kozi saigon - communication plan

8/8/2019 Kozi Saigon - Communication Plan

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COMM2381 KOZI

STRATEGIC PR PLAN Lecturer: Doan Mai Anh

Student: Tran Le Nam Tra

s3221648



Table of Content

Executive summary ... 2

1.

Background .32. Situation analysis

a. Key findings 4

b. Problem/ Opportunity Statement .5

c. Critical Success Factors ... 5

3. Objectives . 5

4. Target publics 6

5. Key messages . 6

6. Strategy statement . 6

7. Tactics

Hosting Event 7

Online Media

.8,9Others

9, 10

8. Critical path plan/ Timeline .11

9. Budget 12

10. Evaluation 12

Appendices . 13



SWOT Analysis

PEST Analysis .

Reference

Executive summary

Positioned itselfas a not-for-profit restaurant andvocational training program, KOZI brings

disadvantaged youth in Vietnam.KOZIs first restaurant was established in Hanoi from 1999 a

presence in the capital city.KOZIis now expanding to Ho Chi Minh City. In January 2010, KOZ

center in District 7, following by a restaurant in September. Situational research shows that t

the people who strongly need the support from the society. What they want as a start is som

job and earn for their livings. However, the constraint support from government is not equiva

children therefore not enough to provide them with a better living and working condition

increase in the number of private sectors engagement in doing social responsibilities by h

children. This fact has showed that the community does pay a special attention on helpin

disadvantaged youth to give them a brighter future.In order to build awareness and attention

communication plan aims at the business community in Ho Chi Minh City with the intention

toward KOZIs profile and its social enterprise model. Also, highlighting the meaningful philoso



will affect the willingness of the target publics to be more socially responsible through involv

activities like KOZI.Differentcontrolled and uncontrolled tactics will be adopted to call for th

engagement of the target publics in the activities of KOZISaigon.However, with the bigge

thisplanincludes a strategy that mainly focuses on social media, networking rather than ad

critical plan path and budget are attached for convenienttrack on the process and stages of the

methods will be provided in order to measure the outcomes ofthe communication objectivesa

the campaign.

1. Background

KOZIstands for Know One, Teach One, which reflects the belief of Jimmy Pham the fo

restaurant and vocational training program. With the first appearance in Hanoi from 199

successful model by growing and turning manystreet and disadvantaged children into interna

employees, create a brighter future for these special children.Since it isclaimed to be one

enterprises in Vietnam, with the strong recognition for its dynamic restaurant and its effect

project that is breaking the cycle of poverty amongst Vietnamese street and disadvan

KOZIisexpanding its scale to Ho Chi Minh City rather than just in the capital city.AlthoughKOZ

from Hanoi office, it mostly follows the original model of KOZI Hanoi: the training center, rest

allowance for trainees.



The biggest challenge for KOZIs coming to Ho Chi Minh City is KOZI and the social enter

South people. This leads to the fact that the restaurant receives low awareness and publicity

coming up with the difficulties in finding the donations and funds for its operation in Ho

strategic PR plan with a very limited budget given is required to communicate KOZIs profile,

philosophies in order to increase the awareness of Ho Chi Minh Citys business community as

responsible attitude and action toward the street children.



2. Situation analysis

a. Key findings

Recent findings showed that Vietnamese street children, who are the victims of poverty and

agreat callfor inquiry to protect themselves andto find asurvival condition(Duong &Ohno, 2005)

economicdevelopment, Vietnam is now paying more and more attention to this special group of

Protecting, caring and educating children 2004 (Luatbaove, chamsocvagiaoductreem 200

Vietnamese government was passed, there have been a lot of changes about attention towards di

the government party established a lot of orphanages, support centers, allowances, funding pro

2006). However, together with the increasing number of street children, especially in big cities suc

harder and harder for government to manage the support and prevent them from the risks fr

private sector give a big hand in supporting the disadvantaged youth of the nation, which is t

responsibilities that organization do. Research showed that the most common problem and desir

skill or education to find a job (vietbao.vn, 2004).Vietnamese government and private organiza

providing adequate education and training center to help the street kids. Also, since the pr

community recognize the importance of doing social responsibilities such as: showing their car

maintain good external and internal reputation, etc. Doing social responsibilities is considere

development of the business (dddn, 2010). Consequently, their contribution in socially responsi

the strong economic base and their awareness of the societys benefit.

