A. ENVIRONMENTAL ANALYSIS I. EXTERNAL ANALYSIS 1. Travel and Tourism Industry Review a.

Overall Industry

Market Size of Vietnamese Tourist Industry According to the 2011 report of World Travel &Tourism Council (WTTC), the total contribution of Travel & Tourism to Vietnamese GDP continuously increased from about 70,000 billion VNDs to nearly 80,000 billion VNDs in three years- 2009, 2010, and 2011. Therefore, WTTC estimates that this contribution will be 153,334 billion dongs or 3.7% of total GDP in 2021(1). All of the data show that Vietnam Tourism is more developing. Especially after the political conflict in Thailand, the conflict between Cambodia and Thailand, and the terrorism in Middle East and other developed countries, Vietnam captures the competitive advantage of a peaceful and friendly place for travel. The development of Vietnam tourism comes from two forces- foreign investors and domestic investors. Firstly, foreign visitors are contributing significantly to the growth of Vietnamese Tourism. According to the Tourist Statistics, the number of international arrivals have increased recently due to some fluctuations. For example, In the first four months of 2011, total international arrivals reached 1,783,832, growing 35% compared with the number in the first four months of the last year(2). The following table and graph show the increasing trend of international arrivals in the first four months in the most recent five years(3). International Visitors to Vietnam in the first 4 months 2011 2010 2009 2008 2007 1,783,832 1,971,472 1,297,672 1,696,954 1,462,231 International Arrivals Table 1 Comparison of International Visitors to Vietnam in the first 4 months in five years

International Visitors to Vietnam in the first 4 months

2,500,000 2,000,000 Arrivals 1,500,000 1,000,000 500,000 0 2011 2010 2009 2008 2007

Figure 1 Comparison of International Visitors to Vietnam in the first 4 months in five years Hoi An firm sees that the trend line moves up from 2007 to 2011. It also notes that because of economic recession in the world Vietnam tourism had difficulty in 2009, but since then it expands rapidly. However, in 2011, this number reduces slightly due to the increase of interest rate and inflation rate (increasing 9.64% over the target of 7% in the first four month of 2011,

according to Vietnam Economic News, 2011(4)) causing the raising of travelling costs such as food and beverage, transportation, and settlement. However, the problem is still in the government control. In general Vietnam economy has recovered, and Vietnamese tourism continues to attract foreigners. Secondly, domestic visitors are the second primary force of Vietnam tourism. In 2010, the number of domestic visitors was more than 28 million, more than 12% of the number in 2009(5) . The following table shows the increase of domestic visitors from 2006 to 2010(6). Domestic Visitors from 2007 to 2010 2010 2009 2008 2007 2006 28 21.5 20 20.5 18 Million People Table 2 Comparison of Domestic Visitors from 2006 to 2010

Domestic Visitors from 2006 to 2010

30 25 Million visitors 20 15 10 5 0 2010 2009 2008 2007 2006

Figure 2 Comparison of Domestic Visitors from 2006 to 2010 The increase of domestic visitors is relatively stable during five years. It means that the domestic demand of travel has gone up in recent year. Therefore, Vietnamese people have better life, their income improves, and Vietnam tourism grows. In general, the increase of both domestic and foreign investors contributes to the development of Vietnam tourism. Hoi An attracts both foreign and domestic visitors by its beautiful nature such as the romantic De Vong River and Cua Dai Beach. Besides, Hoi An inherits ancient culture such as Quan Thang ancient town and Sa Huynh Culture Museum. According to Vietnam National Administration of Tourism, in 2009, there were more than 6 million arrivals, including 2 million foreigners, came to Hoi An. In the first quarter of 2011, Hoi An attracted 368,000 foreigners, an increase of 25.15% compared to the same period in the last year, and 243,000 domestic visitors, a growth of 4.05% by 2010(7). Hoi An does not balance the growth of domestic investors and foreign investors, while the overall data of Vietnam tourism above show that domestic investors grow more stably and still accounts for the large percentage of total investors in Vietnam.
Therefore, Hoi An Travel Firm re-focus on domestic investors to sustain the development of Hoi An Tourism and to avoid the increasing dependence of foreign customers.

Current trends of Promotional Mixes and Media Mixes in Vietnam Tourism

The purpose of promotional mixes and media mixes in Vietnam tourism is to attract travelers to come to Vietnam or its particular places by introducing Vietnam countrys image, Vietnamese people, the natural landscape, customs, festivals, cultural events, cultural heritages. Promotional mixes, hence, integrate printed-media advertisings of high-quality services, sales promotions of low price, and interactive marketing with detailed information about travelling procedures, locations, and service features. For domestic visitors, media mixes focus mainly on Websites, e-mails, and Travel & Tourism magazines. For foreign visitors, translated magazines and direct mails are popular. Recently, websites specialized in travel also have Vietnamese, English, and French languages. Since Hoi An firm tends to focus on domestic visitors, it will use appropriate methods to approach to the potential customers such as advertising, sales promotions, trade promotions (by partnership with other transporting and travelling services), and interactive marketing. These methods corresponds to some media mixes, including newspapers, Travelling & Tourist magazines, and Hoi An firms websites and others specialized web pages. Most importantly, it is the first time that Hoi An firm experiments the effectiveness of social network for advertisements because more and more Vietnamese people register for Face book, Twitter, Yume, Zing, etc. Opportunities, Threats, Strengths, and Weaknesses for Vietnam Tourism The development of Vietnam Tourism, including Hoi An Tourism is affected by opportunities, threats, strengths, and weaknesses and followed: Strengths Low costs of travelling but high quality compared to other countries Diversity of customized tours, short tours, and long tours More trained and dedicated tourist guides Weaknesses Floating Price in Holidays Unprofessional Staff especially in transportation Annoyance of unsettled landscape plump tourist

Opportunities The political conflicts of neighborhood countries such as Thailand, and the conflict between Cambodia and Thailand, making Vietnam become a more friendly and peaceful country The strong recovery of Vietnam economy The increase of travelling demand of both foreigners and domestic visitors Diversity of cultures (54 ethnic groups) and cultural heritages (Ex: My Son Holy Land and Ancient Town in Hoi An, Hue Imperial Palace, and Cham Tower in Phan Rang) Beautiful Landscape (Ex: Phong Nha Cave, Ha Long Bay, Dalat, SaPa)

Threats Increasing Inflation in 2011 Currency Fluctuation Poor Infrastructure and transportation. (Ex: Traffic Jam and obsolete transportation means) Pollution and low cultural recognition (Ex: Garbage, air pollution, water pollution) Infectious diseases (diarrhea, small pox, eye-related diseases)

Different Food Cultures in South, Middle, and North Vietnam (Hoi An is famous for Cao Lau, Mi Quang, and Banh Trang dap)

