IMC plan - ựa vào bảng hệ thống tài sản → nhìn vào đó xử lý, lưu ý một số TH đặc biệt - Tài liệu tham khảo | Đại học Hoa Sen

IMC plan - ựa vào bảng hệ thống tài sản → nhìn vào đó xử lý, lưu ý một số TH đặc biệt - Tài liệu tham khảo | Đại học Hoa Sen và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả

5 3 lượt tải Tải xuống
Chia sẻ Báo cáo tài liệu

Môn: Marketing (MK191P1)

Trường: Đại học Hoa Sen

Thông tin:

4 trang 1 ngày trước

Tác giả:

Profile Kim Oanh
IMC plan
1. Situation:
Since 1982, Biti's has succeeded with its EVA line of rubber footwear.
With many years of development, the brand has become one of the
leading manufacturers of the footwear industry in Vietnam, accounting
for more than 8.5% of the domestic market share. The legendary
"Vietnamese foot care" campaign line has stuck and gained value in local
consumers’ minds from previour times ago until now. Each year Biti's
produces more than 20 million footwear products not only for the
domestic and but also export market. Waterpipe slippers are Biti's
signature products when they were first established. Over the past 35
years, Biti's sandals’ advantages are durable and affordable prices in
consumer’s mindset. Therefore, bitis wants to develop more flip-flops in
Vietnam, a line suitable for the weather and people here.
2. Ojective:
- Business goal: With its new line of slippers, Biti's business goal is
to double these sales within 12 months, total revenue will be 200
billion VND. That means, the number of flip-flops will sale double
last year
- Product’ name:Biti’s Flip-out
- Message strategy (chiến lược truyền thông về thông điệp): “Step of
freedom”
a product of bitis that brings the most ventilation (thông thoáng), comfort
and convenience to your feet. Your feet will always feel comfortable
when wearing flip-out
- Market share: Currently, Biti's is one of the leading footwear companies
in Vietnam, accounting for 15% of the domestic market with a domestic
revenue of VND 1,000 billion in 2012. The growth rate of the domestic
market according to Biti's share is about 20%
- Loyalty: BITI'S LOYALTY CUSTOMER PROGRAM
In order to maintain a loyal customer base, Biti's has spent a lot of time
and effort taking care of them. Biti's has many special promotions for
loyal customers to increase value for Customers, making them feel
respected.
With each purchase bill at Biti's store, Biti's Hunter store and
Bitis.com.vn website, you will accumulate a corresponding number of
points, which can be exchanged for attractive offers and gifts.
In particular, accumulate points and track more easily with Biti's Lottery
application.
For every 10,000 VND on the bill, the system will automatically
accumulate 1 point into your points.
Every 50 points = 01 discount coupon with a discount corresponding to
your membership tier.
The higher the score, the more your coupon.
Bitis Loyalty members also receive other attractive gift offers
Biti's has built a connection with customers and increased their trust,
creating a great customer experience and providing them with extra
motivation to keep coming back to buy.
Furthermore, with a filp-out,customers will be given a voucher discount
5% on next purchase
3. Customers insight:
There are a lot of reasons that customers buy a new paid of sandals:
- The old sandals have worn out their soles and they need a new pair.
- Their idol advertises these shoes.
- They need a few more pairs of sandals to match each outfit
- They see other people wearing those beautiful sandals and they want to
own them too
- They buy because there is a sale-off
And according to research by McKinsey: Word-of-mouth advertising
among consumers is twice as likely to be successful as paid ads
--> Big Idea: biti's always accompanies you on the way to find freedom,
happiness and cherish every step you take.
Hoặc: Go to find freedom, happiness and biti's always accompanies you
and cherishes your every step
--> Key message: Step of freedom
Market strategy:
Loyalty app of Biti’s
b2c: Consumer market: teenagers, adult, youth
Demographic: Age: 18-30, income( from 3M), location
(South, North, lifestyle:
Behavior: effect by external factors like: feedback from
friends, family, neighborhood and endorse by KOLs,
Psychology: famous brand, high-quality in customer’s
mind
Target market of Biti’s:
Age: 18-30
Gender: felmale/male
Income: from 3 millions
Location: South (HCM), North (HN)
Lifestyle: extrovert, freedom
| 1/4
| | Tải xuống

