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Marketing Plan

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by

Ân Đỗ

on 15 December 2014

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Transcript of Marketing Plan

In operation for over 12 years and go with young generation, 2! Magazine has produced more than 390 issues to many cities in Vietnam (HCMC, Hanoi, Nha Trang, so on)
Ngoi sao Thoi trang 2014
History
History
History
22.000 VND
Monday, December 15, 2014
Vol 1
Overview
History
Most of young Vietnamese people all spent their teenage time with 2! Magazine.
2! FASHION MAGAZINE
History
- 2! Magazine belongs to Ho Chi Minh Communist Youth Union.

- Born on May 2, 2002 - 2!Magazine as a breath of fresh air in journalism Vietnam, a magazine dedicated for young generation, served in very high demand on the lifestyle, hot news, entertainment, love problems, health care, fashion and so on.
2! Magazine have
organized many contets - especially "Ngoi sao Thoi trang" to find out potential teen models. "2! model
club" have trained many famous names with young
generation like: Ngoc Thao
(NSTT 2009), Kelbin Lei
(NSTT 2010), Mie (NSTT
2010), Rapper Mai Fin,
and so on.

The lastest
winner of NSTT are Huynh Thi Phuong Tu and Hoang Quoc Trung.
And when they want to aware of something, they find 2! Magazine.
History
One of the most famous section in 2!Magazine is Fashion, and 2!Team found out that most teenager have a very high demand on fashion.
This is the reason why we decided to launch a new magazine -special edition of 2! Magazine, named 2! Fashion Magazine.
VISION
Becoming the leading fashion magazine in Vietnam. Udating the latest fashion news, trends, street style naps, runway coverage, and more. Providing knowledge about information for our readers.
MISSION
Affirming the important role of fashion in our life. Helping our readers to assert their personal style.
GENERAL STATEMENT
OVERVIEW
TARGET CUSTOMER
Sex:
Female
Age:
15 - 30 years old
Target:
People who love fashion

MESSAGES
Through 2!Fashion Magazine, we want our readers to have more knowledge about fashion and realize the important role of fashion in our life.

We do not know when opportunity will come, but we have to be beautiful when it comes.
Genre:
Fashion Magazine
Frequency:
Monthly (30.000 publishcations/month)
Company:
Special edition of 2! Magazine (belongs to Ho Chi Minh Communist Youth Union)
Nation:
Vietnam
Publish in:
Vietnam
SLOGAN
BE YOU - BE STYLE
OBJECTIVES
Increase sales and spread of up to 30% compared with the first month.
Expand the market, bringing our brand to not only the target customer but also the general customer.
Build good relationships with 10 more famous fashion brands.
4P's -
PRODUCT

Variety:
Innovate and update every week. Every article are all invested carefully.
Quality:
Good quality in every issue.

Design:
Following minimalism and creative style.
Brand name:
2! in "2! Fashion" could understand in "hi" or "high".
4P's -
PROMOTION - PR

Organize garage sale every month.
Organize 2!Fashion Festival in High schools and Colleges in HCMC.
Celebrate 2!Fashion Xmas and New Year Party.
Organize "You & 2!Fashion contest".
4P's -
PROMOTION - PR

Post 2!Fashion magazine cover on some websites yan.vn or and on our fanpage.
Publish 2!Fashion magazine cover and some hot titles on 2!Magazine.
Hot celebrities on 2!Fashion magazine cover.
Send the latest 2!Fashion magazine to famous coffee shops.
4P's -
PLACE
Online News
4P's -
PLACE
Social media
4P's -
PLACE
SWOT ANALYSIS -
STRENGTHS

2!Magazine is one of the most famous magazine for young generation in Vietnam.
Have good relationships with many famous fashion brands (Charles&Keith, Pedro, Mango, TOPSHOP) and retail shops.
Freelancers are young, creative and energetic.
Have many famous teen models in 2! model club.
4P's -
PRICE
22.000/ issue
For long term (12 months) customers
6 months:
20.000/issue
12 months:
20.000/issue + 2!Fashion T-shirt.
4P's -
PROMOTION
Launch 2!Fashion T-shirt
SWOT ANALYSIS -
WEAKNESSES

Need to innovate and update trend every week.
Not everyone interested in fashion.
SWOT ANALYSIS -
OPPORTUNITIES
Having chances to become the most favorite fashion magazine for young generation.
Our events and contests are sponsored by many famous brands.
Many famous brands choose us to publish their advertisement.
2!Fashion's model are students.
SWOT ANALYSIS -
THREATS

People prefer to read online news than read printed newspaper.
Having a lot of potential opponents.
Minimalism style
Minimalism is a style that uses pared-down design elements.
MARKETING CARLENDER - November 2014
Main focus:
Preparing
Advertising & PR
MARKETING CARLENDER - Demcember 2014 (Week 1 & 2)
Main
focus
:
Launching 2!Fashion Magazine
Detail
- Invest competitive market.
- Calculating profit.
- Set specific objectives.
- Publish 2!Fashion cover and some hot titles about 2!Fashion on 2! Magazine
- Post 2!Fashion cover on some website (yan.vn, yeah1.com ) and on 2! Fanpage.