Table 3: Opportunities, Threats, Strengths, and Weaknesses for Vietnam Tourism Almost all Opportunities, Threats, Strengths, and Weaknesses not only affect Vietnam Industry but affect Hoi An Tourism and Hoi An firm as well. Thus, Hoi An firm will integrate the opportunities and strengths identified above to come introduce to its new target market, which is introduced later. For example, Hoi An firm provides visitors peaceful atmosphere, specially traditional foods (Cao Lau, Mi Quang, and Banh Trang dap) , and beautiful landscape (Cua Dai Beach and De Vong River, My Son Holy Land, and Hoi An Ancient town). Still, there are some problems of weaknesses and threats Hoi An firm needs to limit as much as possible. In particular, Hoi An staff will help visitors to complete all legal and complex procedures as well as coordinate with the local government to eliminate the annoyance of unsettled landscape plump tourist. Also coordinating with the local government, Hoi An firm helps visitors to avoid infectious diseases by increasing the cultural recognition among Hoi An citizens and by providing visitors safe foods and beverages.
b. Target Market Ho Chi Minh City Reasons for choosing Ho Chi Minh City

Hoi An firm chooses this market in the long term because Ho Chi Minh city is a large market, because it attracts a large number of foreigners, and because it has a very large number of population with sharply improved salary. Firstly, Ho Chi Minh City is a large market of tourism and has diversity about customers. In this market, there are many qualified tourist companies, which will be partners with Hoi An firm in the future. They serve customers long tours, short tours, and customized tours with professional staff and tourist guides. Information is also provided clearly to help both foreign and domestic visitors to consider features of each tour, price, time, currency exchange, and even process of registering the tour. Secondly, being a trading center of Vietnam, Ho Chi Minh City attracts a large number of foreigners each year, and these foreigners, together with those living and working in there, travel into other areas in Vietnam. In other words, the development of tourism in Hoi An and in entire Vietnam largely comes from the number of travelers in Hoi Chi Minh city. Each year, Ho Chi Minh city has attracted more than 3 million foreign customers. According to the World Travel & Tourism Council , in first three months of 2011, the contribution of these foreign customers increased 620,000 million VNDs, increasing 9% over the same period, and this number is still going up by each next period. Beside that, the young people was also focused on as a target market by businesses. In first two months, the total revenue of tourism is 7,860 billion VND with increasing rate is 24% over the same period. Another feature of such an over-seven-million-people city is that the average salary of citizens increased significantly from 400 USD/month to 1000 USD/month, according to the Associated Press-GfK in April, 2010(8). This factor is really an opportunity for Hoi An firm because such people are more willing to pay more for travelling. As discussed above, Hoi An firm needs to focus more on Vietnamese people to balance the number of domestic and foreign visitors, so approaching Vietnamese upper-middle class in Ho Chi Minh city is a long term strategy for Hoi An firm. For one thing, Hoi An firm can easily cooperates with many famous tourist firms in Ho Chi Minh City, who are also finding partners to

create more interesting tours to satisfy the increasing travelling demand, to increase Vietnamese visitors coming to Hoi An. This cooperation reduces the intense competition in this large market. For another thing, a large number of population with improved salary is target customers Hoi An firm is finding. Because Hoi An Firm has premium services only for those who have time and financial conditions. Moreover, when Hoi An firm increases its market share in this market, it can use its credibility and knowledge in this market to expand its services into foreign visitors more easily when the short tours for them becomes matured in the future. Current trends of Promotional and Media Mixes of Tourism in Ho Chi Minh City Promotion mixes and media mixes are efficiently used in marketing strategy in Ho Chi Minh City by almost all tourism companies. The diversity of kinds ranges from bonus items, promotion packages, newspapers, magazines, to firms websites, Internet, flyers or representative offices. However, in recent time, the tourism advertisings trend likely concentrates on the Internet and magazines to domestic customers and on direct emails, magazines, and representative offices to foreign customers. Hoi An firm sees that the Vietnamese-middle upper class are busy and very active. To save time, they, while working, use their bookmarked websites specialized on Tourism to update information two or three months before their travelling. Plus, their families like purchasing specialized magazines such as beauty, technology, and travel. Next, they also read wide circulation newspapers such as Thanh Nien Newspapers and Tuoi Tre Newspapers to quickly update general information. Notably, they spend more time to read their specialized magazines than to read newspapers. Therefore, if Hoi An firm advertises its services to them, it provides detailed information in travelling magazines, while it increases awareness and stimulate emotions in newspapers. Finally, their sons and daughters are also technological adapted. They are primary users of social networks such as Face book, Zing, and Yume to chat and to find interesting clothes, restaurants, and other products. Meanwhile, their parents use the social networks to relax after hardworking, to sustain their working relationship, and to quickly find information of products or services they want to use. Based on the characteristics of Hoi An firms target market in Ho Chi Minh City, it plans to combine all of these hot media, if possible, to effectively reach its potential customers.

2.

Competition Review

There are 11 competitors in Hoi An such as Hoi An Shipping and Tourism Joint Stock Company, Indochina Travel Service Co. Ltd., and Travel Company Vitours. Most of them offers average quality with three stars. The most favorite tour almost all firms in Hoi An offer is Da Nang-Hoi An- Hue, which offers exploration of Hoi An ancient town, relaxing in beach resort, and entertainment facilities. In Ho Chi Minh City, there are many outstanding travelling firms like Sai Gon Tourist, Lua Viet Travel, Fiditour, Eden Group, Thanh Nien Travel, etc. They can be Hoi An Travel Firms rivals or partners. One important point is that Hoi An firm has no market share in this market, so it should cooperate with these large and trustworthy firms, rather than compete with them, to increase the awareness of the Hoi An firms brand name and to quickly approach to its target market. However, there are some ponderous competitors such as Travel Company Vitours, Viet Travel, and Indochina Travel Service. Travel Company Vitours is a national and international tour and travel service. It affiliates with the Vietnam National Administration of Tourism (V.N.A.T) which has major offices in Ho Chi Minh City, Da Nang and Ha Noi(9). Next comes Viet Travel Company. It handles a flexible way in providing lump-sum

service for groups of customers including transportation, accommodation, conference, seminar, team building construction program, gale dinner, sightseeing, relaxation.... with reasonable costs and maximum demand satisfactions. Especially, Viet Travel company has released some special customer care programs for Golden partner. Interestingly, when customers sign the huge vale contract with the firm, they will have opportunities to enjoy seven attractive packages- Free voucher travel, Airport services support, Participation in annual customer conference, Free broadcast on the Vietravel media, Travel insurance, and discount incentives(10). Finally Indochina Travel Service can differentiate itself with other competitors. Specifically, it dedicates to customer services and satisfaction, that's why they success. As a local based company, Indochina Travel Service provides the best tour products, accompanied with the best healthcare, to Tour Operators and Travel Agencies from all over the world, especially to customers from Europe, USA, and Japan. The firm also coordinates closely with Embassies, Airlines, and International medical care providers to take care of their foreign customers. Another strength of this firm is from highly trained, dedicated and professional staff(11). 3. Hoi An Beach Hotel & Resort Customer Review This Integrated Marketing Communication Plan targets to the Vietnamese MiddleUpper Class living and working in Ho Chi Minh City. In this section, the plan reviews their decision process in choosing an appropriate firm for their travel. There are six stages in this process: problem recognition, information search, alternative evaluation, purchase decision, and post purchase decision. In the first stage, the target customers identify their need of travel based on their hierarchical need (motivation) and other factors. Since the target customers of Hoi An firm have high income, social status, family love, and many other physical things in their life, they are almost content with physical needs, safety needs, social needs, and esteem needs. But, one thing they have not had is tranquility in their mind (Self-actualization need). Living in a modern city, they have to face with noise, working stress, pollution, and intense competition. When coming home, all members are tired after a long hot working day, so they cannot experience the true happiness with their family as well as the rest in their minds. Therefore, the best way to take time with family is travelling on holidays. However, due to their actively working style, they want something more in addition to living in a luxurious hotel or enjoying associated facilities. For example, such marginal benefits include economic choice, learning, and discovering. Hoi An firm can satisfy all of such needs with four star hotels with affordable price, trips to visit the Hoi An Ancient Town or the vegetable village, and practical exercises of cooking Hoi An traditional foods. Beside the primary factor of motivation, they need to travel in the summer because their children are in break time and taking a trip to Hoi An is a good reward for them. Or the target customers travel due to the annual celebration inside their company. In the second stage, the target customers search information of travel & tourism firms after realizing their need. There are two ways for their searching: internal search and external search. For internal search, the target customers may be ones who have already known Hoi An firm through experience of using in the past . As a consequence, they keep coming to Hoi An Beach Hotel & Resort to enjoy service attributes of price, comfortable service, high-quality tours, and so on. For external search, the target customers are probably first-time users or potential guests, so they will search for information through 3 main following external methods: Personal Sources Word of mouth or recommendation from their friends who already enjoy the services of Hoi An Beach Hotel & Resort.

