HỌC VIỆN NGOẠI GIAO

KHOA TRUYỀN THÔNG VÀ VĂN HÓA ĐỐI NGOẠI

--------------------------*--------------------------

TIỂU LUẬN
Môn: XÂY DỰNG CHIẾN LƯỢC PR
Đề tài
XÂY DỰNG CHIẾN LƯỢC PR CHO MC DONALD'S

Sinh viên thực hiện : Nhóm 5

Mai Nguyệt Anh
Phạm Việt Hương
Trần Chân Thiện Mỹ
Phạm Thị Mai Phương
Hà Lê Thanh Trà
Lớp : TT44C
Giáo viên hướng dẫn : TS. Đỗ Huyền Trang

Hà Nội, tháng 5 năm 2019

 TABLE OF CONTENTS
EXECUTIVE SUMMARY...................................................................................3
SITUATION ANALYSIS 4
I.INDUSTRY ANALYSIS 4
1. History and development 4
2. Market share 6
3. Characteristics 7
4. Customer insight 8
II. PEST ANALYSIS 10
III. ORGANIZATION ANALYSIS 14
1. Introduction in brief 14
2. History in brief 15
3. Organization chart: 16
4. Business strategy 18
4.1. Vision 18
4.2. ​Mission 18
4.3 Segmentation, targeting: 19
4.4 . Marketing mix strategies: 4P’S 20
IV. COMPETITORS ANALYSIS 21
V. SWOT 26
POSITIONING MAP 28
SUMMARY 28
V. GOALS & OBJECTIVES 29
VI. STRATEGIES AND TACTICS 32
1. Action Strategy 33
1.1. Special events: Halloween Event: “Get high with Halloween night of
Mcdonalds” 33

2
 1.2 Christmas event: “ Open your heart, Spread your love” 37
1.3. Audience participation: 41
1.3.1. Keeping up with the McDonald's 41
1.3.2. Eating challenge 43
2. Communication strategy 46
Evaluation 49
1. Measurement 49
1.1. Outputs 49
1.2. Outtakes 49
1.3. Outcomes 49
2. Evaluation 50
2.1. Quantitative method 50
2.2. Qualitative method 50

3
 PLANNING A PR STRATEGY
Fast Food Industry

EXECUTIVE SUMMARY
Vietnam's fast food market is now entering a rapid growth rate and the one that is
witnessing a booming, with many international famous brands. Vietnam, with a young
population, more and more Western-style fast-food chain is entering the welcome.
With the popular trend of consuming fast food, the development and establishment of
a register of experienced supplier network in Vietnam Western fast food brands is
considered a promising and profitable destination. McDonald’s have entered the
Vietnam market with the aim to bring new standard of serving and best experience that
only have in McDonald’s.
McDonald's Corporation Daily achieves approximately 70 million customers in
118 countries and 35,000 restaurants serving the world's largest chain of fast food
restaurants. After 5 years setting its foot in the Vietnamese market since 2014,
McDonald’s now has 20 restaurants located in Ho Chi Minh City along with Hanoi
city and are gaining a certain foothold in the fast food market, compare to several
rivals.
However, in the long term development, McDonald’s has encountered some
challenges related to its reputation, more specifically, the matter of brand popularity
which resulted in an issue related to brand awareness. Analysis has shown that despite
having a powerful brand image and global equity that draw the attention of the public,
after a short time of opening, McDonald’s seems to lost its popularity when comparing
to the other fast food chains coming to Viet Nam earlier based on several factors such
as price, places, and menu… In order to solve this problem, the following PR strategy
is proposed to enhance the chain’s reputation to the target customers and to affirm
McDonald's position as the leading restaurant chain that is not only a place to eat with
professional and satisfactory service but also as a unique, modern lifestyle for young
adults.

4
 The strategy will last for 7 months (from June 2019 to December 2019) with the
following 3 objectives:
● 100% of target customers have awareness of the latest promotions on
McDonald’s app and membership card program
● Generate connection and increase interest in ​downloading McDonald’s
app, registering membership card and using promotions​ of 80% of the group.
● Increase the number of membership cards and foster sale by 3.200 people
along with the number of customers using promotions and returning to McDonald’s
several times later by approximately 300 people.
The strategy include both action strategy and communication strategy with
several tactics to reach the target customers and to achieve our goals. As for the action
strategy, we have two special events and two audience participation activities. About
the communication strategy, we release a viral video on Internet platforms including
Facebook, Instagram and Youtube.
The campaign ​“ Keeping up with the McDonald’s ” ​aims at increasing
awareness of target customers about the ​McDonald’s ​app as well as the membership
program and a variety of promotions. By organizing two special events ​“ Get high
with Halloween night of Mcdonalds ” and ​“ Open your heart, Spread your love”
along with the ​“ Eating challenge ” activity, we recognize the importance of making a
connection, building affection and trust between McDonald’s and its customers. These
are great occasions to increase and spread brand reputation and image in customers’
view. Last but not least, with viral video ​“ McDonald’s x IT 2: Pennywise doesn’t
like leftover food”, ​we want to draw customers’ attention and spread a meaningful
messages related to savings and environment, at the same time to push the reputation.
This strategy has been planned based on detailed research about food industry
generally and the situation of McDonald’s Vietnam in particular, together with the
analysis of several factors, we choose to use both qualitative and quantitative methods
to evaluate and build tactics that directly addressing and help solving the issue that
McDonald’s is facing. We believe that with this specific strategy, we will help
McDonald’s to improve reputation toward target customers to achieve its goal.

5
 SITUATION ANALYSIS
I. INDUSTRY ANALYSIS
1. History and development
Since the first appearance of fast food restaurant of Kentucky Fried Chicken
(KFC) in Super Bowl Saigon Trade Center at the end of 1997, fast food has gradually
come into the culinary culture of Vietnam. Then, other foreign fast-food chains are
opened more and more, such as Jollibee - (1996), Lotteria (2004), Pizza Hut (2007),
Subway (2011), Burger King (2012), Popeyes (2013),... Fast food became quite
popular choices of eating among the Vietnamese living in big cities.
Over the last 10 years, fast food brands have sprung up across Vietnam. It is very
easy to find a fast food store with modern furniture, glass doors, and cool air
conditioning. The density of fast food outlets is increasing, not only in commercial
centres and big cities but also in other provinces. Fast food companies have
proactively conducted franchising to open more and more new stores in lucrative sites.
Currently, Lotteria and KFC have the largest number of stores in Vietnam.
Lotteria opened in Vietnam in 1998 and leads the fast food industry with 222 stores
nationwide now. It had 140 stores by late 2012, which rose to 207 in 2015, meaning
Lotteria increased the number of its locations by 150 per cent between 2013 and 2015,
and over 20 stores were launched each year. Meanwhile, KFC, the world’s most
popular chicken restaurant chain, has been present in Vietnam since 1997, when
Vietnamese customers were still unfamiliar with the concept of fast food. KFC
suffered losses for seven consecutive years. The increase in the number of stores was
very slow, reaching 17 stores after seven years. KFC then adjusted its strategy, and the
number of stores rose to 100 in 2011. During the most exciting phase for fast food,
2012-2015, the number of KFC outlets rose to 140 across 18 cities and provinces. The
number remains unchanged now.
Another brand developing well in Vietnam is the Philippines’ Jollibee, which has
taken part in the Vietnamese market since 1996 and marked the milestone of 100
stores in 2017.

