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Windows 8 Metro Style
Trisoy
Intergrated Marketing Communication Campaign
April 25, 2014
Ho Chi Minh City
1
II. K HOCH IMC
I. Gii thiu tng quan
1
I. Gii thiu tng quan
1. Gii thiu Trisoy
2. Phn tch th trng
5. nh v
4. Insight
3. Khch hng mc tiu
2
Cng ty: Tribeco Bnh Dng - 100% vn nc ngoi do Tp on Uni-President s hu
Ngnh hng: FMCG
Sn phm:
Sa u nnh (Soyamilk)
Nc yn (Bird nest)
Tr b ao (Winter melon tea)
Nc ngt (CSD)
Tr xanh (Tea)
Nc tng lc (Energy drink)
Nc tri cy (Fruit drink)
Jeno
I. Gii thiu tng quan
1. Gii thiu Trisoy
3
I. Gii thiu tng quan
1. Gii thiu Trisoy
4
Sa u nnh TRISOYc sn xut vi cng ngh trch lc tin tin lu gi hon ho cc thnh phn dinh dng v protein trong ht u nnh; ng thi vn m bo c hng v sa u nnh thm ngon nh truyn thng.
- c sn xut t ht u nnh nhp khu - t Canada 100% t nhin.
- Khng cht bo qun.
- Khng cholesterol.
- Th tch thc 240ml.
Th trng cn rt tim nng, c th vt qua sa bt v sa nc.
500 triu lt
(ng th t th gii)
180 triu lt
t cc sn phm c nhn hiu
320 triu lt
t cc h gia nh nh l, t ch bin
I. Gii thiu tng quan
2. Phn tch th trng
5
Vinasoy ang l ngi dn u
Khc
I. Gii thiu tng quan
2. Phn tch th trng
6
Sales
VinasoyTn Hip Pht & VinamilkKhc781210
VINASOY Nguyn cht & M en
Fami nguyn cht
Fami Canxi
I. Gii thiu tng quan
2. Phn tch th trng
7
Sa u nnh GoldSoy
Sa u nnh GoldSoy CaD
Sa u Nnh Vfresh C ng
Sa u Nnh Vfresh Giu m, Khng ng
I. Gii thiu tng quan
2. Phn tch th trng
8
Sa u nnh Soya Number One
Sa u nnh + u xanh Soya Number One
I. Gii thiu tng quan
2. Phn tch th trng
9
9
I. Gii thiu tng quan
2. Phn tch th trng
10
Fami, VinasoyNgon, snh, mn-Ung khng ngngVfresh Tt cho tim mchGoldsoySa u nnh giu m, tt cho xngNumberone Soya Sng khoi b dng, ly li vc dngGi-3,700/ti giy-27,000/lc 6 hp 180ml-3,400/ti giy-17,800/lc 4 hp 200ml-21,000/hp 1 lt -5,000/ti giy-16,800-21,800/lc 4 hp 200ml-26,500/hp 1 lt-6.000/chai 240ml-21,200/lc 4 hp 250mlPhn phi-Cc siu th, tim tp ho-Cc ca hng tin li-H thng phn phi rng khp Bc Nam-S dng cc knh phn phi sn c ca Vinamilk-Hu ht xut hin cc siu th v ca hng trn ton quc-Chai thu tinh ch xut hin cc i l nc gii kht-Hp giy cha xut hin nhiu cc knh MT, TT ni chungChiu th-S dng nhiu celebrity nh: Tng Thanh H, Hong Phi, cc din vin kch ni,...-Fanpage Hi ngi thch ung sa u nnh Fami v Vinasoy-V khng phi sn phm ch lc ca Vinamilk nn truyn thng vi khch hng cha c ch trng-Thng ip truyn thng nhm n gii tr-Bi ht trong TVC vi s th hin ca V H Trm10
11
I. Gii thiu tng quan
2. Phn tch th trng
Weaknesses
- Th phn thp
- nh v sn phm cha c o
- Knh phn phi cha pht trin
- Cc hot ng promotioncha a dng, ch yu l BTL v chin lc Push.