Có thể bạn quan tâm:

Preview text:

IMC plan 1. Situation:
Since 1982, Biti's has succeeded with its EVA line of rubber footwear.
With many years of development, the brand has become one of the
leading manufacturers of the footwear industry in Vietnam, accounting
for more than 8.5% of the domestic market share. The legendary
"Vietnamese foot care" campaign line has stuck and gained value in local
consumers’ minds from previour times ago until now. Each year Biti's
produces more than 20 million footwear products not only for the
domestic and but also export market. Waterpipe slippers are Biti's
signature products when they were first established. Over the past 35
years, Biti's sandals’ advantages are durable and affordable prices in
consumer’s mindset. Therefore, bitis wants to develop more flip-flops in
Vietnam, a line suitable for the weather and people here. 2. Ojective:
- Business goal: With its new line of slippers, Biti's business goal is
to double these sales within 12 months, total revenue will be 200
billion VND. That means, the number of flip-flops will sale double last year
- Product’ name:Biti’s Flip-out
- Message strategy (chiến lược truyền thông về thông điệp): “Step of freedom”
a product of bitis that brings the most ventilation (thông thoáng), comfort
and convenience to your feet. Your feet will always feel comfortable when wearing flip-out
- Market share: Currently, Biti's is one of the leading footwear companies
in Vietnam, accounting for 15% of the domestic market with a domestic
revenue of VND 1,000 billion in 2012. The growth rate of the domestic
market according to Biti's share is about 20%
- Loyalty: BITI'S LOYALTY CUSTOMER PROGRAM
In order to maintain a loyal customer base, Biti's has spent a lot of time
and effort taking care of them. Biti's has many special promotions for
loyal customers to increase value for Customers, making them feel respected.
With each purchase bill at Biti's store, Biti's Hunter store and
Bitis.com.vn website, you will accumulate a corresponding number of
points, which can be exchanged for attractive offers and gifts.
In particular, accumulate points and track more easily with Biti's Lottery application.
For every 10,000 VND on the bill, the system will automatically
accumulate 1 point into your points.
Every 50 points = 01 discount coupon with a discount corresponding to your membership tier.
The higher the score, the more your coupon.
Bitis Loyalty members also receive other attractive gift offers Loyalty app of Biti’s
Biti's has built a connection with customers and increased their trust,
creating a great customer experience and providing them with extra
motivation to keep coming back to buy.
Furthermore, with a filp-out,customers will be given a voucher discount 5% on next purchase 3. Customers insight:
There are a lot of reasons that customers buy a new paid of sandals:
- The old sandals have worn out their soles and they need a new pair.
- Their idol advertises these shoes.
- They need a few more pairs of sandals to match each outfit
- They see other people wearing those beautiful sandals and they want to own them too
- They buy because there is a sale-off
And according to research by McKinsey: Word-of-mouth advertising
among consumers is twice as likely to be successful as paid ads
--> Big Idea: biti's always accompanies you on the way to find freedom,
happiness and cherish every step you take.
Hoặc: Go to find freedom, happiness and biti's always accompanies you and cherishes your every step
--> Key message: Step of freedom Market strategy:
b2c: Consumer market: teenagers, adult, youth
Demographic: Age: 18-30, income( from 3M), location (South, North, lifestyle:
Behavior: effect by external factors like: feedback from
friends, family, neighborhood and endorse by KOLs,
Psychology: famous brand, high-quality in customer’s mind Target market of Biti’s: Age: 18-30 Gender: felmale/male Income: from 3 millions
Location: South (HCM), North (HN) Lifestyle: extrovert, freedom