6
 However, not every brand can be successful in Vietnam. Burger King has closed
five restaurants in Ho Chi Minh City, Hanoi, and Danang in recent years, citing
sub-optimal location, according to news reports, despite an ambitious $40-million
investment plan upon its entry in 2012. At the time, Burger King expected to open 60
restaurants nationwide, as consumers were excited to try the famous hamburger from
the west. However, five years later, the fast-food chain has only reached a quarter of
this target with 15 restaurants: seven in Hanoi and eight in Ho Chi Minh City.
2. Market share
The 3 main competitors of McDonald’s in Vietnam are KFC, Lotteria and
Jollibee. According to Statista's ratings, McDonald's is currently the world's most
valuable fast food brand in 2018 with more than $ 126 billion with more than 37.000
restaurants in 118 countries.
In Vietnam, however, KFC and LOTTERIA have been used nearly 90% of the
respondents while McDonald is recognized by 80% of the respondent although those
who have been there is less than half. About 1/2 KFC user willing to introduce KFC to
others, while just 1/3 at LOTTERIA, McDonald’s & Jollibee.

7
 The major satisfaction comes from the good taste, followed by the service. KFC
has the highest satisfaction rate from taste.

Location is the major reason for the detractors. McDonald’s has the far higher
ratio of 'pricing' compared with others.
3. Characteristics
There are 2 types of brand in Vietnam: domestic brands (Phở 24, Five-star
chicken,...) and international brands which include McDonald’s, Burger King, KFC,...
Despite international characteristic of fast food brands, most Vietnamese require
rice in their servings. Rice is preferred more than chicken or hamburger so
McDonald’s, KFC or Lotteria need to add rice to their menu.
If we take a look at KFC menu, a lot of Vietnamese familiar food appears like
white rice with chicken or shrimp burgers. This change increases choices and familiar
feelings for consumers.
McDonald's menu also shows a shift to suit the Vietnamese market when
offering a variety of rice with many options such as barbecue rice, roasted barbecue
rice, chicken rice. However, the price here is still something that many consumers
wonder.

8
 4. Customer insight
The Vietnamese liking for fast food is becoming stronger with people eating fast
food more regularly, at about once a week to 2-3 times a months. The teenagers are
consuming fast food the most, 17% of surveyed teenagers eat fast food 3 times or more
a week. People at the age 18-25 and 26-30 have relatively the same fast food eating
behaviour.

9
 Due to the growing household income, consumer preference is likely to shift
towards higher-value products. Vietnamese consumers of different income levels are
especially careful about the safety, and quality of products. In this sense, they are
increasingly willing to pay a higher price, especially to buy products from foreign
brands.

The popular choices are fried chicken, pizza, and hamburger.

10
II. PEST ANALYSIS

Types Factors Assessment Reasons

Political Vietnam is a one party 2/5 It ensure the sustainable

socialist republic development and help
republic with a stable Mcdonalds build suitable
political environment strategy as the brand
focuses on domestic
consumption

Many laws have been 4.5/5 The demand for high

passed to define the quality and dependable food
responsibilities of products should increase as
business firms the market continues to
develop, and a single
- Product safety,
scandal such as food safety
- Labor laws or false advertising can
permanently damage a
- Truth in adverts
brand’s reputation. With
- Environmental issues this law, McDonald will pay
more attention and prepare
- Customer’s interest for potential crisis.

Vietnam is constantly 4/5 These policies will benefit

completing the McDonald as being an
mechanism and policies internationally well-know
that are making it more brand. McDonald can easy
open for foreign opens their own outlets in
investors to do business Vietnam and reduce the
coat ofd operate in Vietnam
- Ease restrictions
because do not have many
on food service operators
law and regulation
and allow them open
their shop without a local
partner

11
 Import and export duty
incentives under the
current laws on import
and export duties
Vietnam has normalized
its relations with the
United States in 1995,
allowing American firms
particularly in the food
industry to enter the
Vietnamese market.
Economic Member of WTO since
January 2007 which to
reduce import and export
tariff
Economic center of
Vietnam- GDP per
capital is $2800
compared to Country’s
average of $1042. Fast
growing economy that
has reduced poverty rate,
improving living
standard and boosting
high purchasing power
and changes in
purchasing pattern as
consumer spending on
12
3/5 McDonald’s imports food
materials from the global
suppliers of McDonald’s
(beefs from Australia, pork
and potatoes from US) since
few local suppliers meet
product quality, which will
enjoy advantages from this
regulation.
2/5 McDonald will achieve
from the achievement that
former brands have efforts
to build fast food habit for
the Vietnamese and easily
complete a supply chain
standards system.
3/5 McDonald can save their
import material source tariff
such as tomato ketchup,
chicken meat, beef..
4/5 This income is sufficient to
will sufficient willing spend
money on Mcdonalds meals
which prices are higher than
that of fast food brands in
Vietnam.
 fashionable and quality
products

Vietnam’s minimum 3/5 McDonald’s can save up

labor cost was the second
lowest in Asia and most
of the young people were
willing to work for low
wages
money and operate with low
production cost but more
productivity

The cost for advertising 2.5/5 The money used for this
in Vietnam is quite activities is cut down and
cheaper than other save for other McDonalds
countries sectors.

Infrastructure in Vietnam 3/5 McDonald stores are

are developing, system available in center of urban
buildings, supermarkets areas, located in good
and modern commercial positions and tourist
centers are rising steadily destinations.
along with trend
urbanization

Social Vietnam has a surging 4.5/5 Young generation easily

middle class and most accept and adapt new trends
are young people. from western countries. The
increasing in social media
usage also benefit
McDonalds

Fast food is becoming 3/5 The chains of fast food

the most convenient meal where we can take a set
for busy life. away and have it on the way
to school or work are ideal
places when we have the
pressure of time.

13
 Prefer the fame 2/5 Many young people comes
to fast food restaurants to
state that they are in a
famous restaurant instead of
tasting the convenient food.
They may take a photo,
checkin and post on social
media just to show off…

New experience of 4/5 Western food style with

western cuisines different tastes may attract
more attention from people
to try.

Margin revenues have 4/5 The familiarity with these

been slowing down kinds of food and their
curiosity for this western
food style are over, and then
fast food has been proved to
be harmful to human’s
health, causing obesity and
other diseases because of
not fresh ingredients.