- Thng dip truyn thng cha r rng v thng nht
SWOT
Strengths
- Thng hiu sa u nnh Tribeco tng c bit n rng ri
- Kinh nghim lu nm ca cng ty trong nghnh hng
- Thit kt dng lon cao cp, ring bit
Threats
Opportunities
- Ngi tiu dng c thi quen ung sa ca cc h t nhn nh v tnh r, tin li v sn c.
- Cc nhn hiu khc c gi thnh kh cnh tranh
- Sn phm ca cc hng khc ang c a dng ha v hng ti nhiu phn khc khc nhau nh gia nh, ph n...Cht lng v sn lng sa c u t nng cao, in hnh l Vinasoy.
- Knh phn phi ca i th a dng t TT ti MT, t ATL ti BTL. Hin nay cc siu th hay tp ha Fami, Vinasoy, Goldsoy, Vfresh ...ang c by bn rng ri.
- i th ln nht l Vinasoy
Cc thng hiu khc nh VNM, Tn Hip Pht c sn phm ch lc khng phi l sa u nnh.
- Quy m th trng cn ln v ngi tiu dng ang quan tm hn n cht lng v sinh an ton thc phm v cc li ch t sn phm thin nhin t thc vt
I. Gii thiu tng quan
3. Khch hng mc tiu
Gii tnh: Nam-N
Tui: 18-30
Ni sinh sng: Thnh th, vng ngoi min Nam (t Ph Yn tr vo)
Thu nhp: ABC
Ngh nghip: Sinh vin, nhn vin vn phng, ...
Tnh cch: -Hng ngoi -Nng ng
Thi quen: -Thng xuyn gp g bn b, ngi thn -Quan tm sc kho.
12
I. Gii thiu tng quan
4. Insight
KHMT cn mt loi thc ung thm ngon, b dng, c thit k bao b tin li, nhng khng km phn tinh t, c th ung mi lc mi ni, lm qu tng nhau hoc xut hin bn cnh nhng bui gp g bn b ca h.
13
Em thch sa u nnh. Nhng qun cafe sinh t ton bn chai thu tinh, khng mang i c anh
Anh cng nh tng ch sp my lc,m tng hp giy mang lm qu tng th qu qu
Fact: -Mi ln gp g, tr chuyn vi bn b, KHMT mun mnh c th ung mt loi thc ung thm ngon, b dng, tt cho sc kho. Trong khi cc qun cafe, sinh t thng ch bn dng chai thu tinh, v hu nh khng c bn hp giy.
13
I. Gii thiu tng quan
5. nh v
nh v:
Sa u nnh lon Trisoy
Nim vui chia s, sc kho dng trn
-nh v theo li ch: Sa u nnh mang b dng, thm ngon, tt cho sc kho
-nh v cm xc: Chia s vi nhau cch gi gn sc kho l mang li nim vui cho mi ngi
14
II. K HOCH IMC
1. Mc tiu
3. Cc giai on
6. nh gi & Kim sot
5. Ti chnh
4. K hoch c th
15
2. 4Ps
II. K HOCH IMC
1. Mc tiu
Ni DungMc tiuDoanh thu ca mt hng TrisoyTng 20%Li nhunTng 25%Th phnt 6%ROS1/4Mc tiu doanh thu
16
II. K HOCH IMC
1. Mc tiu
Mc tiu thng hiu
17
Regular Use
Trial
Preference
Liking
Knowledge
Awareness
8%
20%
70%
35%
55%
30%
II. K HOCH IMC
2. 4Ps
18
4Ps
Product
Place
Promotion
(IMC)
Price
Place
II. K HOCH IMC
2. 4Ps
19
TT: i l bn l, qun nc, qun caf
=> pht trin thm ca hng chuyn bit, hoc gc chia s vi Trisoy ti cc n v TT.
MT: nhanh chng xm nhp vo siu th, cc ca hng tin dng nh Circle K, MiniStop, Family Mart
II. K HOCH IMC
2. 4Ps
20
Product
-Bao b: Lon
n v ng gi: gi nguyn lc gm 6 lon bc giy, thng 18 lon => bo v mi trng, tng mc nhn bit v c th lm qu tng.