 Commercial Sources The sources coming from Hoi An firms promotional campaign of My Peace!, for example, with the content and means aim directly to the target audience to bring them peace and discovery, which are advertised through newspapers, websites, and magazines, and others. Public Sources Information published by trustworthy and famous magazines of travelling such as such as Vietnam Travel Magazine1 and Tour Guide Books to rank Hoi An firms quality of services annually. Also, the stage of information search is affected by customers perceptions through sensation, selection of words, and integrating information. Sensation Information expressed by visuals and emotional messages Selection of words Information suitable with customers characteristics and motivations (For example, the leisure-oriented segment will pay attention to the advertisement of high quality accommodation in discounted prices, and ignore other irrelevant information. Meanwhile, the business-oriented segment can focus on how the M.I.C.E package, with Meeting Incentive Conference Event, is arranged well and professionally.) Integration Integrated information by customers to have an overall view of a firm connected with their need In the third stage, Hoi An firms potential customers evaluate alternatives of choosing the best firm for them to serve for their purposes, mainly depending on the following consequences that Hoi An firm brings to them: functional consequences and psychological consequences Functional Consequences With leisure-oriented purpose: Basic needs such as a good sleep, delicious foods, drinks and comfortable additional services. With family-oriented purpose: Good place to enjoy and have fun in the weekend or holiday. With business-oriented purpose: Modern facilities and good halls for the meeting. Psychosocial Consequences The high-recognized, comfortable, and enjoyable feelings are psychosocial consequences of Hoi An firm. The attitudes of potential customers will affect their alternative evaluation. Hoi An firm will use the Multi-attribute Attitude Model (AB = Bi x Ei) to analysis the important factors that affect the evaluation process of the customers. Again, the attitude toward Hoi An brand or other competitors depends on the travelling purpose of potential customers. With leisure-oriented purpose: A good brand for accommodation; restaurant; comfortableness and additional services as swimming pool, bar, laundry With family-oriented purpose: An excellent brand for family time with silent ambiance, safe environment, surprising and learning, and supportive tour guides of the hotel.

Hoi An Beach Hotel & Resort (2011). Vietnam Travel Magazine. Retrieved June 2, 2011 from http://www.vietnamtravelmagazine.com/hotels/hoian-hotel-hoian-beach-resort.html

With business-oriented purpose: An ideal brand for holding the event, on-time support of staff , and friendly and professional decoration.

Next comes the fourth stage, purchase decision. As choosing a travelling service requires high involvement and long consideration before actual usage of the service, Hoi An firm can control this matter by providing the booking system for the customers. Once they book for the room at our hotel, its unlikely they will turn down the booking. That also keep the connection among customers and Hoi An firm. Beside the booking system, Hoi An firm tries to provide publicly summarized ranks and details of pictures, facilities, and pricing classifications on the Internet, by magazines, and even by word of mouth on social network so that potential customers integrated all of the information to have an overall evaluation before making actual purchase. The final stage of the decision process is post-purchase evaluation and learning. The positive experience will concrete customers attitude toward Hoi An brand name, will make them to come back in the future, and hence will retain the brand in customers evoked set. However, its hard to avoid possible negative outcomes, so the system of questionnaires and feedback through the Hoi An websites, the toll-free number, and the social network helps the firm to recognize its weaknesses and update information about customers characteristics. II. INTERNAL ANALYSIS 1. Introduction of Hoi An Firm and its Services a. Introduction of the firm and services Hoi An Tourist Service Joint Stock Company is the leading tourist service company in Hoi An(12). The company owns three famous brands: Hoi An Hotel: A four-star hotel, with 160 rooms available, is one of the first hotels in Hoi An and has luxurious services such as spa, caf, bar, outdoor swimming pool, bus system. Hoi An Beach Resort: A four-star resort locates between the romantic De Vong River and famous Cua Dai Beach. The resort is near many famous places such as Historic Hoi An Town, My Son Temple complex, Cham Museum in Da Nang, and Royal Capital of Hue. Therefore, Hoi An resorts are considered as one of the best places for visitors traveling to Hoi An. Hoi An Travel: A professional service for inbound and outbound tours. it also usually celebrates tours to Hoi An historic town and surrounding areas, check-in and confirms sits for visitors on domestic and international fights, and offers welcome guest services at International airports in Vietnam Besides, Hoi An Travel is an official agent of Vietnam Airlines and Pacific Airlines. 2. Strengths and Weaknesses of Hoi An Firms Services Hoi An plans to introduce its Hoi An Hotel and Hoi An Beach Resort to the target customers in Ho Chi Minh City. There are four strengths of these services: affordable price, convenient transportation system, the special construction with ventilation and dual views, and associated facilities. The first factor is affordable price. For competition, Hoi An Firm offers cheap price compared with other firms who offer the same quality services . The same quality services are friendly staffs that warmly welcome any customers coming into the hotel gate. The staff teams always try to serve consumers with their best efforts without any extra charge. For foreign visitors problems, the staff also handle well due to their fluent multiple languages such as Chinese, French, and English.