Technologi Free Wifi 4/5 As many other modern

cal stores, McDonald’s
provides free wireless
internet access inside of
their outlet in order that
their customers can easily
browse internet while
eating.

14
Drive-thru 5/5 the drive-thru section with a
touch-activated screen
makes it easier for
customers to order. They
only need to punch in their
orders without queuing. It
also provide features
including music aiming at
queuing vehicles and a wall
of window on the drive-thru
side to allow customers to
have a look at their meals
being prepared right from
their cars’ windows.

SOK (self-ordering 4/5 SOK has a touch screen

kiosk) with a beautiful, sharp,
friendly interface, honest
food and drink images,
making it easy for
customers to choose food or
drinks according to their
needs.The application
allows to accurately record
the special requirements of
customers, avoid mistakes
and save time.

15
 III. ORGANIZATION ANALYSIS
1. Introduction in brief
Presented in more than 118 countries with a chain of 35,000 restaurant all over
the world, McDonald’s serves more than 70 million consumers globally, not only
provides safe and hygienic food but also makes users pleased with their service.
To meet Vietnamese’s needs, McDonald’s Vietnam will provide fast but
nutritious meals with food safety standards and professional service. Besides good
food, McDonald’s is also famous for its Quality, Service, Hygiene and Value.
McDonald’s Vietnam undertakes to adopt McDonald’s global standards
including Quality, Service, Cleanliness and Values:
- High quality food
- Superior service
- Clean and welcoming environment
- Great value for money
Major product of McDonald’s Vietnam: After researching Vietnam’s market,
beside some products that are very popular in all over the world, such as French fried,
Big mac, Chicken McNuggets and Chicken Select Strips, happy Meal, double
cheeseburger.. McDonald’s Vietnam added one menu item, it is Mcpork sandwich.
2. History in brief
McDonald’s headquarters is located in Oak Brook, Illinois, United State. It is the
largest chain of hamburger fast food restaurant in the world. The company logo is
McDonald’s with a big yellow “M”. Richard and Maurice McDonald started the first
McDonald’s store as a drive-in-restaurant from 1950s in the US, and it primarily sells
hamburgers, French fries, dessert, and salads. ​Raymond Albert Kroc, distributor of
milkshake machine, saw a great opportunity in this market and advised Dick and Mac
to expand their operation and open new restaurants. McDonald’s was emerged from
Ray Kroc who was in the year of 1955 became one of the exclusive franchising for the
whole United States of the American.
In 1955, when the first McDonald’s restaurant was founded in the United States,
there was not much variety onits menu, but they offered food supply with high quality,

16
low cost and good environment. By 1983, there were more than 6,000 domestic
branches. In 1967, McDonald’s opened its first overseas branch in Canada. By 1985,
its total abroad sales accounted for about 20 percent of its domestic business. Every
day there are more than 18 million people coming to McDonald’s in more than 40
countries. Nowadays McDonald’s has more than 3,400 locations worldwide with a
revenue of 27.56 billion US dollars.
McDonald’s entered to Vietnam in 2014 with their first restaurant located in
Hoang Sa st, district 1, Ho Chi Minh city. This new franchise was headed by the
Vietnamese-American investor Henry Nguyen, who spent two summers working for
McDonald's as a teenager, and is the son-in-law of Vietnam's prime minister, Nguyen
Tan Dung.
With Vietnam's population expected to reach 100 million by the end of the
decade, capturing the country's youth is of utmost importance to brands looking to
cash in on the market.
"It's a young, dynamic country," Nguyen told the BBC. "More than half the
people here in Vietnam are under the age of 25 and I think they're looking for a new
experience. Bringing in international brands like McDonald's helps meet that market
demand and aspiration."
For many young Vietnamese, the allure of not only eating at these chains, but
working there too, differentiates them from their peers.
"I'm waiting for Starbucks to open more cafes, so I can quit my job here and go
work there," said one barista at a Coffee Bean and Tea Leaf cafe in Ho Chi Minh City,
who wished to be identified only as Celeste. "I know I already work at a cafe, but I
can't imagine anything [better] than working at Starbucks. It's Starbucks – it's huge!"
After 5 years joining Vietnam economic market, McDonald’s now has 20
restaurants located mainly in Ho Chi Minh City and Hanoi city.
3. Organization chart:
- Organization Structure

17
- Board of director of McDonald Vietnam
Managing Director: Henry Nguyen (Nguyen Bao Hoang)
CEO (Chief Executive Officer): Nguyen Huy Thinh
CHRO (Chief Human Resources Officer): Nguyen Que Anh
- Staff at a restaurant level:
+General manager
+Restaurant manager
+1st assistant manager
+2nd assistant manager
+Shift running manager

18
 +Floor manager
+Staff training crew
+Crew members

4. Business strategy
4.1. Vision
McDonald’s will set a new standard for the fast food restaurant serving in Viet
Nam and bring the best experience only have in McDonald’s
The company’s aspiration is serving Good meal with professional, welcoming
staffs and promise to be an enthusiastic member of social
Good meal: We serve the best food from selected ingredient and the source of
food will be processed follow the need and the taste of customers.
Professional and welcoming staff: We made the chance in order that our staff
have the way to expand themselves with the company. We, together, serve customers
with our best manner.
Member of community: We always care about community, especially children
and family; we bring joyfulness and profound the true happiness of people’s life.
4.2. ​Mission
Our mission is ​“to be our customers’ favorite place and way to eat and drink”​.
We will bring customer unique customer experience that can only be found in our
restaurants. We commit to improve serving quality and bring the best experience for
customers day by day through the cuisine that they love: Worldwide fame French
Fries, Big Mac Burger, Chicken McNuggets, and beyond all the things is the
experience that you will only have in McDonald’s.
McDonald’s Viet Nam commit to apply the standard of McDonald’s global,
which is: Quality, Service, Cleanliness and Values.
4.3 Segmentation, targeting:
Segmentation:
- Geographic​: McDonald chose places with convenient traffic and populated for
distribution from large to small restaurants in cities

19
 - Demographic​: children, the youth and families
+ McDonald offers different products like Happy Meal which includes a free toy
for children.
+ McDonald has made its environment and places which is suitable for youngster
to hang out with their friends.
+ For families it has made different outlets and combos which are suitable for
each family members as well as take-away and drive-thru.
- ​Psychographic​: McDonald focus on customers who are young and have
dynamic style like explore, have fun. McDonald has built restaurants chic trend, nice
to attract customers to relax and eating and free play area for children.
- Customer behavior​: A research in 2016 show that more than 70% of
respondents show great preferences for fast food. 47% of them are regular diners and
the ratio for youth is higher, the youth love fast food. Reasons are tastiness,
convenience and affordability. Young consumers going to fast food restaurant to hang
out with friends while consumers in their 30s come with family to enjoy a leisure time.
+McDonald sell mainly concentrated in the morning, lunch time is the time that
students are in school or workers who have little time to eat. McDonald is the best
place for children to set up a birthday party.
- Targeting:
McDonald focus most on people aged 18 to 35 (young adults)
+ Have quick pace of work and life => utilize fast food to save time and effort
instead of cooking
+ Go to fast food restaurant as a mean to gather or hang out with family and
friends
+ Have potential to spend earnings on our service
4.4 . Marketing mix strategies: 4P’S
Product
- Continue with standardized products by using only fresh and qualified
ingredients (which is imported from foreign countries: i.e beef from Australia, pork
and potato from the USA,...) and keeping basic menu which is used worldwide