-Cht lng: hng v thm ngon truyn thng, 100% protein t nhin, nc ung gii kht b dng => l nc ung thch hp cho nhng cuc tr chuyn v s chia
-Hng v: t ng, khng ng => a dng SKU v p ng nhu cu v m bo sc khe
Price
II. K HOCH IMC
2. 4Ps
21
Sn phm cao cp cho gii tr Mc gi: 6.000 8.000 VND/lon. Lc 6 lon: 33.000 40.000 VND/lcHin ti: deal gim gi 42% cho 6 lon (t 95.000/lc xung cn 55.000/lc C th thay th bng hnh thc gim gi 20% t lon th 4, 40% t lon th 10.Wholesaler: chit khu theo thi hn thanh ton, hoc chit khu theo s lng.
II. K HOCH IMC
3. Cc giai on
nh v: Sa u nnh lon Trisoy - Nim vui chia s, sc kho dng trn
Theme idea: Chia s vi nhau cch chm sc sc kho t sa u nnh vi mi ngi.
22
II. K HOCH IMC
3. Cc giai on
23
IMC
PR
Direct Marketing
Sales promotion
Digital marketing
Advertising
TIMELINE
1
II. K HOCH IMC
3. Cc giai on
24
2
3
Ni dung: S chia cng bn, trn vn nim vui
Mc ch: To s t m
Thi gian: 1 thng
IMC:
-PR( Editorial, Advertorial)
-Digital marketing
Ni dung: Nim vui chia s, sc kho dng trn
Mc ch: Cung cp thng tin, nh v nhn hiu
Thi gian: 3 thng
IMC:
-PR: event
-Advertising: TVC, print ad
-Sales promotion
-Direct responses: POSM, sampling
Ni dung: Bn kho, mi ngi cng kho
Mc ch: Cng c v th
Thi gian: 2 thng
IMC:
-PR: sponsorship
-Advertising
25
II. K HOCH IMC
4. K hoch c th
S chia cng bn, trn vn nim vui (Pull)
1
Giai on
Giai on 1: S chia cng bn, trn vn nim vui(Pull)
PR-Digital marketing:
Editorial:
Bi vit u nnh tt cho sc kho
Advertorial:
Bi vit S chia cng bn, trn vn nim vui ca Trisoy trn cc tp ch. Ni dung: Nhng cu chuyn theo m tp hm nay rt vui v nhn c mn qu l Trisoy t mt ngi bn, v h rt quan tm sc kho ca mnh.
Cc vloger, celebrity post status hoc quay vlog c nhc v sa u nnh nh l thc ung yu thch ca mnh, tt cho sc kho, mun chia s vi cc bn.
Knh la chn: Bo, Tp Ch, Internet
Media List:
Bo: Th Gii Ph N, Ph N TPHCM, Tip th gia nh, Th gii vn ho, Herworld,...
Phunutoday.vn, webtretho.vn, vnexpress.net, dantri.com.vn
Youtube, facebook
25
IMC
PR
Direct Marketing
Sales promotion
Digital marketing
Advertising
26
Editorial
Bi vit u nnh tt cho sc kho
Advertorial
Bi vit S chia cng bn, trn vn nim vui
II. K HOCH IMC
4. K hoch c th
PR
S chia cng bn, trn vn nim vui (Pull)
1
Giai on
Giai on 1: S chia cng bn, trn vn nim vui(Pull)
PR-Digital marketing:
Editorial:
Bi vit u nnh tt cho sc kho
Advertorial:
Bi vit S chia cng bn, trn vn nim vui ca Trisoy trn cc tp ch. Ni dung: Nhng cu chuyn theo m tp hm nay rt vui v nhn c mn qu l Trisoy t mt ngi bn, v h rt quan tm sc kho ca mnh.
Cc vloger, celebrity post status hoc quay vlog c nhc v sa u nnh nh l thc ung yu thch ca mnh, tt cho sc kho, mun chia s vi cc bn.