KOZI, a not-for-profit restaurant and vocational training program, is known as the first

model in Vietnam. With the desire of helping the disadvantaged children to have a brighter fu



advantages to expand and develop in such a social situation.KOZI believes that every child has

skills, dignity and pride and KOZI helps empower their trainees with necessary life skills to

confidence and invest positively in themselves and community. Apparently, KOZIproved itself as

change of the community for a better future and a developing nation. This is the reason why KOZI

involvement from the business community.

Besides some weaknesses such as inexperienced graduate, low awareness and publicit

constraint or other competitors, KOZI may face some difficulties at its first step reaching the South

b. Problem/ Opportunity statement

P roblem: KOZI Saigon is facing with the fact that lacking knowledge about the soci

low awareness about social responsibilities among the community.

Opportunity:Being one of the leading international social enterprises in Vietnam mea

communicate the meaningful philosophy behind the restaurant to the local Vietnamese

whichcreates awareness and preference toward KOZI and its value based activities.

c. Critical success factors

In order to increase awareness among target public toward KOZI, we must communic

KOZI, which is eating good food for a good cause.

In order to achieve target publics preference, we have to differentiate KOZIwith other

its meaningful philosophy behind the operation of the restaurant and its high quality.



In order to gain support and funds from local Vietnamese business community for the o

must communicate the benefits of the target publics in experiencing the restaurant w

internationally recognized qualified dishes meanwhile they are more social responsible b

the disadvantaged Vietnamese youth.

3. Objectives

- To achieve awareness among 55% in the community of business people thatKOZI Saigon is

and works for the social responsibility, specifically street children by the end of the campaign

- To have 90% of seats coverage (total seats of KOZI Saigon restaurant: 60) for lunchtime dur

the launch of the restaurant. (2)

- To increase preference and have 70% of target publics decision to come back to KOZI Saigon

and next 15 months (3)

4. Target publics

Publics Brief Description

P rimary:

Exclusive business people in

Ho Chi Minh City

- Aged 35 60, in high position in the com

CEO, directors, managers, owners etc.

- Income:high income

- Interested in a high class location suitable fo

or meetings with business purposes

relationships

- Highly perceive their roles in do

responsibilities and interested in social



model of business

S econdary:

Business people in Ho Chi

Minh City

- Aged 25 45

- Normal white collar in international

organization or local business with midd

high income.

- Interested in a suitable location for imp

professional business gathering or me

business partners

- Concerns about the social responsibilitiesan

contribute to support special group of child

5. K ey message

KOZI strongly believes thatthe world will be a better place if everyoneeats good foodfor a g

6. Strategy statement

Using a combination of controlled and uncontrolled media, specifically event sponsor,

communication, social online media, KOZI will be able to spreadawareness among the targenterprise modeland themeaningful philosophy behind the operation ofKOZI during the campa

7. Tactics



Host monthly business Networking Event Parties

TheKOZI restaurant willhostthe monthly business networking event parties, meanin

within the KOZI restaurant.

AmCham (The American Chamber of Commerce in Vietnam) and AusCham (The Austr

in Vietnam) are the two biggest foreign business groups in Vietnam. These two group

parties when business people from various industries join, share contact, make relationsh

other businesses.

Since these parties often contain a big numbers of business people, it is a good chance

experience the service, dishes made by KOZI and from which introduce the meaningful phi

However, since the location of these parties change monthly for the interest of the att

two or three chances to host the events, and in those events, KOZI needs to perform very w

and food, speech of Jimmy Pham together with a trainee from KOZI) in order to impress th

make them aware about KOZI and secondto make them come back to KOZI.

Online media

Social online media:

y Facebook :

Working on the availablefacebookfan page ofKOZI Saigon, updates with KOZIs dishes

promotions, etc.