20
 - However, there are adaptation and changes such as using rice and more veggies
or offer smaller size to suit with physical condition and intake capability of the
Vietnamese.
Price
- Relatively high price to target middle to high income consumers
- Offer price bundling such as combo meal, happy meal, or family meal
Place
- Located in city centers, where there is high-end brand exposure and great traffic
flows
Promotion
- Communication tools are:
+ Official websites: ​http://mcdonalds.vn/
+ Facebook pages
+ App
- Advertised as fast-food restaurant which provides balanced meals that worth the
high price

21
 IV. COMPETITORS ANALYSIS

MCDONALD’S KFC JOLLIBEE LOTTERIA

Brand Reputation - McDonald's is the - One of - Home of the - One of

awareness world's largest the largest world-famous fast-food
restaurant chain​ by fast-food Chickenjoy and restaurant
revenue chicken the largest Asian chains
operator food service belonging to
- Market
and company Lotte Group –
themselves in
franchisor top five
Vietnam as a - Jollibee’s Goals
around the greatest group
lifestyle choice for is “Food served to
world. of Korea
the middle class the public must
rather than as an meet the
inexpensive option company’s
for the poor excellence
standards or it
- Focuses on high
will not be served
income customers
at all; Service
who have cars and
must be fast and
willing to pay
courteous; and
reasonable high
Cleanliness from
price for
kitchen to
McDonald’s
utensils, must
fast-food
always be
experience.
maintained”

Values - Family, joy, love - - Focus on the - The

and youth are the Representat importance of influence of
backbones of ive for family values Korean
McDonald brand Western culture and
values. culture dominating
lifestyle with
Lotteria
appearing in
most Kdrama

22
Quality - Being a luxury/ - High - High quality but -
high price and high quality, reasonable price Environment
quality food chain reasonable and friendly friendly
for medium and price and service. Great service and
high classes professiona tasting products top quality
l service product

Social - Shared value - Making - For 7

status relationships with considerabl consecutive
several e years,
community-based contributio Lotteria
organizations, ns to ranked No.1
offering people Vietnam’s for “Brand
world-class fast-food power”, a
learning and industry certification
education and the granted by
opportunities, formation Korea
supporting and of a new Management
building employee consumptio Association
business networks. n habit and
- No.1 for
culinary
- Committed to Brand’s
culture
using scale for Competitive
good: good for - Advantages
people, for our Appreciate with the title
industry, and for d as a good “Brand
the planet. From corporate Stock”
simplifying citizen
ingredients to through a
being nutritionally great
mindful; from number of
reducing waste significant
impact to social
advancing the activities.
industry on
- Providing
sustainable and
work for

23
 humane sourcing; more than
from being a good 3,000
employer for people
millions to giving
help to those most
in need.

Popularity Image - The famous - Colonel - The bee "hops - A loving

golden arches Sanders around and design,
become the with a produces sweet somewhat
universal symbol smile on things for life, gentle,
of the company, his face and is happy even somewhat
resembling an "M" represent though it is busy" stylish and
for "McDonald's" the impactful
fun-loving
=> Easy to
essence of
remember, to
the brand
draw,..
and
company
culture.

Mascot - McDonalds - Mascot: bright

mascot: clown red and yellow
Ronald McDonald “Jolly Bee”
- an icon

24
Uniform - Easy to recognize
due to the unique
colours contrast to
red uniform of
other brands.

Slogan - McDonalds - Slogan:

slogan: “I’m lovin’ “So good”
it” which is the highlights
pinnacle of the use all the
of “love” in the benefits of
brand image. the KFC
food and
brand
personality

Strength - Global - Quickest serving - Lotteria’

presence time among other menu contain
food industry similar flavor
- Extensive
to the taste of
distribution - Customization
Vietnamese
system of meal serving fit
customers
to customers’
- Strict
appetite - Reasonable
manufactur
cost, cheaper
ing process - Adaption on
than other
of products and
competitors
internationa services to culture
l standards and tradition - Lotteria
keep its high
-
food hygiene
Promotion
and safety
campaigns

25
 and free - Extensive
delivery distribution
system
- Has more
advantages - Young
as one of people in
the first fast Vietnam are
food brand favorable of
appearing Korean
in VN. lifestyle

Weaknesse - Serve - Limited menu - Ineffective

s unhealthy offered and slow
food service
- High employee
- Unstable turnover - Few
human promotion for
resources products

- Focusing on
too many
products

26
V. SWOT

STRENGTH WEAKNESSES

- Strong brand equity and a - ​Current menus are not properly

reputation of the number 1 fast food customized
franchise in sales - ​McDonald entered Vietnam’s market later
- ​The powerful brand image and one of than other fast food brands such as KFC,
the world’s most recognizable logos Lotteria,.. It will require the brand to work
(the Golden Arches) => help harder to gain the Vietnamese market share
McDonald's fast food chain to be easily as well as increase customer loyalty.
recognized by clients - ​High employee turnover rate due to low
- ​McDonald invest in advertising the salary and high working pressure => This
products​. greatly affects the reputation of McDonald
- ​McDonald's open its stores 24 hours a and cost a lot of money to train new
day​, which can meet the needs of employees.
customers anytime - McDonald’s has been an example of a
- ​Standardized management and successful company that was one of the first
production system => foster customer of its kind and has set a precedent for its
awareness of the brand industry. Consequence, many other
companies have now found success based
- ​Option to deliver food to houses, on the same model which lead to the ​low
offices and other establishments differentiation of products
- ​Most raw materials are imported from - ​Negative publicity​. McDonald’s has
the always maintained the perception that its
global supplying chains of McDonald food is unhealthy, loaded with fat, carbs,
’s ​(beefs from Australia, pork and salt, and sugar. The chain has been widely
potatoes from US,..) => Ingredients are criticized for promoting unhealthy eating
higher quality and ensure quality of habits, leading many of its customers to put
food hygiene than others using on pounds
domestic materials - People lack of knowledge about the true
quality of the products along with
relatively high market prices. ​McDonald
import raw material from its global supply
chain => high expense for transportation,
reservation and tax of these commodities

27
 but all are quarantined according to
international standards.