Second, the flexible transportation system at the resort is another advantage which is convenient for visitors to visit the accent town. On-demanded buses will pick up visitors at the airport or take visitors to the accent town free. There is also a bicycle services for people who want to explore the beauty of the town by their own ways. The most differentiation for the transportation system is that Hoi An hotel and resort is an integrated system, so customers can go from Hotel to resort and vice versa through shuttle bus with lower costs and frequent times. Third, the special construction with ventilation and dual views also makes Hoi An firm different from competitors. The interior atmosphere is well designed with standards only available at Hoi An resort. For example, all rooms are large and bright. They have traditional styles and locate logically to let visitors have dual beautiful views. For instance, Hoi An resort locates at Cua Dai Beach with the front side approach to beach and the back side approach to River. Fourth, facilities play an important role in the firms reputation. Two beautiful swimming pools are always available to serve visitors. In the resort area, there is a nearby restaurant in which visitors can experience the distinct tastes of many traditional Vietnamese foods. Excitingly, the restaurant also has foreign professional chiefs to serve Western food in order to satisfy various customers demand. The most remarkable factor that makes the resort stand out is the extra circular program. An activity called cooking class gives visitors real experience of cooking the traditional foods. Specifically, participants will go with the chief to the market to buy materials for cooking. At the market, the chief will show the learners the benefits of each kind of vegetables as well as how to choose the fresh one. After that, learners try to cook under the instruction of the chief. After the class, learners will receive a certification from the chief. Nevertheless, Hoi An Services have three weaknesses with one minor point and two major points. On the one hand, many visitors, particularly the French people, complain that the nearby restaurant closes a little bit early- at 9.am. Their culture is different from Vietnamese culture. The French people often have a meal with very long time to gradually enjoy the food or to talk to each other. After the meal, they enjoy coffee or tea to chat with their best friends or to relax. Even though it is just a minor factor, it has a negative effect on the convenience and high quality service which the company is trying to draw up. On the other hand, the remarkable issue is about the Zenspa. While other resorts offer variety, therapy options from countries such as Mexico, Thailand, Philippine, Hoi An resort only offers Vietnamese traditional therapy. This means that visitors have no more choice for their relaxing. They either accept the available service or go out to other spas. More importantly, the price of sport games on the beach is a little bit expensive compared to those of competitors. To be more specific, it costs 33 USD/person/15 minutes for parasailing game while it only charges 25 USD for the same game at other resorts. Similarly, the Zenspa also charges much more than competitors. Generally speaking, the room prices were set at an affordable level, but other supplemental services charge more. That is another major problem. B. MY PEACE ! CAMPAIGN TO APPROACH HO CHI MINH CITY From the external and internal analyses, Hoi An firm recognizes that Ho Chi Minh City is a large and growing market. Also, most of current visitors coming to Hoi An are foreigners, so Hoi An Travel Firm decides to build a Marketing Plan to attract more Vietnamese people to sustain the development of Hoi An Tourism and to avoid the increasing dependence of foreign customers. A new campaign to approach to Ho Chi Minh City is My Peace!. In the campaign, Hoi An firm emphasizes the true peace and tranquility in Hoi An Ancient Town and in Hoi An

Beach. Not only does this campaign satisfy the target customers needs, but also it is quietly different from its competitors in Hoi An and in Ho Chi Minh City. My Peace! derives from target customers saying in the peak feelings- surprise, exhilaration, and satisfaction. My Peace! also indicates that customers finally achieve it after long hard time of finding it. Finally, My Peace! is something sacred and spiritual recognized only when people understand their historic origin proudly as well as experience the extrinsic and intrinsic values of natural creation. Therefore, Hoi An firm builds an Integrated Marketing Communication Plan to share with its target customers all of the valuable meanings of the campaign and to say that their two major services of An Hotel and Hoi An Beach Resort are temporary places for customers to reach the True Peace. Ephemeral is physical facilities; Eternal is tranquility in customers minds. This Communication Plan is designed to achieve the My Peace! campaign. In the following sections, Hoi An firm firstly analyzes its target customers in Ho Chi Minh City and positions two brand names in the market - Hoi An Hotel and Hoi An Beach Resort. Next, it identifies the marketing and communication objectives , and then it goes details of two primary creative concepts for the two brand names, which are used in the campaign entirely. The next crucial parts in this plan are promotional mixes and media mixes before total budget is summarized. Finally, there are some advertising samples of Hoi An firm. C. TARGET MARKET I. TARGET MARKET Target Market: Middle-upper-class Vietnamese people living and working in Ho Chi Minh City. Geographic: Ho Chi Minh City, Vietnam Demographic: Working age (30-60), male and female, with children under 15 Socioeconomic: Middle-Upper class with income from +$1000 per month Psychographic: Open-mindedness, selective travel, nature orientation, and peaceful orientation, quick information update, and online working Life Style In leisure time, they often travel in group (friends or family), couple, or alone. They desire to experience the beauty of nature, the peaceful atmosphere, and something new and different to learn. With family, most of them have children under 15, and their holiday activities are primarily driven by their children needs. Their purpose is to enjoy happy time to each other in weekend or on holiday with their families. In business, they are in need to hold planning or strategy sessions away from the office in a new and comfortable surroundings to even out revenues throughout the week. II. EXPLANATION OF THE TARGET MARKET In recent years, short tours such as Vung Tau and Da Lat are matured, so our potential customers, those who are in middle-upper class, enjoy fewer benefits but more annoyances like traffic jams, pollution, lower quality, and extremely high price. Therefore, some of them choose staying at home with their family, while others will think about another way to travel abroad to learn new cultures and to find out true peace in their minds after long time working. If Hoi An Travel Firm approaches to these potential customers, they will probably be attracted because the firm provides an economic choice with nearly the same benefits as traveling abroad, including

cultural heritages, friendliness and simplicity of people in Hoi An, and beauty of nature, and low cost. III. POSITION IN THE TARGET MARKET Recognizing the unsatisfied need of true peace, Hoi An firm position its Hoi An Hotel and Hoi An Beach Resort by product benefits. The salient attribute of Hoi An services is True Peace like never before. True peace does not come from luxurious and convenient facilities, but comes from understanding the origin of Vietnamese people and the hidden value of natural masterpiece, all of which are discussed in the creative concept section. D. MARKETING AND COMMUNICATION OBJECTIVES I. MARKETING OBJECTIVE Revenue from the target market in Ho Chi Minh City makes up 15% of total revenue of Beach Resort and Hoi An Hotel in the next year. II. COMMUNICATION OBJECTIVE To increase 80% of the target market to be aware of our brand name as a contemporary place to come to True Peace, to reach 50% of their love, and to make up 10% of them to come to us from August 2011 to August 2012. III. RESPONSE PROCESS Hoi An firm recognizes that to persuade its potential customers to come with it they have to consider a lot of information to balance costs and real values they receive. Furthermore, many alternatives are in their mind. Which one should they choose using short tour such as Dalat or Vung Tau, staying at home, traveling abroad, or using long tour such as Hoi An? If Hoi An firm focuses on attributes of its services or price, it hardly competes with other competitors. On the one hand, equivalent competitors with four star rating have numerous advertisings of their beautiful facilities as does Hoi An firm. On the other hand, other rivals with five star rating have their competitive advantage of magnificent structures with premium price because they position their services by price/quality. Moreover, brands with three star rating or lower focuses on economic choice. As a result, Hoi An firm chooses affective strategy to bring their customers into a series of unique personal feelings, which will be discussed more detailed in the Creative Concept Section. According to the Foote Cone & Belding (FCB) Grid, Hoi An firms strategy lies in the feeling grid with high involvement. Thinking Feeling 1. Affective Strategy Tourist Model: FeelLearn-Do 2. Possible implications Test: Emotional High Involvement Arousal Media: Large Space and Special Images Creativity: Creative slogans Low Involvement Figure 3: Affective Strategy of Hoi An Firms Advertising IV. COGNITIVE REPONSE