Starting research and makeconnection tobusiness groups, youth pages, others cuisine f

members and friends in those pages, KOZIs facebookfanpagecan tag them in the pictures/

on this fan pages to generate the awareness through suggestion for new place to enjoy good

Aninteractive gamename Guess and be our Guest will take place on this facebook p

a clip/ series of pictures about a new dish, thenprovide the process of making the dish wi

dish. Let the attendees guess the name of this dish and presented by experience that dish in

y KOZI SaigonWordpressblog is aplace where other bloggers shares experience ab

updating information about KOZI

This blog will be differentiated itself from the other blog since in this blog is the Nh

Instead of making a TV program, in this blog will post video clip, giving instruction for som

tips, and decoration for daily mealsofoffice employees and their family since they do not cooking or preparing meals.

Also, this blog includes asector for Wardrobe of Dream online(the model in KOZI Sa

only KOZIs trainees buteveryone who follows this blog as a special feature of KOZI Saigon.

Besides, social networking sites for business people such as Caravat .com or Twitte

worthto have discussions about the social enterprise model of KOZI, the philosophy behind

class environment and service of KOZI to increase word-of-mouth.

y An independent official website (from the main website- KOZI.com.au) for KO

rich media content, provides full information about KOZIs activities: promotion

training program, etc.



Online newspaper

y Regular news about KOZI Saigon trainees and activities on online newspaper such a

tuoitre, doanhnhan,auschamvn, amchamvn, etc. Not only in the category of News but

and Drink, Suggesting places for eating. Make links between those categories to assu

more information about KOZIrestaurant.

*There must be links between all of those internet channels for the audience to have more inf

Others

Discount programs, congratulation letters and special offers for loyal customers of KOZ

The Vietnam Culinary Challenge Competition Ho Chi Minh City 2011 hosted by th

GuildTrainees from KOZI attend in the Vietnam Culinary Challenge Ho Chi Minh City 2

the restaurant(Vietnamchef, 2010)

Information about this competition can be found at official website of Saigon Profess

<http://www.vietnamchefs.com/vi/thong-tin/cuc-thi-u-bp-chuyen-nghip/286-gii-t

nng-ln-3-vncc-2009.html>

KOZIs trainees to be volunteersfor other NGOs and organizations in Ho Chi Minh City suc

Lists of these NGOs can be found at: http://www.ngocentre.org.vn/

Currently, KOZI trainees have some social activities to reflect the idea of Know O

local NGOs or INGOs will give them a chance to generate the awareness and also a chance to

are the target publics of this plan.



KOZIvideo library All of the activities, including formal and informal ones from both KO

center will be stored as areference source for companies in understanding about KOZI and

Black & White go Green photos decorationat some five-starhotels in Ho Chi Min

relationships with KOZI), i.e: Intercontinental. The impressive pictures from KOZIs traini

wall of these hotels in order to grab attention of people, who are the exclusive business peo

Thank you letter to customers ofKOZIto maintain relationships and update about KOZI as

*In all activities, what should be strongly highlighted is the benefitof customers

excellent locationwith professional environment for doing gathering, meetings with b

8. Critical path plan

Please have a look at the below chart for more information



9. Budget

It is important to see that these above tactics are hard to calculate the certain costs.

However, some of the costs may be recorded such as below:

o Hosting for the event: 4 000 000 VND

o Website design and management: 3 000 000 VND

o Materials for the online contest: 5 000 000 VND

10. Evaluation

Objective (1):By counting the people follows KOZIs fan pages, blogs, or page hits of

these channels, attendees in the contest, or guests visit KOZI restaurant will be

counted. Also, through media monitoring, news or writings may be a source to know

more about the attitude of the public towards KOZI. And the hosting events, if it is

possible for KOZI to maintain the loyal host of these parties networking event, this

will be a very big measurement for the attention of the business community toward

KOZI.

Objective (2) and (3): Base on thesales or customers record of KOZI Restaurant after

its launch to measure the outcome of these objectives. Also, from February 2011, the

list of loyal customers will be set up for easier tracking and measuring.



Appendices

1. SWOT analysis

Strengths

- The meaningful philosophy behind the

restaurant: Eating good food for a

good cause

- Being one of the leading international

social enterprise in Vietnam

- Successfully operated in Hanoi means

the new restaurant can inherit some of

the experience and relationships

- Internationally recognized qualified

quality high quality trainees

- Available relationships with business

people from the North Vietnam

Weaknesses

- Tight budget for doing marketing and

promoting => develop through

available relationships and reputation

of the organization

- Lack of relationships and popularity in

the South Vietnam

- Positioned as a high class restaurant

means KOZI may come up with some

difficulties in reaching a wide range of

customers

- The training center has just established

from January, meaning the first

graduates may be inexperienced in

performance.