Knh la chn: Bo, Tp Ch, Internet
Media List:
Bo: Th Gii Ph N, Ph N TPHCM, Tip th gia nh, Th gii vn ho, Herworld,...
Phunutoday.vn, webtretho.vn, vnexpress.net, dantri.com.vn
Youtube, facebook
26
27
II. K HOCH IMC
4. K hoch c th
Digital Marketing
Mnh l mnh rt chi l thch ung u nnh ...!!!
S chia cng bn, trn vn nim vui (Pull)
1
Giai on
Giai on 1: S chia cng bn, trn vn nim vui(Pull)
PR-Digital marketing:
Editorial:
Bi vit u nnh tt cho sc kho
Advertorial:
Bi vit S chia cng bn, trn vn nim vui ca Trisoy trn cc tp ch. Ni dung: Nhng cu chuyn theo m tp hm nay rt vui v nhn c mn qu l Trisoy t mt ngi bn, v h rt quan tm sc kho ca mnh.
Cc vloger, celebrity post status hoc quay vlog c nhc v sa u nnh nh l thc ung yu thch ca mnh, tt cho sc kho, mun chia s vi cc bn.
Knh la chn: Bo, Tp Ch, Internet
Media List:
Bo: Th Gii Ph N, Ph N TPHCM, Tip th gia nh, Th gii vn ho, Herworld,...
Phunutoday.vn, webtretho.vn, vnexpress.net, dantri.com.vn
Youtube, facebook
27
28
II. K HOCH IMC
4. K hoch c th
Nim vui chia s, sc kho dng trn (Push + Pull)
2
Giai on
Giai on 2: Nim vui chia s, sc kho dng trn (Push + Pull)
Advertising: Print Ad + TVC
Print ad: 2 ngi (1 nam 1 na) ang tr chuyn bng lon sa u nnh Trisoy vi v vui ti, kho khn- Sa u nnh lon Trisoy-Nim vui chia s, sc kho dng trn
TVC (30s): pht trin t tng Print ad. Ni dung: ban u nhn vt nam-n ang tr chuyn vi nhau (chia khung hnh lm hai), cui cng mi ngi v l h tr chuyn qua ng b Trisoy.
Knh: TV, Bo, tp ch, OOH
Sales promotion
Trade marketing: gi nhng knh truyn thng bao gm: qun nc, tp ho. ng thi ti cc knh MT + sales promotion (chit khu).
-Personal selling: nhn vin tip th i n cc im phn phi
-Pht dng th min ph sn phm ti cc im trng i hc, siu th
Direct Responses
POSM: brochures, name card, standee,...
PR: t chc Event: Ngy hi Trisoy Nim vui chia s, sc kho dng trn
Mc ch:
-Nng cao hiu bit ca mi ngi v tc dng ca u nnh v s chia b quyt gi gn sc kho t u nnh.
-Tng nhn bit thng hiu v mc hiu nh v ca nhn hng Trisoy.
Thi gian: 12/10/2014
Ni dung:
+Cuc thi nu n vi nguyn liu t u nnh gia ging vin v sinh vin cc trng i hc ln trn a bn TP.HCM
+Trin lm m hnh t lon sa u nnh Trisoy
+Tr chi vn ng.
+Gian hng lm p cho cc bn n t sn phm u nnh: mt n u nnh, tinh cht dng tc t u nnh,...
+m ca nhc
+u gi vt phm, gy qu cho hc bng V chia s l khng gii hn ca Trisoy.
Digital marketing
Cp nht thng tin v s kin trn fanpage, cc website
28
IMC
PR
Direct Marketing
Sales promotion
Digital marketing
Advertising
29
II. K HOCH IMC
4. K hoch c th
Advertising
Media List
Bo: Tui Tr, Thanh Nin
Tp ch: Tip th gia nh, Th gii vn ho
i truyn hnh: h thng HTV-SCTV
Nim vui chia s, sc kho dng trn (Push + Pull)
2
Giai on
Giai on 2: Nim vui chia s, sc kho dng trn (Push + Pull)
Advertising: Print Ad + TVC
Print ad: 2 ngi (1 nam 1 na) ang tr chuyn bng lon sa u nnh Trisoy vi v vui ti, kho khn- Sa u nnh lon Trisoy-Nim vui chia s, sc kho dng trn
TVC (30s): pht trin t tng Print ad. Ni dung: ban u nhn vt nam-n ang tr chuyn vi nhau (chia khung hnh lm hai), cui cng mi ngi v l h tr chuyn qua ng b Trisoy.
