dasz net working campaign spr major assignment

8/9/2019 Dasz Net Working Campaign SPR Major Assignment

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DAZS ICE CREAM PROFILE BRIEF

Dasz online profile would be presented to Vietnamese public through the official websites and

Facebook fan page.

1. Dasz official website:

The company website will be divided into four main parts – products, store locator, company

profile and Dasz forum.

Products consists of a lot mouth-watering images (please find some examples below). This will

also include promotional information such as ice cream of the month, new coming flavors,

seasonal special and especially self-serving application which enables viewers to create their

own Dasz ice cream cups or cones by choosing their favorite flavors and toppings with the

estimated price showing below.

Store locator is the application which shows Ho Chi Minh City map with scattered red dots

representing Dasz shops. Customers can also trace down the nearest shop to their houses or

offices by keying in their addresses.

Company profile includes a brief history of the company, its vision and target customers. It also

offer downloadable media kit for journalists and publics.

Dasz forum is the most interactive part of this website with an online forum where customers

can exchange and contribute ideas for company from what ice cream they like the most, which

shop is the best in town to which staff should be awarded employee of the month. Apart from



that, customers can also win a lot of prizes from a contest organized by the company called ‘ice-

cream inventor’ which allows Dasz fans can come up with a new flavor by just describing

ingredients they want to combine. This space is also used to post newest ads or longer versions

of those which could not be completely shown on TV.

2. Facebook fan page:

First of all, Facebook fan page of Dasz will be a shorter version in term of text in comparison

with the corporation site. While keeping products and store locators section, the company

profile and community will just show the link back to its official website. The Facebook fan page

only focuses on short and catchy information such as ‘Ice cream buffet this Friday night from 7

pm to 10 pm’ or ‘See who you can run to in stores’ with celebrities’ images having Häagen-Dazs

ice cream posted below. This page is also embedded with Youtube video clips mentioned above

and short announcements about contests of the company with hyperlinks back to the official

website.

3. ‘A star’s secret’ campaign:

Due to the fact that Dasz aims to serve the super premium sector of the market, the brand will

shoot a film series named ‘A star’s secret’, focusing on exploring the reason why famous

celebrities can always appear fresh and full of energy in front of the public. Each websiode,

broadcasted exclusively via the corporation website and Facebook, will focus on one star from

different fields such as music, movie or drama, exposing their busy daily routines. In the end of

the day, they will all use Dasz ice cream as their secret methods to refresh and release stress.

Banners featuring those celebrities’ pictures with a question ‘Do you know a secret they all

share?’ will be publicized on popular e-newspapers and young people’s forums in order to

attract target customers attention. Clicking through these banners will get people back to the

Dasz website or Facebook fan page.



‘DASZ ICE CREAM GOES GREEN’ CAMPAIGN PROPOSAL

1. Executive summary:

‘Dasz Ice Cream Goes Green’ campaign will be launched in order to position Dasz as an

eco-friendly company in Vietnamese food industry. In line with the corporation’s

philosophy, the campaign helps raise awareness among Vietnamese youth about the

country’s deforestation.

By the end of 2010, Dasz hopes to collect 50,000 signatures of supporters on an online

coalition, requesting Vietnamese government to approve stricter laws over forest

exploitation. Apart from that, we also promise to fund USD 35,000 for reforestation

activities and highlanders’ vocational schools nationwide. Conducted via network social

systems, the campaign is aiming to create good publicity for Dasz Vietnam.

Firstly, a web video featuring a Vietnamese diva singing her famous hit song with natural

sounds of wind, water and leaves as instruments will be streamed on various popular

websites. Secondly, an online coalition will be carried out both on the corporation

webpage and Facebook fan page. Finally, ‘Plant a tree, save the planet’ contest and

‘Forest Trivia Game’ will be run in order to raise interest among people and call out for

public action.