Opportunities- The increasing need of supporting the

disadvantaged Vietnamese youth with

their future

- Business communitys increasing

attention of doing social

responsibilities and its awareness of

the benefit of doing social

responsibilities for the companies

themselves.

- The need of having professional, high

qualified human resource in the field of

Threats- Many competitors the other

restaurants in local regions

- Target publics lack of information

about the social enterprise model and

KOZI

- KOZI has received dominations and

funds from expatriates rather than

local Vietnamese =>a disadvantage for

KOZI to reach local Vietnamese

potential customers.



hospitality

- Ho Chi Minh Cityis a big city with a

high number of businesses => higher

chance of reaching a large number of

target publics and call for funds,

donations.

- Support from authority and many

NGOs in Ho Chi Minh City

2. PEST Analysis

Political Support from authority since KOZIsupport to make a brighter futurefor Vietnamese disadvantaged youth

Economic A strong economic base of business community in Ho Chi Minh City

together with the willingness of this groups in advancing the special

group of children(DPI, 2010 )

Social The high attention for doing social responsibilities among business

community in Ho Chi Minh City (CSR Vietnam, 2006)

KOZI receives support from expatriates rather than local Vietnamese

Technology The increasing number of Internet users in Vietnam, especially Ho

Chi Minh City (50% of HCMs total population) (Cimigo, 2010)



Reference

CDI Vietnam 2008, Luatbaovechamsocvagiaoductreem 2004, CS R Vietnam Forum, 19th

Aug, viewed 13th September 2010

<http://www.vietnamforumcsr.net/default.aspx?portalid=1&tabid=388&itemid=2647 >

Cimigo 2010, Urban Vietnam Internet Penetration hit 50%, viewed 15 September 2010,

<http://cimigo.vn/upload/pdf/releases/Cimigo%20NetCitizens%20Release%201%20EN

%20VN.pdf >

CSR Vietnam 2006, Thuchientrachnhiemxa hoi, doanhnghieploi hay thiet? CS R Forum

Vietnam, 26th October, viewed 13th September 2010

http://www.vietnamforumcsr.net/default.aspx?portalid=1&tabid=336&itemid=171

Duong K H &Ohno K 2005, Treduong pho Viet Nam, Vietnam Development Forumviewed

15th September 2010

<www.vdf.org.vn/Doc/2005/DP06V-DKHong&KOhnoJul05.pdf >

DPI 2010, Tong quanvetinhhinhdoanhnghiep 2010 phantheonganh, S o

kehoachvadaututhanh pho Ho C hi Minh, viewed 17th September 2010

<http://www.dpi.hochiminhcity.gov.vn/vie/webappdn/TongQuan_LH_NN.asp>

KOZI 2010, KOZI Hanoi, viewed 13th September 2010

<http://www.KOZI.com.au/index.php?option=com_content&view=article&id=10&Itemid=

6

Luong T 2004, Treemduong pho khatkhaoduoc di hoc, Viet Bao Online Magazine,12th

October,viewed 16th September 2010

<http://vietbao.vn/Xa-hoi/Tre-em-duong-pho-khat-khao-duoc-di-hoc/10882116/157 >

Nguyen D 2010, Trachnhiemxa hoi: Cong cu phattrien ben vungcuadoanhnghiep, Dien Dan

DoanhNghiep, 28th March, viewed 14th September 2010



<http://dddn.com.vn/20100324043259714cat81/trach-nhiem-xa-hoi-cong-cu-phat-trien-

ben-vung-cua-doanh-nghiep.htm>

Radio Free Asia 2006, Thuctrangtreemlangthanhtrenduong pho Viet Nam10th March,

viewed 15thSeptember 2010

<http://www.rfamobile.org/vietnamese/in_depth/StreetChildrenInVietnam_PAnh-

20061003.html>

Clips for social activities of KOZI can be found

at:<http://www.youtube.com/watch?v=xw072_D9Ds8>

kozi saigon - communication plan

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