Nguyễn Ngọc Vân HàEmail: nnvanha@gmail.com

Phone: 0122.458.6779

Câu 1. Tiki sắp ra mắt chương trình Khách hàng thân thiết (KHTT) như sau: Với KH mua từ 3tr trở lên sẽ trở thành KHTT và được hưởng 3 ưu đãi: - Giảm thêm 5% cho tất cả đơn hàng - Được tặng coupon 100k và tháng sinh nhật - 1 năm đọc sách miễn phí trên Miki Theo bạn mục tiêu của chương trình này là gì? Hãy đưa ra các thước đo để xác định mức độ thành công của chương trình, nêu rõ cách đo.

Objective:

Main Objective:

-Increase the number of loyal customers from existing customers -Stimulating large purchase-Improve the store traffic.

The reason: “With the bills over 3.000.000 vnd will have chance to become Tiki’s loyal customers”. Due to the fact that, it seem a high degree for a new users might spend for the 1st time using service.

“Sale off 5% for all next bills” + coupon —> increase the repurchase rate of occasional users

“Get the coupon 100.000vnd when the Birthday event” —> to reward loyal customer

“ 1 year free using Miki App - the app allows to conveniently read on the smart phone/ tablet” —> to introduce a new product and attract new users (because sales promotions tools can reduce consumer risk of trying sth new)

Method to measure sales promotion effectiveness

Using the average level of sales of the months prior to the evaluation period, adjusted for seasonal factors obtained from previous years. The company must compare this estimated level of sales to the actual sales that took place over the evaluation period to get the increase resulting from the sales promotion.

Sales Data

Level of sales (prior period)

Level of sales ( evaluation period)> 1 —> Efficiency

Consumer SurveyGathering the information that involves in customer responses and brand awareness through tools…

ProfitsUsing the formula of Promotion Profit

PP = { U id x (M r - D)} + { Ui x M r } - { U bd x D } - Cp +(-) CE

Method to measure sales promotion effectiveness

PP: profit from sales promotionU id: the number of increase product which is sold in evaluation period, with incentive prizeM r: profits rD: discountU i: the number of increase product which is sold in evaluation period , with incentive prizeU bd: the number of products are sold with incentive prizeCp: Expenditure of promotion programCE: the sense of feeling of customer

Example: http://l.facebook.com/l.php?u=http%3A%2F%2Fsieuthiposm.com%2Fmarketing%2Floi-nhuan-tu-khuyen-mai%2Floi-nhuan-tu-chuong-trinh-khuyen-mai.html&h=oAQH2CeBI

Other metrics:

Participation in the promotional program

Frequency of shopping

Consistency of buying consumables

Items in the basket per tripBreadth of categories shopped

Câu 2. Hiện tại ngành hàng Điện thoại của Tiki đang tăng trưởng rất nhanh nhưng vẫn chưa có nhiều người biết Tiki có bán loại sản phẩm này. Hãy đưa ra 1 ý tưởng để tăng độ nhận biết về ngành hàng Điện thoại của Tiki và dẫn đến việc thu hút

1 lượng lớn KH mới. Hãy lập kế hoạch chi tiết để thực hiện ý tưởng này trong

tháng 4/2016.

In E-Commerce Market

WHEN YOU TALK PEOPLE THINK

CATEGORY TRUTH

Recently, the number of discussions related to the 'books' of users is overwhelming and take the majority of the total discussion subject about Tiki.

The most engaging sources of Tiki is all relate to “Books or Literature”

The image 'online book retailer' ingrained and rooted in the minds of users, requires Tiki needs a long process with many more activities to achieve the

purpose of communication.

There are more than 2221 of the Tiki buzz directly mention 'book', up to 28 total buzz in

recent months.

The Problem is:

WHAT WE NEED IS ???

How to make

Be linked to

OBJECTIVE

Changing the way of thinking, make people not only referring to Tiki mentioned books but also much more.

Do people know and care more to the ‘Telephone/ Tablet’ field when accessing the website tiki.vn

Increase the sale rate of this field by 20%

TARGET CUSTOMER

Tiki’s Current CustomerAge: 18- 45

Income: B,C,D

Browsing occupation: Student, Officer

INSIGHT

When I was a child, I said to my parents: “ In the future, when I have a lot of money, I will buy for you an expensive (phone…) to make you easily to keep contact with me <3”

BIG IDEA

There will no success without hard working. And studying more is a a key keeps myself close to success and complete my promise.

And books is my means of studying

Success in life

Make the promise come true

A precious present to my parents : phone/ tablet

KEY MESSAGE

Let’s Tiki make the old promise come true !!!

CAMPAIGN ROLL-OUT

TRIGGER ENGAGE AMPLIFY

CONTENT

Held a contest in which the participants will recount a story of promise as a child with his parents, pick out an item in the phone booth, tablet tiki items closest to the words he promised of old. The test can be emailed support of tiki contest: ThePromise tiki.vn or by newspaper publishers Phụ nữ, Tuổi trẻ .. 20 people are get the number of like most and shared will proceed to the next round and receive some books to help their life.

People unlucky drop out can get another chance to accomplish the promise by take part in mini game “Golden Hours” which sells only 1 (or 2) rare quality phone/ tablet once a day in any time that wont know.

5 winners will have a speech in front of the crown to inspire them about “Dream and Love”

Make a video to tell their story to public how they can success and make their promise.

MESSAGE “Lời hứa khi xưa” “Để giấc mơ dần trước mắt” “Món quà ý nghĩa”

OBJECTIVE Make a connection between book and phone/tablet Increase store traffic create a viral effect

KEY CHANNEL Fanpage, Newspaper like Phu Nu, Tuoi tre… Tiki website, Fanpage TVC, Offline event.

Câu 3. Hãy xem trang Vui sắm Tết và nhận xét về các yếu tố sau: thiết kế, layout, nội dung. Nếu cần sửa thì theo bạn nên sửa lại thế nào?

DESIGN

The website is designed and decorated with bold images with signature red New Year with decorative details such as apricot, lucky coins, create a

feeling of warmth and welcome the New Year hangover.

However, choosing the background color red is not consistent with the normal white background on tiki.vn homepage used —> to change to the

white color background to support more glitzy and focusing on products and services pair.

LAYOUT

CONTENT

Streamlined position in the web.

The list of products to top up the next search, and above promotions to make customers more convenience when using

The content of tiki happy Tet sam diversity, richness, but not selective and invest in building content

Thank you