Due to the matured advertising by stressing the beauty of Hotels and Resorts, many competitors emphasizes the peripheral route over the central route. In particular, they make customers generate support arguments to their advertising of high-quality services described through body copy (Interesting visiting tours, delicious and traditional foods in luxurious restaurant, large swimming pools, and comfortable Spa) so that customers establish a positive attitude toward their brands. This common technique is used product thought in central route. For peripheral route, the competitors choose the dark theme to make their hotels and resorts to be outstanding at night with vivid lights. The consequence is that customers are enchanted and interested in such advertisings. In order to differentiate from such stereotyped advertising, Hoi An firm concentrates on the central route over the peripheral route by another way. First, Hoi An firms customers also have support arguments in message thought, not product thought. The two slogans Hoi An Hotel and Hoi An Beach Resort carry the main theme of the My Peace! campaign to bring the True Peace to anyone who comes to this firm. To increase the power of the major selling ideas, a single picture for Hoi An Hotel dominates a friendly and satisfied smile of an old mother, who is also a vendor, on a street of Hoi An ancient town. Another single visual for Hoi An Beach Resort is a natural scene in which De Vong River intersects with Cua Dai Beach. As a result, the two pictures with a normal sunny theme among thousands of dark-theme advertisings will probably stop readers and stimulate their curiosity and feelings. Especially, potential customers are not only aware of Hoi An firms brand but also endure the a favorable thought in their minds. When the potential customers are interested with the firms brands, they will find out more information about the firm. Hence, Hoi An firm provides other series of advertisings to provide the information and to stimulate their usage by combining various promotional mixes and media mixes. V. ROADMAP OF PROMOTIONAL MIX AND MEDIA MIX After understanding target customers characteristics and analyzing competitors reactions, Hoi An firm draws a road map of promotional strategy and media strategy to achieve its marketing and communication objectives

Push Technique, August-June, 2011-2012

Personal Selling Catalogs + Partnership with Lua Viet Travel, Saigon Tourist, and Fiditour Interactive Marketing Interactive Marketing Interactive Marketing (Websites and Social and Sales Promotion (Websites and Social Network) Network) (Websites and Social Advertising and Sales Advertising Network) Promotion (Magazines and Advertising Newspaper) (Magazines and (Magazines) Newspapers)

Time

Promotional Mixes & Media Mixes

August-October (2011)

November-March (2011-2012)

April-June (2012)

Objectives 80% Awareness 50% Love 10% Action Affective Strategy Feel Learn Do Techniques Pull Pull Pull Campaign Names Back to Your Origin More! Book and Go Estimated Budget Above Medium Medium Above Medium E. CREATIVE CONCEPTS I. MAJOR SELLING IDEAS Before setting up strategies based on the roadmap identified above, Hoi An firm considers the two major selling ideas (Slogans) to advertise its Hotel and Beach Resort as competitive weapons in the My Peace! campaign. Put another way, all promotional strategies and media strategies in the following sections are developed from the two creative concepts. Hoi an Hotel: Hospitality From The Heart Of An Ancient Town Hoi An Beach Resort: An Oasis Of Peace Where The River Meets The Ocean II. RELEVANCE AND UNIQUENESS The strong points in the two slogans are consistency, relevance and uniqueness, and emotional bonds. Firstly, the slogans are consistent with external and internal information Hoi An gathered. That is, they center on consumers needs of finding the true tranquility. Hospitality and Oasis of peace are clear evidence. Secondly, the slogans are considered as unique and relevant ideas. For the slogan of Hoi An Hotel, the major selling idea is the Heart of an Ancient Town because it tells all things about this place- simplicity, antiqueness, but sustainability. Many people know the extrinsic beauty of Hoi An through its long history. Few of them know the intrinsic value in the wholehearted behaviors of people in Hoi An, regardless of who you are. The true value becomes much more important when the human society is more digitalized and overwhelmed with the endless greed of human beings, which causes conflicts, terrorists, wars. Hence, the sustainability of the ancient town is the combination of its heroic history and hospitality. This slogan makes viewers realize the clinching benefit of warm treatment as a true peace, so it is unique and relevant. For the slogan of Hoi An Beach Resort, the Power Idea is the integration of River and Ocean. These two natural masterpieces are strongly connected and have dual layers of meanings. Specifically, the value of De Vong River and Cua Dai Beach are only known as peace and beauty, so people come to them to relax and enjoy after long time of working. Rarely do they know the hidden value inside the intersection between the River and the Ocean. Ocean is the origin of all rivers in the world. Put another way, Ocean symbolizes the identity, the origin, and the place where we were born. Rivers are ways of human life, different people with different lives. No matters where they flow , they finally come back to the Ocean. This means that Vietnamese people always remember their origin, their ancestors, and their culture although they work in Vietnam or live in other countries. It is a strong belief that Vietnamese people, especially the young ones, come to Hoi An once time to understand and to be proud of ourselves. When people find out their true origin honorably, then they achieve the true tranquility in their life and the fresh energy to come back to their work. Because this slogan lets the viewers vividly experience an ecstasy of happiness and pride, which is also a type of true peace, it is unique and relevant. Thirdly and finally, the slogans are the integration of rational appeal, personality and emotional appeal to create an emotional bond between the consumers and Hoi An brand name. Rational appeal focuses on the most outstanding service attribute or the clinching benefit true

peace. Personality is identified with the hidden values inside the ancient town and the intersection between the River and the Ocean. When viewers realize the hidden values, they will experience an orderly series of personal feelings- quietness, nostalgia, warmth, pride, and vigorousness. F. PROMOTION MIX AND MEDIA MIX In this section, promotional strategies and media strategies are set up to achieve marketing and communication objectives, with the direction of the roadmap and the two creative concepts. Based on the roadmap, there are three major stages for promotional and medial strategies: awareness, love and action. Each stage has an appropriate integration of promotional mixes and medial mixes.

PULL STRATEGIES STAGE 1 : 80% OF AWARENESS I. ADVERTISING 1. Promotional Strategy Feeling Objective: Single and dominating visual with poster-style format stops viewers and makes them sinking into vacancy to experience an orderly series of feeling: surprise, nostalgia, and warmth. Use newspapers and magazines. Reach 80% of the target customers to be aware of the firms brand name within 3 months. Timing: August-October (2011) Target Audience: Vietnamese middle-upper-class in Ho Chi Minh city who quickly skim the information before working and who spend time with their family to read. Campaign name: Back to Your Origin Promotional Technique: Pull Strategy Message strategy: No body copy except for a bolded slogan (for Hoi An Hotel and Hoi An Beach Resort) at the central location above the midpoint of the advertising. This advertising is to stimulate to customers feelings and curiosity, so there is only a brand name or logo of Hoi An firm at the down corner of the advertising. The semiotics in this advertising includes: objective, symbol, and interpretant. The objective is the service of Hoi An Hotel or Hoi An Beach Resort. The symbol/sign is a picture of natural scene of the intersection between De Vong River and Cua Dai Beach or the image of a smiling old mother on a street of Hoi An ancient town. Finally, the interpretant is a warm welcome to Vietnamese people coming back to their origin proudly. Media Tools: Printed Media Total estimated advertising budget from the total of Budget Allocation in media strategy: 134,442 USD 2. Media Strategy Media Objective: Popular printed media cover 80% of Vietnamese middle-upper class in Ho Chi Minh City over three months to make them recognize Hoi An firm and to stimulate their emotion for future discovery. Types of Media: Tuoi Tre Newspapers or Thanh Nien Newspaper, Travellive Magazine, and Heritage Magazine