OPPORTUNITIES THREATS

- ​The increasing income of Vietnamese - McDonald’s faces significant competition

households make the changes in from national, international, regional, and
lifestyle leads to the change in people local retailers of food products. It competes
eating habit​. In the past, if just workers, on the basis of price, convenience, service,
drivers or someone who had to work menu variety, and product quality.
busily and didn’t have enough time for
- ​Difficulties in find out local put restaurant
a home meal choose fast food;
because conveniently places are occupied
nowadays, almost people eat fast food
by other brands
due to the fondness.
- ​Fast-food is still considered as unhealthy
-​Fast-food eating habits of Vietnamese
and unbalanced food in customers’
dinners have already been established
perception. With government and NGO’s
and maintained Due to the late arrive in
health awareness campaigns people are
Vietnam fast food industry, McDonald
becoming more aware of what to consume,
benefit from the achievement that KFC,
what to not which is affecting the business
Lotteria,.. has efforts to build fast food
of fast food Industry as a whole.
habits for the Vietnamese.
- The level of customers loyalty often
- Customer’s tastes now become more
changes.
diverse​. As a result, they require new
format of service in order to satisfy
them. McDonalds, with new format of
business such as McCafe, it can attract
new segment of customer; for instance
civil service, who prefer coffee as well
as want to use WiFi to work when
drink coffee.

- ​The dominance of young generation

opens more chance for these fast food
brands to extend their market share in
the future.

- ​Young generation and social media

28
usage is increasing rapidly​, which
gives McDonalds the opportunity to
access and provide information to users
easier at cheaper cost.

⇨ McDonald’s issues: Reputation

POSITIONING MAP

SUMMARY
After carrying out a research about food industry generally and the situation of
McDonald’s Vietnam in particular, together with the analysis of micro environment
factors - PEST and main competitors, we systematized some outstanding strengths,
opportunities as well as weaknesses and threats that McDonald’s is facing. Therefor,
w​e realized an issue related to reputation, more specifically, the matter of brand
popularity which resulted in an issue related to brand awareness.

29
 Explanation and further research:
Since the very first days arriving in Viet Nam, McDonald’s has determined the
mission “to ​bring customer unique customer experience that can only be found in our
restaurants” and the vision: “ to set a new standard for the fast food restaurant serving
in Viet Nam and bring the best experience only have in McDonald’s”. It also ​received
much attention from the public. However, after a short time of opening, McDonald’s
seems to lost its popularity when comparing to the other fast food chains coming to
Viet Nam earlier based on several factors such as price, places, and menu… Then we
conducted a small survey to find out the reasons.
Some people say that the price is too high and the menu makes little difference to
other brands. Another group claims that the number of restaurant is modest while other
fast food chains have a large scale over the country.
V. GOALS & OBJECTIVES
Goal
To enhance the chain’s reputation to the customers.
Position
McDonald's want to be known as the leading restaurant chain that is not only a
place to eat with professional and satisfactory service but also as a unique, modern
lifestyle for young adults.
Objectives
1. Objectives for potential customers:
● Customers from 18 - 34 living in Ha Noi: 10.000
- Age 18 - 24: 7.000 students from 3 universities in Thanh Xuan district
including HANU, HUS, USSH
- Age 25 - 34: 3.000 workers in Charmvit tower and Viglacera tower
● To have effect on:
- Awareness: 100% customers (10.000 people) know about McDonald’s
promotions on McDonald’s app and membership card program within 6 months.
- Attitude: have an effect on 80% customers (8.000 people) within 6 months.

30
 + Generate interest in downloading the app to stay up to date on promotions and
use several codes provided online.
+ Create interest in registering membership card.
- Action: have an effect on 40% of 80% customers (3.200 people)
+ To foster sales, customers order McDonald’s and return several times later.
+ Register membership card.
2. Objectives for loyal customers:
● Customers in McDonald’s Trung Hoa branch store: 500 people
● To have effect on:
- Awareness: 100% percent customers (500 people) know about McDonald’s
latest promotions.
- Attitude: 80% customers (400 people) interested in receiving information about
promotions and vouchers, codes through McDonald’s app, email, facebook fan page .
- Action:
+ 80% of 400 customers (320 people) use promotions to order McDonald’s.
+ 70% of 400 customers (280 people) return to McDonald’s several times later.
3.​ Objectives for media:
● Facebook, Youtube, Instagram users: 550.000 people
● To have effect on:
- Awareness: 100% percent of facebook users who like McDonald’s fanpage
(550.000 people) know about McDonald’s latest promotions.
- Attitude: have an effect on 80% customers (440.000 people) within 6 months.
- Action: have an effect on 40% of 80% customers ( 176.000 people)

31
 Key stakeholders matrix

Reasons for choosing key players:

● Potential customers​: They range from the age of 18 - 34 living in Ha Noi
They are not yet frequently customers to McDonald’s and they McDonald’s isn’t
the top of mind fast food chain and they are willing to choose McDonald’s competitors
instead (eg: KFC, Lotteria,..) due to their eating experience as well as several
promotion campaign that were and being held.
+ They don’t have McDonald’s membership.
+ They are willing to spend money on a professional and satisfactory service
along with high quality meals
+ They have a great interest on social media network (eg: Facebook, Instagram,
Youtube,..) and receiving latest news about promotions.
+ They are open to change.
● Loyal customers​: They range from the age of 18 - 34 living in Ha Noi.
+ They have committed to McDonald’s for quite sometimes.

32
 + They have membership and always keep update with latest news about
McDonald’s new menu or several promotions as well as special events.
+ They are young and dynamic so that they easily get use to the Western culture
and keen on fast food.
+ Many of them are students who see McDonald’s as a place to hang out with
friends. Workers think McDonald’s as a quick solution for lunch with limited time and
family to gather. There is high frequency of them visiting the restaurant due to the
convenience, tasty, promotions,..
● Media:
+ Provide information about Promotions campaigns, activities, events,.. of
McDonald’s to the public.
+ Create a connection between the McDonald’s brand and the public based on
several factors.
+ Public opinion orientation.
+ Help build trust and reputation for the brand.
+ Get quick and objective feedback from the public.