Knh: TV, Bo, tp ch, OOH
Sales promotion
Trade marketing: gi nhng knh truyn thng bao gm: qun nc, tp ho. ng thi ti cc knh MT + sales promotion (chit khu).
-Personal selling: nhn vin tip th i n cc im phn phi
-Pht dng th min ph sn phm ti cc im trng i hc, siu th
Direct Responses
POSM: brochures, name card, standee,...
PR: t chc Event: Ngy hi Trisoy Nim vui chia s, sc kho dng trn
Mc ch:
-Nng cao hiu bit ca mi ngi v tc dng ca u nnh v s chia b quyt gi gn sc kho t u nnh.
-Tng nhn bit thng hiu v mc hiu nh v ca nhn hng Trisoy.
Thi gian: 12/10/2014
Ni dung:
+Cuc thi nu n vi nguyn liu t u nnh gia ging vin v sinh vin cc trng i hc ln trn a bn TP.HCM
+Trin lm m hnh t lon sa u nnh Trisoy
+Tr chi vn ng.
+Gian hng lm p cho cc bn n t sn phm u nnh: mt n u nnh, tinh cht dng tc t u nnh,...
+m ca nhc
+u gi vt phm, gy qu cho hc bng V chia s l khng gii hn ca Trisoy.
Digital marketing
Cp nht thng tin v s kin trn fanpage, cc website
29
30
Direct Marketing
II. K HOCH IMC
4. K hoch c th
-T chc hot no gii thiu sn phm
-Chp hnh vi in thoi ng b Trisoy cng bn b thng thc Trisoy
Thi gian: 31/8-7/9/2014
a im:
H thng Co.opMart, BigC, LotteMart, Maximart
5 trng i Hc ln
Nim vui chia s, sc kho dng trn (Push + Pull)
2
Giai on
Giai on 2: Nim vui chia s, sc kho dng trn (Push + Pull)
Advertising: Print Ad + TVC
Print ad: 2 ngi (1 nam 1 na) ang tr chuyn bng lon sa u nnh Trisoy vi v vui ti, kho khn- Sa u nnh lon Trisoy-Nim vui chia s, sc kho dng trn
TVC (30s): pht trin t tng Print ad. Ni dung: ban u nhn vt nam-n ang tr chuyn vi nhau (chia khung hnh lm hai), cui cng mi ngi v l h tr chuyn qua ng b Trisoy.
Knh: TV, Bo, tp ch, OOH
Sales promotion
Trade marketing: gi nhng knh truyn thng bao gm: qun nc, tp ho. ng thi ti cc knh MT + sales promotion (chit khu).
-Personal selling: nhn vin tip th i n cc im phn phi
-Pht dng th min ph sn phm ti cc im trng i hc, siu th
Direct Responses
POSM: brochures, name card, standee,...
PR: t chc Event: Ngy hi Trisoy Nim vui chia s, sc kho dng trn
Mc ch:
-Nng cao hiu bit ca mi ngi v tc dng ca u nnh v s chia b quyt gi gn sc kho t u nnh.
-Tng nhn bit thng hiu v mc hiu nh v ca nhn hng Trisoy.
Thi gian: 12/10/2014
Ni dung:
+Cuc thi nu n vi nguyn liu t u nnh gia ging vin v sinh vin cc trng i hc ln trn a bn TP.HCM
+Trin lm m hnh t lon sa u nnh Trisoy
+Tr chi vn ng.
+Gian hng lm p cho cc bn n t sn phm u nnh: mt n u nnh, tinh cht dng tc t u nnh,...
