furniture brand project group one
DESCRIPTION
BA06MK__________________________BA DepartmentHCM International UniversityTRANSCRIPT
Brand Marketing Plan
Creative Interior Decoration
Outline
1. Mark
et Overview
2. Bran
d/p
rod
uct co
ncep
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3. Co
nsu
me
r insig
ht a
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seg
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nta
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4. B
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d id
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5. IMC
6. M
ersure
7. Q&
A
Demand trend Social trend Economy condition Social trend SWOT Analysis
Demand trend Need of expanding living space increases leads to need
of new interior decorations
However, almost brands focus on model, price quality but ignore the real demand of increasing living space
Creative decor becomes the best solution
Social trend
People tend to use modern, stylish product.
Economy condition
Affordable price is the most consideration
Law and Regulation
WTO creates opportunity to develop decor industry
Government encourages purchasing
Competitors focus model, price; the demand ofexpanding living space is not hold in esteem.
Famous brands are too expensive while the models ofaffordable products are not multiform. The biggestconsumption in the market comes from small shopwith no brand
Most of Vietnamese brands focuses on exportingproduct for profit and make light on domestic marketand ignore branding. Most of Vietnamese brands aremost familiar with domestic customers
Creative in designing, affordable price
Multifunctional product
Premium service: consulting for designing, design based on science of the winds and waters and fortune
Each product has sample material with which customers believe in Alinia brand
Geographic Demographic Target segment
Consumer insight:
Customers like to increase their living space , and they care about nice models, quality, and price when buying interior decoration.
Segmentation: Geographic: - Domestic: Citizens ( HCMC,HN, Da Nang….)
- Global market: EU, Japan, USA, China
Segmentation:
Demographic:
AgeIncome
(million VND)Characteristic
25-50 5-10Intellectual and like to experience new things.
27-40 5-13 Love beauty
Target segment
Citizens aged from 27 to 45, married. They are officers or whole a small business. Their incomes belong to the middle-end class in big cities. They may own or rent accommodation, but their area are small.
They love beauty and like to experience new things
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Vision Mission Objectives
Brand name Logo Slogan Core Value
Vision: The leading brand in the Vietnamese interior decoration market and become one the famous global brand.
Mission: brings our customers comfortable living space by saving every centimeter square.
Objectives:
The 1st year Relationship with trading partners
Recruit intelligent designers.
Production goes in to stable performance.
The 2nd year Export to foreign markets,
Growth rate is about 40% and revenue exceeds $ 10 million.
Brand name: “Alinia” (all in)
Slogan:
“Space your World UP”.
Core value:
Creativeness makes us different
Position statementTo people who live in urban and have average income in comparison with the most of population, Alinia is a brand of creativeness. We will help you use your space efficiently because like you, we understand the urgent demand in using space.
Ad on newspaper and magazine Public Relation & SponsorshipPrint brochure & Guidebook Direct mail Trade Promotion
Event Internet Ads Word of mouth Showroom
Newspaper: Tuoi Tre ( read most by
the South residents),
Cong An Nhan Dan (most popular in the North)
Magazine:
Kien Truc & Doi Song,
Tiep Thi & Gia Dinh
Creative, artful, professional and effective description.
Show them the creativeness and benefits of Alinia.
This increases positive image of Alinia in customers’ mind in resulting.
High discount rate higherto attract wholesalers andretailers.
Vacation, commission when they reach highest sales.
Invite journalists to come to our press conference
Our green-plan is designed to develop forest area
“How comfortable you are in 20 square meter room?”
“Event for wholesalers and retailers”
VietBuild and Expo fair to build relationship with customers, trading partners, communication partners, etc.
E-Mail Marketing.
We will buy list of emailaddress of companiesrelated to building anddecor industries, andtarget customers.
E-News: Vnexpress.net, 24h.com, etc.
SEO: search engine optimization (Google, Yahoo, Live , etc.).
Famous e-commerce websites such as Alibaba.com, Ebay.com etc.
Exchange website: raovat.net, 5giay.vn…
Social Network: Y!360, facebook.com, myspace.com, blogspot.com
Alinia website is e-commerce channel Design: friendly and should be familiar.
Virtual space (3D) as they really do as shop.
Updated frequently
Game online on website related to our products so that customers can relax and get Alinia’s information simultaneously.
GamesAzadaHidden Expedition Amazon
Every employee is cell of organization Understand message of Alinia
Channel transfer to their social network
HCM: Ly Thuong Kiet Str., Dist. 10
Ha Noi: Me Linh Plaza
Plan
Tools 1 2 3 4 5 6 7 8 9 10 11 12 $
Ad on magazinex x x x x 60,000
Print brochure & Guidebookx x x x 20000
Trade Promotionxx xx x x x x x x x xx xx xx 250000
Public Relationx x x 5000
Sponsorshipx x 12000
Direct mailxx 1000
EventX x 50000
Internet Adsx x x x x x x x x x x x 50000
Showroomx x x x x x x x x x x x 100000
Word of mouthx x x x x x x x x x x x 0
Total 548000
Members of group one
Vo Le Duy
BA060087
Le Minh Hai
BA060089
Nguyen Thuy Anh Thu
BA06014