2. Aims:

For Dasz to be positioned as an environmental-friendly ice-cream company in

Vietnamese food industry

‘Dasz Ice Cream Goes Green’ vision is based on the company’s famous philosophy – ‘find

the finest and purest natural ingredients in the world and craft them into the best ice

cream ‘. It is obvious that nature is the main supplier for Dasz Ice Cream products,

crucially affecting on the success of the corporation. Therefore, protecting nature of

each country, where Dasz is present, is the pledge committed by the company.

3. Key findings of Vietnamese deforestation:

More than 70% of Vietnamese are unaware of the country’s deforestation situation and

its adverse effects upon environment. Before 1950s, 47% territory of Vietnam was

covered by monsoon forest and rainforest; however, this figure has declined to only

28% between 1960 and 1990. Some other sources revealed that the proportion of

country covered by forest has now fallen below 10%, with approximately 16,000 to20,000 hectares destroyed annually.

The impact of this issue upon Vietnam is unexpectedly serious. 40% of the country

territory is suffering from severe drought or flood. Soil quality has reduced dramatically,

leading to the shortage of food. The disappearance of forest has also put 500 plant and

100 animal species in the peril of extinction. Finally, human health is also threatened by

the reduction of drinking water quality and the prevalence of serious respiratorydiseases.



4. Objectives:

- To raise awareness of the youth about deforestation situation in Vietnam

- By the end of 2010, to have 50,000 people signed on an online coalition to

Vietnamese government to approve stricter regulations over forest exploitation

- Creating young people’s attention through network social systems

- To fund USD 35,000 for reforestation activities and highlanders’ vocational schools

nationwide

- To create good publicity for Dasz Vietnam

5. Recommendations:

- ‘Forest Melody’ web video: Due to the popularity of Youtube in Vietnam, Dasz will

shoot and upload there a web video called ‘Forest Melody’, featuring the natural

sounds of wind, water and leaves as instruments and the main vocal of singer Ho

Ngoc Ha singing an old top hit song ‘When thinking about a lifetime, I think about a

forest.’ This video will be relevant to a major cause of this campaign, creating buzz

and being spread quickly among the youth due to the appearance of famous popicon singer.

- On the official website and Facebook fan page, Dasz will encourage people to sign a

‘Saving Vietnamese forest coalition statement’ to submit to government, asking for

stricter regulations over forest exploitation. The websites and Facebook will also

give out useful information about Vietnamese forest systems, the country’s

deforestation degree as well as most updated related news.

- ‘Plant a tree, save the planet’ contest: Dasz Ice Cream facebook fan page will host a

contest called ‘plant a tree, save the planet.’ Throughout this, everyone will be

encouraged to plant a tree. Participants then just simply submit photos of them and

their trees via Facebook, Twitter, Flickr or Photobucket, from which they will be



uploaded to Dasz website. Contestants and viewers will vote for the favorite photos.

The top 10 submissions will win each a one-year free voucher of Dasz ice cream and

be certified as Dasz Ice Cream Green Ambassadors. All together, those photos will be

used to create a huge mosaic tree which is then going to be the campaign’s poster.

- ‘Forest Trivia Game’: An online general knowledge trivia game about forest will be

hosted by Dasz on the corporation Facebook. With just a click, everyone can join the

game. For every correct answer, they will be rewarded with a ‘seed’ which is

equivalent with 2,000 VND. The accumulated ‘seeds’ will be converted into

donations that Dasz will make to support research about Vietnamese deforestation

and reforestation programs.

- Hyperlinks: Banners of three activities above will be publicized via various popular

websites such as VnExpress, Zing Music Forum and Yan TV Website in order to

widespread the campaign as much as possible. Apart from that, links will also be

available on Facebooks as well as blogs of famous celebrities and hot bloggers,

which are enjoying thousands of visits every day. The key factor of this is carefully

exposing appropriate information to suitable pages, for example, ‘Forest Scent’ clip

will be embedded in Zing Music Forum and Yan TV while ‘Forest Trivia Game’ and

‘Plant a tree, save the planet’ contest will be featured in celebrities’ Facebooks,

VnExpress and hot bloggers’ entries.