+m ca nhc
+u gi vt phm, gy qu cho hc bng V chia s l khng gii hn ca Trisoy.
Digital marketing
Cp nht thng tin v s kin trn fanpage, cc website
30
31
II. K HOCH IMC
4. K hoch c th
Mua 01 lc Trisoy
T 21/9
Tng
-Postcard Nim vui chia s, sc kho dng trn
-V tham d Ngy hi Trisoy
Thit k postcard
-Mt trc: Print ad ca Trisoy, nhng c thit k khch hng c th g gng mt ngi mu ra v dn hnh h v bn b vo-Mt sau: Phn ghi li chc ca bn n ngi thn, bn b. Bn cnh l cng dng ca u nnh i vi sc kho
Sales promotion
Nim vui chia s, sc kho dng trn (Push + Pull)
2
Giai on
Giai on 2: Nim vui chia s, sc kho dng trn (Push + Pull)
Advertising: Print Ad + TVC
Print ad: 2 ngi (1 nam 1 na) ang tr chuyn bng lon sa u nnh Trisoy vi v vui ti, kho khn- Sa u nnh lon Trisoy-Nim vui chia s, sc kho dng trn
TVC (30s): pht trin t tng Print ad. Ni dung: ban u nhn vt nam-n ang tr chuyn vi nhau (chia khung hnh lm hai), cui cng mi ngi v l h tr chuyn qua ng b Trisoy.
Knh: TV, Bo, tp ch, OOH
Sales promotion
Trade marketing: gi nhng knh truyn thng bao gm: qun nc, tp ho. ng thi ti cc knh MT + sales promotion (chit khu).
-Personal selling: nhn vin tip th i n cc im phn phi
-Pht dng th min ph sn phm ti cc im trng i hc, siu th
Direct Responses
POSM: brochures, name card, standee,...
PR: t chc Event: Ngy hi Trisoy Nim vui chia s, sc kho dng trn
Mc ch:
-Nng cao hiu bit ca mi ngi v tc dng ca u nnh v s chia b quyt gi gn sc kho t u nnh.
-Tng nhn bit thng hiu v mc hiu nh v ca nhn hng Trisoy.
Thi gian: 12/10/2014
Ni dung:
+Cuc thi nu n vi nguyn liu t u nnh gia ging vin v sinh vin cc trng i hc ln trn a bn TP.HCM
+Trin lm m hnh t lon sa u nnh Trisoy
+Tr chi vn ng.
+Gian hng lm p cho cc bn n t sn phm u nnh: mt n u nnh, tinh cht dng tc t u nnh,...
+m ca nhc
+u gi vt phm, gy qu cho hc bng V chia s l khng gii hn ca Trisoy.
Digital marketing
Cp nht thng tin v s kin trn fanpage, cc website
31
32
II. K HOCH IMC
4. K hoch c th
PR
Nim vui chia s, sc kho dng trn (Push + Pull)
2
Giai on
Thi gian: 12/10/2014
Ni dung:
8h-12h
- Cuc thi ch bin cooktail vi nguyn liu t sa u nnh Trisoy gia cc trng i hc ln trn a bn TP.HCM. Cho thc khch thng thc min ph.
- Trng by trin lm m hnh t lon sa u nnh Trisoy
- Gian hng p mt n u nnh, tc t u nnh cho phi p
13h-17h
Ca nhc v u gi vt phm, gy qu cho hc bng V chia s l khng gii hn ca Trisoy.
Ngy hi Trisoy Nim vui chia s, sc kho dng trn
Direct Responses
POSM: brochures, name card, standee,...
PR: t chc Event: Ngy hi Trisoy Nim vui chia s, sc kho dng trn
Mc ch:
-Nng cao hiu bit ca mi ngi v tc dng ca u nnh v s chia b quyt gi gn sc kho t u nnh.
-Tng nhn bit thng hiu v mc hiu nh v ca nhn hng Trisoy.
Thi gian: 12/10/2014
Ni dung:
+Sng:
Cuc thi ch bin cooktail vi nguyn liu t sa u nnh Trisoy gia ging vin v sinh vin cc trng i hc ln trn a bn TP.HCM.
