The Pizza
Company. Các bạn không chiến thắng cũng đừng buồn nha. Cả nhà
vẫn có thể đến The Pizza Company Nguyễn Thái Học ở [địa chỉ] để
cùng Chi Pu thưởng thức trước siêu phẩm Pizza cho mùa thu này
với mức giá vô cùng hấp dẫn.
Đặc biệt sản phẩm này hiện tại chỉ mới có mặt tại The Pizza
Company Nguyễn Thái Học trong một ngày duy nhất, với số lượng
có hạn. Mọi người nhanh chân lên nha!!!”
Demo

61. ENGAGEMENT
(1.5 MONTH)
AUTUMN SECTION

62. STEP 1 - SPECIAL LAUNCHING DAY (1)
Invite the winners and KOL to our launching
day. KOLs will livestream on their fanpage
while tasting the products as well as giving
comments, and invite their fans to come.
Channel:
• KOL’s fanpage.
PHASE 2 – Roadmap
STEP 3 – OFFICIALLY LAUNCHING
Officially launching the new Korean spicy
fried chicken with a short introducing clips
with time limiting promotion.
Channel:
• The Pizza Company ’s facebook.
STEP 2 - SPECIAL LAUNCHING DAY (2)
Publish a livestream on The Pizza
Company's fanpage to remind about the
special launching day with the join of KOL
as well as the special promotion.
Encourage more people to join
Channel:
• The Pizza Company’s facebook.
STEP 4 – 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 5 – 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:
• The Pizza Company's facebook.

63. Key hooks:
• KOL.
• Limited in 1 store only.
• Special Offer.
Mechanism:
• Hold a special pre-launch day which is limited at only 1 The
Pizza Company store (it means they can only taste the new dish
at this TPC restaurant only).
• Invite KOLs and 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.
Step 1
GRAPHIC STORIES

64. Proposed KOL:
• Dino Vũ
Livestream content structure:
• Out-store: Present the reason and the special launching day at
The Pizza Company.
• In-store (The 5 senses symphony):
1. Smell: the delicious smell of pizza sauce
2. Vision: Eye-catchy golden base, with attractive cover.
3. Touch: hot and dry, mild outside, soft inside.
4. Hearing: The sound of chewing and enjoying
5. Taste: Sweet & spicy scrispy cover with moist inner.
6. Hightlight point: Excitement experience.
7. General comment as conclusion.
Step 2
KOL’s Livestream

65. Content Structure:
• Limited time offers & special promotion.
• Special seasonal ingredients.
• The flavor for exciments.
Demo Post (based on the summer limited edition):
“ Nếu một lần được thưởng thức hương vị tuyệt hảo lại được từ sốt BBQ hoà
quyện cùng vị cay nồng của tương ớt và tôm viên dai giòn xực xực phủ trên
lớp bánh nóng giòn trứ danh của The Pizza Company thì bạn sẽ không thể nào
từ chối chiếc bánh Pizza phiên bản giới hạn mùa thu với những nguyên liệu
tươi ngon đặc trưng của mùa thu. Hãy đến ngay cửa hàng The Pizza Company
gần nhất để trải nghiệm chuyến hành trình thú vị của hương vị và cảm xúc
trước khi chiếc bánh này hết bán nhé”
Step 2
Officially Launching Post

66. Step 4
ONLINE PR
ANGLE 2 – DIRECT
“The experiences which The Pizza Company bring to customers are not only enjoying a
delicious Pizza, but also an exciting trips of passions and the harmony of five senses.
Headline:
• The Pizza Company – Chuyến phiêu lưu đầy đủ sắc, hương, vị.
• Channel:
• Kenh14
• ione.vn
• Categories:
• Kinh tế
• Xã hội
• Đời sống.

67. Key hook:
• Iphone 7 (or other high value presents).
Mechanism
• Customers come to the The Pizza Company
store and order our new dish.
• Then they take a selfie with the dish and post it
in the game announcement post on The Pizza
Company 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.
Step 5
Mini Game

68. Strategic
DELIVERY TOOLS LAUNCHING

69. Strategic Framework
OBJECTIVES
PHASE 1 - TEASING
(7 days)
PHASE 2 –
LAUNCHING WEBSITE
(2 Months)
• Teasing Minigames. • Facebook Post
• 2 PR
TACTICS
• Facebook.
• Faceboook Ads.
• SEM
• GDN
• Trigger audience's curiosity.
• Attract the attention
• Facebook.
• Facebook Post Ad.
• Launching new order website.
• Support Sale
CHANNELS
PHASE 3 –
LAUNCHING APPS
(2 Months)
• Facebook Post
• 2 PR
• Facebook.
• Faceboook Ads.
• SEM
• GDN
• Launching new order Apps.
• Support Sale

70. MEDIA STRATEGY

71. Media Flighting
TIMELINE Aug Sep Oct Nov Dec Jan Feb
PHASING Trigger Engage Amplify
Facebook
Influencer
PR Article
GDN
Facebook Ads
SEM
Hot Fanpage

72. Increase Awareness
Facebook Ads
Landing Page
Fanpage
SEM
1 2
Inform
Video Ads Video Ads
3
Push Sale
Offline Channel
Communication Mapping
ATTRACT
• Online behavior, search volume, high traffic sites.
• Facebook Ads: high impact channel, influencer
• Re-marketing, look alike audience (DMP)
CONVERT
Promote message to trigger conversion.
Add tracking code to optimize conversion.

73. Customer Journey
Search Engine
Marketing
Display Network
Facebook Ads
Landing page
Order
Visit other website
counted as sales leads, can be used by
Customer Services & Sales
Any landing pages inside TPC
website, which pop-ups into a new
window for submitting contact. This
is also the gate for traffics from all
media.

74. Data – Connect & Expand Data
ACTION
SEARCH
Targeted
keywords LOOK
ALIKE
AUDIENCE
Psychographic
Behavioral
• Increase consideration
rate
• Increase potential
target base for brand
exposure
Dynamic Re-targeting
Minimum Target Base Expanding Base By Look Alike Audience
Facebook
fanpage
AWARENESS
ATTENTION
SEARCH
CONSIDERATION
3RDDATAFROMMARKET
DMP
2NDDATAFROM
PREVIOUSCAMPAIGN
WEBSITE
LEAD
GENERATION
DATACENTER
1ST DATA FROM
CRM
PR acticle
SOCIAL ADS
Facebook
Interest targeting

75. Google Adwords

76. Facebook Ads
Facebook Clicks Facebook Carousel Facebook Canvas

77. KPI Budget
DETAIL IN ATTACHED FILE

78. THANK
YOU!
CONTACT US
A: 150 BIS LE THI HONG GAM, DISTRICT 1,HCMC
M: info@wisdom.com.vn
P: 028 710 999 78