33
 VI. STRATEGIES AND TACTICS
Strategy map

1. Action Strategy
1.1. Special events: Halloween Event: “Get high with Halloween night of
Mcdonalds”
Goal
- To create an exciting space for everyone on special occasion
- To advertise for the new restaurant in Hanoi and encourage people to try
different kind of Mcdonalds
Objectives
- To create an exciting environment for the audience on special occasion.; attract
more people coming to the new restaurant; encourage customers to try different
dishes...
- Awareness: 10.000 customers knows the event and press “going/interested” on
the events on fb page
- Attitude: 8000 customers share the events on fb page

34
 - Action: 4000 people who buy Mcdonalds products get tickets and join the
offline events ( main event and “checkin and get pumpken gift” event)
Time and Place
- Main event:
Time: October 31th, 2019
Place: McDonald’s restaurant, No.2 Hoang Dao Thuy street, Thanh Xuan
district, Hanoi
- Check-in and get the discount:
Time: 28/10 - 31/10
Place: All the restaurant in Vietnam
Content
a. Check-in and get “pumpkin” gift
- Check- in Mcdonalds restaurant with hashtag #Mcdonaldsvietnam #Halloween
on facebook
- Reward:
+ Every bill will get the discount of 10%
+ Bill over 89.000 VND: a ticket to Halloween night/ voucher/gift
+ Bill over 189.000 VND: a ticket to Halloween night/voucher and voucher/gift
+ Check-in on Oct 31th : voucher “ discount of 15%” or gift
Note:​ limited reward
(Voucher “ discount of 30%”, voucher “ buy one get one free”, voucher “free
drink for 2 bills”, Mcdonalds bag, combo Mcdonalds bottle and straw, cinema
ticket…)
b. Experience
- Three game areas: Hell escaping/Haunted Forest/ Joker’s maze
+ Rule:
Team including 8-10 people will play in thirty minutes.
Each team will have to overcome a lot of challenges in 3 areas to unlock 3 doors
to get out of the room
The team unlocking all the doors in thirty minutes will be the winner.

35
 + Reward:
The winning team will get 5 tickets to Halloween night and 5 voucher “ discount
of 30%”
The other team get 5 voucher “discount of 30%”
c. Food area
- Check-in booth
- Products from Mcdonald’s
- Halloween dishes: pumpkin biscuit and soup; popcorn shaped like “hands”,
hamburger with terrified decoration
d. Halloween night
- Magic performance
- Performance of two singers
- Dance cover
- Get high with DJ
Timeline

Time Category Detail Note

Before 10/09-13/09 Content - Make a detailed plan about

the event all the activities, budget...

( 10/09 - 1/10-15/10 Logistics - Contact magicians, singers,

30/10) dancers, DJ

16/10 - 21/10 Human - Collaborator recruitment (20

resources people)
- Training ( 28/10)

22/10 -30/10 Logistics - Print media publication

- Buy decorated things
- Staff allocation (29/10)
- Manage the room
environment
- Set up every area ( 30/10)
- Rehearsal of performance

36
 (30/10)

15/09-18/09 Media - Make a communication plan

19/09 - 4/10 - Design media publication

- Contact media sponsors (
foody.vn, kenh14.vn, zing.vn, Dan
tri,...)

5/10-30/10 - Conduct media plan before

the event

In the 15:00 - 22:00 Food area - Prepare and refill snacks and
event drinks

(31/10) 15:00 - 19:00 Experienc - Manage the room

e area environment
- Organize the games and
deliver reward

20:00 - 22:00 Halloween - Speech from Mcdonalds

night representative
- Magic performance
- Dance cover
- Singers
- DJ

31/10 Media - Update information about the

event on facebook pages

31/10 Logistics - Clean up

After
1/11- 03/11 Media - Update information about the
event
event on facebook pages
- Send thank-you emails to
guests and customers

03/11 - Hold the meeting to review

and evaluate the event

37
Estimated Budget

STT Content Detail Budget

1 Logistics expense Set-up stage ( speakers, LED 30.000.000 VND

screen, lights,​handie-talkie…)

Prepare printed material 8.000.000 VND

Halloween food and gift 30.000.000 VND

Decoration of Experience area 10.000.000 VND

and check-in area

2 Human resources Collaborator (200.000vnd/one) 4.000.000 VND

3 Media expense Design 15.000.000 VND

Online ( facebook/youtube ads,...) 20.000.000 VND

4 KOLs eatenbyLong, Ninh Tito, Xoai 30.000.000 VND

Family,…

5 Performance Singers 70.000.000 VND

expense
Magicians 20.000.000 VND

Dancers 30.000.000 VND

DJ 5.000.000 VND

6 Expense overrun (10%) 27.200.000 VND

Total 299.200.000 VND

38
 Rating
+ Outputs
Post on online platform (Facebook, Instagram) about the event: 10 posts
Media exposes: at least 10 articles
TV news: at least 3
+ Outtakes:
80% people know and have interest in the event (according to the number of
going, interested on facebook event)
60% people knows and have interest in the event (through online articles and
facebook ads)
+ Outcomes
Customers to McDonald’s Trung Hoa increase 10% compared to the first half of
the year.
1.2 Christmas event: “ Open your heart, Spread your love”
Goal:
- Attract more people joining Mcdonald’s event on special occasion and more
customers coming to Mcdonald’s restaurant on Hoang Dao Thuy street
Objectives:
- To create the event where the customers can express love to the others and
attract people joining Mcdonald’s event on special occasion
- Awareness: 10.000 people knows the event and press “going/interested” online
event on facebook
- Attitude: 8000 people likes & share (total) of photo contests
- Action: 4000 people write the letters and check-in at Mcdonald’s photo booth
Time & Place:
Dear my love: 16/12/2019 – 24/12/2019, all restaurants in Vietnam
Photo contest: 16/12 - 24/12/2019, Mcdonald’s restaurant on Hoang Dao Thuy
street
Content
a. Dear my love

39
 - Everyone who buy any product of Mcdonalds is encouraged to write a letter or
a piece of notes to the one who he or she loves ( parents, wife, husband, sweetheart,
friends,…) and get a small gift from Mcdonald’s.
- Gift: voucher “discount of 20%”, voucher “ buy one burger get one free”,
voucher” free drink for two bills”, Mcdonald’s socks, Mcdonald’s bag,…
- McDonald’s Santa Claus will send these letters to the receivers.
b. Photo contest
- Decorate with the concept: snow globe and house with lights and glitter
backdrop,...
- Mcdonald staff will help the customers to take a photo and upload on facebook
of Mcdonalds with hashtag #Mcdonaldsvietnam #spreadyourlove
- Reward (based on the likes + shares):
+ The first prize(1) : voucher “discount of 70%” for one month, gift, two cinema
tickets.
+ The second prize (2): voucher “discount of 50%” for one month, gift.
+ The third prize(2): voucher “ discount of 30%” for one month, gift.
+ Other prize(15): voucher “discount of 20%”for one month, gift
Timeline

Time Category Detail Note

Before 24/11- 26/11 Content - Make a detailed plan and

the assign the tasks
event
26/11 - 29/11 Media - Make a detailed
(24/11
communication plan
-
15/12) 30/11 - 6/12 - Design media
publication
- Contact media sponsors
( Kenh14, Zing.vn, Dantri…)

40
 9/12 - 15/12 - Conduct communication
plan before the event

9/12 - 15/12 Logistics - Prepare all the things

- Decoration (15/12)

In the 16/12 - 24/12 Media - Take photos and upload

event on facebook page for the ones
(16/12 joining photo contest
-24/12 - Update information
) about the two activities of the
event on page

16/12 - 24/12 Logistics - Support “Dear my love”

at Mcdonald’s restaurant and
send the letters
- Manage and support the
photo booth