 Reasons for choosing this media: Hoi An firms target customers often buy newspapers to skim the information before they work. Therefore, to quickly capture their eye-view within a second, the advertising should be placed at the first special page of the advertising section of the newspapers. For Travellive magazine, Hoi An firm recognizes that this magazine is one of the most popular magazine which the target customers read at night or on the weekend. Schedule: Flighting. This advertising, with the help of printed media, makes customers awareness of Hoi An firm within 3 months, so it needs regular advertising and popular printed media. However, because Hoi An firm is not a very large company and because it chooses an effective way to avoid waste of cost in the first time of coming to a new market such as Ho Chi Minh City (If the Back to Your Origin campaign is unsuccessful, Hoi An will be able to withdraw and revise it immediately). Budget Allocation Tuoi Tre Newspapers: 3100*36 = 111,600 USD
Cost per full page: 3,100 USD ( Colorful page)(13) Number of advertising insertions: 36 insertions on each of Friday, Saturday, and Sundays from August to October (2011)

Circulation: 450,000 CPM = (3,100*1,000)/450,000 = 6.9 USD Thanh Nien Newspapers: 3,430*36 =123,480 USD Cost per full page: 3,430 USD (Colorful and special page)(14)
Number of advertising insertions: 36 insertions on each of Friday, Saturday, and Sundays from August to October (2011)

Circulation: 462,000 CPM = (3,430*1,000)/462,000 = 7.42 USD Because CPM of Thanh Nien Newspapers is larger than that of Tuoi Tre Newspapers, Hoi An firm chooses Tuoi Tre newspapers only. Travellive Magazine: 1,900*3 = 5,700 USD Cost per full page: 1,900 USD (Colorful and inside page)(15)
Number of advertising insertions: 3 insertions on the 15th day of each month, which is also the same as the magazines circulation period

Heritage Magaxine: 5,714*3 =17,142 USD Cost per full page: 5,714 USD (Colorful and inside page)2 Number of advertising insertions: 3 insertions on the 15th day of each month, which is also the same as the magazines circulation period.

Total Budget: 111,600 + 17,142 + 5,700 = 134,442 USD/ 3 months II. INTERRACTIVE MARKETING 1. Promotional Strategy: Feeling

The information of advertising cost in Heritage Magazine is permitted by Vietnam Airlines. No Publication.

 Objective: Create an interactive environment with the potential customers through the Internet. Create two-side conversation, raise awareness, understand their needs, and get their first-sight responses to make the suitable plan for the next stage. Timing: August-October (2011) Target Audience: Vietnamese middle-upper-class in Ho Chi Minh city who like to surf on web, read online database and reviews, and enjoy interactive environment. Campaign name: Back to Your Origin Promotional Technique: Pull Strategy Message strategy: For Face book Group: Hotel & Resort Facts and Positive Customers Reviews in the last year are updated weekly on Face book in the first 2 months. The purpose is to take the attention of the visitors into the basic information of the hotel as well as communicate with them to know their impression first-sight. In the third month, there will be a chain of notes and wall-posts which reveal secretly the promotional events holding in the next stage. The purpose there is to build up the customers curiosity. For Hoi An Websites: Hotel & Resort descriptions (Accommodation, Restaurants, and other services), especially Beauty Spots in Hoi An, along with the soft version of advertisement which is printed on the printed newspapers are updated weekly on the website to attract the visitors attentions. We also put an email address on the website for them to contact for any further information. For other five travelling websites: Hoi An firm provides details of different tours, its features, price, quality, schedule, travelling tips, associated services, and Hotels and Resorts by visual illustrations, video clips, customers interviews, and data boxes. Also Hotline contact, emails, linked Hoi An firms websites, instant message are showed for customer contact. These websites are updated sales promotions, and other new tours during the My Peace! campaign.

Media Tools: Social network and websites Total estimated advertising budget from the total of Budget Allocation in media strategy: 9,000 USD 2. Media Strategy Media Objective: Hoi An Face book Group and Websites help the firm communicate with potential customers as well as reach beyond their usual demographics. It aims to make them recognize Hoi An firm and to stimulate their emotion for future discovery. That acts as a complimentary to the advertising on the popular printed newspapers, covering 80% of Vietnamese middle-upper class in Ho Chi Minh City over three months. Types of Media: Hoi An Beach Hotel & Resort on Face book Group and Websites Reasons for choosing this media: This media will help customers living abroad (which are not able to read popular printed newspapers in Vietnam widely) have a chance to be contacted and get first-view about the firm. Besides, with the increase in Internet and social media usage, there will be a significant part of customers who prefer to read the information online rather than printed newspapers. Therefore, the

social and online media, together with printed newspapers are complimentary to attract the customers to Hoi An Beach Hotel & Resort as well as create a good beginning for other promotional campaigns in the next stage. Schedule: Continuity. In other to raise awareness in customers minds, we need to cooperate with the printed newspapers well and make the online advertising regularly in 3 months. The schedule is as follows: For Face book Group: Hotel & Resort Facts and Positive Customers Reviews in the last year are updated weekly on Face book in the first 2 months. In the third month, there will be a chain of notes and wall-posts which reveal secretly the promotional events holding in the next stage. For Hoi An Website and other websites: Hotel & Resort descriptions (Accommodation, Restaurants, and other services), mainly Beauty Spots in Hoi An, along with the soft version of advertisement which is printed on the newspapers are updated weekly on the website to attract the visitors attentions. The email address is available throughout the campaign which is checked daily to give the responses on-time.

Budget Allocation: Social Network (Face book): No cost Hoi An Websites: No cost due their readily availableness http://www.hoianbeachresort.com.vn/ http://www.hoianhotel.com.vn/

Other electronic media with special travelling interest: Average of $600/website/month * 5 websites *3 months = $9,000 USD3 http://www.tapchidulich.com.vn/ http://www.dulichvietnam.info/a/b/c/d/e/index.htm http://www.dulichonline.com.vn/ http://www.dulichvietnam.com.vn/ http://www.vietnamtravelco.com/dulich/ Total Budget: 9,000 USD/ 3 months STAGE 2 : 50% LOVE I. ADVERTISING 1. Promotional Strategy Learn Objective: The copy is surrounded by multiple visuals, which illustrates different benefits of each of Hoi An Hotel brand and Hoi An Beach Resort, so readers learn through visuals and copy. Use magazines mainly. Within 5 months, help 50% of potential customers who have just been aware of the firm to know more and love it Timing: November-March (2011-2012)
3

The information of advertising cost on the travelling websites is internally supported by Hoi An Company.