Advertising & PR
Detail
- 15/12/2014 Holding Press conference and public 2! Fashion Magazine.
- Launch 2!Fashion T-shirt.
- Sending 500 publications to famous coffee shops in HCMC.
- Publish information about 2! X-mas and Year End Party in 2! Magazine.
- Christmas cards are gifted for the first issue.
- Post information on the websites, social media.
MARKETING CARLENDER - Demcember 2014 (Week 3 & 4)
Main focus:
Increase awareness of customer.
Advertising & PR
Detail
-Party ticket will be sold in 2! Fanpage .
- Price 50.000 VND/person
- Many celebrities attend to this event. (Đông Nhi, M-TP, Chi Thien, Bao Thy...)
- Fashion & music show, games for the audience.
- Place: Lan Anh Stadium .

Special events:
25/12/2014 Celebrating 2! Fashion Xmas and New Year Party.
MARKETING CARLENDER - January 2015
Main focus:
Increase the image of 2! Fashion.
11.1.2015 Organize Garage Sale
- Buying 2! Fashion will receive a ticket to join Garage Sale.
- Garage sale is selling 20-30% off every product, with the participation of many famous shops.
- Garage Sale will be organized every month.
- Readers will received one lucky number when they buy 2!Fashion.
- After 15 days, 2!Fashion will choose randomly to find one lucky number.
- The winner will have dinner with Bao Thy (singer).
1.2015 Organize "Dinner with your idol" event.
Advertising & PR:
Facebook and Instagram.
MARKETING CARLENDER - February 2015
Main focus:
Increase awareness of customers.
Creating Apps for Android, IOS and Window.

- Creating 2! Fahsion Apps on Smart Phone.
- Create a poll on Fanpage for students to vote for their shool.
- 4 High schools have the top voted, 2!Fashion team will come to these schools and organize Fashion&Music show, "Recycled Fashion" contest.
- The winner will be received medals and 2!Fashion’s T-shirt.
Bring 2!Fashion to High School students.
Advertising & PR:
Facebook and Instagram.
- 8.2.2015:
Organizing Garage Sale.
MARKETING CARLENDER - March 2015
Main focus:
Stressing differentiation of the 2! Fashion comparable with others
Detail
- Sending 2! Fashion Magazine to hot teens, hot models, fashionistas (Ngoc Thao, Kelbin Lei, Mie, Le Ha Anh, Duong Minh Tuan, Mai Fin, Chi Thien, Thu Thuy, Bao Thy,…) they will share their thoughts about 2!Fashion Magazine on their Facebook.
- 8.3.2015:
Organizing Garage Sale.
MARKETING CARLENDER - April 2015
Main focus:
Increase the image of 2!Fashion.
- 12.4.2015:
Organizing Garage Sale.
Special events:
Organize "Outfits with 2!Fashion" contest.
Detail
- Readers will send your “Outfits with 2!Fashion” photos (must have 2!Fashion Magazine in the photo). All the photo will be posted and voted on Facebook, and 2!Fashion will choose the winner.
- “You & 2!Fashion” contest will last one month. The winner will have a photoshoot with 2!Fashion Magazine.

MARKETING CARLENDER - May 2015
Main focus:
Focusing on customer service.
- 10.5.2015:
Organizing Garage Sale.
Special events:
Send Thank you letter and a small gift in this month’s issue.

Detail

- Send thank you letter to tell customers that 2!Fashion really care about their thoughts about the magazine.
- Thanks for supporting 2!Fashion.
- Gift is a book of voucher. (Spa voucher, Shopping voucher, Health care voucher).

TARGET CUSTOMER
Occupation:
All occupations.
Geographic:
Ho Chi Minh, Ha Noi, Nha Trang, Da Nang.
RESOURCES
Product representative:
Thanks to good relationships, clothes and accessories are borrowed from many famous fashion brands (TOPSHOP, TOPMEN, Mango, Pedro, Charles&Keith,…) and retail fashion shops (Dottie, Dza, Abradacabra, Kira,…).
BUDGET
November 2014
- Prepare for product
- Media cost
- Printed cost

January 2015
- Organize Garage Sale
- Organize “Dinner with your Idol"


December 2014
- Press conference
- Launch product
- Launch 2!Fashion t-shirt
- Inviting celebritites
- Give away 500 publications
- Xmas&New Year Party

54.000.000
170.000.000
15.000.000
BUDGET
February 2015
- Creating apps
- 2!Fashion festival (4 shows)
- Organize Garage sale

April 2015
- Organize Garage Sale
- Organize “You&2!Fashion"


March 2015
Organizing Garage Sale
100.000.000
10.000.000
15.000.000
BUDGET
May 2015
- Send thank you and voucher
- Organize Garage sale

Total cost
13.000.000
377.000.000
Press
Conference

Nguyen Hai Hoai Bao
Thank you for listening
and
Merry Christmas
Full transcript