25/12 Logistics - Clean-up

After
25/12 - 27/12 Media - Announce the result of
the
photo contest on fb page
event
(25/12)
- Update information
about the event
- Send the thank-you
emails to the sponsors, guests
and customers

29/12 - Hold the meeting to

review and evaluate the event

41
Estimated budget

STT Content Detail Budget

1 Logistics Decoration 5.000.000

Letter transportation 20.000.000

Mcdonald’s envelopes 5.000.000

Santa Claus clothes 2.000.000

Prints 5.000.000

Gifts 10.000.000

2 Media Design 15.000.000

FB ads 10.000.000

3 KOLs Camcam family, Xoai family, Khanh Vy,... 30.000.000

4 Expense Overrun 10.200.000

Total 112.200.000

Ratings:
+ Outputs
Post on online platform (Facebook, Instagram) about the event: 10 posts
Media exposes: at least 10 articles
+ Outtakes:
80% people know and have interest in the event (according to the number of
going, interested on facebook event, online articles)
20.000 (like +share) on facebook
+ Outcomes
60% people join two small events
Customers to McDonald’s Trung Hoa increase 8% compared to the last month

42
 1.3. Audience participation:
1.3.1. Keeping up with the McDonald's
Message:​ The more, the merrier.
Objective​: People tends to be persuaded by their friends, therefore, the best way
to have potential customer to McDonald’s is to make people talking about it to their
close friends, coworkers,... This tactic will help increase the number of people
downloading the McDonald’s app (since attracting customers through app
development is the trend)
+ Awareness: 50.000 customers who already downloaded McDonald’s app
knows about the campaign via app and emails and 200.000 people knows about the
campaign via online platform
+ Attitude: 100.000 people interested and share to others
+ Action: 20.000 new people download app and 25.000 people use discount code
Target: ​potential customers and loyal customers
Time: ​1/6/2019 - 31/12/2019
Content
+ When downloading the McDonald's app, each person will get 1 personal code.
When he/she have their friend using that code to download McDonald's app, not only
their friend but the person will have 1 discount code (no expiry date; can be used for
eat-in, takeaway, and delivery)
+ More people you invited, more discount you recieved.
Timeline
1/6/2019
● Make an announcement on McDonald's online platform (Facebook page
(McDonald's Vietnam) or Instagram account (@mcdonaldsvn), and website
(​https://mcdonalds.vn/​)
● Send notification via app and emails
1/6 - 1/7: Online ads
June - Dec: app development (generate codes, make sure there is no bug)

43
 Estimated budget

Category Detail Budget

1. Online ads Facebook/instagram ads 150.000.000 VND

Pop up ads in website

2. App development Add extra feature (refferal app $50.000

code system) to existing app,
(1.150.000.000 VND)
fix bugs

3. Discount code app $50.000

development
(1.150.000.000 VND)

4 Expense overrun 10% 245.000.000 VND

Total 2.695.000.000 VND

Rating
- Outputs:
+ 3 post/article in each platform (3 in total): 9 posts
+ Send 50.000 emails and notifications (with personal codes) to app users
- Outtakes:
+ 20% of personal codes is shared and used for downloading app
+ 60% of discount codes is used for purchasing
- Outcomes
+ The number of new customers increase 5% compared to the first half of 2019.
1.3.2. Eating challenge
- Message​: There is nothing called “too much McDonald's”.
- Objective:​ To attract audiences and media talking about McDonald’s
+ Awareness: 200.000 people know about the challenge in Hanoi
+ Attitude: 150.000 people have interest in the events and talk about it online
even if they can not participate in.

44
 + Action:
50 people take the challenge in McDonald’s Trung Hoa
100.000 people mention/ react to the challenge
- Target ​people who are competitive eating in Hanoi and young people who
frequently eats fast-food in Hanoi
- Time: ​17/6 - 31/7
- Place:​ McDonald's Trung Hoa
- Content
Customers coming to McDonald will have the chance to eat signature Big Mac or
Chicken Nugget for free if they can succeed the challenge: eating the giant Big Mac/
Chicken Nugget in 20 minutes. Otherwise they only have to pay 300.000 VND.
Detailed Timeline

Time Task

Preparation 17/6-19/6 Attempt to make giant burgers and chicken nugget

20/6 Announce the event on online platform (facebook,

instagram and website)

Create event on facebook page

Contact newspaper (kenh14, zingvn, yantv,...) and

KOLs (Yang Soobin (thánh ăn Hàn Quốc) and Bà Tân
Vlog

20/6 - Promote the event, attract audience attention

27/6
Decorate McDonald's Trung Hoa (tables, backdrop, wall
of fame/shame...)

28/6 Prepare for the opening

During 29/6 The opening of the eating challenge với sự có mặt của
Yang Soobin và Bà Tân Vlog

45
 30/6 - Eating challenge at McDonald's Trung Hoa
21/7
Update on online platform

After 21/7 - Post-event update

31/7

Timeline for the opening (9h - 13h)

Time Activity Note

9h - 9h15 Opening performance

9h15 - 9h30 Introducing the event and the eating

challenge

9h30 - 9h35 Introduce the 1st guest - Bà Tân Vlog

(known for making giant food)

9h35 - 9h40 Performance Meanwhile, prepare the

cooking station

9h40 - 11h40 Bà Tân Vlog making giant burger and Interacting games with the
chicken nugget with the participation audiences
of volunteers

11h40 - 11h45 Introduce the 2nd guest - thánh ăn Mention MV with Đức
Yang Soobin Phúc

11h45 - 11h50 Performance: Đức Phúc: Yêu Được Meanwhile, prepare the
Không eating table

11h50 - 12h Introduce the first 5 competitors

12h - 12h20 Eating challenge

12h20 - 12h30 Announce the results

1230 - 13h Ending performance

Taking photos with guests

46
Estimated budget

Category Detail Budget

1 Logistics Food and drink Giant burgers: 200.000 x 60 18.000.000 VND

sets
Giant chicken nuggets:
100.000 x 60 set
Drinks

Prize 1.000.000 VND/each x 50 50.000.000 VND

Decor 5.000.000 VND

2. Media Ads 100.000.000 VND

3. Human Filming/ 70.000.000 VND

resource editing ekip
s

4. KOLs Guest Yang Soobin, Bà Tân Vlog 100.000.000 VND

5. Expense Expense 10% 25.000.000

overrun overrun

Total 368.000.000 VND

Rating
- Outputs
+ 3 announcement posts on online platform (1 each) + 2 update post/ week x 3
weeks x 3 platform + 3 ending posts = 21 posts
+ Media exposes: at least 10 articles
+ TV news: 3