Target Audience: Vietnamese middle-upper-class in Ho Chi Minh city who spend time with magazine at night or on the weekend and who have been aware of the firm. Campaign name: More! Promotional Technique: Pull Strategy Message strategy: Surrounding visuals vividly illustrates benefits of Hoi An Hotel and Hoi An Beach Resort. For example, the scene can be a couple clinking champagne near the candle night in a traditional and warm restaurant, or it can be a buffet of traditional food made by customers itself in at night. The body copy at the central page, on the other hand, support further information that visuals cannot depict. In the later scene, Hoi An firm can write about the name of some kinds of traditional food and brief tastes. Slogans are at the top of the page. Media Tools: Magazines Total estimated advertising budget from the total of Budget Allocation in media strategy: 76,140 USD 2. Media Strategy Media Objective: Magazines cover 50% of Vietnamese middle-upper class in Ho Chi Minh City over five months to make them experience the benefits of Hoi An services by seeing and imagination. Types of Media: Travellive and Heritage magazine. Reasons for choosing this media: Hoi An firm recognizes that those magazines are very popular magazines which the target customers read carefully at night or on the weekend. Especially, the target audience are ones who often work abroad, so the Heritage magazine is an ideal tool for them to wait at the airport, or some people who are loyal customers of Vietnam Airlines can bring it at home. Schedule: Flighting. The purpose of this stage is long lasting to gradually capture a part of consumers mind and build a positive relationship with customers. Budget Allocation: Travellive Magazine: 1,900*10 = 19,000USD Cost per full page: 1,900 USD (Colorful and inside page)
Number of advertising insertions: 10 insertions on the 15th day of each month during five months

Heritage Magazine: 5,714*10 =57,140 USD Cost per full page: 5,714 USD (Colorful and inside page) Number of advertising insertions: 10 insertions on the 15th day of each month during 5 months Total Budget: 19,000 + 57,140 = 76,140 USD/ 5 months II. INTERRACTIVE MARKETING 1. Promotional Strategy Learn Objective: Increase attraction and love by showing customers all fabulous conditions in Hoi An Services from accommodations to restaurants. Build a positive relationship with potential customers by making them see, hear, and imagine. Timing: November-March (2011-2012) Target Audience: Vietnamese middle-upper-class in Ho Chi Minh city who like to surf on web and who have been aware of the firm. Campaign name: More! Promotional Technique: Pull Strategy

 Message strategy: For Hoi An websites: Hoi An firm shows clear information enough for all of the services ( Accommodation, restaurant, ZEN spa, ) through the fabulous descriptions for every service that makes customers know exactly costs, benefits, and solutions for their needs. Especially, the firm interweaves traditional Vietnamese culture with SPA concept or a major bonus in dining at the restaurant by day or night. For Face book: The firm creates communities and places attractive website links in the social media networking sites so that users will definitely visit the website to check its offerings. For other five travelling websites: The firm provides details of different tours, its features, price, quality, schedule, travelling tips, associated services, and Hotels and Resorts by visual illustrations, video clips, customers interviews, and data boxes. Also Hotline contact, emails, linked Hoi Ans websites, instant message are showed for customer contact. These websites are updated sales promotions, and other new tours during the My Peace! campaign.

Media Tools: Social network and websites Total estimated advertising budget from the total of Budget Allocation in media strategy: 15,000 USD. 2. Media Strategy Media Objective: Well-design and be aesthetic in the homepage of the websites. Create visualizations to make the pages more attractive. Be well-organized for easy access by alphabetical categories of services or dates of news issued. This kind of integration of web design and social media compliment to the advertising on the popular magazines to affect the love of 50% of Vietnamese middle-upper class in Ho Chi Minh City over five months. Types of Media: Face book, Companys Websites, and other five travelling websites Reasons for choosing this media: That is the spring time and most of customers have a more free time to use media and social network to searching for tourism and entertainment programs services for the following summer. Also these websites and Face book are very popular for these potential customers. Schedule: Continuity. Get more love from potential customers by coordinating lively advertising on websites and social network and make a good reputation to create the foundation for spring time in the next year. Budget Allocation: Social Network (Face book): No cost Hoi An Websites: No cost due their readily availableness http://www.hoianbeachresort.com.vn/ http://www.hoianhotel.com.vn/ Other electronic media with special travelling interest:

Average of $600/website/month * 5 websites *5 months = $15,000 USD http://www.tapchidulich.com.vn/ http://www.dulichvietnam.info/a/b/c/d/e/index.htm http://www.dulichonline.com.vn/ http://www.dulichvietnam.com.vn/ http://www.vietnamtravelco.com/dulich/ Total Budget: 15,000 USD/ 5 months STAGE 3 : 10% ACTION I. ADVERTISING 1. Promotional Strategy Do Objective: Designed by Mondrian grid layout, this advertising has beautiful images and provides necessary information of hotline contact, discounted tours and new travelling packages with price, features, and schedule to those who have already known about Hoi An Travel and who intend to book tour there. Use newspapers and magazines. Boost 10% of the target audience to register for travelling or using the promoted packages within 3 months. Timing: April June (2012) Target Audience: Vietnamese middle-upper-class in Ho Chi Minh City who are interested in Hoi An Travel. Campaign name: Book and Go Promotional Technique: Pull strategy Message strategy: With Mondrian grid layout, two beautiful photographs of a family in front of Hoi An Town or at the Beach enjoying discounted services or sales promotion are in two diagonal grids- one at the top left grid and the other at the down right grid. Next is a bolded slogan (for Hoi An Hotel and Hoi An Beach Resort) above the top two grids. Besides, this advertising is to stimulate customers to enjoy sales promotions by selecting and booking before actual travelling, so there are tour calendars, price, short and interesting features of the new tour packages and brief description of sales promotion. This information locates in the rest of two squares, one at top right grid and the other at the down left grid. Therefore this advertising has semiotics. The objective is the tour, the symbol/sign is picture of a happy family, and the interpretant is true peace and valuable time with the family as well as the convenience of the sales promotion. Sales Promotions Technique: Price-offs Summer 2011 Hot Deal (Beach Resort) Golf Package (Hoi An Hotel) Examples of New Package/ New Tours: Hoi An Discovery Package 2011 (Beach Resort) Summer 2011, Special Package (Hoi An Hotel) Media Tools: Printed Media Total estimated advertising budget from the total of Budget Allocation in media strategy: 111,600 + 17,142 + 5,700 = 134,442 USD 2. Media Strategy