- Finally, a new ice cream and yoghurt flavor named ‘Forest Scent’ will be launched by

the end of 2009. Profits generated from this flavor will be donated for reforestation

and highlanders’ vocational schools in Vietnam.



POSTION PAPER

1. Dasz Ice Cream and Vietnamese deforestation:

More than 70% of Vietnamese are unaware of the country’s deforestation situation and

its effects upon environment (1). Before 1950s, 47% territory of Vietnam was covered

by monsoon forest and rainforest; however, this figure has declined to only 28%

between 1960 and 1990. The disappearance of forest led to more serious issues than

expected. Shortage of food supply, animal extinction, air pollution and respiratory

diseases are just some to name.

To Dasz, deforestation is more than an environmental concern but a strong impact on of

the company’s processing system. Together with the reduction of forest area is the

scarcity of favorite nuts, fruits, berries and especially natural honey which is the main

ingredients of Dasz Ice Cream. With the promise to offer only 100% natural product, our

company has so far put this issue as the top priority concern.

The reality of this threat has spurred us to launch a national campaign to help halt

deforestation in Vietnam.

2. Economic & Employment opportunities:

- Forest exploitation plays an important role in Vietnam economy, reaching

approximately US$ 2.5 billion from wood products export this year. It has also

attracted more than 400 foreign businesses to invest in processing projects around

the country with 300 of them disbursing over US$1 billion. The industry is currently

offering jobs for 50,000 people and will be expected to expand to 75,000 within 5years (2).

- Slash-and-burn is a tradition practiced by 75% of highlanders around Vietnam who

are living majorly based on agriculture.



3. Socio-eco effects:

- It is important to notice that forest is not a natural endless resources and its area is

remarkably declining in Vietnam. The proportion of Vietnam still covered by forest

has now fallen below 10%, with 16,000 to 20,000 hectares of primary and secondary

forest destroyed every year (3). Therefore, the current economic profit that forest

exploitation brings about is just temporary. Without long-term reforestation

projects, this industry will soon face with the serious lack of raw material and

certainly lead to the unemployment of thousands people.

- Apart from that, slash-and-burn agriculture is a main cause of severe drought and

flood in Vietnam, threatening to take a way lives and properties of millions people

every year. It also leads to soil erosion and quality loss, putting 500 plants and 100

animal species at the peril.

- Finally, long-term adverse effects that forest exploitation is causing towards human

health including air pollution, chronic respiratory diseases, and degradation of

drinking water quality have outweighed its short-term economic benefits(4).

4. ‘Dasz Ice Cream Goes Green’ campaign

- First of all, the brand will cooperate with Vietnamese National University and

University of Agriculture and Forest to fund a program focusing on getting to know

the causes, effects and solutions for deforestation.

- Simultaneously, on our website, Facebook fan page, television, radio and physical

stores, a campaign will be run in order to create a public forum as well as seek forsolutions from community.

- Dasz will also recruit a board including famous celebrities, university lectures and

nature protectors to create a free educational program for students nationwide.



- Our brand will also use only recycled paper cups inside the stores. Together with the

normal china cups and canvas bags collection, a new set of books, notebooks and

calendars made from recycled paper with Dasz Ice Cream logos will sold in stores, of

which the profit will go straight to those programs mentioned above.

- Finally, a new ice cream and yoghurt flavor named ‘Forest Scent’ will be launched by

the end of 2009. Profits generated from this flavor will be donated for reforestation

projects and highlanders’ vocational schools in Vietnam.

(1) Figures from an online poll conducted by Vietnamnet Online Newspaper in Feb 2007

(2) According to Vietfores organization and Vietnamese consumption report 2009

(3) According to the article ‘Vietnam's forests: historical perspective on a major issue for

sustainable development (Development versus the Environment: The Challenge for

Southeast Asia)’ of Christine Veilleux in 1994 and the report of FAO ‘Highest

deforestation of natural forests 2000 - 2005’

(4) According to United Nations Environment Program, Division of Technology,

Industry and Economics (UNEP/DTIE) on its report about Vietnam ‘Investment and

Environment Outlook 2005’

dasz net working campaign spr major assignment

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