47
 - Outtakes:
+ 80% people know and have interest in the event (according to the number of
going, interested on facebook event)
+ 60% people knows and have interest in the event (through online articles and
TV news)
- Outcomes
+ 60% people tag their friends on facebook/ instagram posts and share to their
timeline
+ 15% takes the challenge
+ Customers to McDonald Trung Hoa increase 8% compared to previous month
2. Communication strategy
Viral video
McDonald’s x IT 2: Pennywise doesn’t like leftover food
(6/9 - 30/9)
- Message: Since food is precious resource, people should eat up instead of
wasting food. A horror short clip ​McDonald’s x IT 2: Pennywise doesn’t like leftover
​ ants to raise people’s awareness to no longer waste food.
food w
- Objectives:
+ Awareness: 100% percent of facebook users who like McDonald’s fanpage
(550k people) know about McDonald’s latest promotions.
+ Attitude: have an effect on 80% customers (440k people) within 6 months.
+ Action: have an effect on 40% of 80% customers
- Time​: 5 minutes
- Content
+ A clip starts in a context food isn’t appreciated and has been thrown
indiscriminately everywhere, which affects Pennywise’s living environment.
+ Pennywise becomes angry and finds people throwing food to threaten them and
give them back those trashes
+ Pennywise leaves a message warning people not to do this again

48
 - Media: McDonald’s Youtube (McDonald's Vietnam), Facebook page
(McDonald's Vietnam) or Instagram account (@mcdonaldsvn)
+ Facebook: run Facebook ads to reach as many people as possible, have KOLs
to share clip to make it more viral
+ Instagram: sponsor to make it appear in users’ story
+ Youtube: upload clip on McDonald’s official account

Detailed timeline
McDonald’s x IT 2: Pennywise doesn’t like leftover food
(6/9 - 30/9)

49
Budget
Category Detail Money

1 Logistics Equipment 20.000.000 VND

Editing 10.000.000 VND

Costume 5.000.000 VND

2 Human resources Director + filming group 50.000.000 VND

3 Performance expense Casting 10.000.000 VND

4 Media Facebook. Youtube, Instagram 80.000.000 VND

5 KOLs Khánh Vy, eatenbylong, Chi 10.000.000 VND

Pu, Châu Bùi

6 Expense overrun 10% 18.500.000 VND

Total 203.500.000 VND

Rating
- Outputs:
+ Posts on online platform: 10 posts (4 Facebook posts, 3 Instagram posts, 3
Youtube posts)
+ Media exposes: at least 15 articles
+ TV news: 3
- Outtakes:
+ The number of customers remembering the video message: at least 80%
+ The number of leftover food in McDonald’s restaurants: decrease at least 60%
- Outcomes:
+ New customers: 30.000 people
+ New frequent customers: 40.000 people
+ Revenue: increased 10% compared to prepublish-video month

50
 VII.ABSTRACT
Overall timeline

Month June July Aug September October Novem Dece

ust ber mber

Day 1/6 17/6 1/7 1/8 1/9 6/9 1/10 28/10 1/11 1/12
- -
- - - - - - - -
16/6 30/6 30/7 31/10
31/8 5/9 30/9 27/10 30/11 31/12

Special Halloween x
eve Event: “Get
high with
Halloween
night of
Mcdonald’s”

x
Christmas
event: “
Open your
heart,
Spread your
love”

Audien Keeping up x x x x x x x x x x
ce with the
partici McDonald’s
pation
Eating x x
challenge

Comm Viral video x

unicati
McDonald’s
on
x IT 2:
Pennywise

51
 doesn’t like
leftover food

Overall budget

STRATEGY Action Communicati

on
Special event Audience participation

Halloween McDonald’s Eating Viral video

Christmas
Tactics Event: “Get Network challenge
event: “ Open McDonald’s x
high with
your heart, IT 2:
Halloween
Spread your Pennywise
night of
love” doesn’t like
Mcdonalds”
leftover food

Categories

Logistics 78.000.000 47.000.000 - 73.000.000 35.000.000

VND VND VND VND

Media 35.000.000 25.000.000 150.000.000 100.000.000 80.000.000

VND VND VND VND VND

Human 4.000.000 - - 70.000.000 50.000.000

resources VND VND VND

Performance 125.000.000 - - - 10.000.000

VND VND
expenses

52
KOLs 30.000.000 30.000.000 - 100.000.000 10.000.000
VND VND VND VND

Upgrade - - 1.300.000.000 - -
VND

Expenses 27.200.000 10.200.000 245.000.000 25.000.000 18.500.000

overrun VND VND VND VND VND

TOTAL 299.200.000 112.200.000 2.695.000.000 368.000.000 203.500.000

VND VND VND VND VND

3.677.900.000 VND

53
 Evaluation
1. Measurement
1.1. Outputs
● The number of appearances / introduced in the TV show: at least 10 times
● The number of TV channels posting about the campaign: at least 3
channels
● The number of media exposes: at least 45 articles
● The number of post / articles in each online platform (Facebook,
Instagram, Youtube): at least 60 items
● The number of emails and notifications sent to McDonald’s app users:
50 000
1.2. Outtakes
● The amount of access from postings on campaigns on online platforms: at
least 550.000 millions people
● The proportion of people who know about the events, campaign, believe
in and remember the message and the purpose of its : 80%
● Percentage of people accessing via post on campaigns and events on
online platforms Facebook, Instagram, Youtube (via number amount of views, shares,
comments, react, like): 70%
● The number of personal codes is shared and used for downloading
McDonald’s app: 20%
● The number of discount codes is used for purchasing: 60%
● The percentage of leftover food in McDonald’s restaurants after the viral
video is released: decrease at least 60%
1.3. Outcomes
● Number of participants in campaigns and events: 300.000 people
● Percentage of people with positive feelings about the campaigns and
events: at least 70%
● Rate of sales increase after the campaign: increase at least 10% compared
to before the campaigns and events take place

54
 ● Percentage of new customers increase at least 30% compared to before the
campaigns and events take place
2. Evaluation
2.1. Quantitative method
Viral video
● The number of views, like, react, share, comment and tag friends
● Frequency of videos appearing on fanpage, Youtube
Special events​: Halloween event, Christmas event and Eating challenge
● The number of participants in the event
● The number of people who know the event through promotional activities
● The number of searches for information about events, number of readers
● The number of posts on social media (Facebook, Instagram) about the
event
Audience participation​: McDonald’s network
● The number of emails sent to McDonald’s app users
● The number of personal codes is shared and used for downloading
McDonald’s app
● The number of discount codes is used for purchasing
2.2. Qualitative method
Viral video
● Comment positive or negative, like or dislike
● Newspapers, media rated good or bad
● The level of memorizing the message of the video
Special events​: Halloween event, Christmas event and Eating challenge
● Evaluation of event attendees
● The level of participation of attendees in the next McDonald’s events
● Review of newspapers and media, positive or negative
Audience participation​: McDonald’s network
● Customers respond positively or negatively
● Feedback from customers

55
 ● The level of customers continue to use McDonald’s app after using up the
promo codes

56
57