 Media Objective: Popular printed media cover tourists in Ho Chi Minh City over three months to stimulate their desire from their deep understanding the firm and then to book for future discovery. Types of Media: Tuoi Tre Newspapers, Travellive Magazine, and Heritage Magazine. Reasons for choosing this media: The desire should be created by the mutual relationship with potential customers in the two previous stages and should be captured within a short time. Therefore, the firm needs to popularize the good news into them and provide convenient ways for them to come. Schedule: Flighting. This advertising, with the help of printed media, makes customers action of firm within 3 months, so it needs regular advertising and popular printed media. However, because Hoi An firm is not a very large company, it can use the same schedule as it does in the first stage of advertising. Budget Allocation Tuoi Tre Newspapers: 3100*36 = 111,600 USD Cost per full page: 3,100 USD (Colorful page) Number of advertising insertions: 36 insertions on each of Friday, Saturday, and Sundays from April to June (2012) Heritage Magazine: 5,714*3 =17,142 USD Cost per full page: 5,714 USD (Colorful and inside page) Number of advertising insertions: 3 insertions on the 15th day of each month, which is also the same as the magazines circulation period. Travellive Magazine: 1,900*3 = 5,700 USD Cost per full page: 1,900 USD (Colorful and inside page) Number of advertising insertions: 3 insertions on the 15th day of each month, which is also the same as the magazines circulation period. Total Budget: 111,600 + 17,142 + 5,700 = 134,442 USD II. INTERACTIVE MARKETING 1. Promotional Strategy - Do Objective: Enhance customers impression and virtual imagination about the companys new and discounted services through social networks. Also support extra information from newspapers and magazines to boost 10% of the target customers to register and book within 3 months. Timing: April June (2012) Target Audience: The customers who are looking for the perfect travel tour at Hoi An for the April - June. Campaign name: Book and Go Promotional Technique: Pull strategy. Message strategy For Face book: The firm popularizes the hot deals and hot news in the communities and places website links so that users will definitely visit the website to check further information For Hoi An websites and other five travelling websites: The firm provides details of new or discounted tours, its features, price, quality, schedule, travelling tips, associated services, and Hotels and Resorts by visual

illustrations, video clips, customers interviews, and data boxes. Also Hotline contact, emails, linked Hoi Ans websites, instant message are showed for customer contact. Media Tools: Social network, Hoi An website, Electronic media with special travelling interest. Total estimated advertising budget from the total of Budget Allocation in media strategy: 9,000 USD 2. Media Strategy Media Objective: Well-design and be aesthetic in the homepage of the websites. Create visualizations to make the pages more attractive. Be well-organized for easy access by alphabetical categories of services or dates of news issued. This kind of integration of web design and social media supplements more details from the advertising on the popular magazines and newspapers to persuade trial or usage from 10% of Vietnamese middle-upper class in Ho Chi Minh City over five months. Types of Media: Internet marketing. Reasons for choosing this media : Websites helps viewers experience the feeling of new packages and discounted services through written information, images, video clips, and direct conversation with staff. Schedule: Continuity. Advertising of new tours, new packages, and sales promotions needs to be continuous to help customers have more time for preparation. Budget Allocation Social Network (Face book): No cost Hoi An Websites: No cost due their readily availableness http://www.hoianbeachresort.com.vn/ http://www.hoianhotel.com.vn/ Other electronic media with special travelling interest: Average of $600/website/month * 5 websites *3 months= $9,000 USD http://www.tapchidulich.com.vn/ http://www.dulichvietnam.info/a/b/c/d/e/index.htm http://www.dulichonline.com.vn/ http://www.dulichvietnam.com.vn/ http://www.vietnamtravelco.com/dulich/ Total Budget: 9,000 USD/ 3 months III. PUSH STRATEGIES Objective To partner with Saigon Tourist, Lua Viet Travel, and Fiditour within a year to provide detailed travelling procedures and encourage those who are aware Hoi An services, who love the firm, and who intend to use its services. Time: August 2011 June 2012 Target Audience: Three partners who directly give target consumers information of Hoi An Hotel and Hoi An Beach Resort and encourage them to use. Types of technique: Promotional allowances

 Media Tools: Personal Selling and Catalogs. Partners staff will face to face consult potential customers about Hoi An firm and give them full catalogs, including Hoi An introduction, flyers, CD, service classification papers, and hand book. Budget: 7,200 USD The entire advertising package of each partner includes displaying full catalogs near the main door and equal to the eye view, introducing the hottest news, and firstpriority consulting Hoi An Travel to the target market who wants a long tour or a customized tour4. Saigon Tourist: 700USD per package per quarter * 4 quarters = 2,800 USD Lua Viet Travel: 650 USD per package per quarter * 4 quarters = 2,600 USD Fiditour: 450 USD per package per quarter * 4 quarters = 1,800 USD Catalogs: 3 USD/full catalog*100 catalogs/partner*3 partners = 900 USD Total: 8,100 USD G. TOTAL BUDGET I. METHOD The promotional and media strategies are budgeted by objective and task method in the bottom-up approach. The reason is that before it has a totally estimated budget Hoi An firm goes through orderly steps as followed: Defining the communication objective, Targeting subordinate objectives of promotional mixes and media mixes Determine specific tasks in each subordinate objective Estimating costs of each task Summarizing the total costs and submitting them to the board of management for approval II. TOTAL BUDGET FOR PROMOTION MIX AND MEDIA MIX
TOTALLY ESTIMATEDBUDGET FOR "MY PEACE!" CAMPAIGN (AUGUST,2011-JUNE,2012) TOTAL STRATEGIES TIME COST PER UNIT BUDGET PULL STRATEGIES STAGE 1: 80% AWARENESS ADVERTISING Tuoi Tre Newspapers $3,100/full page, 36 insertions $1,900/full page, 3 insertions $5,714/full page, 3 insertions Total INTERACTIVE MARKETING Social Network Hoi An websites
4

Aug-Oct, 2011

111,600

Travellive Magazine Heritage Magazine

$ $ $ $ $

5,700 17,142 134,442 -

The information of cost of partnership is internally supported by Hoi An Company.

Other 5 travelling websites Total Total cost in the first stage STAGE 2: 50% LOVE ADVERTISING Travellive Magazine Heritage Magazine Total INTERACTIVE MARKETING Social Network Hoi An websites Other 5 travelling websites Total Total cost in the second stage STAGE 3: 10% ACTION ADVERTISING Tuoi Tre Newspapers Travellive Magazine Heritage Magazine Total INTERACTIVE MARKETING Social Network Hoi An websites Other 5 travelling websites Total Total cost in the third stage Apr-Jun, 2012 Nov-Mar, 2011-2012

$600/website/month, 5 websites, 3 months

$ $ $

9,000 9,000 143,442

$1,900/full page, 10 insertions $5,714/full page, 10 insertions

$ $ $ $ $

19,000 57,140 76,140 15,000 15,000 91,140

$600/website/month, 5 websites, 5 months

$ $ $

$3,100/full page, 36 insertions $1,900/full page, 3 insertions $5,714/full page, 3 insertions

$ $ $ $ $ $

111,600 5,700 17,142 134,442 9,000 9,000 143,442

$600/website/month, 5 websites, 3 months

$ $ $

PUSH STRATEGIES Saigon Tourist Lua Viet Travel Fiditour

Aug-June, 2011-2012 $700/package/quarter, 4 quarters $650/package/quarter, 4 quarters $450/package/quarter, 4 quarters $3/full catalog, 100 catalogs/partner, 3 partners Total $ $ $ 2,800 2,600 1,800

Catalogs

$ $ $

900 8,100 386,124

TOTAL BUDGET OF THE WHOLE CAMPAIGN

H. SAMPLES Two full catalogs of Hoi An Hotel and Hoi An Beach Resort. Each of them include: Flyers of Products and Services updated in 2011 such as Cooking Class Tour, Half Day Meeting package, and Summer Holiday with Cham Islands GetaWay A Factsheet of introducing about location, address, and detailed information of Guest Room, Guest Services, and Recreational Facilities. A VCD of introducing the company profile, interesting tours, transportation, and travel tips I. APPENDIXES The following images are new packages and sales promotion of Hoi An firm in 2011

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