Trin lm m hnh t lon sa u nnh Trisoy
+Chiu:
Gian hng lm p cho cc bn n t sn phm u nnh: mt n u nnh, tinh cht dng tc t u nnh,...
Tr chi vn ng
+m ca nhc v u gi vt phm, gy qu cho hc bng V chia s l khng gii hn ca Trisoy.
Digital marketing
Cp nht thng tin v s kin trn fanpage, cc website
32
33
II. K HOCH IMC
4. K hoch c th
Bn kho, mi ngi cng kho!
3
Giai on
IMC
PR
Direct Marketing
Sales promotion
Digital marketing
Advertising
34
-ng ti tr cho cc chng trnh Sc sng mi, Thay li mun ni
-Duy tr TVC 15s
-Cp nht Fanpage thng xuyn
II. K HOCH IMC
4. K hoch c th
Advertising
PR
Bn kho, mi ngi cng kho!
3
Giai on
35
Thng 7Thng 8Thng 9Thng 10Thng 11Thng 12EditorialxAdvertorialxDigital marketingxxxxxxPrint adxxxTVCxxxxxEventxSales promotionxxPOSMxxSposorshipxxGiai on 1Giai on 2Giai on 3II. K HOCH IMC
4. K hoch c th
36
II. K HOCH IMC
4. K hoch c th
K hoch d phng
Thi gian: Thng 11-12/2014
Hnh thc:
- Khuyn mi cho ngi tiu dng: Mua 1 lc sa tng km mt cc Trisoy
- Chit khu hp dn cho im bn l, cc knh phn phi thm 2-5%
Giai on 1: S chia cng bn, trn vn nim vui(Pull)
PR-Digital marketing:
Editorial:
Bi vit u nnh tt cho sc kho
Advertorial:
Bi vit S chia cng bn, trn vn nim vui ca Trisoy trn cc tp ch. Ni dung: Nhng cu chuyn theo m tp hm nay rt vui v nhn c mn qu l Trisoy t mt ngi bn, v h rt quan tm sc kho ca mnh.
Cc vloger, celebrity post status hoc quay vlog c nhc v sa u nnh nh l thc ung yu thch ca mnh, tt cho sc kho, mun chia s vi cc bn.
Knh la chn: Bo, Tp Ch, Internet
Media List:
Bo: Th Gii Ph N, Ph N TPHCM, Tip th gia nh, Th gii vn ho, Herworld,...
Phunutoday.vn, webtretho.vn, vnexpress.net, dantri.com.vn
Youtube, facebook
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II. K HOCH IMC
5. Ti chnh
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M tChi phChi ph vn hnh v qun tr trong 6 thng1.700.000.000 VNDAdverterial v EditorialTp ch, Bo ch v Internet2.240.000.000 VNDEventCuc thi, chng trnh ca nhc, qu hc bng1.500.000.000 VNDTVCChi ph sn xut v chi ph pht sng (HTV7) trong 2 thng4.780.000.000 VNDPOSMName card, Poster, Leaflet, Booklet, ng phc, Brochure, Standee, etc600.000.000 VNDSales PromotionChit khu, qu tng1.500.000.000 VNDDigital MarketingWebsite, Social Media v cc cng c online khc.400.000.000 VNDSponsorshipSc sng mi v Thay li mun ni1.000.000.000 VNDActivation Sampling400.000.000 VNDCh ph d phng ri ro (5%)706.000.000 VNDTng14.826.000.000 VNDII. K HOCH IMC
6. nh gi & Kim sot IMC
1. S lt ngi tham gia cc hot ng: 20.000 ngi
2. S ngi ng vi nhng tnh cht ca Trisoy
3. S lng tin bi c pht hnh/pht sng
4. S cc hot ng ATL v BTL c tin hnh
5. S lng ngi tham gia hoc phn hi cho mi hot ng
6. Phm vi lan truyn thng tin ca sn phm (v a l, v tui)
Trisoy
Intergrated Marketing Communication Campaign
April 25, 2014
Ho Chi Minh City
Thanks!
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